Some of the PR and marketing ideas developed by the creative team behind consulttheguru.com.

The following are just a small selection of the public relations and marketing tactics that we've developed for our clients over the years. Please click on the links below to be taken to the appropriate category.

Media Relations
Direct Mail
Events
Internet

MEDIA RELATIONS

To achieve positive mainstream media coverage about contact lenses.

We recommended research which subsequently proved that contact lens wearers are 4 times more likely to find a partner in a nightclub than those encumbered with facial furniture.

This story was reported by hundreds of media outlets, including: The Sun, Daily Mirror, GMTV, BBC Radio 5 Live, GMTV, Channel 5's The Wright Stuff. The client described it at the time as the biggest and most positive story about contact lenses they had ever seen.

To achieve positive mainstream media coverage about a brand of flea treatment.

We devised the Flea For All Draw, used during Flea Awareness Week to promote a brand of flea treatment. Pet owners were invited to comb their pet for fleas, send them in, and the first of the rarest would win a £1000 prize. The following year, we recommended Flea Awareness Minute in protest at the amount of Awareness Weeks that had jumped on the 'calendar bandwagon'.

The Flea For All Draw generated blanket coverage for the client in the British, French and German media, and won a major award. Thousands of retail outlets voluntarily displayed a branded poster about the competition. Flea Awareness Minute generated over £50K's worth of additional coverage with just a single press release.

To secure maximum exposure for the relaunch of a well-known brand of lager in the trade and regional consumer press.

We came up with the idea of Al E. Brokle, aka Real Bloke, a disgruntled barman who wrote a series of daft letters to trade media editors, culminating in a 'reveal'. Al then went on tour of targeted cities in the UK, in a tank bought specially for the purpose.

Al's real identity was the talk of all the editors at the annual drink trade shindig, and secured blanket coverage for the brand in the trade media. Despite being stopped by representatives of at least four different police forces, he nevertheless managed to leave a trail of regional media coverage behind him.

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DIRECT MAIL

To highlight the launch of a new brand of wormer for cats and dogs, and promote discussion about how often vets should be recommending that pet owners worm their cats and dogs.

We recommended sending a calendar of 12 artistically shot photographs of dog faeces (through which worms are transmitted), captioned with witty puns and important scientific facts about parasitic worms, to all veterinary practices in the UK.

The calendar generated contact from over 100 veterinary practices (remarkable since there was no invitation to do so), split equally between those who thought it: "the best calendar I have ever seen; can I have another 3 copies?", and "disgusting". Incidentally, to the thief who stole the expensive-looking shoe bag from outside the ad agency, only to find it contained our 'stunt turd', we say: "ha ha".

To generate maximum response to various press releases sent to journalists.

We've devised various ways of sending press releases to journalists in order to make them stand out from the crowd, each designed to tie in with the message contained within the release. Examples include: within a horse-sized syringe, inside wooden boxes secured with a combination padlock, and inside giant contact lens cases.

In every case, using these tactics has helped our releases stand out from the rest and generate additional coverage. During follow-up calls about the syringe, most journos were squirting each other with it, and over 80% of journalists rang the client about the locked box (we guess the remained bought crowbars).

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EVENTS

To increase footfall at our clients' stands in commercial exhibitions.

We've recommended numerous tactics over the years, including custom made 3d virtual reality experiences, 'attacking' competitor stands with mini Hindenberg-style balloons, spoof protest marches and innovative freebies delivered to delegates' hotel rooms.

Without fail, these tactics have made our clients the centre of attention, at times making theirs the only stand to have queues forming.

To promote a UK lecture tour by an American scientist.

We recommended positioning the tour in the style of a Rolling Stones rock tour, complete with all the trimmings (official website, t-shirts, flyers, VIP tickets).

Packed venues and blanket media coverage.

To launch a new pharmaceutical treatment to a group of key opinion leaders.

We recommended a presentation at a central London hotel, followed by a trip round the south coast on the British Pullman Orient Express.

A 100% turnout (well, 99.9% actually, one person ill in hospital), and an event that was talked about for months afterwards. Blanket trade media coverage.

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INTERNET

To develop a new marketing communications platform with which to communicate with veterinary nurses.

We recommended a community website for the veterinary profession: www.vetnurse.co.uk, containing a forum, educational materials, a job section and more.

Vetnurse.co.uk became the leading community website for veterinary nurses. It now counts over half the profession as members, and achieves over 1M page views per annum.

To promote a product to financial workers in the City of London and generate mainstream coverage in the financial media.

We recommended a series of practical jokes played out in the financial heart of London. In one, a granny bearing 2 see through bags of cash approached city types asking her way 'to the nearest stock market'. Videos were then broadcast on a website prepared for the purpose.

Despite the police being called out twice, we ended up with some great footage, and the story was picked up by the two leading financial newspaper columns. This in turn helped drive thousands of visitors to the website over the period the promotion ran.

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That's just a taste of the some of the ideas we've been behind so far. Submit a marketing brief to consulttheguru.com, and we'll give you an equally inventive way to market your product or business.