The New Products Conundrum: Part Two – Making Direct Contact

(In this second half of our two-part series, we will explore how progressive PR leaders are eschewing many of the traditional PR strategies in favor of guerrilla PR, event marketing and buzz promotions in order to achieve direct and lasting contact with the consumer and B2B audiences.) Not every new product falls into the category of "sexy." But to the clever PR professional, any new product can be sexy. Case in point: OfficeMax introduced its Ink Filling Stations earlier this year as a means of encouraging consumers to refill their empty printer cartridges. The concept was economical (the company states consumers experience 50% savings on a refilled cartridge versus the purchase of a new one) and ecological (the life of the cartridge is extended rather than trashed).

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