What could be more exciting, sexy and scintillating than the
launch of a new vacuum cleaner brand?
It depends on how you look at it. That's the attitude execs at
mid-sized PR agency Patrice Tanaka & Company (PT&Co.)
brought to the table in mid-2002, as they geared up for a fall
launch of the Dyson DC07, a $400 bag-less vacuum cleaner with a
solid reputation in 28 other countries and zero name recognition in
the United States.
"The vacuum category itself is not particularly exciting," says
PT&Co. Senior VP Nancy Donoghue. "It's not something the media
wants to talk about, plus the vacuum market here is so established
already, it's hard to get retailers to make space for yet another
brand." To compound the PR challenges, bag-less vacuums already had
a solid foothold in U.S. markets, and Dyson was a little late to
the party.
Yet Donoghue opted to go the route of buzz, parlaying celebrity
cachet and high-profile events to get word moving on the streets in
advance of the product launch.
First came a series of exclusive stories in top-tier
publications: A consumer exclusive to the New York Times, a
business exclusive in Forbes and a trade exclusive in Home World
Business. Each hit required a different approach. To land in
Forbes, for instance, the PR team approached the magazine's
correspondent stationed in Paris, where the story of Dyson's
invention is well known. On the other hand, New York Times Home
Editor Marianne Rohrlich was sold largely on the basis of the
vacuum's aesthetic design (sleek lines, bright colors), which had
been showcased in museums worldwide. (PR firm SGLA also worked on
the media effort, reaching out to the design community while
PT&Co. handled the broader PR program.)
To back up that early media effort, the PR team counseled their
client to find retail representation in the United States. "The New
York Times wouldn't cover it without us having some availability
somewhere," Donoghue says. Without a national retailer on hand,
they lined up the Terence Conran Shop, a Manhattan specialty store,
as a starting point. "We knew New Yorkers were trendsetters, so
that was a key audience for us. They are among the first to sign
onto new technology and we knew they could help us get the buzz
out."
The full court press focused on a list of 100 influential people
who were invited to test-drive the vacuum. Some of the 100 guests
included celebrities known for portraying neatniks, including David
Hyde Pierce, of "Frasier" fame, and Courtney Cox Arquette, from
"Friends." The list also included celebrities who have championed
clean-air issues, including John Travolta, who speaks out often
about his kids' asthma. The PR team solicited testimonials, and
sometimes got more than they had hoped for. Not only did Cox
Arquette offer words of praise, she even gave the vacuum a cameo on
"Friends."
Next it was on to the Emmys, where the PR team was able to get
certificates for free vacuums included in the gift baskets given to
the celebrities and presenters. These baskets usually include about
$10,000 worth of high-end goodies, and while inclusion in the
basket is highly competitive Donoghue was able to use existing
relationships with the event's coordinators to get the vacuum into
the running. The unusual nature of the item ultimately won out.
The media blitz hit the mark, and then some. In less than eight
months Dyson vacuum sales in the U.S. exceeded forecast by more
than 160%. Time dubbed the Dyson DC07 the "2002 Best Invention."
From August 2002 to February 2003 PT&Co. generated more than
525 print and broadcast placements and more than 321 million
impressions. Highlights include: NBC's "Today" (twice), CBS' "The
Early Show," CNBC, "Inside Edition," Elle, Elle Décor,
Forbes, Marie Claire, Maxim, Metropolitan Home, Men's Health,
Newsweek, People Weekly, Time, US Weekly, The New York Times and
USA Today. Celeb endorsements included David Copperfield, Cox
Arquette, Simon Doonan, Cynthia Nixon, Al Roker and Jamie Lyn
Seigler.
Donoghue says these results validate the PR team's tactic of
getting the machine into the hands of celebrities in order to
generate buzz early on. "We knew from research in 28 other
countries that once somebody sees it, they would tell their friends
and family."
The Media Sucked It Up
In launching a new vacuum, Patrice Tanaka & Co. needed to
get the media and the public excited about a
less-than-scintillating product. How did it happen?
- Celebs: The PR team got the machines into the hands of movie
and TV stars - Events: The Emmys and New York's Fashion Week provided
high-profile venues to showcase the product - Exclusives: The team landed major media coverage early on
through offers of various exclusives
Fast Facts: Patrice Tanaka & Co. Inc.
Founded: 1990
HQ: New York, NY
Main clients: Godiva Chocolatier, All-Clad Metalcrafters,
Carpet One, Discovery Channel Stores, Liz Claiborne, Target Stores,
Girls Scouts of the USA, Charles Schwab & Co.
Billings (2003): $4.2 million
Staff on this campaign: President Ellen LaNicca Albanese,
Senior Vice President Nancy Donoghue, Management Supervisor Melissa
Mauro, Senior Account Executive Adrienne Otto, Account Executive
Keren Kazam
Campaign time frame: May 2002-October 2003 launch
URL: www.ptanaka.com
Contact: Nancy Donoghue, 212.229.0500 x252, [email protected]