I was catching up on some blog reading while Mae was sleeping and saw an interesting post on the Savoo blog which stated that with nearly two thirds of Brits expected to increase their leisure spending as a consequence of the 2010 FIFA World Cup. It then used these figures to suggest that World Cup Widows shouldn’t feel left out, and offered some ideas on some more exciting ways to spend their hard earned cash during the course of the World Cup, such as afternoon tea, 2 for 1 pamper days or a new outfit.
The reason I liked this story was because it has the basis of what makes a good story. Readers of this blog will be familiar with our mantra at Berkeley PR – bad news, topicality and human interest – these are what makes an interesting story. If Savoo had simply sent out a press release about its latest discount code on afternoon tea no one would have been interested, but by linking in the World Cup widow you can start pulling on heart strings of the ignored wife/girlfriend, incorporate topicality and offer some human interest.
Too many companies get too concerned about announcing the latest deal or the launch of something and actually forget about the story. People don’t care about the launch of Y or X but if you are creative and build a story that incorporates the holy trinity listed above you can generate interest in the launch of Y and X.
I wonder if their next list will be some ideas to help cheer up all the disillusioned footie fans after Sunday’s woeful display.
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