The Worst Migraine in L.A. - a PR stunt

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A recap of a PR stunt I came up with back when we lived in Los Angeles.

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The Worst Migraine in L.A. - a PR stunt

  1. 1. The Worst Migraine in L.A. A PR Stunt By Robert Moss LinkedIn
  2. 2. We used to live in Los Angeles
  3. 3. My dentist wanted to speak with me about a new opportunity
  4. 4. He wanted me to help market his migraine relief treatment
  5. 5. Many people get migraines due to temporomandibular joint (TMJ) disorders
  6. 6. His treatment cost patients between $3,000 and $4,000
  7. 7. And wasn’t covered by most health insurance
  8. 8. And he didn't want to spend a lot on marketing
  9. 9. Los Angeles is a stressful town
  10. 10. Filled with people with huge headaches and lots of money
  11. 11. My solution
  12. 12. A publicity stunt that would get a ton of attention
  13. 13. And just as important, create a database of migraine sufferers who need his help.
  14. 14. We’d search for
  15. 15. We’d search for THE PERSON WITH THE WORST MIGRAINE IN LOS ANGELES.
  16. 16. And we’d treat that person for
  17. 17. A stunt like this is made for local TV news.
  18. 18. “Think you got the worst migraine in L.A.?”
  19. 19. “Dr. <name withheld> wants to know about you. And to help you get rid of your migraines.”
  20. 20. “And he’ll do it for free.”
  21. 21. We’d direct people to send us their migraine stories through a new website.
  22. 22. We’d direct people to send us their migraine stories through a new website. Build a database of migraine sufferers.
  23. 23. We’d direct people to send us their migraine stories through a new website. Build a database of migraine sufferers. Interview the most promising candidates.
  24. 24. Then choose two or three to treat for free, and video tape their personal stories along with their treatment.
  25. 25. In a few months we’d have our “Worst Migraine in L.A.” success story, and get it back on local TV news, YouTube, and our own website.
  26. 26. Then start calling back all the people in his database of migraine sufferers.
  27. 27. Plus we’d field calls from new prospects coming in from the follow-up story on the local news.
  28. 28. The results
  29. 29. My dentist wasn’t ready for something this big and it never happened. Thank you. If you liked this presentation, check out Prevent Conceptus Interruptus: How Math Can Improve Your Creativity.
  30. 30. Photos courtesy of: Aaron Harvey Hollywood Sign sj_sanders Dentist Deborah Leigh Migraine Barbie Eric Allix Rogers TMJ Andrew Magill Bank roll Thomas Hawk Insurance Sign Joe Shlabotnik Killer coin sign Juliana Coutinho Eye Stuhillphotography Search helicopter Alan O'Rourke Free sign Al Pavangkanan News van Kris Krug Big fish Thank you

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