Rich Leigh talks PR stunts at #PRFest

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Rich Leigh has just published his first book, which shot to no.1 on Amazon. He was invited to speak at #PRFest about stunts - are they still relevant? What do they achieve? www.prfest.co.uk

Marketing

PR st unt s – a r el i c of
a bygone age, or a
usef ul PR t act i c?
@richleighpr #CUNNINGSTUNTS

• Love Jim Moran era of
stunts – ‘the fame formula’
• Prexamples.com. 2012.
2,000+ posts.
• Have worked on hundreds
personally
• but most importantly…
Why am I her e?
@richleighpr #CUNNINGSTUNTS

To def end t hem
@richleighpr #CUNNINGSTUNTS

Wi l l y- wavi ng
bi t1. Decade in PR, founder of
2. Named in ’29 under 29’
5. Founder of
4. best-selling author
3. Have led campaigns for:
Vuelio’s #1 pr blog
@richleighpr #CUNNINGSTUNTS

Asked some i ndust r y
f r i ends…
1. unmeasurable
2. Tacky/not serious
3. Not good value for money
4. Hit and miss
(Stunt is usually one-off, campaign
multi-stage)
@richleighpr #CUNNINGSTUNTS

Language around it – “pr stunt” co-opted
and used negatively in politics and
entertainment
@richleighpr #CUNNINGSTUNTS

1. unmeasurable
2. Tacky/not serious
3. Not good value for
money
4. Hit and miss
@richleighpr #CUNNINGSTUNTS

Measur i ng up
• Increase in sales?
• Increase in site traffic?
• Increase in links?
• Increase in sign-ups?
• How are you tracking?
Google Goals blog:
goo.gl/1tHoRq
@richleighpr #CUNNINGSTUNTS

40% increase in calls
@richleighpr #CUNNINGSTUNTS

Monopoly hid real money (£15k) in limited
number of sets
@richleighpr #CUNNINGSTUNTS

1. unmeasurable
2. Tacky/not serious
3. Not good value for
money
4. Hit and miss:
go no-to-low
budget!
@richleighpr #CUNNINGSTUNTS

What do good st unt s have i n
common?
1. explainable in a sentence
2. Relate to product/service
3. Clear and measurable
objectives
4. Visual
@richleighpr #CUNNINGSTUNTS

What shoul d a good
st unt do?
1.Reach intended audience
2.Create a reaction
measurable increase in share of voice, links
from authoritative sites, newsletter signups,
enquires and/or sales
3.Answer client brief
4.Inspire thought and/or debate, shock or
entertain
@richleighpr #CUNNINGSTUNTS

On car i ng onl y f or your
audi ence
Paddy power: “One of the
ways we differentiate
ourselves is by making
mischief. It entertains
customers and that’s what we
love doing.”
@richleighpr #CUNNINGSTUNTS

Thi nki ng cr eat i vel y
Creative thinking is a process.
Not always a long one, not
always a collaborative one,
but generally follows these
steps:
@richleighpr #CUNNINGSTUNTS

1. Know your client – insight, competitors, audience
2. Research: What’s worked? What hasn’t? Why?
3. Say ideas out loud, in a sentence/headline
4. Does it inspire thought? debate? Does it shock?
Does it entertain?
5. Is the reaction measurable? What does your client
want from the campaign?
Thi nki ng cr eat i vel y
@richleighpr #CUNNINGSTUNTS

React i ve and seasonal
st unt s
B&Q ‘increase in demand’
memo
@richleighpr #CUNNINGSTUNTS

Longer campai gns
Break into stages of
creative content.
Consider ways to
engage and then re-
engage audiences.
Not competition format?
Drip feed content to
audience using all
available channels.@richleighpr #CUNNINGSTUNTS

Budget i ssues?
@richleighpr #CUNNINGSTUNTS

Pi t f al l s
Leeds Met’s Richard Bailey:
“judgement is the most
valuable and most
underrated skill in PR”
Good example of judgement:
Sandals Resort refund - ‘no
future weddings or stays’
@richleighpr #CUNNINGSTUNTS

Exampl es of bad
j udgement
Puma sent a flash mob to
Champions League
losers Borussia
Dortmund
American Apparel’s ill-
judged sale during a
hurricane that killed
almost 300 people
@richleighpr #CUNNINGSTUNTS

Don’ t …
• shoehorn a good idea
• rush to use a new
medium/technology
• mistake headlines and RTs for
success – who outside of PR
knows or cares?
Awards do not a happy client make
(one ex-client spent £50k on
campaign – zero return)
@richleighpr #CUNNINGSTUNTS

Thank you – and t he
Top 20 Campai gns and St unt s
of each year
2012: goo.gl/NXYmnH
2013: goo.gl/7efTkc
2014: goo.gl/D5iNsW
2015: goo.gl/1mfcij
2016: goo.gl/Db6eq2
@richleighpr #CUNNINGSTUNTS

@
#
www.
rich@radioactivepr.com
01452 698765
@richLEIGHPR
Radioactivepr.com
@richleighpr #CUNNINGSTUNTS

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E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times. Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management. Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences. The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.

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Rich Leigh talks PR stunts at #PRFest

1. PR st unt s – a r el i c of a bygone age, or a usef ul PR t act i c? @richleighpr #CUNNINGSTUNTS

2. @richleighpr #CUNNINGSTUNTS

3. • Love Jim Moran era of stunts – ‘the fame formula’ • Prexamples.com. 2012. 2,000+ posts. • Have worked on hundreds personally • but most importantly… Why am I her e? @richleighpr #CUNNINGSTUNTS

4. To def end t hem @richleighpr #CUNNINGSTUNTS

5. Wi l l y- wavi ng bi t1. Decade in PR, founder of 2. Named in ’29 under 29’ 5. Founder of 4. best-selling author 3. Have led campaigns for: Vuelio’s #1 pr blog @richleighpr #CUNNINGSTUNTS

6. Asked some i ndust r y f r i ends… 1. unmeasurable 2. Tacky/not serious 3. Not good value for money 4. Hit and miss (Stunt is usually one-off, campaign multi-stage) @richleighpr #CUNNINGSTUNTS

7. @richleighpr #CUNNINGSTUNTS

8. Language around it – “pr stunt” co-opted and used negatively in politics and entertainment @richleighpr #CUNNINGSTUNTS

9. 1. unmeasurable 2. Tacky/not serious 3. Not good value for money 4. Hit and miss @richleighpr #CUNNINGSTUNTS

10. Measur i ng up • Increase in sales? • Increase in site traffic? • Increase in links? • Increase in sign-ups? • How are you tracking? Google Goals blog: goo.gl/1tHoRq @richleighpr #CUNNINGSTUNTS

11. @richleighpr #CUNNINGSTUNTS

12. @richleighpr #CUNNINGSTUNTS

13. @richleighpr #CUNNINGSTUNTS

14. 1. unmeasurable 2. Tacky/not serious 3. Not good value for money 4. Hit and miss @richleighpr #CUNNINGSTUNTS

15. 40% increase in calls @richleighpr #CUNNINGSTUNTS

16. @richleighpr #CUNNINGSTUNTS

17. @richleighpr #CUNNINGSTUNTS

18. 1. unmeasurable 2. Tacky/not serious 3. Not good value for money 4. Hit and miss @richleighpr #CUNNINGSTUNTS

19. @richleighpr #CUNNINGSTUNTS

20. Monopoly hid real money (£15k) in limited number of sets @richleighpr #CUNNINGSTUNTS

21. @richleighpr #CUNNINGSTUNTS

22. 1. unmeasurable 2. Tacky/not serious 3. Not good value for money 4. Hit and miss: go no-to-low budget! @richleighpr #CUNNINGSTUNTS

23. @richleighpr #CUNNINGSTUNTS

24. @richleighpr #CUNNINGSTUNTS

25. @richleighpr #CUNNINGSTUNTS

26. What do good st unt s have i n common? 1. explainable in a sentence 2. Relate to product/service 3. Clear and measurable objectives 4. Visual @richleighpr #CUNNINGSTUNTS

27. What shoul d a good st unt do? 1.Reach intended audience 2.Create a reaction measurable increase in share of voice, links from authoritative sites, newsletter signups, enquires and/or sales 3.Answer client brief 4.Inspire thought and/or debate, shock or entertain @richleighpr #CUNNINGSTUNTS

28. On car i ng onl y f or your audi ence Paddy power: “One of the ways we differentiate ourselves is by making mischief. It entertains customers and that’s what we love doing.” @richleighpr #CUNNINGSTUNTS

29. Thi nki ng cr eat i vel y Creative thinking is a process. Not always a long one, not always a collaborative one, but generally follows these steps: @richleighpr #CUNNINGSTUNTS

30. 1. Know your client – insight, competitors, audience 2. Research: What’s worked? What hasn’t? Why? 3. Say ideas out loud, in a sentence/headline 4. Does it inspire thought? debate? Does it shock? Does it entertain? 5. Is the reaction measurable? What does your client want from the campaign? Thi nki ng cr eat i vel y @richleighpr #CUNNINGSTUNTS

31. React i ve and seasonal st unt s B&Q ‘increase in demand’ memo @richleighpr #CUNNINGSTUNTS

32. Longer campai gns Break into stages of creative content. Consider ways to engage and then re- engage audiences. Not competition format? Drip feed content to audience using all available channels.@richleighpr #CUNNINGSTUNTS

33. Budget i ssues? @richleighpr #CUNNINGSTUNTS

34. Pi t f al l s Leeds Met’s Richard Bailey: “judgement is the most valuable and most underrated skill in PR” Good example of judgement: Sandals Resort refund - ‘no future weddings or stays’ @richleighpr #CUNNINGSTUNTS

35. Exampl es of bad j udgement Puma sent a flash mob to Champions League losers Borussia Dortmund American Apparel’s ill- judged sale during a hurricane that killed almost 300 people @richleighpr #CUNNINGSTUNTS

36. Don’ t … • shoehorn a good idea • rush to use a new medium/technology • mistake headlines and RTs for success – who outside of PR knows or cares? Awards do not a happy client make (one ex-client spent £50k on campaign – zero return) @richleighpr #CUNNINGSTUNTS

37. Thank you – and t he Top 20 Campai gns and St unt s of each year 2012: goo.gl/NXYmnH 2013: goo.gl/7efTkc 2014: goo.gl/D5iNsW 2015: goo.gl/1mfcij 2016: goo.gl/Db6eq2 @richleighpr #CUNNINGSTUNTS

38. @ # www. rich@radioactivepr.com 01452 698765 @richLEIGHPR Radioactivepr.com @richleighpr #CUNNINGSTUNTS

Rich Leigh talks PR stunts at #PRFest

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