One of the wonderful things about working in the world of PR is the element of surprise. Sometimes, when faced with the launch of a new product or service, it can be all too easy to think you have all the answers, without really asking the right questions. In my experience, this is particularly true when a client is launching into Australia for the first time.
When considering the right launch strategy, the challenge is to suspend everything you know and look long and hard at the market research, the target audience and put some trust in the client.
I say this from personal experience.
One day, back in 2000 when I was running a large consumer lifestyle team in a big Sydney PR agency, the ‘phone rang. At first it was hard to make out what the chap on the other end was saying on account of his strong Irish accent.
“I wanna talk to you about PR.”
“Yes….” I waited.
“I’m launching an online dating site and I wanna do some PR.”
I paused. Back then, online dating was for Americans. Not Australians. We met in pubs and clubs and through friends. Not online. The Internet was still in its infancy. Google was in nappies and social media hadn’t been born.
Plus, I was English and online dating – yuk. It was so, well, American.
“Well – what do ya think?” The Irish man questioned. “Do you reckon it will work?”
“Sure – why not!” Not being in the business of turning down new business, I wasn’t about to tell him what I really thought and booked him in for a face-to-face.
I wandered out of my office to share the news with my team.
“It’ll never work. Not in Australia,” I ventured.
“I’m not so sure,” offered my account manager, who was Australian, not an uptight Pommie like me.
“Just think of all the love stories – women’s mags will lap it up!”
And so, just like that, we launched RSVP in Australia. Our goal was to hit 500,000 members in 6 months. By 6 months we were almost at 1 million.
Our strategy and execution worked perfectly – we were in love with being in love and our journo friends loved us for giving them such great content. We shared mountains of “I found love online” stories, we shared the first online marriage, we offered tips and advice for safe dating – even introduced the ‘coffee catch-up’ as a first date concept.
We partnered with Universal Studios and held a VIP media party for the launch of Bridget Jones’ Diary. The invitation was sent out on a pair of big knickers and the event goody bag included a gorgeous lace and silk G-string and free RSVP membership. It was fun, it was creative and it worked.
RSVP was later bought by Fairfax and is still one of the leading online dating sites today, which just goes to show that when it comes to creating and executing a fabulous PR campaign to trail blaze into the Australian market, nothing ventured nothing gained. Suspend all beliefs, pare back your opinions, keep an open mind – and jump!
