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Guerrilla Marketing Secrets | Peter Freedman
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Capturing attention in a sea of digital noise is a challenge and an art form. In this episode of Authors Who Lead, Peter and I discuss the importance of humor and creativity in public relations (PR), highlighting strategies that propelled the mental health app Calm into the spotlight. Peter shares invaluable insights on the power of quirky PR, creative naming, and the essential practices startups should adopt for effective branding and marketing.
Timestamp:
00:00 Inspired by involvement with the meditation app Calm.
04:48 Calm succeeded by being lighthearted and approachable.
06:48 "Silly PR outshines serious PR with creativity."
12:13 Nontraditional PR is consumer-led, engaging marketing.
14:03 Viral movie about sheep shown globally.
18:08 Assess the client's comfort with quirky strategies first.
23:01 Calm's clever marketing: viral sponsorships and advocacy.
24:55 Good ideas naturally spread worldwide without effort.
29:45 Sleepstorming coined; idea gained media attention.
31:48 First sleep storyteller in residence gains attention.
36:56 Brands grow up and lose their playful creativity.
39:26 Design for attention early; marketing essential throughout.
42:05 "Essential book for leaders, authors, creators."
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