My mate Scott Wilson, MD of Weber Shandwick’s Consumer Division, tells a great story about Antigua.
He was once in the fortunate position of having to promote the Caribbean paradise as a holiday destination, and was trying to find a hook. “We’ve got lots of beaches” they said.
But so what?
So Scott counted them, (OK I’m sure he didn’t actually count them but he found something out)
It turned out that Antigua had exactly 365 beaches.
And you know what that means – one for every day of the year.
Now, you can bet your flip-flops that everyone that read Scott headline, or hears that line about Antigua (including you) will never forget that little nugget about its abundant beachiness.
There’s always something – a hook, snippet or phrase – that you can leave people with.
It means that you’ll stay front-of-mind with them and give them a reason to recall your last meeting.
In fact, if it’s a good one, I can promise that they’ll even mention it the next time you speak.
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About Me
- Kevin Jackson
- The glasses are important, since I’m almost totally blind in one eye. This means I have zero depth perception. Instead of making snap judgements, I have to think around a subject and look again to try and gain a sense of perspective. And that’s what I’m doing here - taking a different view of the trends and patterns around us to see if they’re as close as they seem, or further away than we thought. There’s not a discipline within the communications mix that I haven’t spent time in – what connects them though, is my passion for igniting advocacy and word-of-mouth. I’ve also worked on multi-platform campaigns for some of the world’s biggest brands, we are all on first-name terms. Ultimately, whether it’s a consumer, business or internal audience, no one is exempt from my belief in engaging experiential communications. Over the last four years ago, I’ve been busy developing relationships across the telecoms, technology, FMCG, retail and energy sectors, to name a few.
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