You may have heard Jason Rose’s name in the press recently — and with good reason.
He’s now representing Amy and Samy Bouzaglo from Amy’s Baking Company. Yes, that Amy’s Baking Company.
As founder and president of public relations firm Rose+Moser+Allyn, Jason Rose is no stranger to controversy.
In fact, his firm has been behind some of the most talked about publicity stunts in Arizona. (E.g., attempting to name the Cardinals stadium the Pink Taco Stadium.)
You can check out his expert tips for dealing with negative press below and score 10 guerrilla marketing tactics for small business owners in our latest (free!) ebook while you’re at it!
All Press Isn’t Good Press
So you came up with what you thought was an amazing guerrilla marketing idea and things didn’t go quite as planned? Don’t worry, we spoke with local PR genius and guerrilla marketing expert, Jason Rose, about his advice for what to do when guerrilla marketing goes wrong and how you can help make sure your campaign is a success.
Check out what he had to say below:
Scott’s Local Business Corner: Jason, you’re founder and president of local PR firm Rose+Moser+Allyn. Can you start by telling us a little about it?
Jason Rose: Started in 1996, we have represented some 450 clients focusing on public relations, public affairs (getting government to do something – or not), elections, crisis communications, and lately, events. Indeed, it was a real privilege in 2012 to help lead marketing efforts for Garth Brooks, Bob and Renee Parsons, and the largest single-day polo event in the United States this year – the Scottsdale Polo Championships: Horses & Horsepower. We have a particular reputation for creativity and aggressiveness.
SLBC: You’ve created a lot of guerrilla marketing campaigns for your clients. Can you offer any advice on what a company can do if a campaign goes wrong?
Jason: Apologize and move on. The public is forgiving. You just have to have the courage to say you were wrong.
SLBC: Should a company try another guerrilla marketing tactic if their first attempt isn’t well received?
Jason: Of course! Public relations is a lot like being a starting pitcher in baseball. Success occurs when you win more than you lose but you won’t even be in the game if you don’t take the mound. It’s the same in public relations. Not every execution will be a home run. You just can’t be scared of striking out.
SLBC: Are there any guidelines a company should follow when deciding if a guerrilla marketing campaign is right for them?
Jason: We never like to pull plans off the shelf, so no. What may work for someone may not be right for someone else. Clients deserve customization. And while some ideas may be used more than once (unless two companies are Siamese twins) approach and deployment should be different.
SLBC: What are some of the guerrilla marketing campaigns you’ve run in the past?
Jason: The Stingray Sushi political campaign signs have received a lot of attention. Those started during the 2010 elections and were also used in the Phoenix mayor’s race in 2011, and most recently, they were used to highlight President Obama and Governor Romney. Not everyone liked them, but rare is anything one does. And in this case, the client used innovation and free speech rights to garner valued attention.
SLBC: Do you have a favorite guerrilla marketing campaign you can tell us about?
Jason: When Tempe Marketplace opened several years back, we commemorated by placing naked mannequins all over the Valley. That got media attention and a lot of water cooler discussion! But my favorite will likely always be when the Pink Taco restaurant opened at the Scottsdale Waterfront. The mayor of Scottsdale didn’t like the name so it got a lot of local and national attention. And then a big idea came along. The owner of the restaurant was very wealthy as he was the one who founded the Hard Rock Cafe. The restaurant offered many millions to name the then nameless Arizona Cardinals Stadium Pink Taco Stadium. The response was extraordinary.
SLBC: What can a small business do to help ensure their campaign will be a success?
Jason: Hire us. All kidding aside, budget drives strategy. Even a little budget can help pour lighter fluid on an idea. It’s all about concept and execution — otherwise you are just talking without speaking.
There You Have It!
Thanks to Jason for sharing his guerrilla marketing advice with us on how small businesses can rebound from bad press. It will be very interesting to see whether or not he’s able to help Amy’s Baking Company do the same, especially with the overwhelmingly negative press they’ve been receiving from all angles: television, blogging, social media, word of mouth, (we could go on…).
Either way, at least you’re armed with some great tips… and a free ebook — sounds like win-win to us!
What do you think of the guerrilla marketing advice shared by Jason Rose?