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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  August 25, 2011

A Great Publicity Idea

I talk a lot about applying your expertise either to a cause or a problem.  Here’s a great example from the business to consumer files..

With their “Date Drive” project, Volkswagen in South Africa got a lot of press (and a lot of takers) by loaning a new car for first dates.  The engagement was all over this campaign:  you had to apply by answering eight questions, then you had to give feedback about the experience afterwards.  The result:  this cool chart that proves once and for all that a hot car can make you more attractive.

How to apply this idea:  take conventional wisdom and then set out to prove it.  Use plenty of humor.  The marketplace loves an experiment, especially when there’s something in it for the participants.

Many thanks to Vicky Likens for passing this fabulous project on.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.