Where one step further can take you; Simple PR. Massive Returns.
I had wondered how Giselle and her colleague had scored the coveted spot on the talk show to discuss one of her company’s top sellers, Angostura Bitters, as it turns out, it was all about the phenomenal power of PR.
As Giselle tells it, she actually wasn’t in office when Maddows’ producers came calling to get feedback on the perceived shortage of Angostura Bitters. The prime-time, American talk show host apparently loves Bitters and does a regular cocktail segment. In any case, the producers wanted a quote which they got from an official company souurce, they said thank-you very much and that could have been the end of that.
But Giselle who has her PR nose trained to smell opportunity as a dog does a cat, followed up on the inquiry with an apology-for- my-absence phone call and a case of the ‘liquid gold’.
Days later, well, can’t you see how the picture tells the story.
Giselle and her colleague gets 5 minutes of airtime on a show that was named one of the top shows of the decade by The Washington Post in 2009 and whose star, Maddow, was also named a “Breakout Star of 2008” by The Washington Post and the Los Angeles Times.
” We only had five minutes but I wanted certain key messages to get across,” said Giselle :
1) Angostura Bitters is made in Trinidad and Tobago
2) Angostura also produces some of the world’s best rums
Angostura Bitters is still being produced but there was an issue with the bottles.
This interview was the result. You can call it mission accomplished, I’ll call a massive win for a cash strapped company that all the liquid gold in the world couldn’t buy.