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Direct Action PR – Drive Sales Through Your Web Address
Perhaps the most powerful sales tool available today is your web address. It is visible, actionable and measurable. The key is to get it in front of the right people at the right time with the right message.
Our client Texacan Beef & Pork Co. recently utilized Direct Action PR to do just that. On November 26, 2003, a brief description of Texacan’s barbecue food products and its web site address appeared in The New York Times dining section:
Here is pecan-smoked barbecue that doesn’t come from Texas, Tennessee or the Carolinas but can hold its own with any of them. Though I’ve never heard pulled pork mentioned in the same breath as “a rich maple vinegar and pepper cuvée” the lean pork manages to transcends its over-the-top description and is worthy of consideration, along with barbecued brisket and chopped beef from the same company, Texacan. The brisket is lean but tender, rich and meaty, with a touch of sweetness and smokiness and is moist enough to eat without sauce. The chopped beef has the same excellent characteristics.
Packages include Big Al’s Journey, three pounds of pulled pork with a bottle of Swearin’ Sauce, $48.99; Big “D,” three pounds of chopped beef with a bottle of Cussin’ Diablo Sauce, $63.99; and San Jacinto, a four-pound-plus brisket with Cussin’ Diablo Sauce, $79.99. The Texacan Beef & Pork Company in Ashburn, Va., is at www.texacan.com or (877) 877-8766. Dec. 17.
The timing was ideal, as the piece alerted consumers to a new Holiday meal idea. In addition to The New York Times, the article appeared in the The Miami Herald, Chicago Tribune, Long Beach Press-Telegram and Lexington Herald-Leader. The impact on sales was immediate. Texacan’s revenues increased 10 fold through the end of 2003, due almost exclusively to this single article. The company also continues to field inquiries from potential large institutional customers.
Direct Action PR works.
If you’d like to learn more about how PR can work for your organization, contact Principor Communications at 202-595-9008 or info@principor.com.
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