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"89 Ways to Write Powerful Press Releases"
Lesson #26: Take a survey
Taking a survey, then writing about
the results, is a fabulous way to generate publicity and attention
for your product, service, cause or issue.
Publicist Judy Kalvin, a member of
The Publicity Hound Mentor Program, wrote the release below for
her client, Dragon Rouge, a brand design firm, after it surveyed
consumers in the U.S. and Europe about whether they prefer water,
spirits and beer in aluminum, glass or plastic containers.
Graphs showing survey results
accompanied the release. You'll learn more about how to use photos
and graphics in Week 9.
Judy paid $200 to
PRWeb to distribute the release. It was accessed more than
97,000 times. It appeared in Beverage Business Digest, Shelf Impact,
Packaging World and other trade publications. Notice the background
and methodology at the end of the release.
Here's the release:
For Immediate Release
Contact: Judy Kalvin
Kalvin Public Relations
Tel: 914.693.0123
Email
Dragon Rouge Fields First Beverage Package
Survey
U.S. and European Consumers Polled
on Preference for Aluminum, Glass or Plastic for Water, Spirits and
Beer
New York, NY – July 12, 2006 – Results
from Dragon Rouge’s Beverage Package Survey revealed that consumers
in both the U.S. and Europe prefer glass bottles for spirits and
beer, plastic bottles for (still) water, and are evenly divided
between aluminum cans, plastic bottles and glass bottles for soda.
Here are the highlights from the survey. In the U.S:
• 98% prefer glass for liquor
• 96% prefer glass for beer
• 89% prefer plastic for water
• 42% prefer plastic for soda, 36% prefer aluminum and 22% prefer
glass
While 46% of respondents said they have consumed beer in a plastic
bottle (mostly at sporting events), 86% said that consuming it in
plastic is less desirable than glass. Of these respondents, a full
40% believe that beer tastes better in glass bottles, while 37%
perceive that it isn’t as cold.
Of those who said that plastic was better (10%), the main reasons
cited were its shatterproof and lightweight qualities.
According to Jonathan Asher, President, Dragon Rouge, USA, “Despite
attempts to market spirits and beer in plastic bottles, it is yet to
catch on. Even with advantages of being shatterproof and
lightweight, plastic cannot overcome negative perceptions of taste
and not staying cold.” In Europe, recycling concerns were also
cited.
There was little difference noted by age or sex and the results were
largely consistent between Americans and Europeans with few
exceptions. Soda is consumed in plastic bottles more in the U.S.,
and glass more in Europe, while about equally in aluminum. And,
while they are not keen to consume beer in plastic bottles in either
locale, nearly half of the U.S. respondents have done so, while only
about one in ten Europeans have.
Background and Methodology of the Survey
Dragon Rouge, the world’s leading independent global brand design
firm, surveyed 100 consumers in the U.S. and Europe. The survey was
conducted electronically during the month of May 2006.
Graphs for the U.S., Europe, and overall are attached. A full survey
report is available from Dragon Rouge at
email.
###
Dragon
Rouge, LLC, is a privately owned brand design firm with offices
in New York, Paris, London, Warsaw and Hamburg.
"Special Report #19: How to Use Polls and Surveys That Brand You as
an Expert" shows you how to tie new products and services to
your poll or survey, how to use a survey to draw traffic to your
website, other uses for surveys besides publicity, when to take a
survey that ties into a holiday, and where to find hot topics for
surveys.
Opportunity #26:
Free demonstration
If you're rolling out a new
product, offer to do a free demonstration either in your store, or
via a video at your website.
Tomorrow: 'The local angle' to a national story
My free ebook,
"The Best of The Publicity Hound's Tips of the Week of 2005,"
features my readers' favorite tips.
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