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Robert Kirwan's
Personal
Philosophy of
Public Relations |
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 | It's not how much your product or service is worth that is
important, it's how much people think it's worth. This is where it is
important to identify value-added benefits that will add to the
"perceived worth" of the product without necessarily adding
to your cost to produce the product. For example, if you run a hockey
club and night after night you sell only 2000 tickets in a 10,000 seat
arena, you have 8000 empty seats which can be used to add value to
your product. If you give away a free ticket for every ticket sold,
then you have added value without adding cost. If this promotion
results in the sale of 3000 tickets while giving away 3000 more
tickets, you have an arena that is 60% full and have made an extra
1000 tickets in sales. |
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| In order to supply something, you must first of all create a demand. |
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| Marketing is not the art of selling. Marketing is not even about
convincing someone to buy your product. It is the art of creating
conditions by which the buyer convinces himself that your product is
something he wants. And nothing is more convincing than hard evidence
that others want the same thing. Let us use the hockey example again.
If you were one of the original 2000 ticket buyers, you would notice
that the arena was very empty. With 80% of the seats empty, you don't
perceive much of a demand. However, when 6000 people are in the seats,
you feel as if you were lucky to be included in this large group. It
will seem as if the demand for seats will soon be greater than the
supply. In a very short period of time, the owner will find that he
has 5000 "paying customers" who have brought in another 5000
"complimentary customers", and the arena will be sold out.
Soon, you will be able to drop the 2 for 1 deal and discover that the
arena continues to be sold out because you have convinced the fans
that if they don't buy a seat, someone else will and then they will
miss out on something that others want. |
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