Re-introducing a dated brand
SITUATION: Perfect Pushup, a brand known mostly for its original Perfect Pushup product, needed to communicate the fact that the brand was evolving and adding several new products to its product line. The brand was “stuck” in its perception from its late-night infomercials and print ads in the back of “muscle and fitness” magazines. The company brought CGPR on board to elevate the brand to the next level of consumer awareness. One of the many strategic tactics that CGPR utilized was a focused media relations effort that included a media tour in New York City with relevant media outlets to introduce the brand and its products to key mainstream consumer editors.
TACTICS: CGPR merchandised a hotel event space turning this ins at Perfect Pushup workout venue hosted by the then CEO, Alden Mills. Media were invited to come work out using the wide range of Perfect Pushup equipment. CGPR organized the entire event soup to nuts. The Agency conducted three weeks of outreach to over 50 media outlets to secure appointments with Associated Press, Brides, crunchgear.com, Exercise for Men Only, Forbes.com, Fortune Small Business, Men’s Exercise, Men’s Vogue, National Geographic Adventure, Natural Body Building and Fitness, Popular Mechanics, Self, Shape, Sports Insight, Town & Country Travel, Urban Climber and US Weekly, among others. CGPR and Perfect Pushup CEO Alden Mills hosted workout sessions that lasted an average of 30-45 minutes, an above-average amount of time to spend with editors. Product requests were taken onsite for follow-up and each editor was given a Perfect Pushup Mobile unit product to test.
RESULTS: This event accomplished three goals: introducing a modern Perfect Pushup, reinforcing Alden Mills as a business leader and engaging mainstream consumer media. CGPR secured coverage that supported one of Perfect Pushup’s two key buying seasons. These included Associated Press, “The Morning Show with Mike and Juliet” (Fox), Men’s Health, Self and US Weekly with additional placements in crunchgear.com, Men’s Journal, Playboy, Shape, and Women’s Health. The Associated Press story generated an additional 98 placements, reaching 2.5 billion in audience value/impressions. In addition, Jennifer Love Hewitt raved about the product in US Weekly, further showcasing the brand’s momentum.
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