Do a Stunt, Man.

This is the seventh and final installment of a blog series called “Keys for a Comeback” written to help businesses and non-profits dealing with challenges due to COVID-19.

Caution: This last key is not for the faint of heart. If you’re a timid person, you should probably switch off or tune out now. For the rest of you, let’s dive in. There are times when nothing you say will make a difference. In times like those – and yes, this may be a time like that – you need a Hail Mary pass. Well, here it is. When nothing you say saves the day, it’s time to do something.    

I advise my clients on a regular basis regarding both visual design or verbal brand communication. However, there are occasions when your brand’s personality must grow legs and perform some crazy or heroic act within the community it serves. I call them stunts. They are risky. They are challenging. But boy, can they pay off.    

What does your brand need to do in the community in order to get everyone’s attention? Do you need to give something away for free (or for a dollar) like Jimmy John’s does once a year? Do you need to invent your own holiday around your product and post the date on every billboard within a 1 mile radius? Do you need to buy a giant inflatable dinosaur and put it on your roof? Do you need to hire a flash mob to stroll downtown dressed as some hilarious character that makes total sense for your brand?    

Whatever you decide to do, go big with it. If you go big enough, it will create a groundswell of attention. People will tell their friends, some will post on social media and you might even make it onto the morning news.     

Lastly, think about a charity aspect to your stunt. Is there something you can donate or give away? Maybe it’s a percentage of sales. People are always more open to surprises when they support a good cause - even if the main reason is to get business going once again.