A story running in today's Forbes says EchoStar announced it plans to give away free satelitte TV subscriptions to all the residents of any town that changes its name to DISH.
The article refers to the announcement as "a novel--if bizarre--marketing strategy..." The fact is, Half.com did this several years ago, as Mark Hughes details in his book "Buzzmarketing." I think EchoStar is taking it too far, though. Hughes only asked residents of Halfway, Oregon to change the town name to Half.com for a year; EchoStar says the name change must be permanent, including changing the city name on all buildings and signs.
I think the tone EchoStar uses here comes off as arrogant, not charming, which is the wrong way to approach people as a corporation. I think their PR move here lacks originality, for sure, and acts more like a giant coupon in press release form. But it would no longer surprise me if some town accepted the offer.
Interestingly, the Forbes article failed to mention Hughes and Half.com at all.
Hi Daniel,
Saw your blog post about ECHOSTAR & Half.com.
Just want to say thanks...
The inside buzz on this: I just pitched ECHOSTAR on engaging me to do it the right way with another approach.
We'll see if they know buzz!
Mark Hughes
CEO/Author, Buzzmarketing
Boutique Buzz, Branding, and PR
http://www.buzzmarketing.com
Author, "Buzzmarketing" (Penguin/Portfolio July, 2005)
http://www.buzzmarketing.com/book.html
Posted by: mark hughes | August 25, 2005 at 09:52 AM
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