May 23, 2014
Content We Love: You Can’t Touch This
The staggering rate at which technology continues to advance leads many of us wonder just how much of our daily lives can be controlled or influenced by a gadget. Well, as evidenced by the recent press release titled,“Kohler’s Touchless Toilet Technology Marks a New Era in Toilet Flushing,” the possibilities are boundless. The amount of media attention that this announcement is generating throughout the tech community signifies the value of using press releases to communicate a great story, strike a chord with readers, and generate measureable ROI for marketers. While we usually highlight press releases on this blog containing visual elements, ironically this one stood out for its ability to grab reader’s attentions without it. For these reasons, Kohler’s magical touchless toilet is the subject of this week’s Content We Love.
Great stories stick with your audience and inspire them to act. In this case, it is an opportunity for Kohler to generate more sales for their groundbreaking new product. While automatic toilets already exist in public restrooms, this is the first time that they’ve become available for private use in all homes. It’s cutting-edge, futuristic, and clean, a narrative which is simply irresistible to our tech-savvy and health conscious culture.
Use compelling stats and figures to support your claim and be persuasive. Kohler conducted a study which finds that 51 percent of people are paranoid about germs in the bathroom. In a genius effort to drive that point further, they put the focus on just moms and children which increases that figure to 65 percent. A clear problem among a significant population has been established, and Kohler uses this release as an opportunity to raise awareness of a simple solution.
Provide readers with information that will improve their lives. An excerpt of a quote from Brian Hedlund, marketing manager of Kohler toilets and bidets says, “Homeowners are of course worried about the hygiene and health of their family members, and the toilet trip lever is an obvious area of hygienic concern. Touchless takes that concern out of the equation, utilizing new technology to provide a touchless way to control the flush.”Not only does this quote from an executive leader humanize the brand, it also states the point of view from an audience perspective and not the brand’s. When you use distribution to spread awareness of this message, it makes the intention of the message to be about helping more people, not selling more products. This slight nuance in the way your content is presented greatly impacts whether the audience will care about what you have to say or simply tune it out as another advertisement.
Kohler earned media pickup on major websites such as Yahoo!, Gizmodo, and Engadget, each of which links back to their press release and underscores that journalists still look to news releases as a source of ledes. Furthermore, Kohler benefits from the additional traffic that flows back to their company website after readers click on the links in their press release to find out more information.
This press release showcases the fundamentals of a great PR story: one that the audience strongly relates to which fulfills a demand or need and spurs interaction. Congratulations to Kohler on a job well done!
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