Estimated Time to Read: 2 minutes, 0 seconds [what’s this?]
I've been at this PR thing for a while, and the art to keeping a client relevant at times is chiming in with holidays. However, Halloween is a little different. Unless it's death, horror or anything else sardonic (like tax collecting or gas prices), it's tough to find an angle.
And then there's this guy: Meet Chris Kammer, DDS of DentalEconomics.com. Yep, a dentist has figured it out and if you were so inclined, the riddle has been solved for you as well. Leave it to this profession to find a loophole, create a need and make a story out of this ghoulish day.
He calls it the "The Halloween Candy Buyback."
After sifting through this very long press release that could double as a chapter from "War and Peace" (seriously Doc, call a brother), it seems the young tooth expert has a nifty idea. Here's the Cribbs Notes:
Your [Dental] office offers to pay trick-or-treaters one dollar per pound for their excess uneaten, unopened Halloween candy. The children also receive a flashing Dr. Fresh Firefly toothbrush and a coupon for a kid's meal at a local restaurant. The candy is then shipped to our troops in Iraq, allowing them a moment or two of enjoyment in support of their efforts.
Of course, this is a PR win on three rudimentary levels:
- 1. Find a cause - You could cite the many statistics from the First Lady's "Move On" initiative against childhood obesity. Less candy consumed by kids means less pounds put on so the kids can still fit on those expensive jeans.
- 2. USA - Put your hand over your heart. Anytime you can think of something to do to help those who serve this country, it is never a bad thing. And what's so bad about giving some NAvy SEALs a crate full of Laffy Taffy?
- 3. Timing - It's Halloween, Election Day and moving into sweeps. Talk about "the Perfect Storm." Genius, if only it was set up that way.
So, I support the "Halloween Candy Buyback," even if only in spirit. Moral of the story, kids: It's never too late to think of an idea to help your client. Happy dreaming and have a BOO-tiful day. (Okay, I'm sorry about that last part.)