Old-School Marketing Move SHOCKS PR Pro

You’d think – with more than a decade in the business – I’d know all of the tricks by now.  But when you’re so focused on what’s next for PR and marketing: Tumblr, NewsBasis, Posterous… – it’s easy to forget about what worked in the “good old days.”

While shuffling through the mail yesterday (snail mail, that is) – I found an envelope.  Handwritten. No return address.  Sent to my husband.  I opened it (nosey wife that I am) to find a newspaper article with a handwritten post-it note attached that read: “David, Check this out!  J.”  The handwriting SCREAMED female – and so the interrogation began…

Turns out – J isn’t some floozy on the side – but Mr. John Marino, general sales manager of Bernardi Toyota.  A man my husband’s never met – at a dealership my husband’s never visited. But the marketing trick got our attention.  So much so – that we’ve talked about it with dozens of friends, family members and colleagues over the past 24 hours.  In a world where everyone’s focused on “creating conversations” – nice move, Bernardi.

P.S. – Great timing.  We just so happen to be in the market for a new car.