An Ugly Tie Can Look Good

October 6, 2011

I was in Vancouver recently and was asked, on the spur of the moment, to create a commercial for a promotion that the B.C. Paraplegic Association were running – wear an ugly tie on September 29 and show your support for spinal cord injuries.

Like any good ad guy, my thoughts come prepared in 30 second units.  They actually gave me five minutes to prepare.  So I rattled off a quick commercial for them to post on their website and on You Tube.

The BCPA were also able to get many opinion leaders in British Columbia to participate, including former John Reynolds, Senator Gerry St. Germain, and other B.C. luminaries.

Shows you what you can do with a little chutzpah and a video camera.  They supported these Youtube videos with a raffle and other activities and in their first year were able to raise more than $30,000 for their organization.

While the “Ugly Tie” idea has been done before, as have tie and hat raffles, what makes these kinds of promotions successful is the execution.  That means getting the organization and all its members and stakeholders behind the promotion.

That makes it fun.  You then work the positive emotion with the crowd to get them to cough up some bucks.  So, good for you BCPA.

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