Our client Peridot Webster-Steele, the owner and proprietor of “Peri’s Plus Limited”, a bra boutique based in Couva, Trinidad, W.I. is known for having innovative, challenging and unique ways of setting her apart from others in the undergarment industry. And so it came at no surprise to us when she first said she wanted to throw a Bra Festival titled BRAVO or “Bras Really Add Value Overall” in celebration of her 10th Anniversary in business. “I want it big!” she said. “I want the full works, TV, Radio and print, how can we make this happen?” Our first response was that we’d give it our best shot (media coverage is never a guarantee) but there was one thing we knew for sure, the mere concept of a Bra Festival in T&T was sure to turn heads.
By the time the event took place on Saturday 28th October, 2017, Peridot Webster-Steele and the Bra Festival had received coverage via interviews on radio and television stations, the print and digital media, gained wide-spread attention on social media and was eventually attended by close to 600 persons.
Here’s our top 5 reasons why the Bra Festival became a HUGE Public Relations success:
1. Novelty- be the first in your industry to do it!
The headline of our first press release was intentionally worded to catch the attention of any newsroom editor while stating categorically, “this is new, this is the first!” The headline which read “T&T to host Caribbean’s first annual Bra Festival” and the ensuing press release covered all the basics with quotes from Peridot Webster-Steele giving brief insight into the intention of the Bra Festival. The very next day, the Trinidad Express Newspaper, the most coveted newsprint in the local market gave the story a full page run, in full colour and used the press release word for word! This could simply have been a case of timing with not much else happening in the local landscape in that particular beat that week, or it could also be that newspaper’s instinct to be the first to break this news to its readers!
As it would have it, Trinidad Express gained significant traction from curious onlookers as well when they posted it to their social media accounts. The novelty and newness of the event and the subject matter of bras, caught the attention of local Calypso King Dr. David Rudder who commented on it on social media, as well as the popular local satire programme “The Rundown” with hosts Ancil “Blaze” Isaac giving the event due mention on the show.
2. Crushing the Gap left in the industry!
The bra festival identified a gap in the undergarment industry and skillfully filled it with the first event of its kind to cater specifically to the fuller busted woman. By doing so it spoke directly to the 80% of women who wear the incorrect bra size or who are challenged with finding affordable, stylish bras for purchase that fit them perfectly. The bra festival provided a solution! with bras ranging from size A to O and as such immediately gained traction on social media with shares, comments, likes, tags in the hundreds. Friends were tagging each other with comments of excitement of the prospect of a proper bra fitting, free entry, stylish bras and more.
3. Trending, trending, trending!
Any media pitch which shows that the story you are pitching is on trend is sure to score big with editors or journalists. It is essential that you keep an eye on what is constantly getting coverage and what is creating a buzz in the environment around you. For us in T&T it has been festivals! In the lead up to the PR campaign for “BRAVO” we did our homework and realised that in the months prior, Trinidad and Tobago had hosted a Muslim Fair; New Fire Festival for music and arts; the music festival; and a film festival. By using recent trends, upcoming holidays, or other newsworthy “pegs”, you establish the newsworthiness and timeliness of your news pitch, and which news editor doesn’t want to cover the next big thing in line with the latest trends?
4. The Dynamism of Peridot Webster-Steele
Peridot Webster-Steele is an entrepreneur in a league of her own, with a can do attitude that sets her apart from many. She truly embraced the ideal of not waiting until everything was perfect to begin, and her anxiousness was felt through many late night phone calls with both excitement and fear of the unknown. In the end, she did what many entrepreneurs are tasked with doing from time to time- jumping in! Her dynamism and keen sense of preparedness also meant that she was always focused on the mission of the Bra Festival, had her key messages close to her and knew exactly the points she wanted to convey for every media interview she was sent on. Her poise and control made her interview ready- and a ready guest is always a guest that is welcomed and asked to return!
5. Looking Beyond the PR Plan
This leads us to our last point- the big WHY? Many businesses focus on their PR objectives in the short term, for this project or for this festival without understanding the bigger goal of public relations which is to ensure business growth. Peri’s Plus was never overshadowed by the Bra Festival it was hosting and rightly so- your PR goals should always be tied to real business results. It’s crucial you work in both the long-term and short-term space. Things must be done in the context of the long-term but planned within the scale, realities, and agility of the short-term. Peri’s Plus was successful in this regard by promoting the boutique first and foremost in all media interviews and ensuring that it gained the necessary traction for future growth. Attendees to the bra festival walked away asking ““where can I find your store? I want more!”
