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March 23, 2012


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Tony Faustino

Great post David. Ohio Arts missed an opportunity to fully consolidate their newsjacking opportunity. Even a short YouTube video from their CEO or a top executive team member (similar to what Taylor Guitars CEO, Bob Taylor did during the United Breaks Guitars debacle), would have really sealed the deal.

David Meerman Scott

Tony - Yes. They did miss an opportunity.

Jeff Ogden

Great post on a missed marketing opportunity, David. When I spoke to you on our live interview, you shared the advice of real time PR, like the Gwenneth Paltrow fire. This Ohio Arts example shows what happens when you fail to capitalize - no website update, no Youtube video and no press release.

Joe Pulizzi wrote about this and alerted me to your post. Great thoughts here.

Jeff Ogden, President
Find New Customers
Host of Mad Marketing TV

Jose Palomino

What a great slice-of-life post to remind us of some real-world business implications. I never considered these missed opportunities of Etch-a-Sketch, and it makes me wonder how many times we miss the chance to capitalize on our own opportunities -- whether it be in the news or in passing conversation. I wonder: how can we remain better aware of these opportunities before they pass us by? I honestly think one way is continuing to remain aware of other company’s PR successes and failures, and that means being consistent in reading blogs and the news. What other ways do you think we can remain “in the know” with our (unforeseen) marketing opportunities?

David Meerman Scott

Jeff -- Yes, it is strange that the company didn't do anything clever on their own site or YouTube channel.

Jose -- I think it is important to read a newspaper every day and a newsmagazine every week. I go to Google news with the filters turned off a few times a day. Serendipity is important.

Aaron Strout

This is a good post from Max. Thanks

Sunshine Coast Bookkeeping Service

Just recently heard about the term “newsjacking” and I find it imperative in this modern society. Upon reading the post, I realized how technology influences every sector of the community. I also agree to the significant role it plays to this year’s U.S. presidential elections.

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