When Merritt Baer’s company launched an app two years ago for buying last-minute theatre tickets as a discount, it had a simple public relations strategy. TodayTix would target the theatre community.
Baer figured exposure in trade publications like Playbill Magazine would build awareness about the company among the theatre-going public. But things didn’t work as planned.
“We came to the realisation that few theatre-goers read trade magazines,” Baer said. “We knew we needed to switch gears.”
So, the New York-based company tore up its initial communications plan. Instead, it took out billboard ads and went on a PR offensive in the mainstream and tech media. For its UK launch, the company hired a London-based PR team with local market expertise.