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I wish I could say these were my ideas ...

I wish I could say these were my ideas ...

October 05, 2010

Sheraton Hotels and Core Performance shut down 7th Avenue in New York City to set a world record for largest strength workout with resistance bands -- and create a buzz over the hotel's new fitness facilities.

You already know that I'm a huge fan of creating BIG, BOLD brand strategies to get your business noticed.

I call it a BIG ZIG. Where others zag in their markets, you want to create a zig -- and the bigger the better! Right?

Most would agree but very few actually do it.

But I can't emphasize enough just how critical it is.

In today's ultra-competitive markets and ad-driven world in which we're bombarded with more than 3,000 marketing messages a day we need to find creative ways to stand out.

That's why I absolutely love this idea ' and it's darn cheap.

Small, mid-size and large companies too are taking advantage of a very creative way to get themselves noticed by getting themselves in the Guinness Book of World Records.

Last week, Sheraton Hotels and Core Performance shut down 7th Avenue in New York City and put on the world's largest strength workout with resistance bands to promote the hotel's new fitness program. Hundreds of people gathered on the street for the 30-minute workout and is now featured in the Guinness Book of World Records.


The Tokyo Tower is illuminated in pink as part of Estee Lauder's record breaking feat in honor of Breast Cancer Awareness Month. It was one of 38 landmarks around the world, including the Empire State Building, that was illuminated over a 24-hour period.

The next day, Estée Lauder set a world record for having the “most landmarks illuminated for a cause in 24 hours.” To commemorate Breast Cancer Awareness Month, Estée Lauder worked with countries and cities around the world to illuminate 38 historic landmarks in pink lights.

The record-setting attempt began in Australia on September 30 with the the illumination of Federation Square in Melbourne and the National Library of Australia in Canberra. Illumination events then continued around the world including iconic structures such as Taj Mahal Palace & Tower Hotel in India and Burj Al Arab in Dubai, Tokyo Tower in Japan, Las Condes' City Hall in Chile and the Hotel Majestic in France, then culminating with the Empire State Building.

In August, Avery Dennison set a world record for the largest donation of school supplies in 24 hours. The company donated more than 8,500 pounds of school supplies to an in-need New York City school, shattering the old record of 1,012 lbs, 5.0 oz.

Now that’s a BIG, BOLD brand strategy! Do you think they created a buzz? Absolutely! All examples are for great causes too!

The record setting events are promoted by the Guinness Book of World Records, carried by news services around the world and obviously the more innovative and creative, the more publicity they get.

Best of all, the events don’t cost much money at all. In fact, for a good cause like Breast Cancer Awareness you can probably get other businesses to donate money to help you pull off a record-setting feat.

Does it work? Natural Balance Pet Foods saw its sales jump 15% after it created the world’s largest float at the Tournament of Roses Parade in Pasadena, Calif. The 114-foot float featured a giant ramp that several bulldogs snowboarded down.

If nothing else, you’ve created a buzz. You’ve generated publicity that will get people talking about you and your company for years to come. The number of record-breaking requests coming into Guinness is up 250% over the past 3 years with the majority coming from corporations.

So what’s a cause you’re passionate about? How can you turn that into a record-setting event? The Guinness Book of World Records is looking for new records to be broken and records in new categories.

To get Guinness’ stamp of approval costs about $4,700 for its services which includes having a judge verify the feat and even brainstorming types of records that remain unbroken. For more details, go here.

Always taking you from where you are to where you want to go,


Jon Goldman

Brand Launcher 
Lumpy Mail