A well designed and executed PR campaign can go far in enriching a brand, supporting a message, and drawing attention. Hopefully, in the end, the results will lead to sales and ultimately to the internal meetings everyone loves – the ones with the power point slides featuring arrows that go up instead of down.
Other campaigns, however, cut to the chase: “We need your money.”
The simple truth is that for many businesses and industries, lack of revenue or investment means a slowdown in crucial research or production development that could benefit everyone. It is okay for companies to speak openly about this in the context of an expertly crafted PR campaign.
For one Dublin-based company, lack of investment could mean the perpetuation of a severe void in Ireland: that of locally produced, real corn tortillas.
Tortillas in Ireland? Yup. Serious business for Philip Martin, the entrepreneur and restaurateur behind the highly successful Little Ass Burrito Bar, which opened in 2012. To date, tacos haven’t been on the menu, because Martin felt the quality available in his country simply wasn’t up to par. Searching for a solution, he traveled to Mexico, learning all he could about corn within Mexican food culture and the creation of tortillas, starting right in the field.
Now, Martin is appealing to investors and foodies everywhere with a straight PR message for his newest company, Blanco Niño: “We need your money.”
Through a crowd funding campaign launched on CrowdCube, Martin – through Blanco Niño – is looking to fund the creation of Europe’s first real corn tortilla factory in Ireland. He has announced plans to create 30 jobs within the next five years, and to partner with Irish farmers to cultivate over 600 acres of farmland to grow high quality corn maize for his new line of tortillas, nacho chips, and masa harina products.
So far the Blanco Niño campaign has attracted 87 investors, contributing £121,550 (appx. $204,156). Their initial target? £60,000 (appx. $100,776).
Not bad for a campaign asking for money. So, what makes this one so easy to embrace?
Ask me nicely. Tell my why.
When crafting a PR campaign to raise revenue or funding, it’s important to treat the public as you would any investor. It’s their money, after all, and they can choose how to spend it. By offering as much relatable information as possible, you may just hold their attention long enough for them to open the proverbial checkbook.
In the case of Philip Martin’s Blanco Niño campaign, he has drawn on his background, his commitment, and his plans to give back – in a highly compelling way – to bring us in.
- Background: Little Ass Burrito Bar is already well-known among the Irish in Dublin and beyond, having drawn loyal business as well as several food awards at festivals and competitions. By launching Blanco Niño, Martin has piqued the interest of those who already know his dedication as a restaurateur.
- Commitment: Martin didn’t just turn down the corn tortilla options he found in his home country. He headed straight to Mexico and immersed himself in the culture – and agriculture – until he learned how to grow and make them from scratch on his own. By sharing this story, he is solidifying his commitment to making the new company a success by truly creating a high quality product for his customers.
- Giving Back: Born and raised on an organic farm in North Dublin, Martin is keeping in mind the opportunity to benefit more than just himself, his restaurant, or his company. By enlisting the participation of area farmers, he is boosting an industry which has its share of challenges. By promising jobs in the new production facility, he is supporting the local community.
Through this comprehensive campaign, Martin is sharing the compelling tale of an entrepreneur who will make this happen. Who wouldn’t want to invest in a company that seeks quality, starts from scratch if that’s what it takes, and helps their community while bettering their products?
If your company has a great idea, but needs the revenue to grow toward it, your message needs a special touch. Luckily, the PR experts here at Kovak-Likly have it, and would love to be part of the drive toward your future success. To talk to us about your challenges and goals, visit us at www.klcpr.com or call 203.762.8833.
– BML
