IKEA, Sweden’s Jewel
Scandinavian efficiency, unique product offerings and a relaxed sense of fun infiltrate every aspect of IKEA’s worldwide empire.
“We ran a competition to find a handsome cat with a Swedish heritage,” wrote Irena Vanenkova, head of public relations for IKEA Russia, in the company’s newsletter.
The publicity it generated was impressive: 20 newspapers, magazines and Web sites wrote about the competition. Such PR would have cost many thousands of rubles in advertising with none of the resulting positive editorial coverage.
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
Related Content
Comments
