How to look beyond your navel for extraordinary Public Relations

There is an innate attractiveness dormant in every product and company, waiting to be found by marketing archeologists with the right tools.  BIGfrontier was challenged with the task of reinvigorating the category of sauerkraut and in the process not only made the product sexy, but raised category sales 30% in just 12 months.  This same creative lens can be applied to virtually any product by marketing professionals willing to do the work to uncover buried or overlooked assets.

Join us on the 20^th and you will leave the luncheon with a sense of having gained new insight and tools to use in their own public relations initiatives.  

• We’ll investigate a case study of an integrated consumer branding program that was raised category sales 30%. 
• You’ll learn how to apply advanced methods of psychodrama to developing new personalities for products.  
• We’ll explore the importance of a product’s history in steering it’s future – and when that history should be abandoned or ignored. 
• You’ll learn how to develop a new personality for a product that attracts a new demographic without alienating an old one.
• We’ll explore the development of new methods of creating fires in the press. 

About our Presenter: 

Steve Lundin is the chief hunter and gatherer of BIGfrontier Communions Group, a Chicago based PR firm specializing in new approaches to brand building and marketing for a variety of companies from technology to consumer.  Lundin has conducted award winning public relations campaigns since leaving the world of journalism for PR in 1998 and also founded and currently runs one of the oldest and most established technology and business education organizations in the Midwest: BIGfrontier www.bigfrontier.org.  In 2005 Lundin’s BIGfrontier was named one of the top networking organizations in the world in an international study conducted by the Churchill Trust.

 BIGfrontier Communications Group campaigns of note include “Making sauerkraut sexy,” “Making poison ivy funny,” and the Machine to Machine initiative that resulted in the sale of Nphase to QualComm and the subsequent development of their new Global Smart Services Division.  During the past two years no less than four BIGfrontier clients have been acquired, received significant funding or have been sold. 

Lundin did his undergraduate work in English and Cultural Anthropology at the University of Wisconsin and his graduate work in Counseling Psychology at the Adler School of Professional Psychology.  He writes for numerous publications including the Chicago Sun-Times (technology columnist) and the Fine Life media Group (technology editor).  He also publishes the long running BIGfrontier Midnight Missive newsletter and routinely conducts video interviews with marketing authors, which can be found on his www.bigfrontier.com site.