Saturday, July 21, 2007

Gotta give it to Ben and Jerry’s. They’ve turned one talk-about into two, and in so doing, made themselves the center of attention.

Ben and Jerry’s will introduce a special donut flavored ice cream in honor of the Simpson’s movie that premieres this month. But don’t look for it in your store. The company says it’s only going to be out for one day and will only be available in one town (Springfield, VT).

As a talk-about, this is brilliant. And apparently the effort and expense in capturing the moment – and reaping the resulting publicity – are worth it to the company.

How much easier it is for us to capture the moment! We don’t have to mobilize a workforce to re-tool a factory in order to produce our consumable product. We just have to imagine it and talk about it.

When we talk about what others are talking about in a unique, creative, fun, interesting and interactive way, we create a sense of community where we’re talked about, too.

Of course the Simpson’s movie won’t be everyone’s biggest talk-about (although donuts and ice cream in the summer have a pretty universal appeal).

Besides, the real value of talk-abouts may be less about being “in the moment” and more about creating, on a daily basis, opportunities for listeners to feel connected to us and to each other.

Opportunistic talent find solid talk-abouts every day – from big ones like the release of the final Harry Potter book to little ones like a hometown hero, road construction, unusual weather, or the first day of school.

Want more people talking about you? Add a pint of Carpe Diem to your show (as well as to your imaging and contesting) on a daily basis. Pass out spoons to listeners and let them dig in.

Mmmm…good radio.

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