Up until ten minutes ago I had no idea what I was going to write about today.
Last night I found myself staring at a blank screen desperately wondering what I was going to write.
I am not really angry about anything so that’s out.
I’ve not done anything interesting in the past couple of days so there is no news to report there either.
Then this morning when I was faced with the same blank screen and no inspiration at all, I decided not to write a blog post today…after all if you have nothing useful to say then it is best to say nothing.
So I quit the “Add New Post” screen on my blog and decided to read the newspaper instead.
Then I saw this one sentence in a story about people queuing to ensure they got the new Apple iPhone4S which has just gone on sale this morning:
“Rob Shoesmith, a former binman from Coventry, became the first man with an iPhone 4S at Apple’s Covent Garden store this morning, after queuing for 10 days.”
Amazingly the rest of the article failed to mention Rob again or give any further details of his ten night camping marathon outside London’s Apple Store in upmarket Covent Garden.
So I did some research and found out a bit more about Rob’s story because I just had to find out why he camped outside for ten days…there must be a good story behind this.
I mean I love Apple products and if I could justify the time and money in buying a new phone which I don’t really need (I already have a perfectly good iPhone 4) then I could imagine spending a few hours in line to get hold of this sexy new product. (Yes I really have just described a phone sexy – extra geek points for me no doubt.)
Note that I would queue for a few hours. Overnight…probably not. 48 hours…no way. A week…you got to be kidding. Ten whole days and nights…are you nuts? The phone is not that sexy. I’m sorry but it just isn’t.
At the end of my brief research I had totally changed my mind…now I wished I had been the person with the presence of mind to queue in the cold and rain just like the 29-year-old former refuse collector had done.
Was he mad?
Not a bit of it.
Rob is clever…very clever indeed and I just had to come back to my blog so I could tell you all about him.
First off do you think you could hazard a guess at what Rob actually does for a living now?
Well would you be surprised to learn that he markets and promotes iPhone apps?
And by using all of his PR skills he decided the much-anticipated launch of this hot new product was a brilliant opportunity for him to promote Rob Shoesmith (and of course the company he currently works for in the process.)
Rob set up a special blog to promote his ten night marathon, complete with photographs, diary updates, video posts and even live video streaming from time to time.
He also invited companies to donate items in return for publicity on his blog.
This is how he described the experiment on hisblog:
“I have a real passion for creative marketing campaigns and PR. A recent surge of inspiration led me to the idea of camping outside an Apple Store for the iPhone 5 and asking companies to help make my wait a luxurious one.”
And the experiment was a resounding success.
Today Rob has got:
- the first new iPhone 4S to be sold at London’s Covent Garden Apple Store.
- profiles in the UK national press, local newspapers, tech sites, blogs, tv and radio stations.
- more than £40,000 ($63,000) worth of freebies including a luxury holiday to Dubai, use of a £20,000 Chevrolet car, designer outdoor clothing and food from top restaurants.
- huge amounts of publicity for his company
- a reputation as a marketer to be reckoned with
- new contacts with literally thousands of companies.
And do you know what is even more remarkable…Rob has only been working full-time in his new job for three weeks!
He has done something that nobody else thought of doing, put his body and soul into it and now he is reaping the rewards.
Well done Rob, you are an inspiration to us all.
So next time you feel like making excuses for your lack of online success just think what passion, and a creative desire to stand out from the crowd and be different can do for you.