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Many companies (especially startups) wonder how to get media coverage. My answer is simple: amaze your prospects and go beyond their craziest expectations.

I was amazed by the latest video published by Michel & Augustin. Although I’m not a big fan of their products, I must admit that they are masters in communication.

The story in brief

They got a call from Starbuck’s CEO office to ship their products for a presentation at the board on Monday morning. 99,999% of people would Fedex their samples with a nice brochure. What the product manager at Michel & Augustin decided to do was to amaze the guys at Starbucks and to bring the samples to Howard Schulz in person.

They went through various tribulations (which they made movies from) but eventually succeeded. Watch the whole adventure below. And by the way … they got the contract (in French).

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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