ChartMoves founder and MD Dave Klein said he planned to talk to agencies that could handle consumer and trade PR for his product, the board-game version of which is sold in chains including Virgin Megastores and London toy store Hamley’s.
Klein said he planned to hire either a large agency or ‘a small company that wants to put its name on the map’, stressing that he wanted the relationship to be ‘more than just short-term’.
The consumer PR element of the brief would initially involve targeting everything from the tabloid press through to regional press, with a PR push likely in the crucial sales period between September and January, said Klein.
He added that music magazines would also be targeted, as would ‘top-shelf’ publications: Klein said he had already developed a ‘ChartMoves bra’.
The MD said he was close to sealing financial backing – either through venture capital or a high-street bank – for his plan to boost the number of retail outlets stocking ChartMoves and to further develop project offshoots.
The game ‘gives an entertaining insight into the thrills and disappointments of life within the music business’, according its promotional material. The only ChartMoves board-game currently available in the shops is the pop/dance version, but Klein said he plans versions in other musical genres, such as classical.
Klein said development of the ChartMoves concept had been a ‘long and winding road’, having begun in 1985.
ChartMoves is one of seven companies run by Camberwell-based Klein, whose other firms operate in fields such as ‘merchandising’ and music, although he is the only full-time staff member across the group.