Increasing sales and customer numbers
Consumers have become harder for businesses and organisations to reach because in the main, humans do not enjoy being advertised at and will try to avoid it if possible. This is reflected in the development of technology that allows people to consume the media they want whilst blocking, skipping and ignoring any advert coming their way.
You are advertised at thousands of times a day, but if forced you’ll probably only remember five or six ads at most. Compare the cost of advertising in a national newspaper to the value of what it means to your business and product when it is written about positively in that same broadsheet and other publications.
PR gives businesses and products credibility, and it helps businesses and organisations reach people by forming the content of what they read, listen to or watch.
When combined with hungry marketing and sales, the effects of a good PR campaign is a powerful thing.
Substance PR is skilled at working with clients to identify the stories and presenting these in interesting ways to target media, and has a proven track record of translating this effort into hard results.
Since we began working with Green Energy UK in 2007, the company’s turnover has doubled year-on-year. We have focused our campaign in four areas: telling the interesting story of how the business began, communicating the ‘wow’ factor behind its different energy sources, positioning its uniqueness in giving away free shares to customers, and making the company a commentator on key industry initiatives.
In 18 months with five-a-side football company Pitch Invasion, we helped double customer numbers to 20,000 and further established the company as the no-hassle football brand across the UK. We did this by positioning five-a-side as the nation’s favourite team sport, securing league write-ups in key local media across the UK and developing a number of attention-grabbing feature ideas such as the all-time England five-a-side team. We were also successful in bringing new venues on board to host matches.
Our media work for Southampton’s ArtVaults exhibition resulted in its highest visitor numbers yet. We did this by engaging local media to publish our feature articles in the run-up to ArtVaults and during its six-week run. We also secured broadcast media interest, helping get word out to potential visitors across the county.
As well as increasing sales, PR also opens doors and introduces you to new people. It makes networking easier and people will seek you out. A number of our clients have formed valuable industry relationships and gained recognition as a result of our media work which positions them as thought leaders.