Sexy PR – Direct Results were sizzling for Direct Savings
Friday, August 15th, 2014
PR agency warmed to the challenge of delivering sales for new heating system
Welcome to our guide on how any businesses can be sexy enough for PR success, even if their work is not especially glamorous. This case shows how public relations delivered hundreds of sales leads to an energy firm challenging the big boys.
IT IS a challenge familiar to any fledgeling company or entrepreneur – just how do you get PR that will get people interested in your new product?
So they called in our PR agency in Edinburgh to build credibility – and ultimately to build sales. Our six-month campaign significantly outperformed every agreed target:
- Delivering 59 items of coverage, including The Herald, The Scotsman, Press & Journal and Scotland on Sunday – against a target of 30.
- Generating 273 sales leads – against a target of 150.
- Securing 71 sales – against a target of 40.
On top of this we planned and implemented a reader’s competition in the Daily Mail, which resulted in 3000 entries from people looking to win a complete £7000 Infranomic system.
So just how exactly did we achieve all this and exceed all the expectations of the clients? Simply read on to find out the full details:
This post is Part of our series to demonstrate how any business can be sexy enough for PR success – even when the people inside that business don’t believe they have interesting stories to tell.
First we came up with a snappy, eye-catching and memorable way to explain the technology in the simplest terms – by highlighting how Infranomic technology is used to warm special baby care incubators.
As a starting point for the PR campaign, we worked closely with Direct Savings to uncover the powerful human interest stories from early adopters of the heating system. These were crucial, delivering great PR successes from three customers in particular:
- The Highland owner of what was dubbed the coldest cottage in Scotland
- An Arbroath B&B owner who believed Infranomics helped improve her health
- A granny from Ayrshire who was so impressed by the savings made that she persuaded her granddaughter on Skye to take up the system.
Other PR successes including launching a mini campaign for ‘showhouses’ on the Scottish islands, which resulted in a number of leads and showcasing the first Infranomic systems to be installed in a bar, including planning an eye-catching photocall at the popular pub.
Tipping point for the PR campaign was to secure an endorsement from MSP John Swinney, Cabinet Secretary for Finance, Employment and Sustainable Growth, at the opening of the firm’s Infranomic showroom in Perth.
Not only did we persuade the Minister to provide a quote for the launch release and take part in a photocall, but we secured a video in which he praised Direct Savings as an ’innovative’ company and described Infranomics as playing a major role in helping to face the energy efficiency challenges in Scotland. You can see the short video at the end of this post.
Michael Donald, Business Development Manager, said: “Holyrood Partnership surpassed all our expectations to deliver a measured, structured and highly targeted PR campaign to promote sales of our Infranomic products. We have been delighted with the number of people from all over Scotland telling us that they had seen articles about our product in their local paper or the media.”
All of this valuable public relations success – media releases, links to coverage, photos, videos and all of Direct Savings’ contact details – can be found on the dedicated Direct Savings media hub. We maintain a hub like this for each of our clients. No extra charge – it’s all part of the superior service we deliver.
How can our PR services from our public relations agency help your business?
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Raymond Notarangelo, co-founded Scottish PR agency, Holyrood Partnership after spotting a gap for colourful and innovative public relations in Edinburgh. He now leads a team providing media relations, social media, video, photography, brand newsrooms, crisis communication and media relations.View Raymond's Profile
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