So you’ve won an award – now the gold prize for promoting it goes to this PR agency!

by Katie Hogg

Thursday, October 25th, 2018

Aesthetic clinic’s gold rush enjoyed a national platform, thanks to hair and beauty PR campaign

Dermal Clinic's award success were a vital part of its hair and beauty PR campaign

THIS MAY be a story you recognise: your business works hard, delivers quality and excellence, so naturally your team are over the moon when they win a coveted industry award for their impressive efforts.

Yet once the glow wears off you realise that, outside of your sector (including your biggest rivals), few of your clients, customers or potential customers know anything about your success and silverware.

That’s not to take away from the positive effects of an award win or the importance of professional award ceremonies, not least because the recognition usually comes from peers, who understand the challenges your business faces and genuinely appreciate what makes you special.

On top of that, the morale boost for staff is brilliant, the photos of party frocks and bow ties make a lively Facebook post and its always nice to have an attractive award badge to feature on your website and brochures.

However, what every company really wants from an award win is an uplift on the bottom line – to see more new customers using your products or services and making the whole enterprise more profitable and sustainable. Sadly, the vast majority of business award winners face real challenges in getting news of their success out to a wider audience. Truth is, iots tough to get anyone else interested in your big night out, or the niche categories of your specialist sector.

Not so for our client Dermal Clinic.

Over a two year period the company and its staff were shortlisted for a number of beauty and cosmetic treatment industry awards, going  on to pick up a number of gongs and accolades. More importantly, news of those achievements appeared in around 25 major media articles, reaching hundreds of thousands of potential new customers:

Dermal Clinic's award success were a vital part of its hair and beauty PR campaign

Happily for Dermal Clinic huge numbers of people were reached over and over again, with stories about the clinic’s impressive gold rush. Stories about award shortlistings and wins appeared in:

  • Vital local news titles, including Edinburgh’s biggest and most-loved title, the Edinburgh Evening News and the Edinburgh Reporter news site.
  • Influential national news sources including The National and Scotsman online
  • Far reaching business titles (with the exact wealthy and aspirational audience the clinic targets) including the Scottish Business News Network (SBNN), ScotlandB2B and ScotConnected
  • Valuable lifestyle audiences via Scottish Field and Marketing Edinburgh

As an added bonus, virtually every article- both print and online – carried eye catching images of Dermal Clinic founder Jackie Partridge and her team, ensurinng the clinic saw amazing value for money over years for the PR photography it commissioned.

As well as being packed full of positive messages about Dermal Clinic, that constant drumbeat of media coverage also created at least 340,000 opportunities to see – each of those being an opportunity for a potential new customer to be inspired to try out one of Dermal Clinic’s luxury treatments. That also happens to be coverage that is worth tens of thousands of pounds.

Find out how you could keep on winning long after the awards have been handed out

We’d love the chance to meet with you and find out how our high-impact, affordable PR services could help you stand head and shoulders above your rivals.

We’ve won plenty of PR awards  of our own, but we’re as grounded and friendly as we’ve always been, so give us a call on 0131 561 2244. Or take a few seconds to fill and submit the simple form below and we’ll get straight back to you.

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Katie Hogg is part of the PR team at Holyrood PR in Scotland

Private: Katie Hogg

Katie Hogg is part of the award-winning PR team at Holyrood PR. She is also a former journalist, most notably with luxury lifestyle magazine, Scottish Field

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