The Retail Handbook by Antony Welfare

Author:Antony Welfare [Welfare, Antony]
Language: eng
Format: epub
ISBN: 978-1-907722-50-9
Publisher: Ecademy Press Ltd
Published: 2011-07-14T16:00:00+00:00

A real example of a well-executed PR plan was at FreshMax. When we launched the E-commerce website in July 2009, we managed to have a spot on GMTV the launch week, followed by the BBC the following month and a few months later a full Reuters network story and interview.

We worked with our PR partner, advertising partner and creative partner to agree a plan to launch the product in July 2010.

The plan was based on two stories:

1. The product technology itself and what the benefits of the world’s first shirt to eliminate sweat patches would be.

2. The development story of two young English guys who spent eight years developing the technology.

The plan was set up to send the PR introduction sheets to the press, magazines, TV, bloggers etc. and then follow up with meetings and product samples.

The PR campaign was a massive success, and on the day of launch the inventors appeared on ITV1 with an interview and a full two-minute test of the product. In the video, the ITV presenter wore the shirt on a bike and in a sauna, proving the technology worked. This was the perfect start to the business launch and helped prove that the shirts really do exist and they do stop sweat patches showing – even in a sauna.

That was followed by the BBC Sunday morning show, discussing the product and again testing the product on the show. The press and magazines coverage then took hold of the story, and we were in most of the main newspapers and magazines during the first six months of launch.

By January 2011 we had PR coverage in all national UK newspapers, BBC and ITV1, Reuters news networks, a large number of magazines and international coverage including a Sunday newspaper in Australia and a fashion magazine in the USA.

The Online Retail Case Study explains in much greater depth the process we used to market and promote the FreshMax Shirts E-commerce business.

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