How PR can get your phones ringing and drive sales
As businesses begin to emerge in the new post Covid-19 world over the next few weeks and months, many of them will look different to how they did just a short time ago
But according to agency Lime – specialists in PR, Social Media, Digital, CRM & Marcomms – as businesses, we all have one thing in common – we need to generate leads which get the phones ringing and, in turn, drive sales…
For some sectors that’s easier than others, but in an increasingly digital age, PR has an integral role to play. Speaking to your audience through ‘traditional’ media – TV, radio, print – is a vital part of the mix. Often coupled with an integrated social media campaign, PR is a great way to get those phones ringing by talking directly to your audience.
One example of that is Zero Point 8, one of their clients based at the heart of the UK, who recently repurposed their business to support the NHS, the medical sector and care homes during the pandemic. The company needed exposure in front of a big audience to highlight the design, manufacture and installation of a range of products to protect staff and patients.
As well as coverage in local and regional newspapers, and the manufacturing press – in print as well as online – Lime’s PR team helped manage the process as the company’s CEO appeared on the BBC Six O’Clock News, the Ten O’Clock News, and the Victoria Derbyshire daytime show.
The result? We’ll let the client tell you: “Our phones have been ringing off the hook!”
Here’s the case history in more detail:
Situation: Zero Point 8 is a traditional British manufacturing business based at the heart of the UK, designing, making and installing furniture for sectors such as hospitality, retail, healthcare, commercial and education. Lime was appointed by the company at the beginning of the year to develop a fully measurable tactical marketing campaign utilising Lime’s specialists in the areas of PR, Social Media, Digital, CRM & Marcomms, aimed at raising awareness of the Zero Point 8 offering and driving lead generation and ultimately sales.
Task: When the Covid-19 crisis hit in March, they quickly had to develop a new focus for the business – the design, manufacture and installation of protection screens, sanitiser units and PPE stations for the NHS, medical centres and care homes.
Action: Lime’s PR team drafted press releases for local and regional media, as well as the manufacturing press and national journalists. The ‘hook’ was how Zero Point 8 was turning its business around to help the NHS, the medical sector and care homes, while protecting the jobs of it staff and securing the company’s future.
This resonated loudly with the media, who were looking for examples of genuine innovation and entrepreneurialism during what was – and continues to be – a difficult time for many businesses.
Results: Almost 30 pieces of coverage were generated – locally, regionally, nationally (and even internationally!). Amongst the highlights as pictured were:
CEO Mark Baker live interview on BBC’s Victoria Derbyshire programme
Zero Point 8 CEO being interviewed by the BBC.
