Keen to raise its profile with B2B and B2C audiences, British manufacturer Barlow Tyrie, turned to The Think Tank for PR. Our challenge was to present Barlow Tyrie as the outdoor furniture brand of choice, combining signature design, meticulous manufacturing and uncompromising attention to detail.
We recommended conducting a six-month B2B and B2C PR campaign to revitalise the brand image. We knew engaging content, shared across highly-targeted, high-readership media would place Barlow Tyrie directly in front of relevant, potential buyers.
It was clear that securing product-led features in national property supplements, lifestyle ‘best buy’ listicles and residential consumer magazines would be the measure of success.
To gain traction with tier one journalists, we developed original angles. We focused on providing seasonal stories, strong imagery, and also plugging an information gap around the maintenance and care of teak furniture.
Results quickly followed in the form of placements achieved in target titles. Success was also measured by sales leads arising from the articles published.
We caught the attention of The Sunday Time’s Home supplement and confirmed a prominent place in a feature about maintaining your garden furniture in the winter.
Following some tactical placements in leading hospitality trade and property supplements, momentum quickly built, and we found many more titles receptive to Barlow Tyrie-led content. Highlights included national features in The Telegraph and The Independent, where a Barlow Tyrie sun lounger featured as the journalist’s ‘Best Buy’.
Barlow Tyrie’s products and advice featured in: Gardening Etc, House & Garden, Homes & Gardens, Your Home, Elle Decoration, Ideal Home and Jewish Chronicle Homes Supplement.
“We were keen to raise our profile in key trade and consumer titles and we also wanted to improve ROI on some of the paid advertising we do with several magazines, and The Think Tank helped us achieve this via consistent and extensive media relations, which returned brilliant results. The Think Tank encouraged us to play to our strengths and use our in-house experts to drive additional coverage outside our peak months. We found that advice-led pieces engaged our customers and as a direct result of the PR secured, we saw an uplift in traffic to our website. This has been a very successful campaign and we hope to work with The Think Tank again at the same time next year.”
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