Let's chat

01158 242 212

Get in touch with our team


PR campaign drives 66% increase in transactions

Gazeboshop is a retailer of gazebos and similar items, selling to both trade and consumers online and off. Their products can be used in gardens or at a wide range of events, including conferences, exhibitions and sporting occasions. While their main product line is seasonal by nature, with a clear outdoor focus, their wider range attracts interest throughout the year.

The Challenge

In order for Impression to improve sales of printed gazebos by at least 50% year on year, and the overall number of organic transactions by 50% year on year, it has been necessary to create an SEO strategy that also incorporates off-page (digital PR) activity.

With a well-devised strategy, digital PR can not only boost a client’s brand awareness but can help to drive high-quality backlinks to the client’s site. This naturally helps boost rankings for core keywords and overall domain authority.

The Strategy

In order to get Gazeboshop featured in reputable business, retail and consumer publications we needed to come up with a strategy which involved them talking about more than just gazebos and marquees. Whilst at the heart of the company, it’s not something that journalists would be enthused by and would come across as ‘too salesy’.

At Impression we like to take one or two steps away from a client’s brand and identify secondary and tertiary focuses which our client can still speak with authority on. For example, Gazeboshop can easily be a credible source on all things business event and networking related, because that’s their day to day job – they help companies boost their brand awareness and sales through a wide range of events. It also helps that they are active in attending a lot themselves.

Initially, we stuck to smaller campaigns which led to the client providing thought-leadership articles including:

  • How to make the most of your first business event
  • Could event networking be the key to your marketing success?
  • An introvert’s guide to networking at trade shows
  • Fun work outings to boost morale this summer
  • Turn up the heat with these 5 summer marketing ideas

Once we’d secured a good level of coverage and backlinks, we looked at executing a campaign that would highlight how home-based entrepreneurs can grow their business. In order to strengthen the campaign we interviewed a number of start-ups on their journey from ‘home to high street’, which resulted in the following content: https://www.gazeboshop.co.uk/grow-business-home-high-street/

Combining real-life case studies with Gazeboshop’s expertise we approached relevant business publications to see whether they’d be interested in covering the campaign.

The Results

When taking into account SEO and digital PR activity combined, Impression has achieved the following results (comparing September 2017 to August 2018 with the previous year):


increase in contact form submissions from the printed gazebos page


increase in organic revenue


Increase in organic transactions across the site


The average domain rating of a publication in which we have secured coverage


Total number of social engagement from coverage online


The Results

Since working with Gazeboshop we have secured coverage in a number of high profile publications.

Including: SME Web, Startacus, Total Business Magazine, Small Business Bonfire and Small Business Heroes.

The publications have an average Domain Rating (DR) of 41.

In addition to a number of referral visits to the Gazeboshop homepage and ‘Home to High Street’ blog, the pieces of coverage received a combined total of 240 social engagements. Social engagements refer to likes, comments and shares on Facebook, shares on Twitter, pins on Pinterest and engagements on Reddit.

Related case studies

Pivoting strategy to pitch to B2C audience amid COVID-19






Read Full Case Study
Read Full Case Study

Glamping company increases revenue by 93% YoY



Paid Media



Read Full Case Study
Read Full Case Study

110% increase in organic clicks positions brand as “TripAdvisor for events”






Read Full Case Study
Read Full Case Study

Talk to an expert

Find out what we can do for your business

Fill out the form, give us a call or drop us an email. We look forward to hearing from you.

First name
Last name
Phone number
Company name
Website URL