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.
