With major new product launches on the horizon, AKW was keen to appoint a proactive agency that would take their trade media coverage – as well as their brand awareness and sales leads – to a whole new level.
AKW operates in a complex market with varied audiences to influence: builders’ merchants, installers and end-users – in a multitude of market sectors (for example, housing associations and care homes). We quickly developed a deep understanding of these audiences and AKW’s solutions and used our knowledge of the target media and wider news agenda to implement a highly proactive trade PR programme.
How we did it
Recognising the target media’s appetite for detailed, thought leadership articles that provide sound advice to their readers on specific topical issues, we used AKW’s expertise to pitch and produce articles on issues as wide-ranging as how to install wet rooms to creating bathrooms suitable for those living with dementia and arthritis.
Many of these articles were subsequently repurposed as part of a content marketing campaign. We also took content from white papers and other assets and adapted these as articles for the trade media.
Within 6 months we achieved:
- Over 100 items of coverage in the target trade and technical media
- Equivalent to over 80 pages of influential and authoritative positioning
- Reaching over 1.5 million people
- Direct sales leads
- An ROI better than 5:1