Written by Alex Cornwell • Published 15th July 2020 • 4 minute read
If a brand can grow its market share within their core sector, fantastic. But it goes without saying that looking beyond those core markets can provide even greater potential for growth.
When we started working with outdoor brand dryrobe, producers of the world’s most advanced change robe, they already had a presence second to none across the surfing sector. With their product also catering for a whole host of other outdoor pursuits though, their growth potential was obvious.
For us, it’s simply been about unlocking it. Here’s how we do it…
Act as an extension of the business
In the initial instance, it was paramount that we took the time to fully understand not only dryrobe’s target audiences for growth, but the technicalities of the product inside out.
By combing over this information to obtain a level of knowledge that you’d expect a member of the dryrobe team itself to have, it placed us in the perfect position to communicate the product to the right sectors, most effectively.
Doing our homework
As much as it pays to know your client it pays to know your media, and the results we’ve been able to achieve so far for dryrobe are certainly relative to us having a detailed understanding of the various sectors they speak out to.
If a given publication produces content that lends itself to a detailed review of the product, then tailor your approach to mimic that. If the only conceivable way a title may feature the product is through a competition, then likewise be specific.
Passion and enthusiasm
This one is a major contributor to our success…being passionate and genuinely interested in the sector. I come from a running background and would have loved a dryrobe to keep warm after a tough cross-country race back in my competition days. As a team that are all into our sport and fitness, this personal interest is definitely something that helps us achieve the results we do. Passion drives engagement and you’ll naturally come across as more genuine.
Don’t be one dimensional
Through our work with dryrobe, the product has now been featured across swimming, OCR (obstacle course racing), running, rugby, biking, triathlon, camping, canoeing, kayaking and rowing media. But we also reached out to tech media to communicate the innovation behind the product. As a result, we’ve secured them pieces in tech outlets, including in leading consumer tech magazine, Stuff (the article that they featured within actually made the front cover).
Having taken the time to invest ourselves in the business too, we saw dryrobe’s business story as another opportunity to drive traction for the brand. As a result, they’ve seen some great pieces of business coverage across the likes of the Daily Express Online, Forbes Online and most recently on Sky News’ Flagship daily business show, Ian King Live.
With each opportunity, it’s important to think about the finer details too, with conversion for dryrobe the ultimate goal. We had a competition with Trail Running magazine’s online ‘Win’ section that received close to 60,000 entries, while a similar competition we ran with Cool Camping left us with over two thousand potential customers that opted in to receive newsletter updates from dryrobe.
We maximise assets
dryrobe are regularly announcing exciting new partnerships, whether that be with brands or individuals, and we use this an opportunity not only to engage sports/activity specific outlets, but respective trade media.
Once we’ve announced them, the job doesn’t stop there though. I’d argue our credentials activating brand ambassadors are second to none and we always ensure we deliver as much value as possible from the relationships.
In recent months, coronavirus has without question posed an added challenge in coming up with fresh angles to generate media interest, but by acting on our feet we have been able to deliver stand out pieces of coverage activating dryrobe’s ambassadors time and time again.
From keeping fit at home with Father, Son surfing duo, Ben Skinner & Lukas Skinner on The Times Online, to celebrating Strong Women on the Metro Online with British Surf Champion Lucy Campbell, to helping others improve their physical and mental health in lockdown with paddleboarder Cal Major on Stylist Online, we pride ourselves on knowing the stories our contacts will want to write about.
As well as paying attention to the ambassador’s personal schedules to ensure we don’t miss opportunities, we also keep in mind the general news and events calendar. For example, we recently secured dryrobe a standout inclusion on the Daily Express Online, quoted as the product ‘taking the camping and outdoors world by storm.’
Through following the above approach, we’ve been able to consistently deliver against our agreed KPIs ahead of schedule, opening up numerous doors of opportunity for dryrobe in the process.
If you would like to find out more about what our specialist sport and fitness public relations team can do for you, get in-touch with our award-winning team today.