How you can maximise your business milestones

August 15th 2023 By Pic PR 2 minute read

Have you got a business milestone coming up or a specific achievement you want to shout about?
Anniversaries, award-wins, major client wins – all sorts of business success can act as enough of a news hook to get your brand positive PR coverage to put you in front of your target audience.
Some milestones though are bigger than others – and if you’ve been in business a long time, then you really should look to make a big deal of it.
Here’s a quick example of how we went about doing just that for one of our clients over the past three months.
Shropshire-based Hobsons Brewery has been going for 30 years.
This is a big achievement in the topsy turvy world of business, when up to 65% of businesses fail to make 10 years.
Understandably, the team there wanted to celebrate, and they called us in to shout about their anniversary activities over the course of a 3-month project.

Centring on raising awareness of the brand but while having a positive impact on the bottom line, we broke down our activity into three distinct parts.
The launch of a special birthday beer. Dirty Gertie. The bingo call for 30.
A promotional beer-based bingo tour around Hobsons’ key partner pubs, which saw the team hosting bingo nights and raising money for local charities – not only promoting Hobsons, but also supporting pubs.
A huge 30th birthday party at the brewery – where we looked to PR the event to sell tickets and drum up excitement.
Primarily, we looked to use PR as the main medium to highlight each aspect to the appropriate audience.
Much of it was centred on local press – they wanted people to attend the bingo nights and to come to their party, but we also looked to engage with trade press and national media where applicable too.
Over the three months then, Hobsons saw more than 60 pieces of PR coverage – which included a swathe of local coverage, but also the likes of the Mail Online, as well as broadcast interviews on local radio such as BBC Radio Shropshire, and leading beer podcasts such as Daftaboutcraft.

A lot of our activity also centred on capturing engaging video content and eye-catching imagery to support each phase. So, this included shots of the new beer, as well as content to showcase the brewery, while we also created pre-event content ahead of the party – and footage on the day, too.
The Hobsons team were able to use this across the full spectrum of their marketing activity. This saw Hobsons social media following shoot up, as did video engagement across all channels, while it was also a crucial component of our PR success.
The 30th birthday party was a sell-out event too – with incredible feedback from the day.
And following the success of our initial 3-month partnership, Hobsons has now signed up to work with us until the end of the year, where we’ll be embarking on further campaigns to enhance the brewery’s brand awareness moving into 2024.
Want us to do something similar for you?
Just get in touch.

We’d love to help.

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