Beating sales targets by 500%

When British manufacturer ADEY Professional Heating Solutions appointed Target in 2010, they already understood the potential impact that public relations could have on their business growth.

This faith in PR was rewarded when the sales of a new product, launched primarily through Target’s PR activity, rocketed beyond its original sales target by 500%.

Haimish Mead, ADEY’s Marketing Director, is clear that Target’s involvement has been central to this success. “UK installers have been quick to grasp the benefits of the MagnaCleanse® RapidFlush Filter, a product we launched last September at an industry trade show.

“While we have a comprehensive marketing strategy in place, we believe that education and evidence are the most persuasive factors when introducing products to customers, particularly within a technology that is still relatively young. And it’s the level and quality of press coverage Target secures that allows us to talk in real depth to our customers, through well written, interesting features.

“The credibility that comes from editorial in a well-read publication works on a number of levels, not least that our sales team gets a great reaction from taking articles to show prospective customers.

“Our key customers are installers and heating engineers, but we also have some important messages to deliver to housing associations and local authorities keen to reduce their maintenance costs while meeting environmental targets to reduce carbon emissions. Target’s PR expertise allows us to confidently engage with each of those audiences in a meaningful way, and I have no doubt that that translates into sales.”

Let your creativity flow

Target has been fortunate enough to work with Pentel Stationery Ltd over the last 20 years or so, aiding the marketing team with campaigns primarily around product launches.

Earlier this year we were given the opportunity to develop a campaign which would help drive awareness for one of the company’s key brands – Energel. The brief was to drive awareness and encourage demand, with a focus on targeting a younger audience (pupils, students and office workers).

In a highly competitive market place, the activity needed to stand out from the crowd, creating distinction, but without the big advertising budgets being spent by rivals. Engaging the audience – in an edgy and captivating way - while communicating the products three key benefits (smooth flowing, quick drying and non smudge) was vital.

The theme of the campaign ‘let your creativity flow’ was executed via a viral, national press and online advertising together with planned sampling activity (at train stations and shopping centres).

See the viral unfold for yourselves… http://www.targetgroup.co.uk/pentelvideo/

New focus at Target

Change is the only constant, isn’t that what they say?

Well, the eagle-eyed amongst you will have noticed a few changes at Target in the last few months, as we’ve re-focused our business towards our specialist experience in PR, with Sarah Bryars as chief executive.

Target has always been ready to adapt as markets changed – diversifying from advertising to direct marketing, digital and, since 1996, public relations.

Today, the shifting landscape has blurred many of the boundaries between disciplines, particularly with the rise of social media. New skills and knowledge are crucial for us all as communicators in a digital age.

But some of the ‘traditional’ skills remain fundamental; telling an eye-catching story, with purpose, and executing it brilliantly. These skills are at the heart of great PR, it’s simply the channels that we use to share those stories that have grown and diversified so exponentially. Powerful writing with a clear message is important, whether for a tweet of 140 characters, or a feature of 1,000 words.

Influencing audiences by engaging in conversation directly, or stimulating discussions that take on a life of their own, whether on page, online, or on the bus - that’s always been PR territory. The stories here are a great example; creating a clever viral email for Pentel and letting it loose to have a life of its own, orchestrating a glamorous launch for the luxurious Ellenborough Park Hotel that would get everyone talking, and driving up sales for ADEY through quality coverage that allows experts to share their knowledge and experience with customers.

So in February this year we nailed our colours to the post, believing our PR expertise is best placed to help clients achieve their communications objectives.

But no PR agency is an island, and we’re excited to be discovering new relationships – and enjoying some long-standing ones – with other specialist agencies too.

Change can be liberating and is already bringing Target, and our clients, new opportunities. If you’d like to know more about ‘new’ Target, give Sarah or Sam a call on 01242 633100.

A five star project

Working to help launch Cheltenham’s only five star hotel, Ellenborough Park, in Southam was a prestigious project for Target.

The team was selected to manage the launch for the suppliers who had worked on the multi-million pound refurbishment of the hotel, which opened earlier this year.

Target organised a private cocktail reception for 130 guests from some 50 companies, including the builders, architects, interior designers and planners who helped transform the former Hotel De La Bere.

Set in 100 acres of Cotswold countryside, Ellenborough Park has 62 bedrooms designed in a sophisticated country-house style by acclaimed interior designer Nina Campbell.