Hedgehog Hall of Fame: JAM PR - Explosive Results!
13th August 2013
Company: JAM PR Ltd Campaign: Explosive Results! Category: Low Budget Campaign of the Year - North - Shortlisted Objective Client objectives: • Achieve an outright market leading position by the end of 2013 • Increase sales by 23% in year one PR objectives: • Create an impactful media launch event • Implement a sustained and attention-grabbing campaign aimed at end-users • Establish C.K Magma as a must-have range within the competitive tool storage sector • Penetrate key trades media to create a buzz about the range • Create a strong personality for the brand through PR activity • Post launch, continue to build and maintain awareness of and demand for the C.K Magma range Strategy & Target Audience C.K tools (C.K) is a leading supplier of quality hand tools to professional trades. It wanted to expand its existing ‘Tool System’ offering within the fabric tool storage market – a highly competitive segment but with no clear leader. C.K wanted to establish itself as the ‘must have’ brand within this category and achieve an outright market leading position. As such, the range was massively upgraded and rebranded as C.K Magma (a name suggested by JAM during the research stages), creating a strong sub-brand identity that was contemporary, urban and classic. Tool storage is nothing new; it’s an everyday essential for tradesmen. And with competitors vying for attention we had to create real and lasting impact for C.K Magma. The campaign was to be three-pronged, combining an explosive media launch, a series of attention-grabbing consumer focused events and a hardworking press office, concentrating heavily on in-depth articles explaining the features and benefits of Magma. The first action was to educate key trade editors about the new brand and range. We needed them to be excited about the new collection and only face-to-face activity would facilitate this. Trade magazines work on skeletal staff meaning a day away from the office has to be worthwhile. As such an impactful launch event, at a unique and enticing location was essential, along with the promise of a range launch set to take the fabric storage category by storm, JAM identified Manchester’s Chill Factore, the UK’s longest indoor real snow centre, as the ideal location. Chill Factore emulated Magma’s brand positioning – cool, reliable, fun and something for every level. The media event was to be the catalyst for a series of in-depth articles featuring the Magma range. Sustaining the campaign beyond launch, the introductory features were to be supported by a series of timely and thought-provoking press releases targeting all trade disciplines. Tradesmen are notoriously brand loyal, so to crack this tough audience we needed to make some serious noise but at little cost. JAM formed the ‘C.K Magma Hit Squad’ of beautiful but intelligent ladies who would undertake a tour of building sites, offering out freebies and explaining the features and benefits of the new range directly to tradesmen on the job. To infiltrate the target audience a media partnership would be fundamental. Influential trade titles; Professional Builder, Professional Electrician and Professional Heating & Plumbing, along with their Apprentice counterparts, would be key to supporting the campaign. To get tradesmen on board and to generate data-capture, giveaways were deemed essential. Maintaining the brand’s urban image, branded dog-tags were to be issued on site throughout the first round of Hit Squad visits, featuring unique codes that tradesmen would register on the website for their chance to win £500 worth of tools and the opportunity to win a visit to their site from the Magma Hit Squad of lovely ladies. Target audience • Skilled trades professionals (plumbers/electricians/builders etc) • Merchants / Resellers Action Launch event • JAM secured attendance from 10 influential editors across multiple trade titles, both end-user and merchant • JAM managed and attended the launch event where editors were treated to an attention-grabbing presentation of the range, enhanced by volcanic sound effects, dry ice engulfing the room and dramatic lighting. Supported by product demos, a thorough Q&A session, a detailed media briefing kit and a quiz to see who was paying attention, editors were enlightened in a memorable manner. • The event provided fantastic opportunities for editors to interview the Magma brand managers as well as the MD, securing more meaningful and unique copy with the same underlying message across multiple trade media. • Following the presentation editors were treated to a few hours of snow activity of their choice. On the back of the launch event alone JAM secured: – 14 features – 1x three-page / 12x double-page / 1x full-page – 4 giveaways – 5 favourable product tests – 32 pieces of coverage culminating in 1,149,308 opportunities to see (OTS) – Editor feedback included: “Many companies have been cutting back on big product launches and hospitality, so it’s great to see C.K is still investing in product development and supporting the Magma range with a fantastic launch. It’s really grabbed my attention.” Professional Builder “We love C.K tools and the Magma launch is testimony to what a great company C.K really is. The products are fantastic and I’m looking forward to announcing the launch in the magazine.” Professional Electrician Post media launch • A series of timely and relevant product releases were issued to keep the brand alive in the eyes of both the media and key audiences, culminating in 999,152 OTS • Bespoke, issued-led features were pitched to leading publications that intrinsically linked back to Magma, acting as a solution to the problems the market was facing and setting Magma apart from its competitors. – 5 double page features culminating in 41,637 OTS • Product giveaways were integral, winning favour with end users by putting free products into their hands. – 7 giveaways resulted in 285,251 OTS – Numerous giveaways were conducted directly on building sites • Product tests allowed editors to experience the quality of the Magma range first hand. – 7 product tests resulted in 274,733 OTS with a ROI of 197:1 Hit Squad Activity • JAM announced the launch of the tour, providing dates and locations, calling for tradesmen to look out for the girls on site – 28 pieces of coverage including 1 x double-page and 1 x full-page feature – 1,054,734 OTS Media Partner • Following the launch event and a series of product related features, JAM agreed a sustained period of coverage with the Professional and Apprentice tiles (6 in total) completely free of charge. Kicking off with coverage of the Hit Squad tour, the activity comprised five consecutive months of a minimum of a full-page in each magazine, focusing on: - Launching the competition - Report on the site visits - Product reviews - Case study of how Magma works closely with tradesmen / reminder of the competition - Feature on the winners of the competition • During the second phase of visits, the editors of the Professional titles accompanied JAM to several sites, giving them real insight to tradesmen’s reactions to the range and provided them with invaluable interview and photo opportunities. • The coverage of the site visits attended by the editors was used to remind readers of the competition for tradesmen to win a personal site visit from the Hit Squad, along with the chance to win £500 worth of tools across each of the six trade titles and resulted in over 2600 entries. • Working closely with the Professional editors JAM secured 6 x full or double page articles every issue for five consecutive months. Results • 172 cuttings on Magma alone, in addition to the 285 cuttings for C.K tools as a whole = 14/month – 3.5/week • PR Value: £514,216.50 • Opportunities to see: 3,223,194 JAM actively helped drive sales, with C.K reporting sales had smashed initial targets by 26% following JAM’s press activity. C.K Magma is well established as a standalone sub-brand of C.K tools, with the sales team reporting that customers are now asking for the range by name, rather than the previous Tool Systems or just the generic term, tool storage. Following an intensive PR campaign, the C.K Magma range received Hand Tool of the Year at the DIY Week Awards and most impressively the readers of Professional Heating & Plumbing magazine collectively rated the C.K Magma range as the Top Product of the year. URLs http://www.ck-magma.com/ The PRmoment Golden Hedgehog Awards 2014 are now open for entries. Here are this years updated categories.