How PR can help unlock the door to new audiences

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. As a team that are all into our sport and fitness, this 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 the client pieces in tech outlets, including in leading consumer tech magazine, Stuff.

Having taken the time to invest ourselves in the business, we saw dryrobe’s business story as another unique 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 on Sky News’ flagship daily business show, Ian King Live.

With each opportunity, it’s important to think about the finer details, especially as conversion has always been the ultimate goal for the brand. One way we have driven conversion is by utilising impact through competitions. We set up 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. We make sure to activate brand ambassadors and we always ensure we deliver as much value as possible from the relationships.

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 secured dryrobe a standout inclusion on the Daily Express Online, quoted as the product ‘taking the camping and outdoors world by storm.’

Utilising seasonal hooks

To help dryrobe achieve cut-through within the national media we’ve successfully used seasonal hooks to ensure dryrobe have become a part of cultural conversation and something of a phenomenon.

Whether as a must-have lockdown accessory, which led to the Daily Mail and Daily Telegraph running profile features examining its surge in popularity; or tapping into its hipster appeal to secure a standalone profile piece in The Guardian; or capitalising on the its obvious winter use to secure coverage in which the Daily Telegraph and STYLIST declared it the most-wanted coat in Britain.

Put simply, the seasons and cultural moments are your friend when looking to break into new audiences and media outlets.

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 Fitness PR team can do for you, get in-touch with our award-winning team today.

Get in touch with the team