Dixons Stores Group-owned PC World is the UK's largest chain of computer superstores selling a wide range of PCs and peripherals to both consumers and small businesses. In addition to well known branded PCs, PC World markets and stocks its flagship own brand, Advent Computers. An in-house team had previously undertaken reviews on an ad-hoc basis with limited success. Reviews in the PC press had been identified as a key objective which were to be used as a marketing tool to aid advertising, in-store POP material, store sales advisors and, above all, drive direct sales.
Strategy and Plan
Following a media audit of the PC press, Blitz PR embarked on a reviews programme that focussed on the key titles, closely matching the system specifications to the precise requirements of each review. Blitz PR met with each key editorial team to proactively identify review opportunities, both group tests and stand alone, in addition to explaining the objectives of Advent. Meanwhile Blitz PR ensured that the infrastructure was put in place, through establishing a strict reviews process with the system builder, to build and ship review units to a very high standard and to very short deadlines.
Blitz PR arranged and organised a press event to launch the re-branded and new look Advent range of PCs and laptops. Using a private room in Mezzo's, key PC World personnel presented the new focus for Advent to 20 key journalists, surrounded by the new look PCs. The supporting press pack included press release, pictures, copy of presentation, product marketing literature. Additionally, magazines and online reviews/news sites were sent press packs and given review opportunities.
More recently, Blitz PR organised an Advent sailing day to launch the new Advent range in time for the Christmas peak sales period. The objectives, in addition to the launch, were to strengthen relationships with the media in a team building environment, give the press the opportunity to put faces to names and arrange future reviews opportunities.
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Measurement & Evaluation The client set a target of four reviews per month in target press agreed between theclient and Blitz PR . The aim was to achieve favourable reviews and all awards would be regarded as a bonus.
Results Over a period of three years, Advent PCs have been placed in over 200 reviews in all the major PC publications, winning 40 reviews to date. The coverage has been much more positive and has established Advent as an award-winning, leading brand in its own right. More recently Blitz PR has started to carry out laptop reviews with growing success.
