Case study: Driving footfall and online sales for Easy Bathrooms

Overview of client

 

Launched in 2012, Easy Bathrooms is a retailer of quality bathroom furniture and accessories, alongside a comprehensive range of tiles. The firm targets homeowners, housebuilders, tradespeople, interior designers and hotels.

 

Headquartered in Yorkshire, with its 110,000 sq ft warehouse facility and office, the company sells online from easybathrooms.com and via its network of 30 showrooms across the UK.

 

And with ambitious expansion plans, that number is set to grow – at the rate of one new store, over £100,000 investment and the creation of four new jobs, per month.

 

Why did they recognise need for PR?

 

Pre-2017, Easy Bathrooms was investing heavily in PPC, SEO, direct marketing and sponsorships to drive brand awareness. But for a brand to grow quickly in the tough, competitive retail market, it also needs to build credibility and trust.

 

The organisation therefore recognised the need to connect with potential customers and nurture relationships in an ‘earned’ setting, rather than solely through paid media – and subsequently hired Acomm in mid-2017.

 

Goals of partnership

 

Easy Bathrooms set out a three-pronged approach for the partnership; drive footfall to stores, increase web traffic to easybathrooms.com and raise awareness of Easy Bathrooms’ trade account.

 

The goal of a PR strategy was therefore to:

 

  • Create engagement with communities within the vicinity of new showrooms

  • Improve online visibility of easybathrooms.com

  • Build credibility and trust surrounding the Easy Bathrooms brand and its USPs.

 

Activities

 

Over the past 18 months, Acomm has:

 

  • Researched and written 60 blogs – to improve Google rankings and engage the different target audiences

  • Managed Easy Bathrooms’ social media activity, including:

    • Continuing to grow the brand’s Facebook community

    • Setting up Instagram and Twitter profiles and increasing their respective audiences

    • Collaborating with four Instagram ‘influencers’

    • Launching Facebook accounts for every showroom and supporting each manager with social media training and content

    • Creating a ‘best practice’ guide for Pinterest and handing the platform back for in-house management

    • Setting up and managing a handful of social media giveaways.

 

  • Created and conducted a media strategy, targeting both consumers and target trade partners, including press releases, in-depth industry features and consumer product placements

  • Set up and managed nine charity partnerships with local showrooms

  • Written 30,000 words for exhibition profiles, brochures, web pages and leaflets.

 

A snapshot of results:

 

Since January 2018, Acomm has helped to:

 

  • Increase Facebook audience by 151%; engagement by 300% and drive 9,000 clicks to website from Facebook alone – generating 42% increase in social-led online sales

  • Achieve a 60% increase in blog readership figures

  • Launch Twitter and Instagram from standing-starts and build combined followers to 5,000

  • Generate 72% overall increase in online revenue in total (compared to previous period)

  • Cumulate media readership figures of 102million, circulation figures of 1,674,900 and estimated coverage views of 142,600

  • Develop relationships with key journalists in industry and consumer media

 

Testimonial

Lee Reed, Marketing Manager

"Acomm has helped us set direction around our messaging and brand, to target our numerous target markets. We have regular contact with them, but we don’t have to hold their hand – they get on with it and deliver.

 

They're very easy to work with - there at the end of a phone call, email or WhatsApp message when we need them - and we really trust them to have our back and our best interests at the heart of everything they do.”

© 2019 by Acomm. 

amy@acomm.co.uk

0777 516 0814

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