Colloco is a homeware and gifts retailer based in Leek, Staffordshire. As well as having a beautiful shop in a Grade II listed building in Leek town centre, founders Marc Briand and Julie Lyons run a successful e-commerce site selling Colloco’s design-led range.
Colloco had a press office in place, which had been running for over a year. It felt though that the results being achieved were not consistent or very targeted. Julie and Marc wanted a PR agency that had a better understanding of the home interest and consumer press, and that would take a more tenacious approach to driving coverage on its behalf.
Marc and Julie had never met the media face-to-face, and no media visits had been carried OUT specifically on behalf of Colloco, therefore Primo organised and attended meetings with key journalists as a priority at the start of the campaign. These were subsequently carried out on a more regular basis to maintain personal relationships and communicate major launches. As well as selling in product news, the agency also manages a proactive programme of seasonal and themed press releases to maintain momentum and keep Colloco front of mind in this competitive marketplace. Regular calls are made to all press to identify forward feature opportunities on an ongoing basis.
During the first year of the campaign Primo PR achieved over 100 pieces of coverage for Colloco and the campaign provided a return on investment of 13:1. This coverage appeared in key titles for the company, ensuring that every cutting made a difference.
