How we got a business community in front of 5.1 million people!
THE BRIEF
BBX UK is the largest business community of its type in the world. BBX is a community of like-minded individuals who do business together on a preferred supplier basis to gain more customers, increase revenue and offset cash costs. The brief for SBPR was simple; raise awareness of BBX, educate businesses on how BBX works and ultimately increase the number of BBX franchisees and the number of businesses that join BBX.
THE CHALLENGE
The challenge was how to personalise this B2B offering and secure space in a wide range of media.
THE SOLUTION
The solution came in the form of case studies and comment opportunities written by SBPR from the voice of John Attridge, CEO of BBX, which worked to humanise the brand and allow it to be explained in an easy to digest language. Case studies were absolutely key in achieving BBX features in key business, trade, franchise and consumer titles. By using the power of a good case study, the reader can really see first-hand how BBX has worked for a business similar to theirs.
The SBPR time spent time scouring the media for comment opportunities suitable for John and the BBX franchisors with comments ranging from entrepreneurs revealing how they gained their first 20 customers, to feminism in franchising, millennials in franchising power list, a Brexit survival guide for start-ups and small businesses, and the business leaders finding economic solutions to chaos caused by coronavirus.
To secure case studies, the SBPR team worked closely with BBX asking their database via text and email for businesses to come forward and share their stories. The SBPR team would then interview potential case studies, pitching stories out as a feature with others, or as a standalone piece depending on the strength of the case study. The challenge with all of the case studies lay in making them appealing to the reader and including BBX while not making it ‘salesy’ – authenticity is key for case studies.
THE OUTCOME
In just 12 months, the SBPR team secured a number of comment opportunities, including broadcast and podcast interviews. The case studies were featured in national UK consumer media in titles such as the Mail Online and Talk Radio, international broadcast on RTL, a plethora of franchise and business titles along with regional titles too. In total, the coverage achieved by SBPR for BBX has reached over 5.1 million people and would have cost over £200,000 if that space had been bought in advertising.
