Sample Trend appointed Palamedes PR to publicise one of the first pop-up retailers in what we later described as a “new retail phenomenon”. The concept, which began in Japan, allowed consumers to take products from its London shop home without charge. For a nominal annual membership fee, customers were free to enter the shop once a month and help themselves to £250 worth of goods every year. The only ‘catch’ is that shoppers were asked to complete a simple questionnaire about each product they tried.
Sample Trend was, at the time at least, a new shopping concept and it was crucial that our campaign carried aspirational brand messages in this regard. Known as “try-vertising”, the concept allows manufacturers to test products and receive consumer feedback before launching onto the open market. With this in mind, we prepared compelling content for the national media, and orchestrated a series of media visits whereby journalists and freelancers could visit the London store and try it out for themselves.
Our work generated substantial publicity in the print and online editions of regional and national consumer media, and in the trade press. Publicity variously included lengthy page leads/features in the Daily Mail and Daily Mirror, page leads in London media, and regional and national radio interviews. Crucially, our launch PR campaign drove consumer interest and culminated in significant membership numbers.
Michael Ghosh, of Sample Trend
The quality of the coverage that we obtained for Sample Trend was exceptional, and the difference it made to the brand’s future was clear. But what set this consumer PR campaign apart was the time we had to bring the client’s objectives to fruition. We generated regional, national and trade publicity in less than seven days.