TACH luggage had a limited PR and advertising budget so we recommended that they went down the reviewer route in the build-up to the holiday period. We researched T1 national publications, T1 regional publications and bloggers to raise awareness of the Tach brand.  

The objective was to write-ups and backlinks, so we had to get a verbal commitment from the journalist that they would/could do the review. There were some challenges from a couple of journalists where the editor cut the review element out of a wider travel article but in general, we were/are pleased with the relationships and verbal agreements that we struck up.  We have built up a good network of trusted journalist reviewers.

What was our plan of attack? What was the first step we took, for example, was it to develop a strategy or build on what was there? Why did we do that? Did those deliver results that influenced the next step? What was the next step in the process? Were there variables? Don’t forget that results come in the next section. 

The first step was the research process, looking into the reviewers for the different travel publications. The initial focus was on the tier 1 national press, then it moved through to tier 1 regional press and onto bloggers. The writers were asked to do the reviews and offered the product on a gifted basis. This involves trusting the journalist to write the review as promised.