Our experienced team of media professionals spend countless hours analysing and assessing different forms of advertising, so we can achieve maximum returns for our clients. While online advertising strategies are increasingly important in a media era dominated by digital marketing and social networks, Buy Me Media’s team is always alert to opportunities for more traditional forms of marketing and public relations to play an important role in delivering success.
Our most recent example of this complete approach to helping our clients reach their market came by working with the Medical Hair Restoration Clinic, an exclusive hair transplant clinic located in the discreet surrounds of the Tatton Estate in Knutsford.
MHR Clinic counts Wales football manager Ryan Giggs OBE and former England cricket captain Michael Vaughan OBE among its clients. More recently top football referee Mark Clattenburg chose to undergo his hair transplant through the clinic.
The success of Public Relations for MHR Clinic
Aware that such assets around the business leant themselves towards publicity campaigns, Buy Me Media called upon its close working relationship with publicist Jonathan Stones to engineer a PR strategy to raise MHR Clinic’s brand profile and generate enquiries through national and international media coverage.
Jonathan, a PR man with 17 years of tabloid newsroom experience, developed his campaign around ref Mark Clattenburg to reach MHR Clinic’s target audience of affluent males between the ages of 30 and 55-years-old. The FIFA referee’s ongoing appeal to mainstream UK media would help MHR Clinic generate enquiries from within the UK, while his international draw would raise MHR’s industry profile within an internationally competitive market.
Jonathan employed his news sense, interview and copy skills to draw a strong news line from Mark Clattenburg before coupling that content with pre and post-surgery images of Mark’s transplant. The former press agency owner then used his national newspaper contacts to place the PR campaign in the media.
The campaign first appeared in The Daily Mail, The Sun, and The Scottish Sun before FourFourTwo magazine, ESPN, Yahoo Sport and Spanish newspapers SPORT, Diario AS, Mundo Deportivo alongside Spain’s major broadcaster Cuatro picked up on the campaign. All of the above outlets provided a significant reference to MHR Clinic in their coverage, in many cases through links to the clinic’s website. In doing so, they provided a prime example of how traditional PR tactics can work hand in hand with digital marketing.
A corresponding landing page, containing Mark Clattenburg’s full interview with homepage teaser, was set up on MHR Clinic’s website to complement the publicity launch. Advertorial campaigns in Living Yorkshire magazine and Cheshire Life magazine dovetailed the international coverage to reinforce MHR Clinic’s brand name in regions where it reaps its highest returns. The campaign resulted in hundreds of enquiries for MHR Clinic with links from high traffic media sites sure to produce sales leads long into the future. MHR Clinic is now firmly positioned as a leader in its industry and expects to see an enormous rise in revenue from its previous year in business.
MHR Clinic’s director Craig Henton told Buy Me Media: “I am delighted with the results that the PR has provided. The phones have been non-stop since the media ran with the campaign. I’m grateful to Buy Me Media and Jonathan for their hard work in generating the coverage. “Buy Me Media’s PR specialist Jonathan Stones added: “Publicity campaigns are a pleasure to execute when working with professional operations like MHR Clinic. I’m glad to have delivered the PR campaign it needed.”
BuyMeMedia’s success for MHR Clinic certainly reaffirms Richard Branson’s insistence that: “Publicity is absolutely critical. A good PR story is infinitely more effective than a front page ad.” For a comprehensive and successful marketing strategy that combines online marketing techniques with traditional advertising and PR strategies get in touch with Buy Me Media today on 0161 964 0480.