Smart PR Helps Agency Motor To Account Win

Tangent Snowball seals pitch win for luxury car brand’s CRM account with timely, relevant coverage

Introduction

When digital agency Tangent Snowball was shortlisted for a major CRM project by a luxury car brand, they decided their prospect of winning would be greatly enhanced with press coverage timed to coincide with the pitch process.

The Challenge

The major challenge was one of timing: Tangent Snowball advised Velvet it had three weeks in which to negotiate and secure the very specific press coverage required to make an impact.

We were asked to see if we could get any coverage either about CRM and luxury brands, specifically automotive, that would show Tangent Snowball’s expertise.

The Solution

Velvet pulled out all the stops to identify potentially newsworthy topics that would appeal to the target media contacts on our radar, and be published within the tight timescales imposed.

The Approach

Strong relationships with the key media helped stack the odds in our favour, ensuring a positive dialogue around the issues-based story ideas we proposed.

The Results

We secured two pieces of coverage for Tangent Snowball; the first was in ‘Luxury Briefing’, talking about the importance of customer data for luxury brands, with the editor considering it so strong that she pulled a planned article in favour of ours. The second was a piece on automotive CRM for ‘Brand Republic’, using a recent news story as a hook.

Both pieces were sent to the client as they appeared, and used as collateral in the pitch. With these cuttings deployed to back up their proposal, Tangent Snowball won the new client.