We were looking at a way of marketing our FIT store and engaging with our customers. We had a budget of £Zero, but bags of enthusiasm and great relationships with the local media.
My colleague Wendy suggested a modelling competition to find “The Face of FIT”; we met with Fiona and Philippa from The Herefordshire Society Magazine and after a couple of G&Ts the idea was developed.
At Easter we launch the search for that year’s Face of FIT with a feature in the Hereford Times and Herefordshire Society Magazine, alongside interviews on Sunshine Radio. 10,000 Flyers are distributed to every student at all three colleges in the city; we also distribute flyers in store and in all the key bars and clubs in the city, back it all with a great viral marketing campaign on Facebook and Twitter (this year run by Emily Jones one of last year’s winners).
We narrow down the response, and allow the public to vote for a couple of the 12 finalists (backed up by lots more PR of course). In June, accompanied by Champagne and G&Ts, we assemble our crack team of judges:- this year from Peter Prosser Hairdressing, Saxtys, All Seeing Eye Photography, Sixth Sense Fitness and Gorgeous PR……… you may think I am name dropping but that is the key. We got together with fantastic local businesses to put this together, so that when we came to the Photo Shoot in August and the prize for the winners we have everyone we need to do a fantastic shoot with hair and makeup and an amazing photographer – Jay. All at no charge to us, as they all benefit from the PR!
Then in the autumn addition of Herefordshire Society, the Face of FIT has the front cover and the whole 8 page fashion and Beauty section of the magazine with the fantastic photos of our new models.
Of course, this generates the most amazing PR with everyone locally talking about FIT and our modelling competition, but best of all we get brilliant models for all our advertising and PR, whether it be on line or off line marketing!
Photo: Face of FIT 2012 winners Anni Fitzgerald-Allen and Billy Herrin