What to expect
Selling style from the South
Launched in December 2009, Ledbury is the Virginia-based luxury men’s shirt maker born of a year-long apprenticeship on London’s Jermyn Street and a lifetime appreciating Southern style.
GoalsAs a new company, Ledbury was largely unknown, especially on a national scale. But it was determined to begin building its brand, one with a distinct voice and stand-out reputation, and it wanted to do so on the backs of a national media relations campaign. The Hodges Partnership was engaged to amplify Ledbury’s brand recognition and secure national placements that would drive sales among target consumers.
StrategyFocused on getting in front of the target demographic (men, ages 24-55) and driving traffic to Ledbury’s website, THP created a three-pronged media relations strategy to create buzz and drive clickthroughs to the company’s website:
- Product placements/reviews — Putting the Ledbury products in the hands of editors at influential men’s websites to encourage reviews and product coverage, driving traffic to www.Ledbury.com.
- Profile/feature stories — As Oxford business school alumni, Paul Trible and Paul Watson are young entrepreneurs who made the best of a bad economy and saw a void in the menswear market. Their target consumer can identify with the brand’s back story, validating the company and providing a point of connection.
- Product seeding — Word-of-mouth is the most powerful way to spread brand awareness. To encourage brand recognition, a list of targeted influencers respected by businessmen was created to try out the high-end shirts and pass the word.