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‘We had a budget of zero, but bags of enthusiasm’

We were looking at a way of marketing our store and engaging with our customers. We had a budget of zero, but bags of enthusiasm and great relationships with the local media.

At Easter we launched the search for this year’s Face of Fit, a competition for a local person to win the chance to model in our autumn/winter marketing campaign, along with a clutch of other prizes.

It kicked off with a feature in the Hereford Times and Herefordshire Society magazine, alongside interviews on Sunshine Radio. 10,000 flyers were distributed to students in the city; we also distributed flyers in store and in all the key bars and clubs, and we backed it all with a viral marketing campaign on Facebook and Twitter.

We partnered with local businesses to put this together, so that when we came to the photo shoot in August we had everyone we needed to do fantastic hair and make-up and an amazing photographer. All at no charge, as they all benefit from the PR.

In the autumn edition of Herefordshire Society, the Face of Fit had the front cover and the whole eight-page fashion section.

Of course, this generates amazing PR, but best of all we get brilliant models for all our advertising.

  • Luke Conod, Managing director of young fashion indie Fit in Hereford

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