Discounting the media

Rowan, a successful but little-known wholesaler of FMCG and household goods, to discounters asked Storm to raise Rowan’s profile within the grocery market, and convince brand-owners of the opportunity that existed in discount retail.

Storm started by introducing Rowan to the media and set up visits to the company by The Grocer, Better Wholesaling and Wholesale News, then started a programme of regular news releases, on new appointments, financial results, and warehouse expansions. Tactical social media was employed and a Rowan Twitter account set up.

Then we produced a major report into the UK discount market, showing it was at a turning point and would grow by nearly £5bn in four years. The report was produced with the IGD, with case studies from Rowan’s clients.

40 plus items of coverage resulted in key media , including five times in key title The Grocer, and in national newspapers The Express and Financial Times. Rowan acquired new customers directly from this media coverage.