Challenge
Increasing Tryzens’ share of voice in the UK and Australia The Client TRYZENS Tryzens is an international digital commerce consultancy that takes a holistic approach to growing businesses, no matter how or where customers choose to buy. With offices in London, Melbourne, Sydney, Sofia and Trivandrum, it has partnered with some of the world’s most successful retailers and brand owners including Cotton On Group, Sweaty Betty, Liberty London, T.M.Lewin, RM Williams and Treasury Wine Estates to provide beginning to end services that help grow businesses and provide the best customer experiences. The Goal Tryzens wanted to increase its media exposure in both the UK and in Australia, driving quality, meaningful coverage in tier one trade retail titles, while also increasing its share of voice as an advocate and influencer for the market. The success of the campaign was therefore measured on share of voice and coverage quantities.
Solution
The retail technology space is incredibly competitive and it’s therefore crucial that meaningful stories are crafted in order to cut through the noise and to be positioned in key titles. Having worked with some of retail’s biggest names, customer win stories and case studies made up the core media relations campaign. This was supplemented with thought leadership content in the form of bylines and interviews, positioning Tryzens rightly as a leading expert in retail and eCommerce.
Results
Achievements Coverage secured Secured 52 pieces of coverage in Q1 2020 (Jan-March), against a target of 30 pieces across the entire year Share of Voice 2019 In 2019, Tryzens had 21% share of voice in the UK and a 14% share of voice in Australia Share of Voice 2020 In Q1 2020, Tryzens’ share of voice was increased to 36% and 51% in the UK and Australia respectively Position #1 This positioned Tryzens as #1 against its key competitors in both the UK and Australia, securing more media presence than the likes of Capgemini, LiveArea and Deloitte Digital Top publications Coverage included the likes of; RetailBiz, Internet Retailing, Australian Retailers Association, Retail Technology, Retail Technology Review, Retail World, Retail Bulletin, Retail Voices, Power Retail, A1 Retail and Retail Technology Innovation Hub
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