We often hear that PR is the key to unlock opportunities – for visibility, to connect with consumers, generate sales and attract investors. For Katrina storytelling was an important aspect of building a brand, and she learnt first-hand and from an early stage, the power of PR. Only a few weeks after launching, contacts in her newly created network, gave her the opportunity to amplify her products, leading to exposure in The Sunday Times. Katrina told us that: “It was an amazing feeling to wake up to an article in The Times!”
Up until that point, sales had come from friends and family members through her website, but the Times article led to Katrina earning her first external customer and interest in her product range began to grow.
She was also contacted to be featured in Forbes Magazine due to Little Danube’s sustainability focus, using plastic-free packaging and only working with companies who support their plastic-free ethos. In addition, Little Danube also partners with Treeapp, who plant a tree for every £10 spent.
Katrina began to receive interest from investors, which can often be deemed by start-up businesses as critically important for growth. However, the reality was that tough decisions had to be made on the future of her business – but more on that later.
Realising the importance of hiring experts to save time, money and fast track her growth, Katrina hired a PR and digital marketer to set up her social media accounts, build her brand through online content, make her products more discoverable on Google and increase their visibility across social channels.
For the first six months, she had a very clear idea of her ideal customers, which she used to identify and explore her routes to market through wholesalers, museums, art galleries, boutiques or selling on marketplaces. Thanks to a keen entrepreneurial mindset and her multi-channel approach, she was able to quickly pivot when many of those routes to market closed down during the pandemic.
In addition to learning throughout this process, Katrina also completed a digital-marketing course online to enhance her skillset and continue building her channels. She capitalised on the importance of connecting with consumers by creating a community to increase sales opportunities and retain loyal customers. With her keen entrepreneurial mindset, she felt empowered to do it herself and make the right decisions for her business to grow.