Case study · Small Business Advice Week 2006

Lloyds TSB Business Insurance

Relations Group ran a broadcast PR campaign for Lloyds TSB Business Insurance around Small Business Advice Week 2006. Interviews and on-air competitions put the brand on air, securing 119 items of radio coverage (64 interviews and 55 on-air competitions) with a combined audience of 13.5 million. Highlights included BBC Radio Wales, BBC West Midlands and BBC Radio Solent.

Part of Small Business Advice Week on air →

119Items of coverage (64 interviews and 55 on-air competitions)

13.5 millionCombined reach

8h 45mTime on air

Coverage highlights

BBC Radio WalesOn-air competition
BBC West MidlandsOn-air competition
BBC Radio SolentOn-air competition
BBC Radio LeicesterOn-air competition
BBC Radio BerkshireOn-air competition
BBC Radio NorthamptonOn-air competition
Northsound 2On-air competition
Chesters Dee 106.3On-air competition
Bridge FMOn-air competition
Heartland FMOn-air competition
Island FM 104.7Commercial radio

The story

Lloyds TSB Business Insurance, Small Business Advice Week 2006

The aim: Lloyds TSB Business Insurance wanted to position the insurer as the authority and the place to go for business insurance.
The message: It is not worth risking it all with the wrong kind of insurance. A flexible approach means small businesses can get the right cover whether they work from home, a shop, an office or a van.
The angle: Pitched in Small Business Advice Week: research by the insurer showed one in four small businesses are taking serious risks by not having adequate business insurance cover.
On air: An entrepreneur and TV presenter
The result: 119 items of coverage (64 interviews and 55 on-air competitions) reaching 13.5 million, including BBC Radio Wales, BBC West Midlands, BBC Radio Solent, BBC Radio Leicester.

Budget £5,500Delivered £7,075Above budget 29%On air 8h 45m

What the budget bought

Campaign budget

£5,500

Coverage delivered

£7,075

Advertising value equivalent (AVE)

£102,477

PR value

£307,430

56:1return on investment: PR value is 56 times the campaign budget

Coverage delivered is the value of the items at the Relations Group rate card. AVE is what the same airtime would cost as advertising. PR value is three times the AVE. ROI is PR value divided by the campaign budget.

About Small Business Advice Week

Small Business Advice Week is a UK campaign owned and run by Relations Group, which holds it as a registered trademark. It has run since 2004, bringing together experts and businesses to give free advice that helps the UK's small firms grow and cope with tough times. Stations plan their coverage of it in advance, which makes it a strong hook for a broadcast PR campaign.

Planning Small Business Advice Week for 2027?

Small Business Advice Week usually runs in September; the 2027 dates have not yet been announced. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.

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