Case study · Small Business Advice Week 2012

Groupon

Relations Group ran a broadcast PR campaign for Groupon around Small Business Advice Week 2012. A radio day of interviews put their spokesperson on air, securing 49 items of radio coverage with a combined audience of 2.4 million. Highlights included 97.4 Cool FM, Downtown Radio and U105.

Part of Small Business Advice Week on air →
49Items of coverage
2.4 millionCombined reach
4h 47mTime on air

Coverage highlights

The story

Groupon, Small Business Advice Week 2012

The aim
Groupon wanted to position Groupon as a supporter of UK small businesses and an expert in local commerce.
The angle
New research found only 41% of small businesses use social media, although 89% believe in its power to increase growth. A lack of confidence (23%) and the belief that it is time consuming were key reasons for lagging behind.
On air
A managing director at Groupon UK and a small business owner
The result
49 items of coverage reaching 2.4 million, including 97.4 Cool FM, Downtown Radio, U105, BBC Radio Northampton.
Budget £7,000Delivered £7,100Above budget 1%On air 4h 47m

What the budget bought

£7,000
£7,100
£32,952
£98,855
14:1return on investment: PR value is 14 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.

Book a call with the team