People like buying from small businesses. Research of 2,000 adults found over 80% feel happy and content buying from small independent businesses, against 53% for big brands, and only 6% consider CEOs of large corporations trustworthy. For Avery, a Small Business Advice Week sponsor, we paired the findings with a simple message about first impressions: business cards, stationery and personalised accessories shape how people see you and your brand. We built the broadcast PR campaign around raising awareness of Avery Brand & Print and put a business owner and psychologist on air across a radio day of interviews. The campaign secured 48 items of radio coverage reaching 2.3 million listeners, including Jazz FM.
Avery wanted to raise awareness of Avery Brand & Print among professionals, business owners and consumers as a Small Business Advice Week sponsor.
The message
First impressions matter: business cards, stationery and personalised accessories shape how people see you and your brand, so promote your image wisely.
The angle
Research of 2,000 adults found over 80% feel happy and content buying from small independent businesses, against 53% for big brands. Only 6% consider CEOs of large corporations trustworthy, and 58% have had poor service from a big brand.
On air
A business owner and psychologist
The result
48 items of coverage reaching 2.3 million, including Jazz FM.
More campaigns for Avery
Avery has come back to Relations Group for other broadcast PR campaigns:
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.
