We set out on an intense publicity campaign, taking a two-pronged approach.
On one hand we put the word out about the unique Ounces2Pounds concept of encouraging people to host house parties where the guests could bring unwanted jewellery for appraisal by an expert, and sell it for cash should they wish. Secondly, we went about establishing Las Vegas born and bred Krista Waddell as a "mumpreneur" (she and her husband have four children) role model. We capitalised on all the attractive elements of the "package" – the lure of gold, Krista's glamorous image, her great credentials, the unusual business model and the party angle – to ensure high profile press and media coverage across all sectors.
• Within a few days of our campaign we had grabbed the attention of the national press, and not long after starting to trade in the UK Ounces2Pounds reported it was bringing in around £50,000 per week from just a small area of North London.
• As the media picked up the story and the gold parties took off across England, Krista was in demand as a spokesperson wherever
• Within a few days of our campaign we had grabbed the attention of the national press, and not long after starting to trade in the UK Ounces2Pounds reported it was bringing in around £50,000 per week from just a small area of North London.
• As the media picked up the story and the gold parties took off across England, Krista was in demand as a spokesperson wherever
the "gold fever" of the time was mentioned – and it was mentioned a great deal as the gold price increased. Competition hotted up and the number of "cash for gold" companies began to proliferate in late 2009.
• We capitalised on Krista's image to milk the competitive market for publicity, having Krista challenge her closest rival in the "cash for gold" business to a close-combat duel. The ensuing media coverage was sensational!
• Krista and her company became a name and brand recognised across Britain, featured regularly in the editorial columns of the major press such as The Guardian, The Times and The Independent.
• We also positioned Krista as a charitable personality who accomplishes "good with gold", avoiding the "shark" label that became attached to some of her competitors in the market.
• We capitalised on Krista's image to milk the competitive market for publicity, having Krista challenge her closest rival in the "cash for gold" business to a close-combat duel. The ensuing media coverage was sensational!
• Krista and her company became a name and brand recognised across Britain, featured regularly in the editorial columns of the major press such as The Guardian, The Times and The Independent.
• We also positioned Krista as a charitable personality who accomplishes "good with gold", avoiding the "shark" label that became attached to some of her competitors in the market.
