Case studies

Cara Sayer
SnoozeShade

Name & Company:
Cara Sayer, SnoozeShade

Website:
www.snoozeshade.com

Company Background:
Surrey mother Cara Sayer, aged 38, invented the SnoozeShade - a removable blackout shade which attaches to prams – after problems getting her baby daughter to sleep when she went out.

Press Release:
British Mum Helps Sleeping Babies Lie with New Invention

Purpose of press release:
The SnoozeShade was launched at the Baby Products Association Show in London in October 2009. Just four months later it went on sale with national retailers JoJo Maman Bebe and Kiddicare. In March 2010 it went on sale with Mothercare. The press release was written to gain exposure before the product went on sale.

What happened after the press release was put on the wire:
SnoozeShade got good coverage from a diverse range of media.

The product was featured in local newspaper the Surrey Herald but really took off on blogs and websites. It was featured on a host of websites including aboutmyarea.co.uk, madhousefamilyreviews.blogspot.com and familyfriendlyworking.co.uk. There was also interest in SnoozeShade and Cara’s story as a ‘mumpreneur’ from the Financial Times.

The press release increased brand awareness and sales after several retailers got in touch interested in stocking the product.

Do you do your own PR?
Before motherhood Cara had a career in PR and marketing and worked on brands such as The National Lottery and Tesco Direct. Because of this, Cara recognises the importance of good public relations and building a brand.

She writes her own press releases and has used social media such as Twitter and Facebook to raise awareness of SnoozeShade.

Testimonial:
"I found press wire a cost-effective way of reaching a large audience and very easy to use.

“When I uploaded my press release I realised I had made an error but the staff were very helpful in correcting it. They changed it straight away.

“I’ve got a couple of stories that I’ll be releasing, as and when, and I would definitely use Press Release Wire again.”

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