SS18 Trend Spot: Verdure / Living Garden

SS18 Trend Spot: Verdure / Living Garden

As spring is finally showing it’s beautifully budding head, we thought we would share one of our favourite trends to surface in SS18, Verdure.

Green in name, nature and palette, Pantone’s Verdure palette features vegetal kinds of colours like celery and foliage being combined with berry-infused purples and eggshell blue. Symbolic of health, this palette updates the profusion of greens with some bright and contrasting hues.

This nature-infused trend is clearly influenced by 2017’s Pantone colour of the year, Greenery, and we expect to see all shades of green - from lime punch to forest green - take centre-stage in 2018.


Another similar trend to Verdure is Living Garden from patternbank, which takes a more botanical approach that is the perfect style for nature lovers and aspiring foragers. This key look features so much greenery, you will think you are living in the wilderness!

Focusing on bringing the outdoors in, this theme champions greenhouse plants, delicate drawings and botanical dissections, softened with sheer, see-through fabrics for a simple and organic aesthetic.

What do you think of these trends? Are you for pro-plants or want to banish anything botanical? Get in touch and let us know!

Happy Birthday to Us!

Happy Birthday to Us!

It’s 15 years this week that I sent the first email to clients offering PR services as a rather nervous 23-year-old!  I had been working on my Dad, Stuart's, side business - selling a picture hanging device he had invented called Hangfree. I had been involved from the beginning: setting up the website on Actinic, filling orders and even did a stint on QVC; but it was PR that I loved.

My first piece of coverage was with the wonderful Alison Cork in her Evening Standard "Homes & Bargains section".  We bought about 15 copies and sat waiting for the phone to ring.... we had high expectations thinking we would sell out in one go!  More press coverage followed, and slowly but surely the word began to spread.  My Dad then made the decision to get the product produced in China as the sales volumes were increasing. £20,000 later, thousands of units arrived .... but they were unsellable. Total disaster! 

He said he wouldn't be able to employ me for much longer so suggested I see if other companies wanted some help with their PR - but I was too nervous... who would want to employ me, an inexperienced 23-year-old?  But he convinced me, showing me how to do a "mail merge”; cutting edge stuff back then!  I built up a little database in Access of 100 companies who I thought I could help, and on 23rd February 2003 the email was sent and I waited.... not for long. 


Very quickly my first client signed up, The Diet Plate with the lovely Kay who ended up staying with me for years!  And then more came, an unusual Egyptian Gift company (they were called Isis....honestly). Then a beeswax company, and then more furniture companies followed and I started to create a niche for myself in the interiors PR world. 

Over that year I built up a big enough client base to move to London and got a small desk in a shared office in Portobello Road. I loved that office, it was a great community around there. The market stall holders were lovely and it felt Walton's-esque each morning when I walked into work down Portobello Road getting waves and hellos as I went.  It was a work hard, play hard time and so much fun! Things were growing fast and so I hired my first employee.


During the next 2 years the business grew and grew as I took on more and more clients. In 2005 I signed up my first big-name client, Sia, via a friend of a friend, (the wonderful Rod Kohler); and then I did my first press show, which was a wonderful experience.  The thing that struck me with all this is that it didn't feel like work, I was friends with the journalists I worked with and we would regularly go out for drinks.  In fact, one of my best friends today was a journalist I met through the Sia Press Show!


As zero2one grew I realised I couldn't cope with all the clients I had, the journalist lists, press releases and images.  My Dad worked in marketing systems and said, "there is a system in there Nikki".... and so, we started fleshing out the basics of a system to manage the images and press releases, journalists and clients.  I loved it! I then saved hard until eventually could afford to find a developer to help. One morning I went to try out one of those free breakfast events with BNI (are they still going?). I was trying to get new business but mentioned I was looking for a developer and lo and behold there was a developer there (turns out he was doing the freebie breakfast too!)  His name was Graham House and he started working off the beginnings of the second business - Press Loft (or Image Loft as it was then).  Graham is still working with me today 12 years later!

So then Press Loft launched, and it was a huge time saver for me to manage my PR clients, allowing me to generate coverage 24/7… and keep track of everything I had done.  I quickly realised though that other PRs and companies would want to use it.  It didn't take long before I signed up MFI and various other fantastic brands and PR agencies.  Both businesses grew fast and so I began hiring more people and needed to move offices, first to Fulham Road where I lived and hired the top floor of a lovely high-end cleaning company.  Then on to a big office in Parsons Green as we expanded further.  By now I had around 15 members of staff.

Cutting ahead a few years in 2009 the lovely Anja started working with us and immediately was a hit with journalists and a natural PR.  Since then Anja has secured around 20,000 pieces of coverage in the 8 years she has been with us!


In 2011 I had my first daughter and so began my work-life juggle!  I was back to work 1 day a week when Rosie was 6 months old and worked around naps.  It was a big step leaving others in charge and, amazingly, my Dad Stuart offered to come in and help whilst I was off... and he hasn't left!  It felt quite odd at first being the boss of my Dad but we soon settled into it! The wonderful Roxanne also joined us in that year and was, in 2014, promoted to Agency Manager.  She runs things like clockwork and you will always find her speaking to new clients, trying out new business service ideas and organising us all superbly. In 2012 I had my second child just as we moved to Southbank, where we are now.   


zero2one has always used technology to maximise results for clients and so, as PR moved into the digital space, diversifying from print, it was a prime time for us to expand that way too.  So, we worked with consultants and did our own learning on Google Analytics, SERPS and Domain Authority.  We now offer clients a strong SEO PR offering and it has moved the agency into a great new direction! Today we continue to expand into that area with Rox's guidance and ideas and she has even more things up her sleeve including training workshops, events and other exciting offerings which we will be launching over the next year.  

Today - 150000 pieces of coverage and 250 clients later, I can safely say that it has been a fabulous ride with the team and I am very much looking forward to the next 15 years!


How to sell your story to journalists

How to sell your story to journalists

Yesterday, we had the pleasure of attending Top Drawer London to meet up and coming designers and to see what fabulous new products will be hitting stores in 2018. 

One of the great things about Top Drawer is the fascinating and insightful talks they host in collaboration with PaperFest. And yesterday, we were one of the lucky ones able to grab a seat at the packed-out seminar on how to sell your story to journalists by renowned freelance journalist, Fiona McCarthy.

So we thought we would share some of Fiona’s words of wisdom on our blog for those who didn’t get to see her in action:


Find your story

Journalists like to hear about the person behind the brand, especially if they have an interesting story as to how they started the business. What makes you or your business unique compared to your rivals? Did you change careers later in life? Do you have a triumph over tragedy story? Do you raise money for charity doing strenuous ultra marathons? If you can’t think of anything truly outstanding to share, another option could be finding other people in the same vein as you, whether that be same industry, same area or similar age or life experience and pitch your story out together. Journalists don’t have much time spare to research new feature ideas so if you can go to them with a ready-made feature, you’re more likely to get a reply.


Know your market, know your target

Probably the biggest gripe for journalists is being sent press releases or story ideas that are completely irrelevant to them. Really think about who your target audience is and what magazines, newspapers and blogs they read and only target them. If you are selling traditional, country style products, you don’t want to be emailing magazines targeted at young, modern living. Also, know what the journalist writes and what their past features have been on. Do you fit with these? Have they featured something similar before?


Revamp your press releases

As I mentioned earlier, journalists are always short on time and about four deadlines behind so making life as easy as possible for them will get you instant brownie points. Keep your press releases short and snappy, with one clear message and never send as an attachment! I can promise you it will not get opened. If you are writing about a range, best practice is to start with the star product and then feature the other items further below.



Photography is possibly the most expensive task all online retailers must undertake, so make sure you have at the very least high resolution (300 dpi) cut-outs that have been shot on a flat white background. Don’t just opt for web-friendly images at 75 dpi as journalists need large images for their pages so they look nice and glossy and not pixelated and fuzzy. Again, you want to make the journalist's job as easy as possible and with these, they can just drag and drop straight on to their page. Job done!

If you can afford the luxury of lifestyle imagery, think about what colours and trends are rising in popularity and make sure the scene suits the furniture. And don’t just opt for close-up lifestyle shots of your product, style the room with accessories (even if they are not your products) and take whole room shots from a variety of different angles.


Social media is your shop front!

When you have a million and one things to do, it is very common that posting on your social media channels gets further down the list. But social media is a crucial touch point with your potential customers (and journalists!)

If time is sparse, make a plan and stick to it; whether that is once a day or once a week, frequency is key here and keep your imagery beautiful and ‘on brand’.



Another expensive aspect of getting into a journalist’s good graces is by sending them a sample. As we touched on earlier, if you have set aside a budget for this, make sure what you are sending is relevant and of interest to the journalist. Do they actually write about items like your product? For example, if they have never written about fabric, don’t send them a swatch.

Like us slightly less significant beings, journalists hate waste and will feel guilty about receiving something they can’t write about. Meaning your lovely sample is more than likely to be re-gifted, or even worse, chucked in the bin!


If you would like to see your brand and products featured in your favourite publications but lack the time to pursue yourself, please contact us to find out more about our affordable PR packages.

Coverage Statistics for 2017

Coverage Statistics for 2017

And just like that, the year is nearly over... and what a year 2017 has been!

Ignoring the political, social and economic turmoil, it has actually been a great year for the PR world. We have seen a leap forward in the metrics available to help measure the value of PR more efficiently, and witnessed the gap closing between PR and other marketing channels such as SEO and PPC, allowing services to be more complementary than competitive. Both being fantastic news for clients!

2017 has seen a huge rise in new digital marketing techniques and PR tools that are now readily available at your fingertips, which I’m sure is going to drastically change the way we look at PR in the coming years. (Tip. Expect to see more companies offering SEO PR, just like zero2one).

But even with the rise of digital, one thing that remains a winning method for producing sales and increasing brand awareness is print press coverage. 

Although there has definitely been an increase in online PR in the forms of blogger outreach, influencer collaborations and coverage on news sites and digital publications, and I am sure this is only the beginning for digital; it is very clear that print has not lost its Midas touch just yet.

Securing large volumes of great press coverage is our bread and butter here at zero2one. Whether it is getting your products featured in The Times, organising a photo shoot in Livingetc., or collaborating on a sponsored post with Love Chic Living, we have the right contacts to get our clients seen in their wish list of publications – in print and online.

As we all thrive on the thrill of securing bundles of coverage here at z2o HQ, we thought we would perform a little review of the coverage we have achieved this year for clients... and we were astounded at the stats. So, we thought we would share these figures with you guys below:

If you’re looking to increase your press coverage but not seeing the results you want, why not get in touch and find out how we can help bring your brand centre-stage in 2018.

And the PANTONE Colour of the Year is...

And the PANTONE Colour of the Year is...

Every December here at zero2one, we impatiently wait for PANTONE to release what colour they will be championing for the following year. We even carry out a little ‘PANTONE sweet sweepstake’ in the office to keep it interesting and slightly profitable in the form of chocolate!

And today victory was mine when PANTONE announced their Colour of the Year for 2018 as… Ultra Violet!

 Credit: Fashion Trend Setter

This decadent shade has been on our radar over the last few months when we saw the trend for Palma Violets appear and the noticeably regal hue popping up in PANTONE’s TECH-nique trend and Pattern bank’s Neon Tropics look.

Described by the colour institute as “conveying originality and ingenuity, the magical Ultra Violet is a distinctive and complex purple shade that fascinates and intrigues.”

Pantone Vice President Laurie Pressman has said the colour was chosen to “evoke a counterculture flair. We are living in complex times [and] we’re seeing the fear of going forward and how people are reacting to that fear.”

This bold yet mystical violet works well on large items like sofas, upholstered beds, or as a striking feature wall, and pairs beautifully with a lighter pastel purple hue. But if you’d prefer to take on a true contrasting look, mix with sunny yellow or pillar box red for extra opulence.

Here we have chosen a selection of products from our clients that match the Ultra Violet shade:

 Panton Colour of the Year 2018: Ultra Violet


1. Charnwood Sofa; Darlings of Chelsea; £2205.00

2. Medinilla Magnifica Heather Small By Sloydlab; Nordic Kind; £526.00

3. Bronze & brass Moorish table light with 14″ Coolie Shaped Shade; Besselink & Jones; £1311.00

4. No 9 Cushion Violet; Urban Avenue; £79.00

5. Evie Bed – Purple; Living It Up; £890.00


So what do you think of Ultra Violet? Love it or loathe it, let us know!

Top 3 interior trends for 2018

Top 3 interior trends for 2018

Did you miss out on 'the great cacti craze' of 2017? Or did you triumph with your selection of greenery gifts?

Keeping ahead of what will be the next big thing is important for your business, as it will help you look ahead to what trends journalists will be looking at in the coming months. Then you can think about what products you have that might be suitable for such trends.

Researching the latest trend forecasts also offers great inspiration for creating content on your website, social media channels, or even to help with future stock planning.

We have been busy trend-watching bees over at zero2one HQ, searching through our favourite forecasting sources to find out what's the 'buzz' for 2018.

We have collated our favourite trends and curated our very own trend report for our clients to focus on for SS18. We have researched the evolution of seasonal trends like pastels and florals to see which direction they will take, along with pin-pointing what fresh looks will be emerging in next year.

Along with picking out the key looks to follow, we have also focused on what new colours, materials and animals (yes, animals) will be surging in popularity.


Here's our top 3 picks to watch out for:



In a striking shift away from the blonde woods evident in  Scandinavian style, that have been popular in recent years, earthy tones and dark woods will also be making a comeback.

Expect to see a rise in Rosewood, Walnut and the tonal marbling effects of Mango Wood. Also look out for wood with a ‘Shou Sugi Ban’ finish - a charring technique that results in a wonderful blackened surface effect.



As the trend for tropical continues to thrive, we see it take an electrifying twist. Think Miami at midnight, vibrant neon shades in turquoise, pink and purple and silhouetted palm trees. The colour palette is illuminating and pairs perfectly with another key trend for 2018, oil slick.



Along with alpacas and sheep, the cuddly llama takes the crown from the mystical unicorn as the next hotly tipped animal to influence our homeware.

If you would like further information on the key interior trends for 2018, please get in touch.

Join the urban interiors style tribe

Join the urban interiors style tribe

zero2one is thrilled to welcome new client Urban Avenue on board!

Urban interior design stems from the modern designer lofts in the major cities. Taking cues from its cosmopolitan environment, urban modern is a fusion of various opposing and complementary traits. Minimalist modern, glamorous chic, mid-century inspired, and edgy experimental designs all collide in a distinctively 21st-century setting.

Urban Avenue has a mix of furniture and decor that you can shop or draw inspiration for this look. Their sofas, beds and tables are all uniformly sleek, with clean lines and style inspiration sparked by mid-century modern designs. Urban Avenue are proud champions of trailblazing modern homeware designs. They boast a wide range of embellished decorative accents that complement minimalist furniture, and offer artistic and creative expression.

Urban Avenue was created by interior designers, with a goal of making homes and lives more beautiful, one piece at a time. The growing brand offers a curated collection of luxury furniture and home decor, exclusive lighting and stylish children's design - including nursery and play room furniture, décor and toys. Every piece has been carefully selected, intertwining designs from long established, highly renowned European makers as well as up-and-coming, cutting-edge brands. The team searches far and wide to offer customers truly exquisite, ultra-modern designs made with the finest materials, quality craftsmanship, and cutting-edge manufacturing technology.



1.  Leather Magazine Holder Sand; £149
2. Nabila Floor Lamp; £649
3. Spread Bookshelf; £439
4. Twin Alto Side Table; £245
5. No 9 Cushion Acacia Yellow; £79
6. Roulotte Cot in Teal; £795
7. Hemingway Desk; £899

0330 221 0565 

10 Benefits of PR

10 Benefits of PR

When planning your marketing activity, it is no surprise that PR often gets neglected or sidelined for advertising. 

Effective PR can not only improve your sales and brand awareness, but helps all of your other marketing efforts shine in-tandem and amplifies your communication with your audience. Whether that's through increasing your social media following, strengthening your SEO or keeping your activity budget friendly, we have listed our top 10 benefits for carrying out PR.

Looking for PR assistance? zero2one offers a cost-effective Pay per Results PR package which is perfect for those looking to dip their toes into the PR world without paying a hefty retainer. 

Please get in touch for more info.

5 tips on how to increase your Pinterest traffic

5 tips on how to increase your Pinterest traffic

Pinterest could be referred to as the underdog of the social media platforms. If Facebook, Twitter and Instagram are your main go-to sites then you are missing out on the power of Pinterest. If you already have a Pinterest account or are just starting up, then take a look at these quick and easy steps on how to increase your Pinterest engagement.

1.       Keep up to date with Trends

Whether it’s that new movie that just came out, a new interior movement or a new runway look you have spotted, keeping in the loop with the latest trends will attract new followers. If you have a pin or a board that fits into the newest trendy topics then you have more of a chance of traffic on your account.  


2.      The more boards, the better!

You will soon learn that the accounts with the most traffic and engagement on Pinterest have boards on top of more boards, you can never have too many! With all this said and done, be clever with what boards you are creating. The more niche they are the more chance of a larger engagement you will get from your target audience. Be sure that your boards are organised, no one likes a messy blog! Seasons come and go, so make sure you are moving your boards about with the seasons, with the most relevant ones at the top!



3.      Keywords

Keywords are a great way to allow Pinterest users to find the content they desire. Keywords can be very useful for attracting a niche audience, so make sure you are specific and clever with what words you choose to use. Don’t use keywords that aren’t relevant to your pin, this will attract the wrong target audience and damage your engagement. Updating your images with trendy keywords can also attract users to engage with pins from the past.


4.      Research your Pinterest analytics

Pinterest analytics is one of the newest and interesting features. With this feature you’re able to see what pins and boards are working and what isn’t so you can continuously improve on your account, so set yourself targets each week and watch your analytics increase along with your traffic. 

5.      Be consistent with your pins

Any successful social media accounts will have at least one post a day, Pinterest is no different. Many bloggers and pinners state that 5-30 a day is a good number for keeping your followers engaged and increasing traffic. Uks top pinner Jen Stanbrook states that “it’s highly unlikely that you need to pin anything more than 50 a day. In fact, Tailwind suggest that over 50 a day and you’re damaging your account”. So, in this case, less is more, count your pins or count your blessings!

With all this said and done, Pinterest is still a social media platform, so be creative, socialise and engage with other users and don’t forget to have fun!

Make sure to follow us on Pinterest, Instagram , Facebook and Twitter and check out our website to find out more about zero2one and our social media management packages.

Get to the Heart (Wood) of Dulux’s colour predictions for 2018

Get to the Heart (Wood) of Dulux’s colour predictions for 2018

Last week, the paint powerhouse brand Dulux announced that Heart Wood – a beautiful warm pink – was chosen as their Colour of the Year for 2018.

Described by Dulux as a "warm neutral with a hint of heather", Heart Wood combines our love for millennial pink with the increasing demand for calming ‘greige’ hues in the home.

Announced as part of Dulux’s annual trend forecast, Heart Wood is the grounding influence in all of their colour palette predictions, due to its chameleon-like qualities, which sees the shade go from dusky pink to muted mauve to warm grey, depending on its pairing.

So, if you’d like to pay homage to nude shades in the bedroom or opt for a playful touch with pink in the living room, we have selected our favourite products from our clients below that truly encompass the no-fuss, simple spirit (and colour match) of this ever-changing smoky neutral.


So what do you think of Dulux's colour of the year, Heart Wood? Do you think it would add comforting charm to your home or is it millennial pink madness gone a step too far? Let us know on Twitter!


How to grow an Instagram following

How to grow an Instagram following


The highly curated visual nature of Instagram makes it the perfect platform to master if you’re hoping to transform your interiors or design brand into a covetable lifestyle brand. It’s daunting first setting up an account and staring at your zero-follower count, so here are a few tips to supercharge your (organic!) follower growth!

We'll make you blush!.jpg


1. Post consistently (at least once a day)

According to a study from Union Metrics, what matters for Instagram is posting consistency.

Let me explain. If you want to maximize engagement and generate followers, you can start posting on Instagram 10, 15, even 20 times a day. This will not negatively affect your Instagram account.

That is, until you change the frequency. If you make a habit of posting several times a day and then transition to only a few times a week, you will start to lose followers and generate less engagement per post.

This means that the best posting frequency for Instagram is the posting frequency that you can consistently maintain for the rest of your natural life. Or at least until you sell your business or retire to a beach somewhere.


2. Get the hang of hashtags

Hashtags are a great way to help new followers find you, so it would be worthwhile spending a bit of time researching and recording hashtags relevant to your brand. Check out a few blogger’s posts; what hashtags are they using?

Another way to discover hashtags is to check out the top 100 hashtags from Websta here. (You can also use Websta to search relevant keywords and find popular accounts.)

What you really want are community-oriented, specific hashtags that will drive more engagement and help you build a brand. INK361 is a free tool you can use to find less popular hashtags. Simply search for a term (e.g. ‘Nordic’) and choose a hashtag to see the search volume.




3. Share user generated content

When it comes to making a purchase, who are you more likely to trust: a brand, or a fellow consumer who uses the product? We’re more likely to take recommendations from friends and family members than brands when it comes time to make buying decisions - and that's the logic behind user-generated content on social media.

If your customers tag you in a post, you can use an app such as Instarepost to share their image with your followers. If the image features one of your products – hey presto: it’s a ready-made marketing shot!





Once you’ve built up an initial following, why not experiment with asking your customers and followers to post a themed image using a specific hashtag, perhaps offering a prize for the best entry. This can be particularly effective for building up a sense of community.


4. Ask users to “tag a friend”

This is a great form of viral marketing for once you’ve already built up an engaged audience, and works especially well if you are hosting an Instagram competition, or an actual event! For interior and lifestyle brands, it can work (in a cute kind of way) to post an image of delectable interiors, or an amazing vista, and ask followers to tag someone they’d most like to enjoy it with.


5. Share the love <3

Instagram isn’t a self-promotion tool; sorry, let me rephrase: Instagram shouldn’t be considered a self-promotion tool for brands (plenty of humans may see it that way!). It is, a community, and successful brands will need to be willing to dedicate a significant amount of time to just ‘hanging out’ on the site, taking inspiration and engaging with other users. You’ll learn to understand, what you give, you will get in return.


One last tactic: How to drive traffic from Instagram?

One of the challenges of marketing on Instagram (and possibly a part of its joy for users) is that you can’t quite add links for your viewers to click.

If you want to send your followers to a specific link, though, it seems that it’s becoming common practice to change the link in your Instagram profile and add the comment “link in bio” to a corresponding photo or video.



AW17 Interior Trends: Nomadic

AW17 Interior Trends: Nomadic

Here at zero2one, we have been loving the new autumn/winter trends emerging. The Nomadic trend is up there with one of our most favourite trends at the moment, confirming that Scandinavian style will continue to dominate the up and coming interior trends. With subtle colours and a rustic vibe, this trend is perfect for a chilled out autumn.

 AW17 Interior trend: Nomadic

To bring this trend into your home, opt for a calm palette with warm greys, dusty pinks, eucalyptus green and flat browns for an earthly element. The Nomadic trend is true to its travel-inspired name and incorporates influences from around the globe including African, Middle Eastern and of course, Scandinavian. So wallpaper or cushions with ikat prints, or accessories with intricate patterns will bring intrigue to your setting.

If you’re looking to create a cosy update in your living room this look is perfect as the greys, navy blues and muted pinks provide a sense of warmth and the palette includes some of this year’s must have colours for autumn and winter. 

This trend is perfect for those who fell in love with last year’s Hygge craze and this year’s Lagom phase. So if a peaceful home with natural touches is on your wish list for Christmas, go Nomadic!

Why Your Business Needs Social Media

Why Your Business Needs Social Media




In 2017 social media has become a crucial part of digital communications strategies. When done right it delivers measurable results in sales, leads, and branding. It also enables brands to reach a large number of people at a low cost.


The increasing importance of social media in business is evident: as 72 percent of opinion-seekers ages 25 to 34 look to social media for recommendations when purchasing goods and services. Retailers can't ignore how social media can impact the buying experience and increase sales.

And the best thing about the social marketing revolution? Brands really don’t need a huge budget to tap into social. It’s all about being smart and creative with the resources you do have, to show your brand in the best possible light.





Here are five good reasons why brands should get on-board with social media.


1. To open up a new and expanding audience

Facebook has over 2 billion active monthly users, with the Like and Share buttons hit 10 million times a day. Twitter has over 328 million monthly active users and tweet 55 million tweets a day. Instagram has over 700 million users


The potential to reach new customers through social media has never been greater and is constantly growing. With £5.67 billion attributed to online purchases annually and website visitors being ten times more likely to make a purchase if they are directed from social media, you could be missing out on valuable promotion and sales.


2. Increase knowledge of your customers

Social media platforms generate a huge amount of instantaneous information about your customers. It is a simple way of discovering who they are, where they’re based, how they feel about your brand, they’re interested and much more.

If used properly, this information could be used to alter your social media approach when it comes to communicating with customers.


3. Foster strong relationships

Build and maintain strong relationships with your customers and influencers in your field. Social media encourages real-time interactions, allowing brands to demonstrate exemplary customer service. Attentive customer service is the key to securing more customers, and social media is the perfect way to communicate with micro influencers who you may go on to work with in promoting your brand.


4. Invest in a targeted and measurable ad campaign

Social media now offers brands plenty of opportunity for invest in small-scale advertising campaigns, targeting the market you’d like to reach. Brands can easily filter audiences by age, location or interests, and work to a budget that they can comfortably afford.  


5. Create content that people will want to share, therefore increasing brand reach several times over

Social media has evolved in the past few years. Whereas it used to be mainly used for keeping in touch with friends and family and personal updates, now content really is king. If a brand can design shareable content, their reach will suddenly increase from current fans and customers, to followers of their customers and so on. Creating viral content is a free and effective way for brands to hit the big time.



Before you start off on your exciting social media journey, it’s important to define what success looks like.


Come up with your goals in advance. Are they:

More sales?

More traffic to your website?

More people knowing about your brand?

More people mentioning you?

Bear in mind that none of the above approaches are wrong.  The only wrong approach is not having targets in mind: if you don’t know what you’re looking to achieve, then you won’t be able to measure the success of your social campaigns.



If you would like to find out more information regarding social media marketing, please get in touch with zero2one today!

The Dos and Don'ts of Blogger Outreach

The Dos and Don'ts of Blogger Outreach

Thinking of working with bloggers but not sure who to contact and how to pitch to them? We've listed our top 'dos and don'ts' for approaching your chosen influencers.


first things first... Do your research!


“You may think it blindingly obvious, but you would be astounded at how many brands/PRs fail to read my blog and pitch me entirely inappropriate products” says Julie Falconer, founder of A Lady in London Blog. “Sometimes they even approach me with wrong name! Brands and PRs could do themselves a favour by reading at least my last couple of posts before launching into their pitch.”


  • Take the time to read the blog and understand the blogger’s style (it needs not be said, but also the blogger’s name). If they tend not to feature products similar to those you’re pitching, it’s a waste of time for all concerned.

  • Twitter offers great potential for monitoring, possible relevant story seeding & early heads up on industry developments

  • Subscribe to blogs relevant to clients & make contact with target bloggers to start building blocks of good relationship!

 The Dos and Don'ts of Blogger Outreach


1. Send short initial email introducing yourself & asking do they mind you sending something for consideration.

2. Think about why you are pitching to their blog? Does the blogger have any specific interests within their field?

3. Keep the tone fairly informal

4. Thank them if they cover your news

5. Keep a ‘do not pitch’ list



1. Pitch irrelevant stories

2. Copy & paste salutations like Dear Nameofblog. Make it personal

3. Attach documents (copy & paste into body of email)

4. Send stale information or dull stories

5. Embargo an announcement – bloggers like to act now

6. Call – bloggers prefer replying in their own time


To summarise, make sure you...

Learn about the blogger and then personalise your approach. 

Make your pitch a quick, concise read.

Offer something that is unique.

Give the blogger lots of resources.


To make life a little easier when remembering our tips, we have created a friendly little infographic to remind you of the best practice for approaching bloggers.

 The Dos &amp; Don'ts of Blogger Outreach

To learn more, why not check out our post on 'What you need to know about blogger outreach.'

How to Buy Stock According to Interior Trends

How to Buy Stock According to Interior Trends

How to Buy Stock According to Interior Trends


Last week we experienced somewhat of a watershed moment. Nothing to do the high drama of the political earthquake that shook the country to its core; but a defining moment none the less: we received our first Christmas lead.

When pulling together some interesting research on the top trends for Christmas 2017, we realised that there are two questions that we are always asked by our clients. These are: “Can you tell me about any forthcoming trends that the journalists are working on?” and “Am I too late to get coverage for X products?”


The true of the matter is earlier is always better as far as Christmas is concerned. Those of our clients who send over gorgeous seasonal imagery and product shots in June have, understandably, many more potential placements than those who only start planning in the autumn.


So this week’s blog post is all about how to shop for stock with the latest trends in mind, and when to get those products (especially images!) into our hands.


Monitor PANTONE’s colour reports and Trend Bible – As the biggest trend analysts, it is pretty certain to say that whatever they predict as the next big colour, material or ‘look,’ will be the next big colour, material or ‘look’. When a shade is bestowed the honour of ‘PANTONE’S Colour of the Year’ it is a sure-fire catalyst for sell-out, as customers want to make sure they are one step ahead of the pack - even if the shade is greeted with mixed views (look at 2017’s Evergreen for an example).



Click here to check out our Pinterest Trend Boards!  


Interior Blogs - Reading interior blogs is just as important as monitoring the trend analysts these days. These guys are interior fanatics and spend all their time searching for emerging talent and fresh new design. As more people rely on getting their news and interior inspiration online, you can bet your bottom dollar that your customers will be taking their word as gospel.


Tip: Use bloglovin’ to help keep tabs on your favourite blogs


Trade Shows - The most obvious answer to this question is of course, attending trade shows. Not only are trade shows good for you to meet your suppliers and see what new products they are launching, but they all have sections on the most coveted products for the forthcoming season, plus talks and seminars on business development, marketing and trends. Each year, we make sure we attend these shows and talks so we can see what’s new and make sure we are giving our clients the lowdown on the industry.


The next big trade show for us is Top Drawer, in September – Tweet us if you’re going!


One vital point I must make is as soon as you acquire new stock it is important that you send through high res cut out images of the products ASAP so we can begin to pitch these in to journalists!


Publications work to a varying degree of lead times, with the longest lead monthlies working up to 6 months in advance and the shortest lead newspapers working just weeks and sometimes days in advance of publication.


For example, the longest lead publications will start putting to bed their Christmas issues in July; therefore we will need your images sent across to us by June (hot-foot!).


To give you an idea, here are the types of features that journalists from short and long lead publications work on around the start of summer:



How to promote your stock according to interior trends:

So, you’ve been trend savvy with your purchases and pro-active in displaying them on your site; now it is the time to promote these products smartly and make it easy for your customers to swing on by and press ‘Buy’.


My favourite tip is if they fit into a particular trend which is doing the rounds in the press, or an event that is looming, (e.g. Jungalow), why not create a round-up of these items and promote it on the homepage.


Here is a great example from Cult Furniture:



Hyperlink a nice lifestyle image or create styled shot of said products to a search selection on your site.


(This is also a great idea for products that have been featured in the press!)


Still want to know more about the latest trends? Please email us for a copy of our complimentary quarterly Trend Report.

The Power of CRO

The Power of CRO

The Power of CRO: How to maximise your sales and increase your customers experience

We regularly hear from clients how important SEO is to their business and we are always looking for new ways for our PR efforts to align with their SEO objectives. But another optimisation beast that is just as critical to your business, but often side-lined, is Conversion Rate Optimisation.

Conversion Rate Optimisation (CRO) is a process for creating a more effective website. For customers, the objective is to guarantee the best user experience. For you, the purpose is to maximise on your conversions, i.e. sales.

Whilst we would recommend you carry out both SEO and CRO exercises, most overlook the latter. To be frank, there’s no point being ranked highly for ‘red cushions’ if your customers can’t find or buy them easily on your site. You need both processes working in tandem to ensure you’re gathering high volumes of organic traffic (SEO) and eliminating your bounce rate and cart abandonment (CRO) at the same time.

To start this exercise, we need to look at the numbers you need to improve and measure to increase your conversion rate:

  1. Your Total Conversions is number of people who did whatever it is defined as converting (email newsletter, made a purchase, and so on).

  2. To get your Conversion Rate, you divide the above total number of conversions by the number of visitors to your site.

For example, a site with 5000 visitors and 50 conversions has a conversion rate of 1%.


Below we have outlined our top tips for increasing your conversion rate on your website.


Keep it simple stupid!

It’s very easy to get carried away picking bright colourful graphics and snazzy fonts but remember to allow the page to perform its main purpose, which is to get the user to perform an action. Whether that’s making a purchase or entering their details, make sure your call to action is clear and easy to find and remove the unnecessary clutter.


Look at your site’s usability

Can users easily search your site for what they’re looking for? Is it easy to complete your checkout process? How many pages and clicks does it take to complete the key conversions you’re measuring? Is there a mobile version of your website? No matter how pretty your website is, navigation and usability are the two biggest reasons behind lack of conversion. So, make sure you keep your navigation, registration, contact, and payment easy to find and operate.


Is your SEO on point?

As mentioned above, you shouldn’t do one optimisation exercise without the other so it’s key to keep your Search Engine Optimization efforts up-to-date, accurate, and relevant. Are you using accurate titles, relevant keywords and proper meta data? Images should have correct names, and keywords should be used properly. Titles should be clear and descriptive. If these items are not relevant, people may be coming to your site looking for something you don’t offer, (which will increase your bounce rate), while those who seek your services won’t be able to find you.


Slow and steady does NOT win the race!

Very simple one here… A speedy site will equal speedier sales!

Forbes state that “a 1-second delay in load time can equal 11% fewer page views, a 16% decrease in satisfaction, & 7% loss in conversions.”

So, if you can get your page load time performing faster, expect to reap the benefits.



One of the most influential factors in increasing conversion is of course, images. In some cases - especially on landing pages - changing your imagery can increase conversions dramatically! The main points to consider are where they are placed, how many images you use and what feelings the images evoke. Otherwise, the balance can quickly turn if you’re imagery doesn’t match the content.


Social Proof

Do you have customer testimonials and reviews letting visitors know how happy others are with your services? With 1 in 4 people using online reviews before making a purchase, social proof is a powerful conversion rate driver as it shows your brand is trusted.

And lastly, don’t forget to shout about your press coverage! Collecting media mentions such as ‘Featured in The Times’ gives your brand credibility and a level of trust that will make users feel at ease.


To summarise, we have created a little infographic for you to save and use as you wish!

 conversion rate optimisation

For more information on how zero2one can help improve your online presence, please get in touch.

6 tips on how to use Instagram

6 tips on how to use Instagram

Instagram. It sounds so simple and straightforward, doesn’t it? You download the app, sign up, and start posting pictures of your products, but let me stop you right there. There is more to it than that. For a business to succeed in getting their brand noticed on the platform, here are 6 juicy tips that you should definitely take note of.

Make Sure You Have a Business Profile

Instagram has a nifty little option in the settings of the app that allows you to turn your profile into a business profile. This will provide you with many benefits e.g. analytical insights and the ability to run a sponsored post.

Post Interesting Photos

Now, this sounds like an obvious tip, but I’m not telling you to post daily snaps of the weird and wonderful, but more relevantly, make sure your imagery is bright, colourful and most importantly, a lifestyle image.

In my opinion, cut-out images have no place for Instagram, but with that being said, if every post was a cut-out it would create a gorgeous theme for your Instagram.

From your feed, users should be able to get an idea of your brand and the types of products that you sell.

 6 tips on how to use Instagram

Create a Content Calendar

A content calendar is crucial for creating a successful Instagram account.

Building a content calendar is straightforward and you can do this week by week or monthly. Monthly is a better option, as you won’t spend each week thinking of “what next?”

If you plan on doing some sponsored posts, it is important to include this in your content calendar with important points like budget, date, imagery and how long the sponsored post will last for.


Here are some ideas for weekly content:

1. Themed weeks e.g. bold colours, tropical etc.

2. Posts around a special day e.g. Mother’s Day, Father’s Day or Valentine’s Day

3. Pictures of a particular product or design of a product e.g. Lamps, sofas, accessories


Let’s Talk About Hashtags

Hashtags are fantastic little things! They allow your photos to reach more people instead of just being shared amongst your followers. It enables people with common interests to see your photos, and thus increases your followers!

So, where should you put your hashtags? Placing them in your caption is a big no no, just don’t do it. It will cause your post to look forced and unprofessional.

Rather than placing it in the caption, the best thing to do is to comment on your own picture with the relevant hashtags.

Here are some ideas: #interiordesign #interiorstyle #interiors #bedroom #home, but don’t overdo it, keep it roughly to no more than 20 hashtags per post.

Keep It Active!

This is something we are always told to do in our daily lives, but it is also important to keep your Instagram active! Posting up to 2 posts a day is the perfect amount, any more than that and you might annoy your followers. Think about the times of day you post too so you can reach maximum engagement. (Instagram analytics should be able to help with finding out the best time to post.)

Interact With Your Followers

Once you start posting photos that are delectable to the eye, you will start receiving comments.

Unfortunately, there are a bunch of auto-comment users but it is very easy to differentiate an auto-comment from a genuine comment.

An auto-comment usually says “nice pic” or “nice profile”, but a genuine comment will more times than none be lengthier and actually refer to the picture posted.

It is important to engage with the followers who write genuine comments, but it is also vital for you to leave comments on popular Instagram accounts that are similar to yours too, so that users of related interests will be more likely to have a look at your profile.

So that's it! Why not head over to the zero2one Instagram account to see our tips in action and say hello!

If you would like further information on our social media management packages, please get in touch.

Understanding and measuring PR using Google Analytics

Understanding and measuring PR using Google Analytics

PR is notoriously hard to measure. More recently though, with the help of Google Analytics and digital marketing, brands can be more savvy with their spending and much closer to working out their ROI. Traditional PR measurement tactics would include the number of pieces of coverage secured, brand mentions and total reach, but now clients are more interested in knowing the number of shares and conversions.

In Gorkana’s webinar in Understanding Google Analytics, they simply and succinctly explain best practice for measuring your PR using GA.

While we wouldn’t recommend focusing exclusively on your GA, it certainly makes for interesting reading. PR has always been about achieving that overall increase in brand awareness.

 Modern PR metrics in analytics


If you’re looking to measure your PR, these are the elements to look out for on your Google Analytics.

 Understanding and measuring PR using Google Analytics

PR and analytics sit on the opposite end of the same scale. PR is focused on first touch-point between consumer and brand (firing up potential customers’ desires for the new sofa, creating a buzz on social etc), whereas GA focuses on last click attribution. It’s important when trying to measure a campaign’s effectiveness not to simply focus on last click attribution. It is almost inevitable that you’re going to lose measurements on assisted conversions because of the nature of human behaviour. For example, if someone spots your product in The Times; unless they make the purchase right away and from that link, you will have lost that measurement. Instead of ‘last click’ look at your site’s overall traffic flow in the period The Times article may be current, taking into account sales overall. If there is a noticeable uplift in sales of the featured product it helps with measurement, sure, but don’t rule out customers browsing your range for a while before settling on something else.

PR is more about broader sense of brand growth than finite details. For a better way to measure, you should consider multi-channel funnels. Whilst it’s not also 100% accurate, multi-channel funnels is thought to be more reliable than using just last click attribution.

 PR measurement using multi-channel funnels

The average consumer visits a site 7 times prior to making a purchase. By using the MCF, it reduces the reliance on last click attribution and upweighs supporting links. For example, someone may see your product in a blog; pin it to their Pinterest boards (to purchase at pay day); Google search for the brand a couple of weeks later; and click on an ad-word to eventually land on your site and complete the goal. Therefore, it’s important to focus on brand awareness across multiple channels in order to increase the chance of catching that customer and completing that purchase.

GA has other uses than simple analytics, for example: goal action. You may have a goal set for a particular product range to sell especially well. Or a campaign on social media. Whatever your aim, you can set up goals on GA to align with your PR objectives.

PR should provide an uplift in brand searches. If you would like to delve deeper into this, you can filter to see the before and afters with campaigns, spikes in click through rates should be attributed to digital PR. With all this talk of digital, don’t think that print coverage doesn’t also help! It’s great for increasing your brand searches (and giving you something to shout about on social!).

 PR measurement

Another thing to look at is direct traffic patterns. Direct traffic comes from a bookmark or URL address.

 Understanding and measuring PR using Google Analytics

Other areas to bear in mind may include regional related coverage. This should be considered if you’re working on a regional campaign and would like to see an increase in traffic and sales in your chosen location. Or you may be looking to decrease your bounce rate, or ultimately an increase in transactions.  These would all be dependent on your PR objectives.

 Key PR measurement components

If you are interested in creating a cohesive PR campaign, with set goals and tracking, please do get in touch.

3 Sizzling SS17 Trends

3 Sizzling SS17 Trends

The clocks have gone forward and the weather is getting warmer (hoorah), which can only mean one thing… summer is on its way!

During the months leading up to 2017 there were many interior trend predictions bouncing around, but here at zero2one we have honed down on trends that we know will be huge this spring and summer.

See below 3 trends that will make your home super stylish in the up-and-coming months:

Pale Dogwood with Green & Copper Accents – This trend is easy to incorporate into your home by adding accessories of each colour. The addition of these accessories will give your space a feminine, industrial and botanical look all at once!

  Pale Dogwood with Green &amp; Copper Accents

Pale Dogwood with Green & Copper Accents

Pop goes the 80s – Colour blocking is back! Adding primary colours into your home whether you decide to choose a single colour or a group will allow you to instantly add vibrancy as well as character to your interiors.

  Pop goes the 80s

Pop goes the 80s

Desert Chic – Wild Wild West is a hot trend for spring and summer 2017, with light brown furniture, figureheads, and cacti being a key way to add some desert style to your space.

  Desert Chic

Desert Chic

Details and Pricing:

  1. Sisters Guild – Ceramic Pineapple Jar in Pink by Rice DK; £30

  2. Penelope Hope – Green & Copper Silk Cushion; £105

  3. Red Candy – Menu Norm Wire Fruit Bowl – Copper; £42

  4. Darlings of Chelsea – Charnwood Love Seat; £2650

  5. Cult Furniture – Moda Bar Stool – Yellow with Chrome Legs; £109

  6. Amaroni Home – Rebu Pink Ombre Salad Bowl; £16

  7. Distinctify – Cima Side Table; £159

  8. Cult Furniture – Cult Living Wire Deer Skull – White; £39

  9. Kikkerland – Cactus Pillow; £17.50

How to maximise & measure your PR efforts

How to maximise & measure your PR efforts

PR Pros have spent years trying to find an easy way to analyse results, but PR is notoriously hard to measure. So with the help of social media and Google Analytics, we now have more insight and data readily available to roll up our sleeves and delve into what gets customers engaged and buying.

Whether its from seeing an increase in your followers, an uplift in brand searches or more click-throughs from your PPC activity, PR affects all channels you use.

“But where do you look to find that out?” I hear you say! Don’t fret, as we have decided to share a few of our top tips on how to maximise the impact of your press coverage, along with tips on how to measure the impact of your PR.

Maximise the value of your PR:

OK, so you’ve just secured press coverage in your wish list titles. Congratulations! But now what? Brand association is one of the key values of PR. If you have been featured in a newspaper, magazine, website or blog, then your potential customers are then reassured about your brand.  So make sure your coverage works harder and smarter for you by sharing the news about your coverage far and wide!

1. Share your coverage on your website by simply writing out the titles you have been seen in somewhere prominent like the home page or the first line of text on the product description.  You can’t use the logos without permission – just send a short email to the editor and it should be fine. Oli & Grace display their best coverage mentions beautifully on their home page:

2. You can also put an “as featured in” page on your site, a ticker on the home page and “flashes” on the product listings when they have been featured in the press.  You can also use quotes from the articles.  This gives customers trust in your brand and so you may then observe increased conversion rates. do it really nicely:

3. Talk about your coverage in your customer newsletters.

4. Talk about your coverage across social media.


There is often a misconception that PR leads to instant and vast sales, that can be true on occasions, but its often the slow and steady build-up of brand awareness which you will see.

Tip. Make sure you have set up e-commerce tracking on Google Analytics. This will help decipher which channels or activities have worked and the impact that has had on sales.  It’a always good to take into consideration the data from before this activity has taken place so you can you can analyse before and after pictures.

Google Analytics & clients tend to analyse the “last click” / or the last touch point they have with a clientbut customers, on average, come across a brand 7 times before making a purchase – this can take even longer on big ticket items, like furniture.  Here’s a great infographic about last click attributions from Smartly:

 Last click attribution

For example, a customer may see you in a mag, check out your social media accounts, click on a Google ad, click on a display ad and then make a purchase.  In this case you would attribute the sale to the “last click” on the display ad, when the magazine actually drove the initial awareness. So when print coverage is also in the mix, always be open to look at the bigger picture, rather than the granular.

There are some ways around this on Google which I’ve outlined below, including the reports to review on Google Analytics:

   1.  Look at assisted conversions from referral and direct traffic.

   2. Number of brand searches – this demonstrates brand awareness

   3. Direct to site traffic – people coming directly to your website after e.g. reading about in a magazine

   4. Look for higher conversion rates in those coming straight to the site

We offer measurement and analytical insights as part of our PR packages, along with a customised dashboard to show the impact of our activity. If you’re interested in learning more about maximising and measuring your press coverage, please get in touch.