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Monday February 4 2019 THE NATIONAL MOTORCYCLE MUSEUM, BIRMINGHAM
PAM BALLONEOwner of PBM Marketing and Public Relations at Worcester in Worcestershire On the Road
independent cookshop Cookmate on Broad Street in the centre of Worcester]. The latter half of 2018 also saw the company add
a further service: social media/product videos. The resulting videos stimulate, educate and encourage purchases. The first videos have gained excellent interaction and raised the client’s profile. Our product offers shareable light-hearted videos that entertain and showcase product benefits that encourage viewers to buy. Our depth of knowledge in all things housewares and nutrition makes us unique.
What’s your background? Many years ago, I graduated with a food marketing sciences degree and started my career in FMCG [Fast Moving Consumer Goods] marketing with Cadbury and Fox’s Biscuits. A move to Worcester opened an opportunity in textiles marketing and soon after, I started my business in 1997.
Tell us a bit about PBM Marketing and Public Relations. The strategy is simply to offer marketing and public relations (PR) services to companies that require expertise for short or long-term projects. The first commission (and one that lasted 12
years) was with Royal Worcester, where I was instrumental in the development of its visitor centre. I then won the contract for the consumer PR and advertising launch of Jamie Oliver ceramics, which led to becoming the company’s ongoing PR and advertising consultant. PR became the mainstay of the business, with social media and marketing becoming more significant in recent years. 2018 saw a major change in the company as I
took on two new contracts: the marketing and PR of the co-located London trade shows Exclusively Housewares and Exclusively Electrical, and the launch and ongoing marketing of Cookmate Cookery School [which is housed above
Which housewares brands do you represent? I worked with Royal Worcester for 12 years, alongside Premier Housewares, Mastrad, Haus, Gilberts Food Equipment and Vacu Vin. I’m currently working with Horwood, Wesco and ICTC.
How do you spend a typical day? Are they ever typical? In my PR role, I’m constantly progressing features with the consumer and trade press to gain brand and product awareness, interest and loyalty. In my Exclusively Shows role, I manage the
website and production of the Shows’ publications, and communicate relevant information to the trade press, visitors and exhibitors to ensure the Shows’ success. With the cookery school, I develop and manage the website, classes and bespoke events.
What’s keeping you busy? Behind the scenes, I’m developing the Exclusively Shows website and talking to new and existing partners about new and bigger initiatives. On the PR side, I’m busy planning activity for 2019 as product launches are unveiled.
What’s the best aspect of your job? Variety - there’s certainly never a dull moment.
What car do you drive? My pride and joy is a classic Fiat 500 but for day-to- day driving, I have a modern Fiat 500.
What do you do outside work? I cycle, walk, bake and craft - and I love a challenge. Last year my friends and I completed the 100km Women V Cancer Ride The Night charity cycle for Cancer Research and in 2017 we took part in Race The Sun for Action Medical Research: a day which included cycling, walking and rowing. This year I’m trying salsa!
Pam with Richard Watts, consumer media consultant for the Exclusively Shows, in the event’s dedicated Brand Showcase area
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housewareslive.net
What’s the biggest issue facing the housewares industry? Currently, uncertainty over Brexit will put a squeeze on consumer spend.
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HousewaresLive.net
A screenshot from a 60-second social media video created for housewares supplier Horwood showing consumers how to make Spooky Sausage Fingers (sausage rolls) and Cauldrons of Blood (tomato) sauce using Judge cookware
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twitter.com/Housewaresnews January/February 2019
Pam with celebrity chef James Martin at Spring Fair 2018
What are the biggest challenges facing housewares retailers? The high street is changing; consumers want to be entertained. I think there is a need to offer some ‘magic’ such as hands-on experiences and live demonstrations, relevant to the season or latest food trend, to attract consumers in-store.
What are the biggest challenges facing housewares suppliers? There’s nothing better than touching and feeling the quality of the product but consumers are increasingly opting to buy online, with their purchase decisions often based on reviews and star ratings. The actual product is very hard to comprehend. A picture can tell 1,000 words but it can also hide a poor quality product.
• Pam’s contact details are: Tel: 01905 429343 Mobile: 07946 632420 Email:
pam@ballone.co.uk Tw: @PBMPRMarketing Website:
www.ballone.co.uk
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