PR Interview with Kar Cheung, online marketing, MyVoucherCodes.co.uk
What services does the company provide?
www.MyVoucherCodes.co.uk is the UK’s most popular discount voucher code website. We help millions of people every week save money by highlighting great discount codes, printable vouchers and deals through our bespoke app.
What is the company’s ethos or philosophy?
Mark Pearson, our chairman and founder, always asks – ‘why pay more?’
Since the credit crunch, there has been a real shift in mentality in the UK. Where frugality was once frowned upon, it’s now just considered common sense to make sure you’re paying as little as possible for products or services, both online and on the high street.
What else has the company been involved in recently?
Our parent company Markco Media has recently launched a designer secret sales website, www.HushHush.com, so watching a business from formation to sales has been incredibly interesting.
About your work
How do you ensure the company gets the right coverage in the press?
We are constantly in touch with personal finance journalists and bloggers, ensuring they know about our best exclusive codes and deals as soon as they’re live. The site’s popularity and the fact it crosses into so many retail sectors allows us to put Mark and other members of the team forward to discuss topical events and discount/retail trends.
How do you balance the use of social media and traditional PR/marketing in your work?
We’re of the belief that brands shouldn’t be afraid to look for ROI from social media. The nature of our site – providing discounts – means that we can highlight a discount on Facebook or Twitter and if a user goes on to save money using that code, we earn commission. Our business model fits well with social media, especially because our community is always keen to share a really good discount. To that end, our more traditional media relations work rarely crosses over with our social media efforts.
Which areas of the press do you communicate with the most and which media outlets or journalists do you find you work with the most often?
Our PR approach is very wide. As mentioned, we provide deals and discounts for retailers that work across all sectors, so we have people in our PR team dedicated to contacting a selected number of these sectors about interesting trends, exclusive codes and more. If we had to state which were the most important, we’d say consumer/national pages and sites, especially those that link and broadcast.
What can you offer to journalists seeking a story on the company?
Our key product is already the provision of a discount, which means we immediately have something to give to journalists, but often, we’ll offer exclusive codes, working with target media to understand their audience and what sort of retailer discount they’d appreciate. Access to Mark, as a discount expert and somebody who’s been used regularly by the media since 2006, is also something we offer.
How do you build and maintain strong relationships with journalists?
By understanding when their deadlines are, what they’re after and what relationships they may have with competitors. After launching and becoming successful very quickly, MyVoucherCodes inspired a number of sites that found the barriers to launching were minimal, but we like to think our ability to negotiate the very best exclusive codes and discounts sets us apart.
The team are tweeting @MyVoucherCodes.