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Burgundy Bespoke Jewellers founder Michael Dransfield was the perfect candidate for our signature personal branding programme.
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Burgundy Bespoke Jewellers founder Michael Dransfield was the perfect candidate for our signature personal branding programme.
Michael had found a niche as the come-to-you jeweller but without a physical shop front, Michael was struggling to get in front of his target market.
Michaels experience (40 years in the industry) and passion for helping men and women propose, inspired us to create a quirky and unique title to help him stand out. We came up with the ‘Ringman Wingman’ which was happily adopted by Michael and later on by the media.
We completely transformed Michaels online image. After auditing his digital footprint, we updated and refreshed all social media channels, changed the direction of the blog content to mens interest, away from Bridal topics (as we identified that stage was too late for those looking to propose) created new content and built a brand new custom WordPress site.
In addition to the image overhaul, we worked with Michael on a ring giveaway, which increased his following on social media and resulted in more than 700 written submissions from men (and some women ) wanting to pop the question.
After several months, we had positioned Michael AKA the Ringman Wingman for media attention and as a result of Michaels experience combined with the image overhaul, catchy title and ring giveaway, we were able to secure coverage in Australian GQ, his local newspaper The Courier Mail and other mens interest publications.
The articles positioned Michael as an expert and elevated his authority thus achieving the goal of becoming the go-to person in the industry for engagement rings.
We always recommend clients optimise the publicity we secure on their behalf and Michael is now working with a digital agency on a paid traffic strategy to continue building his visibility online.