Case-study -

Event promotion and media relations for national design show and the eventís furniture, design, building, and kitchen / bath product exhibitors


Clients: Architectural Digest Home Design Show, Maple Ridge Custom Cabinetry, XO Kitchen Ventilation Systems by Eastern Marketing, SA Baxter Architectural Hardware, Linge Roset New York, Ligne Roset Miami, Sun Valley Bronze Goose Neck Faucet, Grothouse Lumber’s Cabinetry / Walnut Sinks, Heritage Metalworks Lighting, Ethan Allen, and many others.

Objective: Working with the management of the annual Architectural Digest Home Design Show to augment brand awareness for the event’s schedule and activities as well as numerous interior, design, building, furniture, and kitchen and bath product manufacturer exhibitors / speakers among architects, designers and consumers leading up to and during the event.

Results: Eberly & Collard Public Relations conceptualized and executed a creative “Sneak Peek” public / media relations campaign and article series to announce and generate interest for the event and many of its key exhibitors, sponsors and sponsors, inducing advanced exposure for show’s product displays and creating brand cognizance for them with attending designers / architects and the national consumer marketplace. A strategic collection and schedule of PR campaigns produced bylined pre-show “Sneak Peaks” of the products slated for exhibition, participating designer-speakers and panelists, and information regarding the event’s key philanthropic cause, DIFFA.

The content was submitted to all applicable editors, journalists and reporters, publishing via mainstream blogs, consumer magazine-based social media, and trade publications read by designers, architects and showroom owners- evoking product / brand awareness that led to improved booth foot traffic / sales orders from qualified design-based and specifier professionals, affluent consumers in attendance, and media members seeking interviews. Eberly & Collard Public Relations oriented the “Sneak Peek” program series upon the event’s advertisements, collateral and key message points, with the related content and copy planned, concepted, designed, and placed via tactical online forums, germane online and digital websites, and vital publications.

The Eberly & Collard Public Relations account team also planned and implemented a pre- and post-event contest whereas event participants, sponsors, attendees, and members of the media were able to vote for their “Sneak Peek” of choice, with a realized goal of increasing the event’s and exhibitors’ share of voice for both individual and collective marketing purposes. All design / building product manufacturers who partook in the “Sneak Peek” PR program benefitted from search engine optimized hyperlinks stemming from the digital media placements, and engaged in a higher frequency of attendance and interest among show-goers interested in placing product orders.



 
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