Consumers are no longer merely interested in purchasing products to fulfill what they want. In this modern era of transparency, they seek connections with brands that understand them and their inherent needs. The brands that truly grasp the importance of going beyond a supply-and-demand mentality are the ones that create and maintain ongoing relationships with targeted audiences, ultimately, engaging with customers above and beyond sales alone.
The owners of KingsHaven founded their international lighting and furniture brand with this branding concept at the forefront of their business.
When the company was formed, the owners knew introducing and marketing a new brand of lighting, furniture and accessories would be a tall order. Their objective was to retain the services of an agency that specializes in Consumer Product Marketing, one with an impressive reputation in the Lighting and Furnishings Industries and Specifiers sector.
Eberly & Collard Public Relations was invited to serve, and we jumped at the exciting call to action.
The branding team with Eberly & Collard Public Relations (ECPR) began with an intensive profile appraisal of the budding brand, involving a series of roundtables as part of our proprietary Research and Discovery assessment. Side by side with our new clients, we undertook the task of exploring all facets of mapping for the new brand.
Knowing the lighting category is one of the most competitive markets in which to launch new brands and product lines, ECPR unearthed valuable insight through a SWOT analysis about the new brand’s essence and offer. A Consumer Product Introduction strategy was brainstormed and written to account for one-year goals, alongside future-years’ goals and objectives.
Campaigns were conceptualized with market-savvy promotional and publicity action items focused upon a national brand launch. This led to integrated marketing being quickly dissected into 5 core areas of deployment for unveiling the new brand, and the results soon shed light upon why and how KingsHaven is the go-to lighting resource in North America, and beyond.
Due to the flooded lighting market, light fixture options abound for consumers. Many lesser-quality lights can steal market share and share of voice, but the reality of lighting is that you get what you pay for. Our solution for our client’s brand and product launch was rooted in two simple facts: The brand’s products are handmade of the highest-quality materials by skilled artisans, and they are entirely unique.
Making sure consumers from coast to coast, and across the pond, were fully aware of these facts involved meticulously planned Integrated Marketing, and this is where it got fun.