Case Study: Chiarabella Gallery

The international owners of Bravat, a leading European kitchen and bath products brand, and Rational, one of the world’s most prestigious kitchen and cabinetry systems manufacturers, decided to introduce the two brands in the United States market. While Bravat and Rational were household names in Europe and other continents, they were relatively unknown in the U.S.

With the highly competitive American market of kitchen and bath brands, product offers and design showrooms top of mind, the company’s leadership team said they knew Eberly & Collard Public Relations’ reputation as the # 1 kitchen and bath marketing agency in the country.

So, they presented their objective to us of building immediate brand awareness and trust among consumers as well as professionals in the fields of architecture, building, design, renovation and real estate development.

Eberly & Collard Public Relations’ kitchen and bath product marketing leads provided an expedited yet in-depth Research & Discovery process to uncover needed strategies and conceptualize a solid go-to-market program plan. Bravat and Rational ownership quickly found our creative approach to outshine other agency’s plans they had considered.

Thus, our firm was fully engaged as the United States kitchen and bath marketing agency to execute a comprehensive launch and brand-growth program, spanning unparalleled digital marketing promotions and public relations activations.

Unifying and Establishing National Brand Credibility

By assessing the two European product manufacturers’ products and collections, our team helped conceptualize The Chiarabella Gallery as the new brand canopy to strategically unify and clearly launch the subsidiary brands under one clear auspice. By doing so, both brand’s individual unique selling propositions could be marketed individually when necessary and collectively with synergistic share of voice and campaigns.

From soup to nuts, we created brand resources, guides and assets across the spectrum of concepts to collateral and from print to digital tools. Marketing strategies for kitchen and bath branding included event planning, public relations, digital marketing, influencer marketing, social media, and advertising to satisfy both short-term and long-term goals – all of which was strategically launched with top-level Meta Ads for kitchen and bath products and Google advertising to promote a new kitchen and bath brand.

From the start, we also generated a mindful system of carefully monitoring and adjusting marketing deployments based upon key performance indicators (KPIs) and return on investment (ROI).

How we got there:

– Branding and Messaging: As a dedicated kitchen and bath branding agency, the Eberly & Collard Public Relations team developed a brand-new Chiarabella narrative, encompassing necessary brand prerequisites from both Bravat and Rational. Working side-by-side with the talented Chiarabella CMO, our brand team conceptualized, wrote, created, and rolled out an extensive cadence of kitchen and bath branding, brand guides, messaging soundbites and language to clearly and comprehensively position the company and its offerings with a “necessary and refined luxury” theme for targeting trade and consumer audiences.

– Strategic Media Partnerships: To address the important fast timetable for the United States launch and the company’s first showroom’s opening, we utilized our relationships with select, tactical media outlets to achieve editorial placements and implement advertising campaigns. For regional visibility, we partnered with top-tier interior design and architecture focused publications within a 5-state radius. From a national perspective, we introduced the European brands and new primary brand to Kitchen & Bath Business magazine, Architectural Digest magazine, Forbes, and others. These efforts gleaned select editor showroom tours, media-sponsored events, earned and sponsored content, and ad promotions across a well-planned and specific range of outlets.

– Strategic Co-Brand Partnerships and Events: We collaborated with Chiarabella, Bravat and Rational leadership to facilitate alliances and partnerships and strategic kitchen and bath showroom events with numerous other regional and national luxury brands to gain advantageous co-branding results. This included everything from co-branded narrative and image content with other luxury lifestyle brands like Maserati cars, Miami Circle Design District, Jeffrey Bruce Baker Designs and others.

– Kitchen and Bath Showroom Launch Marketing: Our team geared up with a list rife with design showroom launch ideas and then planned and executed them. This involved integrated marketing campaigns, targeted branding consultation, influencer marketing initiatives, strategic media partnerships, and comprehensive digital advertising across Meta and Google platforms, effectively engaging affluent consumers and influential trade professionals. Experiential marketing for kitchen and bath showrooms was managed to create interactive opportunities for consumers and industry professionals to engage with the brands and products.

– Digital Marketing, Meta Ads, Google Ads and SEO: By pairing dynamic social media management, robust SEO-driven content marketing, blogging with vetted kitchen and bath SEO long- and shorttail keywords, Google Display and Search advertising, kitchen and bath Meta Ads with multiple Ad Sets, Geo-targeting, and tailored email outreach through HubSpot and other platforms, we maximized brand and showroom launch initiatives, event attendance and positioned Chiarabella as a trusted luxury brand, achieving substantial increases in website traffic, showroom traffic, email open rates, brand visibility, and qualified leads.

– Social Media: Managing robust kitchen and bath social media marketing calendars, accounts and engagements – combined with highly creative and paid advertising campaigns managed daily on Meta – we effectively drove website conversions and increased local showroom visits. Our video production team conceptualized, produced and edited a series of brand and product videos and applied them to organic and paid social media, among other applications.

– Influencer Marketing: The Eberly & Collard Public Relations kitchen and bath influencer marketing staff executed regional kitchen and bath influencer agreements and campaigns with targeted large-scale, macro- and micro-influencers to authentically showcase the brands, collections and products, gaining third-party endorsements from well-known and admired architects, interior designers, builders, and others. Organizing and co-hosting in-showroom tours and photo shoots for influencers to create engaging content, providing each influencer with a “messaging and links guide” to ensure key brand points and tracking links were used, and generating kitchen and bath website traffic via UTM-tracked links for measurable impact were constant occurrences.

– Public Relations: Our kitchen and bath PR firm also delivered strategic event planning, marketing support and industry networking opportunities, leveraging industry associations like NKBA, ASID, and The Path Foundation for increased brand credibility, exposure and connections with consumers for e-commerce and reaching kitchen and bath industry product specifiers.

– Email Marketing and CRM Systems: Effective kitchen and bath email marketing services, using segmented HubSpot and other campaigns to engage trade professionals and ensure strong showroom launch attendance and visits were conceptualized, designed, created and distributed. Tracking kitchen and bath email campaign open rates and email campaign deliverability was an ongoing activity, along with creative, copywriting and analytics management to address and communicate critical messaging objectives.