Year: 2020

Top 4 Content Creation Resources

Clairemont InternBlog, Marketing, Professional Development, , , , , ,

The data is undeniable: content is still king.

Statistics show that 82 percent of consumers perceive a brand more positively after viewing custom content, 47 percent of consumers connect with three pieces of content before buying, and strategic blogging can boost website traffic by 300 percent. Need more? Online searches for “content marketing” have skyrocketed 400 percent in the last 10 years. 

Compelling content serves as the bedrock of successful marketing and PR campaigns. Whether a snappy social media post or a full brand narrative, inspiring storytelling holds the power to forge a connection that compels consumers into action.

Top 4 Clairemont Content Creation Resources

Here are four resources that will help you and your organization craft powerful and appealing copy. Warning: These tools will improve your marketing flair and finesse. 

3 Tips to Creating a Compelling Story

Whether a tweet, a blog or a presentation, leverage this problem + solution approach to weave captivating narratives that pack a punch.

6 Tips to Create Magnetic Content

Brainstorming your next blog doesn’t have to be a dreaded task. Utilize these steps to create powerful print pieces that become “must-reads” for your audience.

Boost Your Blog

You’ve written an eye-catching piece. Now what? Build your blog’s reach, spark engagement and generate more traffic to your website.

Mightier Messages

How can you guarantee that your marketing efforts aren’t falling flat? Here’s a sneak peek: sometimes less is more when orchestrating meaningful messages. 

Want more useful tips?
Explore the public relations section of our blog!


By Clairemont intern Anna Beth Adcock, a senior at NC State.

Read More

Client Wendell Falls Unveils Hero Home

Cherith AndesBlog, Case Studies, Real Estate PR, , , ,

We’re excited and honored when we have the opportunity to partner with incredible clients who give back to our community. And this is just such an occasion.

On Veterans Day 2020, client Wendell Falls gathered with its partners to honor a legacy – the legacy of SFC Elis A. Barreto who dedicated his life to his country, who served with courage and who made the ultimate sacrifice for his nation.

Wendell Falls, along with Garman Homes, the HBA of Raleigh-Wake County, the U.S. Veterans Corps and Operation: Coming Home, hosted a patriotic key ceremony to unveil a “Hero Home” to the family of SFC Barreto, who died in combat in September 2019. The first in Wendell, this Hero Home was given to Legna, SFC Barreto’s wife, and her children as a gift to honor his service. Fresh Paint by Garman, one of Wendell Falls’ award-winning builders, constructed the house on a homesite donated by Newland.

Called a Hero Home Finale, the key ceremony celebrated the life and accomplishments of SFC Barreto. The event featured patriotic songs from the Bombshells along with heart-felt comments from government officials, Garman, Newland, the HBA … and finally Legna herself.

Partners unveiled exciting gifts for Legna and her family, such as technology from Lenovo, a golf cart from Garman (for the Wendell Falls culture!), a refurbished car and even a special military-themed room for Legna’s two boys.

We were thrilled to share this heart-warming story with our community and the media. If you want to get a glimpse of the day in action, check out one of these stories!

Thank you to all who have served our country. We are deeply grateful for your investment and sacrifice.

*All photography credited to Bekah Morton Photography.

Read More

No Apologies: Authentic Brands

Clairemont InternBlog, Marketing, Public Relations, , , , ,

Today’s consumers are perceptive, able to keenly sniff out performative authenticity. Potential clients and consumers of a company seek to support cause-driven brands that align with their own values. According to an article by Entrepreneur, brands should cultivate consumer loyalty through originality, “find an angle that nobody has taken before, and develop an image and voice that are wholly your own.”

What original content do people want, anyway?

As the largest living adult generation with an estimated total spending of $1.4 trillion over the course of 2020, millennials make up a powerful part of the market. The youngest age group, Generation Z, has companies scrambling to secure its approval, since this generation’s buying power equals more than $140 billion. 

For millennials, here are a few important statistics to remember:

“Sixty-one percent of millennials are worried about the state of the world and feel personally responsible to make a difference.” – Huffington Post

“Eighty-four percent of millennials don’t trust traditional advertising.” –Hubspot

In addition, marketers should keep in mind that Generation Z is aware of obvious marketing pitches, wanting products that offer them an experience over a tangible item. Generation Z asks, “What experience will your product bring me?” According to an article by Mention, “Products are 25 percent of what you sell. The rest is an intangible feeling tied to the product.”

In the current marketing climate, consumers of all ages value brands that are socially responsible and authentic. Here are a few brands that have been originally and unapologetically authentic, earning the respect (and business) of their audiences. 

Burger King Shoutout

Burger King has been known to challenge the status quo with its advertisements, whether through humorous television commercials or with bold visual and verbal content. Burger King has perfected its brand voice to be cheeky, witty and unafraid of highlighting prevalent social happenings. Take a peek at a few of the ways Burger King “roasted” its competition with effective advertising. 

The latest Burger King ad went so far beyond blatant boldness that it didn’t initially seem to make sense. What was this advertisement? A big, detailed picture of a moldy, unappetizing BK burger, along with the caption, “The beauty of no artificial preservatives.” 

The message of this content was clear: Burger King’s burgers are made with fresh ingredients, so they get moldy if left out. Burger King’s global CMO, Fernando Machado, believes that in order to grab people’s attention, an ad needs to trigger an intense emotional response. During the recent EffWeek conference hosted by the Institute of Practitioners of Advertising, Machado said, “If you want to cut through the clutter and not rely on an insanely big budget, which most marketers don’t have, you need to do things that are bold and edgy and hit a nerve.”

This ad certainly hits a nerve. It avoids being labeled as a “typical ad,” and it promotes a certain idea of the type of food experience you’re getting by dining at Burger King. Check, check and double-check. 

Patagonia Shoutout

Patagonia is another example of a brand that is more concerned with the message and cause that it’s backing rather than focusing on the simple appeal of an aesthetic logo. 

While Patagonia loves raw advertisements using video content of real people using its gear to adventure in real life, one of its latest advertisements took an unapologetic social and political stand. 

Sewn into a style of shorts is the message, “Vote the Arseholes Out.” While not referring to any specific candidate, Patagonia is calling its consumers to vote out any candidate that rolls back environmental protection and does not actively attempt to control climate change. Patagonia’s European marketing director, Alex Weller says that making such an ambitious statement challenges the company to “rethink how it approaches business,” and shift its focus to being both sustainable and profitable. 

Patagonia has identified its company values, and its advertisements reflect this. The company’s goal isn’t to “fuel a superficial desire” for its products but rather to create intrigue about the effects of environmental impact through its brand voice. 

The best part?

People are taking notice.

Want to know how to make your brand bold and bodacious? We’ve got ideas. Shoot us an email!

By Clairemont intern Anna Beth Adcock, a senior at NC State.

Read More

How Brands Get the Ha-Has

Clairemont InternBlog, Marketing, Wonderfully Random, , , ,

The way to a consumer’s heart might just be through his or her funny bone. Using humor in marketing breaks down walls and showcases a brand’s one-of-a-kind personality. When it comes to captivating comedy, what brands have landed the laughs with their target audience?

All About Brand Awareness

The driving motivation behind advertising efforts is to generate brand awareness with memorable campaigns that ultimately drive sales, of course. While some might say doing business leaves little room for humor, integrating a splash of silliness is proven to foster meaningful connections between consumers and a brand. The use of comedy not only serves to build brand identity, but humor marketing also gives a brand its own personality and air of authenticity. 

Which Brands Have Struck Their Audience’s Funny Bone? 

When a brand successfully leverages comedy to resonate with an audience, people take notice. In 2010, Old Spice made a bold decision that saved its brand during the Superbowl commercial break. A men’s grooming products brand, Old Spice advertised to the female partners of the men that would be the purchasers of Old Spice products. The viral marketing campaign, “the man your man could smell like,” garnered 220,000 YouTube views in a matter of hours after launching. 

The marketing genius behind this madness?

Humor, audience engagement and tons of quality content. Old Spice invited social media users on various platforms to submit questions to ask the “Old Spice Man” that would go live in an ad. People loved it, and the ads garnered attention, excitement and interest without relatively low cost and effort. Positive exposure for a brand because of a man cracking cool comments in front of a shower? That’s the beauty of humor marketing. 

What other brands have successfully dabbled in comedy? 

State Farm’s beloved Jake from State Farm, the quirky, potty-humored ads from the Dollar Shave Club and Clorox’s jokes about situations where you might need a Clorox wipe are all fantastic examples of the potential of humor marketing. 

Sarcasm Status: Trending

Twitter has normalized a casual, sarcastic tone for its users, giving brands an opportunity to capitalize on a casual marketing medium while showcasing a different part of their brands’ voices and personas. 

Wendy’s has earned a reputation on Twitter for being sassy, sarcastic and downright hilarious. While Wendy’s television and print advertising tactics might blend in with any other fast food joint, Wendy’s Twitter account has earned the brand a whole new level of awareness. From Tweets like, “Hey @McDonald’s, roast us.” to sassy exchanges with the Burger King Twitter account, Wendy’s has amassed a huge following, all because of its form of humor. 

Wendy’s isn’t the only brand to recognize the beauty of Twitter’s casual essence. Moon Pie has perfected the art of offhand hilarity with its tweets. This strategy has worked so well for its brand recognition that people who don’t even eat Moon Pies still give them a follow, including me!

The Impact of Empathy

Especially amidst a pandemic, humor in marketing can both boost a brand and serve as a much needed breath of fresh air. According to an excerpt from a Marketing Week article, “There’s an old Vaudeville expression that laughter is the shortest distance between two people.”

One of the main goals of marketing is to connect with an audience and to empathize with them. Humor can accomplish this, bridging the gap between a brand and its audience. Author Andrew Tarvin once said, “Both humor and marketing are about communication … If you get a consumer to laugh, you get them to listen. If you get them to listen, you get them to learn, and ultimately act.” 

If a brand can make an emotional connection by mixing compassion and humor together, it will establish itself positively in the mind of its audience. Here are a few brands that have managed to create content that does just that. 

Want to know more about marketing methods? Look at our blog about the magic of memes!

By Clairemont intern Anna Beth Adcock, a senior at NC State.

Read More

Fabulous Furniture PR Campaigns

Cherith AndesBlog, Case Studies, Furniture PR, , , ,

Since opening our doors in 2010, Clairemont Communications has crafted award-winning PR campaigns in the furniture, design and home interior industry. From robust media coverage and social media strategy to show-stopping Furniture Market events, our team has brought furniture brands to the forefront. We help skyrocket visibility and increase sales … with a little panache and a lot of class.

Here are just a few head-turning campaigns we’ve launched!

Theodore Alexander & Charles, 9th Earl Spencer

A ROYAL MARKET AFFAIR

During fall 2018 High Point Furniture Market, furniture manufacturer Theodore Alexander partnered with Charles, 9th Earl Spencer – the brother of Princess Diana – to debut the newest masterpieces in Lord Spencer’s furniture collection. The unveiling event culminated with a fundraiser gala supporting Whole Child International, a nonprofit founded by Countess Karen Spencer. Theodore Alexander turned to Clairemont Communications to craft the royal affair.

Clairemont secured record news coverage across television, radio, print and national and industry publications. Along with staffing the interviews, we consulted on event logistics and vendors, assisted with details and advised on social media content and strategy. Our efforts boosted furniture sales and helped Whole Child International raise $78,000 to support orphanages across the globe.

INTERNATIONAL FURNITURE DEBUT

When Lord Spencer and Theodore Alexander decided to launch new pieces in Toronto, Canada, from their Althorp Living History, Clairemont spearheaded a media campaign to local, regional and national media, along with industry trades and lifestyle publications. We also provided social media counsel, delivered on-site support and assisted with event details, such as securing a royally approved photographer.

Clairemont helped execute what the Gallery believed to be one of its largest events. Clairemont landed top media coverage in leading lifestyle magazines, The Toronto Star and The Globe and Mail, and an exclusive feature story on CTV Your Morning, the country’s largest national television show.

DREXEL HERITAGE

Clairemont Communications was first selected by Drexel Heritage to help create the company’s new online presence, which included managing the creative direction for the overhaul of the website and the creation of a blog.

Clairemont also planned and executed a special Market event brimming with clout and creativity for Drexel Heritage’s new showroom at High Point Furniture Market. Festivities included a guest appearance by then-Senator Kay Hagan and the presentation of a chair named in her honor, a news conference and an interactive chalk wall for shelter magazine editors to put the final touches on the showroom. As a result, Clairemont secured wide-spread news coverage on Triad-area television stations, local print outlets and coveted furniture trade media. Clairemont received NCPRSA (North Carolina Chapter of Public Relations Society of America) InSpire Awards for Drexel’s website and blog, brochures and market news conference.

THOMASVILLE FURNITURE

Thomasville Furniture became a Clairemont client the week the agency opened its doors. Our work included new furniture collection launches, integrated communications, media relations, social media, new store openings, event management, product naming and a variety of copy writing projects.

As the strategy planners and day-to-day managers of Thomasville’s social media presence, Clairemont increased the company’s fan base by 344 percent in just a short period. Additionally, weekly interactions on its Facebook page spiked by 155 percent, vital engagement that fueled Thomasville’s purchase pipeline and boosted its visibility for Market events. For three years, this campaign was recognized by NCPRSA with Best in Category InSpire Awards, a Best in Show Award and Awards of Excellence.

Furnitureland South: The Design Network

Furnitureland South’s Jason Harris on the scene of “Space Off,” a design show that aired weekly on The Design Network.

Widely known as the top furniture destination in the Southeast, Furnitureland South launched The Design Network, the brand’s proprietary interior design show that debuted on its very own Time Warner Cable channel in North Carolina. For such a noteworthy milestone, Furnitureland South partnered with Clairemont Communications to skyrocket visibility and gain viewers for its TWC channel.

Clairemont devised a multi-prong media relations campaign targeting local media, trade media and design/industry influencers. Through creative pitches peppered with sneak peeks, behind the scenes tours and personal interviews, Clairemont secured top placements in Furnitureland South’s key outlets, including local papers, industry trade magazines and an influencer blog from New York City. These timely efforts boosted viewership and landed The Design Network on North Carolina’s must-watch list.

Other furniture and home interior clients

Clairemont spearheaded a social media and shelter media relations campaign for Lloyd Flanders, spotlighting this high-end outdoor furniture company’s up-and-coming lines.

Our team members have also worked with these home product and interior design clients:
– Darryl Carter (interior designer) for branding, media relations and social – media support
– Andrea Garrity (interior designer) for media relations support and branding consultation
– Hampton Products/Brinks Home Security for the launch of new interior hardware
– Schlage for media relations support

Clairemont team members have been speakers at WithIt (Women in the Home Industry Today) conferences and served on the industry advisory board of the College of Textiles at North Carolina State University.

Let us help you with your next project!

Drop Us a Line!

Read More