Author: Cherith Andes

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.

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Effective Socially Distanced Events

Cherith AndesBlog, Marketing, Public Relations, , ,

When the pandemic first hit, trade shows, conferences and networking soirees were slashed and canceled. And then, like any marketers worth their salt, teams quickly reimagined experiences to proffer a plethora of socially distanced and virtual events.

Now in late 2020, we’ve moved past the stage of tech requirements and logistics into a world of cinematic engagement and meaningful connection. Since user experience (UX) takes precedence more than ever, use these strategies to ensure your virtual/socially distanced events are leaving an impact and inspiring action.

Shake up the format.

If hosting a virtual meeting, it’s easy to go with good ‘ol Zoom. Webinars provide a strong medium for information dissemination abetted by Powerpoint and graphics. However, while effective, webinars can be downright boring, so ensure you’re orchestrating multiple live touch points throughout the experience.

Create an interactive two-way environment (or four-way, nine-way, 453-way, whatever is needed). The Institute of Internal Auditors, for example, peppered its virtual symposium with points of interaction that simulated an in-person conference. In addition to an agenda of presentations and Q&As, attendees could purchase items from a virtual bookstore or watch video ads during scheduled coffee breaks. Similarly, SAP hosted a virtual learning studio that provided learning exercises in a gamified, Jeopardy-style format.

Create connection conduits.

Key in on cornerstone engagement tactics that work in both virtual and socially distanced experiences.

PREWORK: Kickstart engagement before kickstarting the event. Send a survey to participants with questions, ensuring that they already have buy-in prior to that opening session. What keeps you up at night? What one learning are you looking to take with you? What does success look like in your role? Share the results and tailor the content to address the feedback.

ICEBREAKERS: People still connect with people. So create space, such as breakout rooms, for community builders. For smaller, more familiar groups, choose an easy, organic approach by posting a trivia fact and prompting attendees to identify the corresponding person.

Image from Icebreaker, an online event platform to connect groups through activities.

For larger events, networking tools can add the needed pizazz, such as Icebreaker, an online event platform that connects groups through activities and games, or Brella, which can pair attendees one-on-one for mentorship and networking.

BREAKS: Don’t let your planned pre-session or break time become dead space. Offer live entertainment (magicians? favorite bands? comedians?) as an opener or midway through a session when attendees experience visual fatigue. Offer a fitness challenge during the breaks or host a virtual scavenger hunt. (Winner gets good swag!)

SWAG: Speaking of goodies … leverage opportunities to host giveaways, rewarding those that participate in challenges, complete surveys or simply register for sessions. (Check out a candy bag of fun ideas here.)

INTERACTIVE SURVEYS: Utilize live polls to get real-time feedback, direct where presenters spend more time or get a pulse on the knowledge level and needs of your audience.

PLAYLISTS: Tailored tunes speak to the heart. Create a playlist of themed songs around your event, and share prior (via email, text or social media event) or as part of the event kick off. Clairemont crafted a playlist to celebrate the 2020 Women in Business Week. (Hey, any jams you would add?)

PARTY IN A BOX: This one is my favorite. Set the atmosphere by sending your participants a box o’ goodies prior to the event, from branded swag to costumes and snacks.

Clairemont clients are cranking out coolness.

Check out these Clairemont clients putting these best practices to best use!

ZOOM THROUGH THE PAGES: Carrie Knowles, author of 40+ years and 2014 Piedmont Laureate, hosts virtual book clubs and writing workshops. With her sweet spot of 12-15 attendees, Carrie fashions an interactive format with storytelling, open dialogue and real-time exercises. For her book clubs, she helps create the ambience of the book by encouraging attendees to order food and beverages that fit the theme of the novel.

Photo courtesy of Will Cooper and the Chatham Rabbits.

TUNES ON TIRES: Wendell Falls, one of the largest master-planned communities in the Triangle, keeps its residents connected through a bevy of socially distanced themes and events. Last month, Wendell Falls replaced its hallmark outdoor concerts with a traveling band. The Chatham Rabbits set up its band on a trailer and road tripped through neighborhoods, regaling porch-side guests with its storytelling and songs.

VINO AND VERBIAGE: Vita Vite, Raleigh’s acclaimed wine bar and art gallery, created a legacy of book clubs where friends gathered over a glass of wine to discuss their monthly read. VV owner Lindsay Rice concocted a special set up by welcoming her guests to BYOB (Bring Your Own Blankets) and join her on the spacious lawn outside her North Hills location. Groups could order a favorite wine/beer and cheese plate from the bar and “pod up” into self-made mini discussion groups on the lawn. Blanket + beverage + book = beloved good time.

Events are our specialty.

And we have an invitation for you.

  1. Borrow a few of our good ideas!
  2. Out of ideas? Email us to tap into our expertise!
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Harness the Magic of Memes

Cherith AndesBlog, Marketing, Social Media + Influencer Engagement, , , 1 Comment on Harness the Magic of Memes

A picture is worth a thousand words … but what about a meme?

To Bud Light, a meme is worth hiring a C-level employee. Recently Bud Light released a rather humorous call for applications on its website for a Chief Meme Officer (CMO).

“We at Bud Light have created the perfect hard seltzer. It’s five-times filtered, 100 calories, and comes in four delicious flavors. But we know a hard seltzer is only as good as its memes and, unfortunately, our memes are trash. We need someone who can change that for us; someone who can pull us out of the pits of cringe, someone who knows how to use the lasso thingy in Photoshop, someone like you. Please help us. Please.”

The remainder of the page sports downloadable brand assets, a brief job description and templates (in lieu of Photoshop). Even though it appears to be a part-time job at $5,000 per month, Bud Light is paving a smooth path for eligible applicants.

Memes: Social Media’s Darlings

While a meme traditionally consisted of an image paired with humorous or sarcastic text, it now includes a breadth of media types, from poems to remixed songs. Memes have a highly viral — albeit often short — lifespan, spreading like wildfire and yielding high engagement rates.

Why? Part of their efficacy might be due to social media’s algorithms. Many platforms, like Instagram and Facebook, give preference to visual media types and hence increase the visibility of memes.

However, the stronger pull stems from the content itself.

  • Memes feel approachable. Rather than the highly produced feel of ads, memes exude an air of authenticity with their home-made aesthetic. This quality especially appeals to Gen Z-ers, who resist the photoshopped and filtered products of the millennials.
  • Memes make the viewer feel “in the know.” Most memes riff off a cultural reference, ranging from a moment at the Oscars to an actor’s expression from a sitcom. Even though these are often widely known references, viewers feel privileged when they recognize the joke.
  • Memes prompt interaction. Memes are relatable. “We’ve all been there.” “I totally feel that.” “Ugh! Yes!” People often see themselves in a well-done meme, prompting them to like and tag friends who will also find the content humorous. And we know what happens to social media’s algorithm when interaction increases. (Visibility skyrockets — begetting a cycle of interaction and visibility … you get the picture.)
Meme combines famous actor with relatable experience of being on a Zoom call. Meme from NCSU_Memes.
  • Memes serve as a coping mechanism. Research also reveals that memes can also have a psychological benefit, helping viewers process crisis, trauma or challenges through humor.
Meme utilizes reference to the popular musical, Hamilton, while tapping into a common reaction to current events. Meme from AllIDoIsDisney.

How to Create and Use the Magic

  • Listen … socially. Memes are a product of social conversation, and in order to tap into a trend, you have to discover it first. Set up a system or leverage social listening tools (like Sprout, Meltwater, etc.) to spot a rising meme.
  • Crowdsource the research. If two heads are better than one … fill up the room with researchers! Set up a team by channel or topic to watch trends, brainstorm ideas and pitch ideas for incorporating memes into your content.
  • Stay on brand. This harkens back to the golden rule of marketing — knowing your audience’s demographic, psychographic and engagement patterns. Ensure that memes will resonate with your audience. (For example, a “Cheers” meme may not hit home with Gen Z generation.)
  • Act fast and use wisely. Memes are a flash in the pan. Don’t wait weeks — or even days — to vet and tinker. Conversely, use memes sparingly, like spice in cooking, and allow room for your brand’s original posts and engagement drivers.

We love a good meme. And as much as we love sharing them, we love creating them even more.

How can we help you boost your social media strategy?

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Real Estate Trends & Your Marketing

Cherith AndesBlog, Raleigh PR Agency, Real Estate PR, , , ,

This year’s shift in social norms has shaped real estate growth, from the role of the home in daily life to how we think about retail developments. Nothing has remained untouched, and today’s fledgling trends will dictate next year’s trajectory.

We connected with industry leaders to get a peek at what’s ahead for real estate — and how it impacts your marketing and PR efforts.

Commercial Real Estate
Driven by Connection and Experience

While health and safety remain a preeminent concern, buyers still crave the connection of in-person interactions. Yes, the uptick in virtual offerings amidst COVID now affords people access to new activities – like a zoo tour online. But real estate leaders are seeing that there is no substitute for personal experiences.

Jim McMillan, principal at Edinburgh Development, underscored the importance of creating an “Amazon-proof” product — an experience people can’t buy online.

“We’re seeing that people still want to get out and see other people, even if from a safe distance,” said Jim. “So we concentrate on crafting experiential, service-related destinations with a hefty dose of outdoor options and open space.”

For example, Jim’s team is developing Treelight Square, the dining and retail district at Wendell Falls, a Clairemont client. Jim’s team is incorporating elements such as a rotating mural station featuring local artists. Outdoor dining takes precedence, as does more expansive walkways and trail-esque systems.

Image Credit: Finley Design Architecture and Interiors

Jodi Leidolf, project director with Montgomery Development, has been helping to reimagine commercial construction in response to COVID. Retail bays now entail more floorpan flexibility, allowing features like walk-up windows and extended personal space for customers. Rather than ditching community activities, like the arts, commercial developers are creating outdoor cinemas to anchor mixed-use spaces.

And surprising tech is evolving to mimic human interaction. How might you feel about a hologram attendant taking your tickets for the outdoor concert? “People crave the efficiency, walkability and the energy that connection provides,” said Jodi.

“The Triangle market is an institutional market now, with big developers from all over the country coming here to develop,” said Lee Norris of Greymont Development. “The predominant view is that it takes 18 months for a commercial project to be entitled and ready to go. Many people hope that 18 months from now COVID might have abated or have a vaccine, so development is not slowing.”

Office Space
Reimagining Cubical Life

As companies have instituted work-from-home policies, office space development has slowed — especially for projects in the early phases. But this isn’t a permanent halt. According to Garretson Browne, a project manager in real estate development, office spaces are evolving but alive.

“Things are still largely optimistic in real estate development,” said Garretson. “Office space construction might look different for awhile, but ultimately, companies still benefit from offices since it showcases their culture — something that isn’t the same from home.”

Office space developers are focusing on healthy-living features, like HVAC and mechanical systems that reduce microbial exposure and increase fresh air circulation. Touch-less elevators are becoming a mainstay. Office furniture manufacturers are exploring refined cubicles with options like closing glass doors and dividers. While construction has slowed in the arena, Garretson believes that we haven’t seen the last of office or co-working development.

Residential Real Estate
Flexible, Efficient and Connected

Residential real estate seems to be the bright spot in today’s industry.

With an emphasis on the home, buyers are evaluating their spaces, craving flexible houses that accommodate office life, school life and home life. Many are reconsidering their current homes and finding them coming up short. Bolstered by low mortgage rates, the market is witnessing a rise in new home sales — much of which is in suburban master-planned communities.

Image Credit: Wendell Falls by Newland

Wendell Falls, one of the largest master-planned communities in the Triangle and a Clairemont client, is exceeding sales goals and witnessing a banner year in growth. Buyers are craving more nooks and crannies rather than the previously popular open floor plans. Closets are evolving into podcast studios or video conference rooms. Patios and porches afford people neighborly interaction from a safe distance — all of which Wendell Falls provides.

Outdoor amenities are key selling points as well. Trails, spacious parks with fresh air and shade, and pools afford residents opportunities for fitness and connection. Wendell Falls, for example, touts an outdoor fit pod along with a bevy of parks and miles of trails.

Mike Scisciani, regional vice president of operations at Landeavor, noted the importance of digital marketing, social media marketing, online concierges and virtual tours in lieu of foot traffic.

“Teams have to be more creative to showcase the lifestyle component of master-planned communities in a time when people won’t necessarily come on-site,” said Mike. “Pictures, videos, virtual tours and thoughtful and constant contact have become cornerstone marketing tactics.”

What does this mean for marketing?

A lot. Something that isn’t going away is the critical importance of connectivity. While it might look different than on-site events, buyers still need to experience the lifestyle of a community or retail center. Creative virtual reality experiences, new uses of drone footage and hologram concierges are just a few applications for digital media to bridge this gap. Now more than ever, prospective buyers expect real-time digital support and easy access to 360-degree immersive tours.

In addition, real estate teams should showcase their project’s health and safety features to build peace of mind with potential clients. Hone ways to share the lifestyle elements of your residential or commercial development through retail spotlights, online events or interactive video community events. And above all, remain flexible and supportive with your customer in mind.

At Clairemont Communications, we craft creative, effective marketing and PR campaigns that make a difference for real estate clients.

Drop us a line to discuss opportunities for your company!

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Use LinkedIn Company Pages for Growth

Cherith AndesBlog, Professional Development, Social Media + Influencer Engagement, , , ,

During our current work-from-home culture, online connections have become a vital lifeline for business growth — especially on platforms like LinkedIn. LinkedIn provides a hub for conversation, idea sharing and community in a time when in-person events are not always possible.

More than ever, now is the time for businesses to leverage their LinkedIn Company Pages to cultivate connections and foster business growth.

Why LinkedIn for Business Development?

The stats are quite compelling.

  • LinkedIn has 675 million users and gains two new members each second.
  • 63 million users are in decision-making positions, and 90 million are senior-level influencers.
  • LinkedIn is the top channel B2B marketers use to distribute content.
  • LinkedIn has 17 million opinion leaders and 10 million C-level executives.
  • Users are seeking professional and industry connections. Professional content gets 15 times more impressions than job postings.
  • More than 50 percent of all social traffic to B2B websites and blogs comes from LinkedIn.

In short, LinkedIn is a hotbed for industry connections and partners, especially those in decision-making roles.

Naturally, your LinkedIn Company Page serves as a springboard to showcase what you do, who you do it for and the results you get. It makes sense that you should maximize this channel to grow and connect with your target audience.

Grow Your Audience

Beyond organic growth, you can leverage LinkedIn’s features to cultivate and build your audience. First, invite your own connections to follow your LinkedIn company page through the Invite Connections feature. You can invite up to 50 people each day, an easy and effective way to remind your contacts where you work and what you do.

Invite your employee base to follow the page through company emails, direct messages and personal asks. Alert your employees to your most important posts through the Notify Employees of Updates functionality at least once a week. This increases engagement, triggers LinkedIn’s content algorithm and in turn surfaces your post to the top of the newsfeed for further engagement.

Host Virtual Events

One of LinkedIn’s newer features allows you to host virtual events, such as networking and sales/marketing seminars as well as webinars and e-trainings. Event organizers and attendees can send invitations to connections, and much like Facebook, you can monitor the details and converse on the event’s newsfeed. Host trainings, free seminars and virtual coffee chats in lieu of those you might have done in person.

Create Connect-Worthy Content

Maximizing your page’s newsfeed to foster connection requires a blend of traditional marketing knowledge and real-time flexibility.

1. Know Your Audience. Nothing has changed with this ground rule. To explore your page’s follower demographics, leverage LinkedIn’s Follower analytics tool that provides a breakdown by location, job function, seniority, industry and company size. Competitor audits can also provide helpful insights into content that has performed well for companies in a similar industry space.

2. Identity Your Audience’s Top Needs. In 2020’s shifting landscape, change seems to be the only constant. Use this time to provide support for your audience and offer generous, authentic solutions in any way you possibly can. Offer resources that are highly educational but low-pressure for the consumer, like free e-books, instructional videos and webinars. More than usual, prove your value and position yourself as a go-to resource, which can pay off later.

3. Pinpoint Content That Builds Your List. For higher engagement, aim to showcase visual media, such as photos and videos. According to LinkedIn itself, videos get five times more engagement, and native LinkedIn video entails an added bonus as they autoplay in members’ newsfeeds.

Things to share? Company news, staff spotlights, behind-the-scenes peeks, how-to videos or product launches. You can also link to your e-books online and prompt followers to provide an email address prior to downloading, adding subscribers to your newsletter list. Check out additional tips to maximize LinkedIn’s content algorithm.

4. Make It Manageable. Create a sustainable content calendar and utilize scheduling tools, such as Hootsuite, Sprout or Sprinklr. This will minimize the last-minute content crunch and posting fatigue. It also allows you to ensure a strong mix of high-performing content and media types.

5. Follow Up. If you see the same followers engaging with your posts, drop them a line to begin a personal conversation. Forge warmer connections by asking to learn more about what they do and what their most pressing needs are in the industry. This jumpstarts the conversation for future collaborations. In addition, you can create a rotating panel of brand ambassadors to discuss industry trends and foster relationships for future partnerships.

With its continuing evolution, LinkedIn is still leading the pack as one of our strongest virtual networking tools. Don’t miss out on these gains!

Learn how to strengthen
your personal LinkedIn presence!

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