Category: Blog

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

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!
Read More

WGU North Carolina Turns Three!

Kelli FletcherBlog, Case Studies, Clairemont Client News, , , ,

This month Clairemont client WGU North Carolina, an affiliate of Western Governors University, is celebrating its third anniversary. WGU, an accredited, competency-based, nonprofit online university, offers more than 60 undergraduate and graduate degrees. Since launching in 2017, WGU North Carolina’s enrollment has more than tripled to 3,900 active students spread throughout nearly all of North Carolina’s 100 counties.

To celebrate, Chancellor Catherine Truitt has announced the launch of the WGU North Carolina Three for Three Scholarships in which 10 residents will receive $3,000 each in tuition credit.

We’re proud of the work we do with WGU North Carolina as they aim to expand access to higher education across our state.

Below is the official announcement from WGU North Carolina.

Image courtesy of WGU

WGU North Carolina Announces $3,000 “Three for Three” Scholarships in Recognition of Third Anniversary

— Ten winners will each receive tuition credit of $3,000 —

On October 5, 2017, Western Governors University President Scott Pulsipher visited the North Carolina Legislative Building in Raleigh to officially launch WGU North Carolina as a state affiliate. The establishment of WGU North Carolina was previously authorized by the North Carolina General Assembly and Governor Pat McCrory in October 2015. In recognition of its third anniversary, Chancellor Catherine Truitt has announced the launch of the WGU North Carolina Three for Three Scholarships. Ten residents will receive $3,000 each in tuition credit (at $750 per six-month term, renewable for up to four terms).

Designed for working adults, WGU is an accredited, nonprofit online university offering more than 60 undergraduate and graduate degrees in IT, business, K-12 teacher education, and healthcare, including nursing. WGU offers an asynchronous, competency-based model that allows students to log in and access coursework at a time convenient for them, and to accelerate at their own pace. Tuition is around $3,250 per six-month term for most undergraduate degree programs.

Over the past three years, WGU North Carolina’s enrollment has more than tripled to 3,900 active students. School officials also shared the following statistics (as of September 2020):

  • 4,217 WGU graduates live in 97 of North Carolina’s 100 counties
  • Over the past three years, nearly $1.3 million in scholarships has been awarded to 606 recipients
  • 74% of students work full-time, and 10% work part-time
  • Students range in age from 17 to 75
  • 22% of students are from low-income families
  • One in five WGU North Carolina students is affiliated with the military community

“WGU North Carolina was established to expand access to higher education in our state, and at this time, an affordable degree in a high-demand field can provide individuals with the means to help their families weather tough economic times and eventually thrive when things return to normal,” said Chancellor Truitt. “Our Three for Three Scholarships will provide meaningful assistance to 10 individuals who are committed to furthering their education and their careers.”

To apply for the WGU North Carolina Three for Three Scholarships, you must be a resident of North Carolina. Scholarships will be awarded based on a candidate’s academic record, financial need, readiness for online study at WGU, and current competency, plus other considerations. The application deadline is December 31. To learn more about the WGU North Carolina Three for Three Scholarships or to apply, visit nc.wgu.edu/3for3.

For more information about WGU North Carolina, visit nc.wgu.edu.

About WGU North Carolina

WGU North Carolina is an online competency-based university established to expand access to higher education for North Carolina residents. The university offers more than 60 undergraduate and graduate degree programs in the fields of business, K-12 teacher education, information technology, and health professions, including nursing. Degrees are granted under the accreditation of Western Governors University, which is accredited through the Northwest Commission on Colleges and Universities (NWCCU). Driving innovation as the nation’s leading competency-based university, WGU has been recognized by the White House, state leaders, employers, and students as a model that works in postsecondary education. WGU has been named one of Fast Company’s Most Innovative Companies, and has been featured on NPR, NBC Nightly News, CNN, and in The New York Times. Learn more at nc.wgu.edu.

Interested in how we’ve helped other clients celebrate anniversary milestones? Read more here.

Read More

The Enneagram in Marketing

Clairemont InternBlog, PR People, Professional Development, , ,

What is the Enneagram?

Internal motivation is a tricky thing to comprehend. It inevitably seeps into how each person thinks, feels and acts. The Enneagram test has taken the world by storm over the past few years, using nine numbers to provide insight into our internal motivations. 

Each Enneagram number comes with its own complexities, stress points, growth spots and communication preferences. Every person has a way of understanding and adapting to the world; the Enneagram is just another tool to perceive our intricate personalities. 

Here is a quick, and by no means comprehensive, overview of each Enneagram number: 

Type Ones are purposeful perfectionists.

Type Twos are giving people-pleasers.

Type Threes are ambitious, competitive and driven.

Type Fours are emotional and expressive.

Type Fives are perceptive and creative.

Type Sixes are loyal and engaged.

Type Sevens are spontaneous, adventurous and scattered.

Type Eights are confident and confrontational.

Type Nines are receptive peacemakers. 

Business Sense With a Dash of Personality

Human connection is at the core of marketing and internal work atmospheres. Connecting with an audience drives campaigns, boosts sales and increases a company’s lasting impact. The Enneagram provides a new interpretation to “understanding the crowd,” helping leverage marketing tactics towards a specific audience.

How, you ask?

This image has an empty alt attribute; its file name is 3ftIvNo8FEtPzbVjoiSBAmGUbSYMI5KquQpYXLz3qjUEi3zk-bcc1FoL_zRm1tEl9LJFl5P384s3iCqD67jWw6bsZFkmrq4apbSaDZxW6VfPlZRalJEva-kA7Rna80IQV6zd49OT
  1. Enhancing Human Interaction

Not only does the Enneagram help us understand ourselves, it helps us better understand how we interact with others. While the Enneagram isn’t an all-encompassing descriptor of our personalities, it certainly helps us empathize and recognize others’ thought processes and motivators that might be different from our own. 

  1. New Marketing Tactics 

Every brand and organization has to identify and understand its target market: its language, behaviors, lifestyle, opinions and preferences. Creating a buyer persona is a creative way for marketers to keep consumers at the forefront of their marketing efforts. In short, a buyer persona is a detailed description of a hypothetical member of your target market. 

A recent study from Cintell on audience personas made the discovery that “companies that exceed lead and revenue goals were 2.2X more likely to have and document personas than companies that miss these targets.”

For example, if you’re selling a home security system, consider appealing to the safety-oriented aspect of the Enneagram six’s personality when creating your buyer persona rather than the carefree nature of the Enneagram seven. If your product or service is achievement-oriented, consider the competitive and ambitious aspects of the Enneagram three in your buyer persona. 

  1. Personal Personality Growth

Everyone loves learning more about themselves. As an Enneagram seven, I enjoy reading about how sevens are spontaneous, adventurous and fun. However, the Enneagram also provides a look into blind spots and stress points. When a seven is stressed, he or she becomes critical, avoidant of negative emotions and restless. 

Using the Enneagram to take an objective look at yourself, the good and the not-so-good, contributes to an increased sense of self-awareness. A stronger sense of self-awareness helps to maximize strengths and pinpoint areas that need improvement, fostering better teammates, leaders and marketers in the long run. 

Looking for more on marketing? We’ve got great tips for you — from Disney case studies to utilizing TikTok.

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

Read More

Primary Insights into Color Marketing

Clairemont InternBlog, Inspirational, Marketing, ,

Colors and marketing are complementary. They work together, bringing vivid visualizations to campaigns, persuading buying decisions and shaping consumer perceptions. The strategic use of hues and shades not only makes a business logo stylish, but it also communicates a clear message to your audience. 

When it comes to your brand’s image, what kind of picture are you painting?

The Psychology of Color in Marketing

People tend to associate certain colors with specific emotions, making color a valuable communications and marketing tool. For example, red conveys power, strength, hunger or love, while blue channels a calm, cool and collected vibe. Therefore, knowledge and application of the emotions that color can evoke are vital to any brand campaign or advertising endeavor. 

Recognizing that colors can communicate feelings, emotions and perceptions in relation to a brand is powerful knowledge.  

Painting Your Brand in a Positive Light

In the study titled Impact of Color on Marketing, analysts found that up to 90 percent of a brand’s first impressions are made on the basis of color. Potential consumers make snap judgments on colors and brands based on perceived appropriateness of the use of the color with a specific brand. In other words, consumers want to know: do these colors align with what this brand is selling?

What would Coca-Cola be without its uplifting and energetic red logo? Would anyone easily recognize a Tiffany’s package without its signature teal box and white ribbon? If McDonald’s made its golden arches green, how would it influence its brand image?

At Clairemont, we love the happy hues of pink, teal and light green. 

  • Pink showcases our imaginative campaign ideas and boundless creativity.  
  • Green highlights our desire for personal and professional growth along with our team’s positive energy, of course! 
  • Teal emphasizes Clairemont’s professionalism and reliability, and channels our signature “keeping calm under pressure” promise. 

As Coco Chanel says, “The best color in the whole world is the one that looks good on you.” As your organization crafts campaigns, brainstorms social media posts and launches advertisements, consider which colors “look good” on your business. How do they further your message and align with your brand’s mission?  

Brightening Audience Impact

When we use colors effectively, we not only catch our audience’s attention, but we also increase its memory, engagement and knowledge of our brand. 

Flashing back to 2000, Heinz took its classic red ketchup and made it green. This innovative “EZ Squirt Blastin’ Green Ketchup” sold more than 10 million bottles in its first seven months on the market. Changing a condiment color from red to green led to Heinz raking in about $23 million in sales that year, its highest revenue increase to date. Kids’ excitement over colorful ketchup led to orange, purple, teal, blue and pink joining the product lineup. While the hype for this wonderfully weird product ultimately died down, it was enough to garner attention to the Heinz Company and significantly boost sales while the product was popular.

Heinz hasn’t been the only company to recognize the power of color. When Apple introduced a stock of colorful iPhones, Macbooks and iPods, the simple shift of color in its product offering revitalized its brand and sales. Even Skittles’ long-running advertising slogan “Taste the Rainbow” is clear evidence of color’s influence in marketing campaigns. 

Curious for a deeper look into color and its impact on an audience? Give this guide a read!

Colorful Personalities

Your brand isn’t the only thing that can be explained and better understood using color theory. The True Colors Personality Test uses four colors — green, blue, orange and gold — to classify and describe an individual’s core traits and motivations. 

Using the method of color to understand values, self-perception and preferred methods of communication is an interesting tool that can be leveraged to improve self-awareness and communication with teammates and peers. 

Curious about your true color? Take the test here!

From personalities to branding, color possesses the power to make a positive impact. So don’t be afraid to get creative and scribble a little outside the lines.

Orange you glad you gave this a read? Give a few more of our bright ideas a skim in the Creative Challenge section of our blog!

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

Read More