Tag: Furniture Marketing

Furniture PR: GBS Rebrands as ProtectAll

Cherith AndesBlog, Furniture PR, Public Relations, , ,

We’re excited to partner with client GBS Enterprises as it embarks on a new company development. A 30+-year leader in the furniture protection services and healthy sleep bed product industry, GBS is rebranding to ProtectAll under the helm of new leadership as it expands its services.

We have to admit; we love the furniture industry and the many marketing campaigns we’ve been privileged to lead. Congratulations to GBS!

GBS Enterprises Rebrands as ProtectAll under New Leadership
– Long-standing Industry Executive Unveils New Vision, Welcomes New Execs and Chooses New Headquarters –

DALLAS, T.X. – January 14, 2021 – GBS Enterprises, a global provider furniture protection services and healthy sleep bed products, relaunched its 30+-year company under the name ProtectAll. Kevin Rupkey took the helm as the company’s CEO, joined by new industry leadership, as the headquarters have relocated from Deerfield Beach, Florida to Dallas, Texas.

“The new banner of ProtectAll ushers in an exciting era of growth, as we expand our product lines to include robust offerings beyond warranty and sleep products,” said Rupkey, ProtectAll, CEO. “The team’s rich expertise coupled with this expanded vision positions us to provide the highest quality, most innovative, customer-centric services and products in the industry.”

Rupkey, an insurance and warranty industry veteran, took the helm of ProtectAll as chief executive officer in August of 2020. Rupkey’s tenure entails c-level positions at cornerstone companies such as GE, Warrantech, Assurant Consumer Services, Home Buyers Resale Warranty Co., Bankers Warranty Group and Zale Life Insurance Co.

“ProtectAll is making significant investments in the company’s growth through personnel development, refreshed processes and new business lines,” Jeff McWey, former CEO and current executive chairman, ProtectAll. “Kevin is a great choice; his commitment to world-class customer service, and his fresh vision positions us to expand our footprint in the industry to better serve customers and partners across the globe.”

New executives also joined Rupkey at ProtectAll, bringing approximately 65 years of collective industry experience:

  • Bryan Myers, senior vice president of operations: Myers joined ProtectAll from Peloton Interactive, where he expanded extended warranty annual revenue from $13 million to $50 million, redesigned the programs and launched extended warranty programs in Canada, the United Kingdom and Germany.
  • Michele Gloeckler, vice president of sales: With approximately 20 years of warranty industry experience, Gloeckler touts a track record for obtaining and closing new business opportunities with Top 100 appliance and electronics retailers.

GBS Enterprises (aka: Genie B’s Specialties) was founded in 1988 as a specialty sheet producer to the trucking industry. GBS was one of the first companies to enter the mattress protection market, and in 2009, the company launched the ProtectAll brand — now one of the largest furniture warranty providers in the United States servicing Top 200 furniture retailers. In 2011, Jeff McWey took the lead as president and CEO, developed an expanded scope of products and services, and placed GBS on the international stage. In 2015, McWey launched Healthy Sleep to provide industry-leading healthy sleep products; the line remains a sister brand to ProtectAll today. McWey has taken the position of executive chairman at ProtectAll to support Rupkey in ProtectAll’s future growth.

ABOUT PROTECTALL

ProtectAll, a leading global provider of furniture protection services, provides the highest quality, most innovative, customer-centric services and products in the industry. Its core warranty services offer protection programs for indoor furniture, outdoor furniture, adjustable beds and area rugs. Sister brand Healthy Sleep offers premium mattress top-of-bed products, such as mattress and pillow protectors, mattress and pillow encasements, pillows, sheets and blankets. The company operates multiple facilities around the country, including its headquarters in Dallas, Texas, a distribution/call center in Reno, Nevada, and a large distribution center in Savannah, Georgia. For more information, please contact Claudia Ojeda at cojeda@gbsent.com, or visit www.myprotectall.com.

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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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A Rose By Any Other Name…Might not be as Marketable

Dana PhelpsBlog, Furniture PR, Public Relations, Starting a business, , , , ,

Last month I had the honor of guest blogging on Spin Sucks about the art of naming. Since then, Clairemont has named three furniture collections that debuted last week at furniture market, so we thought it would be appropriate to share the post in its entirety on our blog, too. We hope you will enjoy it as much as we enjoyed naming the new collections!

A sampling of the furniture we named that was introduced during fall market.

In a few weeks, I’ll experience my annual ritual of kicking off Fall Furniture market by walking into the showroom and checking out my client’s toenails as I greet her. Yes, her toenails.

My client and I share a love. A love of OPI Nail Lacquer. Take a fashionable color, add a fun, catchy name such as Kiss on the Chic, Gliterzland from the Swiss collection or the best-selling I’m Not Really a Waitress Red, and it goes from a hue we might select once at the nail salon to a bottle we’ll buy to use again and again.

If you’ve ever started a company, you had to name it. If you lead a company or are in marketing, public relations or advertising, you’ve likely been asked to help name a product or campaign. It might not be nail polish, but chances are you want your target audience to respond the way OPI fans do. How do you do that?

Too bad it isn’t as simple as comedian Mitch Hedberg portrayed it to be. “I want to get a job as someone who names kitchen appliances. Toaster, refrigerator, blender….all you do is say what it does and add ‘er’. Hey, what does that do? It keeps shit fresh. Well that’s a fresher….I’m going on break.”

Start with some inspiration. From Altoids to Zima by Evan Morris tells the story behind 125 well-known brands. Morris writes that once upon a time, naming a product was as simple as taking the manufacturer’s name and adding a product description, such as Smith’s Pure and Effective Cough Syrup. Nowadays, as Morris notes, companies often create new words for brands. Google started as “googol,” a word that the nine-year-old nephew of a mathematician made up to mean a “very, very large number, ten raised to the hundredth power.”

Continue reading “A Rose By Any Other Name…Might not be as Marketable”

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Dangerous Blogging

Dana PhelpsBlog, Furniture PR, , , , , 2 Comments on Dangerous Blogging

Certain client assignments are simply dangerous. And by dangerous I don’t mean the life threatening kind of danger. Take for example, when I was interviewing chefs to be featured on the Briar Chapel blog leading up to an Earth Day event. Well, I had to eat the food. At each restaurant. Each time I went there to set up the interview, do the interview, go back for an extra photo. Dangerous.

This week:credit card danger of epic proportions. Do you know what happens when you start messing around with decorating ideas, reading interior design blogs and flipping through the glossy pages of all the best home decorating magazines? That’s right, it starts with an inexpensive little throw pillow. The next thing you know you are knocking down walls, expanding the master and ripping up flooring. Cha-ching.

That’s the downside (if there really is one!) to doing furniture marketing and writing interior design blogs. On Tuesday, I wrote about Mother Nature as my favorite decorator in a post for Drexel Heritage about botanicals as an interior design trend. One of my favorite things in the Drexel Heritage showroom at Spring Market this year (now THAT is dangerous) is the sofa pictured in that post with the bird upholstery.

Today’s post for Drexel Heritage, still in the nature theme, focuses on flowers and floral designs. Personally, I do not feel that all florals are created equal and tend to like those that are more whimsical or vintage or just a different take. And so, I’ve fallen in love. I never knew I could love a wallpaper so much.

I love the one I mentioned in the post, and then once I published it, I kept looking on the Osborne & Little site. Somebody, stop me. I think I have to have this foxglove print. I just took a photo when I was in Asheville because I love these flowers so much and now look… I can have them 365 days of the year! And you know that means painting the trim which means replacing the carpet which means completely remodeling the upstairs!

Dangerous blogging. And I love it! What part of your job is dangerous but something you love doing?

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