Tag: Furniture PR

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.

Let us help you with your next project!

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A “Royal” Furniture Affair

Cherith AndesBlog, Furniture PR, , , , , ,

With the royal wedding just around the bend, Clairemont is stacking its tea tray with scones for another noble occasion. We have the immense privilege of partnering with Theodore Alexander, one of the world’s leading furniture manufacturers, for a gala in Toronto featuring a furniture collection of “royal” proportions.

On May 23, 2018, Charles, 9th Earl Spencer will personally unveil the latest masterpieces in the Althorp Living History furniture collection. Designed in partnership with Theodore Alexander, this collection encapsulates reproductions from the Althorp Estate, the Spencer family’s ancestral mansion that housed 19 generations of British nobility, including Diana, Princess of Wales, Earl Spencer’s older sister.

Photo credit to the Althorp Estate.

Photo credit to Theodore Alexander.

Launched in 2004, the Althorp Living History Collection came to life under the artful craftsmanship of Theodore Alexander; artisans combed the 90-room Tudor mansion to select more than 300 pieces for inspiration from the 17th, 18th and 19th centuries. Theodore Alexander captured hand-tailored, old-world artistry to create historically rich pieces and imbue the 21st century home with royal elegance.

If you’re in Toronto in late May, don your best plumed hat and join the gala at the Kennedy Galleries to meet Lord Spencer in person.

If not, set up a time to join us in the Clairemont kitchen for a spot of tea and see how we can make your next event a “crowning” success!

Cover image courtesy of Althorp Estate and John Robertson.

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Let’s Eat Cake: Clairemont is Five!

Dana PhelpsBlog, Public Relations, Raleigh PR Agency, , , , , 1 Comment on Let’s Eat Cake: Clairemont is Five!

It seems like yesterday that I tacked Monty Hagler’s letter on my wall announcing that RLF Communications had hit that important milestone of five years in business. “Wow,” I thought, “What an accomplishment! I can’t wait to say that for Clairemont.”

When you start a company, you read all kinds of scary facts about the number of businesses that never make it to a fifth anniversary. Thankfully, the days where doubts crept in have been far outweighed by the days that my inner voice shouted, “Woohoo, we are doing this! It is really happening!”

So many things have been learned including the fact that when you start a PR agency, it is hard to determine “the” day that you become official. Was it the day we got the business license? Was it the day we signed a lease? (Buying The Clairemont House two years later trumps that, though!) Was it the day we got our first client? Because of this, we plan to celebrate all year. We’re kicking off the festivities starting today since it was five years ago today that I didn’t go to work somewhere else due to the fact that I had announced the day before that I was starting a new agency.

It was also on this day in 2010 that I first blogged as Clairemont’s CEO and promised, amongst other things, random dancing. We’ll mark this milestone by dancing for five minutes on the hour for five hours today on the Clairemont porch. If you are local, please join us. Otherwise, feel free to cut a rug from where you are, but we’ll only believe you if you send us a video we can post on our Facebook page.

We have some exciting things in the works for 2015 and our fifth anniversary. Five seems to be a magical number for us right now. Check back here for more on all that real soon. Love and hugs to everyone who has cheered us on as we’ve felt like the Little Engine That Could! xoxox –D

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The Houzz Rules

Cherith AndesBlog, Furniture PR, Raleigh PR Agency, Social Media + Influencer Engagement, , , ,

The recent revitalization in the design industry has proven to be both a blessing and a curse to the average consumer. Gone are the days when kitchen cabinets came in just white, espresso or cherry. From remodeling kitchens to reupholstering pillows, home design projects now involve a maze of style and color that can confound even the most determined homeowner.

For the consumer, Houzz offers a lifeline—and a free one at that. The online platform provides a searchable database of interior design and home remodeling images, professional portfolios, reviews, surveys and expert advice. This Pinterest/Angie’s List/Facebook mashup is a lifesaver for anyone searching for design-spiration on a budget.

But what about the contractor, architect or designer on the other end? Targeted toward those looking to renovate, Houzz is brimming with 16 million eager consumers—90 percent of which are homeowners who are actively seeking design products and services. In fact, Houzz’s “Find a Pro” feature allows users to search for a local specialist, and businesses simply can’t afford to ignore this burgeoning customer base.

Implement these “house rules,” best practices and business tips to put Houzz to work for your company.

1. Learn the Lingo

Ideabooks: A scrapbook for design ideas. Users create folders on their own Houzz accounts to collect inspiring photos arranged by theme (“kitchen cabinets,” “backyard patios,” “yellow baby rooms,” “beach house,” etc.). Ideabooks are the online version of clipping pictures from a magazine. You can “pin” these images from other ideabooks, upload photos directly from your computer or “pin” images from another website—a la Pinterest.
Projects: Similar to an ideabook but a “folder” of pictures that allows you to showcase stages of a particular project. A home builder, for example, might highlight the construction phases of a Santa Cruz-style bungalow, or an interior designer might post before and after snapshots of a kitchen remodeling project.

2. Explore the Landscape
Familiarize yourself with standard features on Houzz.

Likes and Comments: Much like Facebook, Houzz users can “like” and comment on favorite photos, discussion feeds, ideabooks and projects.
Search Capabilities: The Houzz platform provides a sophisticated index that allows users to search for products, local vendors, curated ideabooks and even discussion threads by keyword.

3. Create Your Space

Just like any viable marketing medium, your Houzz presence should capture your brand’s voice, highlight your expertise and advance your business goals. Now is the time to define your creative strategy. Decide how you’ll curate and arrange your ideabooks (i.e. by product, space, location, style, etc.) to best spotlight your specialties or distinctive skills. Create “project” folders that showcase your portfolio and build credibility. Develop a list of search terms, topics and partner designers for collaboration, commentary and conversation, and cross-promote your Houzz on other social media platforms.

Note that official professional profiles require additional business verification, such as a license number. So be prepared when creating your account.

4. Establish Your Expertise

Strengthen your brand visibility by building a portfolio of client recommendations and business partner referrals (don’t be afraid to ask!). Establish your expertise by providing tips and advice on discussion threads related to your brand. Offer suggestions, solve problems, answer questions promptly. By doing so, you’ll rise to the forefront as a Houzz go-to expert for home design needs.

What other “Houzz Rules” or tips would you add to the list?

 

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