Tag: Interior Design

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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Our Favorite Clairemont Nooks

Tracy LathanBlog, Raleigh PR Agency, The Clairemont Team, , ,

A bar stool at a kitchen island. A decorative couch with a seahorse pillow. A rocking chair on a wrap-around porch. A pink heart-shaped ottoman.

When your office is a beautiful historic house that’s been expertly decorated, there is no shortage of places to sit. Our team members share the spots they gravitate toward when coming to work each day.

Dana: “I love our kitchen island. Have you ever noticed that when you throw a party, everyone ends up in the kitchen? It’s the same at The Clairemont House. The island is where we have team meetings, host guests for meetings over coffee, charge our phones and computers and indulge in treats from our favorite local restaurants. And working here often feels like a party in other ways, too.”

 

 

 

 

Cherith: “Sneak upstairs to the second-floor office (which, P.S., doubles as part of Clairemont’s cozy Airbnb suite.) Think warm, natural light, bold colors and oodles of open space for a ready dose of creative inspiration.”

 

 

 

 

 

Tracy: “The downstairs hallway, or “wall of fame,” is my choice. It’s the space where we display awards the agency has won and other recognition our team members have received. It’s a great reminder of the hard work our team has put in and how much we have accomplished.”

 

 

 

 

Nathan: “My favorite nook of the Clairemont house is the front porch. Hearing the breeze rustle the trees is incredibly relaxing, and it is quite serene to have all sorts of people and animals walk by while I work.”

 

 

Yasmine: “The Crank Room is my pick because it’s bright, warm and so cozy. And have you seen the pink, heart-shaped ottomans?”

Do you see your future favorite spot, either as a client or team member? Send us an email or stop on by and The Clairemont House to say hello.

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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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Trends Tuesday: COLOR!

Dana PhelpsBlog, Trends, , , , , 2 Comments on Trends Tuesday: COLOR!

Want to know the latest trends? Tune in on Trends Tuesday!

One of our favorite sources for fashion trends is InStyle Magazine, and this month’s issue has a step-by-step dressing-for-work guide with a story called 5 Ways to Wake Up Your Work Wardrobe! We couldn’t help notice how similar these trends are to the very ones we are seeing in our work with our home furnishings and interior design clients, so today is the first of a 5-part series that explores how these concepts can add some pizazz to your closet as well as throughout your home.

Anthropologie shoes!

Tip #1: Add in Color — The concept is easy to apply, especially if you wear mostly neutrals at the office: Select a boldly hued separate in a work-appropriate shape (such as a tailored skirt or cuffed trousers) and swap it into your usual ensemble. A vibrant shoe or bag does the trick too.

I think the words work-appropriate are key here. In the office, a little goes a long way. In addition to the examples in the article, here are a few colorful pieces that caught my eye while doing a little online browsing:

What are we seeing  with color trends in home fashions? Check out this post by Drexel Heritage (Clairemont client), Arrested by Color, that talks about intoxicating reds, not-your-granny’s green and  wild blue yonder to get an idea. And from what we saw in the Thomasville Furniture showroom (also a Clairemont client) at the spring and fall High Point Furniture Market, Thomasville already knows the secret behind mixing classic shapes with bright colors.

Thomasville’s homepage shows classic sofa shapes in bright colors.

Need more color inspiration? Go to the Kate Spade website where you can shop by color for Kate’s holiday gift guide and check out this video from the Kate Spade blog called Give Colorfully.

I for one have always been a big fan of color and lots of it. The resurgence of bright colors makes me happy and makes me want to repaint my entire house. How about you? Tickled pink to see brights back in the spotlight? Or feeling blue that neutrals are taking a backseat?

 

 

 

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Hey Chicago, Have a Seat (On Thomasville)

Dana PhelpsBlog, Clairemont Client News, , ,

Chicago is truly one of my favorite cities. As an Illinois native, maybe it is just in my blood. Maybe (and I’m dating myself here) the experience of being in Grant Park (in a tree no less — I’m short, remember) for the homecoming after the first Bulls championship forever bonded me. Maybe it’s just because I love Al’s Super Soaker.

Regardless, I wish I could be there Thursday evening for an interior design event that Thomasville (our client) is hosting at its new Lincoln Park store on Clybourn Avenue at 6 p.m. It will feature Thomasville’s fashion forecaster, Jana Burvikovs, who I met and instantly fell in love with at furniture market earlier this year.

You can tell Jana is a style maven with just a glance. She is also a sincerely kind person who is very passionate about interior design. If you can go Thursday, do it! You won’t be sorry. Here’s the invite.

The chance to win a free Thomasville chair is so secondary to the experience of meeting Jana and getting her design advice, that I almost forgot to mention it. Yes, the store will give-away a Thomasville chair. If you can go, please take some photos and/or video for me since I can’t be there!

 

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