Business goals are often quite specific and the path to achieving these goals can be quite complex, combining many different initiatives from sales to logistics to marketing to public relations. An integrated marketing approach is often the best way to achieve such specific and complex business goals. A strategic combination of several initiatives can satisfy different facets of your goals while working in conjunction with one another to achieve the overall objective. We’ve had a lot of experience with developing and executing integrated marketing campaigns and we strongly believe in their power. One great example is the marketing and public relations campaign we’ve been a part of for Carl Robinson Wallpaper.
Marketing and Public Relations: A Perfect Fit
Carl Robinson Wallpaper, a luxury brand of wallpaper, is impeccably crafted by Carl Robinson, a third generation designer. Inspired by Carl’s travels, years of experience and love of antique textiles, the papers go through a labor intensive creation process which incorporates unique materials such as cork, mylar and embroidery. While the brand is relatively well known in the United Kingdom, there is very little brand recognition in the United States. There lies the issue that drove Carl Robinson to decide they needed public relations and marketing assistance.
Starting with a strong focus on public relations, a press kit was designed to showcase one of his newest collections to high line, luxury design and décor publications. The press kit garnered fantastic feedback from editors but the domestic brand recognition was still in its infancy.
With this in mind, we chose to implement an integrated marketing and public relations campaign for 2013/2014. Reaching out to various luxury online and print publications with exclusives and press releases yielded many quality placements in Forbes Gift Guide, Upscale Living Magazine, Monaco Business Life, Stupid Dope, Born Rich, Good Rich Global, Lifestyles of South Florida Magazines, Riviera San Diego Magazine and Riviera Orange County Magazine.
Such fantastic media placement needed some additional promotion through marketing efforts. We created emails to showcase the amazing features and articles written on Carl’s designs to the sales team. In addition, we have begun to ramp up Carl’s social presence as it is a perfect outlet for sharing these press wins with the masses and really positioning the brand in the minds of the consumer. Posting Carl’s designs, his press features, popular installations and tidbits about the brand and the designer will really solidify what the brand represents and bring out the personal aspects of the brand.
Follow Carl on Facebook, Twitter and Pinterest!
In 2014, we have a lot planned to continue this symbiotic relationship between marketing and public relations: continued promotion to media outlets, execution of unique press events, blogging, uplifting their website and so much more. We are determined to show Carl’s incredible designs to the masses. They are truly exquisite and anyone who sees them loves them, rightfully so!
