- Authentic Furniture
To raise the brand profile of Derbyshire-based company Authentic Furniture across the Home Counties area and to create a national brand through a targeted media campaign, focusing on high-end national and regional newspapers and magazines.
Authentic Furniture is an online furniture company, with a showroom located in the Peak District. They are passionate about creating quality furniture that is handmade in Britain by a team of master craftsmen.
Their unique range of wooden furniture is made from entirely British reclaimed timbers, and their collection of expertly upholstered pieces use the finest British Velvet’s and lambswool. Every piece of furniture is designed to stand the test of time, and become family heirlooms of the future.
Following the recent launch of their Derbyshire showroom and a successful campaign to raise their profile in the local area, Authentic Furniture enlisted the support of Papillon PR to gain national brand recognition.
Strategy and tactics
Tasked with raising the profile of the fledgling furniture company to home-dwellers outside of the Derbyshire area with a limited budget, Papillon PR set about putting a PR strategy into place that would clearly communicate Authentic Furniture’s key messages and achieve maximum coverage through a carefully targeted media campaign.
Initially, time was spent identifying Authentic Furniture’s key messages, which would clearly communicate their unique selling points and ensure the correct messages were promoted. An extensive and accurate database of key media was created and maintained, based on readership, circulation, reputation, reach and distribution area.
Building relationships with key media, such as The Sunday Times, Daily Telegraph and popular home-interior magazines was an essential part of the process. National publications receive many requests for product placement and editorial coverage, however it was Papillon’s task to set Authentic Furniture apart from the rest. Strategies included:
- offering competition giveaways to establish first contact
- monitoring forward features
- seeking and answering journalist requests for information and images
- suggesting thought-provoking and helpful advice-led features
- communicating the USP’s we had established as part of the initial strategy.
After an extensive media campaign, Authentic Furniture appeared in several national newspapers, including the Sunday Times Style magazine, The Mail on Sunday and The Telegraphs Stella Magazine, through product placement, advice-led features and competitions. The total estimated reach for these publications was 2.5 million.
Product placement, features and published interviews also appeared in a number of key home-interior magazines including; House Beautiful, Real Homes, Country Homes & Interiors, and Ideal Home. A particular challenge was to appeal to Home Counties press, as a link was required between Authentic Furniture and the readership area. To surmount this, our strategy included area-specific case studies and thought-led pieces, with an emphasis on their online offering. A particularly successful double-page feature appeared in The Oxford Times’ Oxfordshire Limited Edition, bringing in a total AVE of £720 and reaching over 20,000 readers.
The advertising value equivalent of the exposure secured has been estimated at £102,445, which provides Authentic Furniture with a significant return on its investment with Papillon PR.
As a start up we were looking for a PR company that could help us build our brand locally, regionally and nationally to drive sales through all of our channels and it was vital that we chose the right partner. We design, make and retail a range of high end, British made furniture which requires a huge level of trust from our customers as they are making a large investment in a product that will be in their home for many years. Sarah, Katie and the team at Papillon PR understood this instantly and not only bought into our brand philosophy without any compromise, they have been a real driving force. Their input has already resulted in direct sales and they’re very much a part of our own team.