Client: Emess Design Group
Service: Public Relations
Background
For more than 35 years, Emess has been a leader in the North American lighting industry and has maintained a long-standing reputation for on-trend designs, great value and exceptional quality through its Baldwin, Cresswell and ALSY brands.
In early 2006 Kröme partnered with Emess to support the company’s corporate revitalization and Good, Better, Best branding strategy.
Strategy
Through a comprehensive public relations program directed at the lighting industry and the home decorating consumer market, Krome employed strategic public relations tactics to cast Emess as the “go to source” for home lighting products. These tactics included vertical trade and consumer media relations, and capitalizing on new product placement opportunities in conjunction with the three major annual industry trade shows — High Point, Las Vegas and Dallas markets.
In addition to public relations services, Krome designed and implemented a trade advertising campaign and produced updated sales and marketing collateral consistent with Emess’ new brand image.
Results
Krome achieved consistent monthly trade coverage on new lighting products and company developments. Emess products appeared in leading home decorating publications and national newspapers, including USA Today. Total reader impressions over a nine-month span exceeded 6 million.