Client: HON Furniture
Service: Public Relations
Background
Kröme was tasked to promote The HON Company’s new state-of-the-art, ergonomically correct desk chair – the F3. The primary objective of this program - spanning just four months - was to generate major media hits for the F3 chair through high-profile consumer publications read by primary target and influencer groups. Additionally, Kröme was to capitalize on pull-through opportunities for all marketing tactics that would maximize ROI, as well as product and brand awareness.
Strategy
One of the most effective methods for quickly building brand awareness for the F3 chair was through high-circulated national newspaper and consumer magazines. Krome’s contacts with key editors provided excellent resources to position the F3 chair in articles specific to ergonomics, as well as HON’s commitment to manufacturing green office products.
Influencer marketing was also deemed critical in building the F3’s credibility among key target groups. Because ergonomics is such a key aspect of this chair, Kröme targeted chiropractors who could evangelize the health and wellness message about the F3. Krome would ultimately arrange an endorsement from The World Chiropractic Alliance (WCA).
Results
Through this program Krome secured product placements for the F3 that appeared twice in The Wall Street Journal, and Entrepreneur Magazine, achieving a total of more than 5 million reader impressions in less than four months' time with several more placements in the works. The WSJ feature reviewed the F3 as one of the most cost-effective and value added alternatives to the Herman Miller Aeron Chair.
Additional stories were also secured with the Associated Press and Inc. magazine.