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Case Studies / Seabrook
Seabrook Wallcoverings Gains National Media Exposure
THE SITUATION
Seabrook Wallcoverings, Inc., headquartered in Memphis, Tennessee, the largest independent wallcoverings distributor in the United States, sought assistance in achieving brand recognition for its product lines. At one time, brand names of the competition, such as Waverly and Schumacher, were well known to consumers and designers, yet the Seabrook Designs brand was relatively unknown.
THE SOLUTION
Based on Thompson & Berry's advice, Seabrook began utilizing public relations as one of its most effective communications strategies toward achieving increased brand awareness and visibility for the Seabrook product line. Trade and consumer audiences were targeted through the editorial component of national magazines and newspapers, in an attempt to achieve pull-through at retailers. The firm established relationships with both industry-related and consumer editors, developed and maintained a database of national publications for frequent product releases, conducted annual media tours to introduce new products, and successfully positioned Seabrook as a quotable source for interior design expertise.
THE RESULT
Throughout the past decade, Seabrook's public relations program has elevated the company from the status of an unknown distributor to that of a reputable company. Each year more than 159 million consumers are exposed to the company's product lines via third-party, unbiased editorial means. Product placements are measured on a consistent basis, and yielded an advertising-equivalency value of more than $4 million in 1999.
