When leading furniture manufacturer KI needed a way to build buzz and excitement among architects and interior designers at the contract furniture industry’s largest tradeshow—the NeoCon World’s Trade Fair—it collaborated with integrated marketing communications partner Eric Mower and Associates for one of the most successful showings in the company’s history.
“NeoCon 2011 will likely be remembered as among the most successful in the history of KI,” said Joe Burkard, vice president, corporate communications, KI. “From marketing and communications to public relations and beyond, EMA was a key contributor to ensuring that this year’s NeoCon was a fully integrated effort. We work with many teams across multiple disciplines and agencies, and EMA is a true partner in these efforts.”
Timed to generate pre-show excitement for KI’s participation at NeoCon, the EMA creative team developed and launched KI’s new “You” brand campaign. The brand campaign demonstrates the company’s evolving design and personalized solutions philosophy and focus on the unique needs of its prime constituencies, including architects, interior designers, and healthcare and education facility managers. The campaign appeared in leading industry trade publications, including Interior Design, Metropolis Magazine, Contract Magazine and Interiors & Sources with a complimentary “You” brand video that played in KI’s showroom during the show.
EMA implemented a full-scale public relations campaign that included comprehensive pre-show editorial outreach combined with product pitching and placements, securing features in The Huffington Post and leading trade magazines. EMA also compiled numerous award submissions and scheduled more than 20 editorial appointments at NeoCon between KI executives and respected industry publications. During the show, EMA was on-site to facilitate interviews and respond to additional media inquiries.
EMA also worked with KI to concept and implement multiple social media initiatives at NeoCon, including a social media experiment called the “NeoConfessional.” The NeoConfessional invited NeoCon attendees to visit KI’s showroom to share their impressions of the show, thoughts on interior design and all things NeoCon. In addition to using the #NeoConfessional hashtag on Twitter, attendees comments were streamed live online for the design world to see.
“The success of this year’s NeoCon is a testament to the creative talent, teamwork and collaborative spirit that thrive at both KI and EMA,” said Donna Ricciardi, partner and account director, EMA. “We’re honored to have worked hand-in-hand with KI to pave the road to such a successful and memorable NeoCon. We look forward to carrying the momentum into future marketing communications initiatives.”
Contributing to the success of this year’s show were multiple awards KI received, including the coveted and highly respected “Large Showroom of the Year” award from Contract Magazine, the International Interior Design Association (IIDA) and a Best of NeoCon Gold award for KI’s new Learn2 Mobile Classroom Furniture.