Ferguson
CHALLENGE
Driving Design Expertise Through Media Awareness
At each of their locations, Ferguson Bath, Kitchen & Lighting Gallery has a team of knowledgeable showroom experts who have a pulse on what’s trending in home design. Their corporate PR team, along with the team leading their Northeast region, came to G&S looking for ways to raise awareness of Ferguson showrooms as well as the expertise of their corporate and showroom teams.
SOLUTION
Much of Ferguson’s prior media coverage focused on vendor products, which detracted from the expertise of the showroom specialists. Each year, G&S strategically develops a media relations plan focused on bringing the attention back to the brand. We build robust editorial calendars that span national lifestyle and trade publications, as well as regional publications in the Northeast and develop proactive media pitches spanning trending topics from smart homes and aging in place, to color trends and outdoor living. In addition, we have enacted an annual survey program to gather key consumer insights for additional media angles, which has proven successful for several years.
Since the beginning of our program in 2020, we have leveraged relationships with key lifestyle publications, including Real Simple, Hunker, Architectural Digest and Domino, to drive thought leadership and brand awareness. This has lead to:
- 149 pieces of coverage resulting in 661,000,000 + impressions
- 112 included key insights from Ferguson’s experts and our consumer surveys