Making a show of it

Participating in an event or setting one up is an effective tactic to promote a brand. Needless to say, throwing an event is one of the most engaging ways to communicate directly with your target audience and get people talking.

Recently Ridgemount PR helped organise an event for global porcelain tile manufacturer, Porcelanosa, taking place during one of London’s biggest design festivals, Clerkenwell Design Week. Porcelanosa wanted to educate architects and interior specialists with their product range and what they could be used for in a memorable manner. With this in mind we suggested that they partnered with the world’s most influential architecture, interiors and design magazine, Dezeen, getting the furthest reach possible by using Dezeen’s star name and extensive contact book.

Through promotion at Clerkenwell Design Week and Dezeen’s social media channels, not to mention Porcelanosa’s client base and our journalist from the industry, come the night of the event, the venue (Porcelanosa’s Clerkenwell based design centre) was overrun with architects, bloggers, journalist, interior enthusiasts and industry experts.

We devised a thought provoking discussion around the idea of spaces designed to stimulate the senses covering both commercial property, with James Dilley of Jestico + Whiles and residential property, with famed architect Alexander Martin, of Alexander Martin Architects.

Porcelanosa’s Design Centre Manager, Javier Rodriguez, closed the discussion with how their products offer the architect the exact material to make tactile interiors a reality, which was hugely fitting and did not feel like a ‘hard sell’, which usually makes the listener switch off.

Food and drink (don’t forget this was an event devised by a PR Agency!) were offered to all in attendance and to match Porcelanosa’s Spanish linage, delights from the country were firmly on the menu. The well fed and well-quenched crowd left happy and more importantly enthusiastically discussing Porcelanosa.

From organising an event on this scale through from initial idea to fruition, we really saw the benefit of enlisting a media partner. Not only does this partnership give a brand another platform to make noise on but a strategic brand partnership can be a highly effective way to build business. Partnerships enable brands to compete in new markets, raise public awareness and ultimately generate indirect sales.

Co-branding allows brands to combine their best elements and empower their similar market statement – creating a kind of ‘power couple’ that proves that the whole is greater than a sum of its parts.

With a little imagination and an understanding of your customer, the sky (and your budget) is the limit when it comes to getting in front of your target audience this year. Why not give us a call to discuss how we can help your business today!