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Furniture industry needs to hone its PR skills
Our industry is doing a lousy job of public relations. And that’s a real shame.
As a long-time member of the media, I’ve been observing the PR programs of a wide variety of home furnishings companies for many years. And I continue to be shocked at the basic mistakes that companies keep on making.
I’m not going to name names in this column – the list of guilty parties is, unfortunately, a lengthy one. And I am not saying there aren’t some PR standouts in our midst, because there are some companies who understand the value of PR and consistently execute sound PR strategies.
But, overall, it strikes me that our industry lacks PR sophistication. The result: Lots of wasted marketing opportunities. And some hard feelings that could easily be avoided.
The core of the industry’s problem: Lack of communication. Companies don’t understand what is newsworthy and what isn’t. They don’t understand why one company gets excellent coverage and another doesn’t. Rather than talking to those of us in the media and getting our insights on what is happening, they keep their own counsel and come up with some bizarre theories: We are out to get them. We love the other guy. We have a hidden agenda.
The truth, dear media conspiracy fans, is far simpler and less exciting. The companies who get the best coverage frequently understand the value of PR programs and know how to get us what we need to cover their companies. And, in many cases, the companies who complain about the coverage they don’t get aren’t doing the things they should be doing.
One key to better coverage is to establish a relationship with the editors in the trade press. We are, generally speaking, a friendly lot. Make friends in the press. The alternative – making enemies – is counterproductive.
It amazes me how some companies build up a reservoir of anger over perceived sleights, supposed mistakes, etc. That is not constructive. If you are bothered by something we write, call us. Don’t let your anger build. That only makes it harder to deal with the issues.
Another key is understanding what is newsworthy – and getting that information to us in a timely manner. We love clear, straightforward press releases. They make our job easier. And that makes it easier for us to tell your story clearly. But don’t think we should simply take your press releases and reprint them, word for word, in the paper. We are a newspaper, not a press release reprint service.
If something doesn’t go as planned, ask us what happened. Don’t assume we don’t think your story is important. Perhaps it got displaced by an even bigger story. Don’t get mad at us. Instead, talk to us. Communication is golden.
Undetermined commented:
Agree, Furniture industry needs
Undetermined commented:
I've found that any type of expertise goes a long way in getting material published. In my case, I've learned a bit about being green or should I say a shade of green. After intitial contacts, I've been solicited for material regarding ceritifications, various considerations in being green, ect. The key is human interest as opposed to mearly giving a sales pitch. I'm always open to suggestions. Thanks, Wally Stryk asianartimports.com
Undetermined commented:
Furnitures are the best things in a home to reflect the beaty of a good home. Furnitures are also a decorative and essential thing of all home where lifes are living.
Undetermined commented:
Dear Editor, We have developed a RTA furniture design that has a reduction in weight ratio of 2.5:1 when compared to typical RTA designs on the market. I know this may sound a bit unreal but this would allow a 120 lb construction to be reduced to 48 pounds. We have a finished prototype that the lightweight design has no impact on safety or structural integrity. We incorporated and accomplished four concepts in our design: Originality, consumer safety, consumer assembly and lean manufacturing. We have attempted to contact manufacturers but fail to receive any serious responses. I ask for your expertise on how to reach interested parties. Our goals are to: seek a party of interest, protect our design, and transfer all rights. A design such as this would have a positive impact on the U.S. Market, that is keeping U.S. money in U.S. We felt that in order to create a new breed of furniture to market we had to solve the common complaints of typical RTA furniture (These complaints are generic and are not intended to reflect any one product or design): 1) Consumers, such as a single mom purchasing a 120lb (or more in weight) desk and having assistance at the store loading it but how will she transport it into the house? i) THE WEIGHT IS REDUCED by: 2.5:1 2) The assembly of RTA is difficult. Our concept on assembly has adapted to the fast paced life style and notices the consumers’ unwillingness to devote hours to construction. i) ASSEMBLY IS SIMPLE, NO COMPLICATED PARTS OR DIAGRAMS 3) When moving from one home to another, RTA furniture cannot be easily disassembled and the weight often cracks the anchoring points if not handled properly i) THE DISASSEMBLY IS EASY AS THE ASSEMBLY 4) While moving you might hit or dragging one corner and the laminate peels off i) THIS DESIGN WILL NOT PEEL OR FLAKE 5) Leave a glass of cold water without a coaster on some RTA furniture and it’s ruined and cannot be repaired. i) THE SURFACE IS UNAFFECTED BY WATER CONTACT We thank you for any help regarding this product. Sincerely, Patrick Henry Brumfield pbrumfield2008@gmail.com
Undetermined commented:
So, what's new? It's a double edged sword, Dave. This industry, with its wonderful fragmentation has long been dominated by production and finance ownership and management, with little but lip service paid to marketing, including PR. That has produced an environment where the conservative and the creative can survive and sometimes thrive in a small scale. The creation of dominant brands (they will always eventually become dominant) would make entry more difficult and deter the rampant creativity that pops up from time to time in an otherwise sleepy industry. Fact of the matter is that creativity is daunted in any oligopolistic structure as the risk becomes too large. Our crude efforts at PR and advertising are overdone to each other, as we focus on the simplest form of driving business, and yet fail to produce sufficient efforts to drive the real market in terms of consumer attitudes and motivation. Manufacturers rely on pictures and relationships to persuade the dealer, and the retail dealer too often relies on price appeal to drive the consumer. The combined marketing of this industry is of a level of sophistication that would not generate a passing grade in Marketing 101 in any university. As Walt Kelly put it in Pogo years ago, "I have seen the enemy, and we is he!"
Undetermined commented:
Erik: Welcome to the industry. Hope you find a happy home here. Yes, I do think brand-building efforts are important, but I worry that in a tough economy companies will look to save dollars by neglecting brand-building initiatives. It's the chicken-and-egg problem. Maybe you can add something to the equation. I hope so. -Dave
Undetermined commented:
I have to agree with you. In addition I also think the furniture companies have done a poor job of marketing themselves also. I just entered the industry from a career on Wall Street where I prided myself on knowing a lot about a number of companies. Not only did I know any brand names, but nor does the public. I think this should be a main concern for manufacturers and they should reach out to their vendors to supply ad dollars to those vendors to use their name in their ads. Do you think this practice will become more commonplace as manufacturers will need to have customers identify their brands in the ever-growing and competetive landscape of informed consumers?
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