“Designing” Successful Market Coverage

While football fans count down to Super Bowl and movie buffs obsess about the Oscars – for design aficionados, there’s no bigger event than High Point Market. Twice a year, the sleepy town of High Point, N.C., comes alive with furniture makers, designers, taste makers and media – all on the hunt for the latest trends and fabulous finds. This past month, as part of team, I traveled to High Point to create buzz and awareness for our recently re-branded client Fashion Bed Group (formerly Leggett & Platt Consumer Products Group). With little more than 24 hours on the ground, the LCWA home products PR team concentrated on gaining valuable pre-show and at-show coverage with news of Fashion Bed Group’s new name, larger showroom and new products – delivering more than 870,000 pre-show impressions and seven trade placements that hit during the show! In addition, we led high-profile trade and consumer media – from Furniture/Today to Traditional Home – through tours of Fashion Bed Group’s new showroom, highlighting product innovations and the latest trends in bedding accessories and causal furnishings. Now that we’re back in Chicago, the PR team is actively following up with these media outlets to encourage additional coverage. All in all, it was a successful showing surrounding the industry’s largest show.