Company: Haier America
Campaign: Haier Home Tour
PR Team: In-house
Launch: July 3
Objective: When appliance manufacturer Haier America debuted the Haier Road Show last year, it was, according to the company's VP of marketing, Richard Block, “one-dimensional.” The scope of the campaign was limited to a line of refrigerators and tour stops that didn't go farther West than the Mississippi River.
This year's Haier Home Tour was crafted to target both retailers and consumers with a strategy intended to build awareness of the brand in the US.
Strategy: The new campaign features a trailer - a fully-furnished apartment on wheels - that showcases a number of Haier products, including refrigerators and LCD TVs. The tour will stretch from New York to California and into the online world with social media components.
“Last year, we were really excited about how people who didn't know the product, once they saw it, really took to it,” said James Liess, Haier America PR manager. “Taking that idea and showcasing an entire house of products, we're really able to open consumers' eyes.”
“We chose events…knowing that there were going to be retail partners at every stop,” added Block. For example, in Minneapolis retailer Target will have a chance to attend.
“We're working with retail partners on a grassroots consumer level to really show them everything we have,” said Block.
Tools: With its grassroots strategy in mind, the summer months provide outdoor activities coast-to-coast, such as the Taste of Chicago, where, Block said, the tour will reach millions of consumers. Media outreach will also take a grassroots approach, targeting local media.
There will also be outreach to trade publications such as HFN (Home Furnishings News) and Dealerscope that target retailers.
For those who can't attend the event, the tour is complemented by a Web site, which will feature photos and videos from along the tour trail and links to newly-created pages on Twitter and Facebook, which mark the company's first deep dive into social media.
Measurement: Haier will survey consumers for their reactions to the tour and collect feedback from retailers.