ISSUE:
Inventor and entrepreneur Lori Greiner had a $350 million dollar company selling her Clever and Unique Creations on QVC, but her brand was largely unknown to the media.
The Brooks Group was charged with introducing Lori, her expertise and her products to all forms of media. With Lori’s busy travel and QVC schedule, we had limited time to offer one-on-one editor meetings, but since many of Lori’s creations had special and unique features, it was important for media to interact with the product.
IDEAS:
We knew editors and producers needed to experience the product first-hand, so we organized a full day media event to do just that. We booked a date in early July to time with holiday issues and gift guides. Each guest received the invite with Lori’s personalized Silver Safekeeper Initial Jewelry Box, reflecting his or her first initial.
On the event day, we transformed a NYC city loft space into the “Lori Greiner Showroom.” Elegantly decorated in shades of Lori’s signature color pink, we branded the walls with her logo. To draw attention to Lori’s expertise as an inventor, we allocated an area to display her 100+ patents. The room was organized into stations for each area of the home (kitchen, bedroom, bathroom, etc). We scheduled editors in small sessions throughout the day to allow Lori to create personal relationships. Each editor met with her one-on-one to get a sense of her personality and inspiring background. Then she hosted a tour of her collection, spotlighting both new and existing products. To continue the Clever & Unique Creations experience in their own homes, they were offered three products to choose from the collection.
The event was an overwhelming success with attendance from editors at all the major long-lead magazines. As a result, various products were included in Holiday gift guide round-ups including, O The Oprah Magazine, Woman’s Day, Self, People and more. Furthermore, Oprah personally requested the Silver Safekeeper Initial Jewelry Boxes for a private event at her house.
To continue to keep Lori top-of-mind in the following months, we designed a first-ever “Lori Greiner Look Book.” The bounded booklet included Lori’s bio, as well as imagery and information on each of her 250+ products.