The Power of Video in Brand Marketing

The Power of Video in Brand Marketing

This year a digital layer has been added to the essential marketing tools needed to promote your business. Video is a versatile way to successfully interact with your target audience, pique their curiosity and visually tell your story.  


Guess what! Yes, there are millions of other businesses offering the same thing that you are. Make your business stand out by providing unique messages and methods of distribution that will grasp potential customer’s attention.

 

As publications are amping up their digital platforms they are starting to utilize video more and more. Business of Home who describes themselves as,“the daily media of record for the home industry, and the voice of authority for interior design professionals”, has now shifted more of their stories to videos. They have an array of content available to their audience including; special events, designer profiles and collection launches. House Beautiful, the 100-year interior design publication, has added a video element to their website and has also created a YouTube channel that now has over 6 million views. On this platform audiences get an insider guide to new retail shops as well as designers projects.

The way advertising has been constructed in the past has completely been transformed today. With the help of digital platforms, viewers no longer see advertisements and promotions as just that, however they see it as infotainment. High Point Market Authority capitalizes on this opportunity by promoting their trade markets on YouTube through a series called, “The Faces of High Point.” These videos give their audience a peek into the attendee’s experiences while simultaneously promoting the event. With the help of this series, which includes our client Wakefield, this channel has received over 550,000 views, a win-win for brand awareness.

Blogs like, Quintessence, founded by Stacey Bewkes roughly seven years ago, have also gained heavy traction by incorporating video into the mix. With the help of her co- creator, Susanna Salk, their popular YouTube series called, “At Home With”, provides exclusive insider access to top designers and tastemakers at home around the world. As of April, 2019, they have generated over 6 million views as well as over 30,000 subscribers to their channel. These big numbers have created sponsorship opportunities for Salk and Bewkes.

Sharing information digitally is a tool that is more cost effective than prints, therefore should not be overlooked. The success these blogs and businesses have seen, proves that it is vital to have a digital platform and begin utilizing the tools that will help you reach a new audience that has never seen you before.

How to get your platform started:

  • Define your audience.
  • Keep your video cohesive with any other marketing campaigns you have done in the past.
  • Brainstorm a strong story that will keep the customer intrigued.
  • Attach an emotional aspect to the message that the viewer can connect with.
  • Implement the call to action. Be sure to provide the viewer with the point that you are trying to get across.

If you are interested in growing your business, please reach out to us at (203) 966-8203

The Power of Video in Brand Marketing2019-06-14T11:50:57-04:00

Effective Collaborations

Effective Collaborations

Collaboration can be such an effective tool for small businesses to build their brand, particularly in today’s competitive marketplace. 


To take your business to the next level consider these 4 tips as a foundation in your brand strategy.

First, it is necessary to find brands that are complementary and have the same values as your own business. Then you want to leverage that synergy between the two which can increase your audience reach.
Screen Shot 2019-02-05 at 3.56.42 PMMost recently, Images and Details did just that with the 4th edition of our pop- up, Ancien et Moderne in Paris. We brought together heritage brands in the luxury home sector such as Savoir beds, Rinck, and Maison Leleu utilizing a theme of “Ode to the Orient Express” to create synergy and tell a story. Savoir beds partnered with Voutsa fabrics to create bed toppers. Rinck collaborated with Fromental wallcoverings and Hector Finch Lighting to create a boiserie wall that replicated a train car on the Orient Express. The result: one of the most talked about collaborative projects during Maison Objet and Deco Off! Design inspiration and storytelling at its best!

Press coverage included: WSJ, AD Pro, T & C, Interior Design

Second, utilize each others’ social media networks, such as Instagram and LinkedIn, to share your stories and double your engagement and exposure. Check out  Savoir bed’s, Rinck’s, and Voutsas Instagram feeds. Screen Shot 2019-02-05 at 5.08.46 PMThird, you want to share assets such as photography, marketing materials, and events.  Maison Leleu and Rinck are both heritage brands with strong French ties and rich stories to tell. To expand their network and spread their brand story, they co-hosted a cocktail party inviting key clients, media and the French Interior Design Society.  Savoir Bed and Lasvit collaborated on an event with Luxe Magazine. Voutsa partnered with NYDC to invite their clients and press to see the space and meet the participants.  Each spread the word in a more cost-effective manner.   Invitations, e-blasts, and photography were co-oped and shared by the various participants.  The market and PR teams worked together to attract the different media – French, American and British which was much more effective and efficient. This increases your chance of exposure exponentially and on an international level.  Each brand has to remember to be responsive and leverage that exposure to help grow their respective brand.

And finally, if you can get your product on a new sales platform it can be a great way to increase sales distribution through larger luxury retail channels. Voutsa Textiles worked with Savoir beds and created a custom topper that is now being featured in Savoir showrooms. This became a win-win for both brands.

Effective Collaborations2019-05-28T14:00:34-04:00

Creative Ways to Build a Community

Creative Ways to Build Community

Right here in our backyard, is the idyllic town of Greenwich, Connecticut that is so rich with extraordinary design and home stores, restaurants and luxury retailers, flocked with some of the finest decorators and charming locals and yet somehow nothing had been done to celebrate this!


Thanks to Beth Dempsey, our President and Founder of Images & Details, Inc. “There is always strength in numbers.” says Beth. Something must be done to bring us all together and celebrate the passion that everyone has to offer one another. “The number of design related businesses has grown exponentially, so the idea of forming a group makes good business sense for all involved. The design industry is an inclusive one and they realize that a success for one is success for all.” Many exhilarating months later we transformed this missed opportunity into a dazzling event and our Greenwich Design Districts’ October 2017 Taste and Tour event took form.

Fourteen different shops participated and attracted more than 300 participants throughout the evening. There were book signings, special art events, new product launches, celebrity designer appearances and many more activities within each shop. These relationships ignited conversations that helped create collaborations between designers and consumers.

Not surprised by the results but nonetheless overjoyed, we added another Greenwich Design District (GDD) event to the June calendar, a “Day of Design”. The objective of this event was to highlight the Interior Design community. We wanted the participants to be able to learn, shop and engage with their peers like they did in the Fall. We created a charming hand-drawn map  by B. Russell Melzer of Greenwich by B. Russell Melzer to guide people around the design district.

Here the design professionals, influencers, editors and consumers gathered to experience the latest trends in design. The energy that day was vibrant and enriching! Day of Design featured more than 15 talks, lectures, book signings, conversations, meet-and-greets in members’ shops and showrooms. We arranged for attendees to meet some of the design industry’s best editors of the time such as Sophie Donelson, Editor-in-chief of House Beautiful long with Traditional Home’s Style Editor Tori Mellott and Serendipity’s Home Editor, Stephanie Horton. There was a Color Analysis demonstration as well as the opportunity to get behind the scenes to look at some of the coolest lights. Many learned about licensing and the business of design and how One King’s Lane founder designed a collection for the Shade Store. Some attended a stimulating talk on discovering how antiques are being featured in some of the most contemporary spaces.

It was imperative to us to have the event run as smoothly as possible for everyone yet also have the viewers get the most out of it and have FUN. Other than the ads, newsletters, e-blasts, PR out-reach and social media posts, we also created the GDD website (www.greenwichdesigndistrict.com). At the time of the event, the website had already been viewed by more than 600 people. This had provided accessible event information at the fingertips of the participants. Afterward, in the Blog section of the GDD website, different participants and speakers have tips posted on their different fields. It is important to us to have viewers always thinking about the event this way so it can grow for years to come.

We have now just completed our Second Annual Taste and Tour event: “Setting the Scene for Fall”.

On October 17, thirteen different shops participated in the evening! Their doors were opened inviting participants to discover the latest trends in interior design and entertaining. Attendees were encouraged to meet design influencers, view new exhibits, get a book signed, learn about the importance of good lighting, savor local food and cider, admire special designed windows, enjoy music and many more activities within each shop while enjoying their tour of the Greenwich Design District. The more shops each guest visited, the higher chance they had in winning a raffle prize. This was such a great way to see what was new all in one evening!

Creative Ways to Build a Community2019-05-28T14:08:39-04:00

Creative Brand Launches

Creative Brand Launches

Create brand appeal that speaks to the audience you are targeting. Produce quality tools and materials that proudly represent the company and your agency.


In preparation for a launch, whether it is a product, company or community, research and planning are key to a successful outcome. Understand the perception consumers, designers and media have of the brand and learn who you are targeting. Then tie that research into the overall goals and objectives of what you’re trying to accomplish.

Most recently PETER FASANO launched a new textile and wallpaper collection and the objective was to introduce it to trade (designers) and media outlets catering to the interior design industry. The overall brand image and verbiage should flow across all tools and materials for any launch. Every aspect of the packaging needs to be thought out and unified in order to be able to have the most impact. For PETER FASANO it was thinking about tangible tools that will represent the quality of the brand and display the new collection.

As Summer was approaching, we focused on what was an appropriate Summer item people will be able to utilize but also has the ability to be customized. A tote bag and water bottle came to mind as items we thought would resonate and allow us to display the patterns and prints in a unique way. This was a creative way for the designers and editors to keep thinking about the collection all Summer long. The tools have garnered positive feedback, editorial request and created social media buzz. Marketing materials like these continue to allow the brand to be involved in conversations in the marketplace.

Creative Brand Launches2018-06-20T10:21:11-04:00

Tips for A Successful Event

Tips for A Successful Event

Shari Lebowitz of Bespoke Designs has created a unique paper business in the heart of downtown Westport.


She nicknames herself “the paperpreneur.” With today’s Internet and technology driven society the lost art of handwritten notes and appropriate etiquette could be easily on the demise. To bring awareness to Lebowitz’s craft, Images and Details recommended hosting an informative Q and A with luxury design blogger Stacey Bewkes of Quintessence and Heather Wise Alexander of Bell’Invito invitations.

We envisioned a discussion on the new internet-driven event planning—which we deemed, “netiquette.”  We wanted to give listeners a chance to understand the importance of traditional handcrafted paper goods that proves to be elegant and personal in a world where online work can seem so distant and impersonal.

“In this digital age, there is nothing as warm and personal as a handwritten note on an exquisite piece of brightly colored, beautifully textured stationery,” says Lebowitz. “It takes an ordinary gesture and makes it a celebratory one. How wonderful it is to reach into your mailbox to find that gorgeous handwritten envelope.”

It was just the right recipe for success. The audience was comprised of, wedding and event planners, caterers, florists, hoteliers, and media. The result: new clients, engaged audience, and media coverage in both print media and online.

Screen Shot 2018-04-11 at 11.25.42 AM.png

 

Tips for A Successful Event2018-04-11T11:29:16-04:00

Bookish About Design

Bookish About Design

A well-strategized event can absolutely help a business grow and attract new Target audiences.


Take Putnam and Mason, for example—a fairly new interior design shop in Greenwich Connecticut. They were looking to raise their profile and reach both designers and luxury good consumers. Images and Details recommended a book signing with author Miguel Flores-Vianna for his new book The Haute Bohemians.

Screen Shot 2018-03-13 at 10.10.55 AM

While planning an event, timing is a fundamental element that can often determine the success or failure of the event.  In this instance, the thought was to highlight that The Haute Bohemians was one of the top 10 books for the holidays and was featured on the New York Times bestseller list. This enabled us to attract media attention in advance and get both pre-stories and blog features. As a result of a well-timed event more than 70 books were sold, the venue was filled to the brim with guests and a fun time was had by all to boot.

Next in our book series was The Authentics by Dara Caponigro.   Caponigro is currently the creative director of F. Schumacher & Co. and was formerly the editor-in-chief at VerandaAdditionally, she was the founding editor of Domino where she also served as the style director.  Caponigro’s illustrious resume allowed us to utilize her large network to our advantage for this book signing event as well.

Screen Shot 2018-03-12 at 1.37.25 PM

 

Bookish About Design2018-03-13T10:28:48-04:00

Events Matter

Events Matter

Seasonal  Events, Pop Ups and  Soirées

It seems as though today more companies and brands want experiences that allow them to connect with their customers and build brands in an intimate more meaningful way.


In January, we had our second rendition of Ancien et Moderne during Deco Off in Paris. This year’s theme celebrated 70’s bohemian chic glam. Brands like Fromental and Justin Van Breda were able to push the boundaries creatively in their product designs enabling us to come up with a concept that was not only visually stimulating, but that really brought the customization capabilities of both brands to the forefront.

Sculptor, Philippe Berry, collaborated with renown designers, Timothy Corrigan, Alex Papachristidis, Frank de Biasi, and Bambi Sloan to create one of a kind bronze mirrors. Bronze sculpture was brilliantly colored in two pieces by Monaco artist Carol Bruton. Designer Michelle Nussbaumer brought her sumptuous new fabrics, exotic jewelry and home accessories, while La Tuile la Loup set the perfect table with made-to-order ceramic dinnerware, and tabletop by French artisans. The Rug Company laid the ground work with two knotted silk rugs and Fabian Barbera’s newest candles provided the perfect scent for cold wintry Paris. All these custom pieces came together perfectly to create a space everyone couldn’t stop talking about. 

Screen Shot 2017-08-08 at 4.11.34 PM

Ancien et Moderne: Paris Pop-up 

In Spring, Putnam & Mason, a new retail concept in Greenwich, came to light when interior designer Robert Passal and accessories designer Kim Alessi put their heads together to form a collaborative design atelier. They created a layered space filled with contemporary products and classical antiques paired with design services in a multifunctional showroom and workspace for both consumers and trade.

The design atelier is a one stop shop for consumers and trade, handling every facet of building and designing a home. Local vendors including Robert Passal Interior Design, KLASP Home, Wheelock Kitchens, Phoenix Audio Video, Eastridge Construction, and Gro Pro will use the space as if it is their own showroom, giving clients the opportunity to see their work in action. For designers, a unique aspect of the new concept at Putnam & Mason is the kitchen, called “The Sample Bar”. Although it will still function as a beverage station for clients to get coffee, water, and wine the main reason for the kitchen is as a workspace for designers to layout their projects. The island and cabinetry will be filled with various samples of fabric, wallpaper, paint, and more.

For Putnam & Mason our goal was to announce the opening of the design atelier and educate consumers and trade of the unique services it will provide. When you add in the mix of artist Hunt Slonem and New England Home magazine as a partner, you get a win-win and the right upscale target audience to attend the opening.

Putnam & mason

Putnam & Mason Opening: (Left Image) Hunt Slonem, Stacy Kunstel, Kim Alessi (Right Image) Robert Passal, Meg Braff, Kim Alessi

KLAFFS was looking to have a Bath Expo and celebrate their vendors in their retail showroom. An evening with a CEU course, a trend talk with Editor in Chief DJ Carey of Cottages and Gardens and more than 300 attendees. Our main focus was to be the liaison between KLAFFS and CTC&G. Our second job was to help urge attendees to not only attend the event but to meet all the vendors and gain word of mouth advertising. We had a little fun with the social media hashtag and passport event using the phrase, #KLAFFSBubbleBash. It definitely made a big splash and plans are in the works for the next expo.

Klaffs

KLAFFS Bubble Bash: (Right Image) Stephanie Rapp, Andrea Williams, Sarah Weiland, Chris Roughan

In continuing our efforts to create a unique set of programs for Wakefield Design Center we started a Business of Design Series with Athome magazine. Our first seminar was a dynamic and informative panel discussion on Licensing led by Kate Verner. Finishing with a discussion between expert in licensing Kate Verner, licensee Linherr Hollingsworth and creative/editorial director of Athome magazine Amy Vischio. 

BofD Images

Wakefield Design Center, Business of Design Series: (Left Image) Kate Verner, Linherr Hollingsworth, Amy Vischio

Events Matter2017-08-11T09:15:00-04:00

Fall Inspiration

Fall Inspiration

One event after another tis the Fall season. Building relationships with designers is an integral part of Images & Details business. Many of our events entail introducing a brand to the interior design community or informing designers about programs that support their work in the local area and boy did we do that!


 

Our luxury British mattress company Vispring was looking to expand their brand ambassador program. We wanted to create a WOW factor that will keep existing and future brand ambassadors excited to use and recommend the Vispring beds. At this year’s Fall High Point Market we invited eight interior designers throughout the country to create custom designer dog’s beds. The wonderful designers that participated were Michelle Nussbaumer, Cloth & Kind, Lisa Mende, Mitchell Hill, Jonathan Savage, Sam Allen, Mally Skok, and Andrea Schumacher. The elaborate beds, think pagodas, Lucite frames and pedestal designs, the Vispring showroom came to life!

Screen Shot 2016-12-27 at 11.37.37 AM.jpg

These types of events are created to introduce and educate the designers to the brand, materials and the bespoke quality of the mattresses. This year Vispring went one step further by flying an expert side-stitcher from their factory in England to have everyone experience first-hand what goes into making a Vispring mattress. We hoped this will create brand ambassadors as well as generate buzz, attract media and additional designers, and dealers to the Vispring showroom to highlight not only the work of the designers but the latest products Vispring has to offer. It was a success!

We returned to Connecticut with a line-up of events and this time our focus was on the local CT design community.  Our client Wakefield Design Center had a successful turnout to their semi-annual To The Trade Only Day. The event’s dynamic programming continually attracts new designers to the showroom, this time doubling to more than 85 attendees. This November’s star studded roster of speaker started off with design icon Vicente Wolf sharing his philosophy on how classical elements –earth, wind, air and fire– form the base of any unforgettable design featured in his latest book The Four Elements of Design. Top furnishing brand, Vanguard, introduced us to the talented designer Barry Goralnick who opened our eyes to the way cultural trends inspire and impact the way we design and innovate new products. We switched it up a bit this year and ended with an exciting panel discussion moderated by author and designer Carl J Dellatore featuring panelists Laura Bohn, Glenn Gissler, Jesse Carrier and Mara Miller. They discussed design legend Mario Buatta’s thoughts on color inspiration and color interiors in the 21st century, an excerpt from Dellatore’s new book Interior Design Master Class. 

Screen Shot 2016-12-27 at 11.30.46 AM.jpg

By offering top caliber programming that is both informative and entertaining, more designer are joining us at Wakefield Design Center events which has increased foot traffic through the showroom. This has lead more designer to realize that Wakefield Design Center is a great resource for not only product and furnishing but holds expert information that will help one grow their business.

This is an event we love to be a part of– each year learning new ways to enhance the designers experience and grow the amount of attendees. It is also a way to connect the global interior design community with that of the ever growing Connecticut design Community. We wouldn’t be able to achieved the success we have had without the support of New England Home Magazine, the Wakefield Team, and all the amazing presenters that have given their time to come and talk to our community. Thank you again!

Fall Inspiration2016-12-27T11:52:03-05:00

Designers, Dogs and Showhouses

Designers, Dogs and Showhouses

The Dogs Days of Summer seem a long way off here in the Northeast.


 

But unlike here it seems already sultry in the South at the Southern Style Now Festival in down in New Orleans. Our own Dana Grunow is there soaking up the sun while being a PR Powerhouse and Speaker. She got to spend the evening with our southern gentleman, designer Jonathan Savage, who is the Showhouse master this Spring. First Atlanta at the South Eastern Showhouse then his Alma Mater the O’More Showhouse. And now the Southern Style Now Showhouse accompanied by the talented Tori Mellott of Traditional Home. For designers, Showhouse’s are still an essential way to show their work, style, creativity and usually for a good cause to boot.

Screen Shot 2016-05-23 at 5.34.26 PM

And in our own backyard there is the inimitable Kips Bay which is a MUST SEE this year.

Now back to the dogs…

Here are a few of our favorite client pics with their pooches. And yes, they really do help drive those Instagram Likes.

Carey Karlan and Buckly

IMG_1689

Jonathan Savage and Artie

SAVAGEInteriorDesign.headshot

George, Tony  and Ginger

GSnead81029

Designers, Dogs and Showhouses2016-05-23T17:36:07-04:00

Ancien et Moderne

Ancien et Moderne

Every once in a while you take a risk, and the results are better than you could have imagined.  Stepping outside of your comfort zone and facing your fears is scary, but I recently did it, and learned a few lessons in the process.  Several years ago I went to Paris for Maison Objet and Deco Off, the world-renown interiors shows, and I felt that something was missing.  Showroom after showroom displayed beautiful fabric, wallpaper, or furniture, but as a whole, it had become just another large trade show.


Screen Shot 2016-02-13 at 5.11.05 PMSo for this year, I had an idea.  My concept was to create a pop-up that would bring together companies and brands that use old world techniques or hand craftsmanship to create beautiful products for today’s marketplace.  And we did it.  For one week in January during Deco Off, we were able to combine the right elements with perfect execution to create our salon, Ancien et Moderne.  Everyone – from participants to editors, from designers to retailers to customers – felt that they were part of something special.  Not just a retail space, Ancien et Moderne was a salon, reminiscent of the Paris of Gertrude Stein.

After establishing a figurative vision, I gathered a group of like-minded women to help develop a literal one, beginning with the color palette. Fromental, known for their exquisite hand-done wallpaper, recolored their Barber pattern exclusively for us.  Pierre Frey, one of France’s premier textile families, provided the beautiful rug, which helped ground the space. Martina Mondadori, the brilliant editor and visionary behind Cabana magazine, contributed one-of-a-kind products showcasing her philosophy and a new way to do business. Carolina Irving and Penny Morrison, whose fabrics and textiles are known within the design world, presented fabrics and furnishings that created a true salon feel. Hope Swales, the art dealer representative of sculptor Philippe Berry, launched his first furniture collection of consoles and coffee tables in Pairs, which became the backdrop for a dynamic grouping of plates by decapouge artist Jill Barnes-Dacey. Just like those plates, each element was strong enough to stand on its own, but together they provided a venue that was worth of the exciting events hosted there.

Alexandre de Vogüé, co-author of A Day at the Chateau de Vaux-le-Vicomte, kicked off proceedings with a book signing and a talk on being a fifth-generation resident of the lovely estate, as well as managing it with his two brothers.  We were thrilled to host The Antiques Diva, Toma Clark Haines, and RubyLUX’s Cathy Whitlock for a talk on “Living with Antiques in Modern Times,” moderated by Jake Baer from Newel Antiques, as well as a decoupage workshop with Barnes-Dacey.  Finally, we wrapped up with a talk “Celebrating the Strength of the South in the World of Design” with Atlanta Homes & Lifestyles Editor-in-Chief Elizabeth Ralls.  It truly was the place to be in Paris.

Now the task for every participant in our salon is to take the success of Ancien et Moderne and develop it into new relationships and business success.  For us at Images & Details, the challenge is to create something just as noteworthy, yet unique, for next salon. Stay tuned!

 

Ancien et Moderne2016-02-13T17:15:57-05:00