How To Navigate The Ever-Changing Landscape Of Media

How To Navigate The Ever-Changing Landscape Of Media

It’s time to create a new road map.

Over the last several years, media has taken a downward spiral, especially in the home and interiors sector. From the toppling of the mighty in 2018 of Hearst Tower — House Beautiful, ELLE Decor and Veranda, to last Friday’s news of Traditional Home downsizing and bringing 5 Publications under one editor, it’s a totally new landscape.

Last month, I moderated the “Changing Landscape of Media” panel at the Luxury Home Design Summit at the Chatham Bars Inn hosted by New England Home Magazine. It was a dynamic three days of incredibly compelling speakers and discussions. I would highly recommend attending next year’s event.

The big takeaway is: in reality, there are more opportunities today to be able to generate exposure for you and your company than ever before. The challenge is to determine who to approach and how to get them to notice you.

A few tips:
Content is key
Craft a compelling story
Know your audience
Be authentic
One to one conversations

Stacy Kunstel a long time stylist and media maven shared some thoughts of media from the old guard (print) to the new media and what’s on the horizon. Overall, there are many more opportunities to get exposure for your company, especially in nontraditional ways. The downside is how to decipher and determine what is correct for you and your brand. Here are a few of her thoughts on what design related companies might want to explore now: self publish, YouTube, Zillow, podcasts, designer in resident features, non-design media covering design.

Digital director Keith Pollock of AD shared insights into their power in the marketplace. They recently have grown to 4 million Instagram followers. In April, they launched a pro membership service for designers similar to Business of Home but with much more capabilities and customization. It provides opportunities to get published, sourcing assistance and train reporting. Tip from Pollock: pitch via email, be brief but give noteworthy details.

Adam Japko of Esteem Media discussed the new landscape and creating custom contact through native advertising. This feels and looks visually like natural content. There is a 61% growth in this category since 2016. One of the interesting tidbits is if you hear something, a few days later you typically only recall 10%, whereas if you see an image there is 65% recall. It is a visual world today. They are projecting dollars spent on influencer marketing to be $5 to $10 billion by 2020.
Tip: When working with influencers, brands need to “let go of control” this allows content to “be authentic”.

As a creative brand strategist, our recommendation is always to have a great story to tell and to spend the time to know who your target audience is. It is the method of delivery that is really different today. If you want to learn more give us a call.

Beth Dempsey
Images and Details
203.966.8203
Beth@ImagesandDetails.com

How To Navigate The Ever-Changing Landscape Of Media2019-07-09T14:27:20-04:00

A Dream Client

A Dream Client

Downtowns have always been an integral part of the community. With such a fast-paced society and a technologically driven culture taking over, it is more important than ever that we support our downtown retail shopping scenes.


Retailers who can capture their target audience and provide them with properly merchandise products and services are still thriving today. One example is Kirby and Company, founded by Elaine McCleary in downtown Darien, Connecticut. Not only is she a brilliant merchant, she knows how to market the store appropriately for her target audience. After working in the local retail environment of Juliska, McCleary identified the need for gifts and accessories and capitalized on it with her first retail shop, Kirby and Company, established in 2014. Targeting people who love color, family, happiness, and friends. After spending time getting to know her customers and utilizing the analytics of digital marketing, Elaine noticed a void in the marketplace for young women from ages 8 – 26, going from backpacks to first apartments. A place for girls and young women to buy affordable gifts and décor for themselves and friends along with a space that was speaking to them and not down to them. With the success of Kirby and Company, Elaine had the push and the perfect solution to open a second store called Kirby Girl.  In marketing terms, she definitely provides the customer with a unique value proposition and offers just the “right” product and the “right” price in the most appealing way. She makes her clients “feel good” about what they are purchasing.

From our perspective, as the PR and Marketing firm, Kirby and Company along with Kirby Girl are a dream client. They came prepared with the right marketing tools including a message, audience, graphic materials, keywords and more; giving us the opportunity to communicate a well-prepared message to the media. For their recent launch of Kirby Girl, they created vibrant yellow and white striped wall for selfies, a logo and tagline with a story, hashtags, and fabulous photography. With all of the right ingredients, we were armed with the right ammunition for a successful press launch.  We created a day for press to preview the space prior to opening including influencers, bloggers, journalists and stylist who were like kids in a candy store (literally with Kirby Kandy!). Investing in great photography is “key”. Case in point, photographer, Julia Dags captured the joy and color of the store. Elaine’s memories of her grandfather’s saying inspired the “Stay on the Sunny Side of the Street”, this saying reinforces her brand and her mission to empower her target audience- young woman or the young at heart. She successfully captured not only the media’s attention but also the hearts of the community. Local stories have started to be published, check them out in Serendipity July/Aug 2018, Lemon Stripes, Prettypinktulips, Darien News, Neirad, New Canaan & Darien Moms.

Kirby Girl is on the road to a sunny future.  Cannot wait to see what’s in store this Fall.

A Dream Client2019-06-14T11:57:12-04:00

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