Geberit North America, a manufacturer of concealed carriers for wall-hung toilets and other bathroom fixtures, sought ways to increase product awareness among interior designers who would then consider including Geberit systems in their plans for homes and other structural projects.
Interline Creative Group marketing professionals worked alongside Geberit sales and marketing professionals at a trade show attended by designers and architects. Interline’s objective was to gain an intimate understanding of designers’ requirements by speaking to them directly and to gather names of designers who had already specified Geberit products in client projects. One such designer was interior designer Liz Murray, who specified Geberit in-wall carriers in the bathrooms of a 10,000-square-foot Oregon estate. An Interline writer interviewed Murray and the project’s general and plumbing contractors, who all endorsed Geberit products. Interline then generated a case study, which, along with photographs it arranged, formed a comprehensive portrait of how Geberit helped enhance the appearance and functionality of the opulent estate. Interline’s public relations specialists aggressively pitched the information to a variety of print and online media and scheduled interviews for Murray with business-to-business publications.
Interline’s copywriting with engaging story angles, combined with relationships with leading business press editors, secured story placement in several media outlets. The additional exposure increased market knowledge about concealed carriers for wall-hung bathroom fixtures, bolstered Geberit’s U.S. market profile and helped the manufacturer further augment its status as a worldwide market leader.