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 and its presence in the design community.
The experts at Interline created a comprehensive strategy for Geberit, one aspect of which was social media. To ensure that their message reached a larger audience, Interline provided consultation, support, and execution of Geberit’s social media presence using major channels such as Pinterest, Houzz, Instagram, Facebook and Twitter. Plus an enewsletter is created and sent monthly to the design community, reinforcing the social media messaging. Content continues to be scheduled and sent out to multiple channels using tools such as Hootsuite. Interline’s social media expertise is based both on its extensive experience with numerous B2B companies and the social media engagement Interline delivers for Geberit, using the most cutting edge tools, strategies and methods.
Interline’s social media plan has provided Geberit with a social platform to routinely engage with design professionals and prospective customers. Using tools such as Hootsuite allows Interline to effectively integrate as well as monitor all social media platforms. It has proven to be an invaluable tool for not only broadcasting, but for receiving pertinent information from relevant voices in the industry.
Geberit North America, a manufacturer of relatively unknown concealed carriers for wall-hung toilets and other bathroom fixtures, needed an encompassing marketing ad strategy to reach deep into the designer, architect and contractor markets to highlight the benefits and uses of concealed carriers for homes and other projects.
Geberit sales and marketing professionals along with Interline Creative Group marketing staff developed an ad strategy around a theme of well known capital vices such as pride, lust, envy and greed. The objective was to attract the widest potential audience possible with a “sinfully beautiful” theme.
To do this not only were full page and parallels one-third ads used, assuring the most coverage in trade magazines, but progressive links in the ads showed the viewer the concealed carrier’s qualities such as easy-to-clean, water-saving, space-saving, strong and durable ending up with an offer for a free Geberit “Inspire” publication. Further information was provided with phone and video links.
Interline’s Creative Group reached the target audience, increasing product knowledge and benefits on selecting wall-hung toilets and providing ad reader measurement with a registration card. The strategy bolstered Geberit’s U.S. market profile and promoted the company as a world-wide player.
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.
Geberit needed literature that provided detailed information on all of their major products in the same place. In addition to their widely known in-wall systems for toilets, urinals, bidets and lavatories, Geberit wanted to include their extensive line of actuator plates, floor-mounted products, and bath waste and overflow systems. The catalog was intended to provide architects, plumbers, and designers all necessary information on Geberit products.
Interline rose to the challenge, creating a detailed 80-page catalog that incorporated Geberit’s extensive product information. The catalog detailed the unique benefits of Geberit products, with the addition of line drawings and diagrams, and all of the pricing information plumbers, builders and architects require to best serve their clients.
Geberit requested a series of new advertisements highlighting the design and environmental benefits of their Concealed Tank and Carrier System. Interline developed a creative concept based around the “Seven Deadly Sins,” including Pride, Envy, and Greed. Geberit was thrilled with the campaign, which included a series of short videos with voiceovers, in addition to print ads.
The Geberit Group is a globally operated leader in the sanitary products field. With 35 production facilities worldwide, Geberit Group provides unique value-added sanitary technology and bathroom solutions.