How a European Leader Makes a Successful U.S. Debut
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PROBLEM:
Geberit, the leading European maker of bath waste overflows and concealed carrier systems for wallhung toilets and other bathroom fixtures, needed to establish the reputation of its U.S.-based division, Geberit North America, as a manufacturer of high-quality sanitary products in the United States.
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SOLUTION:
Interline Creative Group embarked on a multifaceted approach to introduce interior designers and architects to Geberit’s technology. Interline utilized its overall expertise regarding the plumbing market and its various niches, as well as its knowledge of media opportunities, to introduce Geberit North America. To execute its marketing strategy, public relations specialists wrote, pitched and placed press releases and feature articles in major trade publications. Graphic designers created innovative advertisements that Interline media buyers strategically placed in high-end magazines. Teleresearchers called sales prospects to prequalify product interest and elicit interest from people who were new to Geberit. Interline also promoted media events, such as when international adventurer Mike Horn docked his ship in New York City to discuss the importance of Geberit’s worldwide role in water conservation— an occasion that even NYC Mayor Bloomberg attended.
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RESULT:
Interline’s strategy created a buzz about Geberit North America in the plumbing market, especially amid the architect and interior designer audiences. As a result, Geberit North America’s flourishing reputation has taken hold in the U.S. market, which has translated to greater brand awareness and demand for its products.
