The Right Client…
New Zealand-based shower and brassware manufacturer Methven has a strong 125-year heritage and was known as a pioneer in bathroom and kitchen plumbing in the Southern hemisphere. Renowned for breakthrough design and product development, Methven produces world-class showers and its award-winning Satinjet technology boasts significant water and energy saving features.
Methven acquired The Deva Tap Company – a well-known, long-established trade brand – in 2007 to help it establish a foothold in the UK and European markets.
The Right Brief
While Deva was a well-known brand in the UK, Methven was completely unknown and progress in addressing that was taking time. In May 2012 The Right Agency was approached to handle the PR for both brands with the objectives of:
The Right Approach
We began a personalised and proactive media relations campaign, re-introducing Methven to key journalists and titles through a series of one-to-one meetings, alongside a media pack highlighting key products, features and spokespeople.
A carefully structured programme of new product releases, feature responses, authored opinion articles and award entries helped to quickly establish Methven a significant player in the shower and tap marketplace.
For Deva the campaign focussed on engaging with plumbers and installers to gain insight into their world. A partnership with findafitter.com allowed us to survey these tradespeople on the challenges they faced and put together a campaign which helped to support them in addressing their own marketing needs, while positioning Deva and Methven as caring brands.
The Right Results
In two years we achieved 329 pieces of dedicated trade coverage in key target publications such as KBB Review, Essential Kitchen Bathroom Business, Kitchens & Bathrooms News, Showhouse, Housebuilder, Designer KB Magazine, Installer, Builders Merchants News PHAM News, etc.
Methven was also shortlisted for two prestigious product innovation awards and our media coverage generated an average of 15 direct reader enquiries per month. We supported Methven UK CEO, Steve Lee, in a number of speaker opportunities, including the UK Water Efficiency Awards. Perhaps most importantly Methven has grown its presence in merchants and independent retailers.
Product Manager Vickie Newsome said: “It sounds like a cliché but we need to ensure any agency becomes an extension of the internal team and that we are all working together to get the best from our limited marketing budget. The Right Agency delivered from day one, they have extremely good contacts and relationships with the KBB, merchant and installer press and we have had a number of competitors comment on the quality of Methven’s PR.”