Everything You Need To Know About PR For Home And Interior Brands

THE HOME AND INTERIOR INDUSTRY – A SNAPSHOT

The interior and home décor space in Dubai is one that is fast-moving and constantly seeing new trends, concepts, and brands entering. With changing trends, and styles and an increasing consumer desire to have their individuality reflected through their interior spaces, interior design and home organization have evolved into a tool of self-expression. In such a dynamic industry it can be very easy to get lost amongst the noise. However, this can be tackled with the right positioning in the media. The main goal of Public Relations for home and interior brands is to position these brands and highlight how they fuse both style and functionality by highlighting their Unique Selling Points.

TOP TIPS FROM A DUBAI PR AGENCY

As a Dubai-based PR Agency, POP Communications has worked with numerous home and interior-focused brands using customized strategies to generate optimal results.

Here are our top tips for aptly positioning a home and interior-focused brand:

1. Tailor content to align with trends: While crafting a PR strategy for interior and home brands it is essential to have an idea of all the happenings within the space. Understanding current interior trends and news can help craft content that is more noticeable to the media. Whether it be Pantone’s color of the year, any new interior styles, or the current fuchsia wave unleashed by the Barbie movie, adapting your brand’s offerings to suit trends can ensure increased opportunities to secure coverage.
2. Address health aspects when possible: If your product offerings have unique health aspects, i.e., if they are made with organic / recycled materials, if they are hypoallergenic, resistant to UV rays, etc. these aspects can be worth highlighting. This is because today more consumers are more concerned about the long-term health impacts of the products that they use regularly and communicating any efforts taken to ensure minimal adverse effects could be a motivator for many consumers.
3. Sustainability: In a similar vein, including any sustainable efforts of your brand can also be a great way to stand out. However, care must be taken to ensure that the brand’s sustainable efforts are communicated in an honest and straightforward way, and taking care to avoid greenwashing.
4. Events: Hosting targeted events is a great way for key tastemakers to connect and experience the different offerings available. With home and interior brands, gifting may not always be a viable option logistically and a targeted and well-thought-out event gives an opportunity to different industry figures, media, and influencers to build new relationships.

POP Communications has worked with a number of home brands and combining the above measures with custom strategies to generate results in the form of PR value and reach, and in turn brand awareness and sales respectively. By working with prominent Interior brand Chattels and More for over a period of 3 years, we were able to generate a PR value of over $9 million, from roughly 400+ and 1000+ media and influencer placements, respectively, along with a reach of 29 million. Yet another example is the home furnishing brand PAN Home. POP Communications collaborated with PAN Home for their rebrand event. The rebrand event saw the attendance of 100+ media, influencers, and industry figures and generated a PR value of over $500k.

To conclude, while the home and interior space may seem saturated and hard to stand out in, emphasizing your brand’s unique offerings. When gifting is not viable, utilize events to give key tastemakers and opinion leaders a chance to experience the product. Highlighting sustainable and health-related characteristics, and keeping up with interior trends are other ways to make your brand’s voice heard.