Fresh Ideas in Progress
Orchestrating a massive launch for Young America
We just came off a major launch week for Stanley Furniture Company’s Young America brand.
First at a sales meeting, then at the ABC Kids Expo in Las Vegas, we orchestrated the announcement of a significant brand development for the furniture company.
“Retailers and consumers alike can trust what we aim to deliver,” said Stanley Furniture President Glenn Prillaman in his brand manifesto, “and we believe ours can be the most trusted name in infant and youth furniture. Both our brand and our products will stand for something you can get only here….
“What are we promising? We are promising that Young America is ‘The Brand You Can Trust.’”
Bottom line, Young America now manufactures all of its products in its two USA facilities in Robbinsville, NC, and Stanleytown, VA. In order to control quality, choice and customization, safety and its environmental footprint, the company felt it had to control manufacturing.
For twelve months we prepared for the reveal, and when the time came, all guns were loaded.
- A full prototype of an all-new, two-volume, 320+ page catalog system
- An elaborate, full-featured and loaded to the gills B2B website for sales representatives as well as target retailers and members of the press to access for the backstory, front story, photos and much more, including
- A video introduction to the new Young America from the president
- A thorough, “from the show” Twitter feed and new YAMADEINUSA blog
- A four-part benefit story aimed at all audiences in two showrooms and in all literature supporting the launch
- A full court press on the media, which resulted in a cover story in the leading infant and youth trade publication, two articles in the leading general business publication for the furniture industry and a “FIRST” blurb in Fortune Magazine
The company’s transition will run through mid-November, and in the meantime, there’s much to do to execute the plan. But the launch is complete, and, at least for a day or two, we’re catching our breath.
