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case studies |
| The Challenge |
| Hitchcock Fine Home Furnishings, a heritage-rich 180-year-old New England furniture manufacturer and retailer, was sitting on a well-kept secret - the annual Limited Edition Hitchcock Christmas Chair. Although the handcrafted chair had become a classic collectible, the company relied on repeat orders from a select group of customers resulting in flat sales. Hitchcock needed to create a resurgence of interest and a revival of energy for the brand. The Kotchen Group was retained to polish off the dusty chair in time for the holiday shopping season. |
| The Solution |
| To enhance visibility, The Kotchen Group executed three simultaneous campaigns. The Gift Campaign focused on national syndicates to achieve multiple placements in holiday gift stories. For the Collectibles Campaign, the contributing editor of Collector's Mart magazine was identified to publicize the Chair in a national television campaign. Additionally, an Artist Campaign was implemented for regional media in an effort to glorify the Hitchcock stencil designer as a master New England folk artisan. |
| The Results |
The Hitchcock Christmas Chair appeared in more than 125 Associated Press holiday stories, reaching more than 2.5 million shoppers. Calls to the Hitchcock 800# and in-store sales of the Chair rose more than twenty percent in weeks preceding Christmas. The Collector's Mart editor appeared live in ten major television markets and on CNN introducing the Christmas Chair nationally, and reaching 3 million viewers. Efforts to promote Hitchcock's artist garnered more than 1.5 million regional print and television impressions.
Hitchcock's Christmas wishes came true! |
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