Marshall & Stewart is a luxury British bed retailer with three stores in the London area. Petersen has worked closely with Marshall & Stewart for nearly a decade, delivering all elements of their marketing requirements, ensuring integration and consistency across all marketing channels.
In addition we have worked with the owners and management team to help refine their retail and product offering and point of sale.
Every part of the marketing delivery is measured and evaluated for performance and improvements made where necessary, ensuring the marketing budget is spent wisely and with maximum return. Marshall & Stewart remains an innovate force in the luxury bed market and each Petersen department has had a role in this success.
We were approached to create the brand's advertising launch campaign in the UK press within national homes titles, national luxury titles and London-based community magazines and newspapers. The advertising department worked closely with the creative team to ensure the correct design and imagery were selected to reflect the the luxurious element of the product, without overpowering the launch 'message'. The ongoing campaigns will focus on raising brand awareness, promoting new products, services and each features unique tracking methods to provide measurable results.
Nationally launching the Marshall & Stewart brand required an aggressive PR campaign targeting London press, homes publications, trade titles and the vastly expanding blogosphere. The initial campaign included organising link events with affiliate luxury brands, launch activities and an announcement campaign followed up by product reviews.
Currently, several streams of PR exercise run concurrently, with proactive and reactive campaigns supported through social media activity and guest blogging.
The PR department is also responsible for all brochure, web site and video script writing.
Petersen manages the social media campaign on behalf of Brent Cooper – owner of Marshall & Stewart. Twitter activity focusses on Brent's role as the brand's resident bed expert, and is utilised for B2B communication and journalist liaison in connection with the Petersen PR department.
Marshall & Stewart required a interim brochure which could be distributed during the brand launch process. It was vital that this, like the advertising, reflected the luxurious nature of the products, so this process began with a photography shoot to capture the unique manufacturing process. Once the content had been written by our in-house copywriter, and the creative approved, the project manager worked with printers to source and select the appropriate stock.
Alongside the brochure, the print campaign includes point of sale, stationery and national direct mail campaigns to promote the brand launch and the unveiling of the inaugural Diamond Collection of luxury beds.
How a client's brand is represented across all platforms is very important. With Marshall & Stewart, we wanted to ensure the look and feel of the website closely represented that of printed materials as well as advertising and PR coverage. This was achieved by the use of inspirational lifestyle images throughout the site, leading the user through the website with a natural conclusion on a product page.
As part of a national advertising campaign for Marshall & Stewart we created a customised landing page on the Marshall & Stewart website which was linked from URL's and QR Codes on the adverts. This landing page also featured a video created by Petersen which has also been released on YouTube. All visits to landing pages on the website are tracked to measure our clients ROI.