Challenge:
Simon Pearce is a brand synonymous with exquisitely hand-blown glassware, pottery, tabletop décor and top-rated restaurants. With a history and awareness that extends more than three decades on the East Coast, LCI was charged with building brand and product awareness throughout the West Coast and driving traffic to new retail stores opened in San Francisco and Costa Mesa.

Strategy:
To achieve this goal LCI developed a plan that focused on a first-ever West Coast media tour introducing Simon Pearce to top-tier West Coast (and national) media, significant outreach to expand upon editorial coverage, exposure to the design trade, creating introductions and in-store events with key influential non-profit organizations, holiday gift guide outreach and a DJ Tour. In addition, LCI focused on positioning Simon Pearce as a leader in high-end hand made artisan glass and pottery and personalizing the Simon Pearce story.

LCI’s strategy for implementing and executing the West Coast media tour was to raise visibility of both Simon Pearce the company and Simon Pearce the man. LCI introduced Simon Pearce as both a brand and individual to top media who cover food, home, travel and bridal. Targeted outreach and story introductions have created a foundation for further communications and results.

Simon’s visit to the West Coast allowed LCI to introduce his brand and products to dozens of journalists who did not yet have the store on their radar. LCI’s early-morning radio tour, (“Beer for Breakfast”) allowed LCI to meet and introduce drive-time radio producers, disc jockeys and a younger target audience who had not previously been familiar with the brand or stores.

Results:
Journalist from national, regional and local markets not only featured Simon Pearce’s luxury products but also met with Simon Pearce himself during the West Coast media tour in San Francisco and Costa Mesa in November, 2007. As a result of print and broadcast placements, local events, and introductions made, LCI helped drive traffic to the Simon Pearce retail stores in San Francisco and Costa Mesa.

Simon Pearce received a 32% increase in sales in San Francisco during the month of November, as well as increased sales in Costa Mesa, an increased numbers of shoppers and name recognition.

Top tier media coverage and interviews included placements in Bon Appetit, Los Angeles Times, San Francisco Chronicle, California Home and Design, Orange County Business Journal, KGO-TV’s “View from the Bay” (ABC, San Francisco), OC Bride, The Windy City Times and Glam.com.

In addition, LCI instituted successful partnerships with Meals on Wheels (Northern California) and ASID (Southern California), introducing Simon Pearce and hosting in-store events in the region. These activities introduced the brand to like-minded charitable partners whose own constituents are prime Simon Pearce targets.