At the Pulse of the Industry
Premium brand launch and store event concept for Richter+Frenzel
#SOCIAL MEDIA
#CONTENT MARKETING
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#COPYWRITING
Für das Unternehmen Laminam erarbeitete unsere Agentur einen strategischen Contentplan, der die Design-Kollektionen und Referenzen des Keramik-Herstellers in zielgruppenwirksame Inhalte transferiert.
Richter+Frenzel, the renowned bathroom and sanitation specialist, is pushing ahead with its development programme in 2023 and presenting a premium brand for the first time. This is the result of many years of retail expertise and close contact with end customers and planners. The well-connected wholesaler is also positioning itself in a highly competitive market segment with a new store concept at the end of 2023. This will take professional bathroom planning to a new level with innovative presentation formats and numerous service benefits for the two target groups of end customers and interior designers. Our role is to provide integrated communications advice on the repositioning, as well as the conception and implementation of all accompanying press, social media and events.
From trade fair to store opening: Richter+Frenzel sets new standards in bathroom design
At the RIFA in Nuremberg, Richter+Frenzel presented the new premium brand FOR to journalists and partners.
Richter+Frenzel launched its new premium brand FOR with a sophisticated presentation at the RIFA in-house trade fair in Nuremberg. The task of our PR agency was to strengthen the emotional presentation of the products as part of the extraordinary trade fair stand through targeted PR measures. In one-on-one meetings with our network, we were able to win over strong press voices in the industry for the premium brand and thus anchor the brand's innovative strength in the perception of the press. The innovative Baths & Wellness Store, which R+F opened in Dorfen just a few weeks later, is a logical continuation of this development strategy. Richter+Frenzel's vision here was to present bathroom planning as a comprehensive spatial experience. With a brilliant opening event, we as an agency succeeded in emphasising the added value of the store concept not only to the press present, but also to the discerning audience of planners and interior designers. Lifelike visualisations arouse the viewer's emotions and create associations with one's own home.
We brought the store to life with our event concept. Two renowned stylists artistically transformed several rooms into private retreats and extras played humorous roles in individual bathrooms as performance highlights of the evening. The special challenge was to maintain the emotional connection to the products and the new store concept with its innovative services in each artistic staging. The official opening was an outstanding event with live music, exquisite catering and artistic productions.
Media response and brand loyalty through skilful event design
The event received extensive media coverage. The staging and artistic elements prompted the press in attendance to report extensively on the event. The event not only strengthened Richter+Frenzel's position as an experienced, visionary partner and innovative player, but also created a first bond with the visitor groups. The lively atmosphere and unique staging created lasting impressions and stimulated intensive discussions. The artistic presentation of the bathroom as a living space contributed significantly to the desired brand perception. Customers experienced the R+F brand not only through the products, but through a holistic experience.
The new FOR brand is the result of an extensive development phase at Richter+Frenzel.
Behind the scenes: Creative content strategies for a sustainable event presence
During both events, the agency created striking image and video material for press relations and social media. In the event concept, the filming of the extras was already taken into account in the scripts. The roles were developed in such a way that they could be used not only on the evening itself, but also as entertaining content in the following months, e.g. on Instagram. In addition, interviews with staff were conducted on the day of the event and used for advice content on Instagram and LinkedIn.
As part of the opening event, we created content for social media with the store's employees.
Our client
With more than 125 years of company history, Richter+Frenzel is one of the experts in the field of sanitary and air-conditioning technology. Every day, 4,700 employees at around 190 locations offer their expertise, outstanding service and personal commitment to private individuals, local authorities, investors, planners, architects and specialist tradesmen. The Richter+Frenzel Group is organised into four divisions: Building Services, Civil Engineering, Project and Contract Business and Tool Trade. This diverse structure enables Richter+Frenzel to offer comprehensive solutions, while at the same time driving innovation and commitment in various sectors.
Further References
Strategische PR -
Von der Vision zur Realität
Seit 2018 konzipieren wir PR-Maßnahmen für den renommierten Münchner Leuchtenhersteller Ingo Maurer. Als langjähriger Wegbegleiter der Unternehmerfamilie mit tiefem Verständnis für die Unternehmenskultur und unserer jahrelang gewachsenen Expertise in der Lichtbranche brachten wir viel Leidenschaft für diese anspruchsvolle Aufgabe mit.