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Kalencom

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Based in New Orleans, Kalencom is a multi-faceted domestic and international manufacturer of fashionable diaper bags and accessories. More than just diaper bags, Kalencom’s collection also includes accessories such as insulated bottle holders, pacifier pods, changing mats, quick change kits and potty training products.

CHALLENGE

As a multi-faceted domestic and international manufacturer of fashionable baby products and accessories, Kalencom’s target market is new and expecting parents and families with young children. With the baby product industry in North America overflowing with countless competing brands, Avalon’s challenge was to solidly position Kalencom as the trusted market leader.

As the brand was established, Avalon worked to introduce the expanding product line in order to drive continual consumer awareness and acceptance while supporting the retail channel with meaningful product coverage.

STRATEGY

In order to differentiate the brand from others on the market, Avalon developed powerful messaging to communicate the brand and features of the product line. The team then aggressively targeted appropriate media by introducing them and educating them on the brand in order to secure consistent coverage of the product line. As new products were introduced, we launch those while maintaining focus on driving interest of the existing product line. The goal of the PR program is to create overall brand awareness in order to facilitate consumer acceptance and drive sales.

RESULTS

Avalon’s results have helped to establish Kalencom as a respected leader in the baby product market. Consistent media coverage is generated on a regional, national and North American level. In addition to countless media mentions throughout the trade and regional press, major magazine coverage has included Baby Talk, Parenting Early Years, Pregnancy & Newborn, Oh Baby!, Working Mother and others. Kalencom is currently positioned for growth in North America, Europe and South America.

Child Baby and Maternity Expo

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Challenge

How do you educate the American Baby Product Industry on the International Opportunities for Business Growth?

Strategy and Objectives:

CBME, Child Baby and Maternity Expo of China came to Avalon Communications seeking Public Relations, Marketing, and Event Planning for a Business Seminar to be held at the ABC Expo in Louisville, Kentucky. The main challenge was time – with less than 6 weeks to research the attendees of the ABC Expo, Avalon’s main objective was to assist CBME in the translation and promotion of their exhibit at the Expo in order to attract ABC Exhibitors to the luncheon to learn more about the CBME Expo offered in China as well as other international locations.

While Avalon Communications niche is Consumer and Trade Media, we also specialize in event planning. With this fast and furious campaign, we had several objectives, including Event Planning, where we created a budget, secured a location for the luncheon, finalized the menu, secured bi-lingual interpreters from across the country, secured an event photographer, finalized the luncheon program and acted as the liaison between any vendors for the success of the event. Avalon Communications also facilitated onsite marketing of the luncheon to the attendees and exhibitors of the ABC Expo and coordinated social media to create buzz around the event to the attendees of ABC.

Results:

In only 4 weeks, Avalon successfully planned and executed the legwork for the team in China and secured nearly 100 RSVP’s to the U.S-based luncheon. By driving awareness of CBME and cultivating media relationships at the Expo, Avalon broadened CBME’s relationship with the ABC expo planning committee and solidified the partnership for the following year. Additionally, Avalon’s efforts effectively opened significant national and international opportunities with American companies in the baby/children’s industry for future years.

Bambooee

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Challenge

To launch a new, emerging brand and product line in the U.S. and Canadian marketplace.

Strategy

Bambooee came to Avalon with a limited understanding of how Public Relations would support the extension of the brand and product line in the consumer market place. Avalon implemented a targeted strategy throughout the U.S. and Canadian consumer media to communicate the benefits of using the reusable, washable Bambooee product.

The strategy was two pronged in its approach. First, Avalon launched the brand and products as must-have component to any home and kitchen. Second, Avalon actively targeted health and environmental media for coverage of the brand and product as an important component to preserving the environment. By coordinating the official brand launch with Earth Day, Avalon was able to effectively pursue both opportunities for exposure at once.

Results

Avalon’s efforts throughout the 18 month program to date have solidified the Bambooee product line in the consumer marketplace in the United States and Canada. By driving media awareness of the product line and driving sales to key retailers including Williams Sonoma and Costco in the U.S. and Giant Tiger and Sobeys in Canada, Avalon supported Bambooee’s sales efforts to expand the brand’s reach into the retail chain while also increasing overall consumer acceptance.

To date, Avalon’s efforts have generated hundreds of media impressions for the Bambooee product including national exposure in Good Morning America, Oprah.com, USA Today, Chatelaine, Woman’s World, Veg News, Parenting Magazine, Natural Health, Delicious Living, Modern Dog, City Style & Living, AM New York, Indianapolis Star, Cincinatti Enquirer, Sacramento Bee, Kentucky Enquirer, Seattle Times, and others.
Environmental and trade coverage are also very instrumental for Bambooee and Avalon’s successes have included placements in Natural Foods Merchandiser, Whole Foods Magazine, Natural Awakenings, Organic Authority, Tree Hugger, Envirothink, Center for a Better Life, New Hope 360, Record Searchlight and others.

Recently, the Avalon team has been focused on generating broadcast TV exposure for the brand and in addition to Good Morning America, coverage has included Fox 25, Fox 31, Fox 5, New Day, Morning Blend, King 5 and others.

Ready to talk about driving exposure for your brand and products? Contact us today