An article in the Wall Street Journal featured photos and a story about over the top closets that cost $100,000 or more. Most closet system companies and other building product manufacturers don’t see this as relevant to their business. They are wrong. Stories like this draw attention to the product category.
In today’s world, many times, it takes the outrageous to get people’s attention. Even though they will never buy a $100,000 closet, the article got them thinking about closets. That thinking may lead them to a big box for a purchase or to a closet dealer to improve their closet. Many of these are sales that would never happen if they hadn’t seen that article and started thinking about closets.
Many other companies can and should use this approach. Rather than have their PR team focus just on their products, they should have them focus on the category. A door manufacturer should be trying to get the media interested in stories about unusual doors, even if their products are not featured.