Herman Miller

Mapping and Activating Communication in other countries

Nova Aeron

HM América Latina

Objective: Initiating a dialogue and the brand’s relationship with the market of three countries selected by the client: Chile, Colombia, and Guatemala. The press was one of the priority publics.

Strategies: Marqueterie developed a plan to map and diagnose Herman Miller’s awareness level and the communication flow in each country, in addition to identifying opportunities to approximate and interact.

Visiting the three markets: agenda with the local press, visits to dealers, approximation with Herman Miller’s regional executives and visits to the competition.

Planning the communication and relationship with dealers and press.

Including Latin American journalists in the annual Press Trips to the headquarters in Zeeland, Michigan, USA, for immersion and to increase their knowledge of the brand.

Communicating with the local press, to initiate and drive frequent conversation about the brand: pitches, congratulatory notes and gifts on special occasions, such as birthdays and holiday season.

Commercial and editorial partnership with Plataforma Arquitetura in Chile, and Achdaily in the rest of Latin America.

Challenges: The physical distance between Brazil and these countries was a concern, but the trip and the frequent communication made the process smoother.