The last showroom opening I worked on, for a European kitchen brand, slipped by almost a year because of building permits, construction issues and one delay after another. Every time the date moved, the PR plan moved with it, and we spent months in a holding pattern.
That’s not unusual, and it points to the first reason so many brands waste their showroom opening as a PR moment: they hang too much on it.
Don’t make the opening your whole PR plan
If you want media to cover your brand, you can’t rely only on the opening date. Keep telling your brand story through product news, expert commentary and trade outreach while the showroom comes together, so you stay visible whether the doors open on time or not.
It’s a bigger deal to you than to editors
For your brand, a showroom opening is a real milestone, but editors have seen dozens and dozens and dozens of showrooms open. To them, a showroom is mostly a new store location, and on its own that has limited news value.
What they do care about is your brand being new in the market and the products and services you bring with it, so lead with that story and let the showroom be the backdrop.
Realistically, you can expect coverage from local trade, local business and local design media, which is well worth having. Just keep in mind that you’re one of many showrooms they’ve covered, and the details are what will set you apart.
Editors won’t come, but the ad reps will
This is where expectations and reality tend to split.
When I was at Kohler, I went to showroom openings across the country, from Boston to Kansas City to LA to Dallas, and we always had media at those events. But Kohler was a big, established name in those markets, which makes a real difference. A brand that’s new to the market doesn’t have the same pull.
Location matters too. In big media markets like New York or LA, some editors may attend, but elsewhere it’s much harder. Leaving the desk is a real time commitment for an editor, especially if travel is involved, and they can usually get the information and images they need in an email from your PR team. Unless you have a draw, like a panel discussion or a well-known guest, most won’t make the trip.
The people who are more likely to show up are from the publishing side, the ad and sponsorship sales reps. They’ll be happy to meet you, but that isn’t coverage, so plan your event knowing who’s actually likely to walk through the door.
Send editors what they need
Since most of your coverage will come from what you send rather than who attends, put together a detailed press kit that explains what the brand is about, what the showroom is, which spaces are inside it and who they’re for. The more specific you are, the better.
Hire a professional photographer and have photos of the space ready by the opening. Most media want images of the showroom without people in it, and without them many outlets won’t run the story at all. Photos of the event and the guests are useful too, especially for your social media, newsletter and other marketing materials.
Finally, make sure your executives are there. Their presence shows commitment and presents the brand in its best light.
Small and exclusive, or big and open?
Some brands like to keep their opening small, with VIP guests and a few brand partners, while others go big and invite designers, architects, builders and just about everyone in between. There’s no right or wrong way to do it. It all depends on your budget and your goals.
Planning a showroom opening? We’re happy to talk through what a right-sized PR plan could look like for yours.
FAQ
Do media cover showroom openings?
Sometimes, mostly local trade, local business and regional design media. National coverage usually takes a bigger brand story or a strong draw at the event.
When should PR for a showroom opening start?
Early, but keep the plan flexible. Openings are often delayed, so keep your brand visible even if the date moves.
What should a showroom opening press kit include?
A brand overview, details on the showroom and its spaces, who it’s for, professional photos of the space and press contact information.
Do editors attend showroom openings?
In big media markets, some may. Most editors prefer to get the information and images by email, especially if travel is involved.
