Limited demand, falling exports, high inflation and financial problems. The Polish furniture industry is facing many challenges that require effective strategic action. In the face of difficult market conditions, well-thought-out PR activities are becoming an important tool for building a positive brand image. This is because research shows that brand opinion is one of the most important factors when choosing furniture. What should PR activities at a furniture company look like in order to bring the expected results? This is discussed below.
Is the furniture industry in crisis?
Until recently, the Polish furniture industry was booming. Between 2010 and 2019, the sector's average production growth rate was more than 7% per year and clearly exceeded the dynamics of the entire Polish industry (approximately 5%). The industry was not affected by the pandemic crisis; on the contrary, production and sales remained high. In 2021, Poland was the fourth largest furniture exporter in the world, reaching a share of 5.4%.
The successful start to 2022 gave hope for a continuation of the good run. Unfortunately, today the situation is no longer so optimistic. The furniture sector is being hit hard by changing consumer trends. Following the end of the pandemic, households have significantly reduced their spending on durable goods, and the effects of inflation and the housing crisis, compounded by the conflict in Ukraine, have been an additional blow. CSO data shows that in the first half of 2023, the production of wooden kitchen furniture decreased by 20.6% compared to the previous year, while seating furniture decreased by 17.7%. Poland also dropped to sixth place in global furniture exports, which shows how strongly the sector has been affected by the current challenges.
In a challenging market environment, public relations activities are gaining importance to help furniture companies stay in business by effectively creating an image, increasing visibility and building trust among customers.
How to plan PR activities in the furniture industry?
There is no one-size-fits-all path that furniture companies should follow to achieve success. The direction of public relations depends on various factors. On the company's business objective, target group, brand positioning, market trends, competitors' activities, brand values and the communication channels chosen. PR activities can include, among other things, communication with the media and consumers, organisation of events, or cooperation with architects or influencers.
Public relations, unlike marketing, focuses on building long-term relationships with the company's environment - the media, customers and business partners. Well-planned PR campaigns help a furniture company to stand out from its competitors. They also create its image as a trustworthy brand that cares about its customers' needs.
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Media relations, or why does building relationships with the media matter?
Sending press releases to trade and national media is one of the basic PR activities. In the furniture industry, media relations focus on reporting on product news, innovative solutions or the introduction of new technologies in production. They include regular cooperation with editors and journalists who cover interior design, design or business. Media relations is a tool for increasing a brand's visibility in information channels that are key to this target group.
One example is a press release about the launch of a new collection of eco-friendly furniture made from renewable raw materials. Such PR activities reinforce the brand image as an innovative and socially engaged company. To increase the credibility of such a message and make it more personal, it is worth supplementing it with quotes from industry experts.
How to conduct PR activities in the furniture industry online?
In today's digitised world, it is impossible to conduct good PR activities without a well-thought-out online strategy. Marketing and public relations in the furniture industry is all about well-thought-out activities on social media, such as Instagram, Facebook or the recently popular TikTok. It is extremely important that these are indeed activities, as an online presence alone is not enough to reach potential customers, gain their trust and implement a public relations strategy.
PR campaigns across these channels can focus on building a connection with audiences through engaging content, inspiring interior design photos and advice on furniture choices. It's also worth considering working with influencers to showcase products in their home space - a good way to boost brand credibility and capture the attention of potential customers.
Content marketing is also of great importance. High-quality content, i.e. blog texts, interior design guides, allows a furniture company to demonstrate its expertise and establish itself as an authority in the industry.
What else can be done: examples of PR activities
PR activities for a furniture company can also include participation in trade fairs or organising in-house product demonstrations. Trade fairs are an excellent opportunity to establish direct relations with customers and present the advantages of the products on offer. In-house shows, on the other hand, build a positive brand image and attract media attention.
CSR campaigns that emphasise a company's responsibility towards the environment and society can also be helpful. CSR campaigns, such as planting trees for every product sold or using environmentally friendly raw materials, are of great importance today. Companies are aware that the environmental awareness of society is increasing. This is a good way to reinforce a brand's image as one that cares about sustainability and environmental protection.
Thoughtful PR activities are the key to success in the furniture industry. A well-thought-out public relations strategy helps to build brand awareness and attract new customers. However, it is worth remembering that any public relations activity should be consistent and in line with the company's values.