IKEA

The Challenge

IKEA is the world’s leading home furnishings retailer, with some 30 stores in the United States. Despite its enormous popularity in the markets in which it has stores, IKEA remains relatively unknown in other locations. The challenge IKEA faces is similar to one many businesses face: how to convey to local news media that an IKEA store opening is newsworthy and not merely a “free advertisement.” Not only do reporters have to be persuaded that a store announcement should be covered, but they have to be persuaded to cover the subsequent groundbreaking. Another challenge is to position IKEA with the media and the general public as distinctly different from other large scale retailers.

APCO was retained to generate news coverage surrounding store announcements and groundbreaking ceremonies in West Sacramento, California; Portland, Oregon and Draper, Utah.

The Solution

APCO developed and executed a media strategy for six individual media events (store location announcements and groundbreaking ceremonies) in three markets.

To ensure that news of the IKEA milestones was maximized, APCO promoted the economic benefits and jobs that an IKEA store generates – maximizing the company’s reputation as a regional draw and an employer of choice. Our plan coupled rapid response tools, such as pre-announcement messaging for reporters looking to break the story, with day-of execution essentials such as news advisories, press releases, media outreach and interview coordination.

APCO managed the development of target media lists, as well as press kit materials, including fact sheets, brochures, store renderings and B-Roll for broadcast media. APCO was also responsible for all logistical aspects of the events, ranging from the organization and management of vendors to the assembly of IKEA’s “flat-packed” furniture, which was used to stage several of the events.

The Result

APCO’s media strategy and tactical support helped IKEA secure coverage by all major English and Spanish-language television stations in the Portland, Sacramento and Salt Lake City markets; stories in every major print publication, including the Oregonian, Sacramento Bee and Salt Lake Tribune, as well as small daily and weekly newspapers; and coverage by numerous radio outlets – more than 150 media hits total.

The successful media coverage from these events helped to create a buzz within the market in anticipation of the openings of these IKEA stores.

Services Provided

• Creative services
• Government relations
• Internal communication
• Media relations
• Online communication
• Positioning

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