Zoroufy

Based in Madison, Wisconsin, Zoroufy Stair Rods is a designer, manufacturer, and importer of quality stair rods and decorative carpet accessories. The company is the world’s largest brand name of stair rods and related accessories, with a focus on quality, world-class customer service, and investments in fashionable and innovative designs. Zoroufy products are sold exclusively through select retailers around the world.

The Challenge

Because Zoroufy makes niche, high-end products for the flooring and home decoration industries, PAN was challenged with garnering editorial trade and consumer coverage for the company. In addition, Zoroufy wanted to gain name recognition within their local business community.

"Through their continuing efforts, PAN is building our brand awareness in the trade, consumer, and local business press."

Patty Gadner
Special Accounts Manager

The Approach

Drawing on the firm’s expertise in the home trade outlets, PAN devised and issued two news releases announcing Zoroufy products, including their elegant Dynasty Stair Rod collection, along with a new line of wall hangers to display rugs, tapestries, and quilts. Building on the product announcements, PAN created a feature release that stressed the importance of staircases as a major home design feature and offered tips by Zoroufy experts for choosing runners and stair rods to properly showcase a home’s staircase. An accompanying graphic made it easy for publications to publish the tips while showcasing Zoroufy’s products.

Simultaneously, PAN also pitched the company’s business story, detailing their growth and innovation.

With this diversity of angles, PAN conducted outreach to the top flooring trades and consumer outlets, as well as Wisconsin-area publications.

The Results

PAN was successful in hitting the target goals with the trade publications, consumer press, and local outlets. In the critical trade press, PAN secured coverage in Floor Focus, Home Furnishing News (HFN), Qualified Remodeler, and Rug Insider, among others. On the consumer front, Zoroufy anticipates coverage in the following long lead outlets: Quilting Professional, Romantic Homes, and Style at Home Magazine.

On the homefront, PAN scored a feature story on the company in the Milwaukee Journal Sentinel that prominently discussed the company’s leadership position and mentioned that the products have been used in movies (including Mrs. Doubtfire) and most recently, at the White House. The story also quoted several of retailers of Zoroufy products, who described the responsiveness of the company.

Zoroufy has been thrilled with PAN’s efforts to date. They are confident that the vertical trade press will help them to attract new dealers and they also are beginning to see the consumer press coverage create demand and build excitement for their products.