Results
The Goal
When Jeff Baker opened his professional appraisal and consulting business he needed to get the word out. He also was intent on distinguishing himself from others in the field that focused solely on liquidations. Baker’s expertise lies more in the handling of high-end estates. This was a critical part of his messaging.
The Strategy
We waited until the perfect job came along and then invited the market’s leading lifestyle magazine to follow Baker as he took on the task of appraising, distributing and eventually selling all the contents of a huge, well-known estate. We also positioned Baker as an expert/source for stories dealing with downsizing, appraisals and liquidations.
The Results
The first placement secured for Baker exceeded all his expectations: A 6-page spread in the market’s leading lifestyle magazine. The story detailed how Baker managed the complete liquidation of an expansive estate that was a well-known showplace in the community. Family members weighed in on how the work Baker did made a difficult process that much easier for them.
Other placements included a TV story on spotting the real deal when it comes to high-end vintage leather goods and a number of quotes in a newspaper story on the process of downsizing.
