Teknion: Showcasing the incomparable Contessa task chair
The spreadsheet tells the story
To position Teknion’s new Contessa ergonomic task chair as the best in its high-end market niche, and to get press hits in mass-market as well as trade journals, we created a media kit that explained to a non-specialist audience why the chair was newsworthy.
The media kit included a backgrounder called the Contessa Comparator, a spreadsheet listing, along the left edge, every parameter pertinent to evaluating a task chair, and along the top, column headers for the Contessa and its competitors: Allsteel #19, Haworth x-99, Herman Miller Aeron, Humanscale Freedom, Knoll Life and Steelcase Leap.
Behold! On the chart, Contessa had a solid row of “X”s; the other chairs were hit or miss. The Contessa Comparator proved so successful that Teknion sales reps use it as a marketing tool.
Above, the Contessa Comparator, a backgrounder in the Contessa media kit, which subsequently served Teknion’s A&D sales reps as a marketing tool.
We won press hits in:
Canadian House and Home
The Globe and Mail (2x)
IDSA (Industrial Designers Society of America) Innovation
Monday Morning Quarterback (MMQB) (cover story)
Officeinsight (Text by David Lasker Communications)
Below, media coverage, page one only
Feature story in Award
Feature story in Canadian House and Home
Feature story in the Financial Post section of National Post exhorting readers to “Get it” (Teknion’s Contessa) and “Forget it” (Humanscale’s Freedom).
Coverage in The Globe and Mail (2x)
Cover story in Monday Morning Quarterback (MMQB)
Feature story in Canadian Business
Feature story in Driven
Feature story in The Globe and Mail (1x)
Feature story in IDSA (Industrial Designers Society of America) Innovation
Feature story in Officeinsight (text by David Lasker Communications)
David Lasker Communications
Banner photo: Pendant lamps reflected in the mirrorized ceiling at Table Rock House Restaurant, Niagara Falls, Ontario, by The Ventin Group Architects (+VG) and Johnson Chou Design, copyright © David Lasker Photography.