How to Sell More Furniture with an Integrated Marketing Campaign

Lauren Hart

Lauren Hart About The Author

Nov 23, 2021 10:39:00 AM

 

How to Sell More Furniture with an Integrated Marketing Campaign

Between the increasing number of renters in today's market and the challenge of standing out in a crowded industry, furniture companies have their work cut out for them. This is especially true for small, lesser-known furniture companies with just as great of quality furniture at an affordable price — but can't get the word out over big names that have the money to speak louder.   

Since the significant drop in sales during the beginning of the pandemic, furniture sales have been steadily rising. In fact, sales have hit as much as 12.12 billion in April 2021 and 12.13 billion in May 2021. So, the demand is there — you just need to get your furniture company heard over all the noise.  

Solution? An integrated marketing campaign. For inspiration, here are some effective Gulf Coast marketing strategies for furniture stores. 

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What Is an Integrated Marketing 
Campaign?  

An integrated marketing campaign refers to the strategy of using multiple marketing channels (i.e., cross-channel marketing) to reach your target audience with your message while keeping their experience at every touchpoint consistent and cohesive.  

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Coke's 'share a coke with' campaign is a great example of a successful integrated marketing campaign. The brand used unified messaging across TV, Social, Outdoor and Display leading to a 7% uplift in Coke consumption by the target demographic, making it one of the most successful Coke campaigns in history. 

What Marketing Tactics are Most Effective in an Integrated Campaign?  

Consistency is key to reaching and resonating with the right consumers today — which is why integrated campaigns are so successful. According to Forbes, 69% of U.S. consumers shop more with brands that offer consistent experiences in-store and online, and 71% of consumers want a consistent experience across all channels (only 29% say they actually get it).  

Get started with the most effective tactics in an integrated campaign: 

TV  

As of right now, TV still has the largest reach of any other marketing channel. While hyper-targeting is much more popular in today's marketing, it isn't easy to reach a large audience while narrowing your reach. Fortunately, you can get your message to more people with TV and follow it up with a more targeted approach in digital like social media, email, display ads, etc.  

Digital  

No matter what your other marketing channels are, digital advertising can be genuinely beneficial in lending you a hand in getting your message to the right people. If you're following up with a TV commercial, you can use digital to re-target and encourage actions. If you sponsor a lifestyle show segment, you can use digital to get more people to tune in or watch/rewatch after. If you're supporting a cause, digital can get the word out to increase donations. 

Lifestyle shows  

Sponsoring a lifestyle show is a great way to reach Gulf Coast locals and increase engagement without breaking the bank. Combined with other marketing channels like email and social media, lifestyle marketing can achieve several marketing goals: increasing website traffic, improving brand awareness, generating high-quality leads, building thought leadership and increasing customer value.  

Email  

Email marketing is so versatile that it can be great for any goal you set in your integrated strategy. It's most popularly known for disseminating content — which is what 87% of marketers use it for — but it can also help nurture consumer relationships (anniversary and birthday emails), personalizing shopping experiences with product recommendations, and making announcements (i.e., new locations, deals/promotions, cause marketing partnerships, etc.).  

Social media  

Social media is a great place to reach and connect with your target audience. The truth is, your consumers want to connect with you on their favorite platforms. Ninety-one percent of people believe in social's power to connect people, and  78% of consumers want brands to use social to help people connect with each other. The report also found that social media is now the number one channel for connecting brands with their consumers.  

Cause marketing  

When done correctly and carefully, cause marketing can increase brand awareness and sales in nearly a heartbeat. As the saying goes, no good deed goes unnoticed, and helping others will help you. Americans prioritize companies that are responsible (86%), caring (85%), advocate for issues (81%), protect the environment (79%) and give back to important causes (73%). 

How You Can Integrate these Effective 
Tactics 

There are several ways you can integrate these marketing tactics into your strategy. However, a few match-ups tend to be favored by most marketers for their efficiency and overall magic together.   

Screen Shot 2021-10-07 at 9.22.19 AMLifestyle shows and social media are great because you can post and share your sponsored segments on social for a larger reach (and a chance to go viral!). Likewise, email and cause marketing work well together because locals must know about it for cause marketing to be successful. Email has more than four billion active users that can be accessed.  

As for digital and TV, the statistics speak for themselves: TV advertising has a 90% reach, and digital allows your brand to target a narrower audience — reaching the 7 out of 10 consumers whose online experiences start with the use of a search engine. 

How Furniture Stores Can Capitalize 

To maximize your benefit with integrated marketing tactics, it is important that you know your target audience inside and out and only use the channels your audience is on. Integrating channels that aren't relevant to your audience can waste more time and money than you have to spare and ultimately damages your marketing potential.  

Working with a media partner is another great way to maximize your potential with an integrated marketing campaign. Partners like Meredith Gulf Coast have a solid understanding of the local population and decades of experience on all marketing channels. You could tap into their knowledge and expertise for guidance on crafting the perfect integrated marketing campaign for you and your brand. 

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Topics: Marketing ROI, Integrated Marketing