While it's true that furniture companies have vast opportunities to benefit from right now, there's also no denying that there is a challenge the industry faces that can make it difficult to take advantage of the occasion.
There are LOTS of opportunities to capitalize on:
There are a couple of challenges furniture companies may face:
The solution? An integrated marketing campaign. According to Internet Retailing, consumers not only interact with brands across an average of 20 channels but expect every experience with a brand to be consistent. Integrating your marketing strategies and tactics ensures that every brand/consumer touchpoint is positive, consistent, and representative of the brand as a whole.
Here is what you need to know about integrated marketing campaigns and strategies for furniture stores to implement.
This consistency in experience and increase in communication with consumers brings a host of benefits to your brand:
Not just any integrated campaign will set you apart from the competition. You want to use the most relevant and successful marketing tactics in your campaign, integrating them to attract and appeal to the right consumers. Let’s take a look at some of the most effective.
TV has always been a dominant marketing tactic and is here to stay. While over-the-top (OTT) services have impacted traditional TV preferences in the last decade, the transition has only led to a more meaningful integration. In fact, many consumers enjoy both linear TV and OTT. TV Tech reports that as many as 79% of TV households are subscribed to both traditional and OTT subscriptions.
Likewise, digital pairs well with just about any other marketing method in your campaign. Due to the global adoption of the internet — with more than 4.66 billion active internet users worldwide (59.5% of the global population) — digital can be great for reaching your audience as an effective follow-up to initial exposure to your brand message and allows you to target those already in the purchasing funnel. It also allows you to access to consumer data to guide all of your marketing efforts.
Keeping in mind the importance of personalization, email marketing offers you a unique opportunity to reach out to consumers who opted in to receive your messages and engage with your brand. Considering there are more than four billion daily users to connect with on email, the sky is the limit. Even better, it pairs well with every other marketing tactic since it can be used as a way to build and strengthen your relationship with consumers while presenting them with important announcements and tips.
People want to connect with brands on social media, so it's a great place to attract and direct users to other marketing channels and actions. According to HubSpot, not only is more than 53% of the world's population on social media, but each person spends an average of 2 hours and 25 minutes on social media platforms. What's more, 54% of social browsers use social media to research products, and 82% of marketers repurpose content from other marketing channels across various social media channels.
Any furniture company can benefit from integrating a well-planned and executed marketing tactic into its campaign. Consumers prioritize companies with a strong purpose, especially when that purpose makes a difference in the consumer's community. So, when you combine cause marketing with tactics through TV and digital, you add more value to your brand and brand messaging. In fact, research shows that 78% of people say they're more likely to remember a brand with a strong purpose and 63% of consumers prioritize purpose-driven companies when making a purchasing decision.
This gives your furniture store a unique opportunity to optimize your campaign and use integration to your advantage.
For a more significant competitive advantage in the furniture industry, you can work with a media partner for help and guidance on crafting your next integrated marketing strategy. This way, you have access to a team of professionals with years of experience and expertise that you can tap into throughout the entire process.