Challenge: Creating a furniture store digital ad campaign that doesn’t waste impressions

Josh Stratton, a senior advanced advertising sales manager from Spectrum Reach, has been selling media for over 10 years and has used AdMall for much of that time. Knowing how the tool could help him in any sales scenario, Stratton approached a local business about a furniture store digital ad campaign.

“After months of going back and forth with the [client’s] decision-maker, we broke through by showing him the reach and frequency he can get with Spectrum,” said Stratton. “There were no real challenges. They were doing okay, but I showed they could do better and stop wasting impressions.”

Solution: Turn to AdMall’s Digital Audit for Furniture Store Digital Ad Review

“We worked with [the client] and showed him, as far as cost per spot goes, we provide the best value by far, and we also showed him the importance of other metrics like reach, frequency and stressed our ability to target their high-end audience,” said Stratton.

“With the price of their furniture well above average, it is important to cater to a specific audience which we are doing. The two things that AdMall provided: first, a lead list of furniture stores in the area, and the other was a Digital Audit to find out what they were doing and how [they could get their] rightful share of the business.”

Result: A new client spending more than anticipated

The client agreed to a furniture store digital ad campaign that consisted entirely of OTT/streaming TV.

“[Originally,] they gave us a budget of $2,000 a month; however, [they] went back with one just under $3,000 [a] month, which he signed,” said Stratton.

The total contract for the furniture store digital ad campaign was $11,200 for four months.

AdMall’s Digital Audit will do a real-time data capture of any client or prospect’s digital presence in less than a minute. Using real-time big data to analyze the account’s activity and findability, the Digital Audit:

Lists digital advertising, local search, search engine optimization, social networking, and incoming website traffic
Provides a digital opportunity score directing you to the accounts with the most revenue potential for digital marketing services
Compares the account’s use of digital advertising to the customers who intend to buy what they’re selling in the next 12 months
Compares the account’s digital presence to their top local competitors
Does in 60 seconds what would take you 60 minutes to do by hand
Incorporates data into tablet-optimized sales presentations in AdMall PRO

More About: Furniture Stores

These retailers sell home furnishings to consumers, often from large showrooms. Consumers may purchase items they see on the showroom floor for speedy delivery or, they may order products with custom wood and fabric finishes. Because home furnishings are often expensive, these retailers may also offer financing packages.

Historically, furniture was manufactured in the United States, often with delivery lead times of up to three months for custom orders. Since the 1980s, imported furniture has captured an increasing share of the market. Manufacturers have worked more closely with retailers to speed up delivery for custom orders and to offer more options and flexibility in order to maintain market share.

Some furniture stores are franchisees or outlets that carry only one brand while others carry multiple brands. Small independent retailers also compete with mass merchandisers and department stores that sell furniture, as well as chains that sell ready-to-assemble furniture.

The market also contains office and youth segments, and furniture sales are linked to growth of new households, shifting families and general market conditions.

Specifically, revenue at furniture stores totals $128.3 billion and establishments number approximately 48,700.