Luxury Home Office Furniture Brand

Revitalizing Sales for a

Case Study

Background

A company specializing in high-end home office furniture faced a significant challenge: despite investing $8,000 in advertising, they failed to secure any sales. The situation was critical, as the lack of return on investment threatened the company's market position and future prospects.

Objectives

  • Identify the Underlying Issue: Understand why a seemingly well-funded campaign yielded no sales.

  • Revise Marketing Strategy: Adjust the campaign to align with market expectations and the company's value proposition.

  • Drive Sales: Transition from zero sales to achieving significant sales within 30 days.

Strategy & Execution

1. Comprehensive Campaign and Market Audit:

Our initial step was to audit the existing campaigns thoroughly. Despite the campaigns being well-set-up, the expected results were not being achieved. This led us to conduct in-depth market research to delve deeper into the issue.

2. Benchmark Analysis:

The critical insight came from a benchmark analysis, which had been overlooked by the client. This analysis revealed that the company's products were positioned alongside low-cost competitors, despite having a significantly higher price point. This misalignment in market positioning was a clear indicator that we were targeting the wrong audience.

3. Strategic Repositioning:

Understanding the core issue allowed us to make strategic adjustments:

  • Communication Strategy: We refined our messaging to better reflect the high-quality and premium nature of the products.

  • Target Market Adjustment: By shifting our focus towards customers with high-end intent, we ensured that our marketing efforts reached an audience that valued and could afford the premium products.

  • Creative Overhaul: We tailored our creatives to appeal to a more discerning clientele, emphasizing the luxury and quality of the home office furniture.

Results

The strategic repositioning and targeted campaign adjustments led to the following outcomes:

  • From Zero to Seventeen Sales: Within the next 30 days, the campaign turned around from no sales to achieving 17 sales, marking a significant breakthrough for the brand.

  • Correct Market Alignment: By identifying and targeting the appropriate market segment, we ensured that our client's offerings were seen by potential customers who were willing to pay a premium for quality and luxury.

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