Recently, we just had a client increase their traffic by 31% verses last year. Yes, that is right…31%. Why an increase in traffic?
We made a concentrated effort to get into the home of the consumer, whether it was through print
or online, we wanted to make sure the consumer got the message in the comfort of their own home.
Today’s consumer is bombarded by marketing messages (you don’t need a marketing executive to tell you that). Those messages happen both out of the home and in the home. However, when can the noise be heard from the consumer is what we as marketers care about.
It is difficult to hear the noise from the radio with blue tooth connectivity and ways to listen to music without turning the dial. Billboards have become digital advertisements that rotate messages no differently than a web billboard or a TV commercial. These are advertising vehicles but are they direct signals to the consumer? In today’s world? Not anymore.
How does R&A define “in home”? We define it as anything that the consumer has to consciously do on his or her own time. This could be turning on the TV while preparing breakfast or checking email before leaving for work. Checking the mailbox after a long day at work. Or it can be checking a social media feed directly from a smart phone. These devices and mediums all relate around personal space and have access to them easily in the home or by the will of the consumer.
To get the traffic increase for this client we did the following:
- We utilized the Every Door Direct Mail program and sent out targeted mailers over a four-week period. On this direct mail there was an additional mobile opt in feature for a text special or it could be accessed by scanning a QR code.
- We utilized pay per click advertising to drive potential furniture searchers towards a dynamic landing page that gave an additional bonus offer and landed them onto our best promotional vehicle—the website.
- We sent out email marketing campaigns that talked about our storewide offer while featured various clearance items that are available for sale on the website.
- We did a “Gas Card Giveaway” sweepstakes on Facebook all while utilizing Twitter and Pinterest to drive activity to the Facebook page.
Purchase decision making no longer happens in the car while deciding to shop. They happen through searches on the web, direct-targeted mediums and through creating a conversation.
The consumer is speaking and telling us where to talk to them. Are you willing to listen to them?
This blog is written by R&A Marketing and originally appears on www.ramarketing.com. Armed with more than 25 years of furniture retail marketing experience as a full-service traditional and digital marketing company, R&A is the industry’s premier agency for retailers in the home furnishings and appliances/electronics industries. Visit us on the web www.ramarketing.com or email us at firstname.lastname@example.org.