Marketing for Furniture Stores
Using a Multi-Screen Approach to Attract More Customers
Spring has sprung, and consumers are itching to redecorate their homes, freshen up their yards and kick that old, stained sofa to the curb. It’s prime time for furniture shopping. The good news for furniture stores like yours is that even with more ways to buy than ever before, most furniture shoppers still want to see, touch and buy furniture in a brick-and-mortar store.
The question you may find yourself asking is, how can you get them into your store? There are easy, affordable ways — even for the smallest local businesses — to make sure customers think of your store first when shopping for furniture.
TV commercials motivate shoppers — some 71% of living room furniture shoppers report having taken action based on a television ad.1 TV also builds awareness of your furniture store, so even people who aren’t shopping for furniture currently will think of you when they are.
Surprisingly affordable for local businesses, television commercials can cost as little as a nice pair of throw pillows — and you still have the ability to target viewers based on location, income, age, home ownership and other factors. Tie your ads to program themes on networks like HGTV and DIY Network: If you sell outdoor furniture, air ads on shows about landscaping, backyard makeovers or outdoor entertaining. Since women are sole decision-makers for over half (53%) of furniture purchases,2 programs popular with women are a good bet.
From Millennials to Baby Boomers, shoppers go online first when they’re researching furniture purchases.3 Grab attention by advertising to the specific customers you want (by location and demographics) on websites with decorating-related content. For example, if you sell convertible sofa beds or futons ideal for small spaces, you can display ads to customers in ZIP codes with lots of studio apartments. (Your local cable advertising partner, like Cox Media, can help you narrow down these targeting ideas.)
Online ads can also target prospects based on what they’ve searched and viewed online. Someone searching for “small space decorating ideas” can see an ad for small-scale furniture or smart storage solutions, for example. An expectant mother visiting parenting websites may see ads for cribs, changing tables and rocking chairs. You can even target customers who have visited your competitors’ websites. Talk about a great way to pull up a seat at their furniture decision table!
You can also get the most out of your TV commercial investment by using it as an online video ad. For example, a 30 or 60 second TV commercial can be broken down to create a 15 or 30 second online video clip. It’s a smart way to maximize your overall video advertising resources.
One in two furniture searches takes place on a mobile device.4 Reach these shoppers, especially Millennials and Generation X, with mobile ads. “Geo-fencing” limits your advertising geographically so it only displays to people in areas you choose, like the ZIP codes within your delivery area.
Mobile advertising can even help you capture your competition’s customers. With geo-conquesting technology, you can display mobile ads to prospects whenever they get near a competitor’s store — or even when they’re in a competitor’s store. Imagine being able to send a customer a 25% discount offer for your furniture while they’re browsing your competition’s showroom!
Social media sites are popular sources of decorating inspiration and furniture ideas. Why not make an online video with decorating tips featuring your store’s furniture and share it on social media? If you sell outdoor furniture, use Facebook, Instagram or Pinterest to share for different backyard spaces: an outdoor “dining room,” a sunny, poolside lounge area; or a cozy, bohemian corner in the shade.
Facebook is the most popular social site among all age groups, so it’s a great place to focus your social media efforts. Enhance your posts with Facebook advertising that targets prospects based on location, age, interests and more. For example, if you sell dorm furniture, you could target ads to students aged 18 and 19 who attend local colleges and parents with college-aged children who are interested in your local colleges.
And consider professional video creation to reach online audiences via these channels. When done right, it can provide the footage you need for your TV commercial, longer videos for your website or YouTube, and even shorter pieces, in the form of client testimonials, to run on sites like Facebook or Instagram. It’s great for online curb appeal.
SOFA, SO GOOD
A radio ad won’t help a shopper envision their family hanging out on a new sofa from your store in their living room. But luckily, you can advertise using video and attractive photos almost everywhere furniture shoppers get inspiration — on cable TV, online, on social media and on mobile devices
Cox Media is the perfect advertising partner for your furniture business because we know your industry, your local business challenges and can help you get ahead of your competition with these solutions. For immediate assistance, contact an experienced Cox Media furniture industry media consultant at 1-855-755-2961. To learn more about designing the perfect advertising plan for your furniture business click here.
1AdMall, “Local Account Intelligence: Furniture Stores,” 2017.
2The Stevenson Company/TraQline, “Gender’s Role in Purchases,” February 1, 2016.
3Fung Global Retail + Tech, Deep Dive: US Furniture Market 2016: Preference and Trends, 2016.
4Furniture/Today, Consumer Buying Trends Survey 2015, 2015.