Question

Topic: Strategy

Retail Furniture And Regime Change In Dc

Posted by Anonymous on 12/2/2008 at 1:49 PM ET 250 Points
I'm in the enviable position of being a furniture retailer in a real estate market (DC Metro) that is about to get a little hotter thanks to the impending party change.

Our marketing strategy in the past has been focused on capturing customers who want American-made, superb quality, long-lasting furniture and we do pretty well, even with long sales cycles. However, we are quite eager to appeal to newcomers to the DC area in the next few months.

We have two weekly print advertising vehicles and I'm increasing our AdWords spend for next year by a large amount as well as investing in some new online channels. We have never done much direct mail, but we do have a list of target zip codes thanks to 30 years worth of customer data. That's an avenue I'm considering, but I'm not sure how one gains access to recent enough data to capture the people I'm looking for.

Beyond that, what else? Any creative ideas out there?
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RESPONSES

  • Posted on 12/2/2008 at 8:15 PM Author
    I hadn't considered the legal implications. I have a few friends who are real estate agents. I'll ask them about it.

    Thanks for the suggestion!

    Alison
  • Posted by Jay Hamilton-Roth on 12/3/2008 at 8:35 AM Accepted
    Also develop relationships: movers, interior decorators, home stagers, painters, and even the party itself.
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