Hi everyone,
I am facing a challenge with a new Consignment Furniture dealer in town. I met with the client and got a great feel for the direction he wants to go but I'm struggling with a great idea of how to achieve the end result. He is ready to start advertising now and definitely wants to do radio but he is an "idea man" and will be sold on a great idea! For example, he was told by an agency that he was the "car-max of furniture" and he loved the idea! He is currently a 1 store operation but quickly wants to expand in this area. He needs a great branding campaign in order to get away from the "consignment" stereotype. The furniture in this store is all very high end furniture that is priced very well! It's not your typical thrift store quality that you would think. He has a great location and it will be easy to drive people through his doors. He does not want his commercials to feel like a "mom & pop" operation.
His advertising has to target the following:
My station demo is Classic Rock, men 25-54 primary listener. I am teaming with another station that is going more for the buyer demo so between the two stations we should have both target markets covered.
My initial thought was to go for the men (consigner) trying to get rid of the furniture in the garage to make room for their new toy (i.e. boat, motorcycle, etc.).
Any thoughts or suggestions?
Mary Ellen Moss left this comment on the RSC Facebook page:
"Endorsments seem to work well. RTW $$$ gift certificates to his store to kick the branding campaign off. Or, a "best seat in the house" and partner with a bar for March Madness. Last score of the final game. Whomever is in the seat wins the furniture and a tv. He probably does need to go with a quality versus price and item message. I have a furniture store that is branding themselves as a design destination. They have a message with a "design tip" in each ad. You could target the design tip to a man or a mancave."
