I seem to have this problem where I must place my tookus in a chair before buying, and I feel compelled to open and close drawers prior to making my final decision on cabinets. I know I’m not alone, and this becomes a serious blockade for furniture businesses that are yearning to enter the Social Media game.
Furniture companies (manufacturers and retailers) wishing to market with Social Media need to concoct a marketing plan that relies on the wants, needs and interests of potential customers. Company goals, or shall I say self-serving communications, should be put aside in favor of a more receptive strategy. I suggest the following:
- Information — Provide useful, informative blog posts that address questions/concerns potential customers may have. This includes maintenance of furniture, types of materials used, proof of quality, interior design ideas, and the list goes on.
- Media — Given the lack of tangibility mentioned above, furniture brands need to share media whenever possible. Viral/product videos as well as photos are imperative.
- Lifestyle — Capture the lifestyle of target markets, don’t solely focus on furniture. The music they listen to, events they attend, clothing they purchase, etc.
In conclusion, add a personable, informative twist to Social Media campaigns if you want to overcome the lack of tangibility present when marketing furniture online. And, more importantly, have fun!
Aaron Schoenberger is Founder of The Brainchild Group — a digital advertising agency that specializes in innovative Search Engine Optimization (SEO) and Social Media marketing strategies. He’s known for his work with celebrity clients, top restaurants, professional athletes and Fortune 500 companies.
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