BRIDGMANS FURNITURE
Mid- to high-end furniture retailer
The Goal
To uphold Bridgmans Furniture as a household name, maintain existing customer relationships, and more effectively compete with large-scale national dealers
The Approach
By way of mixed media, Bridgmans would benefit from consistent branding and, on occasion, the promotion of sales and specials through a combination of radio and television, newspaper and magazine print ads, direct mail, and interactive services. Backed by demographic research, marketing messages would be specifically directed to Bridgmans’ target audience determined by location and household income.
The Result - Increase in sales
Bridgmans has maintained a successful sales record and witnessed a significant increase that can be almost directly associated to specific marketing campaigns.
Perhaps one of the most successful campaigns was launched in 2004 with a 4-color seasonal flier mailed to a predetermined list of existing and potential customers. The flier campaign was supported by an online component, radio, television, and occasional print ads. The campaign resulted in a 23.5% increase in sales in 2004, the largest increase in store sales Bridgmans had witnessed in 7 years. |
