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Today’s Furniture Feature by Mark Burns
HIGH POINT — When you’re out and about, say at a coffee shop, take a quick look at the people around you. They’re probably all looking at their smartphones. Perhaps it’s a good time for those in the furniture industry to take care to put something on their smartphones for potential customers.
Brad Lebow, president of Horich Hector Lebow Advertising, says thinking strategically is paramount in the social media space.
“We start every campaign by considering our goals and the audience we are trying to reach,” he said. “Based on that, we choose the channels and sites that make the most sense.”
Social media should deliver themes such as trends, design, local events, and community involvement fairly frequently. This practice effectively generates continued engagement that tends to favor social platform algorithms.
He said separate content centered around specific things, such as promotional events, should be placed within paid ads to ensure strong reach and engagement in a short period of time.
“Gone are the days when consumers would go from store to store, browse, and then come back and make a decision,” Lebow said. “Currently, consumers recognize the need for a new mattress or sofa cushion to look old and begin their search. They follow the banner ad and navigate their way to conversion, searching for additional information along the way.”
As for the best platform to sell furniture, it really depends on the platform. Older shoppers, including Gen Xers and Millennials, are more likely to use Facebook and Instagram. Tik Tok and Snapchat are attracting younger audiences.
Overall, it is important to embrace digital advertising and social media marketing. Because that’s how shoppers shop now. “Even when they are standing in our store, they may be looking for additional products or comparing prices,” Lebow said.
“Without a well-built digital storefront that guides shoppers through the store to ask questions, find support, and buy more often, you’re losing sales to your competitors.
“The best way to ensure customers can find your store is to make sure your website is supported by a digital campaign.”
interactive marketing
Ted Guler, managing partner at Renaissance Advertising, says social media platforms differ from other advertising platforms in that people are onlookers to billboards, direct mail, magazine display ads, etc. .
In social media, potential customers become participants. “It knows more about you than you know,” Guler said.
First, the device keeps track of your interests based on your searches. Additionally, devices such as smartphones, laptops and smart TVs can collect data about each person’s likes and dislikes and use that data to send targeted advertising messages to that person, he said.
The platform stays aware of how people interact when they are in front of a particular device. Cameras can also record videos of people looking at products in a store, for example, and display ads, as is the case with geofencing. Sent to someone for a specific product.
Güler said the frequency with which messages are sent to potential customers depends on what the retailer’s goal is: whether it’s to drive sales or increase brand awareness. He said a good rule of thumb is to send messages at least three times a week, but not every day because it will be noisy. And remember that every customer is important.
“Everyone uses social media, so there’s no age limit,” Goulart said. “You’re taking a marketing approach: What are you trying to sell? Who are you trying to sell it to?”
Along these lines, retailers should consider Instagram for younger audiences, for example between the ages of 18 and 35, and Facebook for older audiences, Guler said.
The advantage of social media is that it can improve competition by effectively thinning the herd.
“There’s an aging population of dealers who don’t want to adopt technology,” Goulart said. “Go from “I don’t know how to do it” to “I’m going out of business.” People who hate change will hate it because they are on the brink of extinction.”
“Be human”
Gabe Greenberg, CEO of Octillion Media, says social media works best when content is carefully planned.
“Editorial calendars and planned events should be done by team members, agencies, or partners who understand the nuances of each platform to ensure your message gets heard and delivers results,” Greenberg said. states. “Don’t chase or ‘create’ viral events. The most viral events start with something meaningful and authentic. ”
It depends on the store and its message, but all stores should have a reasonably standard editorial calendar.
“This needs to be fluid so that you can include new messages as needed. For example, if there’s a big event, disaster, news, etc. in your community, and your store has a typical brand or promotion. If you can contribute more than your message, you should take advantage of this,” Greenberg said.
“As social media is more personal, owners need to think about how they, their teams, family and friends use social media.
“What moves or motivates you? Perhaps you’re not all that similar to your customers. You need to put yourself in the customer’s shoes, not just the owner or marketer. Add some humor. , adds an inspirational message: Be Human.”
The benefit of investing in digital marketing is that you can target it more effectively.
“Not only does digital offer scale, targeting and depth of personalization that much of traditional marketing has long lacked, but it also ensures that investments are better optimized for what works. ” said Greenberg.
He said a good guideline for social paid investments is to invest in TikTok and Facebook, while earned media investments should focus on Instagram, Pinterest, Meta and TikTok.
“Every form of technology is changing the industry, from consumer research to in-store experiences,” he said. “But when it comes to media and marketing, technology is enabling buyers to test and learn at a pace never before thought possible. Spend, measure, optimize and spend every dollar.” , the next he could get more out of every dollar.”
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