In a tough, high-stakes marketplace, you may be eager to improve your marketing, but there's just so much energy expended on everything else: logistics, delivery issues, weekly ads or your participation in markets and trade shows. Unfortunately, none of these excuses matter. Every industry and every company faces complexities today. As a marketer, more than ever before, you must create demand.
If your marketing efforts haven't been achieving the results you want, there may be a reason why. For starters, you may be working with a dusty textbook definition of marketing. You know the one I mean: the "Four P" definition of marketing as a product, a price, a place to sell it, and yes, a promotion. Yet, this out-dated, four-step, check-off list is far from adequate anymore.
Marketing has moved well beyond the "Four P's" today. In fact it's moving beyond concepts like reach and frequency too. What matters now is a story that gets talked about. From the technical support team that follows a Verizon user, to the "Baby Come Back" appeal of a jilted kitchen broom after its homeowner switches to Swiffer, marketing has become more provocative, entertaining, and relatable than ever before. Look around and you'll see that savvy marketers are using everything from reverse psychology to humor and exaggeration to get their messages across.
In this fragmented marketplace, where social media is fast replacing conventional media, marketing messages need to be memorable and relevant. A product's story, or benefit, needs to be strong enough to connect with consumers in just one viewing. And true marketers know there's only one way to get the focus off price: Talk about something else.
Lest you think this concept only applies to marketers of cell phones and brooms, let's talk big-ticket stories. The car industry, as example, is marketing messages about style, comfort, roadside assistance, global positioning systems, safety features, fuel efficiency and alternative fuel. The kitchen industry is marketing messages about better family life, cooking like a pro, storage efficiency, point-of-use zones, food preservation, universal design and comfort. Consumer electronics types are marketing the excitement of high-definition TV, time spent with family and the ability to stay connected.
Generally speaking, the furniture industry is marketing discounts, financing and in some cases, quick delivery or a pretty room. To date, few other stories have emerged that talk about how furnishings can improve a consumers' life.
Ironically, marketing messages aren't that hard to come up with. We're surrounded by opportunities to connect with consumers everyday, yet few of these opportunities seem to get translated into the marketing of our products.
So, in order to stimulate thinking, I offer a few examples of the things consumers are talking about today, along with some oft-repeated words that might enable us to create better marketing messages that can increase the value of our products, along with demand and the sense of urgency to buy.
Health and Safety. Everywhere we look, we see ads for medication, fitness, weight loss, life insurance, better sleep and AARP benefits. Even the green movement is as much about health benefits as a mission to save planet earth. So what do furniture marketing and health have in common? Not much yet, but consumer talk about safety, security, privacy, assurance, insurance and protection ought to stimulate some ideas.
Convenience and Ease. From the success of Real Simple magazine to the organization phenomena, consumers want to get their life in order. Clutter is enemy number-one, while a more relaxed lifestyle is the goal of both harried young moms and Baby Boomers concerned with aging. So what do furniture marketing and the "easy button" have in common? Not much yet, but smart marketers will look to tout accident-friendly, easy-care, worry-free, time-saving, organized, mobile, multi-purpose and easy-access features (just like consumers do everyday) to create some synergies.
Personalization. Eighteen months ago, Vogue magazine predicted the demise of the matched, two-piece suit for women. Last month, "personal style" was the cover story for InStyle magazine. Meanwhile, furniture styles are being re-mixed to create new eclectic, more personalized looks. Matched looks are yesterday's news; today's news is less structured, more diverse and interesting. So what do furniture marketing and messages about personalization have in common? Not much yet, but consumer talk about what's personal, unique, unmatched, eclectic, customized and looks-collected-over-time should get you thinking.
Relaxation. Consumers are exhausted and stressed. The Baby Boomers want to be comfortable and Gen Y doesn't want to work as hard as their parents did. Consumers want their bedroom to feel like a hotel suite, to entertain their friends and to spend more time outside. So what do furniture marketing and relaxation have in common? You'd think a lot, but not much that's talked about. Maybe words like flat-screen TV, family time, outdoor entertaining, "stay-cations," pampering, downtime, peace and quiet, better sleep and rest could create better a connection.
If you're not sure what to make next…if your best new ideas come from your competitors…if you're waiting for the economy to turn or for your customers to outgrow IKEA, exploring new ideas will reap big rewards. Studying best practices and products outside the furniture industry, leveraging what matters to consumers, and creating benefits beyond price and style will change your outlook and your bottom line. Exciting products, effective selling points and memorable ads don't come from "eureka!" moments; they come from deliberately connecting products with consumer values. But you have to dig deep into those values. Broader market awareness now is a must-know, rather than a nice-to-know part of your business.
One last thought. In addition to looking at your sales figures, business strategy and lineup for next season, look at something just as critical: your marketing stories and how aggressively you're improving them. Are you looking beyond furniture to other home or lifestyle trends? Do you use after-sale consumer feedback to beef up marketing benefits and improve products? Do you consider how rooms are used, as opposed to just the products in them?
Strategy defines a company's business tactics. But curiosity will no doubt define a company's success and survival in a marketplace that's heavily favoring products that improve consumers' lives.
About Loreen Epp:
Formerly senior merchant with Staples, Levitz, Seaman's and Palliser Furniture, Loreen Epp continues to drive innovative, opportunity-based thinking in both furniture manufacturing and retail sectors. She writes and speaks internationally on consumer and product trends, and is currently president of Room Planners Inc., an idea-driven company focused on aligning furniture strategy with consumer priorities. Room Planners publishes a variety of reports on consumer home furnishing preferences, and works with leading manufacturers and retailers to improve profitability through untapped product and marketing ideas. Loreen can be reached at (631) 896.6169 or loreen@roomplanners.com. Read her blog at www.roomplanners.com
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