Digital Marketing for the Furniture Sector on a Budget

Our web agency was contacted by Emmemobili, an Italian company that operates in the furniture sector, to increase its Brand Awareness at a national and international level also thanks to social media and collect a good amount of contacts to reach professionals in the sector and expand its network of contacts.

But let's go into detail about the type of customer, the strategy applied and finally the results.

Who is Emmemobili?

Emmemobili is a company that deals with the production and sale of luxury furniture, mainly in wood, on the Italian and foreign markets. It is a historic company in the furniture sector that for years has passed on the mastery of its craftsmen to the new generations.

Despite the company's already good reputation in the specific sector, its communication channels seemed to suffer from a labile strategy that struggled to reach the target audience and therefore obtain results.

Where we started

We therefore decided, with the company's marketing managers and creative director, to begin a strategic and planned communication aimed at broadening the knowledge of the brand , not only among experts and professionals in the sector but also among private individuals, in Italy and abroad.

Therefore, after an initial analysis, we decided to choose specific communication channels, such as social media, to reach the target audience: the choice fell on Instagram, Facebook and Linkedin, obviously supported by the website.

The company initially limited itself to sharing product-related content without diversifying the message across platforms and, above all, without an adequate advertising structure to support the organic strategy.

The Importance of an Editorial Plan and Calendar

In the first weeks of activity, the first necessary operation was to build together an editorial plan that prepared precise contents divided by type, objective, format and platform ;

Once this was done, we then moved on to building an editorial calendar that would allow the figures in charge within the company to collect a series of visual and textual contents and plan them over time in order to have a clear direction of development: we decided to focus not only on the innovative products designed but also on their quality, production methodologies, history, design, in short, a 360° focus on the company and its strengths.

Types of Content Designed:

The Editorial plan has been divided into 5 macro typologies of specific contents of the furniture sector, with relative formats:

• Architectures that represent spaces representing design projects;

• Product details with particular reference to differentiating features;

• Product motion renderings that highlight the planning, design and study behind the creation of a product;

• Moodboard of materials to enhance their quality and research;

• Production moments that depict life in Emmemobili and the people who make it up.

Facebook Ads and Google Ads Campaigns in the Furniture Sector

To support the organic strategy, we then decided to activate a series of Facebook Campaigns with the Interaction and Traffic Objective, to promote the visibility of the social channels and the website and related contents.

At the same time, we activated Google Display Campaigns with eye-catching ads to reach users as they browse in order to increase website traffic and create awareness.

But let's talk about numbers

The coverage of the two main social channels, given the strategies activated in organic and advertising, had a % increase of more than 500.

Page visits were no exception, with relative increases always above 100%, reaching peaks of +704.8%.

Let's talk about Interactions: the Facebook page and Instagram profile have recorded an increase in "Likes" and Followers of 4,494 in less than 90 days.

But the aim of the Social Media marketing activity was not only to expand the brand awareness at a national level; in fact, a process of expansion of the same strategies was carried out also in the United Kingdom, France and Benelux.

This activity allowed us to understand that the brand had good growth bases also in the countries of interest.

The website, thanks to the organic and paid strategy, has also shown significant increases:

With this in mind, we then prepared some improvements to the website, both in terms of structure and content, leading us to opt for the creation of an ad hoc landing page ( which you can see here ) to finalize this increase in traffic to the actual second business objective: generating new contacts in the business sphere to expand your network of contacts.

Lead Generation

As I just mentioned, Emmemobili's second business objective was to exploit the traffic brought to its channels to start generating new targeted contacts, especially in the business sector.

In this regard, lead generation campaigns were activated in retargeting on professionals affected by the campaigns in the high phase, divided by country of belonging, which led them to deepen their knowledge with the brand and therefore leave their contact to receive more information to collaborate with the brand.

Even in this case the results were above expectations leading to the generation of targeted business contacts of 147 contacts.

Conclusion

With a well-structured digital marketing plan for the furniture sector, we were able to help Emmemobili increase the awareness of its brand at a national and international level, with the associated generation of targeted business contacts.

This case study shows that even small changes can make a difference and bring significant results without having to invest exorbitant amounts of money.