Retail Store Finds Success in Clever Direct Mail Marketing Campaign
Macromark has consistently stressed the need for creative direct mail campaigns that allow your business to leave an imprint on the minds of consumers. It’s certainly a challenge to continually think and rethink of new ideas, but it’s a practice that will likely pay off in conversions and profit.
As years go by and your company expands and becomes more familiar, the need for innovative marketing becomes even more challenging but remains crucial to continued success. A great success story of ongoing innovation, and a clever direct mail marketing campaign, is that of Art Van Furniture.
Art Van furniture is the number-one family-owned furniture store in the Midwest. It was founded back in 1959 and has grown to 37 stores and over 4,000 employees across Michigan, Ohio, Illinois, and Indiana. The store has run countless campaigns over the five decades of their existence, but has maintained direct mail and print advertising as a core of their business.
What Art Van Furniture has done recently to expand their audience is to strategically partner with two luxury magazines, The Hour and Ambassador. This allows them to reach an audience that is open to their brand of furniture by feeding off the mailing list that targets like-minded consumers. They also organize all local Art Van events to coordinate with the distribution of both magazines’ mailing lists. Art Van CEO Kim Yost says the company wants “to own the living room,” with the goal being “for every luxury resident to have upholstered seating.”
Macromark can appreciate the creativity of Art Van Furniture’s marketing team, who more recently created a 14-page catalogue for distribution. They are clearly not afraid to take chances and see the value in a targeted mailing list.
At Macromark, we have mailing lists that can be useful in nearly any industry. And when paired with creative campaigns similar to the ones executed by Art Van Furniture, the returns can potentially be significant.
What the Art Van story says more than anything is that there are always ways to innovate in marketing using direct mail as the catalyst. Thinking a little outside the box can go a long way in helping your company stay relevant and stay in business, as Art Van Furniture has done for over five decades.
Holt-Johnstone, J., “Retail Success Story: Art Van Furniture,” July 9, 2014 ; http://www.furninfo.com/Furniture%20World%20Articles/3503
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