Monday, October 18, 2021
  • Pumpt

Lifestyle Furniture enlisted the experience and the expertise of the Pumpt team to put together a detailed and in-depth marketing strategy for them. Lifestyle Furniture had been in the retail market for 6 years; however, as a brand, they weren’t in the forefront of consumers’ minds, and it was time for that to change. When a client starts to work with Pumpt, we become their dedicated marketing team, we pool all our knowledge, experience, and resources to get results for our clients. This allows them to take a step back and focus on their staff, their business strategy and growth while we take care of the marketing to get their business pumping.

Our first objective was to create brand awareness to strengthen this brand within the NZ consumer market. Consumers are not going to purchase a product from a retailer that they have never heard of, and this was the first big hurdle to overcome. Pumpt put together a strategy that combined SEO configuration & optimization, Google Ad Words, google shopping, on air radio, in store point of sale, social media & website digital assets, digital billboards, regional newspapers, printed 4pp & 8pp catalogues and letterbox campaigns as well as native tiles on mass marketing media platforms. It was important for the brand to appear consistent to consumers on a range of platforms to keep the brand at the forefront of their minds when it comes time to make a purchase.

 It wasn’t long before the client started to see results; website traffic increased significantly, as did organic searches for Lifestyle Furniture which showed us that our target of brand awareness was being achieved so it was time to move onto the next stage of our strategy; increase sales. Double digit percentage growth has been seen month on month since Pumpt started looking after Lifestyle Furnitures marketing and we are incredibly proud that we have been able to be a part of the growing success of our client’s business.

 We continued to use multimedia platforms and channels to promote the brand but switched up the creative on a monthly basis to become more price and item focused to drive sales as well as traffic. We designed and printed both a 4 page and 8-page catalogue that was distributed to targeted audiences within a 10km radius of stores to create noise about the brand but to give consumers something tangible that they could hold onto rather than just seeing something online. These catalogues were such a success that a number of Store Managers reported customers bringing in the mailers with them when they came to look at a product in store!

 Radio is a proven effective method of marketing that has been successful for a number of big retailers, and we wanted our client to be able to tap into this goldmine. While they had done radio previously, the creative that was used wasn’t as punchy as it needed to be and often got lost in between other ads. Pumpt went back to the drawing board and created a brand-new ad to capture the attention of commuters and consumers alike. Radio allowed the client to reach mass audiences and again, creating the consistency needed to keep Lifestyle Furniture at the forefront of consumers’ minds.

 Digital marketing is a large part of any campaign with so many potential and current customers spending time on their phones and desktops it was an avenue that we felt would be extremely successful for our client. A mix of SEO, Google Ad Words, Google Shopping, Banner Advertising, and mass marketing media platforms were used to combine brand awareness and promote the great bargains available. Each campaign is tailored to the specific sale that is on at the time and all creative uses a similar design to create consistency and to make it easily identifiable as being Lifestyle Furniture.

 Digital billboards can cater to location targeting and allow for relevant content to be displayed to drive engagement. Billboards are placed around retain precincts and large regional centres to maximize exposure. They build reach very quickly within the first week as it is often the same people that go past them every day. Billboards have been very successful for our client, with customers in Hamilton going into stores and requesting ‘the couch that is on the billboard’ – we can’t ask for much better feedback than that!

 The team at Pumpt have loved watching Lifestyle Furniture cement their place in New Zealand’s retail market. We are incredibly proud to be a part of all that has been achieved so far and are looking forward to continuing the work that we have been doing make sure that consumer’s know where to go to get the right style, at the right price.