Small Business Marketing Case Study - Furniture Packages

Furniture Packages is a company that specialises in providing full furniture packages for the buy to let landlord.

Main Issues : Many landlords simply can not be bothered with all the hassle of buying, getting home and building from flat pack, all the furniture required for a buy to let investment, therefore they can pay Furniture Packages to do it for them. The main issue is getting the product known as a solution to their problems, and then getting them to use Furniture Packages to be their supplier.

Marketing Solutions

Website : We provided a complete e-commerce solution, so that people could purchase the furniture either individually, or as a complete furniture package online. The site proves to be very popular amongst the buy to let property investor landlords for both full furniture packages and individual items.

Website Statistics and Analysis : We also use a piece of software that allows us to find out more about the customers hitting that website. We can find out for example, what people typed in google or msn, etc to get to that website. We can track how many hits, at what time of day, we can find out what browser they use and even what the most popular entry page was (that way, we get to improve that entry page, to make the site even more relevant).

Shop Signage : As well as having an e-commerce internet site, Furniture Packages opened their first retail store, in which we helped organise the signage, that was eye catching, and fit in with their branding.

Printed Brochures - resellers : Selling a Furniture Package is more of a one to one sale, rather than something over the internet, so we helped create a reseller channel by "employing" estate agents up and down the country to resell the packages, whilst providing them with comission to do so. This entailed a print run of 10,000 6 page brochures, which did not contain any contact details. This way, the estate agents could bring in the business themselves, and get a comission for doing so.

Printed Brochures - "Estate Agency News" : We also sent a 10,000 6 page brochures to "Estate Agency News", a newspaper that targets estate agents only in order to sell through the resale channel.

Printed Brochures - "The Money Centre" : As well as using an existing channel to sell the furniture packages such as Estate Agents, we also created 10,000 A4 leaflets, folded in half to produce an A5 brochure type leaflet. This was then distributed via The Money Centre to 10,000 buy to let investors, people who would specifically purchase the product.