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A Marketing Tip To Build Brand Affinity and Sales for Furniture Makers

25. September 2019 10:58

By: John Lindsay, New Breed Furniture LLC

Here's a marketing strategy that blurs the lines between consumers and producers, customers and salespeople, employees and owner-operators.

Here's a quick review of the management system acronym that I have been featuring in this blog: A.M.O.R.I.
As readers who have been following me so far know, I find this home-grown, five-part business organizational tool essential in managing my growing wood manufacturing business. The system is called "A.M.O.R.I." - A is for administration, M is for marketing and sales, O is for operations, R is for research and development, and I is for Investments and Intellectual Property.

We're on the second of a series of five blogs where we are running through an update on of how New Breed Furniture’s current business development projects fit under this system, one letter at a time. Hopefully, you will find some insights into the AMORI system through these concrete examples showing how the system plays out in a real-world woodworking business. And maybe some of these specific ideas could even work for your company.

M - Coupon Design and Distribution

New Breed Furniture just finished paying off a Printa Systems Screen Printer (www.printa.com) and more in an early effort to make possible in house promotional materials and merchandise. The first projects will be shirts, postcards, flyers, and smaller posters. We have been working on a great stylebook for all these printing projects and more, including patches, buttons, stickers, and pins, but it was when I was working on new business card designs that this whole discount policy I previously discussed found a cool new expression and marketing idea. (Click for larger view of image.)Our first business cards were a bi-fold design (2” x 7”) with the front featuring a close up of our Petalply joint illustrated with black lines, four shades of white, and a cut out of wood grain where the dowel ends are. The inside of the card features what we called the “Galleria” in which our custom font spelling New Breed Furniture Network diminishes in perspective with line illustrations of a selection of furniture in the foreground.

With this new design, the line illustrated products will be on the front side, with the inside of the cards dedicated to a personalized cards for the list of the New Breed family described above on the right side, and the left card with tear away center being a New Breed coupon complete with the dedicated discount code also described before.

So imagine getting a box of these business cards that contain coded coupon cards that you can share with anyone you may know that may be interested in New Breed Furniture, and as the sales are placed, your New Breed Bucks accrue, allowing you to obtain more and more furniture for less and less. I consider this type of marketing a pre-emptive sales representative recruitment strategy.

Without even asking strategic enthusiasts will be giving an opportunity to fill the role left by the former retailers. This approach is in line with a continuum of business plans we are developing that blur the lines between consumers and producers, customers and salespeople, employees and owner-operators, but more on this in later episodes.

John Lindsay is President of New Breed Furniture LLC. Reach him at john@newbreedfurniture.com 847-946-7867. www.newbreedfurniture.com

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