9to5 Seating: Marketing Strategy
The biggest critique from both internal and external stakeholders is the brand is in desperate need of some uniformity and consistency across all marketing efforts.
Arming sales reps and 3rd party vendors with leave behinds and other marketing collateral is a significant part of the lead gen process. How to stand out among other top competitors is the primary focus and future designs need to incorporate a consistent brand-centric approach.
Elevating the design will enhance consumer perception allowing sales to grow by reaching a larger and more interested audience. Let’s take a journey and examine the creative process and assets that make a complete print to digital marketing campaign.
Category
Print and Digital (Website) Marketing
Role
- Creative Director
- Lead UX Designer
- Content Specialist
- Marketing Strategist
Brief
Business
B2B(2C) model - dealers/partners
Audience
More than 50% of traffic is organic
Growth
Capture the higher-end audience
Tools
Print MarComm is vital to sales
Challenges
Brand Perception
- Difficulty competing with high-end and industry leaders
Content Strategy
- Content is not effective or appealing to mid/high-end target audience
- Print materials are not digital friendly missing out on organic opportunities
Visual Design
- Brand and messaging inconsistent
- Dated design compared to competition
- Print materials are missing the “WOW” factor
Goals
- Increase referral traffic by 15%
- Increase direct traffic by 10%
- Generate $x.xx in revenue growth
Believe you can and you’re halfway there. ~ Theodore Roosevelt
Strategy
- Elevate brand perception and recognition through authentic, consistent, and focused brand communication
- Increase brand perception with high-end design and brand marketing that meets the demands of a larger audience
- Reduce friction and remedy pain points with highly accessible collateral
Results
$9,000,000
Revenue Growth (2015)
$7,000,000
Proj. Revenue Growth (2016)
NeoCon
Yearly conference showcasing new products and innovations in furniture design.
- NeoCon 2015: 9to5 Seating introduces 3 new products
- NeoCon 2016: 9to5 Seating introduces 6 new products
Promotions
Promotional marketing collateral to incentivize and drive sales by arming reps and dealers with printed handouts.
- AtOnce Furniture: @203 Limited Time Product Promotion
- Limited Time Sales Promotion: 2015 Double SPIFF
Advertisements
Promotional marketing and print advertisements to promote tools and new product releases
- OFUSA Catalog Ad: NEW Product Announcement – Sophie
- Warden’s Catalog Back Cover Ad: 2016 Catalog – Chair Designer App
- Warden’s Catalog Back Cover Ad: 2017 Catalog – NEW Product Announcements – Acclaim, Core, Diddy, Sophie, and Zoom
Sales Tools
Sales tools and marketing collateral to assist with the B2B(2C) sales process for internal/external sales reps and 3rd party dealers.
- Triple Threat: Product Overview and Details – Aria, Cydia, Vault
- Product Comparison (Apples to Apples): Vault vs. Competition
- AtOnce Furniture General Flyer: Full Product Line
- Line Summary Sheet (2015): Product Highlight by Category
- SPIFF Explanation Sheet (2015): Products with SPIFF Rewards
- NEW Product Flyer: Logic Plus
Additional Projects
9to5 Seating: Website
- Created a modern end-to-end web (digital) experience
- Elevated brand perception and recognition through authentic, consistent, and focused brand communication
- Increased user engagement with a fluid and responsive design foundation incorporating UCD principles
- Reduced friction and remedied pain points combining a more seamless and integrated ecosystem to improve BI
@NCE (AtOnce) Furniture: Logo
- Designed an updated brand identity for rapid ship product line
- Created additional branded marketing collateral to establish brand position and increase sales of specific quick ship products
