CITY Furniture, Florida’s leading furniture and mattress retailer, charged Roar Media with the development of a go-to-market strategy and implementation of a successful, robust, integrated marketing program for a new trade program. The objective of the six month campaign was to generate awareness, stimulate trade engagement and drive revenue growth through new trade member applications.
The challenge for CITY Furniture is that they had never previously engaged the B2B trade through a holistic, targeted program, but had rather focused their marketing efforts on direct-to consumer advertising.
As a result, together the client, Roar Media had to start from scratch with new messaging, creative, strategies and tactics that would appeal to the trade. This entailed developing a thoughtful go-to-market strategy based on market research and a complete understanding of CITY Furniture’s value proposition, operations and offerings. Since little knowledge of this segment existed, it became important to identify key target audiences, their personas and their key motivations and pain points. Based on this, we defined a clear value proposition supported by a compelling messaging and positioning platform and a focused customer journey that would result new trade member applications.