La-Z-Boy Furniture Galleries
Digital Display, SEM, SMO, Print
Used campaign insights to provide information on who La-Z-Boy Furniture Galleries’ customers are and how they behave before and after purchasing a product
Case Study:
La-Z-Boy Furniture Galleries
For more than 80 years, La-Z-Boy Furniture Galleries has been known for manufacturing some of the world’s most comfortable home furniture with over 3,000 retailers throughout North America. La-Z-Boy Furniture Galleries established themselves as a leader in the furniture manufacturing industry through traditional advertising and garnering a reputation for quality and comfort.
With shoppers increasingly looking toward technology before, during, and after buying a product, Alabama Media Group was tasked with the goal of transitioning La-Z-Boy Furniture Galleries into the digital era with four key objectives.
Solutions
Newspaper, Digital Display, SEM, SMO
Newspaper
Alabama Media Group maintained La-Z-Boy Furniture Galleries’ presence in newspaper advertising while simultaneously launching a high-impact digital awareness campaign.
This layered approach continued to reach the print audience, which tends to be 40+, affluent, and college educated, while also extending La-Z-Boy Furniture Galleries’ presence online through Alabama Media Group’s digital audience targeting capabilities.
Digital Display
The digital awareness campaign started by sharing La-Z-Boy Furniture Galleries messages with Alabama Media Group’s “furniture intender” audience.
To define our furniture intender audience, we take into account:
- Exclusive, first-party data (information collected by AL.com and affiliates that looks at what a user is reading, commenting on, and where they are located)
- We combine this with third-party data (information from outside data sources such as purchase behavior, household income, employment, etc.)
Through campaign oversight and optimization, Alabama Media Group discovered that while “furniture intenders” are a valuable, necessary audience for La-Z-Boy Furniture Galleries, there was a large opportunity being missed – future furniture intenders.
In order to keep La-Z-Boy Furniture Galleries top of mind with those who are not yet furniture intenders, Alabama Media Group added an additional layer of audience targeting, ages 25-54.
Adding this audience ensures that La-Z-Boy Furniture Galleries is top of mind and recognized as someone begins to search for furniture.
Search Engine Marketing
Alabama Media Group launched a search engine marketing campaign across the top search engines: Google, Bing, and Yahoo!, to increase La-Z-Boy Furniture Galleries’ visibility in search results as consumers make furniture purchase decisions.
Alabama Media Group closely tracked performance indicators and optimized the campaign accordingly through ad copy and bidding adjustments.
This ongoing optimization process resulted in doubled inbound web traffic through paid search.
Social Media
Since social media channels are a platform where customers share their experiences and show support for brands and services they enjoy, the campaign utilized social to engage with customers and build La-Z-Boy Furniture Galleries’ referral base.
Alabama Media Group created and managed social media accounts on Facebook, Twitter, and Google+ to give La-Z-Boy Furniture Galleries’ customers a space to engage and follow the brand online.
With regular postings of photos, videos and brand updates, Alabama Media Group has grown La-Z-Boy Furniture Galleries’ Facebook following to 5,190 Likes as of December 2015. This is a 190% increase from December 2014.
Results
Through constant monitoring, ongoing campaign optimization, and regular face-to-face meetings to discuss campaign performance and evolving short-term and long-term goals, Alabama Media helped to successfully guide La-Z-Boy Furniture Galleries into the digital world. Campaign Highlights:
Relationships Matter
Building partners for life
Client Testimonial
“Working with Alabama Media Group has been more valuable than I ever expected. Coming in, we wanted to see an increase in customers – which we have. What I didn’t expect is the amount of information they could share with me about my customers. I value our partnership and the level of transparency and passion AMG brings to our meetings.”
Curt Morris | Owner, La-Z-Boy Furniture Galleries
Account Manager Testimonial
“It has been great working with La-Z-Boy Furniture Galleries throughout their campaign. They understand how valuable our audience size and data is and how to use it to benefit their business. It’s exciting to strategize, test, measure and work together to reach their goals. We are partners — when La-Z-Boy Furniture Galleries wins, we win.”
Lauren Earl | Account Manager
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