Marmaridis Furniture: The Revive Project
The invitation became a challenge, and in a short period of time, we managed to give a “new breath” to one of the largest Greek brands in the furniture sector.
Although “Marmaridis Furniture” has been in the Greek market since 1955, it failed in previous years to differentiate itself from the competition, mainly because it did not rely on a comprehensive marketing strategy. The company’s promotion was limited to brand awareness moves with TV spots and outdoor advertising, but without the desired results. At the same time, other companies in the industry began to build new strategic methods, placing greater emphasis on their digital image and e-commerce.
However, the current image of the company is far from that of previous years as a whole. This changed through targeted 360o digital marketing services, which were implemented in order to achieve the commercial goals of the business.
360o Digital Marketing
At Vitamin Media, we analyzed the market and the competition, understood the needs and goals of the brand, and developed a new strategy based on the 6 hierarchical stages of Marketing: Awareness → Knowledge → Liking → Preference → Conviction → Purchase. Thus, we tried to approach the brand’s values and redefine its position in the market and the dynamics it projects.
In the first phase, we conducted market research in Athens and Thessaloniki, in collaboration with a well-known research company. We asked a large sample of the public with different geographical, social, and economic criteria, “What are the advantages and disadvantages of our customer, and what are their expectations from them?” The data that emerged became our vehicle for redefining the corporate profile, as well as for achieving a digital marketing plan, which we were called to implement over a year.
We took over the management of social media and completely improved the digital image of the brand, maintaining its color palette so that the consumer would not stray too far from the power of habit created by the image of a logo.
We created a social media calendar with interesting content for all members of the digital community. We developed a series of messages with a human-centered approach, in the logic of furniture selection, not only based on product cost but also as a basic choice for everyday life. The simplicity in presentation – regarding lines and typography – complements the delivery of the central message in a smart way, which has something to say, both in emotion and in decision-making. We included contests and interactive content in the calendar, maintaining the need for communication.
We improved community management and communication with members of the online community, responding daily to messages and comments. We created a new Instagram grid that transports the user in its way to a physical store, showcasing the vast range of options that the brand offers.
At the same time, we highlighted with individual campaigns the USPs and offerings of the brand that differentiate it from the competition.
We changed our social media paid strategy, implemented Remarketing and Google Ads Campaigns, reaching new consumers in every corner of the country, and started programmatic buying through DV360 in in-read articles.
Simultaneously, we improved the UX on the e-shop as well as the SEO, creating increasing purchasing power in all e-commerce activities.
We increased email communication with frequent newsletters, communicating new products and offers.
The above moves yielded the best possible ROI during the period when retail stores remained closed due to the pandemic.
The fully renewed image of the brand was communicated from the start with TVC and purchased time on the most popular shows of Greek television. Additionally, with printed material and in all 13 Marmaridis stores. Meanwhile, the CSR actions of the brand successfully framed its renewed image at a time when businesses are called to be more human-centered and close to the daily needs of each consumer.
What did we achieve?
This specific campaign, integrated and multichannel, managed to achieve all the long-term goals that were set.
- Renewal of visual identity
- Increase in social media communities +150%
- Increase in online transactions +248%
- Increase in online turnover +305%
- Increase in new users +31%
- Increase in conversion rate +143%
- Total increase in turnover in 13 stores +40%
Every collaboration is a special challenge for us, but this specific campaign is a characteristic example of how a brand can be redefined, giving the audience the sense of its real transformation. Carefully carved steps, renewal of image, and highlighting comparative advantages helped in fulfilling these.
