Furniture Marketing Playbook for 2019December 24, 2018
The biggest marketing opportunity of the year is fast approaching. It’s time to lock down the promotional price, finish creatives and get that hashtag ready for social media.
That’s right. We’re going all-out for … National Blonde Brownie Day.
Just kidding. While we don’t have anything against blonde brownies, we don’t think this quite works for a furniture marketing campaign. (Unless a furniture retailer wanted to commemorate this momentous day by handing these out to every customer who walks into the store on January 22.)
Our point is that there are hundreds of national food holidays for food industry marketers to take advantage of. These holidays are fun way to engage your audience, tap into existing social media buzz and grow interest in your company.
But where are the fun holidays for the furniture industry? There are over 1,500 national days and spoiler alert: not all of them are food-related. As we look ahead into the year 2019, here’s a quirky “holiday” roundup for furniture retailers to consider with suggestions on how to leverage these holidays into tactics that generate engagement and consumer spending.
• National Bath Safety Month
Ideas for use: Feature bathroom furniture in inspiration galleries on your company blog and social media channels. Offer tips on how to select the right bath for the customer’s space. Provide bathing safety tips. Create how-to have the perfect bubble bath content.
• Jan. 6: National Cuddle Up Day
Ideas for use: Invite your audiences to share adorable cuddle pictures (pets, kids, etc.). Feature galleries of furniture perfect to cuddle up on, like loveseats.
• Jan. 12: National Vision Board Day
Ideas for use: These boards are created to help individuals visualize reaching a specific goal. Home ownership may be a goal for some. Or establishing one’s first residence post college, whether it’s via owning a condo or townhouse or renting a place. Invite your audience to share their dream homes/living space.
• National Weddings Month
Ideas for use: Marriage is all about building a life together, including a living space. What advice do married couples have for engaged couples? What elements go into making a happy home together? Does your store want to run kind of sweepstakes for engaged couples to win furniture/get a discount?
• Feb. 27: National Retro Day
Ideas for use: Fashion and style from different decades fall back into vogue. What furniture do you have that you can showcase to reflect this trend? Ask your audience to vote on their favorite pieces of retro-inspired furniture. Do side-by-side comparisons with the original piece and its modern take.
• Feb. 28: National Floral Design Day
Ideas for use: Show off your floral patterned furniture pieces! Offer design tips with how to make floral furniture pieces work in a room. Solicit audience members to share photos of their floral pieces. If you didn’t ask your audience to vote on their favorite pieces of retro-inspired furniture, ask for votes for their favorite floral pieces.
• March 3: National I Want You To Be Happy Day
Hashtag: #IWantYouToBeHappyDay, #behappy
Ideas for use: Ask customers what would make them happy. What makes your staff happy? Find ways to incorporate furniture into responses (curling up on a comfortable chair with a good book and a cup of tea; relaxing on the couch with a favorite TV show, etc.).
• March 18: World Sleep Day
Hashtag: #WorldSleepDay, #sleep
Ideas for use: Feature bedroom sets and mattresses. Solicit cute sleeping pictures, such as pets or children. Share napping-related content. Napping is a form of sleep, too!
• March 10-16: National Sleep Awareness Week
Hashtag: #NationalSleepAwarenessWeek, #sleep
Ideas for use: Provide tips for getting a good night’s sleep. Devise an in-store game inspired by the Princess and the Pea—customers lay down on every bedroom furniture set. The one/s who detect the pea win a discount on a bedroom set.
• National Decorating Month
Ideas for use: Share design tips on how to put a room together. Share content about trending styles, colors, fabrics, etc. Run a contest with a prize for the best room and have your audience vote on what the winner is.
• April 7: National No Housework Day
Ideas for use: Wish everyone a happy National No Housework Day! Share a fun quote about housework/relaxing. Offer some suggestions for celebrating—can you run some kind of event in your store?
• April 28: National Superhero Day
Ideas for use: Go nuts or keep it calmer. On the nuts side: have employees dress up like superheroes and share pics of them posing around the store. Invite customers to come into the store dressed up as their favorite superheroes. Run a costume contest. On the calmer side: ask your social media audience to vote for their favorite superheroes. Share who is your store’s superhero and why.
• National Moving Month
Hashtag: #NationalMovingMonth, #MovingOn
Ideas for use: Share moving tips and how to protect furniture when you move. Run a new neighbor special.
• May 10: National Clean Up Your Room Day
Ideas for use: Got any cleaning hacks? Encourage audience members to share before and after cleaning photos.
• May 24: National Scavenger Hunt Day
Ideas for use: Set up an in-store scavenger hunt. Provide clues on your social media channels.
• National Great Outdoors Month
Ideas for use: Feature outdoor furniture. Provide tips about how to set up an outdoor space. What kind of furniture materials are weather-resistant? What can customers do to maintain their current outdoor furniture? What is trending this year?
• June 18: National Splurge Day
Ideas for use: Ask your audience what furniture piece they would like to splurge on the most. Share some pictures for inspiration. Raffle off a shopping splurge for everyone who makes a purchase on this holiday (in the fine print, stipulate that any items returned disqualifies a contestant from winning).
• June 30: National Social Media Day
Ideas for use: Wish your audience a happy social media day. Use the opportunity to remind customers at your store to follow you on your social media channels. Share some highlights from your social media channels.
• National Independent Retailer Month
Hashtag: #NationalIndependentRetailerMonth. #IndieRetail
Ideas for use: If your store is an independent retailer, share some data about how beneficial independent retailers are to their communities.
• July 15: National Give Something Away Day
Ideas for use: Run a giveaway contest! Set something up on social media or randomly select a customer from the store. Either and announce that you’ll be doing so on your digital channels or do it as a Facebook Live broadcast.
• July 17: World Emoji Day
Ideas for use: Wish everyone a happy World Emoji Day. Use emojis liberally.
• National Back to School Month
Ideas for use: Showcase desks and dorm room furniture. Provide and/or solicit dorm room advice. Ask people to share photos of their dorm rooms.
• 2nd Week in August: National Bargain Hunting Week
Hashtag: #BargainHunter, #BargainHunt
Ideas for use: What bargains can you promote?
• August 15: National Leathercraft Day
Hashtag: #NationalLeathercraft Day
Ideas for use: Promote leather furniture. Can you share any content showing how it’s made?
• September 8: National Ampersand Day
Ideas for use: This one is definitely quirky! What are people’s favorite TWO rooms in the house? Share using an ampersand. Run a discount on furniture for two rooms.
• September 10: National Swap Ideas Day
Ideas for use: Share design tips. What are some different ways to use different pieces of furniture in different rooms in the house? Do you want to solicit customer suggestions/feedback for your store?
• September 25: National Cooking Day
Hashtag: #NationalCookingDay, #CookingDay
Ideas for use: Promote kitchen-related furniture. Share favorite recipes from your store’s staff. Have a cook-off event at your store.
• National Ergonomics Month
Ideas for use: What ergonomic furniture do you carry? What are the health benefits to using ergonomic furniture?
• October 12: National Savings Day
Ideas for use: How can customers save money? When is your next sale? Are you offering any new financing options?
• November 16: National Button Day
Ideas for use: Show off any furniture pieces that feature buttons. Can you share any content showing how buttons are included in the furniture creation process?
• November 20: National Absurdity Day
Ideas for use: This day is about having fun and doing zany things. Can you share something absurd to make your audience laugh? What’s a bizarre furniture-related story/photo/video that you can share? Do you want to solicit these from your audience?
• December 3: National Roof Over Your Head Day
Ideas for use: This is a day to be thankful for what you have. Solicit user-generated content so your audience can share what they are thankful for.
• December 11: National App Day
Ideas for use: Does your store have an app? Promote it on your other channels.
• December 26: National Thank-You Note Day
Ideas for use: This is a good excuse to thank your customers. Send a thank-you email to everyone who has purchased from you in the past year. Email, snail mail, social media—pick your channel/s.