Garner Appliance & Mattress
Rebranding, repositioning and reinvigorating a family business.
In 2013, Garner TV & Appliance, a family-owned retailer that had been in business for over 40 years, came to us with a unique challenge: the company was no longer selling televisions and they needed their customers to understand that their much-admired local business was undergoing a significant transformation. Rather than TVs, Garner’s new core business would focus on luxury mattresses and specialty appliances.
Enter The Marketing Machine. But first, a little background…
As a second-generation family business in Garner, North Carolina, the company was founded in 1977 by Mones Saad as a small TV and electronics repair business known then as Garner TV & Appliance. After decades of growth and new product innovation, and through changing tastes and lifestyles, the company has continued to evolve alongside its customers. Today, Garner Appliance & Mattress remains a relevant, independent appliance retailer serving North Carolina’s Triangle. Its three stores — in Garner, Raleigh and Clayton — are staffed by knowledgeable and service-oriented sales professionals. And showrooms feature a live kitchen experience.
To help set up the brand for immediate and long-term success, our creative marketing agency in Raleigh recommended they undergo a rebranding project. As we like to tell many of our clients, a rebranding doesn’t always have to be a radical departure from your brand’s current state. It’s really about freshening up your look, voice and marketing messaging so that it reflects your truth, feels unique and makes a strong connection with audiences.
Initiate a Rebrand
while respecting the legacy of the company and the patriarch who started the business.
Develop a Corporate Image
that could be respected alongside indirect competitors such as Lowe’s and Home Depot.
Help the Client
move past an existing sale/price orientation to an ongoing marketing strategy model.
Optimize its Partnership
with manufacturers to get the most benefit of co-op advertising dollars.
After completing the initial successful year-long rebranding, we continued to help Garner evaluate their overall operations, consolidate efforts, open new locations, and ensure a continued commitment to performance and customer service excellence. In addition, we helped expand their retention and acquisition programs and expanded their marketing program, which now consists of:
During our tenure, the company slowly increased its advertising spend, layer by layer, through our agency’s media-buying services. This has resulted in growth upward of 15% – 20% per year.
By the end of 2020, Garner will have fully doubled its revenue in the 5 years since we began managing their marketing. They now have a deep and layered marketing mix and have become a highly profitable business.
THE NEXT FIVE YEARS
Now that the foundation is in place for a robust marketing program, we will continue to refine the marketing plan going forward.
Currently, we are building a marketing automation program to target the company’s 14,000-strong (and growing) database through email nurturing campaigns.
We will continue to look for opportunities to increase awareness in the North Carolina market, find new ways to reach potential customers and further cement their perception as a strong pillar in the community.