Furnish 123 Austin Case Study Part Two: the blog

Furnish 123 Austin

Campaign Expertise: Blogging, Content Marketing, Search Engine Optimization, Social Media Marketing ,Content Marketing, Local Store Marketing

The Client

Furnish 123

Furnish 123 is an innovative idea in furniture retailing focused on simplicity, independence and value. The store aims to make furniture shopping exciting, fun and affordable and less intimidating for a generation of social media savvy shoppers. Featuring a vast collection of quality home furnishing, Furnish 123 offers a simple display and a straight forward no hassle one-price price strategy per category. The store is owned and operated by the owners of Gage Furniture, Austin’s oldest furniture store.

The Challenge
The Furnish 123 website was not conducive for showing merchandise to customers or building SEO. A micro-page web design allowed Furnish 123 little creativity in their website and they lacked the ability to feature products in an accessible way. Furnish 123 Austin received multiple complaints from potential customers who were hesitant to visit the store before first viewing the merchandise online.  Furnish 123 was not able to nurture their potential web traffic leads and was therefore losing potential revenue.

Creative Solutions

Merchandise catalog integrated into blog

Jetté Momant PR & Event Productions created a well-designed WordPress blog in order to aide in Furnish 123′s SEO and drive traffic to the blog while also integrating a Furnish 123 merchandise catalog into the blog.

Furnish 123 Blog Content

A content calendar was created that complimented overall marketing initiatives and the Jetté Momant PR & Event Productions team crafted and continues to craft engaging search engine optimized content and blog posts each week.

Local Guest Bloggers

Jetté Momant PR & Event Productions invited popular Austin bloggers Tolly Moseley, of Austin Evasedropper, and Maureen Stevens, of The Inglenook Decor and Inspired Mrs. Stevens, to be participate in  the “You Never Forget Your First” campaign.  It was a Furnish 123 Austin campaign that asked Austin to share memories of their first and worst furniture purchases. As Furnish 123   guest bloggers, Tolly and Maureen provided two posts each about their own first and worst furniture purchases. In addition to their posts, the two guest bloggers designed and create their own styled space on the Furnish 123 sales floor.

Furnish 123 Local Artists Featured on Blog

To assist with localizing the business, Furnish 123′s local artists bios and work are showcased on one of the tabs and local bloggers are invited to guest blog.

Results
Not only have complaints about the limited ability to view merchandise online subsided, the Furnish 123 blog also drives traffic to both the website and store. It also showcases the stores unique offerings, provides design tips and tricks and illustrates F123’s investment in the Austin community through local artist showcases, Austin event details and philanthropic efforts. Throughout the blog’s existence, weekly hits and impressions as well as subscribers have increased. On the Furnish 123 blog’s busiest day it received over 1,000 hits.

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