Everyone needs furniture right? While this is mostly true — we’re accounting for those naturalists out there who carve their chairs out of mighty oak trees — furniture isn’t in the same category as toothpaste and toilet paper. They’re both necessities, but you don’t see people rushing into your business to buy a new table once a week.
Furniture is something of a commodity while simultaneously remaining something we all need — it would be inconvenient to eat off of the floor instead of at a nice dinner table, but if those the cards you’re dealt then you have to make do. You can easily turn over a cardboard box if you’re in a bind, but there’s no way we know of to easily manufacture toilet paper. See what we mean? Furniture is a necessity that can be sacrificed.
This is, in a sense, why furniture store marketing is so important. The more a product can be sacrificed by a consumer, the more a company must convince a consumer they need the product in question.
For now, let’s take a look at three very different age groups (defined by life stages) and how they can be marketed to in regards both to psychology and the product at hand: your exquisite furniture.
Millennials – College Kids and New Lease Owners
If you went to college then you know how excited you were to see your first dorm or new living space. Your parents may have bought you a lamp or new bed sheets, but the first piece of furniture you buy for your own area is one you never forget. You can ask college graduates years after they leave university and they’ll still be able to tell you their first chair they bought at a garage sale or the amazing deal they got on a table at a local furniture store.
This is the idea you have to sell — independence and fiscal freedom. How do you reach out to these millennials? Social media. With over 80 million millennials out there, most of which are using the Internet, it’s impossible to truly speak to the millennial spirit without adding social media strategies to your marketing schema.
Late 20s, Early 30s – New Relationships or Families
While this age group can blend in with the millennial crowd, more often than not they don’t exactly sync up in terms of life stage. These are the people who either skipped college or eventually started a relationship–or who eventually started a family of their own.
This age group is the easiest to sell to in terms of experience — moving in together? You’ll need new furniture. Expecting a new baby? New furniture. Need to switch to a starter bed instead of a crib? New furniture.
The tricky part here is blending millennial and generation x marketing practices. While this age group is familiar with social media, they also have more knowledge and experience than younger consumers. They don’t necessarily buy based on emotion alone; they like numbers and figures over hypotheticals.
Baby Boomers – Empty Nesters and Retirement
At this stage in life, most of the kids — if not all of them — have been pushed out of the nest and are left to fend for themselves. The house is empty and the money is stacking up. Where do they spend it?
Furniture is more so a luxury for people who fall into the baby boomer category. They have all the things they need in life already, so why buy more? The emotional idea here is to suggest starting anew and returning to a sense of self. You aren’t buying a dining room table big enough to fit you and your six kids. Things can be consolidated and reinvigorated — not just size, but style.
This is the time where they can live a little, and advertisements should be geared specifically to their age group. Also, forego any online deals. This age group is still used to advertisements via fliers and newsprint, not emails and Twitter coupon codes.
Looking for more furniture marketing ideas? Learn how you can step up your marketing with these furniture photography tips.