Their website has attracted 2.5 million people over the course of seven years, coming from search engines and social media sites like Pinterest and Facebook accessed primarily through mobile devices. For Vintage Industrial, their marketing effort is targeted to Internet Marketing, including organically through searches and word-of-mouth. It also means continuing to create a targeted approach to any and all nostalgic marketing efforts. The lesson here is just because there is a large crowd out there drawn to nostalgic products doesn’t mean a company shouldn’t focus on segmenting and understanding how their potential customers look at products and the purchase decision. Targeted Marketing Through Modern Channels To Sell Vintage Products This meant that we had to ensure that the majority of our designs had a feminine component.” While 65% of our end users are men, approximately 70% of the people buying from us are women. As Hankerson noted, they have found a way around this issue: “My wife and the company’s co-owner told me early on that women tend to make the final furniture decisions. However, the company has learned a lot about it customers, including who is buying and what they need to do to consider the unique dilemma they’ve faced with making their designs attractive to the actual decision makers. This has attracted primarily Gen Xers along with Baby Boomers close behind. Their designs have even been featured on television shows like “The Big Bang Theory.” They are definitely creating art with passion and purpose. The team behind the company builds furniture that they love with a design and materials that can last centuries and be passed down from one generation to the next. In 2009, Vintage Industrial started in a garage as a passionate hobby and soon bloomed into something much more. They understand to create art with passion is to live with purpose.” Since so many work, socialize, and live on their computers and devices, they are drawn to the idea of craftsman who have made something with their hands. He explained, “Technology has taken over our lives and some people want products that remind people of the days when they were not controlled by their devices. Vintage Industrial Furniture has experienced a similar following and interest from its customers, according to the company’s Co-Founder and Co-Owner Greg Hankerson. As Vlad noted, “It's incredible how many touching stories we get directly from people who buy Candylab products and take a personal interest in our growth and vision.” The toys are not a copy of those from the past but instead have focused on a modern interpretation of the past, which seems to be attracting the Instagram crowd in droves.Īnd, to keep attracting and connecting with this group, the vintage toy maker focuses on digital marketing to keep communications personal. However, the company’s customers are not necessarily from the Boomer generation as most are actually from younger generations, creating a much broader appeal. Vlad also noted that these visceral products come from a time period when life was more comprehensible so there is no need for a huge manual to explain how to use it or extensive setup that requires a significant learning curve and ends up taking away from the actual enjoyment factor. Coupled with the interest in authentic stories, consumers have been drawn to our durable wood toys that reintroduce the idea of imagination and storytelling into play.” When asked why nostalgic products have become so popular, Candylab Toys cofounder and co-owner Vlad Dragusin said, “I think many people have grown tired of the throw-away society like toys that fall apart into a pile of plastic pieces. Then, there’s Vintage Industrial Furniture, which is a Phoenix-based company that hand-builds custom furniture made from steel and wood designed to look like those from the industrial revolution.
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