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Case Study: La-Z-Boy Furniture
La-Z-Boy is an international furniture manufacturer with thousands of retail
outlets across the United States. La-Z-Boy Furniture Galleries of Northeast
Ohio, a WJW FOX 8 Cleveland advertiser, was looking for an effective way to
maximize campaign exposure and grow its customer list. By making Dukkypowered marketing campaigns available to their customers, FOX 8 has been
able to double response to its advertisers’ campaigns, including the La-Z-Boy
franchise in Ohio.
The Campaign Objectives:
The primary objectives of La-Z-Boy’s marketing campaign were to:
1. Increase awareness of La-Z-Boy of Northeast Ohio
2. Increase customer email database
The Campaign Strategy:
The furniture franchise advertised a $25 coupon offer and $5,000 shopping
spree sweepstakes with a cross channel campaign through WJW FOX 8. The
campaign was promoted with a rotating banner ad on FOX8.com, a link to the
promotion on FOX 8’s Facebook page, and inclusion in FOX 8’s email newsletter. All marketing channels drove customers to La-Z-Boy’s custom Dukky campaign microsite, where they were asked to input their name and email address
and answer three simple questions about La-Z-Boy products and services.
Respondents could then access and print their $25 coupon to redeem in-store.
They were also entered for a chance to win a $5,000 La-Z-Boy shopping spree
if they shared the offer with friends via email or one of more than 340 social
media outlets, including Facebook and Twitter.
The Campaign Summary:
Using the Dukky Platform to integrate social sharing significantly increased
La-Z-Boy’s campaign response over expected results with marketing on FOX8.
com alone. Over 18,400 consumers visited the campaign microsite, with
more than a third of those visitors arriving at the site via links shared on social
networks. Facebook and Twitter were the most effective sharing outlets, with
share-to-response ratios of 1:2 and 1:4, respectively. In other words, each
individual who shared the promotion via Twitter brought in an average of 4 additional customers.
dukky.com | 888.331.6692 | 1200 West Causeway Approach, Suite 24 | Mandeville, LA 70471
Case Study: La-Z-Boy Furniture
What the Analytics Told Us
Poll Results:
La-Z-Boy used Dukky’s Poll feature to gauge customer awareness of La-ZBoy’s products and services and identify which customers were in the market
for new furniture. Poll results revealed that while 92% of respondents knew
that La-Z-Boy sells more than just recliners, only 34% had ever heard of La-ZBoy’s complimentary In-Home Design Program. 84% of customers indicated
that they were currently in the market for new furniture, revealing strong market
opportunity for La-Z-Boy.
Overall:
By promoting its campaign via WJW FOX 8’s Dukky-powered multi-channel
marketing platform, La-Z-Boy was able to expose its brand and campaign to
FOX8.com visitors, its Facebook fans, and leverage them to reach their social
network friends as well. Using Dukky technology to integrate social sharing into
the campaign significantly enhanced response and lead generation, capturing
thousands of new customer email addresses to use in future marketing.
dukky.com | 888.331.6692 | 1200 West Causeway Approach, Suite 24 | Mandeville, LA 70471