Lake Effect Furniture and Mattress

Lake Effect Furniture and Mattress opened in 2011 as a franchise operating out of a 3,000 square foot warehouse in Buffalo, NY.  Within a month of opening their first location, they moved from a warehouse space that had been converted into a showroom to 8,000 square feet and in 2016 rebranded to Lake Effect Furniture & Mattress.

The Opportunity

In July of 2019, Lake Effect was a growing company with low awareness in the WNY area.  The smaller audience that knew of Lake Effect inaccurately perceived the brand as lower cost, lower quality option, and the furniture market was dominated by national retailers – Raymour and Flanigan and Ashley Home Stores. We had our work cut out for us.

The Plan

Through a combination of digital and traditional tactics, enrich implemented a marketing plan designed to expose the Lake Effect brand to as many people as possible. Television was chosen for its ability to drive reach and build brand awareness. Search and video display were used to affect those closest to the bottom of the sales funnel. Creative was designed to stand out from the competition. A series of workplace mockumentary commercials was shot depicting a humorous look at life in the Lake Effect showroom. This allowed us to visually showcase the quality and selection of Lake Effect while standing out from standard retail furniture commercials. Over 15 commercials have been created and aired promoting various value props. 

The Results

The response was immediate. Since the implementation of the campaign in Q4 of 2019, Lake Effect has grown 80% each year, doubled the size of their retail operation, grown brand awareness exponentially and become a disrupting force in the retail furniture industry. The campaign itself won a 2020 Gold in the National Telly Awards for top local branding campaign – though truly, the only award we care about at Enrich is the sales award for our clients.

Services Used

Media Buying

Video Production

Strategic Planning

your en•gine for growth

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716-568-8499

8705 Sheridan Dr, Williamsville, NY 14221, United States