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The office furniture industry faces numerous challenges, including increasing competition and changing consumer preferences. As more and more brands enter the market, it can be difficult for office furniture brands to stand out and set themselves apart from the competition. In addition, companies are becoming more conscious of their office design and are more selective in the products they purchase.
Office furniture brands are under added pressure due to the pandemic's effects and the economic crisis. In a study by the National Association of Realtors (NAR, 2022), 42% of office building owners claimed that the pandemic had decreased demand for office space. Many companies are cutting their budgets on office design, leading to reduced demand for office furniture products. The pandemic has also interfered with standard business processes and supply chains, making it more difficult for office furniture firms to function efficiently.
In order to recover and succeed, it is crucial for these brands to implement marketing strategies that will help them to bounce back and flourish. This article will discuss five marketing moves that can help struggling office furniture brands recover and succeed.
By creating and distributing valuable, relevant, and consistent content, office furniture brands can achieve numerous benefits that can help them recover from struggle and succeed in the industry:
But how can office furniture brands use content marketing to stand out in a crowded market and attract new customers? Here are some unique perspectives and tools to consider:
Partnering with influencers allows brands to reach new audiences and increase credibility through endorsing their products or services by someone with a large following and perceived expertise in a particular industry. Influencer Marketing Hub (2022) poll found that 69% of consumers are more inclined to buy a good or service if an influencer they follow recommends it. Through sponsored posts and other marketing strategies, influencer collaborations can boost sales and brand exposure.
The first step in implementing influencer partnerships is identifying influencers who have a genuine interest in your products or services and a following that aligns with your target audience.
After identifying potential influencers, reach out to them and pitch your collaboration idea. This could include sponsored posts, product reviews, or other promotional tactics.
Once an influencer expresses interest, you should discuss the conditions and specifics of the agreement. This should describe the kind of content that will be produced, the length of the collaboration, and any associated compensation.
Finally, decide whether investing in a long-term connection with the influencer is worthwhile based on how the collaboration will affect your overall marketing plan.
In addition to partnering with external influencers, companies can also utilize internal experts as influencers. These internal experts deeply understand the company’s products and services and can effectively promote them to their networks and professional communities. Therefore, Content at Scale, one of Castleberry’s initiatives for generating content, is a valuable tool. Instead of creating content from scratch, with Content at Scale, companies can document content by having interviews or round tables with their experts talking about an interesting topic for their audience. This method efficiently creates a large amount of content quickly and can be a great way to utilize internal experts to promote the company’s expertise. For more information about Content at Scale, watch the following video:
Companies can leverage their internal and external partners to promote their products and services and reach new audiences in several ways. These include referral marketing, co-branded events and promotions, and employee referral programs. However, content is one of the most effective ways to leverage your partners. By working with partners to create, share, and cross-promote content, companies can increase the reach and visibility of their content, attract new audiences, and establish credibility and trust with potential customers.
Five ways to leverage your partners through content are:
By effectively leveraging internal and external partners, office furniture brands can expand their reach and improve their branding, which can help them recover from struggle and succeed in the industry.
Prioritizing customer service and experience can help struggling office furniture brands in a number of ways:
Content marketing can also enhance customer service and experience by creating and distributing valuable, relevant, and consistent content that addresses customer needs and concerns. For example, by creating content such as how-to guides and FAQs, office furniture brands can provide customers with the information they need to make informed purchasing decisions and improve their overall experience with the brand.
In addition, by using customer stories, testimonials, and reviews in the content, office furniture brands can demonstrate the positive experiences that other customers have had with the brand and build trust with potential customers. Moreover, office furniture brands can also use data, statistics, and customer feedback to track and gauge customer satisfaction, which can help them continuously improve and optimize their customer service and experience.
The first step in prioritizing customer service and experience is identifying the key touchpoints where customers interact with your brand. This could include the initial purchase process, delivery, or post-purchase support.
Make plans to improve the customer experience after identifying the critical touchpoints. Three examples of this are offering individualized experiences, customizing valuable content to inform their decisions, or developing a client loyalty program.
Educating your staff on best practices for providing good customer service is crucial. This can involve dealing with customer concerns or going above and beyond for clients.
Finally, tracking and gauging client satisfaction is critical to continuously enhancing and optimizing the customer experience.
Retargeting ads can be an effective marketing strategy for struggling office furniture brands looking to increase sales and bring back potential customers. Some of the reasons are:
Here are some recommendations for using retargeting ads to help struggling office furniture brands:
In conclusion, struggling office furniture brands can recover and succeed by implementing the following marketing moves: investing in content marketing, utilizing influencer partnerships, implementing retargeting ads, offering special deals and promotions, and focusing on customer service and experience. Office furniture businesses may differentiate themselves in a crowded market, draw in new clients, and keep existing ones by putting these tactics into practice. To maximize and enhance the success of these marketing strategies, keep track of their results and assess them often.
OpenIA. "5 Marketing Moves for Struggling Office Furniture Brands." GPT, 15 Mar. 2022.