Levin Furniture is a Pennsylvania institution, having been in operation since 1920. Levin's has 39 locations throughout Pittsburgh and Cleveland specializing in furniture, mattress, and clearance outlets. Local Solutions has worked with Levin Furniture since 2017, and has helped them achieve market success over the last two years. Most recently, we have helped them transition their marketing strategy to keep up with the evolution of consumer behaviors, their business structure, and leadership over the last twelve months.
Market Challenges
Levin Furniture, like many traditional brick-and-mortar stores, has faced increasing competition from cheap, online competitors. At the beginning of 2018, Levin’s didn’t feel a strong sense of urgency to shift their marketing and media tactics. They were already receiving a tangible ROI on their media spend and had seen consistent results from our digital and traditional marketing strategies. However, Account Executive Natalie McMurtrie wanted to develop a new plan utilizing the most current advertising strategies.
Tactics Used
Working with Levin Furniture to develop a business-specific strategy, Local Solutions provided expert advice, reporting, research, and insights on the most up-to-date strategies. We focused specifically on a multi-faceted solution that strategically reaches new customers by placing a high focus on conversions. The new tactics used include:
- Mobile in-app ads that target competitor locations, designated market areas where Levin’s stores are located, and furniture and mattress shoppers
- Audience extension targeted display ads on a variety of sites that align well with the ad content and potential furniture and mattress shoppers
- Retargeting to further the reach of each ad
- Display and rich media ads on local news-site WPXI.com
- Video pre-roll on WPXI.com prior to featured news stories
- Over the top (OTT) ads that play on popular streaming devices such as Amazon Fire TV, Apple TV, Roku, and more
Local Solutions and Levin Furniture saw a marked increase in potential customers in 2018 using these new tactics and a record sales year. We are proud of our partnership with this nearly century-old business, and plan to help Levin Furniture reach potential customers well into the future.
Kimberly Tuscan, Advertising Supervisor – Levin’s and Wolf’s:
Natalie and the entire CMG team has been a great asset to the Levin's media team. We feel very strongly that we can rely on them for fair and honest insights and suggestions about the direction of our marketing efforts. It’s evident that they all are invested in the success of our company and have become an irreplaceable partner.
Google Analytics 4Q18 vs 4Q17
4th quarter 2018 was the first full quarter to include the above changes made, specifically OTT in both Cleveland and Pittsburgh markets every week, mobile precise, targeted display and their sessions in that same time period from the prior year grew 2.8% (+18,100) and bounce rate was DOWN 10%. Our new strategy and tactics not only increased overall traffic to the site, but brought quality potential furniture and mattress buyers.
