Client Name: Maiso furniture

Country: Jordan

Client overview:

Maiso is one of the best furniture brands in Jordan that been in the market for 15 + years. Italian origin, great quality and reasonable price. Serving the B+ and A customers. They were facing a 30 % drop when they assigned us to handle their business in Feb 2020.

The problem:

  • Many new competitors had entered the market in the last 5 years.
  • Maiso s marketing efforts were weak and limited only to traditional offline methods.
  • Sales team were incompetent.
  • Potential customers in the market decreased, as the purchase power decreased as well due to economic circumstances.
  • Brand identity was lost.

Strategy:

We put a 1 year strategy with the following Objectives:

  • Reduce the drop by at least 15- 20 % in 2020
  • Reach 1 + million potential customers at least 6 times.
  • Achieve 6 + million
  • Increase fan base by 1,000 2000 followers on both channels a month.
  • Increase organic reach by 10-15
  • Get 2000 + massages in 6 months
  • Decrease post engagement cost by 10-15 %

The strategy was:

  • Assign 10,000-15,000 $/ year for social media marketing budget and cut all other marketing costs.
  • 65 % of the efforts on Instagram, 35 % on Facebook.
  • Redefine the brand identity: Visual, Voice, Values and etc.
  • Work the Brands power base: get use of the database of 20,000 + customers information they had in the 15 years in the market.
  • Take the visual content quality to a much higher level.
  • Evaluate sales team and conduct an intense training.
  • Assign 25-35 % of budget to reach new people, 65-75 % to retarget our 10 years customers database.

Results Summary:

Although an unexpected worldwide pandemic occurred out of the blue, We succeeded to hit beyond our target on all KPI’s:

  • 1 + million.
  • 7 + million impressions.
  • 290 k+ engagements.
  • 2,700 + massages.
  • 15 % growth in sales (reduced the drop to the half).
  • 20 % growth in organic reach.

Theme and posts/before

Theme and posts/After