Furnishing a Customized Approach to Advertising
Read time: 3 minutes
Freed’s Fine Furnishings is a family affair. Erin Krueger and her husband Dustin are the newest additions to this South Dakota small business. They joined her parents in running their Rapid City furniture company in 2015.
“The store actually started in 1922," explained Krueger. "We're getting close to 100 years, which is awesome."
Over the years, Freed’s has grown to include three unique stores across town: Ashley Homestore®, Freed’s Floors and 5th & Main Furniture by Freed’s. Since the locations are operated separately, they're also advertised separately. With multiple messages in the market, targeting the right demographics is crucial for success.
"Retail furniture is something that is drastically changing every day," said Krueger. "We've had to become a lot more creative in our advertising processes and the promotions we've run. We've also had to change our target customer. We're looking for customers who want an in-store experience, because that is what we have to offer."
Effective Advertising Made Simple
To help them make sure the right messages reach the right customers, Freed’s turned to Midco® more than 15 years ago to help with local media buys.
"Being able to get our message out in a targeted way has made us more competitive," said Krueger. "Midco pays close attention to TV network demographics, so I can match the customers I'm trying to target."
"We’ve had a long partnership with our advertising sales consultant, and it’s so refreshing to have someone you know taking care of your account and making me feel like my money is being spent wisely," added Krueger.
Producing Cost-Effective Commercials
Beyond placing the ads, Freed’s also trusts Midco to help bring marketing ideas to life by collaborating with the Midco creative services team.
"As a small business, we have to wear a lot of hats," explained Krueger. "I do the advertising, and so having the ability to turn to Midco to produce our TV commercials is huge. For us to go out and find an individual videographer or an agency to shoot our commercials would just be very cost prohibitive. Being able to bundle the production in with our media buy is one of the main benefits of working with Midco."
With the competitive nature of the furniture business, Krueger and her family often have to move fast when it comes to advertising – something she has in common with her Midco partners.
"They're very accommodating," stated Krueger. "They understand that I move quickly, so they move quickly with me. I remember one time I called Midco here in Rapid City on a Tuesday, and the local videographer was in the store by Friday shooting an ad for me. I appreciate the fluid approach to how they work, because it matches how I work."
The Value of A Local Partner
With a family-run business, Krueger relies on the support and customer service she receives from her local Midco team.
"It’s nice to work with a media company that’s a bit more localized," said Krueger. "I feel like I'm getting a lot of value for what I’m spending. We really watch our budgets closely. With Midco, I know right where my money is going, and I know it’s working."