OVERVIEW

Appliance Gallery in Dayton, Ohio, has served affluent consumers and luxury homebuilders for more than 30 years. They carry a wide array of appliances for the kitchen and laundry areas as well as everything needed to create a beautiful outdoor kitchen. They’re showroom features nine complete kitchen galleries to help guide consumers in creating their ideal kitchen, and the Appliance Gallery team is both accredited and incredibly capable at working with both builders and buyers.

CHALLENGE

Stalled Growth, Little Local Brand Awareness, Unclear Path Forward

Even with more than three decades in the local appliance market, Appliance Gallery was still mostly unknown. Relying largely on local magazine and newspaper advertisements, owner John Redden realized that it may be time to try something new and different to make a positive impact on both the company’s local brand awareness and the bottom line. Another challenge was the fact that John was unsure how to develop a marketing plan that would help Appliance Gallery grow. Local advertising agencies were eager to sell him more advertising, but they had little understanding of the industry. John also knew that the company website was out of date. But should he use an industry-specific service to build one? Should he invest in a custom website? And what strategy would help capture new customers for premium and luxury brands?

All of these questions seemed overwhelming. After all, John was an expert in appliances, not in website design or digital marketing strategies. But with no clear path forward, any expenditure on advertising would be wasted money. What he did know was that he needed someone with experience navigating the appliance industry who also knew how to reach a high-end audience. 

SOLUTION

A Complete Custom Strategy

When Affluent Bridge connected with John, our first step was to walk through building a complete company strategy, which included:

• A company rebrand
• Research to identify their ideal audience
• Strategic plan to leverage the right media 
• A revised annual budget for advertising 
• Direct communications with manufacturers to find additional support 

We also determined that modernizing the Appliance Gallery website through a known appliance industry hosting company did not have to be expensive and that adding a blog was essential to educate customers on premium and luxury brands.

Additionally, we recommended updates to his showroom that would enhance the customer experience. The Appliance Gallery staff moved quickly while the team at Affluent Bridge rebuilt their logo, established a new branding style, and presented the company in a different light.

RESULTS

Triple the annual growth rate in the industry!

When Affluent Bridge started working with John, he told us his goal was to maintain his average 15% growth. We warned him that it would take time, but we expected to see results within one year. Shortly before we hit the one year mark, John shared that, to his surprise, he was actually averaging 30% growth—triple the annual growth rate in the industry.

Our new strategy—focused on reaching high-end homeowners through email marketing, digital advertising, luxury direct mail, and highly targeted local newspaper ads—was working. Additionally, his builder client base doubled, and John recently expanded his showroom to twice its size without breaking the bank.

Within a few short years, Appliance Gallery has become widely known in the Dayton area, and John is recognized as a leader and preferred supplier to the custom home-building industry. This is the power of finding the right partners with the marketing knowledge and expertise you need to help your business grow. That’s what we do at Affluent Bridge.