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| CLIENT: THE WICKER LADY | |
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Full-service design retailer |
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| Marketing Challenge: "Everybody" in the Boston market knows that The Wicker Lady sells premium wicker and outdoor furniture. However, with a name like that, how do you also get the upscale Boston market to shop The Wicker Lady for interior decorating services and more traditional interior furnishings like Hickory Chair, Maine Cottage, and others. Prescott/Levinson created the marketing strategy to help The Wicker Lady change direction from specialty retailer to full-line, upscale design retailer. | |
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| -Direct mail postcards | |
| Marketing Strategy: Although our focus on wicker and outdoor furniture continued in season, during the rest of the year, advertising promoted their sense of style, accessorizing, and interior decorating expertise. We also promoted decorating vacation homes with the hope that this would serve as a bridge between casual furniture and the interiors of customers' primary homes. A heavy newspaper schedule was reduced in favor of radio, magazine, and direct mail advertising. | |
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Results:
Dramatic sales growth. Seasonal cyclical periods evened out.
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