IMG Australia is a furniture company specializing in recliners. The company launched a marketing campaign targeted towards 50-plus females with household incomes over $90,000.

Method

• The campaign was launched through a print magazine distributed through letterbox targeting local areas to stores. The magazine featured the company’s range of recliners which were designed to look as palatable and trendy as possible for women, who typically enjoy and purchase recliners less than men.

The results

• Sales increased by 45% compared to the same period in the previous year. In addition, the company saw a 30% increase in floor stock sales to retailers.

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