Targeting Designers with a Loyalty Program and a New High-End Brand
Co-CEOs Jason and Justin Kachan launched Sagebrook Home in March 2015, with a mission of bringing a fresh, innovative, and affordable approach to the home decor industry, initially targeting retailers and off-price chains. In January 2023, BMM Marketing joined Sagebrook Home’s growth journey aiming to expand market reach within the affluent audience of interior designers and increase corporate profitability, goals that required a new brand strategy and a 3-year marketing blueprint.
Benefits
- Established brand identity, positioning, and value propositions for both Elevarre and Sagebrook Home.
- Conducted audience research, competitive analysis, and developed a customer journey and touchpoints strategy.
- Implemented performance metrics, annual roadmap, communication flow, pricing and customer retention strategies.
- Identified growth opportunities with designer groups, as well as promoted partnerships with celebrities and key players.
- 50% increase in sales in the quarter following Elevarre’s launch. Guided content that achieved 10x average performance. Guaranteed SH brand exposure on HGTV’s audience phenomenon ‘Rock the Block’.
A Crafted Customer Experience
With customer experience at the heart of the brand strategy, BMM Marketing collaborated with Sagebrook Home’s stakeholders and marketing team to discover brand performance and identify loyal clients along the customer journey, selecting them as part of an exclusive VIP group. This selection of brand advocates, paired with in-depth interviews with the entire sales team, laid the foundation for qualitative research that shaped Sagebrook Home’s brand blueprint and set ambitious goals for the year ahead. The company’s mission evolved to become: “To be the best company to partner with.”
VIP Designer Program
The program aimed to connect Sagebrook Home more deeply with the needs and aspirations of its new target audience. By understanding their purchasing behaviors, priorities, price points, and perspectives on competitors, Sagebrook Home gained valuable insights from high-end consumers. The program launched during the High Point Spring Market in North Carolina, positioning the brand closer to the designer audience.
Thinking about the opportunity cost of keeping a certain audience out for your brand’s reach?
Roadmap to Success
Armed with a refreshed strategy for brand touchpoints and the customer journey, Sagebrook Home implemented a clear roadmap with milestones and KPIs. With full alignment across all departments—marketing, sales, merchandising, logistics, customer service, and claims—the company worked cross-functionally to meet new standards and fulfill its mission. This laid the groundwork for the development of its new high-end brand, Elevarre, and set the foundation for the corporate communications and PR alongside the specialized media.
Elevarre
With a mission to "Bring moments of inspiration and surprise through creative design and sophisticated aesthetics," Elevarre was crafted to meet consumer needs while complementing its well-established sister brand, Sagebrook Home.
Sophisticated Design for Tasteful Living
The Fall 2023 launch of Elevarre at Sagebrook Home’s new, state-of-the-art showroom in High Point was a resounding success, driving a 50% increase in sales. The event included a Designer Panel in partnership with Furniture, Lighting and Decor and a celebratory gathering that brought designers together. The youthful brand showcased its commitment to excellence, innovation, and outstanding customer experiences.
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