J Douglas Interiors Email Campaign
An Invitation to High-End Furniture Retailers
01_
Project
overview
JDouglas is a wholesale leader in trendsetting home furnishings, with showrooms in Atlanta, GA. and Highpoint, NC. Serving as an agency and retailer of top-tier interiors and furnishings, JDouglas partners with designers and craftsmen across the country to find great homes for their products.
Doug Self, JDouglas’ owner and creative visionary, reached out to Jamie Martin at Partners Marketing Group for marketing direction with their tradeshow emails for the 2018 Highpoint Market. Doug really wanted interior designers and high-end retailers to explore JDouglas’ showroom with its unique brand offering and nearly 300 new products.
02_
Background
One of Doug’s goals was to ensure that JDouglas’ subscribers had a sense of his showroom’s wide array of product offerings, especially those from new designers and makers. Ultimately, with several wholesale retailers also having competing products and their own customer base, being a stand-out with luxury interiors was paramount. Designers and buyers are super visual people, so being specific about time, location, and upcoming products would really encourage loyalty and showroom attendance.
Role:
Brand strategy
Art direction
UI design
Collaborators:
Partners Marketing Group
Doug self (client)
03_
Process
In our initial kickoff meeting, Jamie and I started off with understanding JDouglas’ history and brand. We also understood that the goal was really to celebrate the the product offering, especially in light of prior email campaigns that were mediocre.
Understanding the demographic of JDouglas.
- Trendsetting interior designers
- Luxury retail buyers
-SpecifiersResearching industry competition such as Crate and Barrel, Williams & Sonoma, and Neiman Marcus, as they are high-end retailers with customers of distinguishing creative taste.
Accessing image and branding assets
Generically defining email content in 3 different emails that would be sent to subscribers:
1. Intro email describing the Highpoint Market opening celebration in the Arteriors Building in Highpoint, NC and general overview of new products.
2. Email emphasizing bedding product offering
3. Email showcasing home accessories and accents.Putting together initial email concepts for feedback.
Taking notes…I actually lost the detailed wireframe sketches. Maybe they’ll turn up somewhere…
Gathering inspiration…
Below are a few magazine pages that spoke to the style and approach that Jamie and I worked to create the look and feel JDouglas was looking for.
04_
Outcomes
Lots of sketches (if I could just find them…somewhere), conversations, more inspiration, and revisions had us land on 3 distinct emails for our email campaign (powered by Mailchimp) that JDouglas really felt spoke to its audience of trendsetting influencers about why the 2018 Highpoint Market was must-see event, and JDouglas’ unique product line from designers and artisans from around the country were worth the visit.
The final approved emails