MiiX Interiors
Overview
MiiX is a family-operated business based in Richmond, BC, founded in 2010 as a staging company. Over the years, they have expanded into furniture design and retail, now employing over 25 people. I joined at a pivotal moment when the company needed to revamp its marketing strategies to boost its staging and retail divisions, especially in the digital age.
Challenges:
Outdated marketing strategies that were costing the business money without results.
Lack of industry focused imagery
Lack of proper tools and strategies for tracking and optimizing marketing spend (e.g., CAC).
Lack of digital marketing presence and tools (e.g., no Facebook Pixel installed).
Lack of Brand Positioning.
Generic looking website.
Difficulty in targeting the right audience for both B2B and B2C markets.
Solution
Installed Facebook Pixel, Google Analytics and revamped the marketing positioning.
Developed a more personal approach to marketing by introducing employees and the owners.
Calculated Customer Acquisition Cost (CAC).
Revamped photography.
Collaborated with graphic designers and copywriters to create compelling email marketing campaigns.
Helped implement a CRM system.
Led the development of LinkedIn profiles to focus on B2B sales.
Worked with the internal sales team to identify and target the right B2C audience through keyword research and product-specific marketing.
Collaborated with the product team to select fabrics and styles that aligned with market trends.
Organized store events with HR, contributing to both marketing and administrative tasks.
Key takeaways
Revamping marketing strategies has been essential for MiiX's growth in both their staging and retail sectors.
A personal, human-centered approach in marketing can greatly enhance brand connection with the audience.
Utilizing digital tools like Facebook Pixel, CRM systems, and segmented email lists can significantly improve targeting and customer engagement.
Collaborative efforts across departments (sales, product, HR) are key to successful marketing execution.
Identifying and targeting the right audience with data-backed decisions (keywords, CAC, etc.) leads to better ROI and optimized marketing spend.