Dinner & A Show

Or How I learned to love random comments

Cinmar• Oh yeah, I remember, catalogs right?• Where do you find feedback?• Dinner with Frontgate• Grandin Road’s Halloween Haven

Oh yeah, I remember, catalogs right?

• Frontgate Catalog Launched 1991• Grandin Road Catalog Launched 2003• 63% of Demand Comes Through Digital

Where do we find feedback• Dig Deeper– Beyond social• Email• Call centers• Customer dinners/focus groups • On Site Search terms • Chat Forums

– Look for patterns and don’t overreact to individual comments

Dinner with Frontgate• 3 Markets – New York, Dallas & Los Angeles• 6 Frontgate Homes• 36 Customers

What We Heard• Quality is expected• Surprise and delight • Striving For Perfection Is Out - Maximizing

Function Is In • Lifestyle resonates • Always in Inspiration Mode• It’s About the Experience

What are we doing• Lifestyle and Content Focus– Editorial Based Content– Entertainment Offerings – Wine/Cheese Club

• Developing Authority in the Space– More Design Specialists – Online Design Guides– Assisted Selling Tools– Extending Our Offering

ROI“Paul,

I am actually crying. Full on crying after reading that. And then Ilook over at Brent and HE IS TOO!!!!! It's the most beautiful spreadyou've ever done. I'm so happy I could scream.

I don't even have the words to describe how pleased we are.

Dayna D.”

ROI“Paul: I looked through your summer catalog and was pleasantly surprised to see diversity. You had pics of the different children playing together. It could have been a blended family. Lastly, there was the pic of the man and woman floating in the pool together. It looks like your company supports people loving whoever they want. I could be wrong. Just the same, I enjoyed seeing this in the context of selling an idea of quality living. I'm sure there are plenty of people that fit this mold. Seeing this layout would improve the chances of me purchasing from Frontgate as opposed to a competitor. I thought it was important for you to hear from potential customers and know we support who you are targeting in your advertising. Sincerely,Barry A.”

Grandin Road’s Halloween Haven• Growing Part of GR’s Product Offering• 47 pages in 2012 Catalog out of 96• Over 388 Exclusive Products Offered• Only 13,000 Views of last year’s video• 30% of 2012 Overall Demand• 70% of Demand is Digital

What We Heard• Real excitement in the marketplace• Halloween #1 term for onsite search in May• 107 pages of comments on

HalloweenForum.com• First mention of HH on HalloweenForum.com

this year – 13 March• Constant stream of Facebook and Twitter

comments in anticipation of the HH launch

What We Did• Launched one month earlier• Launched a 74pg dedicated HH Catalog• 150 New Halloween Haven Products• Developed integrated content and social

marketing plan• 4 Different Videos• Blog Launch• Top 10 Lists – Movies, Products, Makeup

Tips, etc.• Spooky Décor Photo Galleries• All Content seeded, tweeted, pinned,

fb’ed and houzzed• Continued to monitor onsite search and

social channels

Halloween Haven 2013 Performance (thru Sept)

• 17k Views of Teaser HH Video

• 45k+ Views of HH video• 109% YOY increase in

Revenue

Things We Learned• Extend your listening channels beyond the

norm• Leverage Free Data Sources• Content is King• Connect On A Human Level• ROI is not always revenue based• React to Patterns