Attract Generations X and Y online

Upholstery Journal | June 2010

by Amanda Brown and Lizzie Nguyen

People born between 1965 and 1995, known as Generations X and Y, make up the largest consumer group in the United States.

With over 30 million people more than the Baby Boomers, X and Y have the most influence on consumer goods in American society. These generations may be unfamiliar with the process of upholstery, as opposed to their predecessors, and tend to buy new furniture instead of revamping the furniture they already own. However, it’s their attraction to products that allows them to be creative with their personal space and makes them ideal upholstery clients. Upholsterers can gain these consumers as customers by marketing to them in a way that is in tune with how they find and use information.

A recent survey conducted by Spruce revealed that 90 percent of Generation X and Y participants value online advertising higher than radio, television or print ads.  Generations X and Y are much more likely to go to their computer, rather than a phone book, to find a service provider.

Being online enables these consumers to educate themselves about upholstery in an environment where they are comfortable. At a minimum, your business should appear in the search engine’s local directory when the customer performs a search.

Google and Yahoo offer directory listings—at no charge—and will include general business information, such as address, phone number, website and hours. This is a good way to attract some consumers, but the local directory listings are crowded with competition and limited to the consumer’s immediate neighborhood.

A freestanding business website that includes contact information and a list of services is an even better way to capture Generations X and Y. An image gallery gives visual information about upholstery options and processes. This helps these customers feel more at ease with upholstery services, which may be new to them.

Additionally, search engines themselves can act as advertising. When consumers search using keywords, search engines ensure that websites containing those words appear. With very little competition currently online, the cost for upholstery advertising is very low.

Generations X and Y also search online for reviews of businesses with which they have little experience. If they are unsure about the process, they will want to know that you are friendly and willing to answer questions.

Online reviews provide valuable information about available services, cost and timeliness. Asking current customers to provide positive feedback on websites such as Yelp, Angie’s List, or Citysearch will contribute to your business’ online presence and reputation at little or no cost.

Although the new wave of consumers is largely drawn to online information, properly placed print advertisements are still a good way to reach Generations X and Y. Local publications that concentrate on local businesses, style and social events are more applicable to local consumers. These are commonly edited by members of Generations X and Y, thus appealing to more X and Y readers. Advertisements in these publications can be expensive and require months of exposure to be effective, so do your research before committing your advertising dollars. Check with similar businesses that appear in the publication about the response they have received from their ads. Also, ask for a media kit from the publication to make sure their targeted demographic is appropriate for the consumers you are trying to reach.

If your advertising budget is small, as most businesses’ are these days, consider printing and distributing your own marketing materials to local hot spots, such as coffee shops, restaurants and bakeries. Consider networking with other businesses that are closely related to your service, such as fabric stores, drapery shops and retailers, who sell vintage or antique furniture in need of upholstery. It is important to make your advertisements visually appealing with photos or bright colors that will grab the attention of a passerby. 

As members of Generation X, it is easy for us here at Spruce to recognize that these generations are valuable to future business growth in upholstery. By making your business more accessible through current modes of online and print advertisements, Generations X and Y will have the information needed to seriously consider upholstery rather than buying new when creating their home environments.

Amanda Brown and Lizzie Nguyen began Spruce in January 2008 to bring an updated approach to upholstery and furniture design. Spruce provides custom upholstery services, a large selection of designer and vintage fabrics, weekend upholstery workshops, and rejuvenated and inspired furniture pieces from vintage and antique furniture available for purchase in its Austin, Texas showroom. For information, visit www.spruceaustin.com. www.spruceaustin.com.

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