NORNORMS was launched as a new venture in 2020 with financing from Inter IKEA Development to break into the office furniture market. NORNORMS uses a subscription-based furnishing model, letting its customers subscribe to beautiful, affordable, and fully circular furniture. Eidra was brought in from day one to build and run customer acquisition. The challenge was to establish a new brand with a new sustainable business model in an old category at a time when everyone was leaving the office.
Breaking into the Office Furniture Market
NORNORMS needed to break into the office furniture market with a subscription-based model. The challenge was to establish a new brand with a sustainable business model during a time when office spaces were being vacated. Eidra created a full communications and customer acquisition strategy to sell NORNORMS’s unique offering.
Securing Trophy Clients for Brand Trust
A growth team was established to ensure fast execution from strategy to actions to insight and back to strategy. The growth team developed a website, advertising campaigns with assets, a tracking and analytics setup, and a CRM system across four markets.
An account-based marketing strategy was developed to secure a few handpicked “Trophy Clients” to create awareness and trust for other prospects. Spotify, Klarna, Uber, Netflix, and Salesforce were picked as the first 5 trophy clients.
Immediate Success with Lead Clients
Within 24 hours, NORNORMS had a lead client due to the campaign. Shortly after, three of the five selected companies also became NORNORMS’s clients.
Eidra created a unique data-driven sales tool, Bloodline, for NORNORMS to identify companies about to move, maximizing efficiency by reducing the overall cost per lead to 1.66 calls per lead.
The right strategy is half the work. It needs to be coupled with an iterative, collaborative, and creative approach along with fast-paced execution skills in a team effort with the client to reach the hard business objectives.
The results:
- +20k monthly sessions (after 5 months)
- 1,66 calls to reach a lead
- 14 months to reach 10k installed users (100k sqm)
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