American Leather

STARTING FROM SCRATCH, PLAYING WELL WITH OTHERS
Back in 1993, the founder of a start-up retail leather manufacturer called Mary. He respected her work from their years together at Steelcase and asked if she and her team could tackle the market research and strategy for a new brand: American Leather. It didn’t take long for the team to reign in the entire account, handling all aspects of marketing from annual planning to creative. It meant coordinating implementation with the client based in Dallas and its contracted professionals. RM+D art directed photographers, synced creative with television advertising and messaging with the public relations agency. We also fielded requests for customized campaign materials (print advertisements, direct mail, etc.) by retailers nationwide.

A RETAIL LEATHER FURNITURE MANUFACTURER WHO WANTED TO INCREASE BRAND AWARENESS
The strategy was twofold: increase advertising exposure in national trade and consumer publications and develop a retailer partner program to support exposure locally.

INCREASING NATIONAL EXPOSURE
Our strategic launch of the comfort sleeper covered a number of marketing initiatives: print and radio advertising, publicity, collateral, point-of-purchase displays, Web, brochures and training materials. Sales rose from 2.5 sleepers a week to an after-marketing wake-up call of 10 a week. We’ve developed strategic plans for new business ventures, breaking into the hospitality market and opening retail stores.

American Leather currently isn’t an active account for RM+D.