Art Van’s Marketing Revolution: How Interim Leadership Shaped a Cost-effective Media Strategy
Art Van, a billion-dollar regional omni-channel retailer and franchisee, found themselves in a period of transition after being purchased by private equity firm TH Lee. They faced challenges in stabilizing and improving their substantial annual marketing expenditure. As a company with six decades of history in the Midwest furniture and mattress industry, a fresh perspective on their media strategy and execution was needed.
Chameleon Collective was brought in to provide interim leadership, aiming to instill stability and drive clarity around Art Van’s marketing efforts. Key to this process was a thorough evaluation and replacement of existing agency and vendor relationships. By identifying more cost-effective and industry-leading solutions, Art Van could better allocate their resources. Furthermore, a data-driven approach was instituted to ensure marketing spend was targeted and effective. The media mix was reallocated for optimal results with less investment. A ‘store-first’ execution strategy was implemented, focusing ad dollars on measuring increasing footfall. To sustain these improvements, an in-house media team was recruited and mentored, setting the stage for continued growth and success.
Within six months, Chameleon’s efforts had directly saved Art Van millions of dollars in unnecessary agency and ad expense. The firm built a world-class, in-house media team, and provided the strategic framework and executional leadership needed to realize substantial improvement across all aspects of Art Van’s media efforts.