Case Study: X-Chair
An omni-channel growth strategy from go-to-market to exit
SITUATION
X-Chair developed the first Direct to Consumer office chair. Office chairs were largely dominated by big box retail or institutional decision makers and X-Chair wanted to change that. They chose MM to develop a strategy to create the DTC market for a luxury office chair. Not having any media knowledge, they looked for MM to guide them on how to test into media and scale efficiently.
TACTICS
MM deployed a multimedia strategy that was media-agnostic. Testing a variety of mediums and letting the results dictate the investment. What started as Radio and Print, developed into TV, Radio, Print, and Podcasts. Each serving in their own performance capacity and creating a complimentary ecosystem that maximized audience reach.
RESULTS
Initial results on radio and print were off the charts. This created a sustainable revenue flow and ability to really build the business. The addition of Host Endorsed Radio and Podcasts and then TV launched the company to the next level. Television became the bellwether of the campaign with radio, podcasts and print each having profitable channel designations. The campaign today is over 7 figures in media spends. In, 2022 the founders had a successful exit event. MM maintains the media buying responsibility today under new ownership.
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“They are metrics driven and unemotional about analyzing our buys and our results to optimize results.”
– Tony Mazlish, Founder
