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Overseas Markets and Meta Ads for Furniture Companies
Hello dear readers,
As I was reviewing Turkey's 2024 export report, I thought it might be useful to share my own advertising experiences related to the furniture industry. In this article, I want to discuss potential countries where luxury furniture companies can sell abroad and offer target audience suggestions for these markets. If you're in this sector or have an interest in it, I hope this article will be helpful to you.
Turkey in the Furniture Industry
According to TİM's 2024 export report, Turkey's exports in the Furniture, Paper, and Forestry Products category reached 8 billion dollars in 2023. Furniture production takes place in cities like Bursa, Ankara, Kayseri, İzmir, and Adana, and these cities export their products worldwide.
In the export rankings by sector, furniture is in 10th place.
Based on my personal estimates, the monthly turnover of leading luxury furniture companies ranges between 5-20 million ₺. Since these are high value-added products, although the sales volume is low, both turnover and profits are high. In addition to furniture sales, when they take on project-based work, they can achieve even higher revenues.
The shortcomings I observe include packaging issues, problems with quality control, missing parts being sent, and delays in supply processes. If manufacturing companies can overcome these problems, it would not be unrealistic to expect an increase in our market share in exports.
Potential Countries
Reaching the right audiences in the right markets is crucial for the success of luxury furniture brands. Along with my team, I have supported many companies with digital and export sales assistance in the luxury furniture field. Based on these experiences, I would like to suggest some countries where you can also achieve success.
States like Texas and New York in the U.S., cities like Lagos and Abuja in Nigeria, and countries such as Saudi Arabia, Qatar, Israel, Poland, Germany, the UK, the United Arab Emirates, and Iraq are markets where we achieved successful results in the furniture sector.
In addition to these, other countries where I know brands are making sales include Russia, Azerbaijan, Kazakhstan, South Africa, Dubai, Kenya, Ghana, Oman, Senegal, and Australia.
Target Audiences
If you are considering advertising in these countries, it is important to accurately define details such as the age range, interests, and demographic characteristics of your target audience. For example, targeting individuals aged 30-60, interested in modern furniture, and English-speaking in Nigeria can yield good results.
Here are a few target audience settings that have brought us success in the past. You can review the images and apply them to your own audiences as well.
Ad Creatives and Campaign Management
I create my ad campaigns using Meta's Ads Manager. Images sized 1080x1080 pixels and videos sized 1920x1080 pixels are among my most preferred formats. Creatives with 10 images in a carousel format, in particular, can capture the attention of your target audience.
Since the brands I work with don't share prices on their websites or social media, I preferred message conversion ads and profile visit ads. If you can display prices on your site, using other ad models and integrating with Facebook Pixel can help you achieve successful ad results.
In message ads, my goal is to generate conversions through sales campaigns and direct customers to communicate via Instagram DM or WhatsApp. In the luxury furniture sector, the need to cater to special requests and offer personalized solutions makes these communication methods more effective.
Another factor is that many manufacturers frequently change their prices and follow different pricing strategies, which is why some manufacturers don’t allow price sharing on their websites.
If you can share prices on your site, it will benefit your SEO and digital ads. Google sends warning emails if there is no price tag, and websites with price tags tend to rank higher in searches compared to those without. For sites with prices, message ads are generally not preferred.
The Importance of Sales Representatives
No matter how successful your ads are, the experience and skills of the sales representative who communicates directly with the customer in message conversion ads will be crucial to closing the sale. In the furniture sector, the attentiveness and knowledge of sales representatives are key factors that directly impact the return on your ad budget.
Therefore, it is essential to employ experienced sales representatives. To enable your sales team to act quickly, they should have easy access to necessary information, such as price lists, size charts, color palettes, fabric options, the production process, and shipping timelines, during the sales process.
Ad Platforms and Competitor Analysis
Furniture companies typically advertise through Meta, particularly on Instagram, although Facebook can also be tried. We have rarely gained customers through Facebook. I recommend checking Meta’s Ad Library to analyze your competitors. Here, you can see which creatives your competitors are using and which countries they are targeting with their ads.
You can access the Meta Ad Library here.
Ad Budget
In the luxury modern and classic furniture sector, achieving success with international advertising may require substantial budgets. With advertising budgets of 100,000 TL and above, running multiple campaigns will likely yield positive results.
Platforms for Achieving Success
I have experienced that brands in the luxury furniture sector are making sales on platforms like Google, Instagram, and TikTok. Primarily, Instagram and Google search network ads are being utilized. If you add the necessary tools to your website to capture cross-platform customers and conduct remarketing, you can collect visitors from Google and social media into a pool and remind them of your brand with targeted ads.
Final Words
In this article, I discussed potential countries in the luxury furniture sector and the target audiences I used in Meta ads. In future posts, I plan to share my thoughts on other advertising platforms as well. I would be happy to hear about your experiences and opinions in this sector. Please share them in the comments!
Thank you, and I wish you great success!
Sources;
https://tim.org.tr/tr/yillik-ihracat-raporu
