MBI Direct Mail + Digital

Retail & Local / Home, Fashion & Specialty Retail

Furniture store marketing built around a seasonal showroom clearance

Furniture store marketing at MBI is two campaigns: a seasonal showroom clearance campaign, whose mail goes to nearby neighborhoods as oversized postcards carrying sale items, price-led offers, showroom hours and a location map, and an in-stock inventory carousel and local store-traffic campaign on Facebook and Instagram.

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Direct mail

Which households does furniture store direct mail go to?

The short answer

A furniture store's direct mail is aimed at households in the neighborhoods around the showroom, and the piece is an oversized postcard. It carries sale items, the price-led offer, the showroom hours and a location map, so one card answers what is on sale and when the showroom is open. MBI selects the addresses, prints the card and mails it.

What the sources document. This vertical's direct mail targets nearby neighborhoods with oversized postcards that feature sale items, price-led offers, showroom hours, and a location map.

USPS Domestic Mail Manual 602.5 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date with one of the USPS-approved methods, which include Address Change Service and the National Change of Address Linkage System (NCOALink).

USPS Domestic Mail Manual 602.5

direct mail marketing services targeted direct mail direct mail mailing lists

Postcard · Direct Mail

Oversized clearance postcard: a seasonal showroom clearance under the store’s own lockup, seasonal showroom savings on pieces ready to take home, with in-stock furniture and local delivery marked along the middle, four room shots beneath them, and the showroom’s street address, hours, phone number and web address across the foot.
Oversized clearance postcard: a seasonal showroom clearance under the store’s own lockup, seasonal showroom savings on pieces ready to take home, with in-stock furniture and local delivery marked along the middle, four room shots beneath them, and the showroom’s street address, hours, phone number and web address across the foot.

One card

Direct mail

What is a furniture clearance sale campaign, and what does it mail?

The short answer

When a furniture showroom holds a clearance sale, the campaign around it is the seasonal showroom clearance campaign: oversized postcards to nearby neighborhoods carrying the sale items and a price-led offer, with the showroom's hours and a location map on the same card. MBI plans that drop and produces the card behind it.

One team. MBI is one company that plans, produces, and delivers ... from a single team in DeLand, Florida, and data, print, and delivery have been in-house since 1989.

postcard mailing services direct mail cost

Postcard · Direct Mail

Neighborhood showroom clearance postcard: showroom clearance, explore the final pieces of the season, over the showroom floor with its sofas, dining sets and accent chairs laid out under the lights.
Neighborhood showroom clearance postcard: showroom clearance, explore the final pieces of the season, over the showroom floor with its sofas, dining sets and accent chairs laid out under the lights.

Facebook and Instagram

Which in-stock pieces belong in furniture store Facebook ads?

The short answer

The pieces that are in stock. A furniture store's local Facebook and Instagram campaign runs inventory carousels and map or location cards to drive showroom traffic, supported by prospecting and remarketing audiences. MBI builds the audiences and runs the carousels and the map cards for the showroom.

What the sources document. Local Facebook/Instagram inventory carousels and map/location cards are used to drive showroom traffic, supported by prospecting and remarketing audiences.

Meta's advertising standards state that advertisers are responsible for understanding and complying with all applicable laws and regulations, and that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices, including those meant to scam people out of money or personal information.

Meta, Advertising Standards

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Meta ad · Facebook

In-stock feed unit: in stock, ready for your room, see what’s on the floor today, with a sectional sofa, a dining table and a queen bed each pinned to its own in-stock count, and browse the showroom across the foot.
In stock. Ready for your room.
In-stock feed unit: in stock, ready for your room, see what’s on the floor today, with a sectional sofa, a dining table and a queen bed each pinned to its own in-stock count, and browse the showroom across the foot.

Meta carousel · Facebook

In-stock carousel: in-stock, ready to explore, a sectional under the window, an accent chair beside a lamp and a dining table laid for six, and see what fits your space beneath them.
See what fits your space
In-stock carousel: in-stock, ready to explore, a sectional under the window, an accent chair beside a lamp and a dining table laid for six, and see what fits your space beneath them.

Reel · Instagram

Showroom walkthrough Reel: step inside your next room, the floor opening out past the sofas to a table laid for dinner, a fan of upholstery swatches and a made bed.
Showroom walkthrough Reel: step inside your next room, the floor opening out past the sofas to a table laid for dinner, a fan of upholstery swatches and a made bed.

Printing

Which pieces does furniture sale catalog printing cover?

The short answer

The printed pieces a furniture clearance campaign can use include sale catalogs and showroom maps or price inserts, alongside the oversized postcard the campaign mails. MBI's printing is commercial and variable-data work done in house, and data, print and delivery have been in-house since 1989.

The print formats. The print formats recorded for this vertical are oversized postcards, sale catalogs, showroom maps/price inserts and clearance mailers.

In house. Printing at MBI is commercial and variable-data printing produced in house.

USPS Domestic Mail Manual 201.1.2.1 sets the commercial card-price physical standards at not less than 3-1/2 inches high, 5 inches long and 0.007 inch thick, with cards more than 4-1/4 inches high or 6 inches long required to be a minimum of 0.009 inch thick; no more than 4-1/4 inches high, no more than 6 inches long and no thicker than 0.016 inch for each stamped card or each half of a double-stamped card or double postcard; and no more than 6 inches high, no more than 9 inches long and no thicker than 0.016 inch for each postcard; within an aspect ratio (length divided by height) of 1.3 to 2.5 inclusive, excepting an 11-inch by 8.5-inch sheet used to create four identical-size postcards.

USPS Domestic Mail Manual 201.1.2.1

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Sheet · Printing

Room-collection lookbook sheet: find your room’s story, a living room above, with a dining room and a bedroom beneath it and living, dining and bedroom named across the foot.
Room-collection lookbook sheet: find your room’s story, a living room above, with a dining room and a bedroom beneath it and living, dining and bedroom named across the foot.

Guide · Printing

Room-planning guide: plan a room you’ll love, with measure, mix, layer and live as four numbered panels — a tape measure over a squared plan, a sofa beside its swatches, a rug layered under a table, and the finished room.
Room-planning guide: plan a room you’ll love, with measure, mix, layer and live as four numbered panels — a tape measure over a squared plan, a sofa beside its swatches, a rug layered under a table, and the finished room.

Sheet · Printing

Design-consultation preparation sheet: before your design consultation, with bring dimensions, save inspiration and share how you live as three marked panels over a measured plan, a swatch board and a family table.
Design-consultation preparation sheet: before your design consultation, with bring dimensions, save inspiration and share how you live as three marked panels over a measured plan, a swatch board and a family table.

Four formats

Audiences

Which audiences support a furniture store's showroom-traffic ads?

The short answer

Two: prospecting audiences and remarketing audiences. A furniture store's local Facebook and Instagram inventory carousels and map or location cards are run to drive showroom traffic, supported by both. That campaign is the in-stock inventory carousel and local store-traffic campaign, and MBI builds the audiences behind it.

FTC advertising guidance for small business states that advertising must be truthful and non-deceptive, that advertisers must have evidence to back up their claims, and that advertisements cannot be unfair; an ad is deceptive if it contains a statement, or omits information, that is likely to mislead consumers acting reasonably under the circumstances and is material - important to a consumer's decision to buy or use the product.

FTC, Advertising FAQ’s: A Guide for Small Business

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The two audiences

Questions

Questions a furniture showroom asks before it mails

Searched for furniture showroom advertising, home furnishings store marketing or furniture store advertising? Same work, same answers.

  1. Which campaigns does a furniture showroom run?

    Two: a seasonal showroom clearance campaign, and an in-stock inventory carousel and local store-traffic campaign on Facebook and Instagram. The first is carried by oversized postcards to nearby neighborhoods; the second runs the in-stock inventory as local carousels and map or location cards to drive showroom traffic. MBI plans and runs both.

  2. What does a furniture store's oversized clearance postcard carry?

    Sale items, price-led offers, showroom hours and a location map. That card is targeted at the households in nearby neighborhoods, so one card names the sale, the offer, the hours and where the showroom is. MBI produces that card and delivers it to the addresses chosen for the drop.

  3. Does an oversized furniture postcard still mail at card prices?

    Only inside the USPS commercial card-price standard: no more than 6 inches high, no more than 9 inches long and no thicker than 0.016 inch for each postcard. A card more than 4-1/4 inches high or 6 inches long must be at least 0.009 inch thick. A clearance card past that maximum is outside the standard.

  4. What goes into the quote for a furniture clearance mailing?

    Producing the oversized clearance postcard and mailing it are the two costs, and seven decisions move those two numbers - among them Quantity, Format and finished size, Paper and weight, Data and personalization, and Postage, mail class, and sortation. A showroom's clearance drop is quoted against all seven at /capabilities/direct-mail/direct-mail-cost.

  5. How are the addresses on a furniture store's mailing kept current?

    The clearance card's addresses are matched against USPS change-of-address records before the drop. Each address in a mailing at commercial First-Class Mail presorted or automation prices, or USPS Marketing Mail prices, must be updated within 95 days before the mailing date by an approved method such as NCOALink; mail bearing an alternative address format is excepted.

  6. What must a furniture store be able to back up in an ad?

    Every claim in it. FTC guidance for small business states that advertising must be truthful and non-deceptive, that advertisers must have evidence to back up their claims, and that advertisements cannot be unfair - the rules a clearance offer and a price-led furniture ad have to meet.

  7. What may a furniture store's clearance ad not do on Facebook or Instagram?

    Meta's advertising standards state that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices, including those meant to scam people out of money or personal information, and that advertisers are responsible for understanding and complying with all applicable laws and regulations. That standard covers a furniture showroom's clearance carousel.

  8. Who produces a furniture store's printed pieces?

    MBI does. Printing at MBI is commercial and variable-data work produced in house, and data, print and delivery have been in-house since 1989. Sale catalogs, showroom maps and price inserts sit alongside the oversized card the clearance campaign mails.

Also in Retail & Local

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Say which of the two campaigns comes first and the neighborhoods around the showroom it should reach. It goes to a real member of the MBI team, not a queue.

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What you needOptional, in your own words

The seasonal showroom clearance campaign and its oversized postcard, or the in-stock inventory carousel and local store-traffic campaign on Facebook and Instagram — and the neighborhoods nearest the showroom door it should go to.

Your answers will be reviewed by a real member of our team, not dropped into an automated pricing tool.

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