Challenge: Launching a new company in a highly competitive marketplace is always challenging. But it’s even more difficult when you throw a pandemic into the mix. Nevertheless, JK Squared was asked to join Refloor as they launched a brand-new, in-home sales flooring company.
Solution: While many people on the Refloor team had experience in home improvement and home furnishings, virtually no one had any experience in selling luxury vinyl hardwood. So we set out to rebuild the market from scratch, with a new website, tv campaigns (including a memorable jingle), social media and digital marketing campaigns, sales presentations – you name it, we built it. Plus, we integrated Salesforce into everything we did, allowing us to create a reliable Market Budget Model to learn which channels drove the most demand and which ones were the most efficient to set leads. Over the course of six months, we created the marketing staffing & infrastructure the brand would need to grow.
Results: Despite being closed due to COVID for nearly three months, Refloor ended the year just shy of their original 2020 goal. Plus, the work done in 2020 laid the foundation for adding multiple new markets in the years to come.