Restoration Hardware, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Restoration Hardware, Inc., based in Corte Madera, CA, is a specialty retailer of hardware, bathware, furniture, lighting, textiles, accessories and gifts. The company operates stand-alone stores and outlet stores in the U.S. and Canada.
|Main Telephone||(415) 924-1005|
|Main Fax||(415) 927-9133|
Restoration Hardware, Inc. ContactsContacts (5/11)
|Celia T.||Chief Creative Officer||CA|
Sample of Associated Brands
|Gary F.||Chairman & Chief Executive Officer||CA|
|John Z.||Senior Vice President & Chief Information Officer||CA|
|Karen B.||Chief Financial Officer||CA|
|Tobin S.||Vice President, Direct Marketing||CA|
|Restoration Hardware, Inc.||*******|
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Digtial, Social Opps: Restoration Hardware still ‘optimizing' media mix
Subject: shopper, digital, mobile, social media, print
Company: Restoration Hardware, the specialty retailer of hardware, bathware, furniture, lighting, textiles, accessories and gifts based in Corte Madera, Calif.
Opportunity: During the Q2 earnings call, CEO Gary Friedman said the company was “learning all the time” how to optimize its marketing spend. “The world is changing before us,” he said, “and we have to reach the customer right, whether it’s through stores, whether it’s through print, whether it’s through digital, whether it’s through social. There’s so many ways to address marketing spend today. I[d say that the hardest job in America today is probably going to be CMO. It’s probably why we don’t have one.” The most senior level members of the company handle marketing decisions for the company and Friedman said money has not been spent in an intelligent way. Therefore, they are “digging into it” and trying to figure out how to optimize spend while grabbing share and business.
Friedman went on to say that it is “unknown” what the impact on advertising will be once RH rolls out its new next generation galleries, as 67-70% of new customers come through stores. He seems to be a little iffy on the proper marketing mix for RH (“Does it mean you mail less catalogs? Does it mean you advertise differently?”), so this might be the right time to pitch high ROI paid media ideas that will get customers in the door and tout RH’s new lines (Modern, Teen, etc). RH will be “very disciplined” about how it allocates and places marketing, but sees to be open to suggestions, as Friedman said they are in “uncharted waters.”
Media Spend: According to Kantar Media, RH spent $7.3 million on measured media in 2014, up from $3.9 million in 2013. Most of this, $6.6 million, was allocated to print. The remainder was dedicated to display and search ads.
Digital Breakdown: Per Moat, RH has run 117 standard display ads on 1,418 publishers so far this year (42% mobile). Top ad destinations include sfgate.com, tagged.com, wwlp.com, lightingdirect.com, cbs.com and baltimoresun.com. For the same period in 2014, 27 creatives were run on 195 publishers (<1% mobile). Keep in mind that in 2014, 43% of these ads were placed client direct; for 2015, that number has dropped to 5%.
Competitors: Williams-Sonoma‘s PBTeen and Pottery Barn Kids are probably RH's closest competitor in this market (Restoration Hardware also has RH Baby & Child).
15 Koch Rd.
Corte Madera, CA 94925
Director, Marketing & Business Development
(415) 924-1005 ext. 4787
E-Commerce Marketing Leader
(415) 924-1005 ext. 3005