The Magazine

About the Client

The Magazine was founded in 1990 to offer the best in modern furniture and design, from classic pieces to the latest European products. Operating a 6,000 square foot retail showroom in Berkeley, California, co-owners Brian Ogan and Rainer Lagemann have developed a strong following for their unique offerings and highly trained staff.

In 2002, The Magazine launched its e-commerce web site at www.themagazine.info and online orders now comprise 65% of retail revenues.The site is one of the most popular contemporary furniture destinations on the Internet according to Alexa.

Strategy

In the past, The Magazine relied upon expensive, full-page advertisements to attract customers. The effectiveness of these ads began to decline dramatically with the meltdown of the dot-com economy. Co-owners Ogan and Lagemann turned to Galvin Communications to reevaluate their marketing strategy.

Abandoning a pure product focus, we positioned Ogan and Lagemann as trend experts on the world of modern design. For example, both regularly attend furniture shows in Cologne and Milan. We developed a program in which they share their furniture finds with home and style editors across the country.

We also focused on the talents of Ogan, who specializes in the interior design of modern spaces. He has furnished urban lofts, vacation properties, and even a classic silver 1987 Airstream motor home with furniture from the exclusive European suppliers of his store. We used each project as an opportunity to write a “Tips From the Designer” article, and to promote the specific products used (available, of course, at The Magazine).

Lastly, we targeted business journalists by focusing on the phenomenal success of The Magazine’s e-commerce site. In light of the high profile collapses of other online furniture sites (e.g., www.furniture.com), business journalists were eager to report on stories of innovation and success.

Results

We’ve placed The Magazine in newspapers around the country, including the Dallas Morning News, Los Angeles Times, New York Times, Orlando Sentinel, San Francisco Chronicle, San Francisco Examiner, Santa Rosa Press Democrat, Oakland Tribune and Wall Street Journal.

Glossy shelter and lifestyle magazines that have covered The Magazine include: InStyle, Cargo, Celebrated Living, Elegant Bride, Simply the Best, Florida Design, Décor & Style, 944 Magazine, 7x7 Magazine, Worth, Robb Report, New Homes Magazine, At Home in Arkansas, At Home in Memphis, InFurniture Magazine, Small Room Decorating, Outside and Diablo.

We created a website for Brian Ogan (www.BrianOgan.com) that establishes him as a modern design expert and showcases his stunning work. His design tips have appeared in newspapers and magazines around the country and his home, a modern loft in downtown San Francisco, was prominently featured on page one of the Home Section in the San Francisco Chronicle, as well as in the pages of Decorating Spaces. In addition, Brian has appeared on “The Genuine Article Show”, hosted by Gordon Elliott on the Fine Living Network, and “Look What I Did” on HGTV, to showcase his modern design Airstream.

Meanwhile, Ogan’s business partner, Rainer Lagemann, has been credited by the media for the success of The Magazine’s e-commerce site. The story was covered locally in the Oakland Tribune (and six other ANG Newspapers) and the East Bay Business Times, and nationally in Entrepreneur Magazine.

Lastly, Galvin Communications has helped The Magazine promote its annual warehouse sale for the past few years, helping draw thousands of new and repeat customers. We also helped coordinate a “Modern Design Weekend” to celebrate The Magazine’s 12th Anniversary with music, refreshments and, of course, modern design. The event attracted 1,200 attendees, generated sales and promoted awareness of The Magazine.

Testimonial

More people have come to our store and web site as a result of your creative marketing than anything else we’ve done in the past. Working with you has generated a return far beyond our expectations.
– Brian Ogan, Co-Owner, The Magazine