As the fine linen rental company, La Tavola Linen, was growing beyond it's base clientele in Napa, California the company desired to come up with ways to connect with other service regions. From 2017 to 2020, Sarah Granger-Twomey served as a marketing consultant, brainstorming and heading up the Special Projects initiative.
A few main pain points were discovered in the customer experience.
- First - those outside of the reach of a brick and mortar showroom never experienced the quality of the products until they arrived to event site.
- Secondly - in Southern California, La Tavola's service menu was lacking to high-budget and high-touch events.
Solution one: introducing The Pop-Up Showrooms
Bring the showroom to the clients! Sarah designed a portable collection of products, with the proper fixtures to display them on, that all fit snugly into two shipping pallets. These pallets were sent to the selected cities where her team partnered with a local venue and local event vendors. Each city featured designs unique to their region. Each pop-ups duration varied from a few days to an entire week, and all activation featured an open house, happy hour or workshop. And of course the most valuable outcomes were the private appointments with individual clients.
Partnering with the La Tavola's sales rep to each particular region, Sarah coached the sales team on developing the guest lists, selecting vendor partnerships and making new connections while in town.
Sarah orchestrated the entire pop-up program from idea spark to complete execution, in four cities nationwide during the span of two years.
In studying the data of the Denver territory, the clients who attended the pop-up showroom grew in sales by an average of 200% the following events season. The impact on the local industry of those who did not attend the pop-up was also dramatic. Inquiries and engagement shot up across the state and led to La Tavola opening a satellite "mini showroom" for clients to enjoy year round.
Solution two: testing a new service, White Glove
In order to compete in Southern California's high-touch, high-dollar event industry, Sarah came up with the idea to launch a new service. The White Glove team would deliver, set, steam, fold, strike, and return the product for the client. This service would help solidify La Tavola's relationships to their clients, making them a valuable part of the onsite teams, in turn bringing the company closer into the "friendor" circles.
Once the project was green-lighted, Sarah got to work. She headed up every aspect of the program, from recruiting and hiring a manager and onsite staff, developing the service menu and pricing structures, designing the branding, creating content and marketing collateral, testing and designing the staff uniforms, creating the handbooks, and of course....staff training. Lots of staff training. Three separate training programs were created: one for the onsite staff, one for the sales team, and one for the customer service department. This ensured that the entire company was onboard with the level of services provided.
The White Glove service was very well received by the clients who utilized it, with strike being the most wildly popular. Many clients added the service to every single event once they had the White Glove experience. This increased client loyalties. Thus a successful beta test!