A GTM Strategy to Drive Upsell Limited Releases

Project preview

Role & Context:

As Brand & Marketing Manager at Luonto Furniture, I led the strategy and execution of the inaugural Showcase Series — a limited-release, Made-To-Order (MTO) campaign designed to create retailer excitement and upsell opportunities beyond our Stock Program catalog. The campaign launched immediately after High Point Market and combined strategic positioning, multimedia content, and enablement assets to drive awareness and adoption.

The Challenge:

While Luonto’s Stock Program delivers speed and consistency, retailers needed differentiated designs to upsell from their existing showroom floors. Our goal was to introduce a rotational MTO collection that sparked product discovery, allowed retailers to elevate conversations around design and function, and avoided the complexity of a full-line expansion.

The Approach:

I developed the end-to-end go-to-market strategy for the Showcase Series, focusing on clear differentiation, compelling storytelling, and cross-channel enablement.

  1. Positioning & Messaging

    • Defined Showcase as a limited-release set of premium MTO SKUs curated for product storytelling and upsell.
    • Positioned the collection as an annual rotation — exclusive, timely, and value-added for retailers.

  2. Video Content Strategy

    • Scripted and directed five product walkthroughs filmed immediately post-Market.
    • Covered design narrative, function demos, differentiators, and sales talking points to drive dealer confidence.

  3. Retail Enablement Assets

    • Created in-store signage and product pamphlets to visually distinguish Showcase SKUs from core collection items.
    • Designed showroom display content to loop throughout the event space for live interest capture.

  4. Controlled Distribution & Communication

    • Hosted videos on unlisted YouTube links and distributed via email to retail contacts.
    • Uploaded sales tools (SKU lists, feature breakdowns) to a shared drive for easy sales team access.
    • Trained reps with internal materials to confidently introduce the collection in the field.

  5. Post-Launch Feedback Loop

    • Collected rep and retailer feedback on messaging clarity and product interest.
    • Monitored SKU sales performance, noting one design in particular gained strong traction in its first season.

Key Contributions:

  • Defined and executed positioning for a new campaign category (Showcase Series)
  • Directed 5 product videos to support visual storytelling and rep enablement
  • Designed print and digital sales collateral for in-showroom and post-Market usage
  • Structured internal training and field support for rollout adoption
  • Led feedback gathering for future iteration and data-informed decision-making

Impact & Results:

  • Successful market introduction of 5 new Showcase SKUs, with one top performer exceeding sales expectations
  • Positive adoption of video assets by sales reps and partners post-Market
  • Early feedback confirmed improved familiarity and confidence selling MTO pieces
  • Established a replicable GTM model for annual Showcase releases

Takeaways:

  • A strong GTM strategy for new product categories starts with clear positioning and differentiation
  • Video-led storytelling builds trust and confidence when launching MTO designs
  • Structured enablement and feedback loops are critical to improve internal adoption and future iterations

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