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The Dream Backyard: Outer Turns Your Space Into A Showroom

February 19, 2019 Victoria Pallien

Looking to revamp your backyard? Outer has you covered for free — as long as you’re okay with turning your backyard into a showroom every once in a while.

Outer’s Product Shakes The Industry

Outer’s Product Shakes The Industry

The direct-to-consumer (DTC) outdoor furniture startup, Outer, positioned their premium comfort products to enter the market as an innovative solution and shake up the $9 billion per year outdoor furniture industry.

The patent-pending Outer Shell wraps around seat cushions for easy weather protection and storage. Meanwhile, Outer cushions are built with multi-layer foam for ultimate comfort and support. But it’s their marketing that really shows the innovative ways of this newcomer to the home goods market.

Outer’s Innovative Marketing Engages Consumers In New Ways

Outer is helping consumers monetize their backyards while taking a unique approach to a showroom. Outer provides consumers with outdoor furniture if they promise to open their backyards to Outer’s consumers for showings.

By using real backyards, Outer hopes to give consumers an accurate portrayal of their furniture in use. Interested consumers can select nearby showrooms (backyards), schedule visits and see the product in action.­­­­

“The concept of opening up your home to strangers isn’t new,” says Jiake Liu, Co-Founder of Outer. “Airbnb has made it common to have strangers in your space. Casper would have problems turning a bedroom into a showroom. But the backyard is a public/private place, a place of gathering.”

Outer’s Innovative Marketing

Liu and his Co-Founder Terry Lin have their sights set on Middle America. Their creative marketing is focused on authenticity and lets real people see other real people using real furniture in real spaces. Liu says, “My ambition is to scale this in a way that we can sell to people in towns of 500 people.”

With their innovative outdoor furniture product, Co-Founders Liu and Lin wanted to take an innovative approach to Outer’s marketing strategy. Giving consumers the option to monetize backyards provides Outer with early buzz while setting the stage for their expansion strategy.

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About the Author

Victoria Pallien

Victoria Pallien is a Marketing Communications Writer at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018.

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