Strategically choose just the right time to approach your readers and ask for their email address.
“At the end of the day, we just want to start a conversation about the things we love, and email helps us do that more effectively. ”
CONTENT AND STORE MANAGER
Antique Archaeology is the home base of Mike Wolfe – HISTORY’s American Picker. Vintage collectibles & motorcycles.
Ever heard of the History Channel series “American Pickers”? Antique Archaeology is Mike Wolfe’s retail store from the show. And while the original store is located in Iowa, Wolfe just couldn’t resist opening a second location in Nashville.
“Mike had been coming down to Nashville for years, buying and selling to designers and decorators,” Content/Store Manager Lauren Wray explained. “And he really just fell in love with the city. So the natural next step was to open a shop here. All of Mike’s picks that you see on the show are sold in our two stores. It’s a retail outlet for our antiques, and we also have a pretty big merchandising business, too, being that we’re such a tourist attraction.”
And Emma has played a huge role in helping connect fans of the tv show with the store. “Email marketing helps us let our fans know about everything we have to offer at our stores. American Pickers and Antique Archaeology are really about telling a story – a story about American history, about the things that inspire us. So at the end of the day, we just want to start a conversation about the things we love, and email helps us do that more directly.”
For example, Antique Archaeology recently used email to share the story behind their new apparel line, the Two Lanes Collection. “Two Lanes is inspired by being on the road, by early moto-pioneers, by taking the road less travelled. We also wanted to represent the things we believe in, like buying American and small-town businesses. So we started this line that’s entirely made in the US and that uses the designs of artisans.”
They also use email to help market their Rustoration Lighting Collection. “We also have these really amazing custom lighting fixtures that are made by a local designer using Mike’s picks. Most of the fixtures are sold at the stores, but we recently introduced a home line that’s available to purchase online. Mike talks a lot about lighting on the show, so it’s cool to show people what we actually do with these pieces.”
Antique Archaeology plans to ramp up their email efforts as their programs and merchandise continue to expand. They have big plans for the rest of 2016, so stay tuned to see what’s in store!
You can learn more about Antique Archaeology and American Pickers here.
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