Configura launches ad campaign that focuses on users’ stories

“Our users are our best ambassadors,” CEO Johan Lyreborn said. “We can talk about our software, but when you hear how it’s improving our users’ work lives, that’s when it really has impact.”

 

Lyreborn feels strongly about personally building, maintaining and promoting customer relationships. From Configura’s inception in 1990 by Lyreborn and Sune and Göran Rydqvist, the company has always been about the relationships it has with its manufacturer and end-user customers.

 

“We don’t hand our users a piece of software and say, ‘Here you go – good luck with that,’” he said. “We’re there every step of the way – by getting to know them, offering real customer support, free webinars, training all over North America and an annual user conference in Las Vegas – we want our users in the continued development of CET Designer.”

 

Each fall, Lyreborn and other members of the executive, R&D and training teams from Configura meet directly with end-users at the annual CET Designer User Conference in Las Vegas to gain first-hand their feedback about how to continually improve the software. Twice a year at Configura-led Manufacturer Roundtable Meetings, Lyreborn and the Configura team meet directly with manufacturer clients Steelcase, Haworth, Teknion, Spacefile, Carvajal Espacios (formerly Mepal), KI, Inscape and others that have invested in the CET Designer solution.

 

The first ad, which ran April 11 in The Monday Morning Quarter Back, featured Steelcase dealer NBS Commercial Interiors and one of its designers, Jennifer Newton, who helped NBS to win a 450-workstation project using CET Designer. Newton is now a “power user” at the NBS dealership in Troy, Michigan. Today, NBS has more than 20 designers using CET Designer at its locations throughout Michigan and the Midwest.

 

 

The second ad, running in the April 25 edition of MMQB, features Tess Olofson, a designer with Fluid Interiors, a Haworth dealership in Minneapolis. Fluid Interiors was one of the first dealerships in North America to adopt CET Designer and says the software has transformed the way the dealership does business.

 

“It’s revolutionized the process: It helps our clients to visualize their space so they can make good decisions, and it helps us to communicate internally so we can complete orders quickly and accurately,” Olofson said. “No question, CET Designer has helped us – and our clients.”

 

Configura’s marketing team has been capturing user stories at dealerships across North America. Ad buys are slated for future editions of MMQB as well as other contract-furniture industry publications. They’re additionally promoted via Configura’s social media “channels” – www.youtube.com/ConfiguraAB, www.facebook.com/cetdesigner, www.twitter.com/cetdesigner and www.twitter.com/configura and on its website at www.configura.com/casestudies.