Elite Chairs · Meta & Google Launch & Growth Proposal

/ What we are seeing

The product is proven. The brand is a blank page.

This is a Stage 1 read, built from your discovery call with Boris and our own research across your current website and the competitors you named. The good news up front: nothing about the demand is broken. People buy these chairs. The gap is that almost nobody knows Elite exists yet, and the buyers who are ready are being picked up by your rivals instead.

A $7,000 chair sells itself in the showroom, if people know the showroom exists

Your chairs demo brilliantly, you have financing in place through Humm, and the moment someone sits in one the sale gets a lot easier. The problem is upstream: the previous owner did very little marketing, so there is no brand awareness, no steady flow of the right people to the website or the showroom, and no way to measure which effort actually produced a booking or a sale. Right now that demand is quietly flowing to Masseuse, Olympia and iRest, because they are visible and you are not yet.

Costing you

A new name in a category built on trust

People do not spend thousands on a chair from a brand they have never heard of without reassurance. Nothing in your marketing yet tells a buyer who Elite is, why the chairs are worth it, or why they are safe to trust. Building that credibility, fast and consistently, is the first job.

Costing you

Your competitors own the searches

When someone searches "massage chair" or "zero gravity massage chair" today, they find Masseuse, Olympia and iRest, not you. That is warm, ready-to-buy demand landing on your rivals every day. Capturing it with Google Search and Shopping is one of the fastest wins available.

Working for you

A proven product and a showroom that closes

A genuine premium product, a hungry market, a videographer already shooting content, and a showroom where a demo does the selling. The raw material is strong. It simply needs demand pointed at it, a brand wrapped around it, and a system that measures what works.

You named Masseuse Massage Chairs, Olympia and iRest. We will map that full set properly, who is active on Meta and Google, how they price and position, and where the whitespace is, so your accounts are built against the real landscape rather than a guess.

/ What you told us

Your instincts are right. Here is how we act on them.

On the call you were clear about three things: get the brand known, lean into social and video, and reach a wide set of buyers from homes to gyms to retirement villages. We agree with all three. Here is exactly how we would deliver each, plus the two levers we would add that make the biggest difference to a launch like yours.

Your point 1

Get the name out there

A proper brand launch: one consistent Elite identity and voice, then an awareness campaign across Meta and YouTube that puts the chairs, the showroom and the free demo in front of the right people at scale. Awareness that is built to convert, not just to be seen.

Your point 2

Social and video, working harder

Your videographer is an asset. We direct that content into a paid engine: brand story and demo reels cut for Meta, Instagram, TikTok and YouTube, feeding prospecting and retargeting, instead of being posted once and forgotten. Every video earns its keep.

Your point 3

Different buyers, one brand

Homes, athletes, gyms and retirement villages want very different things from the same chair. We run parallel audience tracks so the message lands for each, while the Elite brand stays consistent everywhere. One brand, several tailored conversations.

We would add

Capture the demand already searching

Awareness creates new demand. Google Search and Shopping capture the demand that already exists: the people typing "massage chair", "zero gravity massage chair" and even your competitors' names right now. This is the quickest path to sales while the brand campaign builds, and it takes buyers straight from your rivals.

We would add

A commercial pipeline the last owner never had

Gyms, physio and recovery studios, retirement villages and aged-care are a second revenue line, one chair sale there can be several units. We build a dedicated business-to-business lead track: LinkedIn, direct outreach and a purpose-built landing page, so you are not only selling one chair at a time to households.

/ Why 121 Group

A massage chair is a big-ticket home purchase. We market three of them already.

This is the part that matters most. Strip it back and Elite is a premium home retailer: a considered, high-value product bought carefully, sold across a showroom and online, with delivery and finance. That is exactly the business model we run for three of Australia's established furniture and home retailers below. Same buyer psychology, same showroom-plus-online model, same finance-backed, high-value considered purchase. Nothing about how you sell a $7,000 chair is new to us.

20 yrsPerformance marketing history

High-AOV home retailFurniture, showroom + online, finance-backed

5.0 / 6Bark rating across our reviews

Closest match to Elite

Monster Furniture

Sydney showrooms · metro delivery · finance & buy-now-pay-later

A premium home-furniture retailer selling lounges, bedroom and living ranges at high order values through Sydney showrooms (Merrylands and Belmore), with free metro delivery and flexible finance. We run a Meta-led paid programme with geo-segmented Google Ads and Shopping, a store-catchment architecture that drives people into the showrooms, and Klaviyo lifecycle flows, all tuned for a long, considered buying cycle with 30 to 90 day attribution windows. That is your business almost exactly: a big-ticket home comfort purchase, a showroom that closes it, delivery and finance, and a buyer who takes their time.

Why it matters: showroom-driving, finance-backed, high-value home retail is precisely what we do, and precisely what you sell.

High-AOV furniture · 11-year programme

Glicks Furniture

A high-value multi-state furniture retailer we have run continuously for eleven years, one of the longest single-agency furniture engagements in Australia. Geo-segmented Google Ads across Melbourne, Sydney and Brisbane store catchments, brand defence, catalogue-driven Shopping and retail-cycle promotions. It is our reference account for high-value home retail.

Why it matters: eleven years running exactly this kind of considered, showroom-backed home purchase is proof this is not a category we are learning on you.

Premium interiors · 8-year engagement

1825 Interiors

A premium Australian furniture and homewares brand, an eight-year 121 client, run across an integrated stack: SEO and content, Meta and Instagram as the dominant paid-social channel, Pinterest, Google Ads and Klaviyo lifecycle email, all tuned to a visual, discovery-led, considered home purchase.

Why it matters: the full multi-channel engine you need, brand plus search plus social plus retargeting, proven over eight years in premium home retail.

/ The pattern that repeats

High-value home buyers do not convert on discount. They convert on trust, built consistently across the ad, the website and the showroom, and measured so the budget goes where the sales come from. Monster Furniture, Glicks Furniture and 1825 Interiors are the same business as Elite: a considered, high-value home purchase, sold through a showroom and online, backed by delivery and finance. We have run that model for eight and eleven years, and it is the exact playbook we would bring to you, with your product proven to close the moment someone sits in it.

"ROI consistently multiple times higher than any other providers."

Matt · paid-ads client, 3 years

"They came on, learned quickly, and we have now happily retained them as our digital agency partner."

Fraser Creighton · verified review

Monster Furniture, Glicks Furniture and 1825 Interiors are current 121 Group clients; engagement lengths and channel detail are drawn from their live accounts. A reference call with a comparable furniture or home-retail client is available before anything is signed.

/ Who we are talking to

Six buyers, one brand.

Elite sells one premium product to very different people, and each hears value a little differently. We run the tracks in parallel so the message lands for each, without ever splintering the brand.

Track 1 · Home & relaxation

Older Australians who want to relax and unwind at home, and hard-working people who want to switch off at the end of the day. The purchase is about comfort, wellbeing and everyday luxury within reach.

Meta prospecting and retargeting on demographic and interest audiences
YouTube demo and lifestyle video showing the chair in the home
Financing message: premium comfort made affordable through Humm
Tone: warm, restful, everyday luxury and genuine wellbeing

Track 2 · Recovery & performance

Athletes, gym-goers, runners and tradespeople who want muscle recovery and performance, not just relaxation. They research the features and respond to proof and results.

Google Search on recovery, muscle and zero-gravity intent
Meta and TikTok reels showing recovery use and real results
Feature-led creative: the models, the tech, the recovery benefit
Tone: active, credible, performance and science-backed

Track 3 · Commercial & B2B

Gyms, physio and recovery studios, retirement villages and aged-care providers buying chairs as an amenity for members and residents. A different buyer, a bigger order, a longer conversation.

LinkedIn and direct outreach to owners and facility managers
Google Search on commercial and facility intent
A dedicated business-to-business landing page and enquiry flow
Tone: return on investment, member value, wellbeing amenity

/ How we would run it

Build the name, capture the demand, prove what sells.

We crawl before we run. First a brand and a measurement foundation, then the channels that create and capture demand, then the content engine and the commercial channel, and only scale a lever once the last one is firing. We coordinate cleanly with Search Marketing Experts on the website build and SEO so nothing clashes.

Week 1 to 2 · Brand, tracking and the accounts
Lock a single Elite brand voice and visual system across Meta, YouTube, the new website and the showroom. Stand up the Meta and Google Ads accounts properly, and rebuild tracking so we can follow an ad through to a showroom booking, an online sale and a business enquiry. Line up cleanly with your website and SEO provider.
Week 2 to 4 · Launch the brand and capture the search demand
Switch on Meta prospecting and retargeting built from your videographer's reels and demo content, and launch Google Search and Shopping to intercept the buyers already searching for your competitors. Awareness building while ready buyers convert from day one.
Month 2 onward · Content engine and the commercial channel
Stand up a rolling content calendar, directing your videographer so every asset is on-brand and feeds paid. Open the business-to-business track to gyms, retirement villages and aged-care, and shift budget into the campaigns proven to drive bookings and sales.
Ongoing · Strategy, not uploads
The hands-on partnership you want: a monthly strategy session, proactive recommendations, competitor monitoring across Masseuse, Olympia and iRest, and a clear read on marketing spend as a share of revenue as the brand grows.

/ Your reporting

One dashboard. Every booking, sale and lead.

For a business selling both online and through a showroom, the hardest question is simple: which marketing dollar filled the showroom and sold the chair? Your own 121 Insights dashboard answers it. Ad spend, online sales, showroom bookings, phone enquiries, website traffic and search rankings, all in one live view, branded to Elite and logged in with your own PIN. It is included with your engagement, so you are never taking our word for the results, you can see them yourself, any time.

elite.121insights.com

Your live overview: ad spend, leads, bookings, sales and revenue, with cost-per-lead and return on ad spend, in one place.

Bookings and calls tracked. Every demo booking and inbound call logged, timed and searchable, so no high-value enquiry slips through unanswered.

Ads tied to sales. Google and Meta spend linked back to real bookings and sold chairs, with budget recommendations by campaign and audience.

Conversion and revenue insights by audience

Where you win. Conversion and revenue broken down by audience and region, so you know exactly where the budget pays back.

/ Everything in the dashboard

Live overview with cost-per-lead, return on ad spend and revenue
Lead pipeline: enquiry, booked demo, sold, and conversion rate
Showroom booking and phone-call tracking with recordings
Google Ads performance, campaigns and budget recommendations
Meta, Facebook and Instagram performance
GA4 website traffic and online-sales tracking
Google Search Console rankings, clicks and impressions
Google Business Profile and social listings
Conversion and revenue insights by audience and region
Custom date ranges, plus an ideas and requests board for your team

Screens shown are the 121 Insights sample dashboard with example data. Your live dashboard is branded to Elite and connected to your own accounts.

/ How we would work together

Three levels, month to month.

A monthly management fee, no lock-in contract. Your media spend stays separate and entirely yours, paid straight to Meta and Google. Foundation sits at $3,000, exactly the budget you had in mind, so you can start right there. We recommend Growth if the budget allows: it runs Meta and Google together, so you are building the brand and capturing ready-to-buy searches at the same time, which for a launch is where the fastest return comes from.

★

Free with every package

We build your tracking and booking system, free Normally $1,500 ex GST

At no charge, we rebuild your conversion tracking so an ad can be followed to a showroom booking, an online sale and a business enquiry, and we set up online booking and lead capture so no enquiry is ever missed. This is the foundation that makes every marketing dollar traceable, and it is included at every level below.

Foundation

$3,000/mo

ex GST · launch on social, done right

Your priority channel, built properly:

Fully managed Meta Ads, brand launch, prospecting and retargeting from your reels and demos
One Elite brand voice and visual system across every channel
Tracking rebuilt, ad to booking to sale, visible by channel
Retargeting built from your website and social audiences
Your own 121 Insights dashboard, live spend, leads, bookings and revenue in one place
Monthly report and a strategy session, full pre-publish approval

★ Recommended for you Growth

$3,750/mo

ex GST · create and capture demand

Everything in Foundation, plus:

Fully managed Google Ads, Search and Shopping, capturing buyers searching now
Weekly 30-minute review call instead of monthly
Rolling content calendar, directing your videographer so content feeds paid
Website conversion guidance, alongside your web and SEO provider
Benchmarked marketing-budget plan, spend as a percentage of revenue

Authority

$4,500/mo

ex GST · every channel and buyer

Everything in Growth, plus:

The commercial pipeline, business-to-business lead gen to gyms, studios, retirement and aged-care
TikTok and YouTube advertising added to the mix
Advanced attribution across your home, recovery and commercial tracks
Priority response, same-day on urgent opportunities
Quarterly full-team strategy review

Optional add-on · any level Video content production programme Indicative from $1,500/mo ex GST

You already have a videographer producing reels and brand-story content. We can direct that programme, or produce alongside it, so every video matches the Elite brand voice, tells a product or customer story, and is cut into ad-ready formats for Meta, TikTok and YouTube. We would scope it properly with you at kick-off.

20 yrsPerformance marketing history

Premium fitEcommerce, wellness, beauty, health

Month to monthno lock-in contract

Media spendseparate, always yours

/ Your team

Who does the work.

A senior Melbourne team you can pick up the phone to, the people behind the furniture and home-retail case studies above. No juniors learning on your account.

Adam Ducquet

Managing Director

Strategy and senior point of contact

Michael Potts

Paid Social Director

Your Meta Ads launch and management

Chris Castellano

Senior Growth & SEO Manager

Google Ads and search visibility

Katryn Fremlin

Head of Strategy

Positioning, brand voice and content strategy

Kate Lawrence

Account Director

Your day-to-day partnership lead

Scott Campbell

Head of Design & Development

Brand identity and landing pages

Pip Tyssen

Graphic Designer & Editor

Ad creative and video production

Steven Pythas

Strategic Account Director

Monthly strategy reviews

A product people already want.
A brand they have never heard of.