Google gives us the opportunity to get our message across to so many more people.”Arash Amini
When Mack Amini met his future wife, Jeanna, playing pool at a teen center in Oklahoma City, he had no idea how prophetic that night would be. Mack went on to build a successful business selling pool tables with her by his side as CFO. Founded in 1975, Amini’s is a family-owned specialty furniture store that sells a range of American-made products, including game room furnishings and lighting. “We don’t sell junk. We sell good, better, and best,” said Mack Amini’s son, Arash, CEO of Amini’s. “Our customers know that they’re coming here for quality.” Amini’s prided itself on catering to its local markets, but competing against mass-market online retailers was a challenge. To try and find its place among these larger competitors, the company launched a website called Gameroom Champ. It was surprised by how well it did. Encouraged by its success, Amini’s sought to maximize its e-commerce opportunities.
The company hired Dominic Acello, general manager and head strategist at a marketing agency, to help it focus on Aminis.com and bolster its digital marketing efforts. “Right now, 18% of our ad budget is currently spent through Google Ads,” said Acello. “It was less than 10% not even a year ago, and it’s likely going to get higher.” Amini’s runs targeted ads across Google’s Search and Display networks and uses Google Analytics to optimize its campaigns on the fly. The company recently implemented Google’s conversion tracking and saw a 40% increase in leads and a 620% increase in location requests from June to November. Amini’s also uses Google My Business to boost visibility on Google Search and Maps. “We get contacted every day by people interested in what we’re selling,” said Arash. “They are often excited to find out that we’re an established, local brick-and-mortar dealer who really knows our stuff.”
Amini’s currently serves more than 12,000 customers per year and employs 65 people across four locations in St. Louis, Kansas City, Tulsa, and Oklahoma City. The company has become part of the fabric of each community, contributing to various charitable organizations and donating furnishings and gift certificates whenever it can. “Every little bit that we can do to be there for people and to give to the community, it comes back to us tenfold,” said Arash. Moving forward, Amini’s hopes to achieve 10X revenue growth, but that doesn’t necessarily mean opening more stores. “With Google, the web, and the right partners, we won’t need to have a physical location in any other markets,” said Arash. “Aminis.com is our new store — and it’s for every market.”