Elvis shaking up sales
By Jeff Linville -- Furniture Today, August 26, 2002
MEMPHIS, Tenn. — To promote its new Elvis Presley furniture collection, manufacturer Vaughan-Bassett greeted fans near Graceland with free hardware and a chance to win a return trip here.
But the company need not have bothered with the extras. Zealous fans flocked to a furniture display this month at Souvenirs For Elvis across the street from the late performer's home.
The promotion took place during Elvis Week, which marked the 25th anniversary of his death. Retailers around the country also used the occasion to advertise the furniture and win press coverage, with the help of promotional materials from Vaughan-Bassett.
In Galax, Va., the Elvis collection has boosted sales at Maurice Vaughan Furniture. A heavy promotion effort included buying a full hour on a local radio station to promote the store and play Elvis music, said owner Maurice Vaughan.
"Reaction is just incredible," he said. "Everybody, all age groups, is interested in Elvis Presley. They like the idea it's authorized by Elvis Presley Enterprises."
The store sold its first Elvis bedroom early in the afternoon of the first day, and "it's been full speed ever since, seven days a week," said Vaughan, who estimated that his store's sales over the past month are up 10% to 15%.
At Graceland, fans deluged Anne Croney with questions about the Elvis furniture. Her company, Zip Design and Production, has worked with Vaughan-Bassett to promote the group. Many wanted to know how to get the furniture and what pieces were available, and she directed people to the Web site elvisfurniture.com, which has a dealer locator. Vaughan-Bassett also plans to mail catalogs to everyone who registered for the free trip.
"I talked to all the executives at Elvis Presley Enterprises, and it exceeded their expectations, which were pretty high," said Wyatt Bassett, executive vice president. "There was a tremendous response all week.... Tens of thousands of fans saw it."
At the Memphis gift shop, most shoppers seemed drawn to the collection's Graceland group, which is traditional with a Victorian flavor— a look that is strong in the Tupelo area where Elvis grew up, said Doug Bassett, vice president of sales. The other group, Hollywood, has a retro look that Elvis was fond of, in maple and cherry finishes.
Croney, who spent four days manning the table, said about 60% of the people with whom she spoke had seen advertisements for the collection.
Elvis fan Marsha Bunn, of Amarillo, Texas, said she had heard positive reviews from her sister and already had picked out a place in her home for the furniture before she ever saw it. Excitedly checking out the pieces on display at the gift shop, Bunn said she was ready to buy the Graceland group right then.
Croney said all the feedback she heard was positive. Elvis fans liked touches such as the EP hardware, the intricately carved "E" atop the headboard and the signature on the glass door of the armoire.
Doug Bassett said the company wanted the look to be subtle. "Like my father said, 'You can either whisper Elvis, or you can scream Elvis'."
The screaming might be the jubilant reaction of dealers, hundreds of whom have purchased Elvis pieces and have begun placing them on sales floors. Doug Bassett said he spoke to one retailer whose big promotion for the premiere didn't produce big first-day sales for the Elvis collection, but brought in a crowd that spent about $28,000 on other bedroom furniture they saw once they were in the store.
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