Ads aim for impact, consistency
By Furniture Today Staff -- Furniture Today, March 2, 2003
Waterloo, Ontario — Home Fashion Market's advertising is driven by its Better Living magazine, a twice-yearly publication sent to every name on its customer list.
The full-color, glossy magazine offers decorating tips and updates clients on fashion trends while showcasing HFM's newest products. Beyond the magazine, the media of choice is broadcast. Television gets the bulk of the budget, with radio spots also aired.
Stan West pointed out the store's everyday-low-price, or EDLP, approach means there's never a sale.
HFM aims for impact and consistency in its ads.
"They need to deliver a powerful message that appeals to human emotions and that differentiates us from other furniture stores," he said.
"We never commit to less than a 52-week program for our campaigns," West said. "We believe that in order to insure retention we have to achieve a weekly average frequency of four times for radio and two-and-a-half times for television."
In recent months, HFM has begun to experiment with event promotions.
"Creating events that fit within our EDLP strategy without compromising it has been challenging," West said. "We developed a series of promotions that include a free product with qualified purchases."
For example, a recent promotion offered a 6 by 9 size area rug with every sofa purchase. The next will offer a mattress set with every four-piece bedroom.
"By increasing our volume and negotiating special-purchase arrangements with suppliers, it allows us to pull this off without significantly affecting our profitability," West said, adding these events are promoted using both e-mailed flyers and tabloid-size color circulars in the local newspaper.
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