Ekornes launching marketing campaign in seven key markets
Building awareness of Stressless brand recliners
Furniture Today Staff -- Furniture Today, November 23, 2009
SOMERSET, N.J. — Upper-end upholstery producer Ekornes is set to launch a marketing campaign in seven key U.S. markets aimed at building brand awareness for its signature line of Stressless reclining chairs.The campaign, which will begin early next year and last three to five years, will supplement the company's national advertising efforts, said Peter Bjerregaard, president of Ekornes Inc., the Norwegian company's North American arm.
"We know there is a strong correlation between brand awareness, preference and sales, and the current economic climate presents a great opportunity to grow the Stressless brand among our target consumers," said Bjerregaard.
The targeted markets are Los Angeles, Boston, Minneapolis/St. Paul, Seattle, Cincinnati, Denver and Tampa/Sarasota, Fla.
Bjerregaard said Ekornes already has strong distribution in those areas, and the population includes a high concentration of the company's target consumer base.
"We feel we have a tremendous opportunity in these areas and are extremely excited about the potential," he said.
Beverly Kastel, marketing manager, said the effort will include print, cable and over-the-air television, and online advertising. The ads will tout the comfort of Stressless chairs.
"We want consumers to know that they can maximize their relaxation time at home in a Stressless," she said.
In addition, dealers in the targeted markets will have priority on receiving the new Stressless Comfort Studio display system that was unveiled at the October High Point market.
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