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Boosting ad budgets for 2010 is a good idea

Jerry Epperson -- Furniture Today, February 22, 2010

We have enjoyed reading Advertising Age for years, keeping up with the rapidly evolving media markets and new technologies. Clearly its focus is on the consumer, and a lot is changing.

Among all the major advertising segments, home furnishings advertising now ranks twenty-first, down from eighteenth in 2007. We come in just behind the booze industry in the amount we spend on all types of advertising.

The headline in Ad Age's Feb. 1 issue reads, “Now's the time to reset marketing for post-recession.” It discusses how many retailers are revising their programs to evolve away from the recession's bunker mentality.

Wal-Mart is trying to maintain its position with mid-to-higher income consumers who discovered the value offered by the world's largest retailer during the recession. It would like to assure these new Wal-Mart shoppers that it can offer innovative merchandise and sources to keep them shopping while, at the same time, not losing the more traditional Wal-Mart customer.

Highly recognized companies like Allstate, New Balance, Macy's, Procter & Gamble, Hyundai and McDonald's are all working on new post-recession marketing plans.

In a way, these companies want to be the ones that are ready for when the consumer moves away from the dollar menu back to the regular combo meals, to use an example. Carrying it a step further, it might be a little early for the consumer to “Biggie Size” the meal, though.

Allstate, for example, already has a TV spot entitled, “The Great Recovery” and its marketing head says, “People are ready to stop being miserable.”

From my perspective, we often miss how the consumer doesn't necessarily have to lose his or her job to curtail spending. If anyone in your social circle or family is suffering, you might be reluctant to flaunt a major purchase.

Thus, as we all know, good news about the economy, employment and other factors often encourage or create more good news.

Furniture retailers, more so than many others who deal with the consumer, must create a visible image now so people will think of you when whatever is hindering their spending becomes resolved.

The Advertising Age article also discusses how these leading retailers are boosting ad budgets after hunkering down in 2009. They see this as an important time to focus on what products are new and different.

In another article, some television executives say they are already seeing more ad spending by telecommunication suppliers, auto dealers and local furniture chains. Imagine that.

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