Store holds home makeover contest for military families

Home Line supports New York retailer's effort

Clint Engel -- Furniture Today, July 14, 2010

WATERTOWN, N.Y. — Ed Sampson and The Junction home furnishings store here have been giving back to the military community they serve for years, and with the help of Home Line Inds., they're about to take that commitment to the next level.

The Junction of Watertown, N.Y., is reaching out to active-duty military troops with home and vehicle makeovers, promoted on its website here as well as with fliers and through radio spots.

The midpriced retailer has commenced a "Home Furnishings Makeover" contest open to active members of all five branches of the U.S. military — Army, Navy, Air Force, Marines and Coast Guard.

The winner, who will be decided via online voting, will get everything necessary to redo a home: furniture for two bedrooms, a dining room and living room, as well as a flat-screen television. There's no charge to enter.

"It's just a way to say thanks," said Sampson, president and owner of the 25,000-square-foot store he opened in 1994. "I wouldn't have a job it weren't for the military."

The home makeover event grew out of a concurrent Makeover for Your Ride contest by The Junction — which also is an auto store, selling everything from rims and car audio systems to paint and body customization work on cars and motorcycles. The store also sells electronics and appliances.

For both the home and car contests, participants can go to the retailer's website at www.thejunctioninc.com to submit a video explaining why they should win. If they are overseas or unable to shoot a video for any reason, a family member or friend can enter for them.

Sampson said he has seen some humorous entries, including one woman complaining about how the family dog ate their furniture while they were away, and another bemoaning how her baby spit up on the sofa.

Home Line, The Junction's primary furniture vendor, has stepped up as a sponsor to pay for the furniture, valued at about $15,000 retail or more, Sampson said. The Junction will cover the cost of delivery anywhere in the contiguous 48 states.

"We have a very tight relationship with Home Line," he said. "They've been really solid through the years. When I called Josh (Verne, co-president of the Philadelphia-based manufacturer and distributor) for support, he said, ‘Anything you need.'"

The Junction has been supporting troops and their families at the nearby Fort Drum military base for years, sponsoring everything from barbecues to car shows.

But for this promotion, "We wanted to do something we knew would hit home and be well received," Sampson said. He said he thought a makeover contest like this would offer "something really cool" for many young couples who want a comfortable, enjoyable home, even if they can only spend a limited amount of time there together.

"Nobody does much for the active-duty folks," he said. "I have (customers) who have been in Iraq and Afghanistan five times in the last eight years. I have a guy that has been home a total of 18 months in eight years because even when they are in country, they're more often traveling and prepping for their next tour of duty," rather than staying home.

Sampson is opening the contest to any active-duty members of the military and their spouses, including those currently deployed or stationed overseas.

It has been a little tough getting the word out about the contests for a number of reasons, Sampson added. Military families don't tend to watch much local television or listen to the radio when they're home, although The Junction has advertised the promotion on the one local radio station that seems to be most popular with the group.

Also, Sampson said he believes word of mouth is not what it could be because some of the entrants don't necessarily want the competition.

For these and other reasons, including the difficulty of getting the word out to those overseas, Sampson recently extended the deadline for submissions and now expects to have five finalists (one from each military branch) voted on late this month or early next month.

Home Line's vice president of marketing, Bill Napier, said the company is happy to support The Junction's promotions.

"Home Line is getting involved because we're patriots, clear and simple," Napier said. "What I'm hoping for is that other retailers pick this up around the country and help our troops out. This is not only honorable, but it's fun."

Aside from the makeover promotions, Sampson also produces "The Junction Show" as a way to help troops connect with what's happening back home. It runs late nights and mornings on a local television station and also is uploaded to YouTube.

On the 30-minute show, Sampson walks viewers through the progress on the custom paint and body work that troops have ordered for their automobiles and motorcycles.

Sampson said he'll do special shows featuring the winners of both contests as they take delivery.