Share this on

Retail advertising survey gives bedding retailers tips

David Perry -- Furniture Today, February 24, 2011

HIGH POINT — Broadcast advertising is the most effective way for home furnishings retailers to promote their business, according to a Furniture/Today retail survey.

More than one third of the respondents said television and radio are their most effective advertising medium, with direct mail cited by 19% of respondents. Newspaper advertising, long a stalwart of the home furnishings category, finished third, with 13% of the respondents saying it is their most effective advertising medium.

The results provide food for thought for bedding retailers, generally among the most aggressive retailers in the market. The survey, conducted online last fall, presents the thoughts of home furnishings retailers who together operate 160 stores. Almost 75% of the respondents have annual sales of less than $5 million, and they are based in all four key regions of the country: The Northeast, the South, the Midwest and the West. Here's a closer look at the survey findings, accompanied by comments the retailers made about the different advertising mediums.

Which advertising method is most effective?
% of respondents

TV and radio -36%
     "Consistency and more eyes."
     "Cost effective in our market and gives us extensive coverage."
     "Is visual and gives us a wide audience."
     "Most exposure in our market area."
     " We continue to use TV predominately, because our major vendor has good TV production for our use locally."
     "Only use radio on holidays and big events, and it seems to work."
     "Radio gets our message out."
Direct mail - 19%
     "Targeted consumer."
     "Use for short three- and four-day events and it works."
     " We receive a huge response from sending to our established customer base and hold private events four times a year."
Print - 13%
     "People still look to the paper for ads."
E-mail marketing - 10%
     "It's more current."
     "We combine e-mail, direct mail and Facebook with an offer."
     "It's a new world."
Store website - 8%
     "Existing clients use it."
     "Heavy visibility."
In-store events - 8%
     "Customer loyalty."
     "People seem to only want to shop during a sale."
     "We offer the customers six to eight well-planned events a year providing specials, promos and special incentives."
Social media - 4%
     "It allows us to stay in touch with what our customers want."
Online ads - 2%
     "Google's market share!"
Source: Furniture/Today Online Retail Survey, 2010
Retail Bedding Playbook is a regular feature about mattress retailers by David Perry, bedding editor. Ideas for future coverage can be shared with Dave at dperry@furnituretoday.com.

Share this on

High Point University seminar to focus on online marketing

Mar 1, 2012

Winning Bedding Retailers Back Optimism With Plans

May 4, 2011

Panel at High Point University touts value of online content

Mar 29, 2012

HPU seminar to focus on online marketing

Mar 7, 2012

Huck Finn's Reels in Shoppers

Oct 12, 2011

Also by this author

Also by David Perry

Featured Company

Wright Labels

Bill and Tom Wright founded Wright of Thomasville in 1961 on the idea that printing was a creative medium and the belief that "a promise made is a promise kept." The Wright brothers focused their attention on providing exceptional printing for the... more