F/T Bedding Conference Provides Advertising Tips
David Perry -- Furniture Today, July 19, 2011
AVENTURA, Fla. - Want to do more mattress business? Step up your advertising.
That was one of the key points that emerged from my conversations with top bedding retailers and industry experts at Furniture/Today's recent Bedding Conference here. And while it may sound like an obvious point, the reality is that many retailers have been going in the opposite direction.
Craig McAndrews, vice president of merchandising at Houston-based Mattress Firm, cited "reduced ad spending" as one of his five key bedding trends to watch this year. He noted that many retailers are focusing their ad spending only during holiday periods.
Bob Lietz, president of Advertising Concepts of America, a top home furnishings advertising agency, has also seen the tendency to promote only during holidays.
Asked what retailers should do differently this year, Lietz said: "One of the first things they have to do is be more consistent (with their advertising). A lot of bedding retailers are advertising every three to four weeks, or during major holidays. They need to be out there (with advertising) all the time."
Some major bedding retailers say they are planning to boost advertising this year.
"We are increasing our advertising," said Keith Krininger, president of Bedzzz Express of Birmingham, Ala. "It is real easy in tough times, such as we've been in for a while, to cut back on advertising. With our direct mail, newspaper and television, we are going after the business. If there's any business to get, we've going to get it."
Pedro Capo, chief operating officer for El Dorado Furniture of Miami Gardens, Fla., told me he's planning a major increase in the ad budget this year. The goal: "Hopefully make things happen and drive traffic."
Mark Chase, vice president of merchandising for bedding at W.S. Badcock of Mulberry, Fla., said he's excited about the advertising his company will be unveiling this summer.
"We've got some hot advertising lined up for the summer months," Chase said. "We think the fall will be kicking."
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.
-
Three Things You Must Know to Meet her Bedding Needs
Jul 22, 2011 -
ISPA Expo: Industry strives to sell better sleep
Apr 25, 2012 -
Bedding Conference Offers Business Tips
Jun 16, 2011 -
Best Ads Include Tried-And-True Promotions
Jun 1, 2011
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
VIEW ALL GALLERIES
