Guardsman says, ‘Stop Cleaning. Start Caring'
Gary Evans -- Furniture Today, March 26, 2012
CHICAGO - Furniture industry supplier Guardsman and ABC's "Extreme Makeover: Home Edition" will launch a national "Stop Cleaning. Start Caring" campaign to rally America's new generation of home enthusiasts to rethink traditional furniture cleaning and help raise money for Habitat for Humanity on Wednesday, March 28.
Guardsman said the campaign will teach consumers that the best way to protect and care for their furniture is to treat it like they do themselves - with a simple beauty routine.
Similar to skin care regimes like sunscreen and concealer, the new furniture beauty routine includes dusting, cleansing, hydrating, polishing and, of course, covering those tiny imperfections.
Consumers will be asked to go to Guardsman.com to share their furniture stories and promise to care for that piece in the same way they care for other things they love. For every story shared, $1 will be donated by Guardsman to Habitat for Humanity, up to $25,000.
|To help retail salespeople, Guardsman has developed an iPad app showing the benefits of the company’s product.|
From all the stories collected, one winner will get a chance to have show host Tracy Hutson fly to their home for a one day, $1,500 room re-accessorizing and shopping experience - in true "Extreme Makeover" style.
Much of the focus will be on the Guardsman Furniture Care Products, which are available at many furniture retailers, with activity designed to bring consumers to the company's website (www.guardsman.com) to see its product line and to be introduced to Guardsman's furniture protection plans.
Guardsman's blog, Furniture Therapy, also includes references to the benefits of protecting furniture investment by purchasing a Guardsman Furniture Protection Plan. The company said this brand building activity is designed to make consumers comfortable and to build trust in the company's brand and its expertise.
To spread word about the campaign, the company is conducting a media blitz that will consist of satellite and radio media tours, written and audio news releases, billboard advertising in New York's Times Square and on the Las Vegas Strip, as well as traditional and social media outreach to national and local TV, print and online outlets and bloggers.
This media blitz is expected to deliver 50 million impressions in one month, according to the company.