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Uncommon Common Sense #2
August 26, 2011
Common Sense Example #2 TV Advertising.
I believe that ‘common sense' should be a large part of marketing furniture at retail, today. If you read my post of August 19, you will note that I am posting 10 common sense examples. My motivation is to cause the reader to think about whether his/her business uses common sense strategies and tactics in their approach to retailing. Sometimes, these common sense decisions may not be monumental. This example isn't. But, they also may be the difference between achieving moderate and excellent success. One objective that every manager should strive for is to make every expended dollar count to the optimum level. If one disagrees with my viewpoints that is fine. At least I was able to inspire some reflection. This is Common Sense Example #2.
It is no secret, and I supposed I could be accused of sexism, that in most (read 1 over 50%, and I am not saying all) families the guy is the arbiter of how much will be spent on furniture and the gal where to shop and what to buy. These roles may be changing somewhat but reality is that generally, the wife has a greater say in where to shop (often he doesn't shop at all) and what to have delivered. One would assume that, programming on the cable networks that are female based would have retail furniture commercials during every program and between every segment. OWN, Lifetime, Bravo, Oxygen, Food TV, HGTV, The Hallmark Channel, and WEtv are all devoted to women's interests, likes, and issues.
There are lots of ads selling fragrances, women's products, health products and the like on these networks but not so many retail furniture store commercials. It seems to me it would make a great deal of common sense for furniture retailers to use these outlets to deliver effective marketing messages much more than they do now. Inasmuch, as these networks are watched primarily, though not exclusively by women viewers, and since women are often the deciders of what furniture will be purchased, it just makes sense. The message I am trying to deliver is ‘go to where the customers are' rather than hoping they will come to you. Shotgun advertising does not maximize the dollars spent; it will not reach optimum objectives. More about ‘going to where the customers are', in a later example.
Posted by Jim Green on August 26, 2011 |
Comments (15)
September 27, 2012
In response to:
Uncommon Common Sense #2Diipsingh commented:
I'm not getting any...no contmems on my posts, no replies to any contmems on other people's posts... for well over a week now. I'm so annoyed!! I was going to complain last night but then saw this on the complainy page:Known IssuesWe are aware that many users are not receiving all expected email messages from LiveJournal. This is likely due to a third-party situation, which we are currently working on resolving.General: * If you are missing comment notifications by email, please first see our email troubleshooting guide as the problem may be something you can resolve on your own. Until this issue is resolved, we cannot guarantee you will receive all of your notifications. You may wish to try tracking the entire entry, or bookmark any entries or comment threads that you wish to follow.
September 25, 2012
In response to:
Uncommon Common Sense #2Raj commented:
First, thanks for dairwng additional attention to the NY Times article regarding food photography. As a foodie, photographer, and entrepreneur in the foodie social network space, I really appreciate your support.In building twiddish, the dish-by-dish restaurant review iPhone app and social network, I have spoken to a lot of restaurateurs and chefs and for the most part they have supported diners photographing their food for several reasons. First, user-generated dish reviews are very different than restaurant reviews as they force the diner to focus on the dish and only the dish. Restaurateurs and chefs appreciate this because the specificity lets them know exactly what they are doing right and what can be corrected. Further, the recognize that most diners are not as adventurous as foodies and photo-based dish reviews enable the average diner to feel more comfortable in trying a new dish, restaurant, or cuisines, which in turn helps to fill seats and create buzz at restaurants.Jonny
November 11, 2011
In response to:
Uncommon Common Sense #2Carromata Furniture commented:
Jim I agree with you. I once was told that if you purchase something because it was inexpensive and it doesn't perform the tasks it was intended for, than it was actually expensive. However, if you pay more for something that performed everything you intended it to do, than the price was right.
Therefore, why pay less for an advertising spot that isn't going do reach the audience your looking. It would make more sense to spend more money for an advertising that will reach them.
October 25, 2011
In response to:
Uncommon Common Sense #2Carlye commented:
Okay I'm conivcned. Let's put it to action.
September 12, 2011
In response to:
Uncommon Common Sense #2Nelly commented:
I'm rlaely into it, thanks for this great stuff!
September 2, 2011
In response to:
Uncommon Common Sense #2Lorna commented:
Hi Jim,
You are absolutely correct with 80% of furniture purchases start with the women doing research, shopping and the men writing the "check" with some or little imput. Not only should furniture retailers put their message infront of the female audience but the message should be appealing to the female. Just like the half naked women on top of a truck.... You get the truck but not the woman...lol thanks for the great editorial.
September 1, 2011
In response to:
Uncommon Common Sense #2Jim Green commented:
Dear Looked into it:
Thank you for your observations. I recognize that the cost per spot may be slightly higher. However, most of these networks can be bought on a zone basis in a particular locale. Advertising rates per point are said to be competitive or slightly higher than broadcast. There are quite a few major retailers and single source network retailers in the country that could buy spots nationally. There are also quite a few large brand-name furniture and bedding makers that might as well.
The least expensive method of TV time buying is to agree to ROS, Run of Station which slots spots where there is available time during the day or night. Some spots may be at 2AM while others in prime time. Because it is less expensive per spot, in my mind does not mean that they will be the most effective, even cost effective time slots. Hypothetically, say one time buyer buys one slot for $1000 and it generates impressions that cause 10 people to visit the store. Then another time buyer only spends $500 on a spot but only 3 visits result. Which is the better buy? Common sense would dictate the more expensive buy. I suppose that this is a time to agree to disagree. Thanks for your viewpoint.
August 31, 2011
In response to:
Uncommon Common Sense #2John commented:
Thanks Jeff!! I assume your talking about this web site for Interactive Catalog: www.interactivecatalog.net
August 31, 2011
In response to:
Uncommon Common Sense #2Jeff commented:
John,
I agree! Here are a couple of company’s that may help you:
Interactive Catalog….This seems to be the favorite amongst the retailers using it.
Super Cat Solutions…a little on the expensive side and built for reps
Whereoware….similar to Super Cat Solutions
August 31, 2011
In response to:
Uncommon Common Sense #2John commented:
Furniture Vet,
I would have to say this attitude is partially to blame for this industry being so far behind when it comes to technology. The retailer has always been forced to keep up, for example, the manufacturers forced them to buy digital cameras when they started requiring pictures for warranty work. I would have to respectfully disagree on doing both because everyone would just use the expensive paper binders because that's what their used to and change is harder.
August 29, 2011
In response to:
Uncommon Common Sense #2Furniture Vet commented:
About the online catalog to replace binders. I would be careful with the extent you pursue this task. You need to remember the audience you are playing to. I call on many retailers from coast to coast and you would be surprised at some of them and there total lack of online and Ipad type exposure. Having an online vehicle to "support" your catalog is one thing, but to outright replace it may be a problem.
Not every, and I might go so far as to say, most, retailers have not caught up with this technology.
August 29, 2011
In response to:
Uncommon Common Sense #2Jim Green commented:
Sorry John, I can't recommend. Not exactly my area of expertise. If any reader has any recommendations, I'm sure he would appreciate it.
August 29, 2011
In response to:
Uncommon Common Sense #2John commented:
Jim,
I work with an uphostery manufacturer and we are shopping for an online catalog system to replace our binder catalogs....Can you recommend anyone?
August 27, 2011
In response to:
Uncommon Common Sense #2Looked into it... commented:
Everyone knows you want to reach women and this is a great way to do it. The reason you don't see it is the expense compared to other channels and other ad methods. Women's channels do not exist by accident - they came into being because they could generate significantly higher advertising dollars. When you look at all the advertising options and the cost/benefit of them, women's channels are too expensive to deliver enough sales either on a dollar or ROI basis.
August 26, 2011
In response to:
Uncommon Common Sense #2Furniture Vet commented:
Well Jim, you see here at the "Good Old Boys" furniture store we don't really see women as clients. That would demean their husband's stature. Same goes for the women we employ. They are in the jobs that the men don't want or can't do. Hold on a minute...Phyllis, can I get some more coffee? Now I could go on forever on this topic, but why waste our time, besides my ad agency, who has had to travel 2000 miles to get here, is in the other room waiting to tell me what we are going to be doing next quarter. Don't look for any women there either, Jim. These boys don't need no feminine touch.
This is the furniture business! We advertise during the news, and sports, and Nascar, and late at night when only insomniacs are up, and never on "girlie" channels.
What can you be thinking?
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