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Jim Green's blog

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.