Melinda (Cormier) Harnden Media Plan For Jordans Furniture

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A hypothetical media/budget plan for Jordan's Furniture, created for my integrated marketing communications class.

A hypothetical media/budget plan for Jordan's Furniture, created for my integrated marketing communications class.

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  • 1. Memorandum To: Barry & Eliot Tatelman From: Melinda Cormier Date: 12/29/2009 Re: Media plan budget How we are reaching our customers We are currently using media advertising in the form of TV commercials, radio ads, direct mail and now more use with our website. We have recently launched an interactive room planner on our website, designed to enhance our customer’s experience on the website so they can layout their rooms and place our furniture within it. Our Target Audience Baby boomers – Those born between 1946 – 1969, who are 40 - 63. Male & female Single or married Post high school education, working professionals Income ranging from $50,000 - $200,000 Generation Y – Those born between 1970-1991, who are 18-39 Male & female Single or married Post high school education, working professionals Income ranging from $40,000 - $100,000 The competitive landscape Over the past couple years, more furniture stores have opened across Massachusetts and New Hampshire, many competing for the same customers we are. These companies have been using a variety of media to advertise their products, including TV commercials, print ads in newspapers and magazines, radio ads and billboards. Many of these companies offer interactive websites that allow online ordering and customization. Our largest competitors are Bob’s Discount Furniture, Ethan Allen, La- Z-Boy and now Ikea in Stoughton, MA. Each competitor uses their media sources to advertise various aspects about their company. Bob’s Discount Furniture has 40 stores across CT, MA, NH, ME, NJ, NY and RI, and offers incentives for visiting the store such as mini-golf courses and complementary refreshments. 1
  • 2. December 29, 2009 Ethan Allen is a large furniture distribution and manufacturing company with locations all across the US, and more than 30 stores abroad. They advertise themselves as a high quality, full service design center with a modern attitude and offer a variety of domestically made products. They offer free local delivery and creative financing options. La-Z-Boy is the top US producer of upholstered furniture ranging from recliners to sofas to tables. They market themselves as the standard for American comfort. Jordan’s Furniture currently carries La-Z-Boy products. Ikea is the newest competitor of Jordan’s with their location in Stoughton MA. Ikea is a company originally based out of Sweden, but is currently operated out of the Netherlands with stores in 31 countries. Their goal is “to offer a wide range of well- designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them." Their furnishing style is modern and functional with their main advertising media being their catalog which brings consumers into the store, where they purchase the unassembled product in a warehouse type environment to be assembled at home by the buyer. The fall 2009 advertising campaign From October 1, 2009 through December 31, 2009, we will be launching a new ad campaign. Our media sources will include new TV commercials, radio ads, magazine and newspaper ads, a catalog and more online usage. We will be emphasizing our unique store experience and various incentives such as the free cookies, ice cream and coffee. We will also be directing more consumers to our interactive website where they can view our products and design their room layout with the room planner feature. As always we will promote our friendly and knowledgeable sales staff. The TV ads will be run on ABC’s Desperate Housewives, NBC’s Grey’s Anatomy and on the NH based WMUR Channel 9 during a variety of programs, and MA based WHDH Channel 7 and the CW also aired during a variety of programs. TV advertising is approximately $1.37 million. The new catalog will be used to showcase our products and services, so that our customers have a strong desire to come into the store to purchase. The catalog will compete directly with the Ikea catalog, specifically targeting the Generation Y consumers. The catalog will be a full color, 72 page book showing various room layouts, furniture choices and colors to showcase our wide selection of furnishings. The catalog campaign is $70,000 for 75,000 copies distributed. Radio ads will be aired on stations such as NH based WZID and WGIR, MA based WODS, WROR, & WBCN, and RI based WPRO & WHJY, whose target audience is primarily the baby boomers and Generation Y markets. These ads will also promote use of the website and in store visitation for the Jordan’s experience. The new campaign radio ads are $58,500. 2
  • 3. December 29, 2009 Print ads will be published in a variety of New England based newspapers and magazines such as New England Home Magazine, Design New England, NH Magazine, The Union Leader and The Boston Globe, all of which have a large circulation within the New England states. These ads will also focus on the website and in store experience. Print ads are approximately $418,800. Our increased website usage, advertising banners, Google AdWords and impressions comes in at a little over $81,500. The new campaign budget is $2 million, and the proposed campaign will total $1,999,600 with $400 left for flexibility. 3