Promotional Campaign

280 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
280
On SlideShare
0
From Embeds
0
Number of Embeds
13
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 762028
  • Direct mail
  • Direct mail
  • Promotional Campaign

    1. 1. Century Furniture Julie Hanson Vanna McCarthy Debbie Slavin Kirstin Zuckman
    2. 2. HISTORY• Manufacturer of upholstered and wooden furniture• Began in 1947 in North Carolina• Each piece customized to match customer’s specifications• Uses premium pricing strategy• Customers are price insensitive• Pieces considered works of art to be enjoyed for generations
    3. 3. CURRENT PROMOTION•Magazine ads in Architectural Digest and Traditional Homes• “As You Wish”
    4. 4. MESSAGE STRATEGY•Cocooning• Current Home Decorating Trends • Beach / cottage • Lodge / cabin• New Slogan• “Who Says You Can’t Have a Little Vacation at Home?”
    5. 5. Current Target Market•Upscale sophisticated female shopperswith incomes of $200,000 +•Quality, service, and showroom homesare important over price•Readers of Architectural Digest andTraditional Home
    6. 6. New Target Market•Baby boomers, specifically women ages 45 to60 with incomes between $60,000 and$100,000+ and readers of Better Homes andGardens•Sophisticated males ages 25 to 39 with adesire for style and subscribers of GQmagazine
    7. 7. Promotion Strategy•Increase brand awareness using image ads in magazines andcommercials•Increase website traffic with a free “Room make-over of theCentury” contest•Change customer perception from taking a yearly vacation tocreating a vacation like environment in the comfort of their homefor everyday enjoyment
    8. 8. Positioning Map
    9. 9. MediaStrategy
    10. 10. Magazine Ads
    11. 11. F W a i l l n t & e r Who says you can’t have a little vacation at home?Register at centuryfurniture.com to win a "Room Makeover of the CENTURY
    12. 12. S p r i n Who says you can’t have a little g vacation at home? & S u m m e rRegister at centuryfurniture.com to win a "Room Makeover of the CENTURY
    13. 13. Fa l l & W i n t e r Who says you can’t have a little vacation at home?Register at centuryfurniture.com to win a "Room Makeover of the CENTURY
    14. 14. S p r i n g Who says you cant have a little vacation at home? a n d S u m m e rRegister at centuryfurniture.com to win a "Room Makeover ofthe CENTURY"
    15. 15. Direct Mail
    16. 16. Visit our our website: Visit website: CenturyFurniture.c CenturyFurniture.com omAnd REGISTER to WIN a FREE room make-over Purchase any product that costs $2000 or more at Century Furniture and receive a special offer of no interest for 1-year !!!!!
    17. 17. Who says you can’t have a little vacation at home? …Fulfill your summer desires at Visit our website: Visit our website: CenturyFurniture.com CenturyFurniture.com And REGISTER to WIN a FREE room make-over Purchase any product that costs $2000 or more at Century Furniture and receive a special offer of no interest for 1-year !!!!!
    18. 18. Who says you can’t have a little vacation at home?Get warm and cozy with us… Visit our website CenturyFurniture.com Furniture.com and REGISTER TO WIN a FREE room make-over Purchase any product that costs $2000 or more at Century Furniture and receive a special offer of no interest for 1-year !!!!!

    ×