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Seen & HeardKerry Lebensburger1
Marketing MediaThree Elements of Advertising5
The Latest From the ShoeboxSianko’s 3-Month Plan - August, September & October7
Style is Served!Elsa Weber23
TOP MARKETING REASONSCole Sianko3
In MotionTony LaPlante on Motion28The State of StationaryRick Coppola: Stationary Division29Snooze NewzBrad Rogers: Bedding Division32
The GoodsMichael Pitman on Casegoods25
Another Ashley Advantage5% Advertising Collections - July through October34Upcoming Furniture Today Ads35
Design Layout brought to you by Crystal L. Speltz&
Advertising Winner21
OUR MISSION Improve Quality
Reduce Cost
Do More Business
Be Profitable
Stay in Business
Wow! This market was seriously 100% without a doubt the greatest market we have ever had! Here are some reminders of the key takeaways from the show:
ThePandeadlinewasAug10!Wehaveofficiallymadethisthebestpromotiontodate!Ican’twaittohearthevariousways teams are executing this promotion. Thank you for your hard work and dedication to making this successful. We ordered a handfulofextrakitsfordealerssendingintheirordersearlythisweek.Theextrakitsarelimitedandonafirstcomefirstservebasis.
Shoebox marketing is the best its ever been. The ideas were well thought out and researched for the best possible resultsontheroad.Sellthemwithconfidence.(Innovativeideas+creativetalent)xAmazingMarketingSalesteam= Success! Contact your preferred print vendor to receive your Shoebox Marketing kit.
The Ashley Creative Department worked closely with Moso Graphics to provide you with outside the box display ideas to appropriately compliment the new accessory line. Jeremy from Moso and I spoke so often over that past 3 months that I have him on speed dial above my mother! The POP will be made available for stores that want to imple ment this display.
SierraSleepisonfire!ThemattresseslookedandfeltincredibleandthePOPstorylineturnedoutgreat.Nowthe teamscansellwithevenmoreconfidenceintheirbrand.ThePOPsaleskitwillbeintroducedinacoupleweeksand will include packages for 2 – 12 mattress displays. Stay tuned.
Catalogs.com is not Wondersign, but a wonderful compliment to your online catalog business. Roughly $150 a month for an interactive shopping friendly online catalog…. That’sacrazyvalue!ComeHighPoint,weplantoformallyintroducethemtoourMarketingSpecialistsandretailstores.Isimplywantedthemtogettheirfeetwetwithoursales teams. In the meantime, feel free to push their product and share success stories.
Tailbase is a solid website option. I spend a lot of time researching web companies for great values for our Marketing Specialists. Tailbase is very good at what they do and will be invited back in High Point. In a couple weeks, Bob LaPointe will be hosting educational webinars for those that would like to learn more about their program.
The best is yet to come! We will continue to challenge ourselves to provide a wow factor at every single show. Thank you very much for topping off a fantastic furniture market!
#greatestmarketever
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by Cole Sianko
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Eddie McCain . Shawn Harris . Michael Occhipinti . Anna Alessi Jimmy “Turbo” Herbig . Andrew Alfonso . Andrew ChapmanSpecial Thanks
to the Marketing Presentation Committee!
EVEN MORE DEALS ONLINE! DEALERWEBSITE.COM
$000 $000 $000 $000
$000 $000$000
medium brownbunk beds
medium brownbunk beds, chest & night stand
black & greybunk beds
MATESROOM
$000
$0000$000
design your way!
L shaped desk
BACK TO COLLEGESALE!
desk chairblack desk desk chair
entertainmentchest
white poster bed includes headboard, footbard and rails
white poster bed, dresser, mirror, chest & night stand
$50 $100instant rebateon $500!*
instant rebateon $1000!*
$000file cabinet
also available in white
$000dresser & mirror
$000night stand
5
High Point Furniture MarketFall 2015. October 16 - 21
Upcoming Market Dates
ROCK Brick & Mortar Advertising: Spider StandsBannersHang TagsWindow DisplaysParking Lot SignageExtra CircularsIn-store CouponsWall or Floor Graphics
DIGITALWebsite Marketing:
eCommerceeCatalogeCirculareCouponsWeb Banners/SalesMobile OptimizationOnline Videos
Search Engine Marketing
Pay Per ClickSocial Media Online Videos/Commercials
Social Media Marketing
PinterestFacebookTwitterGoogle +YelpInstagram
Room Planners Keyword DescriptionsMeta TaggingCustomer Rating Items You May LikeEmail BlastsBlogging
Google PlacesBloggingMeta Tagging
VineYouTubeFour SquareLinkedInEtc Etc Etc
6
PAPER Newspaper & Mailbox Advertising:
CircularsDirect MailROPBillboards
Marketing Media Rock, Paper, Digital
Back to School BashThe Back to School Bash is a celebration for the back to school shoppers. When budgets are tight from books, clothes, and in some cases moving expenses, the purchaser needs to feel confident with the value of the advertising offer. The Back to School Bash offers an instant rebate with select purchases. The rebates can adjust to your retailers wants, but the take away is flipping a coupon offer into an instant rebate to the customer.
WEBSITE BANNER ADS2 PAGE CIRCULAR
PRIVATE LETTEREBLAST TEMPLATES
B CK TO
SCHOOL
BASH
50 OFF
•INSTANT REBATE•
$
$on purchases of $500 or more
100 OFF
•INSTANT REBATE•on purchases of $1000 or more
BUCKSBONUS
7
WEBSITE BANNER ADS2 PAGE CIRCULAR
PRIVATE LETTEREBLAST TEMPLATES
Loyalty is everything. We have also assembled a pre-written private letter for the VIP customers or key targeted customer that should be VIPs. We are hearing fantastic results on private letters. Yes - They are more expensive. However, the response percentage tends to go up. Do the math.
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Customizations can be made with: Ashley Graphic Design Department . Imagine Advertising .Banner Marketing . Color Ad . Mspark . Renaissance
BACK TO COLLEGE I always get asked, what age is your buyer? My response is “We don’t limit ourselves to an age. Floor to Ceiling — Kids to grandparents — We have something for everyone.” Being the best value in the industry, we have a great opportunity on our hands with the Back to College customer. Use these ads and target the campus kid that’s looking for great furniture at affordable price points.
EVEN MORE DEALS ONLINE! DEALERWEBSITE.COM*See store for details. †Durablend upholstery products feature a seating area made up of a combination of Polyurethane and/or PVC, Polycotton, and at least 17% Leather Shavings with a skillfully matched combination of Polycotton and Polyurethane and/or PVC everywhere else. ©2015 Ashley Furniture Industries, Inc.
SLEEPERSFLIP FLOPS&
$000charcoal flip flop sofa
$000black flip flopsofa
$000red flip flop sofa
DEALSMATTRESS
$50 $100instant rebateon $500!*
instant rebateon $1000!*
BESTFRIENDS
$000rocker reclineravailable in mocha, burgundy, moss & chocolate
$000rocker reclineravailable in gray, red & espresso
$000rocker reclineravailable in onyx & espresso
$000 $000
$000
42" TV stand 64" LG TV stand
64" LG TV stand w/ fireplace option
$000denim queen sofa sleeper
$000 twin, full or queen
$000$000
each available in denim, crimson &
basil
BUY A SLEEPER &GET THE
RECLINER
FOR $000
BACK TO COLLEGESALE!
Twin Set
Full Set
King Set
Mt. Harvard Pillow Top Mt. Whitney Pillow Top Mt. Rogers Plushqueen set now only
$000$000$000
Twin Set
Full Set
King Set
queen set now only$000$000$000
Twin Set
Full Set
King Set
queen set now only$000$000$000
$000 $000 $000Mt. Rogers Pillowtop
Twin Set
Full Set
King Set
queen set now only$000$000$000
$000
EVEN MORE DEALS ONLINE! DEALERWEBSITE.COM
$000 $000 $000 $000
$000 $000$000
medium brownbunk beds
medium brownbunk beds, chest & night stand
black & greybunk beds
MATESROOM
$000
$0000$000
design your way!
L shaped desk
BACK TO COLLEGESALE!
desk chairblack desk desk chair
entertainmentchest
white poster bed includes headboard, footbard and rails
white poster bed, dresser, mirror, chest & night stand
$50 $100instant rebateon $500!*
instant rebateon $1000!*
$000file cabinet
also available in white
$000dresser & mirror
$000night stand
EBLAST TEMPLATESEBLAST TEMPLATES
EVEN MORE DEALS ONLINE! DEALERWEBSITE.COM
$000 $000 $000 $000
$000 $000$000
medium brownbunk beds
medium brownbunk beds, chest & night stand
black & greybunk beds
MATESROOM
$000
$0000$000
design your way!
L shaped desk
BACK TO COLLEGESALE!
desk chairblack desk desk chair
entertainmentchest
white poster bed includes headboard, footbard and rails
white poster bed, dresser, mirror, chest & night stand
$50 $100instant rebateon $500!*
instant rebateon $1000!*
$000file cabinet
also available in white
$000dresser & mirror
$000night stand
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Customizations can be made with: Ashley Graphic Design Department . Imagine Advertising .Banner Marketing . Color Ad . Mspark . Renaissance
Scratch, Save and RaveThere are two key things sales and marketing pros love.... Winning and customer engagement.
Here’sWhy:Customer Engagment + Winning = Success
Now throw in social media...(Customer Engagment + Winning = Success)X Social Media = Perfect Storm of Success
Now the question is:.How can we get a customer to be engaged, feel like they walked away with a great deal, and prove it by spreading the word?
This is exactly why we are introducing the Scratch Save And Rave promotion.EBLAST TEMPLATES
4 PAGE CIRCULAR
WEBSITE BANNER ADS
EBLAST TEMPLATES
4 PAGE CIRCULAR
WEBSITE BANNER ADS
It’ssimple: Prior to purchase, every customer that enters the store receives a discount scratch off card. If the customer shares their savings or purchase on their Facebook page, the store will double their discount! • Don’t have a Facebook page? No problem….Text (5) friends instead. • Don’t have 5 friends? Call someone that does.Double Discount Alternatives:Free Delivery, Free 2 year warranty, No sales tax, free store gift card, or even a free piece of furniture. #ScratchSaveRave
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Customizations can be made with: Ashley Graphic Design Department . Imagine Advertising .Banner Marketing . Color Ad . Mspark . Renaissance
Labor Day Weekend Red Tag SaleLabor Day weekend is the second most shopping holiday weekend in the furniture business. Having the right sale that meets the consumers needs, is extremely crucial for your business. I want you to imagine what a typical Labor Day circular ad lookslike….. What do you see? Is there a color that dominates the ad? How about fonts? What does the marketing message look like? Let me guess, you see a red dominating color, big bold font faces, and perhaps a clearance like marketing message?
If I’m right, its because the retail industry has conditioned us to expect this style advertising on Labor Day weekend. We as consumers completely expect to see insane Labor Day offers. Now here’s the problem…. If majority of these ads feature reddominating color, big bold font faces, and perhaps a clearance like marketing message, then how will your ad stand out? Take a deck of cards, remove all the black cards, and drop the hearts and diamonds face up on a table…. How easy will it be tonotice the 7 of hearts? Not too easy — is it?
Now, replace the 7 of hearts with the 7 of spades and perform the same exercise…. The 7 of spades stood out of the pack, right? This Labor Day we are going to offer the 7 of Spades ad in a deck of hearts and diamonds. We’re sticking with a solid/expectedmarketing message while adjusting the visual presentation to stand out of the deck
EBLAST TEMPLATESEBLAST TEMPLATES EBLAST TEMPLATESPRIVATE LETTERPRIVATE LETTER
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Customizations can be made with: Ashley Graphic Design Department . Imagine Advertising .Banner Marketing . Color Ad . Mspark . Renaissance
Score Your Discount - Football Season Savings EventSo we just got off one of the best Labor Day Sales we’ve ever had and now need to carry the momentum through the remainder of the month.By offering a football driven promotion, we are engaging with our customer base, staying relevant, and most importantly creat-ing a memorable experience. Who knows — if the program is successful enough, why not make it an annual football event.The next few pages will show you how to create a memorable football event.
EBLAST TEMPLATESEBLAST TEMPLATES
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Customizations can be made with: Ashley Graphic Design Department . Imagine Advertising .Banner Marketing . Color Ad . Mspark . Renaissance
Billing Information
Company Name:
Contact:
Address:
City: State: Zip:
Phone: Email:
Shipping Information
Company Name:
Same As Billing
Contact:
Address:
City: State: Zip:
Phone: Email:
ph: 503.719.6867 | fax: 503.719.6870 | SHOP.MOSOGRAPHICS.COM
13225 NE Whitaker Way, Portland, OR 97230
Payment
Card #: Expires:
Print Name: Sec #:
Date:
Payment is due prior to print dateVISA Mastercard Discover AMEX
Signature:
$299ALL FOR ONLY
plus
within continental US
FREE GROUND SHIPPING
FOOTBALLTHROW & SAVE PR
OMO
KIT
25Hang Tags3.75” x 5.75” Single-Sided Top/Center Drill Hole
25DiscountCards2” x 3.5”Single-Sided
1Lg Spider Stand31.5” x 79” Includes Stand Grommets in Corners
1Banner35” x 8” with Grommets
1 Football Gamewith 10 Mini Footballs
Choose Your Size - M / L / XL1 Referee Jersey
*Product will vary from image shown*
Order 3 Jerseys A La Carte for $99
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Customizations can be made with: Ashley Graphic Design Department . Imagine Advertising .Banner Marketing . Color Ad . Mspark . Renaissance
Halloween Scary Savings EventDid you know that Chipotle gives away a free burrito to to anyone wearing tin foil on halloween? Next Halloween, drive by a Chipotle around 7pm and notice the line out the door. In the furniture business, we can incorporate fun too. How about a kids costume or a pumpkin carving contest? They do or do not have to be present…. Leverage your social media pages… #(store name)costumecontest What about anyone wearing a costume during the promotional period receives 35% any single item? After all — Oct 30 and 31is going to be slammed with halloween parties. People will be dressed up…. take advantage.What about offering a free pumpkin with any purchase? Have your local pumpkin person set up shop in the parking lot.
EBLAST TEMPLATESEBLAST TEMPLATES
19 Customizations can be made with: Ashley Graphic Design Department . Imagine Advertising .Banner Marketing . Color Ad . Mspark . Renaissance 20
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Discover a World of Savings SaleColumbus Day is historically a solid holiday weekend for shoppers.The holiday shopping begins and decorating the home is a higher priority.
This Columbus we have two advertising options to Discover.1. The Passport of SavingsThe Passport of Savings is a book of redeemable discounts forthe year. In my opinion, this book should be given to the VIPcustomers or first 100 shoppers on Columbus Day Weekend.2. The Scratch OffHow can we keep the Discover Your Savings theme andactually mean it? A scratch off. By offering a scratch off, weare literally asking the customer to discover their savings byscratching for their discount. Scratch Offs can be order from [email protected]
EBLAST TEMPLATESEBLAST TEMPLATES
EBLAST TEMPLATESPRIVATE LETTERPRIVATE LETTER
21
ADVERTISING WINNER
22
TEAM MISSOURI! ROLLING THE DICE OF DEALSWe came up with the Roll the dice for discounts ad. It gives a maximum discount of 12% to the customer, but letting the dealer take advantage of 5% off product and upping their margins a mere 7%, the maximum discount doesn't cause the dealer any more than what they would normally advertise the groups for.
We brought some fun to the circular by making it look like an old time Vegas strip, also we didn't use just a small pair of regular dice. We made it fun by using oversized blow up dice that measure 16x16x16. Definite-ly works as eye candy in store. The dice ran about $12 shipped off of amazon, very little investment.
— Missouri Team
23
Style isServed!
MENUEarth Tones
Mixed Textures
Clean Lines
Pendant Lighting
Light Woods
Soft Hues
Don’t forget about th
e floor!
Textured rugs in neutr
al colors
are a great way to add
layers
in a snap!
Nature-themed wall art in soft colors add visual interest and flair. Try it out above a dining room hutch or server piece.
A wood table with an extra leaf
is perfect for showing off a
more vintage look while easily
adding space for extra guests.
More Room, More Style!
It’s hip to be square! Bright Idea
Lay Low
It’s All Natural
Straight edges and wood panels make a style statement for every meal.
Adding a pendant lamp that contrasts the colors and textures of the dining set will stand out and shine!
Danimore Dining Room Set
Danimore Table
Emerfield Table
Benen
Berwin
Kavara Dining Room Set
Gaenor CadenDalinda Cade Fabunni
Flatweave
Vintage
Woven
Textured
Natural Fiber
24
2731
Stationary64500 - T180-13 • L247014 • R304002
204XX - T131-13 • L129914 • R401312
966XX - T732 • L283514 • R401272
26800 - T136 • L433294 • R259002
58100 - T415 • L372944 •R382002
44200 - T481 • L211894 • R060002
Motion - LEATHER92300/01 • U75900/01 • 47301
MOTION 58300Sec • 54501Sec • 42401 Sec
RECLINERS 199 • 650 • 175 • 719
ENTERTAINMENT W325 • W697 • W553
HOME OFFICE H410 • H704 • H641
TABLEST007 • T550 • T559
TABLEST559 • T127 • T845
TABLEST127 • T477 • T845
Case Goods - BEDROOMB653 •B591/B592 • B138/139 •B246
Case Goods - KIDSB298 • B150
Case Goods -DININGD567 • D594 • D442 • D585
SeptemberAugust
Stationary380 Sleepers
939 •T180 • L118824 • R296002
166 • T269 • L280331 • R297002
443 • T517 • L319834 • R323002
800 • T587 • L207804 • R385002
477 • T337 • L1000074 • R382002
Motion - LEATHER 51202/03 • U78001/02 • 95201/02
MOTION 83601 • 40600/01 • 57802
RECLINERS 475 • 764 • 773 • 706
ENTERTAINMENT W319 • W371 • W527
HOME OFFICE H371 • H565 • H527
October
Stationary
43400 • T231 • L115244 • R139002
96701 • T584 • L201944 • R297002
45600 • T479 • L428354 • R32802
35500 • T499 • L439564 • R250002
63100 • T705 • L511934 • R060002
307XX • T165-13 • L318924 • R184002
Motion - LEATHER 51202/03 • U78001/02 • 83200/01/03
MOTION 83601 • 40600/01 • 56701
RECLINERS 47500 • 406 • 832 • 199
ENTERTAINMENT W371 • W527 • W319
HOME OFFICE H319 • H565 • H527
Case Goods - BEDROOMB526 •B645• B248 • B219/B216
Case Goods - KIDSB188 • B325
Case Goods -DININGD328 • D314 • D367 • D553
Case Goods - BEDROOMB455 •B525• B216/219 • B246
Case Goods - KIDSB213/233 • B131 • B106
Case Goods -DININGD314 • D293-225 • D520 • D540
34
Another Ashley Advantage: 5% Advertising Collections
33
May
142012Vol. 36No. 35
$10T H E B U S I N E S S N E W S PA P E R O F T H E F U R N I T U R E I N D U S T R Y
By Gary Evans
BENTO GONCALVES, Brazil — Movelsul Brasil closed out the largest furniture trade show in Latin America in late March with record attendance and sales expected to be more than initially predicted.
Movelsul is held every two years here in Bento Goncalves, a furniture town of 102,000 in southeast Brazil, a major furniture manufacturing area in a mountainous part of the
country dotted with vineyards and wineries. The five-day event drew 38,148 visitors
and 317 exhibitors, which ranged from up-holstery, mattress and case goods vendors to
see Brazil, p20
By David Perry
CARTHAGE, Mo. — Leggett & Platt is entering a new cate-gory — rap music — to tout one of its core businesses: inner-spring mattresses.
L&P teamed with Sec-ond City Communications to create “Get Hybrid,” a fast-paced music video that blends humor, rap music and bedding insights to tout what L&P calls “the Ultimate Hy-brid,” sleep sets that feature L&P’s encased Comfort Core innersprings.
see Hybrid, p28
L&P promotes ‘Hybrid’ in rap
By Larry Thomas
MONTERREY, Mexico — Grupo Famsa, a Mexican retailer of furniture, appli-ances and electronics, an-nounced it will close nearly half of its U.S. stores due to deteriorating sales and in-creased operating losses in
the U.S. market.The Top 100 retailer said
it will shut down all 24 of its stores in California, Ne-vada and Arizona later this year. That will leave Famsa with 22 U.S. stores in Texas and three in Illinois.
No timetable for the closings was announced,
but the publicly traded company listed its western U.S. stores as discontinued operations on its financial report for the quarter ended March 31.
The company said the 24 stores to be closed had a net loss of approximately
see Famsa, p10
Brazil show reportsrecord attendance
Famsa closing 24 storesWill exit West Coast, keep 25 U.S. units
Singers perform the “Get Hybrid” song as a crowd of extras looks on.
ECRU, Miss. — Promotional upholstery source American Furni-ture’s sales declined 15.7% in the first quarter to $30.3 million, par-ent company Compass Diversified Holdings reported in a Securities and Exchange Commission filing.
American posted an operating profit of $289,000 for the quar-ter, a turnaround from the first quarter of 2011, when it had a loss of $8 million due mainly to a $7.7 million non-cash impairment charge to goodwill and its trade name.
Stationary upholstery sales were down about $6.3 million from a year ago and motion product sales fell about $500,000, the com-pany reported. But recliner sales were up $1.2 million as American
see American, p34
By Jay McIntosh
HIGH POINT — Ashley remains the leader on Furniture/Today’s annual Top Sources for the U.S. Furniture Market report, with the $3.3 billion giant adding more to its top line last year than the rest of the companies on the list combined.
But the real story is just below Ashley in the rankings, with a growing La-Z-Boy overtaking a shrinking Furniture Brands Inter-national for the No. 2 slot.
La-Z-Boy’s 6.1% growth gave it sales in the U.S. market of $975 million in calendar year 2011, while a 5% decline at Furniture
see Top Sources, p14
Ashley remains top U.S. source
HIGH POINT — Three new International Pavilions at High Point’s Showtime fabric show next month will welcome 21 companies from Turkey, Taiwan and China making their U.S. show debuts.
Officials from International Market Centers and the Inter-national Textile Market Assn. said the exhibitors will be in Suites at Market Square, which IMC owns and operates. ITMA hosts Showtime, which is set for June 3-6.
see Showtime, p10
I N D E XBedding Benchmarks .........17Bedding Retail Playbook ...25Bedding Today ..................24Classifieds ..........................30Industry Numbers ..............34
Material ConneXion ...........22On the Water .....................11Opinion/staff listing ...........29Rug news ...........................26Trending: Entertainment ....12
www.furnituretoday.com
American Furniture sales fall 15.7%
Adding 21 international exhibitors Showtime goes global
FT001i35 1 5/11/2012 2:49:47 PM
HERE’S WHAT TO WATCH FOR IN
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