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Natuzzi Advertising Goes Digital
October 12,
2010 by in UnCategorized 
By Home Furnishings Business in Advertising on October 13, 2010
Leather upholstery vendor Natuzzi (NYSE: NTZ) is beefing up consumer advertising by going digital with a relatively new online engagement technology designed to drive sales from Internet surfing.
The technology, pioneered by digital advertising firm GET Interactive and used by consumer products companies such as The LOreal Group and Hanesbrands, will immerse consumers in Natuzzi Group brands through unique furniture browsing experiences using digital advertising, social media, e-mail communication and retail partner deployments.
From a number of digital touchpoints, including unique interactive banner ads, consumers will have instant access to the Natuzzi Group brand and product information they are searching for, including product details, special offers, company background and retail locations.
Launching at the upcoming October High Point Furniture Market, Natuzzi Group will show its dealers how the online advertising works and how it can drive consumers to their stores. The information rich ads will run on high profile sites such as Elle Décor.com throughout 2011. Each media partner selected for the roll-out was strategically chosen to reach target consumers for the companys Natuzzi Italy and Natuzzi Editions brands.
Additionally, the flexible banner ads may be further customized with specific retail information and used on dealer Web sites.
We are committed to helping our dealers sell Natuzzi Group products to their consumers, as we are to finding innovative ways to do that, said Joe Mussallem, president, Natuzzi North America. No one can afford to ignore the fact that shoppers are online and actively looking for information before making a home furnishings purchase. By engaging them in the digital space first, we can help direct them to our dealers, armed and ready to buy.
GET Interactives rich media technology earns significantly higher consumer interaction metrics, compared with other digital advertising formats.
We are especially pleased to bring this first opportunity in the furniture industry to Natuzzi Group, said Rick Harrison, CEO of GET Interactive. Natuzzi Group has consistently demonstrated marketing leadership, and we are thrilled to be their partner in this inaugural initiative.