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From Home Furnishing Business

Klaussner to Launch First National Ad Campaign in January

Klaussner Home Furnishings will launch its first-ever national advertising campaign in January to promote its successful Trisha Yearwood Home collections.

The 15- and 30-second spots will run on highly-rated Scripps Networks programming, including “Trisha’s Southern Kitchen,” the popular cooking show hosted by Yearwood on the Food Network.

The spots also can be seen on other Scripps Networks channels, including HGTV, Travel Channel and DIY Network.

Produced by Horich Hector Lebow Advertising, the spots feature Yearwood promoting her upholstery and case goods collections at Klaussner, and directing consumers to a website listing dealers who carry the line and are promoting it in their local markets during the national ad campaign.

Geoff Beaston, vice president of case goods at Klaussner, said the spots were shown to dealers at this month’s High Point Market, and he believes many will run them locally, using a 30-second “doughnut” spot that is customizable and a 15-second branding spot that can be tagged with the local store’s name.

“It was very well received,” Beaston said of the ad campaign. “I think we’re going to have a lot of participation from our dealers.”

He said the company also is urging dealers to insert the 30-second spot on their website, and said the 15-second spot is perfect for use as digital pre-roll.

Klaussner also is recommending that dealers add 20% to their typical weekly ad buy during the campaign, and use the Yearwood spot as at least 20% of the overall buy.



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