New Program Designed to Drive Sales, Increase Brand Awareness.
Somerset NJ, November 17, 2009 – In a time when many manufacturers are scaling back marketing efforts, Ekornes Inc. is pleased to announce the launch of a multi-year, multi-region marketing campaign beginning in 2010. The 3-5 year campaign is designed to increase Stressless sales and brand awareness and will run in addition to and in conjunction with, the company’s national brand advertising efforts.
“There could not be a better time to build the Stressless brand in the US,” says Peter Bjerregaard, President of Ekornes Inc. “We know there is a strong correlation between brand awareness, preference and sales, and the current economic climate presents a great opportunity to grow the Stressless® brand among our target consumers.”
The targeted marketing efforts will focus on the following regions: Los Angeles, CA; Boston, MA; Minneapolis/St. Paul, MN; Seattle, WA; Cincinnati, OH; Tampa/Sarasota, FL; and Denver, CO.
“These 7 regions have been chosen as our focus for many reasons,” says Bjerregaard. “First and foremost, we have strong distribution in these areas and committed dealers who embrace the Stressless business model. Additionally, each area represents a strong concentration of the Stressless target consumer. We feel we have a tremendous opportunity in these areas and are extremely excited about the potential.”
Designed to increase brand awareness and store traffic, the marketing efforts in these areas will include a multi-faceted advertising and media campaign.
“We will be able to saturate these regions with the Stressless® comfort message through a strong mix of media including print, cable and broadcast television and online efforts,” says Beverly Kastel, Marketing Manager. “Especially in the current economic climate, Stressless® can offer its customer an unparalleled comfort experience, unmatched in the industry today. We want consumers to know that they can maximize their relaxation time at home in a Stressless.”
In addition, Ekornes will enhance the in-store presence by launching a new Stressless Comfort Studio.
“The new Stressless Comfort Studio will be rolled out to all Ekornes dealers in North America, and dealers in these targeted regions will have priority in 2010,” says Kastel.
The company will continue its comprehensive dealer sales training program, full line of yearly promotions and national advertising to help round out the success of the new program.