By Ron Cooper
Director of Sales and Marketing
Profit Management Promotions
Everyone remembers Hurricane Irene and all the damage it caused slamming into the East coast about 2 weeks ago causing power outages, water levels to rise, businesses shutting down and many, many homeowners getting flooded out of their homes. It was a horrible time for many people and I’m sure everyone reading this probably knows a few people who were greatly affected by this disaster.
Now, go back to 1992 and think about the destruction that Hurricane Andrew produced in South Florida? But remember, with “every disaster comes an opportunity”. Several furniture stores started to advertise in Florida that they had furniture ready for quick delivery. It was a “gold rush” time for anyone in the furniture business back then and could be today. Many consumers that were affected by Irene will also be needing new furniture, carpet, etc. Many insurance companies will be writing checks to consumers on the spot to re-purchase these items. For those not getting a check upfront, offer some financing to help their cash flow which will also help yours. How can today’s retailers get the attention of the consumers in your area that were affected?
Opportunities: NOW is the time to get your message out to your customers that you can help them replace lost furniture and carpet but you can’t whisper the message! Run a promotion announcing you have product to offer them that is affordable and that’s available for quick delivery. You’ve got to strike now while it’s on everyone’s mind. If you don’t promote today, I’m sure a big box store will come up with a creative campaign and take all those potential clients from your store – simply because you didn’t express your message correctly or timely.
Today’s take-away: It’s time to think out of the box and seek out new opportunities, drive around to see what areas were most affected by the floods, speak to promotion companies who can partner with you by running a high impact event that just might give you the shot in the arm you need going into the fall season!
About Ron Cooper & Profit Management Promotions (PMP): Ron Cooper is director of sales and marketing for Profit Management Promotions – one of the nation’s leading sales promotion firms serving the home furnishings industry. Established in 1985, the company is headquartered in Jamison, Pennsylvania, and maintains regional offices in New York, New Jersey and North Carolina. Visit their web site at www.pmpsales.com
Furniture World is the oldest, continuously published trade publication in the United States. It is published for the benefit of furniture retail executives. Print circulation of 20,000 is directed primarily to furniture retailers in the US and Canada. In 1970, the magazine established and endowed the Bernice Bienenstock Furniture Library (www.furniturelibrary.com) in High Point, NC, now a public foundation containing more than 5,000 books on furniture and design dating from 1620. For more information contact firstname.lastname@example.org.