Nationwide Launches Group-Exclusive “Get the Best for Less” Promotion

Furniture World News Desk on 8/2/2017

Nationwide Marketing Group recently announced that they havekicked off a group-exclusive promotional event to assist their thousands of Member Companies take additional market share in the sales period between Independence Day and Labor Day.  The event, marketed to consumers as Get the Best for Less, leverages the consumer benefits of shopping Independent, along with top brands’ exclusive promotional offers that consumers can only find at Nationwide Member Companies, and runs from July 26th through August 12th.

The concept for the event took root when Nationwide identified a unique market opportunity for their Members utilizing intelligence from the group’s PriMetrix consumer and market data initiative and Nationwide’s proprietary and confidential POS aggregating tool. Nationwide’s Jeff Rose, who directs furniture merchandising for the group, shared his insights, “This will mark Nationwide’s largest summer event ever, and we believe the opportunity represented in this promotion is powerful for our Members.  We know that in the furniture and bedding industry, the business done between July 4th and Labor Day is as big as the business during those two promotional periods combined.  We also realize that the traditional holiday promotional windows have become very price driven and are creating a very crowded promotional marketplace with a bevy of ads screaming for the customer’s attention.  This event gives our Members an additional promotional holiday for the year, and with exclusive promotional offers.”

Nationwide is leveraging the group’s substantial marketing capabilities to help participating Members get the message out to consumers.  Senior Marketing Exec Frank Sandtner, elaborated, “Nationwide has provided our Members best-in-class marketing assets for digital, television, and print for years, and for this event, we’re pulling out all the stops.  We’re executing across multiple channels to reach today’s consumers in the most cost-effective channels, at each stage of the search and buying process. 

Messaging is based on our ongoing research efforts, and provided via a variety of media options that include traditional vehicles like circulars and direct mail, as well as broadcast television commercials, digital video, banner and display ads, and much more.”

Because Nationwide members sometimes share markets, two unique identities for the event have been provided to prevent any market conflicts. In addition to Get the Best for Less, the group also produced messaging themed as Billion Dollar Buying Power.  Steve Bryant, who operates the group’s PrimeMedia production facility, shared, “Independents have a clear advantage in both furniture and bedding over the national chains in the form of superior product assortment, not to mention their knowledgeable and customer-focused sales and delivery teams. However, many consumers aren’t aware that they can access all these advantages without spending more. Each of these messages is provided with parallel versions of television commercials, digital video ads, in-store digital signage, website video, and text-driven versions for social media usage.  This consistency of messaging across all channels, helps Members break through in their marketplaces.”

Plans are already in the works for future events in 2018.  Nationwide’s Sandtner adds, “We believe that there is no better place for consumers to find a superior shopping experience than in our Members’ stores.  Over the past two years, as Nationwide’s “Prepare for Share” program has matured, our dealers are leading the way in positioning their businesses to capture market share.  Nationwide’s commitment to providing these opportunities will only increase in coming months and years.”