Bassett Supports Elway Home Brand With National TV Ad Buy
Furniture World Magazine
Bassett Furniture Industries, Inc. is supporting its John Elway Home Collection by Bassett brand with national television advertising that will kick off January 24. Michael Satterfield, VP Marketing, Bassett, made the announcement.
Elway Home commercials will run for a concentrated two-week period, through Sunday, February 6, on cable channels ESPN, ESPN2 and ESPN News. Bassett bought :30 spots during programming including NCAA Basketball; Sports Center; and NFL Superbowl specials.
"Our strategy was to speak to the different emotions of male and female consumers in deciding what is most important for entertaining at home," says Mr. Satterfield.
"Typically, style is a top priority for female shoppers, while for men, it is all about comfort. These were especially important considerations in marketing the Elway brand."
Research shows that women are the final decision makers in furniture purchases, including home theater. However, men make the majority of home electronics purchasing decisions. Elway Home creative is designed to reach both decision makers. This is because Elway Home has partnered with Sony Style to offer consumers the entire home theater solution at Bassett Furniture Direct stores.
Mr. Satterfield says, ³The spots demonstrate the perfect balance that Elway Home strikes. John Elway appears as himself, the all-American sports legend and successful businessman who has earned the right to relax in comfort.
He is about to do just that, when suddenly, his home theater room fills with female friends and neighbors who can¹t get enough of Elway Home¹s upscale styling and customized design choices.²
Elway Home media is available to Bassett Furniture Direct stores for advertising and marketing in their local markets. Additionally, the brand is supported by in-store promotions, sweepstakes and merchandising; direct mail pieces; public relations; and co-branded special events. Consumers can register for the sweepstakes at any Bassett Furniture Direct store or on Bassett¹s website at www.bassettfurniture.com
John Marks Associates in Baltimore placed the schedule.
Elway Home broadcast and print art was created by Bassett¹s Marketing Group and Atlanta-based agency, Frederick/Swanston.
Bassett¹s commitment to customized design choices continues with the John Elway Home Collection. Elway Home offers hundreds of wood finish, leather and fabric upholstery options. The collection¹s three distinct style categories - contemporary, transitional and traditional - include entertainment walls with choice of audio piers, media storage and bookcases; credenzas, console tables, and cocktail tables; and seating groupings of recliners, rockers, chaise lounges, sofa, loveseats and sectionals.
Perfectly coordinated John Elway Home rugs, lighting, art and decorative accessories are also available in each style category.
About Bassett Furniture Industries, Inc.: Bassett Furniture Industries, Inc. (NASDAQ: BSET), is a leading manufacturer and marketer of high quality, mid-priced home furnishings. With over 100 Bassett Furniture Direct stores, Bassett has leveraged its strong brand name in furniture into a growing network of licensed stores that focus on providing consumers with a friendly environment for buying furniture and accessories. The most significant growth vehicle for Bassett continues to be the Company¹s dedicated retail store program. Bassett¹s retail strategy encompasses affordable custom-built furniture that is ready for delivery in the home within 30 days. The stores also feature the latest on-trend furniture styles, more than 1,000 upholstery fabrics, free in-home design visits, and coordinated decorating accessories. For more information, visit the Company¹s website at www.bassettfurniture.com.
About John Elway: John Elway is a member of the Pro-Football Hall of Fame, Class of 2004. Mr. Elway, known for his come-from-behind wins, led the Denver Broncos to back-to-back wins in Super Bowl XXXII and XXXIII. The first overall pick of the 1983 NFL Draft, Mr. Elway played 16 seasons with the Denver Broncos. He is one of two players in NFL history to pass for more than 50,000 yards in a career. A master of fourth-quarter comebacks, Mr. Elway capped his career by earning Most Valuable Player honors in Super Bowl XXXIII.
Since his retirement from football, this American sports icon has become a successful businessman. One of the most recognizable sports figures in the U.S., Mr. Elway scores well with both men and women in Bassett¹s target demographic.