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VENDORS ARE TUNING IN THE TV FOR HOLIDAY AD CAMPAIGNS.

NEW YORK-Housewares vendors have begun drumming up consumer interest by turning on the tube this holiday season. A number of vendors have stepped up advertising on television, featuring some brands for the first time.

All-Clad Metalcrafters launched a campaign Nov. 20 on "Dateline" as the first national TV schedule promoting the All-Clad name. The company initially ventured into national television this fall with ads supporting its Emerilware product line.

"You don't see many cookware companies doing national advertising," said Cathy Fischer, All-Clad's vice president of sales and marketing.

"We want to make sure we're in the forefront of the consumer in a different way from just advertising in a traditional shelter magazine."

Cuisinart also is turning to television this holiday season, said a company spokeswoman.

"Our big focus is on our TV ads, which will start right before Thanksgiving and run until a few days before Christmas," she said. "We're doing one for the Grind & Brew and one for the food processor.

"The food processor will run during early morning and prime access, which is right before prime time. The target there is women who are 25 to 50, so placing it during the `Today' show and `Good Morning America' lets us reach people when they're getting ready in the morning.

"The Grind & Brew [spot] will run in the early-morning and late-news slots because we've got an older client there, and they drink coffee in the morning. That spot will show multiple products at the end," she said.

Couch potatoes will also be able to catch holiday promotions from Royal Appliance on television, said a company official. "We have some national holiday-themed television creative scheduled to air in December. Our product message is focused on the Spot Scrubber, our corded, handheld shampooer, and the new Platinum Force Hand Vac."

These items are priced for less than $50, so they are prime for gift-giving, said the Royal official. "We also feel that the new TeleZapper, a device that dramatically reduces the number of computer-dialed telemarketing calls, will be a great gift item at $49.99."

But television promotions don't replace great bargains, and numerous newspaper and magazine circulars are tempting consumers with low prices, add-ons or gifts with purchases.

A Calphalon promotion at Bed Bath & Beyond offers a $50 gift card with every $250 Calphalon purchase. Bed Bath & Beyond shoppers who spend $200 on Emerilware cookware receive a 36-inch chrome pot rack. At Linens 'n Things, an eight-piece set of Anolon cookware is advertised for $149.99, and offered along with a $24.99 George Foreman Color-ific grill.

Special pricing is an important way to promote Eureka products, said Chan Tinkle, vice president of marketing. Eureka advertising kicked off on Thanksgiving with circulars running in newspapers, using hot prices as a lure. "Floor care is a huge promotional category and this holiday season will be no different from past years as to promotional intensity," Tinkle said.
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Comment:VENDORS ARE TUNING IN THE TV FOR HOLIDAY AD CAMPAIGNS.
Author:Report, HFN Staff
Publication:HFN The Weekly Newspaper for the Home Furnishing Network
Article Type:Brief Article
Geographic Code:1USA
Date:Nov 26, 2001
Words:485
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