Canada's largest upholstery manufacturer
Here is an example of cause marketing that also creates traffic and sales. In addition to our work creating national advertising and localized retailer promotions for Sklar Peppler, we also created a national event during the Christmas season that was quite innovative for the home furnishings industry. The event was called the “National Holiday Trade-In” event where we negotiated with the Salvation Army in Canada to pick up all used sofas from Sklar Peppler retailers throughout Canada. Consumers received a discount from their trade-in towards the purchase of a new Sklar Peppler sofa. And retailers received increases sales. It worked because it overcame a major objection to buying a new sofa, that the current one was “good enough”, by making people feel good about giving up their old sofa and then getting a discount on a new one. This was a win-win-win-win program: the consumer won by getting a new sofa at a discount and giving an old one to a worthwhile charity. The Salvation Army won because it received many sofas to sell at its stores at no cost, plus tremendous national publicity during their important Christmas fundraising campaign. The retailer won with increased sales. And Sklar Peppler won with increased sales plus generating tremendous goodwill in Canada.
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Below is an example of our national advertising for Sklar Peppler that appeared in home furnishings magazines and was designed to appeal to younger women 30-50 to become Sklar Peppler customers.
In a promotional event that retailers could use, called the Secret Sofa Sale, customers were given a scratch off discount card the moment they entered a furniture store and told to look for the matching Sklar Peppler hangtags to identify the Sklar Peppler sofas in the store. Our strategy helped divert the attention of the customer to Sklar Peppler sofas over the competitors' and increased the sale of Sklar Peppler sofas overall. Prior to the event, retailers were provided an ad kit that included TV, flyers, direct mail, print, in-store posters and hangtags, like the examples below:
