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Marketing Report for Ethan Allen Furniture

Marketing Report for Ethan Allen Furniture. brought to you by. ethanallen. March 2002. 2001 Furniture Expenditures in The TIMES Market. The market for furniture is good. Consumer expenditure on furniture is going up every year. $178,812,264. ethanallen.

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Marketing Report for Ethan Allen Furniture

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  1. Marketing Report for Ethan Allen Furniture brought to you by ethanallen March 2002

  2. 2001 Furniture Expenditures in The TIMES Market The market for furniture is good. Consumer expenditure on furniture is going up every year. $178,812,264 ethanallen Source: Information compiled by The TIMES Marketing Dept. Claritas, Inc., 2001

  3. U.S. Average Household Furniture Purchases in 2000 ethanallen Source: NAA 2002

  4. Percent of 2000’s Sales Done Each Month by Furniture Stores ethanallen Source: NAA 2002

  5. Advertising Source Consumers Most Likely to Check When Thinking of Buying Furniture: ethanallen Newspapers are the #1 source for consumer information on furniture. Source: 2001 NAA National Report: Newspaper Advertising of ROP—Inserts & Coupons. Margin of error +/-1.7%

  6. Household Income in The TIMES Market is High! There is money to be made in the furniture market now and in the future…especially in Ethan Allen’s own backyard, Lake County. But there is even a greater need for Ethan Allen to market itself efficiently and aggressively to the different consumers in the Northwest Indiana market. ethanallen 10 highest average household incomes in Indiana are highlighted in yellow. Top 4 are highlighted in Illinois. Source: Information compiled by The TIMES Marketing Dept. Claritas, Inc., 2001

  7. Communities with $40,000+ MEBI in Indiana & Illinois Buying Power in The TIMES Market is Good! Of these 27 communities with high medium effective buying incomes, The TIMES is the dominant circulation in all but two of them, (DeMotte and Merrillville). ethanallen Source: Information compiled by The TIMES Marketing Dept. SBP, a division of Claritas, Inc., 2001

  8. Communities with the Highest Median Home Values in the TIMES Market ethanallen Source: Information compiled by The TIMES Marketing Dept.Claritas, Inc., 2001

  9. Communities with $150,000+ Home Values ethanallen Source: Information compiled by The TIMES Marketing Dept.Claritas, Inc., 2001

  10. Ethan Allen can reach more households in these high medium home value communities with The TIMES than any other newspaper The TIMES reaches 39,897 households daily in these communities, and 45,321 on Sunday. ethanallen Source: Information compiled by The TIMES Marketing Dept. Audit Bureau of Circulations’ 12 Month Audit Reports: The TIMES, June 30, 2001

  11. Migration Trends 1998-1999 • Migration into Lake County, Indiana • From Cook County, IL: 37.6% • From Porter County, IN: 13.3% The migration trends appear to be that more people are moving from west to east. ethanallen • Migration into Porter County, Indiana • From Lake County, IN: 42.4% • From Cook County, IL: 9.4% Source: Information compiled by The TIMES Marketing Dept. Internal Revenue Service, Statistics of Income

  12. The Furniture Store Equation Continuous Advertising + Aggressive Media Mix = Reached Objectives • Objectives: • To create positive brand awareness among consumers • To drive traffic into your store • To increase furniture sales • Continuous Advertising: • Maintaining continuity to sustain awareness. People forget rapidly without frequent reminding. • The Thin Market: because on any given day there are only so many people in the market for new furniture, your advertising messages must be out there consistently in order to reach those people. • Frequent advertising helps you beat your competition. If you’re not advertising as much as your competitor, who is more likely to reach the consumer who is ready to shop? ethanallen Aggressive Marketing: (Media Mix) Newspaper Inserts: Advertisers have a growing need for newspapers because consumers read the preprints they carry. More than 8 in 10 adults regularly use newspaper inserts for information about what’s happening in stores! Newspaper TMC: Advertisers can reach 100% of the households in the market with this vehicle. This is affordable direct mail without the high direct mail cost! Broadcast: a good medium for building image and frequency because viewers can relate their own real-life experiences to what they see on television. Newspaper: the first place consumers turn to for product and shopping information, this medium offers the integrity of a reliable news source, timeliness, and tangibility because consumers can easily refer back to it. Customers look forward to the daily newspaper, and they’re willing to pay each day to get the information in contains. Your customers regularly read the daily newspaper for buying information about your products—and those of your competitors. Online: people use this medium to do their research on big-ticket items. Then they refer to local advertising to seek sales, promotions, etc. With an average of 550,000 page views per week, nwitimes.com is a sought-after information source in Northwest Indiana. A multimedia mix of electronic and print allows your business to reach maximum buyers! Source: Information compiled by The TIMES Marketing Dept. NAA 2002; TIMES Online Dept. 2002

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