Anti-sale tirade misses the mark
Jerry Epperson's anti-sale tirade ("Don't get the point? Let me repeat SALE!," Dec. 1, page 54) was fun to read. I enjoyed it immensely. I bet Jerry found writing this column was cathartic.
I bet Jerry genuinely believes using advertising to promote sales, discount prices, no-no-no financing and similar events demeans the industry at large and the retailer in particular.
I also bet Jerry believes furniture retailers should devote their advertising to store "branding," the quality of their merchandise, the joys of the shopping experience, etc.
Jerry, you've been out of the trenches too long!
With the possible exception of Wal-Mart and/or Target, I don't know of any retailer, especially any furniture retailer, with pockets deep enough to spend any part of their advertising budget on anything other than traffic-building! We've all seen some valiant attempts at retail branding (the "Softer Side of Sears" was a great campaign) be abandoned in favor of "ask for the order" promotional advertising. Retail "brand" advertising isn't affordable. And it doesn't work.
Store branding, for the most part, takes place in the store.
Any retailer who tries to use advertising to establish his brand should bend over, put his head between his legs and kiss his bottom line goodbye.
In most industries, manufacturers generate brand awareness and retailers generate traffic and consumer sales. In the furniture industry, the manufacturers have failed miserably. It's unfair and unfeasible to ask retailers to take up the slack.
The core of successful retail advertising is urgency! Whether it's a sale, a limited-time credit offer or even Jerry's "Forrest Gump Slept Here Sale," the retailer must give customers a reason to come into the store now … right now … TODAY!
Can urgent advertising be creative? Can urgent advertising be in sync with a store's brand? Can urgent advertising help separate a retailer from its competition? Yes — Yes — YES!
Jerry may believe customers are bored by this kind of advertising, but I challenge him to name any successful retailers who live on "brand" advertising. And if he can, I'll bet those same retailers can be a lot more successful with some good traffic-building advertising working for them.
John Rosene, creative partner, Solk and Associates
Greed will ruin High Point market
We write you and your publication because we know of no other forum to direct our criticism, disgust and disappointment with the cost associated with attending the High Point furniture market. This subject is not new to you, or to the International Home Furnishings Market Authority. However, the efforts of the authority, and probably others, to exert some influence upon lowering the cost of lodging, food and rental cars for those who attend the market has been nothing short of a dismal failure.
Outside of arranging for parking at the Oak Hollow Mall and a shuttle into town, little success has been realized. As of this coming April market, everything else can only be described as a "rip-off." In short, nothing has changed.
We offer this single, prime example and personal experience in preparing for this April. To rent a car for the period April 19-April 28, here are the rates we have been quoted at the Greensboro-Triad Airport as of Feb. 1, for the nine-day period of market attendance. Prices include taxes, etc.
Hertz mid-size: $976
Budget mid-size $927
Dollar mid-size $822
Alamo mid-size $760, plus additional fees?
Avis full-size $687
Obviously we selected Avis. Not because it is a fair price but because it is the lowest of the rip-offs offered. Not a pretty picture, is it?
It is our opinion that it will not be the manufacturers, the city of High Point or its citizens, or the buyers and sales representatives that attend, that will drive this highly successful marketplace from its present locale.
It will be all those businesses that provide the services such as lodging, food, parking and rental cars that will be the demise of High Point.
It will be their greed, and the failure of the furniture industry itself to control that greed, that in time will cause a significant change in the importance of High Point in the furniture industry.
Betty and Ed Williams, sales representatives
