Should bed retailers cut back on advertising in these times?
Here’s an interesting piece from Furniture Today which tackles on the power of advertising in business, especially in the mattress retail industry.
Speaking before a group of retailers last May, advertising executive Jon Parks says that mattress stores “shouldn’t shortchange their advertising programs” as research have proven that even with today’s economic climate all over America, companies who cut on their advertising budget are “outperformed” by those who don’t.
The report also assessed trends in online marketing, specifically, shopping for mattresses on the internet, to which Parks noted:
60% of consumers have used the Internet to do product research. So retailers need to leverage their strengths — the “bricks” of their stores — with the clicks that consumers will be making online to learn more about mattresses.
How can retailers beef up their advertising in today’s trend? More tips may be found here.
Tags: advertising, economic climate, furniture, Jon Parks, mattress, mattress stores, mattresses, Program, retail industry, shopping, Times, Today
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