Bassett Furniture plans to promote new West End Collection
09 Sep '05
3 min read
Home furnishing maker & marketer Bassett Furniture Industries Inc announced plans to promote its new West End Collection using national television advertising and direct mail.
The West End commercials (30 seconds) will run throughout the month of September on cable channels such as Style Network, E! And HGTV. In addition, Bassett will be sending out nearly two million direct mail pieces to consumers' homes. The company will also continue the same message on its website.
“The modern glamour of the West End Collection called for a sophisticated approach,” said Michael Satterfield, Bassett's Vice President of marketing. “For the last several months, Bassett has been learning more about its consumers. The West End commercials were developed based on findings from a comprehensive segmentation study recently completed.”
The collection's clean lines are illustrated with a continuous, unbroken thread that flows through the entire spot. The black line traces the graceful curves of each piece, pausing only to write the words “glamour,” “drama” and “sophistication.” Yet it's the music that really sets the tone. Reminiscent of a Henry Mancini pop composition, the whimsical piece immediately lends timeless glamour, setting the pace for the ever-present black thread.
West End broadcast and print art was created by Bassett's Marketing Group in conjunction with Atlanta-based agency, Frederick/Swanston.Bassett Furniture Direct stores feature model living rooms, dining rooms, bedrooms and home offices that show clearly the quality and versatility of the Bassett line. Knowledgeable sales people help with design ideas and fabric choices, and coffee bars add to the comfortable, welcoming ambiance. There are currently 127 Bassett Furniture Direct stores across the country.
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