SKLAR PEPPLER

A leading upholstery manufacturer
Marketing Challenge: Sklar Peppler's sales from the large national chain stores were doing fine. But their sales had been flat from the independent retailer segment. The challenge was how to build this segment without hurting the national chain business, formerly the foundation of Sklar Peppler's business, and get independent retailers to show, advertise, and sell more Sklar Peppler upholstery.
-INSTANT CASH-BACK BONANZA - now in its fifth year, a very successful variation of the rebate promotion. The key is the cash-back form, which we created -- to be filled out at the time of sale, which adds a dimension of believability because the deal really does seem to originate from the factory.
-Black & White newspaper ad
-Customized color circular
-Coordinated hangtag
-Cash-back form added credibility at the time of sale
TRADE-IN Sale Television Commercial
(e-mail us for a free video dub of this commercial)

This nationally partnered Christmas-time trade-in promotion included an arrangement, which we negotiated nationally with the Salvation Army, to pick up used furniture nationally to use in their shelters or to sell in their thrift shops. Sklar Peppler customers received a discount off their purchase of new upholstery with their trade-in.
-SECRET SOFA SALE -- The scratch & save ticket becomes a valuable sales tool. Handed to every customer when she walks in the store, the scratch & save ticket makes her seek out Sklar Peppler's colorful hangtags as she shops. This promotion motivates customers to choose Sklar Peppler products over those made by the competition, because of the chance to win savings up to 50% off one's purchase.
-Secret Sofa ad
-Color circular
-Scratch & Save ticket
-Ad tips newsletter, which accompanies every promotion
NATIONAL ADVERTISING -- a national ad placed in national shelter magazines, to build brand recognition, to appeal to a younger market, and to build store traffic locally.
Results: In the four years since we implemented the program, sales from "independents" grew at a rate of up to 15% per year. That segment has nearly doubled in sales for the company!