Includes co-op approved digital advertising backed by top brands
By Alan Wolf, YSN
That the Independence Day period is one of the most critical holiday windows for appliance and bedding retail has hardly been lost on AVB.
This July 4th, BrandSource members will be privy to a power packed “Buy More, Save More” sales event featuring exclusive rebates that consumers won’tfind at the box stores. What’s more, the traffic-driving promotion will be supported by a turnkey advertising and marketing campaign that precisely targets customers across multiple digital platforms.
Developed in-house by AVB Marketing (AVBM) and running June 22 through July 13, the campaign will feature fully co-oppable messaging that’s supported by GE, LG, Whirlpool and Serta. Other elements include matching marketing dollars; special zero-percent financing; general appliance and mattress creative; Facebook and Instagram search ads and promotion extensions; and Google business listings and Search campaigns.
The vendor-supported effort, which also features website banners and fully-shoppable landing pages on the Alta e-commerce platform, is critical to countering the box stores and winning the holiday period, both online and in-store, AVB said.
Caleb Ferguson, Director of Marketing Products at AVBM, lays it all out in this video featuring Chad Evans, Vice President of Merchandising:
“The big-box stores are going to be ultra-aggressive,” Evans cautioned in the clip. “With July 4th right around the corner, it’s time now to own it, double down, and make sure that you’re advertising the way you need to, so you can drive those consumers into your store and their eyeballs to your website.”
Chris Swift, AVBM’s Director of Digital Strategy, concurred. “Being present during this critical promotional period isn’t a yes or no question,” he said. “With this exclusive, turnkey advertising campaign, your business will be present on the largest, most influential platforms at the moment of consumer buying decisions.”
Based on Google’s outlook, BrandSource is well positioned in the marketplace thanks to its home-goods focus and multi-channel strengths. “Through 2022, we anticipate consumers will continue to lean heavily into the importance of their home, whether via moving or renovating their existing spaces,” said Michael Deane, an Agency Development Manager at Google. “Additionally, consumer expectations will continue to increase around the ease of omni-channel shopping experiences. Google Premier Partners, like AVB Marketing, will be essential in helping retailers meet these demands.”
Of course, manufacturers are essential to AVB’s holiday plans. As AVBM’s Vendor Relations Manager Rachan Nandini said, “Our vendor partners are excited to kick off the ‘Buy More, Save More’ July 4th event with this fantastic co-marketing opportunity.”
BrandSource members must sign up for the program no later than June 3 to participate. To learn more about the bonus event or to get on board, contact AVBM’s Ferguson, call your account executive, or click on this link.
BrandSource, a unit of YSN publisher AVB Inc., is a nationwide buying group for independent appliance, mattress, furniture and CE dealers.