Get Ready to Own the Third Quarter

AVB unveils summer promos, Labor Day exclusives 

By Alan Wolf, YSN 

Summer is a hot time for appliances and bedding, and AVB BrandSource is helping members win the season with sizzling offers and advertising to heat up their sales. 

The aggressive promotional campaign includes exclusive rebates, customer appreciation events and fully co-opable creative from GE, Whirlpool, LG and Serta, along with other matching vendor funds, to minimize members’ marketing costs. 

“Our vendor partners are showing up in an aggressive way for BrandSource this quarter with double the participation in Q3,” said As Rachna Nandini, vendor relations manager for AVB Marketing (AVBM). 

The first leg of the series kicks off July 21 with an AVBM Summer Savings exclusive for appliance and furniture members. Running through Aug. 10, the turnkey program offers additional branded creative for Electrolux, Frigidaire, Beko, Bosch and Samsung, plus a digital advertising package that includes Google Search, Facebook and Instagram in-feed video ads, as well as search promo extensions, shoppable landing pages and web banners for those on AVBM’s e-commerce platform. 

“With 80% of retail shoppers starting their buying journey online, being present with an omni-channel advertising campaign during these key promotional windows is critical for our members continued success,” said Chris Swift, AVBM’s director of digital strategy. 

Next up is a national Labor Day exclusive built around “Save Up to ….” messaging for appliance members and a zero-percent financing theme for furniture dealers. Running Aug. 25 through Sept. 14, the campaign features the same comprehensive digital advertising package found in the Summer Savings program. 

Members can also bundle the Summer Savings and Labor Day campaigns together to receive additional advertising dollars, while bedding dealers can wave the flag with a first-time mattress bundle offering advertising assets for Serta, Sealy, Beautyrest Black, Tempur-Pedic and Stearns & Foster across all critical marketing channels from July 21 through Sept. 14. 

As AVB’s merchandising VP Chad Evans explained, “These vendor bundle programs have never been more important than now. This past Memorial Day was very aggressive, and we anticipate that that is going to continue as we go through the remainder of this year. 

“These advertising bundles are like investing in a 401k,” he added. “We are going to match up to a certain percent, dollar for dollar, to help you keep your foot on the gas.” 

Members can sign up for the Q3 bundled programs here, but must do so before the July 1 deadline. 

BrandSource, a unit of YSN publisher AVB Inc., is a nationwide buying group for independent appliance, furniture, mattress and CE dealers.