Bruce Hardwood Floors has invested in excess of a six-figure sum in a high profile integrated marketing campaign to be rolled out over the next six months.
As well as boosting brand recognition with consumers, the company hopes to generate sales for its UK retailer network.
The adverts are aimed at reaching the ABC 1 style-conscious consumer and will be run in titles including The Telegraph Magazine, The Mail on Sunday Night & Day, The Radio Times, BBC Good Homes, Country Living and Ideal Home.
The campaign also includes a new brochure, POS display stand and showroom stickers.
Andy Sutton, national flooring manager at International Decorative Surfaces (IDS), the exclusive UK distributor for Bruce Hardwoods, said: “In recent years Bruce has concentrated investment in product development and quality. The focus is now very much on heightening the profile of the brand, building consumer awareness and generating sales opportunities for our retailer network.
“This campaign represents a very susbstantial spend and we are confident it will have a positive effect for our dealer network.”
Retailers can sign up to the Master Showcase Dealer programme through IDS up until December 31. This, said Mr Sutton, cost £149.95 per year, for which retailers received new POS material, priority access to new sample boards as new products were introduced, free sales brochures, and the enquiries for their geographical area that were generated by Bruce’s ad campaign.
The retailers are also promoted on Bruce’s website and receive a 5% rebate scheme.
