AHF is the leading regional furniture and carpet retailer in the UK, the 6th biggest furniture retailer in the UK, and also the 3rd biggest importer of furniture in the country. It has an established base in the East of England where it has traded for over 30 years. After a competitive pitch, against a number of well-known London and International Marketing Agencies, Outsmart won the account for their 2011 Winter Sale. Since then Outsmart have worked closely with AHF on a number of campaigns.
Activity for this sale included event branding, media planning and buying, an extensive press campaign, the production of in store point of sale materials in all 19 stores, radio production for over 50 ads, brochure design, print and distribution of over 1 million items, direct mail, e-mail and online banner and even advertising on 200 bus sides across the UK.
“Putting such a wide ranging and extensive campaign together was a logistical challenge, but one we were equal to. Winning the pitch really was a watershed event for the business, and we look forward to making a real impact on AHF’s business through effective marketing strategies, memorable creative and cost-effective media buying.” Andy Taylor, Outsmart Managing Director.
The two week campaign included a mix of eye catching in store point of sale material, with the call to action ‘Take a look at us now’ across all 19 stores. Over 30 full page press ads and a 11 day regional radio advertising campaign using Steam’s memorable ‘Na Na Hey Hey Kiss Him Goodbye’ song to demonstrate that the brand has said ‘goodbye’ to delivery charges.
The media strategy of whom and how to target was developed by Outsmart and Boutique Media Communications which was mapped out against AHF’s UK-wide estate of out of town retail parks and department store concessions.
“Easter is a really important weekend for the retail industry, and a time when many people turn their attentions to home improvements. Therefore, the campaign had to create real standout and the radio ad especially is really fun, upbeat and catchy which helped differentiate AHF from the competition.” Andy Taylor, Managing Director of Outsmart.
In a very competitive market for home and furniture, AHF always strives to grow their customer loyalty. As part of the customer retention strategy, Outsmart launched the Members Club in November of 2012. The launch of the loyalty scheme across AHF’s retail estate included the creative concept of the members club as well as managing the logistics, digital design and build, direct marketing and print production.
Going forward Outsmart is working with AHF driving sales and customer engagement with monthly communication to all members. This monthly communication positions AHF as the ‘go to’ for all home furnishing needs and offers unique events special deals and promotions to all AHF members.
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Visit the website at www.AHF.co.uk