LANCASTER, PA.—Advertising is an important cornerstone to many a successful company and, over the years and generations, few in the industry have been as committed to driving consumers to retailers through print and TV ads than Armstrong. This approach has remained true throughout the recession and research points to its success. As such, the company announced it is expanding its investment with new ads for its wood and laminate products.
Kent Clauson, general manager of marketing, said retailers bank on Armstrong’s advertising to help increase sales, and “no one is doing more to generate store traffic. We’re committed to growing with our retail partners. That’s why we continually invest in the Armstrong brand, so consumers have it in mind as the brand they trust.”
The strategy works Clauson said because several times a year, Armstrong commissions independent research to monitor its advertising impact and brand power. “Research shows Armstrong continues to be the brand consumers know best and associate with quality. We’ve got the best flooring, and our ads make that clear while driving sales for retailers.”
“We’re concentrating our TV campaign entirely on wood,” Clauson said, “since it is exclusive to the independent retail channel.” TV ads center around the theme, “Armstrong genuine hardwood floors, tested to withstand the unexpected.” The 15-second spots feature different humorous life tests to highlight the beauty and durability of Armstrong hardwood floors.
The commercials will run on TLC, Food Network, DIY, Style, A&E, “The Ellen DeGeneres Show,” “Extra” and “Martha Stewart.” Also, for the first time, ads will air on ABC during its popular Sunday night programming favored by women, “Desperate Housewives” and “Brothers and Sisters.”
Meanwhile, the print ads continue with the celebrity look-a-like campaign, “Armstrong Laminate, It Only Looks Like The Real Thing.” Four new ads feature professional look-a-likes of well-known celebrities Bruce Lee, Janis Joplin, Sammy Davis Jr. and Lassie.
The new print campaign kicked off this month in the most popular home improvement and shelter magazines and will run throughout 2010. The ads direct consumers to Armstrong’s website, armstrong.com, where they can click on the dealer locater link to find an Armstrong retailer near them. TV ads can also be viewed on the site.