WHAT’S KNOWN BETTER THAN WHAT’S NEW: Having a conversation about comfort with consumers is the marketing comfort zone

The cornucopia of new merchandise can’t overcome and cure the industry induced affliction of ignorant consumers.

Parading newness is an ineffective ingredient in the the rusty cans of moribund marketing polish. All that does is dull possibilities and put a sheen on sales prevention methods deemed to be brightest course of action.

Far too many furniture executives prefer the "proven" reliability, sanctity and safety of rear view mirror marketing techniques, as they speed into the future, driving aimlessly forward into the sales trough of past.

Such hellbent determination proves that the past doesn't work. So what, the guys keep driving a bus without real marketing wheels along a rough road, trying to pick up and transport consumers who are no longer hitchhiking.

This season’s market (trade show) mantra of new goods is so old it’s new again by the antiquity of a few months, make that, just minutes. Hope-based nostalgia is not a strategy no matter how good it feels.

No matter the venue, it’s the same old whine in old-new marketing bottles, whose spin is always the same:

If you always do what you've always done, you'll always get what you always got, and you'll always feel what you always felt.

All the virile furniture men keep dreaming about sacking the $hapely women consumers, whose figures on paper assure perpetual arousal without much satisfying results. Go figure.

Sure enough, those boys keep working hard on achieving their mercantile conquests. Too bad all those artificial deals and steals are not resonating with the savvy ladies, especially now when their real needs are top of mind and impractical wants are rightly suppressed. The women smell a rat in the advertising.

As long as manufacturers only want to sell to retailers, not much will occur. And, as long as retailers only want to sell, sell, sell, without properly informing, guiding and educating people, they will get what they’ve been getting, not much.

Look at most furniture marketing. It sucks . . . sucks the vita breathe out of body of reason that walks and talks with the life force of always living comfortably and better with furniture.

Good furniture lex is engaging consumers in a continuous, serious conversation about helping them achieve their needs delivered as practical dreams, wishes and aspirations . . . to live comfortably and better with furniture.

Shouting the same old marketing non sequiturs and hollow bromides of sale-sale-sale are the insulting equivalent of demeaning catcalls or rude whistles.

Making a continuous date with consumers. Talk to them passionately. Open their minds and expand their horizons with respectful home centric words and concepts that satisfy their insatiable need for comfortable living.

The most effective furnture marketing makes love not roar!

Comments

[chair hire]

Nicely stated, and by a man no less. Well done.