Sauder Wins Prestigious Effie Award

Furniture World Magazine

Sauder Woodworking's "No More Makeshifting" campaign was honored with the notable Silver EFFIE Award for advertising effectiveness in the household furnishings and appliances category, competing against some of the industry's top brands. The award was presented at the 33" annual EFFIE Awards Show sponsored by the New York American Marketing Association. The award-winning "No More Makeshifting" advertising campaign debuted last year and included national consumer print advertising as well as the company's premiere into television advertising. Based on ethnographic research that found many consumers place their expensive computer systems on inadequate furniture, the campaign's goal was to expand the brand's leadership and sales in the category by effectively influencing traditional make-shifters to purchase Sauder computer furniture. "This campaign helped build Sauder's reputation as a solution provider and helped successfully grab the attention of a large consumer base -- computer users," said John Yoder, vice president of sales and marketing for Sauder. "We're pleased that our efforts have been recognized by the public and throughout the industry. " Sauder's campaign helped increase sales in home computer furniture for the first quarter of 2000 and led to a substantial increase in Web site traffic and customer service phone inquiries. Chicago-based Cramer/Krasselt, the agency of record for Sauder, developed the campaign. Established in 1963, the EFFIE Awards are the only national awards that honor advertising effectiveness: advertising that meets or exceeds stated, measurable objectives. Each year, hundreds of senior advertising and marketing executives review submissions within 46 categories and judge campaigns based on the highest scores within each category. Headquartered in Archbold, Ohio, Sauder Woodworking is North America's leading manufacturer of ready-to-assemble furniture and the nation's seventh largest residential furniture maker. Company subsidiaries include Progressive Furniture, Sauder Manufacturing Company and Archbold Container. For more information on Sauder, visit their Web site at www.sauder.com.