La-Z-Boy Premieres Blockbuster Promotion

Furniture World Magazine

La-Z-Boy dealers are preparing for a blockbuster summer. The world's leading producer of reclining chairs and Blockbuster, the largest movie rental chain in the nation, are teaming up for a smash hit promotion that will send four consumers to "Sit With the Stars" at the 2001 Blockbuster Entertainment Awards. "'Sit With the Stars' is a surefire traffic generating promotion," said Kevin R. Wixted, director of marketing for La-Z-Boy. "It builds on the success of our previous promotions by pairing two strong consumer brands with great consumer prizes and proven advertising and point-of-sale materials. The result is a program designed to bring more customers into our dealers' stores than ever before." The promotion kicks off on June 5 with a two-week national cable television flight including spots on A&E, TV Land, Food Network, Nick At Night, HGTV, Lifetime and Martha Stewart Living. The following Sunday, full-page advertisements featuring instant-match-and-win cards will appear in the June 11 issues of Parade and USA Weekend magazines. Consumers can match the number on the card to the number displayed at their local La-Z-Boy store to win one of 1,000 genuine La-Z-Boy recliners valued at $699. When consumers visit the store, they also can enter to win a roomful of La-Z-Boy furniture, including a Zenith TV/VCR set, $100 Blockbuster gift certificates or the grand prize – an all-expense paid trip for two to the 2001 Blockbuster Entertainment Awards show in Hollywood. On June 20, a 30-second "Sit With the Stars" spot will run during the "Annual Blockbuster Entertainment Awards" on the FOX Television Network. The same spot also will run in the more than 4,200 Blockbuster stores nationwide from May 22 – June 18. Scheduled to run every 15 minutes, these in-store commercials alone will be seen by more than 40 million Blockbuster customers. A complete point-of-sale kit containing an Instant Win stand, ceiling danglers, window posters, product hang tags and table easels has been developed to help dealers maximize this promotion in their stores. There also is a special 800 number that will direct consumers to their nearest participating dealer. Additionally, each participating dealer will receive 50 free Blockbuster Favorites movie rental coupons to distribute to shoppers when they stop in to purchase or test sit a genuine La-Z-Boy recliner. "This promotion is supported by one of the most comprehensive national advertising and local dealer marketing packages we've ever developed," said Wixted. "We recognize the importance of providing our dealers with the support and tools they need to maximize the potential of this kind of program. Getting customers to the stores is not enough. Once they're there, we want to be sure our dealers can meet and exceed their expectations – by providing a great La-Z-Boy product experience. Consumers aren't the only ones who can win with this promotion. La-Z-Boy plans to present two lucky dealers with all-expenses-paid trips to the taping of this year's Blockbuster Entertainment Awards. Winners will be selected through a random drawing of eligible dealers conducted during the International Home Furnishings Market in High Point, N.C. Headquartered in Monroe, Mich., La-Z-Boy is one of the nation's largest manufacturer of upholstered furniture and the world's leading producer of reclining chairs.