Hitchcock Fine Home Furnishings Launches Marketing Campaign

Furniture World Magazine

Hitchcock Fine Home Furnishings announced that it has launched a new marketing campaign for its five-store Connecticut chain. For two years, Hitchcock has used an everyday low pricing approach called Factory Direct Pricing. Hitchcock has now re-focused its marketing efforts on brand building; non-sale advertising designed to stimulate the consumer's emotions and to solidify the quality of the Hitchcock brand. A new corporate logo and standards were established for printed communications by New Haven-based Mason & Madison, Inc. A new print campaign appearing in Connecticut Magazine, local newspapers and the New York Times was launched July 1999. Dan Kelly, merchandising and marketing manager of Hitchcock said, "The series of ads appearing throughout Connecticut is designed to tug at the heartstrings of consumers by featuring beautiful Hitchcock pieces and romancing one item in each ad. Since our clientele have always been a part of the Hitchcock family, our goal is to win customers for life." Combining the memories and uniqueness of Hitchcock consumers with the tradition and quality of Hitchcock furniture, the new campaign also features a regular customer newsletter. The newsletter contains articles on design tips, furniture care tips, new product introductions, hints for accessorizing the home and Hitchcock collection updates. Originally established in 1824 in Hithcocksville (now Riverton), Conn., Hitchcock's name is synonymous with quality in the furniture industry. Famously known for its stenciled chairs and cabinets, Hitchcock now also produces 18th Century and Shaker style designs in solid cherry. For more information on Hitchcock's furniture lines, visit their website at www.hitchcockchair.com.