Jordan’s Furniture Hit's Homerun With Red Sox-Based Promotion

Furniture World Magazine

Case Study. Objective: Jordan’s Furniture is one of New England’s premier furniture retailers with locations in Reading, Avon, and Natick, Massachusetts, and Nashua, New Hampshire. Over the years, the Jordan’s brand has become synonymous with fine furniture in the Northeast. In early 2007, Fenway Sports Group was asked to develop an innovative sports marketing solution that would increase store traffic and drive sales during the critical spring selling season. Strategy: FSG helped identify an opportunity to utilize the strength of Red Sox Nation as a means of driving sales in Jordan’s Furniture locations. FSG assisted Jordan’s in securing extensive promotional and sponsorship benefits at Fenway Park as the Official Furniture Store of the Boston Red Sox. FSG also collaborated with NESN as well as Major League Baseball Advanced Media to deliver a fully integrated solution which included television, in-stadium advertisements, promotional rights and online marketing elements. In addition to assisting Jordan’s in securing the promotional and media elements, FSG helped facilitate a groundbreaking promotion that promised customers who bought a mattress, dining table, sofa, or bed at any store location between March 7 and April 15, 2007 a full rebate of the purchase price paid, if the Boston Red Sox won the 2007 World Series. “The ‘Monster Deal’ promotion was phenomenal; it exceeded expectations and drove more traffic into our stores over a one week period than there are seats in Fenway!” said Greg Jones, Director of Marketing and Advertising at Jordan’s. “The promotion created huge industry buzz; it drove an incredible amount of traffic to our stores and most importantly galvanized a strong association between two of New England’s premier brands.” “Our approach is to strategically guide our clients through all aspects of a marketing program -- from the idea to the execution and evaluation -- so they can achieve their targeted business objectives,” said Brian Oates, Director of Sales for FSG. “We were thrilled to work with a great partner like Jordan’s Furniture, and it was satisfying to provide them access to powerful marketing assets, like the Boston Red Sox and Fenway Park. Most importantly, we were glad to help our client connect with its target audience and to drive sales.” Results: The sports marketing campaign and in-store promotion was viewed as one of the company’s most successful promotions ever. The program resulted in double-digit growth in year-over-year store performance. “Working with FSG has allowed us to generate one of the largest sales weekends in the history of our company,” added Jones. “FSG helped us create a winning promotion for Red Sox Nation fans and we are excited to have kicked off a long-lasting partnership with FSG and the Red Sox.”