Canadian furniture makers unite under new marketing campaign
September 22, 2010 | Eve Lazarus | Comments
More than 100 furniture manufacturers across Canada are now marketing themselves under the “Quality Canadian Furniture” banner with a $1.2 million marketing campaign in the hope that the desire to buy local will extend to home furnishings.
The “Quality Canadian Furniture” label, a new website and an ad campaign with the slogan “Don’t let just anyone into your home,” launched Monday.
“Consumers want to know who they are doing business with,” said Jean Francois Michaud, president and CEO of the Quebec Furniture Manufacturers Association (QFMA), in a release. “The majority of the population consults the Internet before going into a store to make a purchase.”
Quebec agencies Egzakt and Uranium Interactive developed the website, while Made in Media produced the creative for the campaign.
Spearheaded by the QFMA, the campaign includes billboards in major cities, print ads in furniture trade magazines and public relations.
Locally made goods will also be clearly marked by banners and stickers in retail outlets, said Terry Clark, president of Acme Furniture in Winnipeg and president of Furniture West, the association of furniture manufacturers for Western Canada.
“We understand that consumers are becoming more and more conscious about country of origin in a lot of consumer products they purchase, but particularly furniture,” said Clark.
Research by the QFMA showed that female consumers influence up to 94% of decisions regarding home furniture, and the website provides information on the latest trends, decorating ideas and solutions for furniture upkeep, as well as the advantages of buying local furniture.