Throwback Thursday: HomeClub thinks again
From 1989, an effort to promote the variety and convenience of a 100,000-sq.-ft. model.
The Feb. 27, 1989 issue of National Home Center News, the forerunner of HBSDealer, featured an article under the headline “HomeClub rethinks marketing strategy.”
The article leads off with: “HomeClub plans to emphasize the “Variety and convenience” of its 100,000 square-foot warehouse outlets in a new advertising campaign to be developed by Los Angeles-based ad agency Davis, Ball & Colombatto.”
Interesting twist — the com[any’s previous ad agency was Admarketing, resigned the account in order to take on a $25 million national account from a competing home center — The Home Depot.
For HomeClub, based in Fullerton, Calif., the adjustment encouraged a review of the company’s advertising message. The article explains: “HomeClub president Sean Lee said the 47-unit membership warehouse chain will no longer focus on having everyday low prices because that is no longer unique to home improvement merchandising. The new agency will create a “multidimensional advertising plan with a wider scope than its previous campaign.”
HBSDealer’s Throwback Thursday is sponsored by Schaffer Associates, a national management consulting firm specializing in executive search and organizational strategies for the hardware, home improvement, building materials, and consumer products industries. As the premier management consulting firm serving the industry, we help build organizations and leadership teams that foster corporate growth and success well into the future. Contact SchafferAssociates.com.
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