American Home Furniture

OVERVIEW:

With seven decades serving the public and six locations, American Home Furniture of New Mexico was already a familiar name with many local residents. The chain was best known with consumers age 55 and over, and wanted to change focus to reaching women aged 18-49, conveying that it wasn't "just your grandmother's furniture store anymore." The retailer also eyed taking share from several competitors and expanding its reach into new neighborhoods where other furniture stores were going out of business.

STRATEGY:

American Home Furniture used Comcast Spotlight's geographic segmentation capabilities to reach its audience with TV and digital video advertising. The retailer's media strategy also incorporated Comcast Spotlight's I+ platform, bringing its television advertising to local DIRECTV customers. Looking to reach as many women as possible, American Home Furniture aired TV advertising on a broad cross-section of TV networks, including A&E, Bravo, Discovery, E!, ESPN/ESPN2, History, TBS, TNT and USA. Digital advertising incorporated both efficient static and in-banner video advertising on sites like Xfinity.com, FOXNews.com and FOXBusiness.com, as well as in-stream, pre-roll video advertising within digital video content.

SUCCESS:

American Home Furniture surpassed its goals, with a year-to-year sales increase of approximately 15%, as overall traffic increased. The retailer’s digital advertising with Comcast Spotlight consistently ranks as one of its top sources for referrals.

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