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Millennium Marketing Survey

by John J. Lichty

In the past decade we've all experienced major changes in industries, technologies and our varied businesses. We've had to adapt to myriad media and communication methods. Economists and scientists forecast more transformations ahead in the 21st century. No one can tell how far-reaching these changes will be. But we can be certain that marketing, planning and preparation will be involved and difficult as always. This and later surveys to be published in Draperies & Window Coverings may help you plan more knowingly. We'll start with advertising, one of your marketing basics. Background Perspective D&WC's first national survey of advertising by window coverings retailers, conducted some years ago, revealed that on the average, those responding noted budgets of two to five percent of gross sales for advertising and promotions. Most of those percentages (82 percent) went to daily newspaper, weekly shoppers and direct mail advertising. A majority of retailers designed their own ads with help from media reps; also by using advertising slicks from this magazine and product suppliers. Their ads featured mostly sales items. A smaller percentage showed window fashions and illustrations, using photographs or drawings (and price discounts also). Ads were repeated from two to four times. Almost half used co-op moneys from suppliers, when available. In a follow-up marketing study, some differing trends were reported. Most home fashions retailers still budgeted two to five percent of gross sales, but the number spending from six to 10 percent or more increased from 29 percent to 42 percent. Ads in daily newspapers and weeklies decreased while direct mail was up. Radio and television commercial spots were reported by 25 and 16 percent respectively. Other national percentages remained fairly constant with those of the 1985 survey. Advertising Survey Window Coverings Retailing DWC is no longer receiving submissions for this survey. Thank you for your interest. See the Results.