The Kitchen Bathroom Bedroom Specialists Association (KBSA) is urging members to continue with the same level of advertising through the credit crunch in order to survive, and has introduced a number of measures to help its members do this.
The KBSA understands that consumer confidence is extremely low and every retailer needs to plan and manage their business effectively during these tough times. Key consumer messages - the ones which differentiate from other similar businesses, need to be promoted in every way possible because those consumers who are willing to spend money, are spending it wisely.
The most important message that KBSA members should be pushing in their current advertising campaigns is financial protection, giving consumers the reassurance that their money is safe - this, along with the excellence in design, planning and customer service that KBSA members pride themselves on!
The KBSA is committed to doing everything possible to provide support to its members, along with practical solutions during such an unsettling time. The association has therefore recently introduced a set of generic adverts and posters which members can use free of charge in their showrooms and in their current advertising campaigns, that push the very strong message of consumer protection.
The KBSA has developed kitchen, bathroom and bedroom posters and adverts which use the strapline ‘Relax, it's covered through KBSA' and which list the benefits of using a KBSA retailer - professional installation, outstanding design and customer service, quality products and appliances, financial security and TrustMark accreditation.
Graham Ball, CEO of the KBSA comments: "With a tough year ahead on the High Street, KBSA members are naturally looking hard at their businesses and whilst cutting costs is a priority, so is ensuring that those customers who are willing to spend, know what you offer, where you are, and what protection you offer."
The KBSA has also introduced a new members' service that should save them money on advertising. Through a link up with media buying agency Headspace, members can now save up to 40% off typical advertising rates when placing ads in any newspapers, magazines, or even radio and TV.
For further information, please go to the KBSA website at www.kbsa.org.uk
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