You might recall that I recently dissed American Furniture Warehouse for beginning to use their initials instead of their name in their promotions.

Well I got a call from the marketing manager at American Furniture Warehouse (They'll always be the long name to me) the other day. He just wanted to tell me that the risk they took - and they realized it to be a risk - has paid off in increased sales.

I can't argue with success. But as I told him, I think its the exception that proves the rule.

Now I can see how American Furniture Warehouse may have become "your parent's furniture store" what with young people having been dragged to and through the warehouse as a kid. But there's still equity and loyalty to the old brand, even among young marrieds who are just starting the home furnishing adventure.

Here's what I would have recommended: In each American Furniture Warehouse store, a new sub-branded area be set aside for the more adventurous. Perhaps create an IKEA-like boutique for the younger generation. This sub-brand would have its own marketing program, perhaps using some of the more guerilla-like tactics on today's internet-savvy market members.

Anyway, American Furniture Warehouse has taken a risk which seems to be paying off, at least in the short run. And they wanted me to know, which does indeed speak to the power of blogging.

Martin Jelsema
303-242-5975

www.signaturestrategies.com

Martin Jelsema

www.signaturestrategies.com