HD helps consumers see value of window coverings

Staff -- Home Textiles Today, 7/23/2001 12:00:00 AM

UPPER SADDLE RIVER, NJ —

Hunter Douglas Window Fashions' latest venture isn't a new style in hard window coverings but rather a new way to promote its product offering.

The hard window coverings manufacturer, based here, and Meredith Integrated Marketing, announced the launch of a new consumer marketing communications program aimed at consumers.

"This synchronized communications program showcases the value of providing relevant content and actionable ideas to target consumers," said Jim Mathews, vp, marketing for Hunter Douglas.

The program will launch in August and will kick off with a 144-page book and 24-page magazine and will include a three-month holiday promotion. The purpose of the program will be to provide consumers with the latest looks and fashions for the window in an effort to spur pre-holiday window covering sales.

"Beautiful Windows — Stylish Solutions from Hunter Douglas" and Gatherings: Your Holiday Planning Guide are both being published by the New York-based Meredith, a media and marketing company which focuses on magazine and book publishing, television broadcasting, integrated marketing and interactive media. "Beautiful Windows," a softcover book, will feature interior residential photography, captions, information boxes and text to help consumers manage light effectively and meet the various window design fashion challenges they might encounter at home. A foreword, as well as design tips from interior designer T. Keller Donovan, will also be part of the book, that will be sold through book retailers at a $19.95 retail price point or through Hunter Douglas.

Gatherings, the 24-page magazine, will showcase Hunter Douglas window coverings and will be the centerpiece to the company's four-month-long holiday promotion. Included in the magazine, which will be offered to consumers through retailers for free for the length of the August to November promotion, will be planning, product and shopping guides. Also part of the holiday promotion will be a direct mailing to 250,000 consumers.

"The program also demonstrates the value of integrating marketing efforts, including retail marketing and promotion, direct-to-consumer promotion and public relations activities," said Matt Peterson, executive director of Meredith Integrated Marketing. "We are thrilled to partner with Hunter Douglas in this unique program designed to help Hunter Douglas develop closer relationships with its high-end design customers and build valuable brand equity."