Stein Mart launches first TV ad campaign today

By Staff -- Home Textiles Today, 10/29/2003 12:00:00 AM

Jacksonville, FL — Stein Mart today launches its first national television advertising campaign centered on a new tag line, "Once you go, you get it."

Airing on network and cable TV channels, including HGTV, Food Network, Style, Lifetime and A&E, the campaign features real Stein Mart shoppers and also includes print and radio advertisements, direct mail and in-store signs. The campaign represents a new direction for Stein Mart's advertising, which has traditionally focused on newspaper insertions and display advertising.

"Research shows that the most popular way for women to learn about new products is from friends. By inviting real Stein Mart customers to share their stories on-air, we can extend that camaraderie into the homes of women who have not shopped with us, and invite them to participate in our unique shopping experience," said Michael D. Fisher, president and ceo.

The national campaign follows a pilot effort that took place this past summer in six markets — San Antonio, Tucson, Austin, Phoenix, Tampa and Atlanta.