Success Story: Decor Show Raises Revenue

Oct 6, 2003  •  Post A Comment

The Sept. 27 appearance by Joan Kohn, associate producer and host of HGTV’s “Kitchen Design” and “Bed & Bath Design,” at Phoenix’s Fall Beautiful Home & Landscape Show was a revenue generator for the local arm of Cox Communications.
A consignment shop, a shutter company and DuPont Flooring were among the advertisers that bought packages, which included airtime and signage at the show.
“[The promotion] was a perfect match in terms of the audience-the attendees at the event and the spot TV,” said Derk Chamberlin, managing partner for Gerard Alexander Advertising in Tempe, Ariz., which represents Sunburst Shutters.
Sunburst bought 250 spots across HGTV-related programming. “We are targeting women 25 to 54. What better way to do it than with the home show and HGTV?” Mr. Chamberlin said.
“We look forward to bringing promotions that fit with our sponsors’ products and goals,” said Andrea Katsenas, director of Media Relations for Cox, Phoenix.
Terri’s Consign & Design Furnishings, also based in Tempe, saw a perfect fit for its targeted customers. “Because … `Trading Spaces’ and room makeovers are so big right now, we thought participation in the promotion would increase traffic,” said Marcus Curtis, president of the consignment shop.
The Terri’s package included a home makeover for a lucky viewer. Terri’s will provide the home furnishings and aid Ms. Kohn in a design consultation.
The Phoenix market has 60 percent cable penetration, and overall TV revenues are expected to grow from $400.7 million in 2003 to $428.8 million in 2004, according to BIA Financial Network.