A North Carolina-based furniture retailer wanted to do a clearance sale, while maintaining a cultured image.

Gibbons | Peck:

• Avoided “buy today don’t delay” language, in favor of “don’t miss this one time opportunity to beautify your home” language.
• Produced original music and selected a voice talent known nationally for work on the series, “American Castles.”
• Created a radio spot and a television commercial using dramatic stills provided by furniture manufacturers.
• Provided a clear deadline for customers to act.

Results: In the subsequent three months, E.F. Merrell Company enjoyed record sales – significant since high-end furniture typically has a 90-day sell cycle.