Posts Tagged ‘retail’

Red Fox Media – A New Commercial for Posh Birmingham

Wednesday, June 30th, 2010 is a website that features incentives from the finest retailers and restaurants in the Birmingham area. The website should launch in the next week, but to help raise awareness and drive traffic to the site, we were hired to produce a series of commercials. We created four commercials for Posh Birmingham – two :30 spots, one :15 spot, and one :05 spot. Some spots focus on the retailers, while others focus on the restaurants. The :30 spot posted below is one advertising some of the retailers you can find on

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Extreme Retail Makeover

Thursday, May 28th, 2009
Keith Krininger (left) received an extreme retail makeover

Keith Krininger (left) received an extreme retail makeover

I was browsing through a back-issue of the Birmingham Business Journal and came across the following article by Lauren Cooper about a local business owner who saw his sales improve from a complete store makeover, including logo design, displays, advertising, and marketing. Many people like using the economy as an excuse to slash marketing and advertising budgets, but this particular case study demonstrates the value of good, solid marketing efforts.

Local businessman Keith Krininger said last week was a whirlwind at a few of his local Bedzzz Express stores.

With a film crew documenting every moment, representatives from mattress component manufacturer Leggett & Platt Inc. conducted an “Extreme Retail Makeover” of four of his eight stores – modeled after the television show Extreme Home Makeover.

Krininger was chosen from hundreds of mattress retailers across the country to be the Fortune 500 company’s test case in proving the industry can profit from touting the health benefits of sleep, said Mark Quinn, Leggett & Platt’s executive vice president of bedding sales and marketing .

Four of Krininger’s stores underwent a visual, marketing and process makeover, including logos, displays and advertising, to improve traffic and profitability.

And one week after its implementation, Krininger said he can tell a difference.

“Customers are responding to it,” he said. “Right off the bat, we’re selling the sheets (now offered), which I was skeptical about that.”

Sales of bed frames have noticeably changed as well, he said.

“We used to have just one, but now we have three choices and – amazing enough – if you give (the customer) the choice they’ll say ‘I don’t want the cheaper one, I want the one in the middle or the higher.”

And one of the most important shifts was in his 31 employees and sales associates, he said. The experience was exciting and invigorating for them and has expanded their thinking to new levels, he said.

Leggett & Platt’s Quinn said a lot of the credit goes to Krininger, who agreed to have his business totally up-ended.

“He’s been in business for 15 years and has been successful,” said Quinn. “But it’s a different time. If you are not willing to expand your comfort zone now, then you’re not going to do it.”

The makeover at Bedzzz Express is a great example of bringing new life to an old business plan, said Betsy Holloway, associate professor of marketing at Samford University’s Brock School of Business.

By differentiating himself and educating customers on the benefits of sleep, he’ll have a competitive advantage relative to other bedding retailers, she said.

“Before it was just the product, but now it’s the presentation, product promotion and personnel to articulate the benefit,” said Holloway. “He’s offering more value, which allows him to charge higher prices and create a higher volume. Sounds like a recipe for success.”

Krininger said his next step will be to implement the makeover in his remaining Bedzzz Express stores and to offer it to his nine licensed Bedzzz Express’ outside of Birmingham.

With that done and the national recognition within the industry he’ll get from the makeover, he’ll be able to concentrate on growing his license business beyond the state’s borders, he said.

Leggett & Platt’s Quinn said the video from the Extreme Retail Makeover will be shown at a large industry conference this spring, a Web site will be dedicated to the makeover and certain components will be offered to others in the industry.

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