Advertising and promotion plays a key role in establishing appliance brands and there are more opportunities than ever to stand out. As well as utilising all the traditional forms of advertising, some of the best known appliance manufacturers are promoting their brands and appliances in truly innovative and exciting ways – a few examples of which have made the news recently.

As the headline of this post suggests, sponsorship is one option that appliance and home electronic brands have been keen to exploit.

As one of the fastest growing home appliance brands in the UK, Beko has been quick to get involved and will soon be an official sponsor of the FA cup. They will begin sponsoring the prestigious football tournament at the end of the 2013-14 season. In securing this deal Beko will gain a range of image rights, advertising and promotional activities linked to the competition.

Another brand utilising the sponsorship channel, although through a different medium, is Kenwood. The brand famous for the Kenwood Chef, has recently announced a deal to sponsor Channel 4 show: Sunday Brunch. This will see the manufacturer sponsor the cookery/entertainment show presented by Tim Lovejoy for 6 months and will give them exposure to an average weekly TV audience of 1.6million.

LG have integrated sponsorship into their promotional mix by combined product innovation with their role as official Garment Care Supplier to London Fashion Week. They have produced a limited edition version of their 6 Motion washing machine featuring the distinctive print of British fashion designer Giles Deacon.

Appliance brands are also keen to use digital channels in conjunction with traditional media to launch and support their ranges. Leisure is just one example of a brand using integrated marketing to promote their new Colours collection. The campaign will include digital advertising on lifestyle, homes and cookery websites.

Celebrity endorsement is also being utilised by some manufacturers to support their campaigns and products. A few examples of this type of promotion include polish manufacturer; Amica’s recruitment of Wimbledon finalist Agnieszka Radwanska or more commonly, link ups with celebrity chefs such as Jamie Oliver lending his name to a Tefal pressure cooker and James Martin teaming up with Wahl for his food preparation range.

With so much variety in the advertising and promotion of home appliances, matched by the innovation of the products available, the marketplace is more vibrant then ever.

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