Good Guys Ad Campaign Gets Back to Basics, Signals Aggressive Approach
To Building a New Brand
SAN FRANCISCO, Nov. 5 /PRNewswire/ -- Covet your neighbor's HDTV? Jealous
of your brother's Palm Pilot VII(TM)? Green over your friend's new Alpine car
audio system? Don't worry -- Good Guys is here to help.
Good Guys (Nasdaq: GGUY), a leading specialty retailer of consumer
entertainment electronics, today launched a multi-million-dollar advertising
and branding campaign aimed at helping its West Coast customers battle
"electronic envy." The condition, most common in males between the ages of 30-
50, makes electronics an essential part of daily life and requires unlimited
access to the latest and greatest in technology.
"Anyone who enjoys entertainment electronics knows there is the thrill of
the hunt, the adrenaline rush that comes with finding and buying the newest,
the best, the top-of-the-line in entertainment electronics," said Ronald A.
Unkefer, founder, chairman and CEO, Good Guys. "Our goal is to use an
aggressive integrated marketing approach to reach out to those customers whose
thirst for electronics can only be quenched by a specialty store dedicated to
offering the most distinctive selection of consumer entertainment
electronics."
Developed by the San Francisco-based advertising agency Citron Haligman
Bedecarre, the campaign will include print, radio and television advertising
and feature a new logo and a new approach to selling entertainment
electronics. In addition, Good Guys will launch a series of direct mail
initiatives and update the signage at the company's 79 West Coast stores to
reflect the company's new look.
"It Doesn't Get Any Gooder"
Featuring the tagline "It doesn't get any gooder," the print ads
acknowledge that the basic needs, according to Good Guys' product-centric
customers, are "Food. Clothing. Shelter. Electronics." Keeping within the
campaign's "obsession for electronics" theme, the copy goes on to say
"Electronics, such as they are, make the rockin' world go round. You know it.
We know it. And that's why we're going to get along just fine." The products
featured in the ads reflect the Good Guys' focus on high-end consumer
entertainment electronics and are displayed in a simple, easy to read and
compare format. Print ads will begin appearing today in 11 markets, including
Los Angeles, San Francisco, Sacramento, San Diego, Bakersfield, Fresno, Reno,
Las Vegas, Seattle, Portland and Eugene.
"Just like the products we offer, our new ad campaign caters to the early
adopters and product-savvy consumers that dominate the West Coast," said
Jon Wylie, vice president of advertising, Good Guys. "This campaign, coupled
with the many product initiatives we already have under way, is designed to
articulate a compelling and differentiated position and support our efforts to
super-serve this important, profitable market niche."
Feeding the Obsession
An extensive television and radio campaign will begin mid-November and run
through the end of December. The television and radio ads play off men's
"electronic envy" of their friends and obsession with having the latest
digital and electronic "toys." The radio ads focus specifically on mobile
electronics, targeting a younger demographic who are often willing to invest
more in a car stereo system than the car itself.
"Research conducted for this program revealed that our consumers don't
just enjoy consumer electronics ... they are passionate about them," said
Wylie. "They want a place they can escape to, to spend time browsing and
testing and discussing the finer points of each product with people who share
that same enthusiasm. And that is exactly what Good Guys offers."
Good Guys is a leading specialty retailer of consumer entertainment
electronics, operating a total of 79 stores in California, Washington, Oregon
and Nevada, and marketing a broad range of high quality, name brand products.
For more information on Good Guys, including news releases, product
information and store locations, visit http://www.thegoodguys.com.
SOURCE Good Guys
 back to top
Related links:
http://www.thegoodguys.com
Company News On-Call:
http://www.prnewswire.com/comp/108403.html or fax,
800-758-5804, ext. 108403
CONTACT:
Kristen Malacarne of Good Guys, 214-665-1335,
or pager, 888-613-2159
|
