Natuzzi ad campaign generates 1,000 leads

High Point— Leather upholstery manufacturer Natuzzi's national print advertising campaign has garnered 1,000 leads in its first 10 weeks.

"We couldn't be happier with the results," said Steve Bailey, vice president of marketing and retail development for Natuzzi Americas.

With

the tag line, "It's how you live," the lifestyle ads began running in March issues of such shelter and fashion magazines as Better Homes & Gardens, Good Housekeeping, House Beautiful, InStyle and Oprah, all of which reach Natuzzi's target consumer.

The ads include a toll-free phone number tied to a fulfillment center in Greensboro, N.C. Callers receive an informational packet or are directed to the nearest retailer, based on their needs.

The ads, produced by J. Walter Thompson, depict four lifestyle scenes — a mother with a sleeping child, a man and woman in a family room, a husband and wife in an urban loft, and a mother and daughter greeting the father as he clutches flowers behind his back — and include contemporary, traditional or transitional Natuzzi seating. An ad featuring couples entertaining in a contemporary loft will run later this year.

Ad frequency will lessen over the summer then increase for the fall selling season, Bailey said, adding, "Down the road, we'll look at incorporating niche and regional magazines into the mix." He is studying publications serving Puerto Rico, which represents "a strong market for us."

In a second phase, Natuzzi will attempt to measure the number of people the ads drive to the corporate Web site. "It's a worldwide Web site," Bailey said, "so it's hard to tell which hits come specifically from the ads."

The print campaign is available to gallery dealers worldwide as part of Natuzzi's new retail ad package. No matter what the language, the tag line is always in English. "It's our international tag," Bailey said.

Natuzzi has budgeted $3 million to $5 million for promotional efforts in 2003, including the print ads.