Bob's Discount Furniture
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[Bob's Discount Furniture] is a regional chain of furniture stores that began in New England, United States. As of 2005, Bob's operates 21 stores and several distribution centers employing a total of more than 1300 people. Stores are located in Connecticut, Massachusetts, Maine, New Hampshire, and New Jersey near major highways. Delivery is available to some areas of surrounding states, including Vermont, Pennsylvania and New York.
The company was founded in 1991, and has grown rapidly into the 33rd largest furniture retailer in the United States as of 2005.
Bob Kaufman, President, and Cathy Poulin, Public Relations Director, supply their own quirky talent for the company’s ubiquitous television advertisements, as they invite customers to “Come on down!” Bob's television campaign is an example of saturation marketing, where a brand becomes very strong by constant repetition. In 2005 and recent years, Bob's has been the largest television advertiser in Connecticut, and is one of the largest in Massachusetts.
Bob's marketing campaign positions the retailer as a family-friendly chain with everyday low prices, good quality products, and excellent customer service. In spite of the "discount" name, the stores are spacious and well-maintained. Many have entertainment features such as fountains with live fish, home theaters, and video arcades, and the headquarters location has indoor miniature golf.
Two important aspects of Bob's marketing campaign are charity and community service. The company operates a charitable foundation with full time employees who dispenses aid, in the form of furniture and mattresses, to agencies that support needy families. The charitable foundation also runs a number of fund raising campaigns to support major gifts to regional charities. Twice each year Bob's Discount Furniture conducts blood drives at its stores in cooperation with the American Red Cross. Bob's also adds blood awareness commercials to its regular TV and radio advertising rotation year-round.
References
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