Ethan Allen Interiors, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Ethan Allen Interiors, Inc., headquartered in Danbury, CT., is a designer, manufacturer, and retailer of furniture, upholstery items, and other home furnishings and accessories. The company operates stores and manufacturing plants throughout the United States and Canada.
|Main Telephone||(203) 743-8000|
|Main Fax||(203) 743-8298|
Ethan Allen Interiors, Inc. ContactsContacts (5/13)
|Farooq K.||Chairman, President & Chief Executive Officer||CT|
Sample of Associated Brands
|Corey W.||Executive Vice President, Administration & Chief Financial Officer||CT|
|Daniel G.||Senior Vice President, Business Development||CT|
|Craig S.||Vice President, Product Development - Case Goods & Upholstery||CT|
|Bridget D.||Vice President, Marketing Services||CT|
|Ethan Allen Interiors, Inc.||*******|
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Score 57 – Close Watch: Ethan Allen continuing TV, digital, print investments for launches
Subject: Digital, magazine, newspaper, TV, online, social media
Company: Winmo), Danbury, Conn.-based furniture chain with about 300 stores (design centers and studios) in the US.
Opportunity: In the Q3 earnings call, Farooq Kathwar, chairman president and CEO, said that EA would continue to enhance its “major competitive advantages.” This includes merchandising, marketing, technology and retail. To this end, EA remains focused on adding technology to personal service in various areas, including retail and marketing.
He added that the company will employ “strong” marketing around the three new attitudes that will be launched in June, July and August, so sellers should seek ad dollars around these launches. Remember that last year, EA stated that direct mail and digital would be the “centerpiece” of marketing efforts (here), so sellers in these channels should be engaging decision makers now. However, Kathwar also stated in the last earnings call that EA would invest in national TV and social media, as well.
On April 4, Ethan Allen launched a national TV campaign – “April Iconics” (more below). Kathwar referred to this as “strong” and noted that it will roll into a very strong campaign in May. This will be followed by a “fairly strong” marketing program that introduces Buckhead as EA’s new program in June. The Buckhead (along with Santa Monica and Brooklyn) is geared toward a younger customer, so those with a Millennial focus should certainly be reaching out. IPG’s Grey is creative AOR.
Note that Chief Brand Officer Dave Moore left last year after two years on the job. We'll keep you posted when we track down his replacement. For now, it appears that company veteran Bridget DePasquale, VP of marketing services, is the top marketing decision maker.
New Product Launch: EA is developing a line of Disney-inspired products for the home. The target audience for the new line will be children and younger consumers (and their millennial parents). Consumer marketing behind the line is expected this fall.
Target Audience: Kathwar said that, with the introduction of custom quick ship in March, EA is starting to see new customers. The program has been well-received because it’s faster delivery on custom and is especially attracting a younger audience – the coveted millennial.
Media Spend: According to Kantar Media, EA spent $10.9 million on measured media in 2015 – down from $11.9 million in 2014. In 2015, most of EA’s media spend went to print – $7.7 million. The rest went mostly to broadcast ads ($2.4 million in 2015 versus $5.8 million in 2014, see more below).
For all of 2015, EA spent $1.4 million (so less than has been spent in the last four months). Ads were run in Q1 and Q4, with no flights during Q2 or Q3. Note that since Jan. 2014, the most money has been spent to air ads during the same shows for the most part (see chart). Sellers should keep in mind, as well, that EA’s national TV spend seems to be on track to return to 2014 levels (national TV spend in 2014 was $3.2 million).
Digital Breakdown: Since Jan. 2016, EA has run 104 display ads on 313 publishers (1% mobile), Moat reports. Top ad destinations include hgtv.com, diynetwork.com, newstimes.com and unionleader.com (55% placed site direct versus programmatically). The company has also run 13 high impact ads and eight video ads this year.
For 2015, EA ran 290 display, 31 high impact and three video ads on publishers such as hgtv.com, chron.com, recordonline.com, culturemap.com and architecturedigest.com (30% mobile; 64% placed site direct).
Ethan Allen Dr.
Danbury, CT 06811
Chairman, President & Chief Executive Officer
Vice President, Marketing Services