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Electrolux Launching 2nd-Half Multimedia Marketing Effort

7/21/2013 08:00:00 PM Eastern

CHARLOTTE, N.C. – Electrolux will launch a new TV, digital and in-store marketing campaign over the next few months to herald several major product introductions and to tap into renewed majap demand.

The first leg of the effort, a TV spot that debuted last week with longtime Electrolux spokeswoman Kelly Ripa, highlights the brand’s French door bottommount refrigerators, whose “Perfect Temp” drawers provide precise temperature control.

A second spot, slated for the fall, will help usher in a new freestanding induction range that will retail for $2,000, or one-third the price of earlier electromagnetic cooktops.

John Weinstock, marketing VP for Electrolux Major Appliances, North American, told TWICE that the previous price point was a “big inhibitor” to adoption and that new range and pricing represent a major opportunity for the manufacturer.

On the digital front, Electrolux last week launched an online cooking, entertaining and lifestyle magazine, LiveLoveLux.com, that provides a way to stay in touch with consumers between purchases — which for major appliances can be as long as eight to 10 years.

The site will be tied to online customer relationship management (CRM) initiatives, including targeted digital media buys on social-media platforms like Facebook, Twitter and Houze.com. The latter is a Pinterest-like site specific to home décor that Electrolux has recently partnered with, Weinstock said.

To help bridge the gap between showroom and digital, the company has also released a mobile app called Electrolux Concierge that can provide product information by scanning images off in-store point-of-purchase material that will be available in the third quarter.

“We want to make it as easy as possible to find the information consumers and store associates need as quickly as possible,” Weinstock said.

He added that the multichannel effort plays into Electrolux’s target consumer, who is passionate about cooking, is interested in premium products and the latest technological features, owns a smartphone, and is comfortable using apps.

“TV is a great way to reach consumers when they’re in the market,” he observed, “and digital is a great way to connect with them when they’re not.

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