Spiller Furniture & Mattress' "Mister Spiller's Neighborhood" campaign.
NORTHPORT, Ala. — To help sell furniture in November, Spiller Furniture & Mattress here channeled the spirit of beloved children’s TV host Fred Rogers.
Shane Spiller, president of 13-store retailer, donned the familiar cardigan sweater and loafers made popular in the PBS staple “Mister Rogers’ Neighborhood” in a monthlong campaign called Mister Spiller’s Neighborhood.
The campaign included a circular as well as a commercial in which Spiller is talking to a few kids about furniture and spellings, including a humorous attempt at spelling “armoire.”
Spiller told Furniture Today that the idea was the brainchild of Rob Moore, the retailer’s advertising director. He said he took a little convincing, but he thought it turned out well.
“Initially, I’m always a little bit skeptical. I don’t want to come across as too cheesy. I want it to be relatable to customers,” Spiller said. “I don’t want it to be too over the top or silly. The TV production turned into one of the better ads we’ve done.”
The circular advertisement showcased bedroom groups, sofas, loveseats and other product categories, all of which had one thing in common: availability.
“Our company likes to advertise stuff we have in stock. We like to stock what we advertise and that’s been our bread and butter in how we operate,” Spiller said. “Everything in the circular is something we do have in stock. That’s the name of the game, turning inventory. Advertising what we have in stock is what we want to do. We have a good bit of motion and bedrooms. Those have been great sellers also. A lot of the merchandise is Ashley. We’re a heavy Ashley dealer; they’ve been good to us.”
Spiller said the campaign had the retailer running even with 2019 sales figures and he thinks after a little bit of time, it might be revived.
“We’ll probably use this one again. We’ll take a little time before we get back to it. It’s been well received, and the TV production was one of the better ones we’ve ever done,” he said. “We enjoyed the response we got. I’ve enjoyed that we’ve had the merchandise in stock to make deliveries and fulfillments. That hasn’t always been the case the last couple of years.”
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Thomas Lester is Retail Editor for Furniture Today and Digital/Managing Editor for Home Accents Today. A graduate of Emory & Henry College's Mass Communications program, Lester spent a dozen years working for newspapers in Virginia and North Carolina covering an array of subjects, ranging from community news, government, education, ACC sports, professional baseball and more before joining Furniture Today in 2013. Reach out to me with your story ideas, tips and more at tlester@furnituretoday.com.
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