The members of the independent buying group CIH are the stars of its Christmas marketing campaign.
The first burst of the new CIH advertising campaign took place in November, and it will continue for two weeks from Boxing Day onwards. It includes a new TV campaign, new point-of-sale, online activity and a window display competition.
In addition to the 30-second advertisement, the campaign includes a series of 10-second commercials that will be brand and product specific. The ‘Right Up Your Street’ TV ad features more than 120 Euronics members.
Stuart Cook, CIH’s chief executive, said that the new campaign promotes members as being real people offering real services in their local communities.
He said: “Your brand, for me, is your personality. Your brand to me is your reputation; our brand is you, that’s why all our marketing focus now will be focused around you, the members, because you are the brand.”
To complement the TV advertising, CIH has developed a series of themed PoS packs, featuring Euronics agents, while a sale pack will follow in time for Boxing Day.
Euronics’ website euronics.co.uk is now transactional via PayPal. The website has been further developed to include product data, including an overview, features and specifications. Customer reviews have also been added, together with buyers guides. Most of CIH’s key business partners have representation on the website through a selection of brand pages.
Mr Cook said: “The key to euronics.co.uk is individual microsites that members can have, free of charge.”