Godfreys kicks off ‘aggressive’ turnaround campaign

With advertising blitz.

Godfreys hopes its “aggressive” advertising campaign, which commences today across TV, print and social media, will lift foot traffic and reduce warehouse stock as part of its turnaround strategy. The vacuum specialist has also increased its product offering with a new stick vac range.

The campaign aims to generate excitement among customers and staff, according to managing director, John Hardy, who may revive the popular ad from the 1990s, where he lifted a bowling ball using the suction of a vacuum cleaner.

“Godfreys previous advertising campaign was designed to increase the company’s profile. However, it did not reflect in sales. This one is about encouraging people back into our stores.

“In addition to a new stick vac range, we have a new cleaner that picks up 36% more dust from carpets than the biggest selling bagless cleaner, while a new revolutionary steam cleaner is due to arrive soon,” he said.

Commenting on the new advertising activity was Euromonitor International research analyst, Jorge Rosas. “The convenience that mass merchandisers and electronics and appliance specialist retailers provide is important to consumers as they prefer to shop through retailers that offer a wide range of products at various price points. Godfrey’s main challenge is to continue to put themselves back into the consumers’ mind as the leading destination for vacuum cleaners,” he said.

“The retailer has to not only bring new and innovative models into their storefront, but also utilise effective marketing to better promote their product ranges in their bid to regain foot traffic. Godfreys should also aim to improve their website and in-store experience to better showcase the features of their ranges of vacuum cleaners,” he added.

Arcade Finance now has control of more than 91% of Godfreys shares and will commence compulsory acquisition of the remaining shares once the offer period has closed on June 27. It plans to seek to have Godfreys delisted from the ASX and run as a private company.

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