Vivid Marketing

Senior Account Executive

Lane Furniture

Lane Furniture wanted to create a mobile tour to bring to life the brand’s positioning as the leader in Home Entertainment Furniture Solutions and to support Lane’s business objective of increasing home theatre sales.  

A custom designed 1,000 square foot mobile showroom that showcased Lane’s most innovative home entertainment furniture hit the road for forty weeks in 2008. The tour, dubbed the “Lane Home Entertainment Tour”, featured a turn-key consumer promotional marketing program that made stops at over 90 Lane dealers attracting consumers to dealer’s stores and engaged them in fun and memorable interactive programming while offering them information on the benefits and features of Lane’s home entertainment furniture. Consumers walked away with a printout detailing a selection of recommended solutions to fit their personal lifestyle needs along with a coupon incentive to purchase.

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In 2009, the tour expanded for a second year visiting even more retailers and a handful of national events including NASCAR races and Home and Garden shows. The  tour featured additional consumer interactive experience and sweepstakes opportunities; all while continuing to increase foot traffic to retailers and ultimately driving sales. Store foot traffic was up 30% on event days, overall sales for tour stop stores were down 5.6% year over year, while Lane sales were up 15.2%. The tour generated over 36M media impressions in total.