In advertising, the world of furniture has often played the role of Cinderella: despite being consumer products, the economies of scale of the sector have allowed very few brands to be present on radio and TV, while more widespread and constant is was the presence in the specialized and general press. The analysable period can start from the seventies, when the spread of industrial products (and attention, “industrial” is not synonymous with poor quality, on the contrary … but we will talk about it on another occasion), has spread furnishings composed of “modern” furniture. signed by newly born brands and already smelling of success, together with works by designers who have changed our way of living, mostly for the better.
As often happens, the input comes from overseas, with the first important brands (one above all, Knoll), which fill the magazines with advertising campaigns that will make the history of sector communication. In Italy, however, the real economic boom comes ten years later and, together with household appliances objects of desire, famous illustrators and talented photographers gradually make their way, portraying armchairs, tables and chairs that are now exhibited in contemporary art museums. signed by pure genius such as Gio Ponti, Le Corbusier, Alvar Aalto, Marco Zanuso. In Milan, Aldo Ballo’s photographic studio creates a real school of thought and the furnishing catalogs spread in constantly updated editions. But advertising no, at least not the classic one you see on TV. To meet the first commercials we have to wait until the end of the Eighties, when some brands – perhaps following a change of goods – land on private broadcasters, since the advertising spaces of RAI remain unapproachable. And apart from teleshopping, the only company present continuously in video is Scavolini, with Raffaella Carra first and Lorella Cuccarini then (for 18 years!), With the double reference to “the most loved by Italians”. Currently, the Pesaro-based brand is entrusted to the starred chef Carlo Cracco, who conveys the concept of home in the broadest sense of the term, given that today Scavolini also offers furnishings for the living room and bathroom. And apart from teleshopping, the only company present continuously in video is Scavolini, with Raffaella Carra first and Lorella Cuccarini then (for 18 years!), With the double reference to “the most loved by Italians”. Currently, the Pesaro-based brand is entrusted to the starred chef Carlo Cracco, who conveys the concept of home in the broadest sense of the term, given that today Scavolini also offers furnishings for the living room and bathroom. And apart from teleshopping, the only company present continuously in video is Scavolini, with Raffaella Carra first and Lorella Cuccarini then (for 18 years!), With the double reference to “the most loved by Italians”. Currently, the Pesaro-based brand is entrusted to the starred chef Carlo Cracco, who conveys the concept of home in the broadest sense of the term, given that today Scavolini also offers furnishings for the living room and bathroom.
Another case history that has spread a brand in a rather aggressive way in terms of advertising appearances on all media, online and offline, video, radio and press and certainly PoltroneSofa. Even while I am writing, on the radio Bruno and Cosetta are talking about the quality – but above all the eternal promotions – of the company for which they have been working for many years. Until 2014, the testimonial of excellence was Sabrina Ferilli, later replaced apparently due to a dispute regarding the exploitation of the artist’s image, by the “real” characters who work in the typical upholsterer’s shop. They are beautiful, sincere stories, with credible faces … it is a pity that the density of advertising planning, to say the least pounding, nullifies the pleasure of listening with a certain attention, achieving the opposite effect. In another article we wrote that these days “I read is more – less is better” is the motto to follow, because if you overdo it with fantastic continuous unrepeatable extraordinary special occasions until Sunday … in the end it is difficult to really believe it or, at least , you doubt that these offers cannot be so special, come on.
But what are the channels today where to pass the advertising of furniture
There are several, more or less declared. Removed the pages of the major newspapers, still today a monopoly of a few brands, certainly among those direct teleshopping, today fortunately in compliance with consumer protection between guarantees and real right of withdrawal or replacement, under penalty of reporting on social networks and in the most accredited blogs of consumers, with easily imaginable legal consequences. The law is there and the deception is not tolerated as it is exposed in real time by the communities and by the broadcasts in defense of the consumer (thank you for existing). After all, this trend was invented by a genius of spontaneous marketing, or Mike Bongiorno, who rightly made himself recognized as a participation in the sales of the products promoted by his curtains. Beds, sofas, mattresses, armchairs, home furnishings,
Then we have the evolution of the concept of hidden advertising, which today is called in a less disturbing way “product placement” or the inclusion in the shooting of products and brands as a marketing strategy in films, videos, TV series, etc. Here then is that the protagonists of action films flee in certain cars, wear certain watches, sip certain drinks sitting on certain armchairs and so on. And the rap singer not only shows an ice cream cone, but even mentions it in the text… more transparent than that!
The reality shows are furnished with real sponsors, this time more direct in the promotion of their product, complete with a quote in the credits and in the news of the company website. The boys sit on very recognizable armchairs and chairs (otherwise they do not stand out), have lunch at a particularly original table, throw pillows with bright designs at each other. Certainly, such a choice positions the company and product in a precise way, because it is aimed at a target that is rather easy to define by age group, cultural level, propensity to trend consumption, influence, etc. This also happens at a higher level and I don’t want the producers of mass-consumption programs.
In the cooking shows kitchens, dishes, accessories, appliances and complements are framed in a precise context, with a functionality endorsed by the protagonist of the program who uses them and therefore somehow guarantees them for good while it is repeatedly framed next to the rolls of absorbent paper from the kitchen.
Finally, bloggers: when we go from fashion and jewelry to furniture, then we can have fun with selfies taken under the light of a certain lamp, while having breakfast with designer tables and chairs. But (and perhaps for this reason the most famous bloggers at the moment snub the furniture), few will recognize that table and that chair, precisely because the recognition passes from an abundant advertising administration and, as we have already said, few producers can afford the widely distributed channels. Nothing to do, design, at least for the moment, remains the subject of enthusiasts, unless the latest scandal is consumed in a showroom open for the entire period of the Salone del Mobile.
We close with a dutiful reference to a medium so dear to us: the web. We know, these are joys and sorrows, but the network allows precise products to reach specific targets and, if as a company it is not abused in advertising, it can even become a service: for example, in the case of our portal Mobilidesignoccasioni, yes they can find designer furniture at special prices, with real discounts, without having to go around the showroom for whole afternoons, but by visiting the exhibition directly after finding the furniture offer that’s right for us. Remarketing brings up advertising banners while browsing, which in any case can be ignored or on the other hand shared with friends who are equally interested in the furniture theme because they are about to set up home or move. Sites, newsletters and social channels build communities that exchange views, opinions, advice. It is possible to buy online or compile a wish list to compare prices, search for the nearest shops and even shop abroad with very short delivery times, when the article allows it. What can I say … and the network, beauty! If you use it correctly, it will pay you back in time and money.
