The Accessories Resource Team, an independent association for companies involved in the decorative accessories business, has named The Coastal Group, New York, as its advertising agency of record.
Coastal is charged with marketing, including direct, to boost awareness of the Charlotte, NC-based ART. There was no review process for the part-paid, part-pro bono account and no incumbent. Billings were not disclosed.
“We simply got a proposal from The Coastal Group put before our board of directors which we were thrilled about, and that's how it came about,” said Sharon J. Davis, executive director of ART.
ART previously used guerilla marketing to get its word across.
Coastal will offer marketing strategy, creative development and production of direct mail, print advertisements and e-mail, as well as public relations counsel.
The campaign begins next month with membership forms and brochures to 2,000 executives in retail and manufacturing that serve the decorative accessories market.
Polybag inserts in Home Lighting & Accessories magazine's December issue to 22,000 subscribers will follow. Inserts also will appear in another, later issue. Other undisclosed trade publications will be considered.
An e-mail effort will support, though dates have not been inked. The association is talking with a few members involved in e-mail marketing services to offer their expertise.
The campaign will bear ART's new slogan, “You know the ARTS awards. Do you know the ART rewards?” Its duration is this October through next.
“The biggest challenge for us is getting the association's message out,” Davis said. “Direct mail will at least provide an opportunity to put more information in front of the people who can gain from it.”
Founded in 1988, ART has 200 members encompassing retailers, sales representatives, manufacturers, designers and trade press. All are involved in home furnishings. They include Lowe's, Robb & Stucky, The Bombay Company Inc., Gabberts and designers Carolyn Kinder and Sergio Orozco.
