NOVEMBER/DECEMBER Issue : 3 Volume : 1
May Peace be your gift at
Explore the Variety
A Time to Reflect Christmas and your blessing all
www.stewartsales.com Christmas time is always a news, events and general tured the business to take it
good time to reflect on the communication as well as a to the next level. Early indi-
year that’s past and the specials page for advertised cators are that sales will
good times shared by family lines etc. boom in the lead up to
and friends. Christmas which is no
In business it is also a good At head office we have ex- small achievement in these
Inside this issue: time to look back and ana- panded to include our new unstable economic times.
lyse your progress and state of the art warehouse
achievements. and office complex built on All in all we have had a
Online Searching & 2 the property attached to our very strong year and from
Venting At Stewart’s Wholesalers it existing warehouse. It has the management and staff
has been a year of change, been a very strong year in of Stewart’s Wholesalers we
of growth and of progress. both strip outs and export wish all our customers and
New Brendale Ware- 2 We have developed a cen- sales and the extra space friends a VERY MERRY
house tral branding approach to was a necessity. CHRISTMAS and a PROS-
the two parts of our busi- PEROUS NEW YEAR.
New Outdoor 3 ness namely “Commercial At our Geebung branch we
Furniture Equipment and Commercial had a change of manage-
Furniture” As part of the ment culminating in the
branding exercise we have upgrade of the systems,
More New Lines 3 developed a central website ranging and presentation of
that gives access to these the furniture business. Hav-
branches of the business ing upgraded the com-
Advertising in a 4 from a central site. puters, phones and inven-
Recession As well as describing our tory systems as well as im-
business as a whole our new plementing a new account-
website also has a page for ing system we have struc-
He who has not Christmas in
his heart will never find it
under a tree. ~Roy L. Smith New Brendale Warehouse Completed
Christmas is a time when
you get homesick - even
when you're home. ~Carol
Nelson As advised in the previous although there is still than happy with the end
Christmas waves a magic newsletter we have been some painting and land- result. (continues page 2)
wand over this world, and building a new state of the scaping work to finish it is
behold, everything is softer
and more beauti- art warehouse at Brendale now fully operational and
ful. ~Norman Vincent Peale
as an addition to the prop- is already up and running.
The best of all gifts around erty we already own.
any Christmas tree: the Sonny Stewart said like
presence of a happy family
all wrapped up in each
We are pleased to advise all constructions, the
other. ~Burton Hillis that the building has building of this site had its Our newly completed ware-
reached completion and challenges but he is more house at Brendale
Page 2 Page 2
Online Used for Searching and Venting
In a study conducted by the Austra- product or service, with search en- 39% of respondents rated blog-
lian Centre for Retail Studies for gines being the preferred way to re-
ging services like Twitter and
Google, it was demonstrated that search purchases. Of these, more than
Pownce as being of "no value" to
Australians research online before 80% said their research influenced
such research, 27% found YouTube
they buy in many merchandise cate- their purchases, at least somewhat.
useless, and 22% said the same of
gories. The rule of thumb is that the 38% first checked online product or
social networking sites.
higher the price, or the more techni- service reviews when starting shop-
cally complex the product, the likeli- ping research. Among industries - technology,
hood of online research rises. retail and travel fared best, while
Specifically the study found that health care and insurance fared
A piece on the Retail Advertising
among active Internet users: worst.
and Marketing blog, speaks of the
trend towards not just product re- If online reviews are ignored at your
search, but customer care reputa- 59% use social media to "vent"
peril, it was only a matter of time
tions. about a customer care experience
before someone found a way to man-
It says: According to a recent study 72% research companies' customer age the customer review process.
by the Society for New Communica- care online prior to purchasing at least That business is Yelp.
tions Research for Nuance (covered sometimes Taken from an article published in
by BrandWeek, ClickZ and eMar- Brandish Retail Intelligence
keter) "there is a growing group of 84% consider the quality of cus-
October 3, 2008 Issue.
highly desirable consumers (25- to tomer care at least sometimes in decid-
55-years old, college-educated, earn- ing to do business with a company
ing $100,000+) using social media to
research companies. (They) will not 74% choose companies based on
support companies with poor cus- customer service experiences shared by There is a growing
other Web users online
tomer care reputations, and they will group of highly
talk about all of this openly with
others via multiple online vehicles."
81% believe blogs, online ratings
and discussion forums give consumers
Also from another RAMP blog: a greater voice in customer service consumers (25- to 55
A recent study from OSC (covered in Only 33% felt that companies take -years old, college-
eMarketer) shows that consumer customers’ opinions seriously
reviews play a big part in purchase
decisions for US online shoppers. In Search engines were deemed the
fact, 61% said they checked online most valuable online tools for research-
reviews, blogs and other online cus- ing customer experience social media to
tomer feedback before buying a new research companies.
New Brendale Warehouse Christmas is not as much about opening our presents
as opening our hearts. ~Janice Maeditere
The completion of the new ware- refurbished equipment whilst not a site to be truly proud of. Please
house now gives us a real presence interfering in our storage space and be sure to come say hello to Sonny
and the space we need to handle presentation. and Enid and staff and take the
our ever growing business. opportunity to look around whilst
On our last trip to China we sourced you are there.
Our two warehouse in Duntroon the beautiful powder coated fencing
Street now boast a combined floor we have used on the property and we
space of over 2,500 square metres still have a quantity available for
under cover plus considerable us- sale. Enquiries should be made to
able outdoor space. Sonny Stewart on 3205 3619.
Once we have completed the paint-
This enables us to focus on
ing of the buildings and the land-
maintaining the quality of our
scaping of the grounds we will have
Page 3 NOVEMBER/DECEMBER
Furniture New Lines all at Special Introductory Prices
ea. + GST ea. + GST
7 Pce Setting
ea. + GST
with Red PVC
$75.00 Chrome Chair
PVC Cushion ea. + GST PVC Cushion
ea. + GST ea. + GST
$45.00 Veneer Bar
ea. + GST
Red w/Chrome $99.00
Back and Legs ea. + GST
White w/Chrome Black w/Chrome
Back and Legs Back and Legs
Introductory Price from Now until Christmas
Why Companies Should Advertise on TV During a Recession
There is a an article on Brand Republic saying that total advertising revenues could be down as much as 10%. It
says that “the expected fall comes as clients tighten advertising budgets amid worsening economic conditions”. In
light of this, here are six reasons why advertisers should have nothing to fear.
1. Higher real incomes: Although economic inequality is rising, real incomes rose for nearly all of the popula-
tion between 1996-2006. If it weren’t for the rising levels of borrowing, this could have insulated people against a
recession. As it is, some of their increased spending will be going on luxury items.
2. Recession-proof industries: Not all industries suffer in an economic downturn. Wikipedia lists 15 reces-
sion-proof industries. These include such essentials as “necessities” but also “entertainment” and “cosmetics”.
Last time it was checked, these products and services weren’t inextricably linked to human survival. Advertising
has made us consider them essential.
3. Brand-building: Particularly with the FastMovingConsumerGoods industry, there is the temptation to use
direct response advertising. These give a short-term boost but not necessarily a long-term. Aside from “brought
forward” sales and provoking competitor retaliation, there are the effects of having the brand associated with
promotional offers, rather than any emotional associations.
Thinkbox study shows that
nearly 45% of TV’s
revenue effects are
delivered after the year
of the investment
If advertising becomes more about branding than short-
term sales, the overall benefits will be greater. And of course brand-building is particularly suited to TV
advertising. A PriceWaterhouseCooper/Thinkbox study shows that nearly 45% of TV’s revenue effects are
delivered after the year of the investment. (Of course, some might say this is an argument in favour of post-
poning spend for a year but I would dispute that). Not only will the effects be longer-lasting, but they will be
longer-lasting among more people. Because…
4. Commercial impacts are up: As we move to multi-channel, we watch more TV and more commercial TV.
Among Digital Television Recorder households, commercial impacts are in fact 5% higher (according to BARB,
ACB/LBS and Skyview data). And of course, brand-building ads are more likely to be DTR proof than direct re-
5. TV advertising is becoming cheaper: The “ IPA Marketing in the Era of Accountability” study shows that
TV advertising is cheaper now than it was 20 years ago.
6. Share of voice effects: (Share of advertising activity achieved by an advertiser in a category or market over
a fixed period of time. )Campaigns using TV see average market share gain of 2.7 percentage points per 10 per-
centage point excess share of voice (compared to a gain of 0.7 points for campaigns not using TV). Share of voice
has long been shown to be linked to share of market. If competitors are reducing their budgets, now is the
perfect time to increase share of voice and share of
Although given the compelling reasons outlined above, there
could be a game theory style scenario where each company in
the market maintains (or even increases) spend in the expec-
tation that their competitors will be reducing theirs. So,
spend remains robust but their market share remains con-
stant (all things being equal).