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IKEA,Will it be good or bad for Boston radio market?

B

blabhead

Does Ikea spend money for radio adverts like Jordans,Bob's,Dial a Mattress & the rest?
I have not heard any,but I have not been listening much lately.
Will competitors try to counter IKEA by buying more airtime for their products?
Will any radio station be doing a live remote on opening day?
 
> Does Ikea spend money for radio adverts like
> Jordans,Bob's,Dial a Mattress & the rest?
> I have not heard any,but I have not been listening much
> lately.
> Will competitors try to counter IKEA by buying more airtime
> for their products?
> Will any radio station be doing a live remote on opening
> day?

I received an IKEA catalogue in the mail today & I'm in Providence so they're doing it up big. That is one thick & probably expensive catalogue to produce. I don't see any mention of a live remote but there are major opening day giveaways on Wednesday: first adult in line gets $5000 in giftcards, first 100 kids get free soft toys, random winners all week to win your purchase, first 100 adults in line get a free chair. Anyone doing a remote had better get combat pay as an awful lot of lunatic women with toddlers are going to get combative. With this catalogue they're obviously going for the visual draw, but maybe down the line they'll start with radio. Maybe they are already, but I haven't heard any spots.
 
NECN did a profile about some nutjob wanting to be their first customer a few days ago. He's been camped out in their soon-to-be-opened parking garage. A big deal was made here in Connecticut some time back when the IKEA store opened in New Haven, near the junctions of I-91, I-95 and CT Route 34. Advertising? You bet! The radio spots always mention "Elizabeth (NJ), Paramus (NJ), Hicksville (NY) and New Haven."
 
> NECN did a profile about some nutjob wanting to be their
> first customer a few days ago. He's been camped out in their
> soon-to-be-opened parking garage. A big deal was made here
> in Connecticut some time back when the IKEA store opened in
> New Haven, near the junctions of I-91, I-95 and CT Route 34.
> Advertising? You bet! The radio spots always mention
> "Elizabeth (NJ), Paramus (NJ), Hicksville (NY) and New
> Haven."

The first customer will be from Atlanta (for the $5000). They should at least have an MA residency restriction.

It'll be big. Every IKEA has a promotion with a radio station when it opens, in which the station sends 3 listeners to "live" in the store for the first few days befor it opens. WBMX was supposed to be the partner, but all I can find on their website is the "Pick Your Purse" promotion.

Perhaps they'll let WBMX' sister stations in, though. WBZ ought to be camped out for Traffic on the 3's.
 
I've heard IKEA spots on Oldies 103.3.
Paula Street, according to the Oldies web site, will be doing and in-store appearance there on Saturday.
 
Down here in the NYC area, the New Yokr station's ads for Ikea, as well as their live read sponsorships fo rcertain things, happen plenty when an event is going on, and they always mention all four stores: Elizabeth, Paramus, Hicksville, and New Haven (and now there's a new one coming soon I think in Brooklyn)...

~RM
 
> Down here in the NYC area, the New Yokr station's ads for
> Ikea, as well as their live read sponsorships fo rcertain
> things, happen plenty when an event is going on, and they
> always mention all four stores: Elizabeth, Paramus,
> Hicksville, and New Haven (and now there's a new one coming
> soon I think in Brooklyn)...
>
> ~RM
>

I think most of the Infinity stations were running Ikea spots pretty frequently over the weekend, at least hourly. Haven't heard any on WBZ, but then again that's probably not their target demo.<P ID="signature">______________
"You need your head."

--Todd Rundgren</P>
 
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