Anna’s Linens in Costa Mesa is getting aggressive with advertising this holiday season.
Scott Gladstone, chief operating officer and son of founder Alan Gladstone, said the home furnishings chain is launching “some fantastic” TV commercials set to play every week.
“As everyone is reading in the media, this upcoming holiday season is going to be very competitive for retailers,” Gladstone said.
Anna’s Linens, which has 251 stores in 20 states, sells discounted merchandise that it buys from manufacturers after big retailers cancel their orders. Think bed sheets, pillow cases, mattress pads, comforters, bath towels, rugs, shower curtains and window curtains.
Earlier this month, Anna’s Linens was honored with a family owned business award from the Business Journal and California State Univer-sity, Fullerton’s Family Business Council.
The company plans to use its TV spots to get the word out about the toasters, coffeemakers and other small electronics and appliances it’s started selling at its stores.
Gladstone said his marketing and merchandising teams “worked all year” to develop a holiday advertising program that “will drive home Anna’s value proposition, which has resonated very well with our customers.”
“We are seeing a tremendous increase in first-time shoppers in our stores as a result of the new television advertising,” he said.
Consumer spending is expected to remain “relatively flat” this holiday season, Gladstone said.
But Anna’s Linens is seeing “continued increases in market share” as its tracks sales and customer shopping patterns in the home fashion and decor industry, Gladstone said.
Anna’s Linens, which was founded in 1988, first launched TV advertising a couple years ago.
ASR Publications
Action Sports Retailer Expo in San Juan Capistrano wants to help buyers better navigate jam-packed aisles at its tradeshow in January.
The show organizer said it’s starting a magazine, ASR Show Daily, which gives people the latest brand news, trends and more.
The publication is set to be posted throughout the San Diego Convention Center, where the ASR show is held, and in lobbies of San Diego hotels. ASR, which also is held in September, is the premier show for retailers and clothing makers inspired by surfing and other action sports.
ASR also expanded its Show Preview handout to include more information about the schedule of events, seminars and a detailed floor plan. It’s mailed to buyers about two months before the show.
Another change: The tradeshow’s phone book, called ASR LineUp, which gives buyers contact information for exhibitors and new trends, will be produced digitally.
The LineUp will be available at www.ASRbiz.com.
“We understand that as ASR grows, it’s becoming more challenging for attendees to follow all the events and news on the floor relevant to their businesses,” said Andy Tompkins, ASR show director. “These three products are being designed explicitly to help buyers, media and exhibitors make the most out of a trip to ASR.”
Plus, Tompkins said scrapping the print version of the LineUp also helps ASR with its environmental push to reduce wasted paper.
ASR, part of Nielsen Co.’s Nielsen Business Media, features more than 500 action sports brands, including many from Orange County, such as Costa Mesa-based Volcom Inc. and Huntington Beach-based Quiksilver Inc. It draws some 7,000 buyers, including from local shops, such as Jack’s Surfboards in Huntington Beach.
Cargo Handling
Irvine-based RiechesBaird, which does advertising, branding and business consulting, picked up a client.
The shop was tapped by American Airlines CargoSM, part of American Airlines Inc., for marketing work, including business strategy, brand development, marketing, design, creative development and production.
RiechesBaird said its main goals are to help build American Airline Cargo’s brand and help with global marketing.
It beat out several undisclosed agencies in a review.
Bubba Gump
Morgan Marketing & Public Relations LLC in Irvine is working hard to get the word out about a new restaurant that one of its clients opened in OC.
The shop recently handled publicity for San Clemente-based Bubba Gump Shrimp Co., which was plugging the opening of an Anaheim location,its first restaurant in OC.
Bubba Gump has more than 30 restaurants around the world, including 21 in the U.S.
“With our company based in this market for more than 10 years, it’s been a long-term goal to bring the Bubba Gump Shrimp Co. experience to Orange County consumers,” said Scott Barnett, Bubba Gump’s chief executive.
The chain, which sells shrimp, ribs, sandwiches and more, is themed around the movie, “Forrest Gump.” Its restaurants are decorated with movie memorabilia, photos, script pages, costumes and more.
Bits and Pieces:
Tustin-based Echo Media Group picked up a client. The public relations shop was tapped by Las Vegas-based Mormons Exposed, which is owned by CMH Entertainment LLC. Echo Media is helping the company promote its new “Men on a Mission” calendar, which features missionaries Costa Mesa-based Hurley International, part of Nike Inc., just held an art show at its headquarters to push a clothing collection inspired by Joey Ramone, the late singer of punk band the Ramones. The clothes, called the Joey Ramone Collection by Hurley, include boardshorts, sweatshirts and T-shirts with graphics. It’s being sold at American Rag Cie at Fashion Island in Newport Beach.
