Delta reveals plans for national advertising blitz in May INDIANAPOLIS — Delta Faucet Co. will spend more than $4 million in May to promote a rebate program designed to encourage consumers to make multiple faucet purchases.
“Faucets have become fashion. Delta must inform and convince consumers to update their faucetsbased on fashion, not function,” Delta President Charles A. Dowd Jr. told a press gathering here.
To participate in the “Get A Grip” promotion, he said, consumers must call 1-800-345-DELTA to request a rebate coupon and special product catalog detailing the 43 featured Delta faucets. Callers also can be referred to a local plumbing contractor.
Consumers must have a Delta faucet installed by a plumber before June 30 and then mail the rebate coupon plus the plumber’s invoice and proof of purchase to Delta by July 30 to receive a rebate of $10 for one faucet, $20 for two, and $35 for three.
In Delta ads, appearing this month in all major plumbing contractor magazines as well as national and local trade association publications, contractors are directed to call 1-800-428-4330 to receive a kit containing promotion details plus samples of the rebate coupon, a catalog and a reply card to sign up for the referral service.
Plumbing contractors currently enrolled in Delta’s “Project: Delta Plumber” program will automatically receive a presentation kit, but all licensed plumbing contractors can participate in the referral program and give Delta five zip codes in their service area.
When consumers request a plumber, contractors will be referred on a rotating basis, said Delta’s Karen Mendelsohn.
From March 1-15 Delta will train its sales representative agencies. One training segment will include videos moderated by Johnny Carson and Ed McMahon. The reps in turn will explain the promotion to their wholesalers, studio dealers and contractors.
In April Delta will mail post-cards announcing the promotion to more than 30,000 plumbing contractors.
Mendelsohn said that there will be 103 commercials on network television and 256 on cable. Network spots will be on morning programs and nighttime news and talk shows.
Two-page ads will appear in USA Today on May 2 and 4.
Delta also will launch a major public relations campaign, which will include:
. Talk show appearances by a certified designer in nine or 10 major markets during a two-week period to discuss how to accessorize a bathroom using faucets as the focus.
. Newspaper articles sent out over wire services.
. Illustrated articles for women’s magazines.
Delta also is offering advertising cooperative funds to contractors, studio wholesalers and kitchen/bath dealers.
Mendelsohn said Delta expects this promotion to impact every segment of the industry.
Even though it’s for a definite time period, “we’re not in there for a quick fix,” she said, pointing out that Delta’s advertising budget for 1989 is $8.4 million.