Sears’ New Song and Dance
TO FURTHER SHOWCASE its brands and products, Sears has appointed Norm Marshall & Associates, Inc. as its entertainment marketing partner. The agency is charged with developing new product placement deals on television and film.
According to Sears, Los Angeles-based NMA will create and manage opportunities with film and television properties designed to build brand platforms and drive Sears’ business objectives. Sears and NMA will work together to deliver an entertainment-themed marketing program generating exposure in high-profile properties. The effort is designed to “build preference for Sears’ breadth of brands and merchandise that enable customers to live the good life,” according to a company statement.
Under the agreement, NMA will identify and recommend entertainment opportunities with television or film properties where Sears could place its “Good Life. Great Price” slogan and signature brands.
“It’s part of broadening our marketing capacity and looking for additional avenues and opportunities to place the Sears brands in line with entertainment properties,” says Rochelle Williams, spokesperson for Sears.
Previous to this deal, the department store giant became chief sponsor of Extreme Makeover: Home Edition on ABC, and hopes that NMA well help continue to leverage its relationship with Hollywood by scouting out other appropriate entertainment properties. Sears continues to be the official sponsor of the show.
The agency will review film scripts for positive brand visibility opportunities, create and maintain an online tracking system, produce videotape highlights and provide inventory management and warehousing services.
Sears isn’t the only department store tapping into entertainment to boost sales, Bloomingdale’s is featured in the Revolution Studios flick 13 Going on 30, in theaters now; and Saks Fifth Avenue will appear in Disney’s upcoming Shop-girl, courtesy of a deal brokered by the William Morris Agency.
In the near future, Sears will also appear in Fox’s new home improvement reality TV show The Complex Malibu, which begins airing later this year.
The Hoffman Estates, IL-based company, which operates 2,300 stores in the U.S. and Canada, is seeking to develop new marketing initiatives and ink deals with potentially popular TV shows or film properties before they bow.
