"George" Advertising Campaign
To raise awareness of its quilting machines, American Professional Quilting Systems (APQS) got a little help from someone named "George". HRB created an ongoing campaign of ads depicting "scuffles" between Fons & Porter, nationally known quilting superstars, and George, a fictional victim of the ladies' insatiable need for new material to use in their quilts.
And by George, it worked. APQS credits the campaign with doubling its sales. And if you visit the APQS Web site today you'll probably still see George making an appearance.
Gone Quilting Advertising Campaign
A $17,000 longarm quilting machine is no small investment. So, how do you differentiate yourself from the competition and connect the American Professional Quilting Systems (APQS) brand with quilters?
First off HRB helped APQS refocus its advertising dollars with ads that appealed directly to the women they were trying to reach. Then it found a Public Relations opportunity that catapulted APQS to the next level. It donated a quilting machine to Jessica Porter, a quilter who was making a quilt for each family of a fallen soldier in Iraq.
The story about Jessica was featured in 320 newspapers across the country. APQS profits doubled within two years.
