NORTH CANTON, OH: Wanting to spruce up its somewhat faded image, famed vacuum manufacturer Hoover has taken on its first-ever PR agency of record.
NORTH CANTON, OH: Wanting to spruce up its somewhat faded image,
famed vacuum manufacturer Hoover has taken on its first-ever PR agency
The company tapped Chicago-based Wheatley Blair for a wide range of PR
projects last week, and has already started to plan its first
comprehensive national PR campaign in some time.
The Hoover/Wheatley Blair relationship had its genesis in some project
work done by the firm during the 1999 International Housewares Show in
Chicago. According to Hoover director of Internet marketing
communications Fred Gold (who oversees the company’s PR efforts), the
arrangement is likely to be a lengthy one. ’We want to form a strong
relationship with the agencies that do work for us,’ he said.
Agency principal Robert Wheatley said his firm’s first task will be to
launch a national consumer education campaign about proper floor
The effort, he said, will employ outside experts to discuss how proper
carpet care can eliminate parasites and other causes of allergies and
The PR campaign will also discuss the benefits of washing (rather than
just vacuuming) carpets, and hopefully aid sales of Hoover extractors -
high-powered carpet cleaning tools owned by only 15% of US
Wheatley said that restoring Hoover to its position as ’a
knowledge-broker on the subject of floor care’ is also essential. ’It
plays right back to the core equity of the Hoover brand name.’
While Wheatley and Gold declined to say how much Hoover will be spending
on PR, Wheatley noted the company is his 30-person firm’s largest
Wheatley Blair also does work for First Alert and Turtle Wax.
Hoover is still the leader of the dollars 4 billion US vacuum-cleaner
market, and is also the leading seller of extractors. In order to
maintain this market position, the company will also increase ad
spending and unveil a new slogan (’Deep down, you want a Hoover’).