Promotion
William Henry Hoover realized as early as 1908 that advertising was necessary to tell the country about his suction sweeper, so he placed his first national advertising in the Saturday Evening Post. The ad offered a free, 10-day cleaner trial at home and generated hundreds of inquiries.
Today, Hoover invests millions of dollars annually in memorable television and print advertising that seeks to connect with women to show that the brand understands hectic lifestyles. The company’s current TV commercials focus on the benefits that the buttons on Hoover products provide — the switches, controls, and levers that bring instant convenience and effective cleaning to the consumer. Ultimately, the red Hoover logo, the symbolic “button,” makes all of the other buttons able to transport busy women to a better emotional place because they’ve done their cleaning quickly and easily.
The tagline, “Hoover gets it™,” captures that brand message both literally and figuratively.
Other Hoover promotional efforts include infomercials, editorial placements, trade show participation, third-party TV and radio endorsements, in-store merchandising, and its Web site, www.hoover.com.
