Aarons 2011 Annual Report Download - page 11

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environments. We encourage product ownership and work
hard with every customer to craft an affordable and sustainable
monthly payment. Over 90% of Aaron’s customers are on
a monthly payment plan with the remainder paying semi-
monthly or weekly.
Aaron’s® brings price, variety and quality to the showroom floor.
Aaron’s has the purchasing power in the market place to secure
the best pricing on the best products for our customers. We are
constantly working with vendors to bring the latest products to
our showrooms at prices our customers can afford.
High-definition televisions have become a signature feature of
family rooms and we have models up to over 80 inches in size
with the most up-to-date features. We offer gaming systems,
computers and now tablet computers. Furniture, bedding,
and appliances also remain a significant component of our
product offerings.
Our Woodhaven manufacturing division, which supplies the
majority of our upholstered furniture and bedding, keeps up
with color and style trends and builds durability into all our
products. Sixteen fulfillment centers make possible next-day
delivery in nearly all of our markets, at no cost to our customer.
Aaron’s® brings the message to millions of consumers each year.
As Aaron’s stores have come to more and more communities,
local marketing has been paired with a national branding
campaign. Direct mail circulars to selected neighborhoods are
the bread and butter of our marketing program and we now
deliver 27 million circulars each month.
Aaron’s marketing reaches out into the communities we serve.
We have sponsorship agreements with over 30 collegiate
athletic programs and numerous professional sports teams.
Our signature marketing affiliation for 10 years has been with
NASCAR. We sponsor the Michael Waltrip Racing Team
with future Hall of Famer Mark Martin driving the No. 55
Aaron’s Dream Machine Toyota honoring Charlie Loudermilk’s
founding of Aaron’s in 1955. He’ll share the Aaron’s Dream
Machine with two-time Daytona winner Michael Waltrip who
will drive in selected races. The Company sponsors the Aaron’s
499 Sprint Cup and the 312 Nationwide Series races at the
Aaron’s Dream Weekend at the Talladega Superspeedway each
year. There are several contests and sweepstakes tied to this
event as well as advertising and promotional tie-ins. The Lucky
Dog mascot, an integral part of our NASCAR sponsorship, is a
popular addition to store openings and promotions.
In 2011, the Company launched its first national advertising
program, a key part of our branding program. The goal in
2012 is to have our marketing and branding efforts fully
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20112010200920082007
Store Growth
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