Aarons 2005 Annual Report Download - page 13

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11
referral coupons, grand opening catalogs, VIP cards
and door hangers, which can be used by store managers
depending on local market dynamics. In addition, over
the past year, all in-store signage has been retooled with
improved graphics and detailed information on the
advantages of leasing. The Company has developed
targeted marketing for the Hispanic community, utilizing
Spanish-language print and broadcast media. Aaron’s in-
house advertising and promotions department distributes
over 20 million direct mail circulars each month which
highlight featured merchandise and illustrate the cost
advantage to consumers of sales and lease ownership
compared to competitors’ rent-to-own programs.
Asignificant portion of the marketing program is based
on the “Drive Dreams Home” sponsorship of NASCAR,
asportwith demographics highly aligned with those of
the Company’s customers. To celebrate the 50th anni-
versary of Aaron Rents, the Company planned a full year
of marketing and promotional activities culminating with
the awarding of a grand prize — a 1955 mint condition
Chevrolet Bel Air —
at the Texas Motor
Speedway in November
of 2005. Aaron’sSales
&Lease Ownership is
the title sponsor of the
2003 –First stores
in Canada opened,
by franchisee
2004 –Move from
semiannual to quarterly
cash dividends,
payout doubled
2005 –Company
celebrates 50th
Anniversary
2005 –Groundbreaking
for 1,000th
Aaron’s store
“Aaron’s 312”
Busch Series race
and the “Aaron’s
499” Nextel race
at Talladega Super
Speedway. The
NASCAR sponsor-
ship is integrated
into advertising, promotional
and marketing initiatives,
significantly boosting the
Company’sbrand awareness
and customer loyalty.
Other key sports sponsor-
ships include rapidly
growing Arena Football,
NBA professional
basketball, wrestling
telecasts and other
regional telecasts.
Marketing programs for the Aaron’s Corporate
Furnishings division are primarily print-based and targeted
to corporate customers. In addition, the division has
anational accounts program that develops strategic
partnerships to service clients’ nationwide needs. As an
example, the Corporate Furnishings division has devel-
oped an alliance with a large trailer company to handle
all of the short-term furnishing needs for trailers used at
NASCAR races. The division is also sponsor of the Tour
de Georgia professional cycling racing program.