Aarons 2006 Annual Report Download - page 12

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10
year, we have
greatly increased
our use of tele-
vision on both
the national and
local levels. Both
corporate and
franchise stores
benefit from
our national
advertising, which
features a highly targeted campaign to attract more of our
core customers. Over the last year, the national advertising
program has greatly expanded to include Univision, BET,
the NBA on TNT, USA and FX in addition to our strong
NASCAR programs.
We have also increased our sports marketing efforts and
are now part of high-profile partnerships with the Houston
Rockets, the Dallas Mavericks, the Atlanta Hawks and
Thrashers, as well as the Arena Football League and
numerous college athletic programs.
NASCAR continues to be our largest sports marketing
program. In 2000, Ken Butler saw the potential for an
Aaron’s marketing partnership with
NASCAR. Aaron’s NASCAR marketing
efforts have grown as fast as the
sport’s popularity over the last six
years, expanding from the sponsor-
ship of one race at Atlanta Motor
Speedway in 2000 to a full season
partnership for the #99 Aaron’s
Dream Machine with Michael Waltrip
Racing for the 2007 NASCAR Busch
series. Aaron’s continues to sponsor
the Aaron’s Dream Weekend at
Talladega in the spring of each
year, one of NASCAR’s premier
events, featuring the “Aaron’s 312”
Busch race and the “Aaron’s 499”
Nextel Cup race.
In 2006, we introduced “Lucky Dog,” the official Aaron’s
mascot. This professionally designed mascot has made
numerous high-profile appearances at stores, races, on
TV and during special in-race features with our national
television partners. We estimate that over 80 million
people were exposed to the Aaron’s brand in 2006
through our NASCAR marketing efforts, a number
that will continue to grow in the future.
Our marketing efforts are focused, targeted and strongly
negotiated to bring the Aaron’s message to the largest
number of potential customers. Our coordinated marketing
efforts are truly setting Aaron’s apart from the competition.
Lee Landers
Vice President, Chief Information Officer,
Aaron Rents, Inc.
Years with Company: 8
Information technology is involved in every part of the
organization — we support every department within
Aaron’s, from manufacturing to the stores. The IT
Aaron’s