Hayes To Launch Major TV Advertising Campaign
ATLANTA, GA Sept. 24, 1996 - Hayes
Microcomputer Products, Inc. the company that
invented the modem for personal computers, is launching a national TV advertising
campaign with 60-second spots that will saturate national cable TV networks starting
The advertising campaign, conceived around the themes "How Fast Do You Want to Get
There?," is intended to stimulate demand for the company's ACCURA line of high-speed
modems. Special promotions and dealer incentives will complement the pull marketing
effort behind the ACCURA, an analog data communications product operating at top
speeds of 33.6 kbps and boasting the full compatibility and ease of use that have made
Hayes the industry standard.
The initial TV campaign, created by Lighton Colman of Chicago, will deliver over 1
billion targeted advertising impressions on major cable networks, including CNN, ESPN,
CNBC, CNN/Headline News, Sci-Fi Channel, MSNBC, Discovery Channel and Comedy
Central during the period of the campaign, which will carry through to the end of January
The TV blitz is part of an aggressive new marketing focus at Hayes, which has emerged
from Chapter 11 with new investors, a restructured business model and a greatly
strengthened management team. Since its reorganization, Hayes has posted the two best
financial quarters in the history of the company. The company recently hired Marshall
Toplansky, a former top marketing executive and growth strategist at U.S. Robotics, along
with other senior marketing and channel executives. In addition to the new advertising
campaign, Hayes also has initiated a full-fledged international public relations program
under the direction of Edelman Worldwide.
"We intend to generate demand for our modems by communicating to consumers the
essence of the Hayes brand...we make it fast and easy to communicate through your
computer," said Toplansky, who serves as Hayes' vice president of corporate marketing.
"It is clear, for example, that there is an amazing wealth of information and entertainment
on the Internet. People just cannot get at it without a high-speed modem. And while the
industry - including Hayes - pursues higher and higher bandwidth solutions, such as cable
modems and ADSL, our research indicates firmly that 33.6 kbps over standard phone lines
is the 'here and now' opportunity in the marketplace."
The new TV advertising campaign will work hand-in-glove with the company's print
campaign running already in industry trade magazines. The print ads for the ACCURA 33.6
kbps line highlight Hayes' aggressive pricing to both consumers and value-added resellers.
"Historically, the Hayes brand has stood for rugged dependability, ease-of - use and the
best service and support in the business," Toplansky said. "Our marketing also will begin
to underscore the affordability of the products."
The TV spots will incorporate an aggressive call to action laden with dealer incentives
and promotions. Buyers of the new ACCURA 36.6 kbps, for example, will be offered a
$20 rebate on the purchase plus 30 days of free, unlimited access to the Internet through
their choice of America On-line, CompuServe's WOW or Netcom. A toll-free number,
1-888-336-HAYES, will help people find a dealer near them. The ACCURA line will be
carried by leading retailers, including CompUSA, Best Buy, MicroCenter, Fry's and
Based in Norcross, Georgia, Hayes markets its ACCURA, OPTIMA, Practical Peripherals
and CENTURY brands of personal computer modems and remote connectivity system
products worldwide. With distributors in more than 45 countries, it is one of the largest
manufacturers of modems in the world.
NOTE: Hayes and the Hayes logo are trademarks of Hayes Microcomputer Products, Inc.
Other trademarks are trademarks of their respective companies.
CONTACT: Angela Hooper, Hayes
Microcomputer Products, Inc.,770-840-9200, ext. 6030; Fax: 770-441-1238 or Internet:
"Fretter has been in the process of closing all of its store
locations and liquidating its assets to pay creditors over the past
year," a Fretter spokesperson stated. "Although it had been hoped
that the liquidation could be completed without a bankruptcy filing,
it became clear to the Company that, under the circumstances, the
liquidation of our remaining assets and distributions to our
creditors could be completed in the most orderly, efficient manner
possible through a Chapter 11 filing."
/CONTACT: Jim Potts of Fretter, 810-220-5040/
Daniel H. Levy, Best Products' Chairman and Chief Executive
Officer, said: "The decision to file was a difficult one. Best
Products has been considering all its alternatives, including the
consideration of a proposed offer of merger made by Ocean Reef
Management, which was withdrawn. However, in the circumstances of
contracting credit and the necessity to preserve the value of the
assets and properties of Best Products, it was determined that the
overall interests of of our customers, vendors, associates and
stockholders required immediate action be taken so normal operations
may resume as expeditiously as is possible."
"As the case goes forward, Best Products will continue to
evaluate and take actions that will serve the best interests of all
parties," Levy said. "In the interim, Best Products will continue
the process begun earlier this year of transforming its business
from a retail catalog showroom to a more customer-friendly retail
format. We believe this action will minimize the impact to our
vendors and associates."
Best Products also announced it has obtained a Chapter 11 debtor-
in-possession credit facility from CIT Group/Business Credit, Inc.,
subject to approval by the bankruptcy court, in the amount of $250
million with a sublimit of $100 million for the issuance of letters
of credit. The debtor-in-possession facility has a term of 30
months and is unsecured.
Levy said, "The commencement of the Chapter 11 was precipitated
by Best Products' continuing sales decline and resulting
deterioration of vendor support. These factors disrupted the
transition to the new format, and the process of stabilizing the
company became increasingly difficult. Without adequate and
balanced inventories for the important holiday season, Best Products
would not realize the benefits of the changes being implemented.
The CIT debtor-in-possession credit facility will enable Best
Products to restore merchandise shipments and allow it to take
advantage of the Christmas retail season."
Best Products, a specialty retailer offering category-dominant
assortments of jewelry and home furnishings, operates 169 Best
stores in 23 states. The company also operates 11 Best Jewelry
stores and a nationwide mail-order service.
CONTACT: Investor Relations