By increasing its participation base to renters, and executing a more targeted social and web campaign, International Market Centers, L.P., (IMC) declared it the most successful National Home Furnishing Month to date, drawing nearly 118,000 entries, an 11% increase compared to last year's campaign. The official site, HomeYet.com, drew 128,814 unique visitors and 316,780 page views.
The industry-wide program was designed to drive sales to participating retailers and offer consumers sage advice on home décor. Since inception, the Is It Home Yet? campaign has been offered as a complimentary service to retailers. This year's campaign attracted 15 percent more stores than last year.
This year's industry-wide retail campaign was geared towards a large American demographic: renters. The third annual consumer campaign, sponsored by received more dealer participation and support from the community than ever before.
The month-long promotion, which ended Sept. 30, expanded the grand prize, which previously only offered mortgage payments for one year, to now include rent to the offer.
The Is It Home Yet? Facebook fan base in 2011 increased to 51,396 at the conclusion of the campaign, a 20 percent growth in "Likes" over last year's campaign. The campaign also received an above average click-through rate on web-based media this year. Out of all the consumers who entered the sweepstakes, 45 percent said that when shopping for furnishings they would mostly seek expert advice and information in stores and 32 percent said they would use the internet.
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