Now is the time for retailers to become a part of the largest integrated, consumer-wide marketing effort for the benefit of the home furnishings industry, Is It Home Yet?, and the campaign’s first event, National Home Furnishings Month (NHFM). Beginning today, consumers will be exposed to homeyet.com and learn about the industry-wide drive toward refurnishing their homes, which will culminate with a key retail period from September 19-27.
Since the campaign was announced a few short weeks ago, enthusiasm and support have been building throughout the industry, and beyond. World Market Center Las Vegas has received a tremendous response from retailers, industry analysts, manufacturers and the media regarding the multi layered marketing program, which was created to jumpstart retail sales by encouraging consumers to reinvent their homes via small changes.
The comprehensive, multi-million dollar campaign will include advertising in major home furnishings publications, out-of-home (billboard) and an aggressive online plan on MSN, including sponsorship of the Room Design section that will generate an estimated 150 million impressions.
“This is an unprecedented opportunity to move our industry forward and we have developed several ways in which retailers across the country can benefit from this exciting marketing platform being launched this September,” says Robert Maricich, president and chief executive officer of World Market Center Las Vegas. “We look forward to forming long term partnerships with retailers and associations to give the home furnishings industry a cohesive and powerful voice that will increase share of mind and share of wallet among consumers.”
Retailers can take advantage of this multi-layered campaign in a number of ways. First is through a free “plug and play” advertising toolkit that offers tips and co-op creative assets from the national advertising campaign that can work with retailer’s existing advertising and brand. By integrating with the national campaign, retailers can multiply the reach and effectiveness of the campaign, and ultimately, drive traffic for their stores. These easy-to-use assets, now available to download at toolkit.homeyet.com, include print ads, in-store point of sale displays, email templates, PR ideas and detailed branding guidelines—all designed to help drive consumer awareness and sales nationally during National Home Furnishings Month.
The NHFM program also offers retailers access to enter their company information into the Store Locator free to charge. Located on the homeyet.com site, the Store Locator prominently displays the retailer’s nearest store locations once a consumer enters their zip code. Inclusion in the Store Locator is open to verified retail buyers of September Las Vegas Market who can simply confirm their store listing(s). The Store Locator is also open to members of NHFA and WHFA. Retailers who want to sign up should visit: retailer.homeyet.com.
During Las Vegas Market, retailers can also visit the National Home Furnishings Month Retailer Activation Center located in Building C-412 to get more information on the campaign. Toolkits will be available, as well as seminars and information as to how retailers can benefit from this program, now and into the future.
In addition, the U.S. Small Business Administration (SBA) will hold workshops within the Retailer Activation Center, providing retailers with new ways to infuse resources into their business. Experts with SBA will have information and the tools needed to access up to $4 million for fixed asset financing, $2 million for working capital loans and lesser loans for smaller business needs.
Retailers needing additional information on how to get involved with NHFM or have questions about the Retail Toolkit or Dealer Locator can email firstname.lastname@example.org.
World Market Center Las Vegas is funding this $20 million campaign, with the support of leading trade associations including National Home Furnishings Association (NHFA) and Western Home Furnishing Association (WHFA), Sustainable Furnishings Council (SFC), WithIt (Women in the Home Industries Today), Home Furnishings Independents Association (HFIA) and the American Society of Furniture Designers (ASFD).