Would a unified voice stimulate more business?
By Ray Allegrezza, Editor in chief -- Furniture Today, February 24, 2002
Since Sept. 11th, there has been an outpouring of sentiment for greater solidarity throughout the United States. While by no means do I think we are heading into an era of isolationism, I do believe the terrorist attacks have fostered a markedly renewed united-we-stand mindset.
Let's face it: Unity and clout tend to travel in the same circles. Most would agree that one 300-member group of essentially like-minded people is, typically, more formidable and more influential than three 100-member groups, each with its own agenda.
Lately, there seems to be a growing number of furniture people wondering if that logic should be applied to our industry associations.
Depending on your perspective, we are either blessed or cursed with a host of industry associations: the American Furniture Manufacturers Assn., International Home Furnishings Representatives Assn., National Home Furnishings Assn., International Wholesale Furniture Assn., etc. And let's not forget such worthwhile industry-related groups as WithIt or the Accessories Resource Team.
You get my point. There certainly is no shortage of associations designed to support and heighten awareness of our industry. But some observers say that, despite the best efforts of all those groups, what we lack is a short list of industry-wide initiatives that could, upon successful completion, benefit the entire home furnishings arena.
Which, I might add, is not for lack of trying. Some years ago, the Home Furnishings Council sought to boost the industry's image by creating an alliance with about 20 home furnishings industry associations. The idea was that a unified group could better reach the consumer.
When that balloon failed to fly, AFMA stepped up with a public relations campaign designed to garner greater consumer awareness of our products. Even so, those favoring one industry association say we have yet to roll up our sleeves.
Would one mega-association give the industry more clout in Washington? Would one unified group be better able to address some of the nagging issues such as delivery, bar coding and supply chain management? Would one voice be better able to convey a unified message to consumers? Those in favor of one industry association point to the successful image and slogan campaigns of other groups.
Everybody has seen the Got Milk? ads. We all know that "A day without orange juice is like a day without sunshine." Thanks to the Pork Growers Assn., most of us know that pork is "the other white meat."
Could we do the same thing for furniture, given ample funding? I'm sure we could. Would a great campaign and a catchy slogan prompt consumers to run out and buy more furniture? I'm not sure.
But I do think that a strong, unified voice might be better heard than a series of separate whispers. What do you think? And just for fun, give me your best idea for an industry slogan.
You can reach me at rallegrezza@cahners.com. Go for it!
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