Web Summit shares ideas
By Clint Engel -- Furniture Today, February 16, 2009
LAS VEGAS — LAS VEGAS — If there was one takeaway from the Industry-wide Web Summit here, it was that furniture customers are now connecting online in a multitude of ways.
And if industry players aren't doing the same, they'll soon be left behind.
David Lively, president and CEO of consulting firm The Lively Merchant, showed images of a going-out-of-business sale and said he's concerned that could be the result “for those who do not embrace a digital footprint.”
About 90 people registered to attend the Summit, held in a Harrah's meeting room on Feb. 8, the eve of the Las Vegas Market. Speakers broke topics down to basics — from search engine optimization strategies, to e-marketing and e-commerce, to the rise in popularity and importance of social networking sites such Twitter and Facebook.
Mary Frye, president of Home Furnishing Independents Assn., emceed the event, which was sponsored by HFIA and others who made presentations — R&A Marketing, Partner Marketing, Profitconsulting and the Lively Merchant.
Rick Doran, president and CEO of R&A Marketing, said it's important to take an active part in social networking sites — just like it's important to be active in your local community and join civic groups like the Kiwanis Club.
Doran discussed ways of reaching out online, from organic and paid search to opt-in mobile marketing, blogs and viral videos that include posting furniture commercials on YouTube.
Mark Phelps, president and CEO of Partner Marketing, talked about search engine optimization. That included the pros and cons of organic, or free, search listing and pay-per-click advertising, which generally shows up at the top of a search listing in a shaded box and off to the right among sponsored links.
Phelps leans toward pay-per-click for its quick results, ability to level the playing field and measurable return on inventory. He said an organic listing has the benefit of being free, but can be costly and requires close attention.
David McMahon, director of e-commerce for Profitconsulting, said it's important to make opt-in e-mail messages as specific as possible to individual consumers. For example, maybe a customer who recently purchased a bedroom group but not a mattress should receive a tailored offer about a bedding discount.
Lively presented fresh research that showed that it's not 25- to 44-year-olds who dominate online furniture buying, but rather consumers ages 45 to 64. Retailers need to remember this and make sure they keep their Web sites easy to understand and navigate, he said.
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