Educational seminars set for market

By Furniture Today Staff -- Furniture Today, September 7, 2009

All seminars held in the WHFA Retailer Resource Center on the 16th floor of WMC's Building B unless otherwise noted.

Monday, September 14

8:30 - 9:30 a.m.

Success in Spite of the Economy

Philip Gutsell, Gutsell & Associates

You have squeezed all the fat out of your overhead and traffic is more difficult. Now what do you do? Gutsell will show the strategies and promotions that are getting profitable results in spite of a tough economic condition. Included are case histories on advertising, gross margin and volume results. Sponsored by WHFA.

8:30-10 a.m.

First Look: Las Vegas — Live Market Guide to New Products and Trends

Julie Smith

First Look: Las Vegas is a definitive guide to new, noteworthy and exciting products and collections launching this market in World Market Center showrooms. First Look lets retailers and interior designers set a course for their shopping by touring top-performing products in several categories and relevant price points. Attendees will receive a copy of the First Look product trend tracker guide. Sponsored by WMC. Building B, 16th floor, Bella Vista Bistro

10-11:30 a.m.

Wondering How to Get Online Shoppers to Visit Your Brick and Mortar Store?

Sharon Gillis, JGSullivan Interactive/www.JGSullivan.com

Learn how to use Google, social media and your Web site to capture consumers who are using the Internet to make their furniture buying decisions, and bring them into your showroom to increase sales offline. Gillis will offer actionable Internet marketing tactics such as: How to use Google to help home furnishings shoppers find you online, questions to answer before you build or redesign your Web site, how a great Web landing page brings consumers offline and into your showroom, turning online leads into showroom sales and more. Sponsored by NHFA and Sharon Gillis, JGSullivan Interactive/www.JGSullivan.com

10:30-11:30 a.m.

Trends from the Inside Out

Robin Waters

Waters, the former vice president of trend, design and product development for Target, will provide an environmental scan of the macro marketplace that will take listeners deep inside the hearts and minds of the consumer. Her presentation will challenge her audience to look at trends from the inside out by focusing on what's important in addition to what's next. Sponsored by WMC. Building B, 16th floor, World Forum

11 a.m.-Noon

What Happens in Hollywood Stays in Las Vegas

Beth Rubino, Ellen Tortleben, Leslie Frankenheimer, Mary Ann Biddel, Mel Cooper and Victor Zolfo

Join six award-winning decorators for an entertaining look into the crazy ways of Hollywood set decorating. Includes set designers for “Seinfeld,” “Entourage,” “Something's Gotta Give,” “West Wing,” “The Curious Case of Benjamin Button,” “True Blood,” “Carnivale” and “Twilight.” Get insider advice on how to fast-track your product to Hollywood. Sponsored by WMC and the Set Decorators Society of America. Building C, C-345

11 a.m.-Noon

Why the Furniture Industry Has Changed More in the Last Five Years than in the Previous Century

John Kelly

Kelly has been a spokesperson for the American Hardwoods Export Council for eight years and has spoken in Asia and Europe. He will explore the changes wrought on the home furnishings industry by global warming, devaluation of the dollar, energy prices, the shrinking labor supply, the escalating price of raw materials and geopolitical maneuverings. His presentation also covers issues including the Internet generation, the influence of fashion on furniture and modifications to the supply and marketing chain. Sponsored by WMC. Building B, 2nd floor, Living Green Pavilion

12:30-1:30 p.m

Internet Success Made Easy (And Made for Your Budget)

Andy Bernstein, FurnitureDealer.net

Think your store can't afford a winning Internet strategy? Think again. How can local retailers (with showrooms, inventory, expert sales assistance, good reputations, delivery and after sale service) convert online shoppers into profitable customers? Superstar Web sites focus on three things: the online showroom or product catalog, online marketing, salespeople and selling processes. Come to this presentation and learn how you can differentiate your company and do it easily. Bring a business card and win a free Web site. Sponsored by WHFA.

1-4 p.m.

Web Summit 3.0

Ron Carpenter, Strategic Marketing Solutions, LLC; David McMahon, ProfitConsulting; David Lively, The Lively Merchant; Renee Loper, Aspenhome

The third industry-wide Web Summit will offer real-world information and strategies in all areas of electronic media for the furniture industry. It will cover implementation of e-mail marketing and social media and will tell how to garner the best results. The Summit will demystify online furniture shoppers, telling who they are, what they're like and why they buy. Aspenhome will offer a Web strategy from a vendor's perspective. Sponsored by WMC, Home Furnishings Independents Assn. and The Lively Merchant. Building C, C-976

1:30-2:30 p.m.

Romancing the Stone: Floor Covering as Fashion in a Difficult Environment

Tim Sullivan

Learn how to talk about floor coverings as fashion and to de-emphasize manufacturer-focused speak while putting the emphasis on aiding consumers, most of them women, in making intelligent decisions on type, colors, textures and price in an often overwhelming retail environment. Sullivan will also touch on retail floor plans, product adjacency, fixtures and graphics. Sponsored by WMC. Building C, C-807

2-3 p.m.

Courting Convertible Customers: How to Appeal to the Small Space Market

Libby Langdon

Langdon will discuss design in small spaces with furniture retailers and manufacturers, offering ways to court the small-space consumer. She is an interior designer and expert commentator on HGTV's show “Small Space, Big Style,” and her designs have been featured in numerous shelter magazines. She is a small-space expert for Decorating with Style, Budget Decorating, Glamour and other design magazines. Sponsored by WMC and WithIt. Building B, 16th floor, Worldview on Sixteen

2-3 p.m.

Every Customer Counts

Arnie Capitanelli, Experience Relationship Programs

How do you define your customer experience in order to maximize each opportunity and create loyalty to the brand? How do you exceed customer expectations? Every Customer Counts is a five-pillar concept that focuses a retail organization on customer-centric activities that maximizes the potential of each transaction and exposes erosion in the disciplines that define a superior customer experience. Join Capitanelli as he shares real life experiences and proven methods for maximizing each transactional opportunity. Sponsored by WHFA.

2-4 p.m.

Las Vegas is The Money Market

Small Business Administration

Looking for money? Need financing? Access to capital? Experts from the Small Business Administration are available to walk you through the myriad of interest-free loan-guarantee programs available to American businesses — up to $4 million for fixed-asset financing or $2 million for capital loans. Whether you need millions or a few thousand, there is an SBA loan program for you. Learn from SBA administrators what is available, who is eligible and how to apply. After the presentation, counselors will provide one-on-one assistance with the application process and information on how to best access these funds through your local banker. Sponsored by the Small Business Administration. Building C, C-412

2-4 p.m.

Shopping Green: Las Vegas Market's New Good Guide Program

Jeff Hiller

More and more consumers are looking for sustainable furnishings, and this seminar will help you find it at the Las Vegas Market. What are the best available green options? Where should you look? What questions should you ask? Simple, concise information is provided along with a detailed description of a new Good Guide program exclusive to the World Market Center that ranks companies based on their verified offerings. Attendees will receive a booklet with listings and locations of qualifying companies at market. Sponsored by WMC and Sustainable Furnishings Council. Building B, 2nd floor, Living Green Pavilion

2:30-3:30 p.m.

Social Media Marketing: Create a Winning Strategy for Your Business

Greg Panos, Panos Creative and Kidzbiz Marketing & Consulting

Social marketing is cutting edge, and in order to survive (and thrive) in this tough economy, the savvy business is the one that understands and utilizes this marketing method. Panos has 30 years of retail experience. As an entrepreneur, he has specialized in the juvenile and toy industries and has operated award-winning specialty stores. Sponsored by WMC and Vegas Kids. Building C, C-1095

3:30-4:30 p.m.

10 Proven Steps to Increase Profits with a Successful Promotion

Denise Mae Scattergood, Sale-in-a-Box

Scattergood will teach 10 proven steps to create a successful promotion or event that motivates customers to stay and buy today. Her presentation will offer the tools to target the right audience, choose the right message and create the right atmosphere, on the way to increasing sales and gross profits. Sponsored by WHFA.

4-5:30 p.m.

How to Build a Business Warren Buffet Would Buy

Bill Child and Jeff Benedict

Join Bill Child, chairman of Salt Lake City-based retailer R.C. Willey, and author Jeff Benedict as they discuss Benedict's book, “How to Build a Business Warren Buffet Would Buy.” Benedict, in conversation with Child, will explore the R.C. Willey's business approach, which allowed it to grow from a single small storefront into a multimillion-dollar company. Sharing valuable life lessons about leadership, frugality, honesty, integrity, innovation and customer service, Benedict and Child will inspire audiences with this rags-to-riches story. A wine and cheese reception and book signing will follow. Sponsored by WMC. Building B, 16th floor, World Forum

4-6 p.m.

Current Interior Design Legislation

Adrian Small

A founding member of the Assn. of Interior Design Professionals, Small has published a number of articles on legislation affecting the interior design profession. She is a CQRID Certified Residential Interior Designer. Her seminar covers all aspects of interior design legislation, including which states have it and its effect on the interior design community. The seminar will be followed by a wine and cheese reception for AIDP members. Sponsored by WMC and Association of Interior Design Professionals. Building C, C-806

Tuesday, Sept. 15

8-9 a.m.

Export Experts

Andrew Edlefsen, director, Las Vegas Export Assistance Center, U.S. Department of Commerce

In today's struggling economy, companies are being forced to diversify and look beyond the U.S. borders for opportunities in order to survive. The U.S. Commercial Service, part of the Department of Commerce, provides assistance to U.S. companies in their exporting and international expansion efforts. With more than 100 offices in the U.S. and in 85 countries, the USCS serves as a global network of trade specialists providing resources and services to exporters. Come and learn about the valuable assistance the government can provide. Sponsored by WMC. Building B, 16th floor, World Forum

8:30-9:30 a.m.

Road Map to Sales Success

Mark Lacy, The Furniture Training Co.

The secret to getting your salespeople to sell more furniture is their having the product knowledge, selling skills, and fashion expertise to gain the confidence and trust of shoppers. Shoppers only buy from salespeople they trust. This seminar will teach a systematic and easy to implement training plan for your sales associates. Also receive a free four-color poster, “Road Map to Sales Success.” Sponsored by WHFA.

10-11:30 a.m.

Social Media 101: Is It Really Worth All the Hype?

David Lively, The Lively Merchant

This presentation will delve deeply into the reality of social media in the furniture industry. You'll learn to cut through the bull and will leave the room with enough information to decide how to best implement a strategy in your business. Sponsored by WHFA.

10:30-11:30 a.m.

Color Trends of Tomorrow

Jackie Jordan, forecaster and director of color marketing for Sherwin-Williams

Which colors will help define architecture and design next year? Jordan will offer a first look at upcoming color trends, looking at what's in, what's out, and what specific colors can do for our state of mind. Jordan will identify the leading shades and major players for 2010. Following Jordan's color trend presentation will be a reception in the Robert Allen/Beacon Hill showroom, C-101. Sponsored by WMC. Building B, 16th floor, World Forum

11 a.m.-Noon

Studying Green: 2009 Consumer Study Results

Jeff Hiller

Results of a national tracking study on green furnishings, co-sponsored by the Las Vegas Market, will be released here for the first time. The research qualifies consumer awareness, concern, purchase interest and price sensitivity, among many other measures, all with trend data that indicate not only where things are but where they are headed. Surveys were fielded this August, so the information is current. Added this year were questions about green hospitality and interior design. Sponsored by WMC and Sustainable Furnishings Council. Building B, Second Floor Living, Green Pavilion.

Noon-1:30 p.m.

Successful Strategies through Turbulent Times: Power Lunch with Howard Putnam

Howard Putnam

Throughout his illustrious career, Putnam has not only survived but thrived by taking advantage of the opportunities for change and transformation in turbulent times. As the former CEO of Southwest Airlines, Putnam led the carrier through airline deregulation while tripling the airline's size and profits. His presentation will focus on leadership, innovation, change, people and ethics. Seating is limited. RSVP to powerlunch@lasvegasmarket.com. $10 suggested admission at the door, with proceeds going to City of Hope. Sponsored by WMC. Building C, C-469.

12:30-1:30 p.m.

How to Get New Customers into Your Store Everyday

Daryl Oldenkamp, Color Ad

Learn how to get consistent and predictable results from a truly grassroots approach to branding each store through direct “marriage mail” and newspaper inserts. Discover the powerful, high return on advertising investment experienced by top manufacturers like Ashley, Serta, Tempur-Pedic and many others. Sponsored by WHFA.

2-3 p.m.

Designing Green: Sustainable Design Symposium

Sustainability is a hot topic in interior design. It has taken the commercial building side by storm through LEED, and now is about to crash into home furnishings in a big way with many celebrity designers like Thom Filicia of “Dress My Nest” and HGTV's Angelo Surmelis already on board. This seminar starts with specific guidance on key sustainable design issues, then lets you hear from prominent designers in a roundtable discussion format. (1 CEU). Sponsored by WMC and Sustainable Furnishings Council. Building B, 2nd Floor, Living Green Pavilion

2-3 p.m

E-mail Marketing — How to Get Started Right

Ken Mahar, E-mail Broadcast

E-mail marketing has the No. 1 return on investment of any marketing medium, according to the Direct Marketing Assn. If your e-mail marketing campaign is nonexistent, or isn't delivering huge results especially in this economy, don't miss this presentation. Mahar will share secrets garnered from nine years of experience serving clients like More Furniture and Ivan Smith Furniture. You'll learn how to get started, and how to do e-mail marketing right, in this interactive program. Bring a business card to win the door prize. Sponsored by WHFA.

3:30-4:30 p.m.

Generation Speak

Rich Kizer and Georganne Bender, Kizer and Bender Speaking

Do you speak the same language that your customers speak? Do you understand generational nuances — the things that make each generation who they are? Do you know the attitudes and values of each generation, how those values were formed, and why they are important for your success? Do you know their secret languages, favorite methods of communication, and how they buy? It's dangerous when you don't because what works for one generation is kryptonite to another. Sponsored by WHFA.

4-6 p.m.

The Greening of the Bedding Industry: Progress report and SSA Panel Discussion

Specialty Sleep Assn. panelists discuss the state of the industry and green initiatives for bedding. Sponsored by WMC and the Specialty Sleep Assn. Building C, C-1350

Wednesday, Sept. 16

8-9 a.m.

Ahead of the Curve: A live and online look at upcoming home design trends

Moderated by Susana Salk. Panelists: Vicente Wolf, Timothy Corrigan, Laura Kirar

Join some of the nation's leading designers in this Web-cast featuring upcoming home design trends as discovered at the Las Vegas Market. Design expert and “Today” show personality Salk moderates the discussion. Fast-paced and interactive, this presentation will give you direct access to fresh style directions and home trends. Sponsored by WMC. Building C, C-332

10-11 a.m.

Licensing: Which Business Model Is Right for You?

Gregory Vargo, Vargo Design Licensing

Vargo Design Licensing is a New York City-based marketing and licensing firm that specializes in establishing product programs for brands, designers and celebrities. Greg Vargo has more than 20 years of experience in the creation and fulfillment of licensing programs and he will outline the steps involved in licensing strategies and the various business models in use in the industry. Sponsored by WMC. Building B, 16th floor, World Forum.

10-11:30 a.m.

E-Commerce and the State of Media for Retail Furniture

David Lively, The Lively Merchant

The 2,000-plus car dealerships that lost their brands this year probably never thought it would happen. Is the furniture business heading down the same path? This session will offer a possible glimpse at the future of furniture retail. Sponsored by WHFA.

11 a.m.-Noon

Design 20/20: Celebrating the Past 20 Years of Design

Dan Carithers, Margaret McCurry, Bill Diamond and Tony Baratta

Join designers from Traditional Home's Top 20 Icons of Design and other industry representatives as they reflect on the past 20 years of design. The discussion will include classic pieces that have changed the way we decorate today, household products that have become “design paradigms” and inspirational ideas from the panel on how to incorporate iconic pieces into everyday decor. Sponsored by WMC, Traditional Home Magazine and Las Vegas Design Center. Building C, C-345

11 a.m.-Noon

Sustainable Sourcing: Standards, Certifications and Eco-Labels as the Building Blocks to Selecting Green Product

Deborah Dunning, The Green Standard

Dunning, president and CEO of The Green Standard, with nearly 25 years of experience in the field of sustainability, will discuss sustainable sourcing. She will delve into the most reliable resources to facilitate the sourcing of truly green products and elevate the sustainability of your projects. Attendees will learn to assess how green a product is by using tools that feature a holistic approach using life-cycle based metrics. Sponsored by WMC. Building B, 2nd floor Living Green Pavilion

12:30-1:30 p.m.

Great Employees Aren't Sea Monkeys

Phyllis Zaepfel, Profitsystems

In this seminar, you will learn best practices in recruiting and hiring the right people for the right job. We will examine training methods for developing your staff into experts and how to productively use your resources to create a dream team. Sponsored by WHFA.

1-2 p.m.

Closing Time: Sales Tools & Training for Higher Close Rates

Jeff Hiller, ProAction Marketing Group

Customers have never been more hesitant to make a commitment, and you cannot afford to lose a single one. Skilled salespeople still get a sale, a return appointment, or contact information 75% of the time. This seminar goes beyond the traditional relationship-selling model with specific techniques for effective staff outreach to generate pre-qualified traffic, facilitate in-store decision making, create buying urgency without deep discounting, overcome standard objections and do relentlessly effective follow-up. All salespeople can improve their close rates up to 3 points, making average performers strong. Sponsored by WMC and ProAction Marketing Group. Building B, 16th floor, World Forum

1:30-2:30 p.m.

The Ever-changing World of Interior Design: An IIDA Panel Discussion

Cheryl Durst, Derrell Parker, Brian Thorton, Melinda Scheckells

This lively and informative panel discussion will address how the current economic shifts are affecting interior designers' interaction with their clients and how they are addressing and conducting the business of providing design services. Durst, CEO and executive vice president of the International Interior Design Assn., will moderate the discussion. The program will be followed by a wine and cheese reception. Sponsored by WMC and IIDA. Building C, C-332

2-3 p.m.

Smart Moves in Slow Times: Turn On Your Profits with Lighting Sales

Joe Rey-Barreau, associate professor, School of Interior Design, University of Kentucky

From capitalizing on current consumer interest in energy efficiency to enhancing your retail vignettes, this seminar will show you how to maximize your share of lighting sales. Lighting can be an effective profit center in any economic environment, but it's also important to recognize tried-and-true opportunities to take advantage of it while traffic is down, to improve your post-recession positioning and profitability. Included in this dynamic seminar will be examples of ingenious lighting display ideas proven to get results, and the biggest mistakes to avoid. Sponsored by WMC and Residential Lighting Magazine. Building C, C-1095

2-3 p.m.

The Grand World of Green: An International Perspective

Nestor Pineda, The Phillips Collection

A comprehensive seminar on global issues presented in Spanish by Nestor Pineda of The Phillips Collection. Topics include common environmental concerns, carbon emissions by country, availability of certified wood, and sourcing options for many different types of sustainable components. Sponsored by WMCLV, the Sustainable Furnishings Council, and The Phillips Collection. Building B, 2nd Floor Living, Green Pavilion

2-3 p.m.

The Profit Matrix in This Economy

John Egger, Profitability Consulting Group

Profit analyst John Egger will discuss real examples of how to add to your bottom line. Sponsored by WHFA.

3-4 p.m.

20/20 Design: The World of Design in the Year 2020

David Easton, Nina Campbell, Charlotte Moss, Jamie Drake

Come look into the future with select Traditional Home Design Icons and other industry experts as we predict the “world of design” in the year 2020. Learn, debate and discuss how to be prepared for the evolving world of green design and technology for the future, and how to start embracing these practices today. Sponsored by the Las Vegas Design Center, Traditional Home and WMC. Building C, C-345

3:30-4:30 p.m.

Create Your Own Stimulus Package

Brad Huisken, IAS Training

In these tough economic times, furniture retailers can't afford to sit back and continue to do things the way they have always been done. Furniture retailers have to do something different to distinguish themselves from their competition. Brad Huisken will discuss various ways that furniture retailers can increase their sales and profits in a fun and motivational seminar. In addition, he will detail five proven ways that salespeople can increase traffic in the store. Sponsored by WHFA.

4:30 - 5:30 p.m.

Design Icon Featuring Vicente Wolf

Vicente Wolf

World Market Center will honor Wolf as a Design Icon. The award honors design legends, giving them a platform to share their stories and inspire and educate future designers. Wolf joins the ranks of prominent past recipients such as Roger Thomas, Vladimir Kagan and Larry Laslo. Wolf is a New York-based designer whose wide-ranging portfolio includes photography, art collecting, interior design and global travel. House Beautiful named Wolf one of the 10 most influential designers in the United States, and Interior Design Magazine inducted him in its Designer Hall of Fame. Sponsored by WMC and the Las Vegas Design Center. Building B, 16th floor, World Forum

8:30-9:30 p.m.

Five Secrets to Better Bedding Sales

Gerry Morris, SleepTrust

Morris, a veteran sales trainer and mattress industry leader, will deliver ideas, concepts and practical advice to help mattress retailers create new sales opportunities, even in today's difficult economic climate. For more than 20 years, Morris has shared his wit and wisdom with thousands of sales associates and mattress retailers. He is the author of two of the industry's most popular books, “Spring Training” and “Sell More Beds Guaranteed!” Sponsored by WHFA.

Thursday, Sept. 17

8:30-9:30 a.m.

Non-Negotiable Sales and Customer Service Standards

Brad Huisken, IAS Training

What do these companies have in common — Fedex, Ritz-Carlton, McDonald's, Disney, Hertz, IBM and Nordstrom? They all have non-negotiable sales and customer service standards. Huisken will deliver a fun, informative and motivational seminar on why furniture retailers should have non-negotiable standards; what your standards should be; and how to implement them into your store. Huisken believes that people want and need discipline, and that every store needs rules and regulations just as we need laws as a society. Sponsored by WHFA.

9 a.m.-3 p.m.

Green Leaders Certified Sustainability Training

Jeff Hiller

This six-hour exam course was developed in conjunction with the Sustainable Furnishings Council, the leading organization in green home furnishings. This is the most comprehensive training program available, providing manufacturers, retailers, sales representatives and designers with the knowledge and credentials to differentiate themselves as experts in sustainability. Written by an accredited LEED professional, this is a fee-based course that requires registration. Contact susan@sustainablefurnishings.org. (6 CEU) Sponsored by WMC and the SFC. Building B, 2nd Floor, Living Green Pavilion

10-11 a.m.

Measuring the ROI on Social Media: Case Studies from the Furniture Industry

Kathy Ireland and Leslie Carothers

Learn tips and strategies for utilizing social media in your business and analyze the return on investment from Facebook and other networking platforms in the home furnishings industry. Sponsored by WMC. Building B, 16th floor, World Forum

10-11:30 a.m.

Successful Advertising in the Digital Age — Web Sites, Social Media and E-Promotions

Doug Knorr, Knorr Marketing Group

In this fast-paced session, Knorr will walk you through the steps you need to build a stronger online presence and increase your customer outreach and build loyal relationships with one-on-one customer communications. Using samples and real case studies, you will see how rich Web site content and integrated promotions, with traditional media, e-mail, search engine optimization, videos, social media and blogs across multiple communication platforms, are needed to reach your customer today. Sponsored by WHFA.

12:30-1:30 p.m.

It's Not Business as Usual in Today's Challenging Real Estate Market

Julius Feinblum, Julius Feinblum Real Estate

Retailers must cut their real estate expenses, including rent, taxes and common area maintenance, and must reposition and take advantage of lower rentals available. One- to four-store players can take advantage of these low real estate prices. Feinblum will show actual cases where these issues have been taking place and how to take advantage ASAP. This might be the greatest retail furniture and bedding real estate opportunity since 1947. Sponsored by WHFA.

2-3 p.m.

Fear is No Longer a Factor. Software Conversions — Not What They Used to Be!

Mark VanWinkle, Storis

Change now can also be easier on your operations because time is available to implement and monitor new processes. This seminar will cover the successful processes necessary to transition from one retail software solution to another. Logistics of managing the project and methods of training will be covered. A technical background is not necessary to gain knowledge from this seminar. Sponsored by WHFA.