NHFA teams with HGTV to promote furniture purchases
$20 million campaign aims to help consumers
Gary Evans -- Furniture Today, January 24, 2008
KNOXVILLE, Tenn. — Television network HGTV and the National Home Furnishings Assn. announced Wednesday they will launch a $20 million campaign in late summer to educate and motivate consumers to make informed decisions in furniture purchases.
The Preferred Retailer Program will deliver expert information on furniture types, quality and value considerations, design styles and color tips.
The multi-tiered effort will include a co-branded HGTV-NHFA Web site where consumers can find design tools, articles and design ideas, and localized listings of participating Preferred Retailers. The program will be promoted in other media, including print ads and on-air commercials, as well as with in-store materials, all created by HGTV.
HGTV and NHFA will begin presenting the program by appointment and signing Preferred Retailers at the Las Vegas Market next week. The organizations said they have given a handful of retailers a preview, with positive results.
“HGTV is a national home design icon that enjoys an extraordinary relationship with a very home-engaged and loyal consumer,” said Doug Kays, NHFA president. “By leveraging the power of the HGTV brand and the credibility of the NHFA, participants in the Preferred Retailer Program will benefit in very tangible ways, and for probably less than what most stores pay for a half-page, black-and-white Yellow Pages ad.”
An NHFA spokesman said the campaign is expected to be financed at $20 million initially, depending on the level of participation by retailers, and could grow in future years.
“The furniture market has become exceedingly competitive at both the retail and manufacturing levels,” said HGTV President Jim Samples. “After extensive research, HGTV and NHFA recognized the need to reinvent the way this industry does business in order to create stronger connections with consumers and help them make informed decisions.”
The announcement cited a study by research firm OTX in August, in which consumers gave too many options (42%), uncertainty regarding design preferences (41%) and too little information on how to make selections (29%) as factors causing a lack of confidence when buying furniture. Almost 75% of those surveyed said they would use a resource that provided simple, easy-to-understand information prior to buying furniture. More than 40% said they would buy furniture more often if they had greater confidence in their buying decisions.
According to a news release, Preferred Retailers will have to meet standards including membership in NHFA, written consumer rights and guarantee policies, a dispute resolution vehicle, ethics guidelines and community involvement and support.
Detailed information about each participating retailer will be included on the HGTV-NHFA Preferred Retailer Web site, including store hours, lines carried, Web site link, recognition of awards and community affiliations.
Participants also may highlight a sale or the introduction of new furniture lines and use in-store materials to further leverage the program and the HGTV brand. HGTV also will extend its public relations, programming and editorial support to the campaign, offering national spokespeople to created added interest and enthusiasm.
NHFA and HGTV officials will make a presentation to invited retailers at the Las Vegas Market next week. For more information, contact the NHFA.
-
NHFA to explain new HGTV program in Vegas
Jun 22, 2008
Featured Company
-
FurnitureCore.com
FurnitureCore.com is a dynamic web application aimed at the furniture industry. Retailers and manufacturers alike will find our deep reserve of tools to be exactly what their furniture business needs.www.furniturecore.com... more
VIEW ALL GALLERIES
