PBM launches Custom Content initiative
Furniture Today Staff -- Furniture Today, January 21, 2014
Greensboro, N.C. - Progressive Business Media, the leading business-to-business publisher in the home furnishings arena and parent to Furniture/Today, has launched a Custom Content Division and named industry veteran Kit Falvey as its director.
Falvey, who will be based in Greensboro, reports to Connie Lineberry, Progressive Business Media's executive vice president, creative brand services.
The announcement was made by Matthew Slaine, PBM's CEO.
"In today's increasingly cluttered marketplace, success is based on being able to connect with the right customer with the right message at the right time using the right medium," Slaine said.
"As leaders in print, digital and live content, we know that today's customers are highly sophisticated in terms of how, when and where they access information. Although traditional methods of reaching an audience continue to be effective if done correctly and creatively, companies that fail to understand and utilize varying methods of marketing to an audience will be left behind," Slaine added.
"By bringing Kit on board as a full-time member of the PBM team we are now able to provide custom content, be it print, digital or video, to anyone in the home sector looking to communicate targeted information to their current and potential customers."
Falvey, whose career has focused on marketing and media, began in publishing and advertising with a 15-year stint as an account executive, including time with the Burris Agency, based here. She also co-owed a commercial printing and marketing firm and most recently was the marketing and account director with Pace, a content marketing agency.
"As someone who has always loved furniture and design, I studied interior design in graduate school and was fortunate in that my first job in advertising gave me the opportunity to work with a number of leading furniture and home furnishings accounts," she said.
Commenting on the effectiveness of customized content, Falvey said, "Traditional marketing involves a one-way conversation from the seller to the prospective buyer. But today, people are increasingly sophisticated when it comes to gathering and utilizing information. Increasingly, they want solutions, not a sales pitch, and custom content provides that pathway."
Falvey and her team can supply customers with turnkey custom content solutions that can run the gamut from printed custom publications and newsletters to direct mail pieces, database management and more.
"And online, we can provide an equally comprehensive assortment of customized digital solutions including e-books, microsites, website development and enhancement, white papers, e-newsletters and social media strategies, just to name a few," she added.
PBM has also increased its in house expertise in digital solutions with the recent hire of a digital publisher with a proven track record in this area.
Falvey stressed while she strongly recommends that custom content messaging be used in conjunction with other forms of messaging, studies confirm that 70% of consumers prefer to receive customized information.
"Rather than be sold, customers of all types want to be engaged, informed and educated in a manner that allows them to form opinions that will hopefully move them to action," Falvey said, "but that information has to be relevant, authentic and have real value for them."
Winning in today's market requires an understanding that every seller needs to target multiple customers using multiple platforms, she said.
"My goal is to leverage our leadership roles in each of the markets we serve, tap into our strong relationships with suppliers, manufacturers and retailers and use those elements as the foundation for compelling, focused custom content that exceeds the expectations of everyone concerned," Falvey said.
Falvey, who will be at the Las Vegas Market later this month, can be reached at (336) 605-1021 or at firstname.lastname@example.org.
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