NHFA initiative still on
Web-based consumer program a go
By Clint Engel -- Furniture Today, November 17, 2008
HIGH POINT — The National Home Furnishings Assn. said it is making progress on its plan for a consumer awareness campaign, without the help of HGTV or any other co-branding effort.
NHFA's board recently approved a plan for developing an easy-to-navigate Web site portal designed to take consumers through the furniture shopping and buying process — from determining what they need to fit their tastes and lifestyles to finding it in NHFA member stores.
Early this year, the association announced plans for a Preferred Retailer Program that was to be co-branded with HGTV in an effort to build consumer awareness and drive traffic. Stores would have had to sign on to help fund the program.
HGTV pulled out of the program this summer, after it didn't garner enough early commitments to generate the hoped-for $20 million marketing budget.
NHFA later said it would seek a “new name-partner,” but not in the same form as the HGTV arrangement.
“We don't want a partner that is going to tell us who we can solicit ads from or (one that) is taking some of the proceeds or telling us how the proceeds are going to be spent and reinvested,” said NHFA President Doug Kays.
That's why any name partners are now expected to be sponsors of the Web site and the program as opposed to business partners, Kays said.
Kays said the new program NHFA is working on is “bigger and more powerful” than what was planned with HGTV, but added that it's too early to set a launch date. Program details probably will be disclosed at the end of the year.
The NHFA has hired consultants Strategic Marketing Solutions and JG Sullivan Interactive, led by Ron Carpenter and John Sullivan, to help develop the Web site and its business plan.
Kays said NHFA will be the sole owner of the program, but suppliers, vendors and other industry members can participate and benefit.
“We remain very excited about the vast possibilities in the program,” he said. “We are not simply developing another Web site for furniture. NHFA's Web site will provide the consumer, supplier and media with the richest resource for education and information, drive sales directly to the retailers' stores and provide the entire industry with a sales boost.”
NHFA-HGTV alliance on hold
08/24/2008NHFA program seeks to educate consumers
02/03/2008NHFA plans sessions on Web initiative
08/23/2009Preferred Retailers to benefit from HGTV
05/11/2008
