CebuX furniture show employs both print and online marketing

Like other Asian source countries, the Philippines has had its share of challenges. Thanks to a slowdown in demand from the U.S. and other customers around the world, numerous factories have closed in Cebu and surrounding furniture production areas. Currency fluctuations in the Philippines peso and the U.S. dollar have been partly to blame, as has increased competition from China and Vietnam.

According to Furniture/Today research, furniture shipments from the Philippines to the United States fell 13% in 2008, to $180.1 million from $206.3 million in 2007.

Despite that drop, the Philippines remains an important resource, placing No. 12 on the list of U.S. furniture source countries. Designer-sensitive companies like Henredon, Maitland-Smith, Palecek, Ultimate Accents, Bernard Christianson and others have long considered it the go-to place for high-end looks based on exotic and sustainable materials.

The Cebu Furniture Inds. Foundation recognizes that and hasn’t faltered in its marketing efforts, particularly in promoting its annual furniture show in Cebu.

Each year, the group undertakes a marketing campaign that includes both printed materials and e-mail blasts about the event.

The marketing efforts have expanded to include an electronic newsletter. This easy-to-read document (available by contacting show officials at www.cebux.com) includes monthly updates ranging from show previews and results to manufacturers’ use of renewable materials and fabrics.

In today’s competitive environment, such marketing initiatives are critical in that they keep one’s name in front of a core audience throughout the year. While economic conditions aren’t expected to improve overnight, one would expect such efforts to pay off for Philippines-based manufacturers over the long term.

For those interested in checking it out, the next Cebu show is March 5-8, 2010.