The International Housewares Association’s (IHA) new consumer engagement initiative, which it announced last month, will be called Inspired Home and will launch this fall, the association reported today. The initiative is designed to market IHA members’ housewares products directly to consumers, according to the IHA.
While B2B efforts, including the International Housewares Show, will continue to be a main focus for the IHA, this new strategic direction is focused on connecting its housewares expertise to consumers, according to the association.
“Our goal is to elevate the housewares industry in the eyes of the consumer to drive product visibility and industry credibility, benefitting both members and retailers,” said Derek Miller, IHA’s vp/global marketing. “Inspired Home gives us the opportunity to interact and engage directly with consumers all year round, providing resources and inspirational content that will inform their purchasing decisions and ultimately drive housewares sales.”
The IHA will be showcasing its members’ products through a variety of marketing and public relations elements including a new website, IHAInspiredhome.org, social media channels, media relations efforts and strategic partnerships.
The new consumer website, Miller said, will supplement the association’s longstanding B2B website (housewares.org) and showcase two main content components: an educational section featuring articles and information contributed by independent writers and industry insiders; and a section showcasing IHA member products.
“We have millions of unique visitors coming to housewares.org,” Miller said. “That tells us a lot of consumers are visiting our current site, but they’re getting a B2B message.
“This new website will allow us to cultivate a stronger consumer message to support our industry,” Miller continued. “We can be more influential in the consumer path to purchase.”
Content on the website across social media and marketing channels will include:
- Visually compelling lifestyle articles and videos on topics such as cooking & baking, dining & entertaining, home organization, cleaning, personal care & wellness and more
- Photo profiles of the latest products for seasonal or holiday occasions
- Seasonal recipe ideas and inspiration
- Education and guidance on how to make housewares purchasing decisions
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