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AHFA Sets Marketing Meeting
May 28,
2012 by in UnCategorized 
By Home Furnishings Business in Special Events on May 29, 2012
The American Home Furnishings Alliance 2012 Marketing Meeting will convene June 26 at the Charlotte Marriott SouthPark in Charlotte, N.C.
The two-day forum is titled Outperform the Competition! Marketing Strategies and Tactics for High Impact Results, and is open to all home furnishings manufacturers, retailers and suppliers. The program will take attendees on a journey deep into the psyche of todays head-of-household female consumers, across the vast frontier of social media marketing and down several less-traveled side roads for new insights into crisis communications, brand protection, credibly communicating green and marketing for export.
AHFA also has added a new professional development spot on the annual program and invited professional public speaking coach Amy Griggs Kliger to help marketing executives hone their presentation skills. A former actor and professional spokeswoman, Kliger has hosted global conferences, moderated panels and faced audiences of all sizes. She has coached CEOs, salespeople and executives for a broad range of clients, and will share her top tips for making presentations--whether before an audience of one or one hundred.
The program kicks off with an economic outlook by Mark Vitner, managing director and senior economist at Charlotte-based Wells Fargo. In addition, the program includes an update on regulatory issues that impact marketing messages, and some insights on marketing for export. Mike Padjen, director of the North Carolina Department of Commerces Furniture Export Office, will help attendees understand the basics of developing an international trade strategy; and Ed Burke, director of marketing at Scentair, will share his companys successful export marketing case study.
Other program highlights include:
* "Game-Changer Research: How Female Consumers Are Redefining the American Marketplace." Todays female consumer is increasing her impact as receiver, broadcaster and influencer of key information. In research conducted by Hearst Magazines and Fleishman-Hillard, 54 percent of the female respondents agreed that it is their responsibility to help friends and family make smart purchase decisions. The recently-completed study provides new insights on how female consumers are exercising their influence. Results will be presented by Nancy Bauer, senior vice president and senior partner at Fleishman-Hillard, and Kelly Peterson, Southeast Director for Hearst Integrated Media. The Women, Power & Money survey was conducted in September 2011 among 1,270 women age 25 to 69 with annual household income of $25,000 or more.
* "The Power of Social Media Marketing." To help home furnishings marketers navigate the vast landscape of social media marketing, AHFA has invited several pioneers in the field to share their insights. For the business strategy side of digital and social media, Brandi Boatner, a member of IBMs Global Business Service communications/PR team, will address marketing meeting attendees. Boatner is responsible for digital and social business strategies for IBMs C-suite study series. She also handles media relations and works along side IBMs think-tank organization, The Institute for Business Value.
* Chris Phillips, sales and marketing director for Apartment Therapy, will provide an overview of one of the first social media sites focused on the home. With a mission of helping people make their homes more beautiful, organized and healthy by connecting them to a wealth of resources, ideas and community online, Apartment Therapy has attracted more than 7 million followers.
* Bill Indursky, co-founder of VandM.com, one of the largest vintage, antique and design websites on the internet today, will offer a recap of his popular 2012 design trend forecast for the home decor and antiques industry, as well as explain the larger context that shaped his forecast.
* Gretchen Voth, of the Charlotte-based Luquire George Andrews agency, will present the power of Pinterest, while John Mader and Amanda Willliams of WayWard will help attendees understand the importance of providing engaging online content.
* To help industry marketing executives track the success of their social media strategies at retail, AHFA will draw on the expertise of Denise Keniston, CEO, and Sev Ritchie, executive vice president, Web4Retail. Andy Bernstein, CEO of FurnitureDealer.net, will introduce attendees to his companys newest venture, DoBizBuzz, designed to help bricks-and-morter retailers harness the power of online networks. Finally, Johne Albanese of Micro D will discuss how manufacturers can help enable retailers online and e-commerce initiatives through standards.
* "Crisis Communications Refresher." Rick Amme heads the crisis and media relations firm Amme & Associates For 17 years, he has consulted with companies, institutions and executives throughout the country on how to protect and enhance their reputations, especially during times of crisis or urgency. His guiding philosophy is simply do the right thing and say the right thing. Hell offer meeting attendees a refresher on how to manage difficult public issues, such as lawsuits, product recalls, closings and layoffs.
* "Credibly Communicating Green." Kathryn Blanchard is a 25-year public relations veteran who founded her own firm, Crown Communications, in 1993. Among the firms longtime clients are industry leaders Coca-Cola Bottling Co. Consolidated, Crescent Resources and Bank of America. Crown focuses on offering marketing solutions that reduce a companys impact on the environment and protect their bottom line. Shell offer practical advice for ensuring that your companys sustainability efforts are reflected in your marketing.
The Annual Marketing Meeting will open with a 6 p.m. reception and group dinner Tuesday, June 26. The education program runs from 8 a.m. to 5 p.m. Wednesday, June 27; and from 8 a.m. to noon on Thursday, June 28. An optional retail safari in Charlotte will conclude the program Thursday afternoon.
Registration is $599 for AHFA member companies and $999 for non-members.
A limited number of rooms at the Charlotte Marriott SouthPark are available for a discounted rate of $139 a night until June 8. Make reservations here, or call 704.364.8220. Registration for the meeting is posted online here under EVENTS.