HPS18002 Marketing Overview v4 - High Point Market · IMC & HPMA EMAIL IMC & HPMA SOCIAL MEDIA 9...

Campaign OverviewMarketing

The heart of the High Point Market.

200/320/330 N. Hamilton, 300 S. Main, C&D, Christopher

Guy, Furniture Plaza, Hamilton Market, International

Home Furnishings Center, Market Square, Market Square

Textile Tower, National Furniture Mart, Plaza Suites,

Showplace, Suites at Market Square

IMCHighPointMarket.com

IMC VALUE PROPOSITION

At International Market Centers (IMC) we view our relationship with you as a partnership, and share in your success. We are constantly working to enhance the value of your investment in High Point Market and wanted to take this opportunity to share with you a quick overview of all of the e� orts we have put forth in preparation for this market.

IMC conducts an extensive marketing campaign to promote all IMC buildings, and our tenants and exhibitors, which reaches tens of thousands of qualifi ed buyers and designers from all distribution channels.

This is all in addition to the comprehensive buyer outreach program conducted by the High Point Market Authority (HPMA) to promote the entire Market. No other building owner in High Point o� ers this level of support and value to drive YOUR success at this market.

In this overview you’ll fi nd an outline of the programs and partnerships IMC and HPMA have formed and the marketing outreach conducted on your behalf.

About the High Point Market Authority

The High Point Market Authority (HPMA) is the o� cial sponsor and organizer of the High Point Market. Working closely with building owners and exhibitors, the Market Authority manages the overall “voice” of High Point Market, the unifi ed registration system and the robust transportation system.

A PARTNERSHIP FOR SUCCESS

HIGH POINT MARKET AUTHORITY:bring buyers to the market

INTERNATIONAL MARKET CENTERS:bring buyers to OUR buildings

TENANT/EXHIBITOR: bring customers to

YOUR space

IMC & HPMA EMAIL IMC & HPMA SOCIAL MEDIA

9 unique IMCHTML email blasts promoting IMC properties, events anddestinations.

Series of email blasts sent to IMC buyer anddesigner list, trade subscription lists including HFN and Gifts & Decorative Accessories andRetailer NOW!

Reaching more than

60,000

Retailers and Designers

12 unique HPMAHTML eblasts send tomore than 40,000 previous attendees and new prospects,driving to registration.Through media and association partnership, HPMA sends additional emails to members of The Home Furnishings Association, ASID, the Steelyard Design Community, and various trade magazine subscribers

Facebook~40,000 followersAt least 3 posts per week

Twitter: @HPMarketNews>30,000 followersRegular weekly posts plus o� cial High Point Market New Product Premiere Twitter Chat

Instagram: @highpointmarket103,000 followersTakeovers featuring Design Bloggers Tour members and editors of major home furnishings publications.

Pinterest14,022 followersHome to Style Spotters for at-Market postings, Spring and Fall Market previews, and Style Reports

YouTube919 subscribersHouses all High Point Market promotional videos, plus complete videos of all Keynote Series presentations.

O� cial High Point Market Social Channels

Facebook @DesignOnHPMKT~4,000 followersAt least 3 posts per week

Twitter: @DesignOnHPMKT3,000 followersRegular weekly posts including tenant updates, IMC & High Point Market news, and more.

Instagram: @DesignOnHPMKT22,500 followersTakeovers featuring tastemakers, celebrity designers, and editors of major home furnishings publications.

YouTube:/DesignOnHPMKT300 subscribersHouses all IMC High Point Market promotional videos.

Design on High Point Market: The O� cial Social Channels for IMC High Point

ADVERTISING / IMC ADVERTISING / HPMA

Extensive advertising in Market Guides with IMC building and destination ads:

• Furniture Preview: 15 Pages

• Accessory Preview: 15 Pages

• Designer Preview: 10 Pages

• Market Resource Guide: 12 pages

Print advertising in over

25 INDUSTRYTrade Publications, Market Guides promotingall IMC properties

500,000+Combined Circulation

SHOWPLACE

Pelican Reef

Forty West Designs

John Beard Collection

A known destination for top brands and up-and-comers offering furniture, rugs, accessories, and casual furniture.


#DesignOnHPMkt OCT. 14-18 HIGH POINT

JOIN US AT

C&DCOMMERCE & DESIGN

With a surprise around every corner, C&D offers every type of buyer a reason to shop here – whether you are a designer, mass or specialty retailer – there’s a company here to source your needs.

Urbia

Sarreid Ltd.

Scandinavian Design

Shop over 200 product lines throughout 9 floors!


#DesignOnHPMkt OCT. 14-18 HIGH POINT

JOIN US AT

HAMILTON PROPERTIES

#DesignOnHPMkt IMCHighPointMarket.com

Located in the center of the Hamilton Wrenn Design District this complex caters to designers and high-end retailers. Showrooms feature a broad selection of furniture, fl oor coverings, wall art, lighting and fi ne decorative accessories.

320/330 N. Hamilton

Caracole

Paladin Industries Inc.

RS Distribution

Resource Décor

Woodbridge Furniture Co.

200 North Hamilton

NORTH COURT

Artistica

Artitalia Group, LLC

Boknas

Bordignon Camillo

Brownstone Furniture Inc.

Cates Cove

Christopher Guy Annex

Decorati by Artitalia Group

Design NS

Fairfi eld Chair

Fly by Artitalia Group

Frederick Cooper Lamps

French Accents Rugs & Tapestry

Jonathan Charles Fine Furniture

Leathercraft

Leonardo by Artitalia Group 200

MacKenzie Dow

Manchester Ltd

Mottahedeh & Co Inc.

Palatial Furniture

Vere Antichita by Artitalia Group

Vietri

Wildwood Lamps & Accents Inc.

SOUTH COURT

Alden Parkes

Chelsea House

Councill Furniture

Fauld Town & Country Furniture

Greenhouse Fabrics

Karges Furniture

Kindel Furniture

Shadow Catchers Art

Stanley Furniture

Alden ParkesResource DecorAlden ParkesResource DecorAlden ParkesAlden Parkes

Leathercraft

INTERHALLFIRST FLOOR, IHFC

InterHall, a juried collection of design-driven, lifestyle-focused home furnishings, is the premier destination for fresh, new and exciting resources representing all styles – from traditional to contemporary. Buyers and designers flock to InterHall for one main reason: to find The Next Big Thing. DISCOVER IT.

Adriana Hoyos

Craft Associates FurnitureSerge deTroyer Collection


#DesignOnHPMkt OCT. 14-18

JOIN US AT

- INTERHALL -Opens Oct. 13

Print outlets include Furniture

Today, Home Accents Today, Casual

Living, RetailerNOW, and Business

Of Home.

Digital channels include

Facebook, Google Adwords,

Retargeter network, RetailerNOW,

Steelyard, Editor At Large, and Rue

Magazine.

Comprehensive print and digital advertising campaign

Total reach across all outlets exceeds

100,000home furnishings retailers and designers

Displays are located in high tra� c areas around Market and accompanied by a distinct marketing track to encourage buyers to visit all three displays and visit the participating showrooms to see the products featured.

TRENDWATCH PRODUCT DISPLAYS, PRESENTED BY IMC

Each market, IMC tenants and exhibitors are invited to submit products from their collections that best match

three key macro trends and home decor themes..

Displays:• Showplace Walkway

• Suites at Market Square Lobby

• IHFC Green Lobby

Marketing Support:• Signage with company & showroom

• Companion brochure in all IMC buildings throughout Market

• Email to buyers with trend information

• Directory Ad

• Seminar

• Promotion via Social Media channels

• Stand-alone press release

DesignOnHPMkt

DesignOn High Point Market was launched as the o� cial

design and trend voice of IMC properties at High Point

Market. This social media profi le allows attendees to

connect with designers and

bloggers who will be sharing

their inspirations found at

market. Designers and bloggers will promote IMC

showrooms, products and events.

Instagram Takeover

@DesignOnHPMkt • #DesignOnHPMkt

Instagram Takeover designers and tastemakers are

enlisted each market to “takeover” IMC’s Instagram

profi le each market to share their best

fi nds, fun events, favorite vendors, and the

market’s best product trends.

Featured Designer Display

Each market, we feature IMC tenants and exhibitors through a specially curated product display inn the high tra� c

area outside of Suites at Market Square next to C&D. This program is aimed to introduce new-to-market products to

thousands of designers and buyers bringing exposure and awareness during the course of market.

IMC EXCLUSIVE OPPORTUNITIES IMC EXCLUSIVE OPPORTUNITIES

Highlight Your New Products

Through its website, email campaigns, social media

channels, and special at-Market programs, High Point

Market Authority o� ers multiple opportunities to shine a

spotlight on your new product introductions.

New Product PicksSimply add two new product images (with descriptions)

to your Exhibitor Profi le (see exhibitor.highpointmarket.

org), to add them to the New Product Picks section of

highpointmarket.org.

New Product Picks, promoted via HPMA’s email

campaigns and featured on the highpointmarket.org

home page and posted on the High Point Market social

media channels.

New Product Premiere Twitter ChatMembers of the High Point Market Style Spotters team

will discuss their favorite images from New Product Picks

in a special Twitter Chat, generally held about 7 weeks

before Market. With about 150 active participants, the

Twitter Chat generates a total reach of more than 10

million individuals.

Style Spotters Spring and Fall Market PreviewsSelecting from the New Product Picks page, the Style

Spotters create a preview of the styles and trends they

are looking forward to seeing at the next Market. The

Previews are featured on the highpointmarket.org home

page, promoted via the HPMA email campaign and

posted on the High Point Market social media channels.

Style Spotters at MarketOn the fi rst three days of Market, our Style Spotters scan

HIGH POINT MARKET EXCLUSIVE OPPORTUNITIES HIGH POINT MARKET EXCLUSIVE OPPORTUNITIES

showrooms to fi nd the most exciting new products

and emerging trends. Posting their picks to special

Pinterest boards and their social media channels,

they reach hundreds of thousands of consumers

and designers. The Style Spotters LIVE! event, held

on the Tuesday morning of Market, presents their

fi nds to more than 175 Market attendees. After the

presentation, interested attendees may join their

favorite Style Spotter on a Trend Tour of their favorite

showrooms.

Style Spotters Style ReportAfter each Market, the Style Spotters highlight the

leading looks of the new season in their Winter/

Spring and Summer/Fall Style Reports, which are

featured on the highpointmarket.org home page,

promoted via the HPMA email campaign and posted

on the High Point Market social media channels.

Design Bloggers TourIn partnership with Esteem Media, HPMA o� ers

exhibitors an opportunity to sponsor 10 of today’s

leading design bloggers. Touring the sponsors’

showrooms, the bloggers share key insights, style

points, and product information with their followers.

Video Gallery Exhibitor/Product Locator Search

WWW.IMCHIGHPOINTMARKET.COM WWW.HIGHPOINTMARKET.ORG

Comprehensive IMC marketinformation and exhibitor/product search for market planning.

The central location for all Market news, product, and

event information, as well as online registration, travel

planning, and at-Market wayfi nding tools.

• Exhibitor and Event search

• MyMarket planning tool

• Products & Trends

• Tips & Insights

• Plan Your Trip

• Information for International guests

Over a dozen press releases issued to trade and design media on a number of

newsworthy topics including:

PUBLIC RELATIONS / HPMAPUBLIC RELATIONS / IMC

• New tenants, expansions, relocations

• New product introductions

• Temporary exhibitors

• Special events and seminars

• Exhibits and partnerships

More than a dozen press releases sent to 1,000+ media contacts each Market cycle• To access the HPMA media list, exhibitors may contact Ashley Grigg via [email protected]

MediaLink online and at-Market press center • Provides access to exhibitors’ digital and printed press kits

• Source for publication-quality product and Market imagery

• Comprehenisive on-site resource, featuring work stations, food and beverages, internet connections, charging

stations, and in-person assistance in fi nding exhibitors and resources

Personal outreach to Very Important Buyers inviting them to market and providing pertinent information regarding IMC tenants and properties.

MYMARKET APP

IMC ADDITIONAL SUPPORT

State of the art planning and navigation app allows Market guests to search for and select showrooms and events, save

them to their personal Market plans, and access their plans from their iPhones anytime, anywhere. Integrated GPS mapping

provides blue dot navigation to and from every building in the downtown Market area. Plus, indoor showroom-to-showroom

navigation is provided for the IHFC building, 220 Elm, and Center Point on Hamilton, Manning, Centennial, and Russell.

• Concierge service• Send 3 emails to encourage registration,

promote housing options, o� er free parking

• Coordinate parking

• Assist with any other Market plans as needed

• In-house call center calling regional retailers and designers leading up to Market

IMC is a Sponsor of High Point Market’s MyMarket App

ON-SITE SIGNAGE AND BRANDING OPPORTUNITIES

Large format signage in high tra� c areas to drive tra� c to

IMC tenants and destinations

Signage promotion of

special IMC programs

and events at High

Point MarketCross-promotion of IMC

destinations featuring similar

products

C&DCOMMERCE AND DESIGN

IMCHighPointMarket.com#DesignOnHPMkt

Featuring over 200

product lines of home

furnishings, accessories

and much more, the

Commerce & Design

building offers a one-of-a-

kind shopping experience

throughout 9 floors of

showroom space at High

Point Market.Spicher and Co. Urbia Solaria Lighting

SPONSORED BY:

www.highpointmarket.org #hpmkt

CENTER STAGE BY THE TRANSPORTATION TERMINAL

5:30-7:30pm

M A R K E TK I C K O F FP A R T YOCTOBER

14-18MARKETHIGH POINT

WEEK

Join usto celebrate the opening ofto celebrate the opening of

fall High Point Marketfall High Point Marketwith music and cocktails.with music and cocktails.

Start Market weekStart Market weekoff right!

Kick-off High Point

Market Week in Style!

FRIDAY OCTOBER 13TH

The heart of the High Point Market

IMC

C&D EVENTSDAILY

FRIDAY, OCTOBER 13

30 YEARS OF DESIGN CELEBRATION, 4 - 6PMVisual Comfort & Co. (2G-K)

SATURDAY, OCTOBER 14SATURDAY BREAKFAST KICK OFF, 9 -10AM

Visual Comfort & Co. (2G-K)

SOUP AND SALAD LUNCHEON, 11:30AMGuildmaster (1A)

COMPLIMENTARY LUNCH, 12PM - 2PMAlder & Tweed Furniture (1B)

PROSECCO & NOODLES , 12PM - 7PMTrowbridge (2A)

SUNDAY, OCTOBER 15SOUP AND SALAD LUNCHEON, 11:30AM

Guildmaster (1A)



MONDAY, OCTOBER 16SOUP AND SALAD LUNCHEON, 11:30AM

Guildmaster (1A)



HIGH TEA & TALK WITH LIBBY LANGDON, 3PMSpectra Home (6E, K, L)

TUESDAY, OCTOBER 17SOUP AND SALAD LUNCHEON, 11:30AM

Guildmaster (1A)


AFTERNOON BARSSaturday - Tuesday

2 - 6pm

WIFI LOUNGE2nd fl oor Skybridge

Saturday - Wednesday

8am - 6pm

HAPPY HOUR5 - 7pm

Visual Comfort & Co. (2G, 2J)

REFRESHMENTSAll Day

Spicher and Company (1D)

COCKTAILSDaily · 4 - 7pm

Trowbridge (2A)

HAPPY HOURDaily · 4 - 7pm

Urbia (5A, 5B)

Hand selected byStacy Garcia

Stacy Garcia Inc.@StacyGarciaInc

@DesignOnHPMkt

#DesignOnHPMkt

FOLLOW US AND JOIN THE CONVERSATION

HamiltonHighlights

ALWAYS NEW. ALWAYS DIFFERENT.

AT MARKET SQUARE

IMCHighPointMarket.com#DesignOnHPMkt

E By Design Eastern Accents Modern Day Accents

The Suites at Market Square is the ONLY temporary exhibit destination at High Point Market featuring 340+ exhibitors with multiple product categories under one roof.

3 Floors of Temps340+ Exhibitors

SHOP OVER 200 PRODUCT LINES THROUGHOUT 9 FLOORS!

COMMERCE AND DESIGNC&D

#DesignOnHPMktJoin the Conversation

Art Addiction

1st FloorAlder & TweedArt AddictionGuildMasterSolaria LightingSpicher and Company

2nd FloorTrowbridge GalleryVisual Comfort

3rd FloorSarreid Ltd.

4th FloorBethel InternationalLegend GlobalTenango, Inc.Urban Chic

5th FloorAlliyah HomeButler Specialty CompanyJersey Mike’s SubsMy Home FurnishingsUrbia Imports

6th FloorNCA DesignSpectra HomeScandinavian Design

7th FloorCrawford & BurkeSouth Shore Furniture

8th FloorBrentwood ClassicsElite Living

9th FloorDorel HomeAmeriwood HomeCosco Home & O� ceDorel LivingDorel Home Products / Signature Sleep

Alder & Tweed

Discover The New 6th Floor

IMCHighPointMarket.com#DesignOnHPMkt IMCHighPointMarket.com#DesignOnHPMkt IMCHighPointMarket.comIMCHighPointMarket.com#DesignOnHPMkt IMCHighPointMarket.comIMCHighPointMarket.com#DesignOnHPMkt IMCHighPointMarket.comIMCHighPointMarket.comIMCHighPointMarket.comIMCHighPointMarket.comIMCHighPointMarket.comIMCHighPointMarket.comIMCHighPointMarket.comIMCHighPointMarket.comIMCHighPointMarket.com#DesignOnHPMkt#DesignOnHPMkt#DesignOnHPMkt#DesignOnHPMkt#DesignOnHPMkt#DesignOnHPMkt#DesignOnHPMkt IMCHighPointMarket.comIMCHighPointMarket.comIMCHighPointMarket.com#DesignOnHPMkt#DesignOnHPMkt#DesignOnHPMkt#DesignOnHPMkt#DesignOnHPMkt#DesignOnHPMkt#DesignOnHPMkt#DesignOnHPMkt

Camerich USA

Legends Furniture

• Barcalounger

• Barcalounger Outdoor Living

• Bernhardt

• Camerich USA

• Dynamic Furniture Corp.

• IMG

• International Furniture Direct

• Legends Furniture

• Mobital USA

• Pangea Home

• Rich Sofa

• Tarek Trade

• Turkish Furniture

ALWAYS NEW. ALWAYS DIFFERENT.

AT MARKET SQUARE

3 Floors of Temps340+ Exhibitors

#DesignOnHPMktJoin the Conversation

EDUCATION & LEARNING

IMC IS THE OFFICIAL SPONSOR OF THE MARKET KICKOFF PARTY

IHFC

Accessory Floor Parties

Pavilions Parties

Afternoon Socials

InterHall Martini Parties

Accessory Floor Noon Cocktail Bars

Pavilions Noon Cocktail Bars

SHOWPLACE

Complimentary Buyers Breakfast

Sunset on 3

Afternoon Socials

MARKET SQUARE & SUITES

Noon Cocktail Bars

Afternoon Bars

Market Square Receptions

Market Square BBQ

HAMILTON PROPERTIES

Gourmet Co� ee Station

Afternoon Socials

Sunday Uptown Reception

C&D

Noon Cocktail Bars

Afternoon Bars

SPONSORED BY:

www.highpointmarket.org #hpmkt

Join us to celebrate Join us to celebrate the opening of the opening of spring High Point spring High Point spring High Point Market with music Market with music Market with music and cocktails. and cocktails. and cocktails.

Start Market week Start Market week Start Market week Start Market week off right! off right! off right!

Join us to celebrate Join us to celebrate Join us to celebrate the opening of the opening of the opening of spring High Point spring High Point

Kick-off High Point

Market Week in Style!

CENTER STAGE BY THE TRANSPORTATION TERMINAL

FRIDAY OCTOBER 13TH

5:30-7:30pm

1High Point Market

M A R K E T K I C K O F F P A R T YOCTOBER

14-18MARKETHIGH POINT

WEEK

IMC EVENTS & HOSPITALITY

IMC SEMINARSA full roster of seminars and educational opportunities are o� ered

each market to keep buyers abreast of emerging trends, discovering

what’s new and hot at market, and learning best business practices.

Seminar spaces included Suites at Market Square Seminar Room,

IHFC Ballroom, & the High Point Theatre.

HPMA KEYNOTE SERIESBusiness-building program which o� ers attendees complimentary

access to well-known experts and their industry-focused business

advice and success stories. Geared specifi cally towards buyers and

what they need to grow their businesses and achieve a higher level of

success.

Several keynotes and seminars are CEU-accredited for interior designers needing to pick up credits.

HPMA EVENTS & HOSPITALITY

Stars Under the StarsOpen air concerts held on Saturday and Sunday nights at Market,

between IHFC and Showplace, featuring well known and popular

performers. Complimentary food and beverages are also provided.

Comprehensive Transportation SystemFREE shuttles take Market guests to and from the Greensboro,

Charlotte, and Raleigh-Durham airports, more than 90 area hotels,

and every Market showroom and event.

Snacks and RefreshmentsCo� ee, soft drinks, bottled water, and light snacks o� ered to

guests at the Transportation Terminal every morning of Market. Bottled water and soft drinks also provided

throughout the day at various locations.

International Buyers CenterA comprehensive resource for international guests, o� ering breakfast, lunch, snacks, and refreshments, as

We look forward to a successful High Point Market.

The heart of the High Point Market.

200/320/330 N. Hamilton, 300 S. Main, C&D, Christopher

Guy, Furniture Plaza, Hamilton Market, International

Home Furnishings Center, Market Square, Market Square

Textile Tower, National Furniture Mart, Plaza Suites,

Showplace, Suites at Market Square


Renee Loper-BoydVP Marketing

[email protected]

Cain BrodieDirector of Marketing

[email protected]

Cindy HodnettDirector, Public Relations and

[email protected]

336.821.1548

IMC MARKETING CONTACTS:

Tammy Covington NagemChief Operating O� cer

O� ers consultation and advice inselecting o� cial Market sponsorships

[email protected]

Ashley GriggDirector of Marketing

& Communications Assists with promoting exhibitor

content through High Point Market communications, social media,and public relations channels

[email protected]

Patty RussoMarket Advisor

Assists with updating andmaintaining your Exhibitor Profi le

[email protected]

HIGH POINT MARKET AUTHORITY CONTACTS:

HPS18002 Marketing Overview v4 - High Point Market · IMC & HPMA EMAIL IMC & HPMA SOCIAL MEDIA 9...

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