blog: news + information from “the home authority”

gia Global Honorees: New Zealand’s Taylor Road Homewares

May 16th, 2013

By Piritta Törrö, International Marketing & Business Development

Michelle Hespe caught up with Anne and John Heng, after their New Zealand-based store, Taylor Road Homewares, became a Global Honoree at the Global Innovation Awards (gia) in Chicago. Organized by the International Housewares Association (IHA) during the International Home + Housewares Show, the awards have been running for thirteen years, and are considered the Oscars® of retailing in the home and housewares industry.

The Taylor Road to Success

gia retailIt’s not every day that a retail store from a small country swoops in to score a Global Innovation Award, but Taylor Road Homewares from New Zealand did just that. The store was up against 22 national gia winners from Australia, Europe, Asia and the Americas, and it became one of five global honorees, chosen by a jury consisting of four retail/visual merchandising experts and seven editors and publishers of home and housewares trade publications from around the world.

Owners of Taylor Road Homewares, John and Anne Heng, have travelled a long, rewarding, and interesting road to arrive where they are today, as winners of a gia award, for a store established only three years ago. But it is their combined history and experience that has helped them to create a winner right from the start…

New Zealand Taylor Road peopleJohn and Anne moved from New Zealand to Australia in 1988, when John took on the role of Group CEO Asia Pacific as a part of a multinational housewares company. They lived in an idyllic village in the Blue Mountains near Sydney, and after seven years, the couple returned to New Zealand when John became the Group CEO for a New Zealand housewares company. That role lasted for 13 years and saw him travelling the world as the company expanded into Australia, the UK and the U.S., while developing an export market in over 50 countries.

John retired in 2008, but a year later, he and Anne decided to do something together. After all, they had met when Anne was the promotions manager for a large retail complex in Auckland, so they figured their combined skills could lead to something enjoyable and profitable. On the side, not ever completely retiring, John had started an export consultancy, so they were still in the retail loop.

The couple bought into a franchise in New Zealand that unbeknownst to them, was in financial difficulty and unfortunately went into receivership the following year. But as any great businessman knows, any failure presents opportunity, and John brought together three independent franchise stores, to form a company, buying some large shipments of goods previously destined for the defunct group. By default, he became an importer. Read the rest of this entry »

gia Global Honorees: Italy’s Quality Living

May 10th, 2013

By Piritta Törrö, International Marketing & Business Development

Combining housewares and homes doesn’t sound like anything groundbreaking at first. But two Italian men from the world of property development are redefining the essence of home buying and its link to housewares retail. And doing this, they won one of the five gia Global Honoree awards this year. Michelle Hespe checks out what the clever duo are up to.

One Stop Shop

Exterior Quality Living (2)Quality Living in Verona, Italy, is exactly what it sounds like – a business inspiring people to have a quality lifestyle. Paolo Zanza, President of the company, and Vice President Mario Fedrigoli, have united their business acumen and experience in real estate, to devise a retail store that not only inspires shoppers with exciting new housewares and home products, but also sells them the homes to put their goods in.

Quality Living is quite literally, a one-stop shop.

Paolo, after years of experience in marketing and communication in multinational companies, began working in real estate development, taking on his family business, Zanzaimmobili, which has been active in the Verona area for around 30 years. Mario works in the construction industry at his family’s business, Fedrigoli Construction, dealing with administrative management and real estate development.

So it was in 2010, after many years of collaboration between the two family businesses, that the penny dropped, and Paolo and Mario came up with a grand plan for a new business – Quality Living.

The aim of Quality Living was to develop and promote high quality real estate projects, but the men knew they needed a draw card to get people in the door, to look at the models of the apartments, and they wanted to show people how the apartments they were selling would look and feel with great products in them.

So in 2011, the pair opened a large concept retail store, stocking furnishings and objects. The innovative idea that integrated the home and housewares worked exceedingly well, and they soon had people pouring in the door.

When visitors enter Quality Living, they can see the models of the real estate developments that Paolo and Mario are working on – at the moment, they have seven to eight projects in development. Then, visitors can delve further, entering actual models of units before they buy. Quality Living sells two types of apartments: Easy Home apartments are around 89,000 – 269,000 Euros, and the Prestige Collection is around half a million, up to four million Euros. Read the rest of this entry »

Webinar: Using Show Buyer & Media Lists

May 6th, 2013

Free Webinar:
Using the International Home + Housewares Show Buyer & Media Lists

Date: Tuesday, May 7
Time: 11:30 AM – 12:30 PM CDT

SIGN UP FOR THE WEBINAR >
Webinar Details

Make the most of your Show follow-up with the FREE buyer and news media lists from IHA. This webinar will teach you how to create a custom list of buyers or media:

  • Sort in Excel
  • Sort Buyers by Job Function or Products of Interest
  • Sort Media by Traditional or Internet classification

If you haven’t downloaded the lists, click here to get them:

www.housewares.org/show/exhibit/directory_login.aspx

Space is limited.
After registering you will receive a confirmation email containing information about joining the Webinar.

Using Online Marketing to Build Branding, Part 2: Display Your Brand’s Personality on Social Media

April 29th, 2013

By Larry Stopa, President of E-Power Marketing

Social Media provides a powerful means to interact with your target audience. Listen to what is being said about your brand in social chatter. Is that the perception you want? If not, Social Media offer channels to change audience perception. When posting on Social Media sites, don’t limit your communications to your brand. Expand your messages to topics that interest your audience.

E-Power-Marketing_364842_imageWith so many options, focus on Social channels where your target audience is involved. It is better to be active on a select few where your brand can appear with a strong presence. Understanding the demographics of the individual social channels will help you decide which ones will be the best fit for your brand:

Facebook has over 1 billion active users across demographics. Your brand needs to be there and to be actively engaged. Market your Facebook presence on your website, offline, and online including on Facebook and other Social Media channels. Show your brand off visually. Be compelling and creative with your posts. Stand ready to have a dialogue with your Fans.

Pinterest is even more visual. Women make up the majority of Pinners on this channel, but the male population on Pinterest is on the rise! Show off your brand in its various environments and lifestyles. Create topical and seasonal boards to keep the profile fresh year-round. Don’t pin images from just your website. Create a diverse presence for your fans.

Twitter is a savvy way to reach younger demographics and the technically mature. Tweet news about your brand as well as what is important to your audience. Follow influential tweeters in your market and follow your fans and those interacting with your branded account. Gather market feedback and start discussions to keep fans engaged.

Do you have videos? It’s incredible how popular videos are on YouTube and Vimeo. How To’s work great. So do commercials if they are entertaining. Don’t shy away when someone makes parodies of your ads. That means you have arrived.

Use LinkedIn to network with your industry. Tell them who you are as a company and as individuals. Join LinkedIn Groups to discuss the issues facing your market.. Post updates from your company page to your followers.

What are Consumers Saying about Your Brand?

Your Social Media activities will generate plenty of market feedback. But you still need to extend your eyes and ears further across the web to learn all that your market is saying. Free and inexpensive tools like Google Alerts, HootSuite and Whos Talkin are powerful at searching the web to gather what is being said about your brand and your competitors.

Consider what consumers are saying. You may want to join in their dialogue. Certainly if false information is being said, you should correct it. But don’t become defensive. People see right through you. So be genuine. When you find complaints about your product or brand, don’t ignore them or try to hide them. Use those complaints as opportunities to provide great customer service. If you can fix the issue, do it. If you can’t fix it, apologize and try to move on. No one is perfect. If you publicly work to fix a mistake you will foster a deeper sense of trust in your brand.

Make Your Brand at Home on the Web

Your brand needs to be active online where your customers spend so much time. Make it easy for them to find you online. When they do, be ready to engage them and to listen. If you do, you’ll make your brand shine online.

Miss the first installment? Read “Using Online Marketing to Build Branding – Part 1” now!

About the Author:
Larry Stopa established E-Power Marketing in 1998. He has followed the evolution of the web and search engines to guide businesses to best use always changing online marketing strategies.

Do you have a question or a situation about online marketing that you want to discuss? Email Larry Stopa at larry@epower.com

Using Online Marketing to Build Branding Part 1: A Strong Website Sets the Foundation for Success

April 25th, 2013

By Larry Stopa, President of E-Power Marketing

The International Housewares Association is committed to helping members succeed in the digital marketplace. The Blog posts in the Digital Education Series are designed to help IHA members take advantage of the marketing opportunities that the Internet offers. Larry Stopa, President of E-Power Marketing, opens the series with the first of two parts on how to build branding on the web. E-Power Marketing, a full service online marketing firm with over 40 years combined experience in this specialized industry, has provided online marketing support for IHA’s website since 2001.

E-Power-Marketing_364842_imageWith 84% of Americans using the Internet every day, it is important that you grow your brand online. Traditional advertising alone just won’t cut it anymore. The Internet is a powerful branding tool. If you’re doing online marketing correctly, it can be an efficient way to set your business apart from the competition.

• How strong is your online brand reach?
• What can you do to make it stronger?
• What are consumers saying about your brand online?
• How can you improve those perceptions?

It All Starts with Your Website

Your website greets your potential customers. It needs to be strong in both look and content. The usability of your site is also important. Make sure information is easy to find, the pages are easy to navigate and all contact forms are working correctly.

The design should reflect your brand’s image and messaging. Use your logo, brand colors and taglines. Let visitors get to know your brand through your site’s colors, font choices, images and other visual cues. Keep the tone of your content consistent with your brand’s voice. If your brand is light hearted and fun, technical writing or too much industry jargon can out off your customers. Always keep your audience and your brand’s goals in mind when writing for and designing your website.

Create content that is thorough so customers’ questions are easily answered. Don’t settle for “brochureware.” Show that you are experts at what you do and demonstrate what makes you and your brand special. Your content should be informative without being a sales pitch.

Always keep your audience in mind and write as though you’re speaking to them. Be conversational in that the language used would be natural for an in-person meeting. If your target audience is product designers and engineers, get technical. If your target audience is college kids on a budget, use more relaxed language.

Make sure your website is a branded source of information for your visitors. Your website should provide easy to find contact information so that customers have no trouble getting ahold of your representatives. Give all the information necessary to turn website visitors into customers. Review your website on a regular basis to see what could be improved, both from a visual perspective as well as from a usability perspective.

How Easily Can Customers Find Your Website?

Consumers use search engines to find what they are looking for. 89% of American consumers use search engines to make purchasing decisions. That makes effective search engine optimization important to your brand’s online reach. When a potential customer does a search for your products or services, they will find branded websites, whether or not they find YOUR branded website is up to you.

While branded search visibility is important, you must also rank for more general phrases. Searchers use the first few pages of search engine results to find the top ranking websites for the products and services they are looking for. They aren’t necessarily searching for your brand’s product names or services, or even looking for your brand’s website. If you’re not outranking your competitors for the general phrases your customers are searching for, you’re missing out on business.

To have strong search visibility, you need thorough content that demonstrates that you are experts. Search engines only have the content on your website to determine which phrases your brand is relevant for. Use the content of your website to target the key phrases you want to be found for. Create specific pages for each of the phrases you want to establish search visibility for. Use phrases relevant to each specific page in the content and links. Too often content writer takes short cuts in the language so important key phrases are not fully expressed, thus undermining your brand’s search visibility.

If your brand is missing out on top search visibility:

  • Ask those in charge of your SEO for the target phrases and which pages of your website are search optimized for those phrases. Do you think they are relevant phrases that your target audience would likely search?
  • Do a search on Google for the target phrases your site has been optimized for. Is your website on the first two pages of search results?
  • Review the pages of your site that are supposed to be optimized to see if the target phrases are used. Are the keywords in the phrases used together? If not, that might be the reason for the lack of success. If the phrases are used too often, that too will block success.
  • Does the page title use the target phrase near the beginning? The page title is displayed at the very top of your browser above the toolbars.

The Internet is a powerful branding tool, use your website to build your brand’s reputation and grow your online buzz. Designing a branded, easy-to-use website is the first step in building your online brand. Optimizing that website for search engines is the next step in earning the search visibility you need to grow your brand online. Search visibility can make or break your online branding initiative. If searchers aren’t finding your website or brand’s products, they will find your competitors. Use your website to tell both search engines and potential customers that your brand is the trusted name in your industry and deserves their loyalty and business.

Stay tuned for “Using Online Marketing to Build Branding – Part 2” where branding using Social Media is explored.

Larry Stopa established E-Power Marketing in 1998. He has followed the evolution of the web and search engines to guide businesses to best use constantly changing online marketing strategies.

Do you have a question or a situation about online marketing that you want to discuss? Email Larry Stopa at larry@epower.com

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