Pre-Market Dates Set for High Point
December 1, 2009Sponsoring manufacturers of Pre-Market met in High Point last week where they set an agenda for the coming year and finalized dates for 2010's Pre-Market events: March 15-16, and September 13-14.
Guided by a group of leading furniture manufacturers, with the support of major multi-tenant buildings and the High Point Market Authority, Pre-Market has steadily gained traction throughout the past two years as an event that enables leading retailers to preview major product collections, secure distribution and strengthen relationships with key vendors and company principles.
"In times like these, everybody has to work smarter and more efficiently, and Pre-Market affords manufacturers and retailers quality time to really connect," said Kevin O'Connor, chief executive of Samson Marketing, parent company of Legacy Classic and Universal Furniture. "It's a relaxed environment that encourages interaction between top-level executives that is quite unlike the frenetic, time-pressed interchanges of Market. Again and again, the retailers tell us that participating translates into a true competitive advantage."
"The emphasis on the ability to review 'Market-ready' product in advance of Market one month later is one of the critical elements making the Pre-Markets events so successful," said Brian D. Casey, president and chief executive officer of the High Point Market Authority, and spokesperson for the Pre-Market manufacturers. "The breadth and depth of new product available here has always been a strength of the High Point Market, and the Pre-Market sponsors have demonstrated a major commitment to that end, which is why High Point performs so well in meeting the needs of the industry. And, the commitment is there for the long run."
2010 Pre-Market sponsors include American Drew/Lea Industries; A.R.T. Furniture Inc.; Aspenhome; Bernhardt Furniture; Broyhill Furniture; Casana Furniture; England Inc.; Hammary Furniture; Hekman; Homelegance Inc.; Hooker Furniture; Kincaid Furniture; Leather Trend; Legacy Classic; Magnussen Furniture; Natuzzi; Palliser; Pulaski Furniture; Riverside Furniture; Samuel Lawrence Furniture; Schnadig International; Stanley Furniture; Universal Furniture; Vaughan-Bassett Furniture; 220 Elm; International Home Furnishings Center; and Merchandise Mart Properties.
Pre Market trade shows are a fantastic concept for manufactuers to present their product to wholesalers, retailers and in some instances consumers.
The aim is to begin your marketing strategy in earnest and within the marketing, sales and service plan. The theme should be cemented and "What you want to do is have a target audience. It can be examined and contact executed from the pre-show registration list, your existing client or customer list, known buyers and from internet research. You want to target those people." Once you've chosen the target audience send them a creative and exciting invitation that will draw them to your show stand.
Remember, though, the product needs to tie in with the theme of the mailing, which should be consistent with the theme of your at-show and after show promotions. Being unique and even quirky can win over people.
The aim is for your audience to remember your product. This is how you obtain your branding. Your after show promotions should begin within the shortest possible time frame as it is the opportunity to saturate market with your advertising.
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