International Market Centers, which operates key furniture showroom buildings in High Point, NC, has rolled-out a new marketing strategy to improve its tenants’ prospects. To promote the biannual High Point Market, it has developed a campaign that incorporates a new website and social media accounts for IMC premium properties, it stated.
“We are excited to introduce our new marketing strategy for Fall High Point Market,” said Karen Olson vp/home furnishings marketing. “We previously focused on individual marketing strategies for each property, but we have now streamlined our approach to be much more cohesive, bringing all properties under one IMC umbrella, while still maintaining the unique personality of the various venues and destinations.”
The new campaign— dubbed “The Center of Market. The Heart of Your Business.”— will underscore IMC High Point’s value proposition by showcasing properties the company operates, highlighting the diversity of products presented and demonstrating the benefits of leasing and visiting its properties during the show.
IMC recently unveiled its new website and social media plan for the Fall Market, which included merging four existing websites: those for Showplace, Market Square Properties and IHFC. The result is one cohesive web presence for IMC High Point: www.imcenters.com/highpointmarket, the company noted. The new social media plan parallels the strategy behind forming the new website by creating one improved IMC social profile. Each specific property still will receive social media promotion, but it will be accomplished via one main and recognizable profile. Tenants, buyers, distributors, media and Market attendees can begin following, liking and participating in IMC High Point’s social channels through www.facebook.com/imchighpointmarket as well as on Twitter via @imchighpointmkt and Pinterest via www.pinterest.com/imchighpointmkt.
“We feel it’s important to unify our buildings and messages, and be viewed as one company,” said Olson. “This streamlined approach to our social media channels will convey our prominent presence in High Point as well as give buyers compelling reasons to visit our buildings and customers.”
The Fall High Point Market runs from October 13 to 18. With 12 million square feet of space, more than 2,000 exhibitors, and 45,000 registered buyers, High Point Market offers myriad products, education and networking opportunities, IMC asserted.