The second annual National Home Furnishings Month, which culminated with a weeklong sales event September 18-26, set a new participation standard for both retailers and consumers.
According to the World Market Center Las Vegas, which sponsored the event, more than 9,000 retailers nationwide participated in the consumer marketing initiative, which represents an increase of 30% from the inaugural year. Participation included placing a listing on the homeyet.com store locator section as well as taking advantage of the complimentary tool kit and in-store promotion.
The 2010 campaign featured a month-long home mortgage sweepstakes that retailers could promote in-stores and online during September. The broad-based initiative focused on creating extensive partnerships with retailers nationwide and leveraging prominent online platforms such as Facebook and MarthaStewart.com. It also included a broadcast advertising campaign featuring HGTV’s Monica Pedersen who participated in a satellite radio tour that aired nearly 1,600 times during September.
In total, the campaign generated more than 200 million impressions in paid and earned media, according to the World Market Center organization, much of it generated by the Facebook promotion that hyper-targeted users based on their likes, interests and connections. In the span of one month, the campaign’s Is it Home Yet’s page attracted 23,373 fans, who continue to stay active through new content and conversation, a WMC statement asserted.