By Home IQ Team
For the past two weeks we have been telling you about IMRE’s new online magazine for home product marketers, Porte.
The IMRE Home marketing experts are excited for this new endeavor in digital publishing. But as the old adage goes, when one door opens, another must close.
This will be our last post here on Home IQ. Porte is our new home, so be sure to subscribe and follow us there.
Each month we will bring you a fresh batch of inspiring and useful content from industry thought leaders and marketing experts. We hope you will join the conversation by submitting your own content ideas, opinions and insights via the open comment section at the end of each article.
Porte is a place to encourage discussion, share ideas and inspire innovative marketing in the Home industry. So join us, and open the door to new ways of thinking.
Tags: consumer marketing, home, Home Decor, home industry, Marketing, product marketing
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By Home IQ Team
Last week we introduced you to Porte, IMRE’s new online magazine for home product marketers. Now we want to pull back the curtain a bit and share what you will find in this month’s issue:
Well Done: A new product innovation, a strong partnership, a great marketing execution or a great brand reinvention – these initiatives deserve a pat on the back.
- An exclusive interview with Good Housekeeping Magazine’s SVP and Publishing Director, Pat Haegele, discussing the magazine’s new look and feel for 2013
- Baldwin Hardware’s keyless entry technology meets consumers’ needs for a safe and smart home
Master Minds: Q&A’s, guest commentary, video interviews or thoughts of the day from influencers who have made a name for themselves in the industry.
Fad or Future: The latest trends in marketing, design and product development. Will they stay or will they go?
Purchase Now: Best practices that are helping home product marketers sell more. From POS to pay-per-click we look at what makes inventory move.
We hope you enjoy our first issue. Subscribe to Porte to get the latest monthly content delivered to your inbox.
Tags: AIA, Baldwin Hardware, consumer marketing, Good Housekeeping, home, Marketing, multiscreen, pop-up retail, stainless steel
Posted in Features, Home Decor, Marketing, New Products, Trends | No Comments »
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By Home IQ Team
There’s never really been a place online devoted to the issues facing home product marketers…until now.
We’re excited to introduce Porte: an entertaining, educational online magazine that inspires new ways of thinking about marketing in the Home industry. From great campaigns and brilliant thinkers to closer looks at what is appealing to consumers today and why they buy, Porte hopes to reenergize you with thoughts, ideas, debate and discovery.
The best part, it’s published by the same people who bring you Home IQ!
Our editors are excited to bring you inspiring, yet useful content, curated every month by the Home marketing experts at IMRE.
We hope this is a place where you’ll be able to take a break from the daily grind and explore new approaches to marketing, new sources of creativity, and new ways of thinking about Home products—and how/why people buy them.
We invite you to check out our inaugural issue here.
Happy exploring. We can’t wait to hear what you think.
Tags: decorating, home, Home Decor, home products, Marketing, Porte
Posted in DIY, Green, Home Decor, Marketing, Remodeling, Trends | No Comments »
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By Social Marketing Team
As we head into 2013, social media continues to establish a strong marketing presence across all industries, with the home industry being no exception. In 2012, we saw increased social activity during trade shows, a growth in user generated content, brands harnessing the power of Pinterest, and mobile retail reeling in showroom shoppers.
Let’s take a look at overall social media marketing trends from the past year, and then look ahead to what we can expect in 2013:
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By Home IQ Team
The Oxford Dictionary defines luxury as,
“A state of great comfort or elegance, especially when involving great expense; an inessential, desirable item which is expensive or difficult to obtain; a pleasure obtained only rarely”
In the eyes of interior designers however, the modern definition has evolved into something much more attainable, lasting and unique to their clients.
Elle Décor’s latest survey of 400 designers revealed this new theme of quality over quantity in the luxury home space. With 68 percent of designers agreeing that quality is the single most important factor in determining true luxury, they are seeing less frivolous, more thought out purchases, many of which are customized to the client.
Richard Mishaan notes that the trend is shifting from more is more to the less is more philosophy of past eras: “What our parents knew as luxury was getting one good thing; it makes more sense now than getting 20 inferior things.”
Price and brand no longer define what is considered luxurious. Only 5 percent of designers noted exclusivity, and none thought recognition of brand or materials was important to clients seeking luxury. “Now its okay to mix high and low and still create a luxurious room,” said Rayman Boozer. “Pedigree is not as important as personal preference.”
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Tags: designer, Elle Decor, home, Home Decor, interior designer, luxury, Richard Mishaan, Stephen Gambrel
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By Home IQ Team
Tablets are the No. 1 gift on the wish list of adults, among all types of consumer electronics as well as overall this year, according to a survey done by the Consumer Electronics Association.
With more tablets in-hand, more consumers will be able to engage with online media, click through eye-catching ads and head down the path to e-commerce purchase points.
In fact, consumers are most likely to use their tablet to read up on breaking news during “personal prime time” in the evening hours at home. This leisurely reading time, often referred to as a “lean back activity,” leaves consumers open to browsing through other sites and advertisements during their intended news consumption.
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Tags: brands, consumer electrics association, consumers, holidays, Marketing, ROI, tablets
Posted in New Products, Trends | No Comments »
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By Sarah Findle
This year for the holidays, homes will not only be filled with more family and friends, but also new home goods decking the halls. In its latest holiday forecast, IBM predicts a 7 percent increase in home furnishing sales in November and December. This trend can be attributed to an increase in multigenerational homes and a focus on more practical gift giving.
According to the U.S. Census, “multigenerational homes have increased by more than 1.2 million over the past few years.”
The Pew Research Center also reports,“41 percent of adults between the ages of 25 and 29 are living, or have in recent years lived, with their parents.”
This influx of inhabitants (both permanent and holiday visitors) has lead to an increase in furniture, décor and bedding purchases across the board.
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Tags: gifts, holiday gifts, holidays, home, home goods, multigenerational homes
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By Abby Draper
In a still uncertain economy, studies released in conjunction with the Greenbuild International Conference & Expo, held Nov. 14-16, in San Francisco, express that residential green construction is on the rise. It is expected that by the end of 2012, green homes will comprise 20 percent of the market and by 2016, one third of all home builders in the U.S expect to be fully dedicated to building green. With the escalation of green building in the residential space, we predict that we will see an increase in accompanying eco-conscious interiors. After attending Greenbuild, we identified three developing design trends we hope to see prosper in the coming year:
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Tags: build, Energy, energy efficient, Green, Greenbuild, home, insulation, solar panels, windows, zero effect
Posted in Alternative Energy, Green, Home Decor | No Comments »
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By Home IQ Team
StyleSpotter Lisa Ferguson shared a new seating trend seen in several showrooms at High Point Market – two armchairs in place of a bench at the foot of the bed.
A backstage pass can now be acquired with the click of a button, no I.D. required. Product launches and new trends at top-tier tradeshows and invite-only industry events are no longer exclusive to those on the guest list, thanks to the increase in use of social media and online news outlets. Whether from the front row of Fashion Week or the comfort of your living room, consumers at all levels of the purchase funnel can view, comment on, and essentially create demand for a style, brand or specific product as it hits the runway or showroom.
Tradeshows such as High Point International Home Furnishings Market took over the Twitter feeds and blog queues of many of the industries top influencers, and average consumers a few short weeks ago. A pre-market Twitter chat shared some of the new products that would don showroom floors, and StyleSpotters posted their favorite finds to Pinterest throughout the show.
In the past, brands were easily able to embargo product launches and feed new styles to buyers and designers in a closed setting, with the end consumer finding out about the latest and greatest several months later, when buyers received shipments in store. Essentially, styles and trends were determined by what retailers deemed suitable to share with their customers.
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Tags: consumer, consumer marketing, High Point International Home Furnishings Market, Home Decor, Pinterest, presumers, product launch, StyleSpotters
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By Home IQ Team
The tables have turned in the world of advertising. Instead of ads influencing us, we are influencing ads. Brands are creating advertisements and campaigns that are sourced not from stock photography or an ad agency brainstorm, but from smartphone pics and Twitter chatter. By taking cues from social media conversations and user generated content they communicate brand messages to their audience using a familiar language.
Samsung’s latest TV ad, depicting “competitor brand” customers (ahem, Apple) waiting in line for the latest product launch, features a script inspired by real Tweets that were complaining or joking about features of the iPhone 5. Proctor & Gamble also looked to Twitter conversation when writing copy for their Duracell Powermat TV ad. They noticed people referring to their battery as green or red depending on the amount it is charged. The commercial shows battery status hovering above passerby’s’ heads in bright red or green color, appealing to the popular color reference.
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Tags: advertising, Barney's NY, branding, Coach, Proctor & Gamble, product launch, Samsung, social media, Wall Street Journal
Posted in Marketing, New Products | No Comments »
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