IHA to Target Consumers
ROSEMONT, Ill.-The International Housewares Association plans to unveil a consumer brand, along with a new website, to help facilitate interest in the category and ultimately spark sales for its members.
IHA executives told HFN that the brand name and website will be announced next month. The website is expected to be up and running by October.
"With the help of our members (who will provide brand and product information to the site), we can influence the consumer to purchase products," said Derek Miller, IHA's vice president, global marketing. "It's not about promoting the IHA to the consumer; it's not about bringing consumers to the show. It's about bringing our members and their products directly to the consumer."
The website will include consumer-focused, problem-solving articles on housewares items. Included in the constantly evolving articles will be contact information on IHA members, as well as their products and brands related to the articles.
"If the company wants to include where to buy, they can do that," Miller said. "We don't want to get involved or in the way of the transaction, but we want to give the consumer information on taking the next step."
IHA plans to promote the consumer brand and website through social media such as Facebook, Pinterest and Twitter.