The International Housewares Association (IHA) will launch a new consumer engagement initiative, called Inspired Home, which is designed to directly market its members’ housewares products to consumers.
Since its founding in 1938, the IHA has played a key role as a business-to-business organization connecting housewares companies and brands to retailers, primarily through its annual International Home + Housewares Show. While these efforts will continue to be a main focus for the organization, the IHA is adding a strategic program aimed at consumers.
“Our goal is to elevate the housewares industry in the eyes of the consumer to drive product visibility and industry credibility, benefiting both members and retailers,” said Derek Miller, the IHA’s vice president, global marketing. “Inspired Home gives us the opportunity to interact and engage directly with consumers all year round, providing resources and inspirational content that will inform their purchasing decisions and ultimately drive housewares sales.”
Representing some of the most well-known brands in the housewares industry, such as KitchenAid, Hamilton Beach, OXO, simplehuman, Keurig, Conair, Pyrex and many more, the IHA will be showcasing its members’ products through a variety of marketing and public relations elements including a new website, www.IHAinspiredhome.org, social media channels, media relations efforts and strategic partnerships.
Content across all of these channels will include:
- Visually compelling lifestyle articles and videos on topics such as cooking and baking, dining and entertaining, home organization, and more.
- Photo profiles of the latest products for seasonal or holiday occasions.
- Seasonal recipe ideas and inspiration.
- Education and guidance on how to make housewares purchasing decisions.
- News on global color trends from Pantone.
Each exhibiting IHA member company will have its own profile page on www.IHAinspiredhome.org with up to 50 product images for consumers to easily access, along with links to the member’s website and social media platforms. The collection of brands and products will provide consumers with the ability to search for, learn about and, ultimately, to purchase housewares products, as directed by the IHA member.
IHAinspiredhome.org is scheduled to launch this fall along with corresponding social media channels:
Facebook at facebook.com/IHAinspiredhome, Pinterest at pinterest.com/IHAinspiredhome, Instagram at Instagram.com/IHAinspiredhome.
