Roseville, CA, March 5, 2014 — The North American Home Furnishings Association (NAHFA) has announced its schedule for the 2014 High Point Market Seminars, April 5-8, 2014. The NAHFA educational seminars, which are free to market-attendees, are held in the Retailer Resource Center (RRC), 1st Floor of Plaza Suites, 222 South Main St.
“This Market we’ve added two government relations focused seminars,” said Sharron Bradley, NAHFA’s CEO. “The Association’s lobbyist will discuss the issues that we’re monitoring for our members and the industry, and we will have an informative seminar on the Affordable Care Act that will provide critical information on the Act’s impact on both large and small businesses.”
The NAHFA hosts seminars during both Las Vegas and High Point Markets in the RRC—a place designed to give retailers access to information, vendors, workshops, and speakers that can help improve and grow their businesses. Sessions topics include everything from sales and sales management to social media, operations, government relations, promotions, technology, and more.
Seminars are offered Saturday, April 5 through Tuesday, April 8 during the High Point Market.
For more information about the NAHFA’s Retailer Resource Center or the seminars, please visit www.nahfa.org or call 800-422-3778.
A complete listing of the dates and times of NAHFA’s seminars follows:
Saturday, April 5, 2014
8:30 – 9:30 a.m.
3 Sensational Ways to Jump Start Your Business
Phillip Gutsell, GutSELL & Associates
Jump start your business with three sensational reasons for having a special event—re-merchandising, remodeling, or reorganizing. If your sales are flat, you’re making major line changes, or adding vendors, a re-merchandising event can help. A remodeling sale is a great option if you’re updating displays, renovating your building or relocating. If it is time to pass management on to the next generation, the re-organizing promotion can triple your volume for 30 to 90 days. Learn why and how to take advantage of these events to increase volume.
10:00 – 11:00 a.m.
NAHFA is Looking Out for Retailers, is the Government?
Bill Simmons, Managing Principal, Grayling
NAHFA’s lobbyist, Bill Simmons, managing principal at Grayling, a Washington, D.C. government affairs firm, outlines the legislative and regulatory issues facing the furniture industry today. Find out how recent budget negotiations and pending environmental and labor regulations—like formaldehyde and flammability regulations in furniture and hours of service and proposed labor rules—can make or break your stores. Whether you have one or 100 stores, issues like health care, immigration, tax reform, and the 2014 midterm elections will influence how you do business this year. Bill has been working on behalf of the industry for many years—he knows the ins and outs of the Beltway and can help us help you influence the movers and shakers. Don’t get caught with your head in the sand—make a difference.
11:30 a.m. – 12:30 p.m.
5 Steps to Profitable Mobile Marketing
Tim McLain, Netsertive
You’ve been asked hundreds of times, “Is your website mobile-friendly?” While you may have addressed that question, have you addressed whether your mobile site is optimized to convert mobile shoppers into buyers? Mobile shoppers that land on your website are likely to buy from you within the first 24 hours. One of every three clicks to retailer websites now come from mobile devices. This session offers you the rundown on mobile marketing—from start to finish—in five steps that cover everything from strategy and concepts (like geo-targeting) to effective placement and writing mobile-friendly copy. Stop living in fear of the mobile shopper—this market you will come away with all the necessities for converting local buyer spontaneity into $$$$
1:00 – 2:00 p.m.
Business Intelligence Tools and Key Performance Indicators (KPIs) in the New Era of Big Data
Donnie Surdoval, STORIS
Furniture retail software provider STORIS will present innovative approaches to better understanding your business and leveraging new technologies in the information age. Topics will include how to leverage data that already exists in your organization and new tools that allow you to gather more of it; how evolving data analytics tools can empower your most valuable resource, your employees, with new formats and customizable views; how KPIs can make your organization more agile – the value of knowing who your customers are, what they buy, where they buy it and how much they spend; and the future of data analytics – predictive analysis and simpler and easier user interfaces.
2:30 – 3:30 p.m.
Reap the Rewards of Advertising with Online Video
Jim Knutt, Sheila Duffy-Lehrman and Delaun Petersen, Tropic Survival/CometAds
Research shows a significant increase in brand awareness and brand retention among consumers who have viewed online video ads. US digital video ad spend will rise 41.4% this year and by another 40% next year. The Interactive Advertising Bureau (IAB) found that much of this new digital video spend increase will come out of former TV budgets, and that video advertising recall is twice as high as TV spot recall. You will learn how digital video presents increasingly more opportunities for using cross-platform campaigns, maximizing online budget, and attaining meaningful consumer engagement.
4:00 – 5:00 p.m.
Think Like a Marketer, Not an Advertiser, and Grow!
Doug Knorr, Knorr Marketing
New research and case studies will defend and define what retailers today must integrate into their advertising program to enjoy stronger results with their advertising investment. Attendees will learn how to reach the changing consumer, conquer the dynamic advertising landscape, increase the effectiveness of their advertising, and increase advertising ROI.
Sunday, April 6, 2014
8:30 – 9:30 a.m.
The Outlook for the Furniture Industry
W.W. “Jerry” Epperson, Jr., Mann, Armistead & Epperson, Ltd
Furniture industry guru Jerry Epperson will once again enlighten us with his furniture research expertise on the current state of future of the furniture industry, and how it affects your business.
10:00 – 11:00 a.m.
Back to Basics: Retail Store Design 101
Martin Roberts, M Roberts Design
Why are store design and layout important? Starting with the basics and including the latest trends, Martin will share his vast experience in the world of retail furniture store design. Highlighting successful tricks of the trade and today’s latest trends, he will also share his thoughts on the future of the industry. This informative presentation will be followed by a Q & A period.
11:30 a.m. – 12:30 p.m.
Making Traditional Media and Online Advertising Work Together
Charlie Horich, Brad Lebow, Chip Hector, David Weinstein, Horich Hector Lebow Advertising
HHL will examine ways that furniture retailers are maximizing their promotional and branding messages by integrating online advertising with traditional media. They’ll present an innovative online strategy that targets consumers who have demonstrated an interest in buying furniture, including case studies for both small and large retailers. In addition, they’ll look at creative executions that drive traffic to your website as well as through your front door.
1:00 – 2:00 p.m.
E-Commerce: The Truth about Selling Furniture Online
Denise Keniston, Web4Retail
We’ve all heard the astounding online shopping sales numbers reported for 2013 from online giants such as Amazon, Wayfair, and Overstock.com. But, what does it take to for a smaller furniture dealer to start an online store in today’s world? This seminar examines the ups and downs of starting a new online store, how much it takes, and the likelihood of success.
2:30 – 3:30 p.m.
Omni-Channel Marketing: Strategy or Struggle?
Jeremy Gustafson, Sr. VP of Retail & Digital Strategy, Kreber
Today’s consumer expects to engage a brand whenever, wherever and on whatever device or medium they choose. Today’s marketing professional is struggling to supply engaging content for print, TV, radio, web, tablet / mobile and social media channels. Building a sound strategy to create and deploy your brand content in the appropriate venue is more important than ever before. Jeremy and his Kreber colleagues will provide insight on today’s consumer and what you can do today to rebalance your marketing portfolio so it supports your omni-channel plan. He will also share success stories from key retail clients including Sears, Bed Bath & Beyond and Macy’s.
4:00 – 5:00 p.m.
The Affordable Care Act and Your Small Business
Greg Stancil RHU, ChHC; Director of Healthcare Reform, Scott Benefit Services
The North American Home Furnishings Association invites small business retailers to attend this important seminar on Affordable Care Act Updates, presented by Scott Insurance. Learn how ACA will affect you, your employees, and your small business. Even if you think you’re ready for the roll out, this webinar provides a clear, concise breakdown of the rules and regulations, some of which you might not be aware of. The seminar includes information on expected cost increases; Healthcare Exchanges; penalties; and options.
Monday, April 7, 2014
8:30 – 9:30 a.m.
The Ultimate Guide to Instagram Marketing
Kevin Doran, R&A Marketing
Every day, 55 million photos are uploaded, 86.4 million comments are posted, and 691.2 million users like various photos in their feeds on Instagram. If your marketing strategy includes marketing to Generation Y and Millennials, Instagram is kind of a big deal. Learn how best to utilize Instagram in your marketing and website to effectively showcase your store, your business, and your message.
10:00 – 11:00 a.m.
Adapting to Maximize the Evolving eCommerce and Digital Landscape
MicroD, Inc.
MicroD will host an industry panel to discuss winning ways to navigate the ever-changing digital landscape. Through a synergistic collaboration between manufacturers and retailers, panelists will outline their experiences in fulfilling these new consumer expectations. Recent trends have shown that Marketing expenditures on home furnishings are significantly shifting to digital channels that focus on the consumer, their wants, needs, and expectations. Working together – manufacturers and retailers need to broaden their appeal within this expanding online environment.
11:30 a.m. – 12:30 p.m.
Key Performance Indicators: Knowing What Counts
Learn the top 10 metrics for the furniture industry & how to manage them successfully
Lee Rychel & Shelley Parlin, PROFITsystems, an Accellos Product
Key Performance Indicators (KPIs) are used for two main purposes: define what is important to your business and to measure progress toward your company’s strategic goals. There are a thousand things that can be measured, so how do you know which are the most important? This interactive session will provide a practical approach to managing your KPIs. Discover the top 10 KPIs that will help improve your company’s productivity and profitability, and how to manage them in your business. Lee Rychel and Shelley Parlin have spent their careers studying the furniture industry KPIs and how to use them to create a competitive advantage. Join in on a lively discussion showing you which metrics to follow and how to use them to build the results you want.
1:00 – 2:00 p.m.
The Pros and Cons of Different Sales Compensation Plans
Joe Milevsky, JRM Sales & Management
Every retail outfit is unique. There is no one-size-fits-all model for sales compensation. During this seminar, we will cover different ways of compensating; pros and cons of each system; effective methods; how to determine the amount a salesperson should earn; and stress-free ways to change the way you compensate.
2:30 – 3:30 p.m.
Safe-t-y Window Treatments & Design (.01 CEU)
Margi Kyle, The Designing Doctor
Attendees will have an in-depth look at how to update old blinds/shades and make them safe. The world of window coverings is changing to protect our children. We lose at least one child a month to infant cord strangulation. The laws have changed and designers, store owners, retailers and parents need to learn them and make sure their children and businesses are protected. Margi discusses how to design safe window treatments that will finish the space through color, style, light and function. Also learn the business side of windows—how to brand your company in new and exciting ways.
4:00 – 5:00 p.m.
Targeted Advertising
Bob George, FurnitureCore/Impact Consulting
Driving traffic and purchasers into your store is what great advertising does, right? You have your list of your best customers, but sometimes your advertising doesn’t seem to be working. What can you do to stack the odds in your favor? In this seminar you will learn what you need to do to bring in shoppers who are your targeted consumers – the ones most likely to come in your store and purchase furniture.
Tuesday, April 8, 2014
8:30 – 9:30 a.m.
The Essence of Retail: Every Dollar Your Earn Passes Through the Hands of Your RSA
Gerry Morris, Inner Spring
There is a moment in time, where all the efforts of manufacturers and retailers come down to a single conversation between Retail Sales Associate (RSA) and shopper. This is where the ownership of goods is transferred from the supply side to the demand side of the equation. Until that happens nothing else matters! RSAs must be prepared and given every opportunity to make the sale. This seminar will teach retailers five steps to increased sales.
10:00 – 11:00 a.m.
How to Keep and Add Customers in a Tough Economy
John Egger, Profitability Consulting Group
This one-hour seminar will review several tried and true methods to maintain your current customers’ loyalties while increasing your customer base. Attendees will leave with ideas they can put into practice as soon as they return to their stores, such as dealing with competition; identifying the “Value Driven” customer and knowing how to sell to them; understanding the buying motive in a savvy shopper; and how to build a long lasting relationship with your consumer.
11:30 a.m. – 12:30 p.m.
How To Create Capture & Convert Prospects Into Paying Customers 24/7
Jeff Giagnocavo, Mega Mattress Info Systems LLC
What is your website missing? Jeff will cover three key critical elements every retail website is missing, and why no amount of added effort to drive more traffic to your website will pay off until these three elements are in place. Learn how to set up your business to attract your ideal clients and begin a relationship with them before they even step foot in your store. Retail store owners will learn how to re-evaluate where client relationships actually begin, and to understand that the goal is not to get more traffic, but to begin real relationships with new prospects that are value-added.
1:00 – 2:00 p.m.
Use Deep Social Media Engagement to Drive Sales
Anna Shkolnikov, Resident Marketing & Social Media Expert, Autodesk
Are all your likes and followers really translating into sales? To keep your business top of mind with today’s social media-savvy customers, you need to truly connect with them in a context that supports your brand. Autodesk gives you the cutting-edge social media tools and engaging interactive visualization content you need to find, target, connect with, and track millions of engaged home-design consumers, enthusiasts, and interior designers.
2:00 – 3:00 p.m.
Turning Demanding Consumers into Satisfied Customers
Tom Connard, Content Services & Technical Sales Manager, Autodesk
A relentless wave of new technologies is empowering consumers to be more expressive and expect greater participation. These changes are beginning to shape furniture and furnishings markets, just as they have impacted so many other industries. Now the consumer directs the experience. What does this mean to you? What does this empowered population do with the technology and media that are now under their control? And how should you respond? Learn how you can take advantage of advanced, yet easy-to-implement visualization solutions to drive customer engagement and increase sales. From photo-realistic product configuration to 360° product viewing, and floor planning to 3D room design, you can help your customers integrate your products into the story of their lives and homes.
About the North American Home Furnishings Association:
The North American Home Furnishings Association (NAHFA) was founded in 2013 with the merger of the three largest home furnishings retailer associations in the U.S. The NAHFA is the nation’s largest organization devoted specifically to the needs and interests of home furnishings retailers, with more than 1,800 members representing more than 7,000 storefronts across all 50 states and several foreign countries. Association offices in the East, West, and Central United States provide its members with programs, resources, services, and a unified voice in government relations by partnering with home furnishings industry suppliers, vendors, affiliates, and other organizations. For more information on the NAHFA visit www.nahfa.org.