ROSEMONT, Ill.–The International Housewares Association (IHA) will launch a new consumer engagement initiative this fall, called Inspired Home, designed to directly market its members’ housewares products to consumers.
HFN reported on the initiative last month. The IHA officially announced the launch and the name of the program this week.
IHA said it will continue its focus as a business‐to‐business organization connecting housewares companies and brands to retailers, but recently embarked on a new strategic direction: connecting its housewares expertise to consumers.
“Our goal is to elevate the housewares industry in the eyes of the consumer to drive product visibility and industry credibility, benefitting both members and retailers,” said Derek Miller, 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.”
IHA will showcase its members’ products through a variety of marketing and public relations elements including a new website, IHAInspiredhome.org, social media channels, media relations efforts and strategic partnerships. Content across all of these channels will include lifestyle articles and videos on topics such as cooking and baking, dining and entertaining, home organization, cleaning, personal care and wellness 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; and news on global color trends from Pantone.
Each exhibiting IHA member company will also have its own profile page on 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, purchase housewares products, as directed by the IHA member.
IHAInspiredhome.org is scheduled to launch on Facebook, Pinterest, Instagram, Twitter and YouTube.