National Home Furnishings Month breaks records
"Is It Home Yet?" campaign targets renters
Casual Living Staff -- Casual Living, 11/14/2011 9:39:07 AM
The third annual National Home Furnishings Month, sponsored by International Market Centers, broke records after expanding this year's industry-wide retail campaign to a large American demographic: renters.
More sweepstakes entries, more dealer participation and more "Is It Home Yet?" fans marked this year's campaign results.
The month-long promotion, which ended Sept. 30, added a new twist to the consumer-targeted promotion by expanding the grand prize, which previously only offered mortgage payments for one year, to now include rent to the offer.
By increasing its participation base to renters, and executing a more targeted social and Web campaign, IMC declared it the most successful National Home Furnishing Month to date, drawing nearly 118,000 entries, an 11 percent increase compared to last year's campaign. The official site, homeyet.com, drew 128,814 unique visitors and 316,780 page views.
The industry-wide program was designed to drive sales to participating retailers and offer consumers sage advice on home décor. Since inception, "Is It Home Yet?" has been offered as a complimentary service to retailers. This year's campaign attracted 15% more stores than last year.
The Facebook fan base in 2011 increased to 51,396 at the conclusion of the campaign, a 20% growth in "likes" over last year's campaign. The campaign also received an above average click-through rate on Web-based media this year. Out of all the consumers who entered the sweepstakes, 45% said that when shopping for furnishings they would mostly seek expert advice and information in stores and 32% said they would use the internet.
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