As buyers’ fall market planning is about to get into full swing, High Point Market exhibitors looking to better connect with prospects and customers got a double shot in the arm from the High Point Market Authority. A revamped Market website, and a new partnership with Trade Only Design Library (TODL) should be well received by marketers looking to make full use of today’s latest technology.
Re-launched in July, the website features a new tool called My Market, which can be accessed with a Facebook or Twitter login on any mobile device. Exhibitor names and locations, events, notes and reminders go into a plan buyers maintain online that can be sorted many ways, including by building or shuttle bus stop.
On their end, exhibitors can use the Market website to gain Facebook “likes.” Another new feature is the ability to Twitter followers directly from the exhibitor’s own profile page on the site. Companies can add their logo, product information, Twitter and RSS feeds, YouTube videos and press releases to the profile page. The tools are free to all High Point exhibitors.
According to Tom Conley, President and CEO of the High Point Market Authority, the additions and upgrades to the Market website are the first phase of a long-term plan to help buyers more easily navigate and shop the High Point Market. The Market Authority claims “tens of thousands” of buyers view the website each week, the same number of visitors it says shops at High Point twice a year.
The High Point Residential Library, an outcome of the Market Authority’s new partnership with TODL, provides another “touch point” where buyer and seller can interact. According to Cheminne Taylor-Smith, Vice President of Marketing for the High Point Market Authority, every fall Market exhibitor, including current TODL users, will be automatically added to this branded section of TODL. Each company is featured in a free Interactive brochure that includes details about the company, company logo, website URL, showroom location and product images. The brochures will have a High Point Market “badge” to distinguish them in relevant searches.
The Interactive Brochures are free now and forever, Taylor-Smith explains. “There will always be a free version,” she says, “but there are paid options if an exhibitor wants to enhance his or her presence on TODL.”
According to a press release, TODL now has more than 65,000 design trade members. The trade-only site will be accessible to all High Point registrants, exhibitors and media. When they log in, each member will see a tab with a link to the High Point Residential Library.
“It’s early days at this point, but TODL has told us they have had ‘significant response’ to the idea from our exhibitors,” Taylor-Smith says. “The feedback we’ve had is that exhibitors are very excited by the opportunity to connect with TODL’s huge database of interior designers.”