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Connecting with New Consumer Is Crucial Says Knorr at WHFA

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“Product-centered, mass advertising strategies are losing ground to Internet savvy consumers,” said Douglas Knorr, president of Knorr Marketing during a presentation in the WHFA Retail Resource Center at the recent Las Vegas Furniture Show. According to Knorr, “Retailers often say there are 52 starts a year, referring to weekly advertising and sales promotions. However, because of the Internet, retailers are now facing a 365-day a year on-going engagement with the consumer. So, besides making initial contact, retailers must focus on sustaining a dialog with the consumer. That requires everything from monitoring blogs to crafting compelling website content and pushing-out personalized offers using e-mail.” Knorr showed examples of how retailers are successfully using the Internet to drive traffic to their bricks and mortar stores. He also introduced some proprietary software products Knorr Marketing is using to help retailers monitor consumer attitudes, connect with the consumer in a sustainable, on-going manner and bring together the retailer’s sales and marketing team. Knorr’s presentation was titled: “How to Market When the Customer Is In Control!” and was the first of five WHFA Academy Training Series programs focused on Consumer Habits at the Western Home Furnishings Market held July 30 – August 3 in Las Vegas, NV. The Western Home Furnishings Association (WHFA) is the largest affiliate of the NHFA, representing more than 1,100 independent home furnishings retailers in more than 2,800 stores in 12 western states. National Home Furnishings Association (NHFA) is the nation’s largest organization devoted specifically to the needs and interests of home furnishings retailers. NHFA’s membership comprises 2800 corporate entities representing 10,000 stores in all 50 states and several foreign countries. With over 20 years in the industry, Knorr is nationally known for his expertise in the home furnishings industry, with clients throughout the United States. Knorr Marketing, headquartered in Traverse City, Michigan, is a full-service, award-winning advertising/ marketing/PR/Internet agency. The firm builds brands, builds customer relationships and builds traffic for a variety of clients, primarily in the home furnishings industry.

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