Withit Presents Exclusive Gen-X Research: The Palliser Research Project

Furniture World Magazine

Generation X is an image-driven population, ages 25 to 40. How do we talk to them? How do we reach them? What do they think of current marketing efforts to their generation? On Feb. 5, Women in the Home Industries Today (WithIt) will present a day of information that focuses on Generation X, including original research commissioned by the organization. It is the kickoff for a three-day Leadership Conference, hosted by WithIt and Young Home Furnishings Executives (YHFE). All events take place at the Airport Marriott in Greensboro and begin at 8 a.m. The cost of the Wednesday sessions is $100, which includes lunch and breaks. “The daylong workshop is offered for the industry’s future leaders – the vice presidents, marketing managers and those that otherwise may not be able to attend industry conferences,” said Karen McNeill-Harris, WithIt president. “This is an affordable and accessible one-day educational event focused to a great degree on a topic that requires greater study, Generation X.” Sponsored by Palliser Furniture Ltd., the Palliser Research Project will be presented by researcher Al Wight, president of Strategic Decisions Inc., a leading market research firm serving manufacturers and retailers in the home furnishings industry. It will be followed by a series of sessions led by industry leaders. The day of activities includes the following: The Palliser Project: Will the Real Gen-Xer Please Stand Up? Al Wight of Strategic Decisions will present the results of original research, commissioned by WithIt in conjunction with Palliser Furniture Co. Generation X Talks Back Kimberley Wray of the Connie Post Companies moderates a panel of fellow Gen-Xers including Glenn Prillaman, Stanley Furniture Co.; Ann Pfund, Pfund + Fleck; Sirri Lyke, United Airlines; and Kevin von der Lippe, PAI. Time to Get Real: Applying the Research Ellen Gefen of The Gefen Company moderates a panel of leading marketers who target Gen-X, including Paul Martens, Palliser Furniture; and Patrick Noone, The Color Works Inc. Mistakes Made, Lessons Learned A luncheon address by Connie Post, Connie Post Companies. Media Savvy: How to Stand Out It’s time to switch to new ways to reach Gen-X, according to panelists Holly Stewart, VF Corp.; Patrick Cloninger, trend forecaster and writer; and Tiffany Mullis, Vanguard Furniture Co. Karen McNeill-Harris of McNeill Communications Group moderates this session. Managing Gen-Xers to Success Caroline Hipple, president of Storehouse Inc., shares her insights into managing a largely Gen-X team, with Storehouse associates Anita Pugh and Chris Matthies. On Thursday and Friday, Feb. 6-7, WithIt and YHFE co-host Stephen Covey’s 4 Roles of Leadership, an intensive two-day workshop that delivers the tools and knowledge needed to become an effective leader. The cost is $500 per participant. On Thursday, following the session, Scott Insurance is hosting a Hospitality Suite at 8:30 p.m. at the Marriott. Both programs are open to the home furnishings industry and public. For more information or to register, contact Sara Lyke, WithIt executive director at 336-880-2188, or by e-mail at withitexecdir@triad.rr.com. WithIt, founded in 1997, encourages and develops leadership, mentoring, education and career opportunities for women in the home furnishings industry.