High Point Market is the world's largest home furnishings trade show, happening biyearly in High Point, North Carolina. This is a significant initiative for the Sharp Think home and design teams, which have a robust history of engaging clients in the show over the years. For the Fall 2022 Market, Sharp supported American Leather, Arteriors, Four Hands, and York Wallcoverings, securing a total of 89 placements and over 46M impressions – and counting – across all brands.
Pre-show coverage was the teams’ first priority. By identifying the media publishing previews of Market, Sharp pitched these editors new launches, product offerings, and brand news. Through these efforts, the teams secured placements in dozens of media, including AD Pro, Business of Home, Furniture, Lighting & Decor, and Home Accents Today – which featured Arteriors on the print cover of the October issue distributed at market.
Onsite Press Appointments
Shifting to at-market goals, each client entrusted Sharp with inviting press into their showroom for private, guided tours by a brand representative or Sharp team member. Press appointments are meant to showcase all new offerings and launches to the media, providing them with specific details and gauging their thoughts for future stories. Through detailed pitching and follow up efforts, the teams were able to schedule 62 appointments across the four brands, with media across the top shelter, design, and trade publications.
In preparation for these appointments, the teams conducted extensive research on media attendees to inform media briefs, which provide clients with a clear idea of who was coming into the showroom, their beat, any key details of what they were looking for for upcoming editorial coverage, and what’s in the pipeline for long-lead opportunities.
Post-show, the Sharp teams were quick to conduct targeted outreach to appointment attendees, providing each with specific materials they requested or found interesting based on meticulous notes taken by Sharp staffing. This outreach initiative was coupled with a wide media-blitz to share press kits to media that did not attend. Coverage results for post-show and trend recap placements to-date include AD Pro, Business of Home, Designers Today, Furniture Today, and Houzz.
Results, Results, Results!
Overall, the Sharp teams were able to secure 89 placements and over 46M impressions across all brands. See below for some of the top trade placements to-date, with many more long lead shelter stories in the works from appointments:
- American Leather in Furniture Today: Cover Story; Motion Upholstery
- Arteriors in Houzz: What’s New and Next in Home Furnishings
- Four Hands in AD Pro: High Point Market Fall 2022 Recap: 6 Furniture Design Trends Coming Next Year
- York Wallcoverings in Business of Home: The best debuts at High Point this fall