By Vicki Matranga
Design Programs Coordinator
Stephen Reily was a male marketer in his early 40s who was surprised to learn that his global consumer packaged goods clients were ignoring some of their most profitable customers: women 45+. After asking women how they interacted in a marketplace that ignored them, he built Vibrant Nation as an online platform for them to support each other with referrals and advice. It turned out that the most valuable form of marketing for women 45+ comes from other “women like them,” and Vibrant Nation became the largest online community for these women, many of whom are influencers with their own blogs and social media platforms – reaching another 50+ million women each month. Vibrant Nation is now a network of experiences that engage women 45+ for some of the world’s largest brands.
Stephen Reily is also the founder of IMC, a brand licensing agency and the parent company of Vibrant Nation. IMC has represented housewares brands and developed new housewares products for more than 15 years. IMC staffers regularly attend the International Home + Housewares Show to meet with clients and licensees.
Stephen, what is the most exciting or rewarding part of your work?
Listening to consumers – they’ll tell you what they want, if you’ll listen.
What fuels your inspiration?
At Vibrant Nation we are inspired by the way that women connect with each other and share solutions, recommendations, advice and support with total strangers online.
In the past few years, what has changed most in your business? How has your company met these challenges in the way you do your work?
Digital marketing was already important a few years ago, but the way that consumers use it has become more interesting. In the cyclical decision-making process that most consumers travel between thinking about buying something and actually buying it, they are looking for recommendations and insights from their peers more than ever. Getting authentic content to serve those goals is not easy, but once you’ve figured out how to give consumers something they can’t get anywhere else – and they can find it –they rely on it forever –at least until things change again!
Why did you choose to speak at the International Home + Housewares Show?
My company and I have been visiting this Show for more than a decade. What an exciting opportunity to get to speak here, too!
Tell us what you will be speaking about and how and this topic is important for Show audiences.
I will be sharing insights gained from hosting the leading online community of women 45+. While many marketers ignored this consumer, we’ve been listening to her and learning a lot. I’ll share some research results with Show audiences, of course, but I’ll also share insights about how to talk to her based on how she talks to her peers, and how she influences (and is influenced by) that conversation.
Women 45+: Head of Housewares
Innovation Theater
Lakeside Center, Room E350
March 8, Tuesday, 10:30 – 11:20 am
What do you see as consumers’ biggest concerns regarding housewares products?
Sustainability continues to be important as people want products (including packaging) to support their values. People are thinking about where things are made more than ever: They want their purchases (wherever possible) to benefit people they care about. This trend (whether it comes from “buy-local” or “buy-American”) is spreading to new categories.
What are some of today’s trends or issues that new product development professionals and/or retailers face in the housewares market?
E-commerce and “showrooming” (browsing in stores, then buying online) is extending to more and more categories that people used to buy only from bricks-and-mortar retailers.
To learn more about Stephen’s work, contact
Stephen Reily
Founder and Chair
Vibrant Nation/IMC
200 York St.
Louisville KY 40203
502-272-2425
VibrantNationInsights.com
The four days of the 2016 International Home + Housewares Show will be packed with events and education. To help you plan your valuable time at the Show, we introduce you to the speakers and the 21 exciting presentations that will take place in the Innovation Theater in the Lakeside Center. Gain cutting edge insights that you can apply to your work. All programs are audio-recorded and will be available at www.housewares.org after the Show.
