IHA gets acquainted with branding expert Stephen Reily, founder of the Vibrant Nation marketing agency, for a preview of his upcoming presentation at the 2017 International Home + Housewares Show in the Innovation Theater.
Stephen Reily is an attorney and serial entrepreneur who has founded IMC, a brand licensing agency that develops new products for some of the world’s best-known consumer brands; Vibrant Nation, a leading digital and influencer marketing agency reaching women 35+; and SUM180, a digital financial wellness product.
Eager to explore the world of social media directly, and frustrated with his own clients’ refusal to invest in some of their most profitable and loyal consumers (women 45+), Stephen Reily launched a new digital company: Vibrant Nation, which became the leading online community for those vibrant women and now serves as the largest network of influencers 35+ who reach the 50 million+ other women like them.
Best practices for influencing Gen-X and Boomer women are very different from strategies used to influence Millennials. In this presentation, he will outline what motivates this older group of women—the most influential and important housewares consumers today.
Stephen, what is the most exciting or rewarding part of your work? What fuels your inspiration?
What excites me most is finding new ways to solve old problems and new ways to reach consumers who have stopped paying attention to most traditional advertising. With Vibrant Nation, we created a platform where women could connect with and listen to the marketers they do pay attention to: other women like them.
Can you name a pivotal event or project that impacted your career or company?
In a focus group of 15 women almost 10 years ago, one participant said, “What if you created a way for us to do online what we’re doing around this table?” This woman was anticipating the influencer network we would eventually create years later, allowing women to share information and recommendations online with millions of strangers others the way they’ve always done with their friends and family in person.
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?
After having built a large and successful online community where we gathered women online at our own website, we recognized that many of our members had developed an ever broader reach through their own blogs, website and social media platforms. As individual websites were becoming less important than influencer networks, we focused on working with these women – the bloggers and members of our Vibrant Influencer Network – and their followers for some of the country’s biggest brands in housewares, beauty, pharma, and finance.
Why did you choose to speak at the International Home + Housewares Show?
My colleagues and I have been coming to the “Housewares” Show for almost 20 years, so it’s an exciting opportunity to connect with the Show’s attendees as a speaker. I have presented in the Innovation Theater before and really look forward to coming back. Everyone at the IHA is a pleasure to work with, the audiences is always engaged and I learn something from everyone who attends.
Influencer Marketing: Turning Housewares Consumers into Marketers
March 18, Saturday, 12:30 –1:30 pm
Innovation Theater, Lakeside Center, Room E350
Tell us what you will be speaking about and how and this topic is important for Show audiences.
Influencer marketing is the fastest-growing form of marketing. Brands were expected to increase their spend on influencer marketing by almost 60% in 2016. Everyone who markets consumer products should be learning more about influencer marketing, which is especially well-suited for the housewares industry. GenX and Boomer women 35+ are not only the largest group of housewares consumers; they are also the influencers mostly likely to get other women to buy a new product.
What do you see as consumers’ biggest concerns regarding housewares products?
The women we engage with remain most concerned about sustainability and corporate responsibility. They respect companies that respect them.
What are some of today’s trends or issues that new product development professionals and/or retailers face in the housewares market?
I’ll be talking about influencer marketing – getting consumers talking about your products to others – but housewares companies can use the same set of digital tools for product development as well. Consumers are providing endless insights on social media and blogs about their needs, and they are willing to share their own ideas, which can be used to generate crowdsourced innovation for companies developing new housewares products.
Thank you, Stephen, for your insights into the important market of 35-65 year old women and alerting us to how they use social media. We look forward to learning more from you about how to collaborate with this group on Saturday March 18, at 12:30 pm in the Innovation Theater.
For additional information, please contact:
200 York St.
Louisville KY 40203
Innovation propels the housewares industry. Learn from experts about how to invigorate your new products and services by enhancing your innovation efforts. Critical issues such as global design trends, licensing, the emerging Smart Home category, branding, the needs of distinct consumer age and gender groups, the future of food and parenting – all impact the home goods market. Be sure to attend the free executive-level educational sessions at the Innovation Theater. These programs will give you a fresh perspective as you walk the Show and will inspire, inform and improve your business.
The four days of the 2017 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.