Home appliance maker Jenn-Air is encouraging affluent attendees of the Architectural Digest Home Design Show March 21-24 to interact with the brand through first-time efforts in partnership with the publication and The New York Times.
The appliance brand will host seminars and a sweepstakes at the show and work with Architectural Digest on a video series. Jenn-Air is looking to get noticed more each year since the event attracts quite a few of its competitors.
“We have been a part of the Architectural Digest Home Design Show for several years and we find that this show for us is really quite valuable,” said Brian J. Maynard, director of marketing at Jenn-Air, Benton Harbor, MI. “The great thing about it is, of the more than 40,000 people who attend, the vast majority are consumers.
“It lets us talk to about 40,000 consumers who most of the time come as ‘I’m in the market’ and ‘I’m looking to remodel my kitchen or build a house,’” he said. “Then, the second-largest group that attends the show are design influencers.
“We have this two-for-one audience – the consumers, which from a marketing standpoint are always who we want to get in front of, and the second audience that is very influential in the purchase process.”
The Architectural Digest Home Design Show is held at Pier 94 in Manhattan. The show will host 500 exhibitors such as kitchen, bath, home furnishings, lighting and accessories brands.
The show must go on
This year, Jenn-Air is increasing its presence at the annual Architectural Digest Home Design Show with a few new efforts.
The brand is sponsoring Jenn-Air Master Class Studio seminars presented by the New York Times.
At the show, the Jenn-Air Master Class Culinary stage will display the brand’s logo and products. The space was designed to mirror a kitchen with Jenn-Air appliances.
Events held on the stage include Architectural Digest trade programs, the keynote presentation by editor in chief Margaret Russell and the New York Times Designer Seminar Series.
The seminar series consists of discussions throughout the show days including the March 21"Taste & Technology” panel with Jenn-Air general manager Steve Brown; designer Jamie Drake and designer and architect Bruce Bierman.
Additionally, Jenn-Air will host the show’s first brand sweepstakes. Consumers who purchase tickets online are automatically entered for the chance to win a complete set of appliances and a design consultation worth $27,500.
Jenn-Air is also partnering with Architectural Digest to create the “Best of Show” video series. The videos will be hosted by interior and event designer Antony Todd to give consumers a look at inspirational ideas and products at the show.
Jenn-Air will share show happenings with consumers who are not in attendance through its Facebook and Twitter channels.
The brand’s booth at the Architectural Digest Home Design Show will feature its complete collection of appliances and choices for product finish.
Jenn-Air will debut its cooking ventilation system, a built-in coffee maker and other appliances at the show.
“Here we have this opportunity for consumers to come meet our brand,” Mr. Maynard said “As the show gained prominence, some of our competitors have shown up and it brings a lot of credibility to the show itself.
“It allows us to step up and show people that we are better than our competitors,” he said. “We were looking for additional ways so that, when you attend the show, you can not miss that Jenn-Air is the premiere home appliance company and its positioning as a luxury home brand.”
Face time
Jenn-Air has previously used event sponsorship to let consumers experience the brand in person.
The appliance maker got face time with consumers through its sponsorship of the fifth annual Pebble Beach Food & Wine event where it supplied two kitchens for culinary demonstrations and a walk-through exhibit.
The focus of Jenn-Air’s presence at the event was to engage in face-to-face interactions with potential customers and create a lifestyle experience in a casual, high-end setting (see story).
Jenn-Air often uses events as a way to engage consumers one-on-one with its brand designers and experts.
“As marketers, we very often spend a lot more time talking at consumers, so doing an event is an opportunity to speak with consumers,” Mr. Maynard said.
“It provides an opportunity for consumers to come meet the brand, experience the brand, touch the products and meet the people who are running the business.
“It is not just in the physical product, but the passion associated with the brand.”
Final Take
Tricia Carr, editorial assistant on Luxury Daily, New York