At this week’s sprawling International Housewares Show, exhibitor seniority still counts, especially in preferred locations. But what’s paramount is how you showcase products, including technological and consumer-friendly changes, while constantly interfacing with dealers and suppliers.
So, there was Hoover Co. President Keith G. Minton at Sunday’s opening of the McCormick Place show, gladhanding and greeting attendees–just like a politician.
“You can never meet enough people here,” said Minton, who has been making the housewares show rounds the last half-dozen years, though he’s been with the North Canton, Ohio-based company since 1969, initially as an engineer, working his way up to become president two years ago.
Admittedly, the show doesn’t generate the order-taking it once did, but as David M. Baker, Hoover’s vice president-marketing, says, “It’s still part of our strategic focus . . . you’ve got to be here.”
Hoover, the top player in the $4 billion-plus-a-year vacuum cleaner and accessories business, claims to be No. 5 in seniority among all firms that have exhibited at this show, sponsored by the National Housewares Manufacturers Association since 1939.
Hoover items, including a Caddy Vac upright (with tools for cleaning varied surfaces) and a SteamVac deep cleaner, are at the show for the first time, although they’ve been introduced previously to the trade.
But, as any of the 1,900 exhibitors know, the show is an opportunity to lock in a sales connection with trade buyers.
However, Hoover isn’t sitting on its market-leading share, being No. 1 in uprights and extractors, the fastest-growing category in this floor-care market. Minton says, “We’ll have new products with distinctive innovation,” but declines to elaborate for competitive reasons.
Whatever Hoover has under development will be well promoted at introduction, as this division of Maytag Co, has become a heavy advertiser, somewhere north of $30 million annually, versus a mere $3 million in the late 1980s.
Recently in print, on its Web site and in kiosk posters at the show, Hoover has come up with a new ad slogan–“Deep Down, You Want Hoover,”–a more brand-driven message, even for a company that’s been around since 1908.
Look for this message to be included in new advertising that will break by summer from FCB Chicago, which won the account in November.
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Scrapped is the “Nobody Does It Like You” tagline, though the music from previous TV commercials has been retained because, as Baker says, “we’ve got a lot of equity in it.”
As for the Internet, Fred Gold, Hoover director of Internet marketing communication, likes consumer response to the tune of 100,000 hits a month, people seeking information and looking for accessories: “That’s a good number, considering we haven’t been that aggressive in promoting it.”
– Separately, Hoover named Chicago-based PR–communications firm Wheatley Blair Inc. for national PR and consumer education services.
Internet for Sprenger: Diane Sprenger, recently Midwest ad sales manager for Vogue magazine, joined Strategic iPartners, a Chicago-based parent of Internet companies, as vice president of business development. Sprenger, whose background includes Money magazine and FCB Chicago, where she worked in account management on client Coors Brewing Co., reports to Larry De Rusha, chairman of Strategic iPartners. Other personnel: Gary Rudnick was elected a senior VP and named group director at Golin/Harris International Chicago, overseeing client Tyson Foods Inc (hellip) . Jeff Beck joined DiMeo & Co. as an account director; the agency named Kira Atkinson an account executive.
– Michael McNamee, recently VP-marketing for Caesars Indiana Riverboat Casino in Croyden, Ind., on Jan. 31 joins Arlington International Racecourse as VP-marketing. He reports to Scott Mordell, Arlington’s chief executive officer.
– March of Dimes holds its 10th annual “Taste of Life” chefs’ auction, featuring 20 top Chicagoland chefs preparing and presenting culinary creations at an early evening event Tuesday at the Sheraton Chicago Hotel & Towers, 301 E. North Water St. Tickets are available at the door or call 312-435-4007.
Strictly Personal: Birthday greetings to Bart Ladd, 64, (Allison, Barton Inc.) and Jodi Egger, 29.