The U.S. Department of Commerce has designated the October High Point Market as a U.S. Commercial Service International Buyer Program event. This is the fifth time the High Point Market has been honored with the IBP designation, but the first time that the Market has received the honor for both shows in a calendar year. The High Point Market also is the only home furnishings trade show to receive IBP designation.
In the past four years, the U.S. Commercial Service has helped in the recruitment of delegations to the High Point Market from Canada, Europe, Mexico, the Caribbean, South America, Asia and the Pacific Rim countries, Africa, India, and the Middle East.
“International promotion of the High Point Market has been augmented by our international trade publication initiative, through which we invite journalists from all over the world to High Point to cover the Market each season,” says Cheminne Taylor-Smith, vice president of marketing. “Last spring we hosted editors from the United Kingdom, Mexico, Germany, Russia, and Canada. In prior Markets we have hosted editors from Dubai, Brazil, Columbia, Australia, Korea, the Netherlands, Spain, Romania, Japan, Italy, Ukraine, and India, which has given us very positive editorial coverage in publications around the world. These articles are proving to be much more cost-effective in garnering attention from readers in these regions than simply booking advertisements.”
Along with developing an integrated strategic approach to messaging, marketing, and outreach in the global marketplace, the High Point Market also has an increased presence at international trade shows and works with consulate representatives around the world that assist in promotion of the Market.