ATLANTA — ANDMORE’s inaugural Casual Market Atlanta was a success, exceeding expectations for its sold-out debut with 50 permanent showrooms and more than 100 temporary exhibits at the event held July 10-13, 2023 at AmericasMart Atlanta.
Attendees at Casual Market Atlanta came from nearly all 50 states and four different countries, with over 50% of attendees being first-time visitors to AmericasMart Atlanta.
“We used a multi-faceted strategy to grow this audience,” said Bob Maricich, CEO of ANDMORE. “We leveraged our corporate database to market Casual Market Atlanta to relevant Atlanta market attendees. We worked with trade media partners to market to these categories that were out of reach for our typical Atlanta market buyer audience. We collaborated with ICFA and our Casual Market Atlanta exhibitors to identify relevant target buyers and used direct marketing, social media and more to reach them.”
With its large number of showrooms and exhibits, the show also attracted outdoor/patio furniture and furniture buyers, interior designers and gift and home goods retailers from across the country. The showrooms and exhibits, which spanned four floors totaling 450,000 net square feet of AmericasMart Atlanta, featured glass-walled, well-lit spaces to showcase more outdoor and casual furniture.
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“The Casual Market exhibit spaces were specifically designed for the show, with an open grid layout that was easy to navigate,” Maricich said. “Overall, it was a welcoming and warm environment. Beyond that, our staff greeted buyers and exhibitors daily as they entered and exited the market. We wanted the casual industry to feel welcomed and comfortable in their new market home.”
The co-location with the bi-annual Atlanta Market also helped attract those looking to stock up on multiple categories and have more shopping options. Including the co-located exhibits and showrooms, attendees had access to more than 350 showrooms of home and décor products and more than 200 temporary exhibits on-site.
“Our marketing efforts included a broad range of leveraging all marketing channels including email, direct mail, SEO/SEM, social media (organic and paid), trade advertising (both print and digital), as well as leveraging our large in-house call center to conduct one-on-one outreach to buyers,” Maricich said.
In addition to offering more products and showrooms, the event also created networking opportunities like the 65th Anniversary party, sponsored by the International Casual Furnishings Association (ICFA), and ICFA Awards Gala. On the social side, the “Pink Out Atlanta” event raised awareness and funds for City of Hope, an organization that specializes in women’s cancer research. Maricich says ANDMORE plans to continue hosting and expanding events like these.
The second edition of Casual Market Atlanta is scheduled to take place July 15-18, 2024 at AmericasMart Atlanta, and upon approval by ICFA members, the show will be co-located with Atlanta Market through 2025.
Contact Bob Maricich at rmaricich@andmore.com