HIA Launches Consumer Marketing Initiative

The Halloween Industry Association (HIA) has announced that it will be launching an industry-wide consumer marketing initiative in time for Halloween 2018.

For many years, HIA has discussed the need for an industry-wide consumer initiative to promote Halloween and year-round costuming, with an aim to establishing HIA as the voice of Halloween for consumers and the general public and to increase sales for HIA member companies.

Following the purchase of the Halloween & Party Expo back in 2014, HIA established a steady annual income to fund industry initiatives and it is well-recognised that a new consumer marketing initiative should be the focus of most of that effort.

According to the most recent newsletter from the organisation, the HIA has developed a specific plan for 2018 that includes several deliverables including a website featuring top costumes for the year, a ‘big idea’ with an industry partner incorporating the last Saturday in October, year-round media pitches and a robust social media effort.

In 2017 the HIA conducted a mini-campaign to learn more about the market. The biggest win was a segment on Fox Business News featuring top costumes for 2017 and the most successful Facebook post had 135,270 impressions.

Leading the effort for 2018 is the director of marketing for HIA, Aneisha McMillan, who will be working with a task force of HIA volunteers to execute this program.

If you’re currently an HIA member and would like to participate in this program, please get in touch at amcmillan@hiaonline.org.

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