AFMA embraces multi-divisional approach
Brian Carroll -- Furniture Today, August 18, 2003
Savannah, Ga. — The American Furniture Manufacturers Assn. is trying to better communicate the depth and breadth of programs it offers its member companies and to the industry at large.
Steve Kincaid, this year's AFMA president and chief executive at Kincaid Furniture, briefed AFMA's first multi-divisional annual meeting, which brought together the information technology, manufacturers, suppliers, and purchasing divisions.
"We don't get credit for all the initiatives we're involved with," Kincaid told the 200 executives in attendance at the Westin Savannah Harbor Resort. "We are trying to better communicate all we do."
After cutbacks in personnel in the past year, AFMA can support itself on dues alone, Kincaid said.
"Most of us are doing more with less and the same is true of the association," he said. "The AFMA is financially secure and more flexible. We'd been working in silos, without a lot of communication between the divisions. I think we'll be better with the council approach."
Attendees at the conference embraced the multi-divisional approach, and said they appreciated the chance to network beyond their own spheres.
"The divisions have always welcomed attendees from outside but this new approach opens things up even more," said Ken Smith, BDO Seidman. "We can learn a lot from each other."
Bill Richardson, a sales representative with Blue Ridge Solvents & Coatings, said that by joining forces, each division gets better programming and a higher quality of networking.
Kincaid said the association also is looking at ways to make the AFMA brand more meaningful to consumers. Possibilities include certifying product safety with an AFMA label and therefore hopefully giving consumers greater confidence in buying.
"We also need to figure out a way to make the companies that are along for a free ride, that benefit from what we do, to pay their fair share," he added.
He said details on a marketing campaign will soon be released.
