Female entrepreneurship: Industry leader celebrates 25 years

HIGH POINT — While talk of Y2K and the coming challenges of a new century was swirling about in 2000, furniture industry veteran Kathy Wall Hunt decided there was no time like the present to start a new company.

Following high-level roles with Lexington Home Brands and Klaussner Home Furnishings as well as several major life challenges, Wall struck out on her own and opened a consulting firm: The Media Matters, Inc. Today, 25 years later, the company continues to thrive, and during her silver anniversary year as founder of a successful female-owned company, Hunt is celebrating the journey and looking ahead to the future.

“My first hire was a former colleague who took on the day-to-day tasks so I could concentrate on acquiring clients, and it wasn’t long before there were four of us, necessitating a move to a small office building,” recalls Hunt. “When I returned from a meeting and saw that all the desk space was occupied, leaving two part-timers sitting on the floor, it became clear that we needed to move again to accommodate eight of us. From there, we evolved and adapted to the economy.”

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As with any business, the growth at The Media Matters was not always a smooth upward trajectory. Hunt said that while the downturn in 2008 didn’t affect the company, 2009 “hit hard” when several large clients filed for bankruptcy unexpectedly, owing The Media Matters more than six figures. Navigating that economic storm was transformative for the company, and Hunt applauds her team for their efforts then and now.

“We are still here after 25 years of ups and downs, hard work, sleepless nights and fulfillment,” she said. “The loyalty and flexibility of my team helped us through it. I am proud of the women I have hired over the years; I couldn’t have done it without them.”

Today, a growing percentage of companies now embraces the importance of marketing in a successful business strategy, and the number of women in the home furnishings industry continues to increase. Hunt notes that there have been numerous shifts over the years that have supported the transitions, adding that she believes the evolution strengthens the entire home furnishings category.

“Many companies thought of marketing only as a sales function, and little emphasis was placed on brand building and awareness, let alone women’s perspectives on furniture buying,” Hunt said. “This can still be a challenge today.

“A few years ago, at a client’s sales meeting, the new CEO told the all-male salesforce they were only to focus on, ‘Sell chair; get check’,” said Hunt. “ Being a female-owned and operated agency gives us a unique perspective and a deep understanding of the home furnishings industry, where women drive most purchasing decisions.

“Women think differently and tend to be more decisive. We also understand the power of storytelling and relationships, leveraging both to build strong brand identities and drive meaningful connections. I am happy to see a dramatic increase in the number of management and executive women in the industry, along with increased understanding that branding and marketing communications are vitally important to business.”

Although she has 25 years of success behind her, Hunt is not content with the status quo. Her plan is to continue to offer a unique mix of marketing services through The Media Matters while also working to provide opportunities for the company’s clients during a challenging year.

“This year may present challenges, but my team is well-prepared to navigate them,” said Hunt. “We continue to invest in our business by attending trade shows, staying ahead of industry shifts and strengthening relationships. By staying proactive and responsive, we’re positioning ourselves — and our clients — for long-term success.”

Part of developing that long-term success for the company’s clients is dependent on helping them understand that they can’t abandon sound strategy during times of disruption, Hunt explained. She added that as hard as it can be for some of her customers to stay the course, she is committed to showing them why they must have an eye on the future as much as the daily headlines.

“When sales are tough, halting all efforts to keep your products in the spotlight makes no sense,” she explained. “It’s much easier (and less costly) to stay ahead than to play catch-up. People cannot buy what they don’t know about.”

The Media Matters team also advises their clients to develop a budget and a plan and to “stick to them.”

“It’s like planning a huge market launch and then cutting the budget when it comes to invitations and advertising,” Hunt said. “How will your current and, importantly, potential new customers know about it? And never lose sight of the real customer who ultimately buys what you are selling. Consumer public relations and advertising work, even with a small budget.

“While business may be down, homes are still being built and rebuilt. Someone will secure those sales. Why shouldn’t it be you?”