March 6, 2010
It will be a busy week for me with two speaking engagements -
- Eastern Carolinas Chapter NKBA
Tuesday, March 9. 5:30 – 8:00PM at A Southern Season in Chapel Hill, NC
“A Southern Season of Social Networking”
- SEN Design Group – Spring Conference
Thursday, March 11. St. Augustine, FL
Part of a panel discussion on “Getting the Green Out of Your Marketing”
For additonal 2010 speaking engagement dates visit: http://www.kitchenmarketing.com
If you would like to talk with me about speaking to your NKBA chapter or other group, email me: phil@kitchenmarketing.com
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Posted by zpromotion
March 6, 2010
In January I wrote about Google’s Local Business Center. Today I want to say a few words about some of the other local business listing sites that should prove beneficial to Kitchen and Bath Showrooms (as well as other businesses).
Bing: The Bing Local Listing Center (http://www.bing.com/local) allows you to add or edit your profile, including categories, specialties, products carried, a description of your business, your positioning line, hours of operation, and more. The listing is verified by actual humans, and you are sent your PIN verification via snail mail – so this is not an instantaneous listing. Be patient. It’s worth being correctly represented on Bing.
Yahoo!: You will want to go to the “add a new business” page (http://listings.local.yahoo.com/csubmit/index.php) and follow the instructions. As with Bing and Google, you have the opportunity to include a lot of information and photos. Yahoo! appears to be reviewed by humans, as well. As of this writing, I am not sure how long that takes…. When I find out (if I remember), I’ll add that info as a comment.
Yelp: http://www.yelp.com/ I am new to this, so if you have experience and can add to the discussion, please do! Yelp appears to be a hybrid of “traditional” social networking sites such as Facebook or MySpace and Search Engine Maps (business listings). Your showroom can have a local listing and you can connect with friends, customers and others (local to you) to discuss the best places to eat, shop or get your kitchen remodeled. Search for your showroom, as you likely already have a listing that will only require tweaking.
Try to keep up… I dare you! Here is a great site to help you in those efforts- http://mashable.com/
1 Comment | Integrated Marketing, Kitchen and Bath Professionals, Kitchen and Bath Web Marketing, Marketing, Social Media for the Kitchen & Bath Industry, kitchen and bath dealer, kitchen and bath integrated marketing, kitchen design marketing | Tagged: facebook, google adwords for kitchens, Integrated Marketing, Kitchen and Bath Industry, kitchen and bath marketing, Kitchen and Bath Professionals, kitchen industry websites, kitchen marketing, kitchen showroom, kitchen website marketing, showroom marketing, social media, web marketing, youtube | Permalink
Posted by zpromotion
February 28, 2010
I just returned from the NKBA Annual Planning Meeting. As a marketer in a sea of kitchen and bath professionals, I found myself “on call” answering a broad array of marketing questions – don’t get me wrong, I loved every minute of it! Not just because I love being “on”, but because the kitchen and bath industry has finally realized that to be successful, you must embrace marketing. This is a far cry from just a few years ago when “yellow pages and referrals” supplanted the need to market. I was further encouraged by the industry’s acceptance and curiosity surrounding the newest technologies, and ways to include them in their integrated marketing plans.
I got questions about social networking. What? Why? And a few …huhs? But what surprised me was the number of questions about Search Engine Optimization (SEO) and how much misinformation is floating out there. So this week – here are some SEO “rules of thumb”.
- If you are approached by a firm guaranteeing top placement on Google or other search engines; run. Run far and run fast. No one can honestly make those claims. SEO is too complicated, too subjective and too fluid.
- There are no specific number of pages nor are there optimum numbers of words on a page that will make your site “search engine friendly”. That having been said – do keep in mind that the text within your website is very important to SEO – therefore logic dictates that the better your text encompasses your keywords (explaining your business in the way your clients will be looking for you), the better off you’ll be. If that means more pages and enhanced descriptions, so be it.
- Google, Yahoo! and Bing offer webmaster tools to help optimize your site to their specifications – use them.
- Add Google analytics or a similar free tracking tool in order to measure your visits, your keywords, etc.
I encourage any member of the Kitchen and Bath Industry (showroom owner, designer, manufacturer or association staff member) to contact me BEFORE you take the plunge into SEO or even social networking. I am happy to spend some time with you discussing your specific needs – and whether you chose to work with Z promotion & design or not, as a member of the Kitchen and Bath Industry, I know your business, I know marketing and I know the internet and can, at the very least, provide you with the questions to ask the vendors who approach you. Email me phil@kitchenmarketing.com.
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Posted by zpromotion
February 20, 2010
Kitchen and Bath Professionals are being told to get on the social networking band-wagon… and why not? Growth is way up in the right demographics, it’s easy enough to do yourself and it builds relationships – which we all know is how you actually sell your services.
OK, I convinced you, you’re going to begin Tweeting, Friending and Linking-In. That’s great! Now, what’s your primary objective (for each social media site)? What do you hope to accomplish? Ultimately, you want to pick up new clients.
Traditionally, how has that been done? In many cases, your business was founded on referrals – happy customers tell their friends. The friends come to see you and they like you – your designs, your personality, your knowledge, your quality, your expertise, your… whatever else they value in a kitchen and bath professional.
So, your social media objective is the same – use the power of online relationships to build your client base. Here are some steps for Facebook (your best first stop):
- Create your Facebook Business Page – http://www.facebook.com/home.php?ref=home#!/pages/create.php – you must first have a personal Facebook account in order to create a business page.
- Invite your past clients to become Fans – your goal is a minimum of 100 fans in order to get an easily marketable URL (http://www.facebook.com/Zpromotion) – prior to 100 fans your URL is a series of numbers and letters making it difficult (nearly impossible) to promote outside the web
- Add your Facebook URL to your existing marketing materials, ads, TV spots, business cards, website, email signature, etc.
- Develop and offer “Fans Only” incentives.
- Post happenings and events at your showroom – Seminars, Manufacturers’ Incentives, etc.
- Post new project photographs.
- Post testimonials – ask your fans to talk about the project you did for them.
- Add Videos – snippets of your seminars, time-lapse of a project, a tour of a finished project, etc.
- Engage in discussions to help your fans understand you, the business, the project or the industry better.
- Add posts that personify the business – give your showroom a personality and a face.
Do you have a Facebook page? How are you using it? Post your ideas here.
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Posted by zpromotion
February 13, 2010
I have been preparing for my upcoming talks on social marketing and doing some online research to see what’s new. As you might have guessed, online communities are growing and Facebook is aging –according to InsideFacebook.com, the fastest growing demographic is Women 55+. When my 2nd grade teacher “friended” me, and my aunt put up a profile (and I’m no spring chicken, myself) I knew Facebook was graying – of course my college-age kids had the same feeling when dad put up his profile.
I have been talking about a communication paradigm shift for the last several years. As it relates to marketing, consumers are no longer unwitting recipients of a monologue – they are true partners and participants in a dialog. The internet introduced us to the concept… social media is taking it to a new level.
As a participant, the consumer now has the power to respond to your marketing messages and critique your livelihood – today there must truly be “truth in advertising”. Consider the client whose cabinetry finish is not quite what they had expected. How will you make them happy? What would happen to your business if you ignored the complaint and your client posted his/her feelings on their blog, their Facebook page, to their Twitter account – thousands, if not millions of potential customers would know your name and would likely avoid you like the plague. But, what if you went the extra mile to make the client happy – those same thousands, if not millions of potential customers would know your name and likely try to get you to do their renovation. I am not just talking to showroom owners; manufacturers, wouldn’t you like to be known world-wide for taking excellent care of your customers?
Never forget that your clients are online and talking to their friends. If you have a Facebook page for your showroom, ask your clients to become fans and add a testimonial. Market to your fans by offering incentives, seminars, specials and other “fan only” benefits on a regular basis, there is a payoff. Social Media is not a kids’ toy… use it to stay in touch, to listen, to learn, and to bond with your customer base.
Post your thoughts and experiences. Become a Fan and Z promotion & design!
Leave a Comment » | Integrated Marketing, Kitchen and Bath Professionals, Kitchen and Bath Web Marketing, Social Media for the Kitchen & Bath Industry, kitchen and bath dealer, kitchen and bath integrated marketing, kitchen design marketing | Tagged: facebook, improved business, Integrated Marketing, Kitchen and Bath Industry, kitchen and bath marketing, Kitchen and Bath Professionals, kitchen and bath social media campaign, kitchen dealers, kitchen design sales, kitchen design websites, kitchen marketing, kitchen sales, kitchen showroom, kitchen website marketing, showroom marketing, social media, twitter | Permalink
Posted by zpromotion
February 6, 2010
Many kitchen and bath professionals are looking out their showroom windows wondering where all the customers are. I’ll give you a hint, with high gas prices and tight money they are shopping online. Right now, while you’re reading this blog someone, somewhere in your community is typing “kitchen design showroom” or “kitchen designer” or “new kitchen” into Google.
Let’s assume for a moment that you are among the top five or even among those on the first page of results (because I don’t want to talk about SEO) and a potential client clicks through to your website.
What happens next?
My intent is to toss out a handful of questions to consider… perhaps there is an “aha” moment lurking, or maybe you answer “yes” to everything, get bored and move onto another posting. So, I submit for your consideration…
- Are you happy with your website?
- Graphically, does it complement your brand? It is upscale enough for your client base or approachable enough for lower priced jobs?
- Is the font easy on the eyes? Is the type large enough for 50+ customers? Is there enough contrast between the font and the background?
- What are you saying? Will a customer get the feeling that you and your staff know what you are doing? Are you sharing enough of your professional background and expertise? Are you touting your affiliations and accreditations? Do you explain why each is a benefit to the homeowner?
- Do you carry the products they want? Do you list your manufacturers by name? Consumers know appliances, some know cabinetry… what if they Google “Viking Range in your city”? I know, I said no SEO talk… but humor me.
- Are you showing a broad range of style and room renovations? This is your life-blood… your portfolio of designs. Are you showing enough projects? Do you want befores and afters – not everyone does, do you? Will your visitors know that you do spaces other than kitchens and baths? Are you showing examples of bars, outdoor living spaces, laundry rooms, offices, etc?
- Can your visitors find your showroom? Are you using interactive maps? Is your email address or phone number on every page of your site?
- Are your testimonials current? Do they represent real people? Does the word “anonymous” at the end of testimonial negate the great things they say? Are they on every page? Should they be?
- Are you telling your customers enough to get them excited about contacting you, but not telling your competitors (who are also visiting your site) all your trade secrets…?
I hope you enjoyed this nosh of website food for thought… have a great week.
Visit www.KitchenMarketing.com for additional information.
Become a Fan of http://www.facebook.com/Zpromotion– just because ;-)
2/10 – I updated the web page: http://www.kitchenmarketing.com/web.htm – specifically, the list of questions to consider as you begin or update your internet presence.
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Posted by zpromotion
January 23, 2010
Since I began this blog in earnest, my routine is to make sure I update it weekly. Usually my Saturday mornings are devoted to writing and positing, making my Fridays “what the hell am I going to say tomorrow?” day. Inevitably something comes across my desk, email, or phone giving me the “aha moment”. This week it was a request to review a kitchen and bath showroom print ad – what did I think of the creative and messaging – how could it be better?
Eureka! A topic. The ad, which I will NOT show, was “OK”… the message was concise and featured reasons to use this kitchen and bath professional; listing awards, guarantees, promises, showroom hours, a phone number and web address – oddly missing was the street address, but that may have been an oversight… we all make mistakes. Graphically, it showed photos of a kitchen, a bath, and an interaction with homeowners. Again, not bad – think classic color “yellow pages” ad.
So, my comments were more akin to questions.
Who is your target demographic? If it is men 40+, the ad could be effective. If you’re hoping to reach women, forget it – there was no emotional draw and the photos were too small to be inviting.
When you receive your creative (ads, commercials, etc) from your agency or media outlet, do a quick focus group among your target market. Example… if you’re male and your market is female – take a day or so to get the female perspective. I guarantee you’ll be surprised, if not shocked at how different the perception is. I can’t speak from the other side of the gender gap, but I can only guess the same applies.
It’s about your message.
What type of kitchen (or bath) are you selling? If you are in the luxury market (and there are still people buying in that market), you need to project that image. A “yellow pages” ad, with very few exceptions, does not. Take some time to review ads for Rolex, Lexus, Mercedes compared with Target, Wal-Mart, Timex, Chevy. We all know selling kitchens is “different”, but from a branding perspective, the luxury ads ooze high-end, exclusivity and quality, the others more of an “everyman” quality. Decide where you want to be and create the image that exploits it.
It’s about your brand.
Where are the ads featured? This is the heart of your marketing plan. Once you know your target market and have established your brand, advertise where your clients are likely to be. Your message and your brand mean bubkis (nothing), if your intended audience never sees it.
This is a critical time in your business life – every penny counts and your message must be on target. Kitchen and Bath Professionals must be more effective sales people (uggg, many of you just want to design)… and the only way sales are even a possibility is through marketing – and yes even if all your sales are from referrals, just imagine how many more you might have if you marketed to your referrals –NOT ALL MARKETING IS [PAID] ADVERTISING… perhaps that’s for next week!
As always, leave your comments, call me (919-932-4600) or email me with your thoughts and ideas.
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Posted by zpromotion
January 16, 2010
This past week I was speaking with a kitchen and bath professional who recently vacated the showroom she had occupied for years. She was in the process of finalizing on a new smaller location with less overhead. The move is emblematic of the new reality.
The industry is evolving as your customers’ spending habits are changing. Most experts agree that the days of indiscriminate luxury spending have come to an end. Homeowners are still remodeling, but in a more conservative fashion… will you still sell high-end kitchens and spa bathrooms? Absolutely. Will you sell as many? Doubtful.
But I am not an economist, nor do I play one on TV… I am just a marketing guy making you aware of the rare opportunity you have to totally redefine yourself to your market, especially if you fall into any of these categories… (to paraphrase, and with apologies to Jeff Foxworthy)
1 – If you stopped advertising and are getting ready to begin again, you may be ready for a whole new brand.
Your customers may not think you’re in business any longer – so many of your competitors really are gone. Kick in with some new advertising that redefines you.
2 – If you are currently working with clients looking for less expensive and extravagant projects than in the past, you may be ready for a whole new brand.
You used to be known as the luxury kitchen and bath showroom; perhaps it’s time to change that perception. More customers will visit, if they think they can afford your expertise.
3– If you are you changing locations, you may be ready for a whole new brand.
It is as simple as, a new address, a new showroom, a new beginning.
4 – If you are taking on projects you never did before, you may be ready for a whole new brand.
A kitchen and bath professional who is now designing and installing [more] libraries, home offices, laundry rooms, decks, outdoor kitchens, room additions and other projects that may have been more contractor or interior designer related, need to let past (and potential) customers know about your complete services.
5 – If you’re getting ready to redesign your website, you may be ready for a whole new brand.
A website is a major marketing expenditure. If you’re ready to greet the new consumer with an update or upgrade, it is the optimal opportunity to revisit your entire brand – make the change simultaneously.
Just as you would hope a homeowner would consult with you prior to renovating a kitchen, you too should [at least] discuss rebranding with your marketing expert. Is it right for you? What expenses are involved? Will it help your bottom line? What’s the process? A rebranding is not a “half-hearted” project – it can literally turn your business around, so take it seriously.
Food for thought on another Saturday morning….
As always you can find me at phil@kitchenmarketing.com or online at www.kitchenmarketing.com.
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Posted by zpromotion
January 9, 2010
Attention Kitchen and Bath Professionals – especially those with showrooms and manufacturers with dealers. Last week I received an email from Google regarding their Local Business Center service. This is something I was aware of, and actually thought I had implemented. I was mistaken.
The Local Business Center is a free service. Visit http://www.google.com/lbc and create an account. This listing, in conjunction with a strong Search Engine Optimization (SEO) program, will help you show up during searches from Google Maps. You have the opportunity to create a listing for your showroom (or multiple locations), a description of your services, contact info (phone numbers, email addresses, web links), hours of operation, payment options and up to 10 photos and/or 5 videos of your showroom or projects. You can also offer coupons from the listing.
I implemented the local business center for Z promotion & design on January 4 and within 2 days had 83 impressions, 1 click for additional info and 3 clicks to http://www.kitchenmarketing.com. The search terms by which I was found were varied, but are in direct correlation with my “more traditional” SEO program. The #4 term – “kitchen design”. If your customers are looking for you on Google Maps – be sure you are there for them.
This is something you have to do yourself, as Google automates a phone call to your business number to verify the listing (helping to ensure your listing won’t be hacked). It will take you no time to complete and the call from Google to verify is instantaneous (although I had some problems, it took about 5 tries until the system worked correctly – be persistent).
Questions or comments… email me (phil@kitchenmarketing.com), post, call (919-932-4600) or find me on Google Maps in Chapel Hill!
1 Comment | Integrated Marketing, Kitchen and Bath Professionals, Kitchen and Bath Web Marketing, Marketing, kitchen and bath dealer, kitchen and bath integrated marketing, kitchen design marketing | Tagged: adwords, google adwords for kitchens, improved business, Integrated Marketing, kitchen and bath adwords campaigns, Kitchen and Bath Industry, kitchen and bath marketing, Kitchen and Bath Professionals, kitchen dealers, kitchen design websites, kitchen industry websites, kitchen marketing, kitchen showroom, kitchen website marketing, showroom marketing, web marketing | Permalink
Posted by zpromotion
January 2, 2010
Happy New Year!
Two related issues caught my eye on the internet over the holiday… one was a blog entitled “10 B to B Marketers Predictions for 2010”, the other was an ongoing discussion in the LinkedIn group “Kitchen and Bath Industry News” (worth joining, if you haven’t already).
The blogger, Paul Dunay, pointed out in his prediction #4 that “corporate websites will become less important due to the rise of social media” (YouTube, Facebook, Twitter, etc.). The LinkedIn thread, while outwardly a revolt against spamming in discussion groups, carried the underlying message that kitchen and bath professionals are tired of “social media” – the term, the concept, the sales pitches and the confusion surrounding the legitimacy and validity.
To Paul… your insights are (in my opinion) on the money, even for the consumer-oriented kitchen and bath professional. In the kitchen and bath industry, the website will remain the address for “official product or service related content”, while social media sites can become the primary source for displaying new designs, “in the news” features, a place to display your personality (so important in landing the contract) and more. As a website designer (and updater), I hate to toss business aside, but wouldn’t it be easier and more cost effective if you could show your new project on your Facebook page, rather than sending it to your webmaster? NOTE: I will also argue that it is important to [eventually] add it to your website, but that’s for another day.
To the kitchen and bath professionals so fed up with “social media” – don’t bury your heads in the sand! As an industry we were late adapters to websites, so keep abreast of the advances in social media. There is a place for both. Just as your website became a marketing tool alongside your print ads, brochures and commercials, your Facebook page, YouTube account and timely Tweets should be added to your overall Integrated Marketing Campaign.
Let me direct you to some effective social media examples from integrated marketers in the kitchen and bath industry.
Daniel Lumber Company on Facebook - http://www.facebook.com/DanielLumber
Artisan Kitchens and Baths on Facebook - http://www.facebook.com/ArtisanKitchensandBaths
Artisan Kitchens and Baths on Twitter – http://twitter.com/ArtisanKandB
Designs by bsb on Facebook - http://www.facebook.com/home.php?ref=home#/pages/Atlanta-GA/Designs-by-BSB/108953626689?ref=nf
Designs by bsb Blog - http://designsbybsb.com/blog/
As always, I am happy to discuss via the blog, email or phone (919-932-4600).
Join me on Facebook – http://www.facebook.com/Zpromotion
Follow me on Twitter http://twitter.com/zpromotion
Have a great 2010 (enjoy our New Year’s Greeting), and let’s be careful out there!
Leave a Comment » | Integrated Marketing, Kitchen and Bath Media Buying, Kitchen and Bath Professionals, Kitchen and Bath Web Marketing, Marketing, Social Media for the Kitchen & Bath Industry, kitchen and bath dealer, kitchen and bath integrated marketing, kitchen design marketing | Tagged: facebook, improved business, Integrated Marketing, Kitchen and Bath Industry, kitchen and bath marketing, Kitchen and Bath Professionals, kitchen and bath social media campaign, kitchen design sales, kitchen design websites, kitchen industry websites, kitchen marketing, kitchen sales, kitchen website marketing, showroom marketing, social media, twitter, web marketing, youtube | Permalink
Posted by zpromotion
Book: A is for Advertising… B is for Branding…