Kitchen Marketing

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.

This entry was posted on Saturday, January 16th, 2010 at 12:12 pm and is filed under kitchen and bath dealer, kitchen and bath integrated marketing, Kitchen and Bath Professionals, kitchen design marketing, Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.