Kitchen Marketing

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.