June 26, 2011
Are you ready for the re-discovery of TV… or more accurately the re-emergence of Video? There was time the kitchen and bath industry shied away from video, because TV was the only platform for displaying your images – and it was an expensive proposition. As video technology improved, costs came down and potential delivery systems increased, more kitchen and bath professionals turned to video loops in showrooms, home shows, DVDs for potential clients and for some – the Internet. Today there is no excuse to ignore marketing with video. Online video is growing at astonishing rates…
Here are some stats to get your heart pumping (according to Media Recruiting Group)
During the month of May 2011 –
YouTube: 8,860,520,000 total video streams were logged during the month of May for an increase of 1.3% over the previous month. And if that is not mind boggling enough, the average American spent 2 hours and 31 minutes on YouTube during the month. Add to that another 135,168,000 video streams on Facebook and you’re looking at a lot of potential exposure for your kitchen and bath business.
And allow me the latitude to make a prediction from my crystal ball… Christmas 2011 will see the opening salvos of the Google TV vs Apple TV battle for your eyeballs. And those “TVs” will be pulling videos from the likes of YouTube and Facebook to your [traditional] TV set.
So, how can you capitalize on this explosion? Simple – Get in the Game!
- Professional Photography – all those high-quality, professionally shot photographs you published in magazines make excellent high-definition videos. See The Royal Cabinet Company video on The Kitchen & Bath Channel.
- Professional Videographer – as with photography, don’t try to save a few bucks shooting your showroom, your project or yourself by yourself. Take a look at this video on The Kitchen & Bath Channel from Roomscapes in Laguna Niguel, CA to see what a professional videographer can do.
- Pre-Production – before you begin any shoot have scripts and shot sheets ready for a variety of video projects, it will save you time and money.
- TV Commercials – marketing on TV or Cable has been very effective for kitchen and bath professionals in this economy. When you shoot the commercial, be sure to shoot a lot of extra “B-roll” that you can edit later for additional commercials or other projects (see #3 above).
- Online Video Portals – take advantage of existing video destinations online for displaying your videos such as:
When you consider the number of places you can showcase your video, your marketing investment becomes very affordable.
If you have a video you want to display on The Kitchen & Bath Channel (YouTube), contact me and we’ll post it on the channel. If you need video, would like some clarification about using video in your marketing plan, we are available to assist – just contact us.
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-79.047142
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Posted by zpromotion
June 10, 2011
It’s the cry I hear almost every day from every kitchen and bath professional calling my office, emailing, texting or otherwise messaging me via social networking.
My previous post touched on the subject through its discussion of Integrated Marketing – leveraging traditional and new technology with social networking to drive traffic… this posting is going to give you concrete, real-life solutions that will help drive traffic. But remember, the essence of the last post is that no single effort is the magic bullet. But rather, it is how you integrate your media and marketing options together to most effectively drive your message to the consumer.
- Competitive Advantage – there is no need to go any further until you understand and establish your competitive advantage in your marketplace for your business and your target market.
- Messaging – once you know your competitive advantage, what is your message exploiting that advantage? Does it resonate with your target market?
With your competitive advantage and your messaging secure – how will you get the message out?
- Television / Cable – this is probably the most cost effective and efficient way to reach your customer and it is more affordable than you’re thinking.
- Video Production – doing TV? You’re going to need a commercial. Again not as expensive as you are imagining plus consider the other uses – YouTube, your website, Facebook, in your Showroom, on your iPad for client visits, you are only limited by your imagination… and technology.
- Social Media – it works… but you better have a plan, know what sites you will use and understand both the positives and negatives.
- Local Banner Ads – local newspapers, magazines, cable companies, TV stations all offer some sort of advertising on their websites – take advantage to drive traffic to your website…but first, make sure your website is ready for the traffic and ready to be your best salesperson!
- The Kitchen & Bath Channel Smart Phone App – it’s a little over a month old, but is quickly gaining traction and has been proven to work for a San Francisco dealer. It’s priced right too.
These are some of the solutions I have seen work throughout the country. They are certainly worth your serious consideration. And, now is the time to get your plan together. You need to be ready to blanket your market with your message for the fall! Whether you choose to retain Z promotion & design, or just want to talk about options – I am usually easy to catch at the office 919-932-4600 – 8a-6p EDT.
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-79.047142
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Posted by zpromotion
June 4, 2011
We all know that selling a kitchen or bath design project is not like selling a widget – it’s a process that is based on a potential customer finding you, learning about you, meeting you, trusting you, and accepting you. In this unstable economy it’s a long, and time consuming process.
Before the “great recession” it was different… remember? Money flowed more freely, opulence was in vogue, and customers were willing to wait until YOU were ready to begin their project. The tables have turned. Money is tight, cost is driving design decisions and you are now one of a dozen “remodelers” in the mix.
It seems many kitchen and bath professionals are not willing to accept the new reality. They are not willing to spend money to make money, as the old adage goes. There is a feeling among many professionals that a single marketing avenue will bring in new business. Are you among them?
- If you think your Facebook page alone will bring new clients, you are incorrect.
- If you think your Blog alone will bring new clients, you are incorrect.
- If you think Search Engine Optimization (SEO) alone will bring new clients, you are incorrect.
- If you think Search Engine Marketing (SEM) alone will bring new clients, you are incorrect.
- If you think your Website alone will bring new clients, you are incorrect.
- If you think your TV Commercial alone will bring new clients, you are incorrect.
- If you think your Magazine Ad alone will bring new clients, you are incorrect.
- If you think your Direct Mail Piece alone will bring new clients, you are incorrect.
See the pattern? The answer you are looking for is known as Integrated Marketing. It is just what it sounds like – it is integrating all your potential marketing and advertising avenues together under a single message based on your competitive advantage. Think of it as the place where traditional media, the Internet and newer marketing technologies come together to engulf your market with your message. If it sounds scary, it’s not really – you may just need a guide.
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-79.047142
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Posted by zpromotion
May 28, 2011
I was surprised this past week when a business I am following posted a question I considered to be confidential, somewhat proprietary information. The question the owner posted to his followers was innocuous enough, or so it seemed on the surface. But it was seeking a response regarding a possible business alliance – would the follower consider this an opportunity worth pursuing? What the business owner likely didn’t realize was that among his followers were competitors, members of the press and dozens of others he probably didn’t even know. Add to that his, and all his followers privacy settings, their ability to tweet and repost and you are set for a world-wide announcement, you may not be ready to make.
If you are going to use social media, use it responsibly. I hate to sound like a PSA for alcohol, but if you’re going to participate, understand the risks.
Facebook has taken off among Kitchen & Bath industry professionals. Spend time on any of the LinkedIn kitchen and bath industry discussion groups and you’ll see that “liking” one another’s Facebook pages are among the most “discussed” discussions. Be sure you know who “likes” you. Your customers and their friends – that’s who you are looking for; or your competition (local or regional).
As a marketing professional, I encourage my clients to first and foremost determine their competitive advantage in their marketplace.
How?
Among my suggestions – snoop on your competition to determine what they do, how they do it, how successful they are at it, etc.
Snooping is getting easier with new technology. In the “olden days” you needed to watch for TV commercials, find brochures, search for ads and maybe wait for a home show. Today just “like” them on Facebook, visit their website(s), Blog(s), follow them on Twitter… what’s next?
Are you making it easier for your competition to size you up? There is a fine line between enticing your customers to come visit to learn more and putting it all out there for the world (your competitors) to see.
As Stg. Phil Esterhuas of Hill Street Blues always said – “Hey, let’s be careful out there.”
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Posted by zpromotion
May 14, 2011
The interaction between social networking sites is nothing short of amazing. In at least three of the kitchen & bath industry LinkedIn groups to which I belong, there are ongoing discussions regarding link exchanges among kitchen and bath professionals’ Facebook pages… and it works like a charm. Business owners are “meeting” and “liking” one another’s pages. But to what end? That is what I want to delve into a bit today.
We all know that we need at least 25 “likes” to get a username for our Facebook page – if this is news to you, and you have 25 or more likes go to facebook.com/username to select one for your page. The username will serve you well in your marketing efforts. The LinkedIn group discussions are a wonderful tool for reaching your username threshold. Beyond that – from 26 to your first thousand… these LinkedIn discussion groups hold very little value if you are a showroom owner whose marketing efforts are business to consumer.
Once your username is in place, it’s not about how many followers can I collect… it’s all about how many “qualified” followers can I collect. Qualified followers should fit the target market you have outlined in your marketing plan. Those people living within a certain geographic area, at a specific income level, of a certain age-range, etc. This is where more “traditional” advertising techniques play a role. Driving your target market to your Facebook page may be a better tactic than sending them to your website.
Studies indicate that your Facebook (and Twitter) followers are following you in order to get something from you… a discount, the inside scoop on new products, etc. You also have the ability to immediately update, add photos, coupons, links and more without waiting for your webmaster to update your site – which can sometimes takes days or weeks. But the absolute BEST part of driving traffic to your Facebook page – your visitors have agreed to receive your postings… getting your name, your face, your products into their collective psyches as often as you post and they login. – AND remember, they have requested that you do this! With a strong enough following, you can be less concerned with fighting the Google SEO battles – let your Facebook page drive traffic to your website.
[An aside: SEO is still vital to those doing their initial research, so don’t ignore it, but reevaluate your marketing tactics and budget expenses].
So visit and like my Facebook pages:
Facebook.com/Zpromotion
Facebook.com/KitchenAndBathChannel
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Posted by zpromotion
March 26, 2011
Yesterday not a soul on the planet (or beyond) visited my blog. It’s not the first time, but it just seemed weird. Perhaps, because it coincided with other “slumps”.
- KitchenMarketing.com visits were at a monthly low. Did the kitchen and bath industry take the day off from Marketing concerns and I missed the memo?
- Duke lost in the Sweet 16 – and for the huge Duke fan that I am, it was very abrupt and quite unexpected – shocking actually. Slump-inducing for us fans? Is there a shrink in the house?
- It was the week I officially sent Internet Explorer packing for draining too many resources from my computer – welcome Chrome… I am still getting use to your idiosyncrasies, but “I think this is the beginning of a beautiful friendship” - as Rick said to Louis walking into the foggy night at the end of Casablanca.
- …and this morning, to top it all off – I have nothing to say in my blog, as you can tell.
Some days, some weeks are like that… but as Harry Chapin so aptly said in his song “Greyhound” – “It’s got to be the going, not the getting there that’s good. That’s a thought for keeping, if I could”
So each little slump over the past couple of days is a part of life’s ups and downs and as I think about it, each slump was countered by a highlight –
- Since I switched to Chrome, my computer hasn’t locked up… b-bye IE
- Yet still nothing can salvage the NCAA Tournament for me… EXCEPT my schedule has freed-up, as I am no longer tethered to CBS, TBS, TNT & TruTV… whoever wins this year, wins …please… just don’t let it be UNC – again! (that little sentence just assured them an NCAA Championship… UNC fans – thank me later).
So perhaps you will read my blog, visit KitchenMarketing.com, subscribe to The Kitchen & Bath Channel Smart Phone App and with a bit of luck the Apps will find their way to the apps stores this week and Kyrie Irving will forgo millions of dollars to stay at Duke [at least] one more year… then maybe, just maybe next week’s posting will not be so maudlin.
++++++++
Make plans to stop by the Kitchen & Bath Channel booth at KBIS (Booth C5627) and say hello!
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Posted by zpromotion
March 19, 2011
I recently returned from New Orleans and the semi-annual SEN Design Group conference. This is my company’s 10 year anniversary as the marketing, advertising and creative services vendor to the group and our 19th consecutive conference. During my tenure, I have seen the group evolve from the “kitchen and bath industry’s first buying group” to its current incarnation as “the kitchen and bath industry’s premier business education group” – the living vision of its founder, Ken Peterson, CKD.
If you consider NKBA the ultimate industry organization for kitchen & bath design/designers; SEN is the ultimate industry organization for kitchen & bath business professionals. And, without a strong a business, there is no need for design, is there?
What struck me after ten years is how the SEN Design Group has evolved over time. Looking at it through the eyes of the “great recession” we have experienced solidifies the group’s importance to the industry. Those SEN Members who took advantage of the numerous business education aspects are not only still in business, but many have seen increases in profits and revenues, as well as the overall health of their businesses, while many of their peers have shuttered their doors.
As a marketer in the kitchen and bath industry, I receive a number of calls each week from kitchen and bath professionals looking for the “magic marketing bullet” that will salvage their business – you know what, there isn’t one. But in these still difficult times, more and more I send these callers to the SEN Design Group – I firmly believe that if the professionals running SEN Programs cannot help, a new profession may be in your future. I have heard it time and again, and my conversations with the recession survivors – make that thrivers – coupled with the phone calls I receive, precipitated this posting.
Without sounding like a commercial, SEN offers one-on-one business coaching with an accredited licensed professional business coach, an ongoing series of business webinars, boot camps, seminars, marketing and sales tools, and of course the buying group rebate program, among a myriad of other tools and schools designed specifically to help the kitchen and bath professional improve their overall business; operations, sales, budgeting, marketing, showrooms, the list goes on…
If you think your business could you a boost, take a look at the SEN Design Group
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Kitchen & Bath Channel Smart Phone App ALERT!!!!
To take advantage of our pre-launch 25% annual subscription discount – act quickly! Once it hits the app stores (it looks to be the week of 3/21) the discount goes away…
View the Kitchen & Bath Channel powerpoint overview
Subscribe to The Kitchen & Bath Channel
The Kitchen & Bath Channel will have a booth at K/BIS – C5627
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Posted by zpromotion
March 5, 2011
It has been too long in the making and even longer in the planning, but we have been told that the Kitchen & Bath Channel Smart Phone Apps and accompanying web site (KitchenBathChannel.com) are nearing completion.
In my opinion, the app is the most innovative marketing tool to hit the Kitchen & Bath Industry since the Pony Express delivered the first direct mail offer – “Free wood for your oven with the purchase of a new kitchen!” But, I may be biased, so view the PowerPoint by clicking the image below and judge for yourself.
View the Kitchen & Bath Channel Smart Phone App PowerPoint
If you are a Kitchen and Bath Professional, a subscription offer of 25% OFF is in effect until the apps are securely in the three app stores – I urge you to take advantage of the savings! Subscribe to the Kitchen & Bath Channel.
If you are interested in downloading the free app for your smart phone, check back shortly as I will announce the launch here!
Questions or comments are always welcome phil@kitchenmarketing.com
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Posted by zpromotion
February 26, 2011
Just when you thought it was safe to optimize your website for Google they changed the algorithm again. This time it is aimed at “content farms” – those websites designed to contain a tremendous amount of content; typically low quality original articles or information plagiarized from other sites. However, based on existing/older algorithms, this content draws high SERP (search engine results page) listings. The content farms typically sell ad space due to their high traffic (often from Google itself) but are of little use to the visitor because the content in unacceptable.
So what does this mean for you, the Kitchen and Bath Professional? It is a reminder that “content is king” and quality supersedes mediocrity. Taking the time to create valuable, original content will win the SERP battles over pages and pages of keyword-crammed copy. You are experts in design, cabinetry, appliances, the intricacies that make up a functional kitchen, color, work space; the list goes on forever… Write about what you know with thoughtful, in-depth articles for your website or blog and you’ll be fine.
Here is a link to a more detailed article from Mashable.com that includes links to other helpful information.
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Posted by zpromotion
The Kitchen & Bath Channel – Smart Phone Mobile App
Book: A is for Advertising… B is for Branding…
