January 22, 2011
Just when I thought everyone in the kitchen and bath industry had a Facebook page, it was THE topic of conversation this past week. So I decide this week I will give you a few more of my thoughts about Facebook for the kitchen and bath professional.
Create a page. This is not an option, it is a command. Be sure it is a page for a Local Business, not a personal page – your link is http://www.facebook.com/pages/create.php
“Why?” you ask.
- It is a great way to keep your name in front of your potential customers. Everytime you post something on your wall, those who are following you will see your post and your name.
- It is unobtrusive. We all HATE getting tons of emails from people trying to sell us something. Your Facebook page is a soft sell. It’s like tapping them on the shoulder and saying “don’t forget me when you are ready to remodel your kitchen or bathroom.”
- It’s their choice. Remember, your Facebook followers are willing participants in your marketing plan… they can stop following you at anytime – give them a reason to stay… and to invite their friends.
- Real-time Updates. How many times do you have to wait for your webmaster to get new images or an announcement uploaded to your website? Facebook is simple to use, provides immediate gratification and is a great way to direct traffic to your website.
- Referrals. A staple of marketing in the kitchen and bath industry since the first caveperson decided put fire inside the cave. Facebook is referral marketing, using the internet as your link between past and future clients.
“OK, I get the why… what do I put on Facebook?”
Think of Facebook as a way to engage your followers; provide offers, information, a glimpse into your professional talents and capabilities. They should be short, sweet and to the point – blogs are for longer diatribes.
Some thoughts…
- Talk about your manufacturers’ new products and link to them
- Link to pertinent YouTube videos – even other kitchen and bath professionals (in other markets)
- Showcase your just finished projects
- Show photos of work in progress
- Create invitations to showroom events
- Develop specials and contests for followers only
Facebook is a marketing tool; it’s a free tool (except for your time to maintain your page), and it should be an extension of you and your business, allowing potential customers to get comfortable with your business. This is not a project to sub out to a third party. No one knows your kitchen and bath business better than you… take the time to develop this marketing tool.
Visit and “Like” (if you haven’t already) www.facebook.com/Zpromotion - see the “Favorite Pages” on the lower end of the left-hand column. Click on some of those pages to get a feel for how your peers are using their Facebook pages as marketing tools.
SEN Design Group members! Wednesday, March 9 at the SEN Conference in New Orleans, I will be conducting a hands-on, in-depth seminar on setting up your Facebook page and Blog. Not a SEN Member, but want to attend? Information is available at http://www.sendesigngroup.com/
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Posted by zpromotion
October 16, 2010
When I first heard about Goggle TV, I was “psyched” – maybe it’s the dozen or so years I spent in broadcast TV, maybe because I am the consummate sitcom watcher, or maybe it’s the marketer in me. Regardless, I have been saying that Google TV has the potential to change the way we market ourselves, because it has the potential to change the way we watch TV. > See my May 22, 2010 entry.
With remotes or keyboards in hand, consumers will search for “Kitchen Design”, “Kitchen Remodel “or “Kitchen Design Ideas” and those in the industry taking advantage of online video can be discovered, viewed and reviewed from the comfort of their customers’ living rooms! You no longer need to hope and pray for a shot on HGTV – today, you only need to create your own program!
In preparation for the rollout of Google TV, I established The Kitchen & Bath Channel on YouTube. We currently have 19 videos, and would love to add more. The more we can include, the more popular a destination this will be. Our viewership grows by about 200 people a week… are you missing out on potential customers.
If you need additional information or a video created email me.
Some articles of interest about Google TV and related concepts:
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Posted by zpromotion
October 3, 2010
I just returned from the SEN Design Group’s Fall Conference in Minneapolis. There is an upbeat feeling among most of the design professionals I spoke with… and everyone is talking about marketing. But it seems very few are doing anything about it!
Let me stress that marketing your kitchen and bath showroom requires action on your part. Whether you work with a local marketing firm, or chose to contact Z promotion & design for our industry expertise – get your marketing plan in order! Your peers who have been marketing and advertising throughout the “great recession” are doing OK.
+++++++
The YouTube Kitchen & Bath Channel is gaining traction… visits are increasing by 5% or more daily! Have you been yet? Have you subscribed? If you want to learn more about it or become a part of the channel… email me.
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Posted by zpromotion
September 25, 2010
The full article should be included in the next (Fall 2010) issue of NKBA Magazine, but enjoy this preview.
We are living in an economic Rubik’s cube, with each color representing a single economic indicator. Until all six sides are perfectly aligned, the kitchen and bath industry is in for a bumpy ride. With each monthly economic report, you can almost feel that one side of the cube has been aligned, only to find an adjacent side a mess. And each negative report sends us back to try to figure out the cube. You can literally see the reflection in showroom traffic, website hits and phone calls.
Now, let’s look at the Rubik’s Cube again – this time with an eye toward marketing …it’s a much easier puzzle than the economic version.
The completed cube is your fully Integrated Marketing Program, one that includes traditional, as well as new media and technology. No one completed side solves the puzzle on its own; it takes all six to effectively market your kitchen and bath business. Our marketing cube consists of six tactical sides, with each side consisting of potentially unlimited numbers of individual tools to employ at your discretion.
- Advertising
- Outreach (networking, events)
- Relationship Development (direct mail, referrals, newsletters)
- Public Relations
- Social Media
- Online / Mobile
Remember that your overall marketing campaign must have a consistent look and message regardless of your media or delivery system.
Successful marketing means you are delivering the right message, to the right person, at the right time, in the right way, employing the right media.
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Posted by zpromotion
August 7, 2010
In preparation for an article I am writing for NKBA Magazine, I ran across some statistics worth a few insights.
According to Nielsen Research, in June (2010) more than 10.2 Billion videos were streamed in the US – a 4% increase over May’s figures. That is 74.9 streams (videos) and 194.6 minutes (3.24 hours) per viewer.
Our viewing habits are definitely moving to the internet; perhaps not at the expense of television, but in addition to it. On that I can only speculate. Regardless, we are accepting online as a viable “TV Channel”
These figures begin to justify the validity that Google TV, upon its acceptance, will change the very face of marketing by allowing individuals to deliver their own content to TV sets around the world. For the kitchen and bath industry this provides each manufacturer, showroom owner and individual designer the opportunity to own a TV network.
I direct you to the Kitchen & Bath Channel. While still in its infancy, the Kitchen and Bath Channel is quickly becoming a destination for viewers, as well as a portal for industry videos. If you have an interest in getting your video on the channel, or need assistance with production – we are here to assist.
Call me at 919-932-4600 or phil@kitchenmarketing.com
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Posted by zpromotion
July 24, 2010
I am very excited about the launch of The Kitchen and Bath Channel, as I believe it is the first step in redefining marketing for the Kitchen and Bath Professional – that includes manufacturers, showroom owners and individual designers.
I contend that the introduction of Google TV will change the way we market, regardless of our product. With your remote or keyboard in hand, you can sit in front of your TV and search for programming – cable, broadcast and now the Internet! Since YouTube is owned by Google, I would venture a guess that YouTube will figure prominently in your search results. Consider the HGTV viewer searching for “kitchen design” – all the broadcast and cable shows appear, along with a myriad of internet videos – prominent among them; The Kitchen and Bath Channel.
The Kitchen and Bath Channel is a destination for consumers looking for great design, excellent designers and innovative products. Established as a free marketing tool to the industry, the greater the participation, the more indispensable it will become to the consumer.
I invite you to visit, submit your current videos (email me), or Z promotion & design is prepared to produce a: 60 high definition video (at a great price) for inclusion – example: Stonehenge Concrete Countertops – again email me to discuss.
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Posted by zpromotion
June 26, 2010
It seems the whole world is turning to online social media sites such as Facebook, Twitter, YouTube and LinkedIn at the expense of a traditional marketing plan and traditional media. That’s not a bad thing, but it is short-sighted.
Online social networking should be part of a complete, well thought-out, integrated marketing plan. One of the most successful Kitchen and Bath Industry Facebook pages Artisan Kitchens and Baths of Buffalo, NY incorporates its social media with an aggressive TV schedule, radio and print ads – each advertisement leading the potential client to their website (with a link to the Facebook page) or directly to their Facebook page. It has resulted in over 1000 fans and a number of sales attributed directly to the social networking site.
Every Kitchen and Bath professional should still put together a full marketing plan considering the same criteria as always; budget, demographics, geography, message, brand, etc. The difference in 2010 and into 2011 planning is that you have another medium to utilize – online social networking.
Z promotion & design offers some guidance at KitchenMarketing.com – and we are available to discuss the specifics of your showroom(s) with a call or email to our office in Chapel Hill (919-932-4600).
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Posted by zpromotion
May 29, 2010
Yard Signs – a staple of the kitchen and bath industry, but are we using them effectively? I am having an ongoing conversation with a client that is worthy of an Ivy League debate – so let’s open the discussion to the world on the blog.
There is no disagreement regarding the benefits of yard signs. The debate revolves around “What do we put on the sign?”
A yard sign is a mini-billboard in the front yard of a home where you are remodeling. It lets the neighbors know that the Smith Family is in the midst of a renovation project, and my company would love to renovate your kitchen as well. We can assume that because the sign is in a neighborhood, your target audience will see it numerous times either walking or driving by – likely both. That allows us a bit more leeway with the message. Unlike a billboard on the highway, the passer-by has additional opportunities to “get” the nuances of the message(s).
Like a billboard however, it needs to be seen and should grab attention. With the lower cost of printing and online vendors, a full color display is an affordable option. As a design firm, you want to create a reflection of your capabilities – a full color image of a kitchen or bath project; or perhaps just the layout and design of your logo, phone and web address brings your creative message home. If you design something truly unique, you may benefit from viral marketing – people talking about your signs, the press writing something… you never know!
Be sure to include your company name, logo and/or any other iconic representation of your firm. This is a tremendous branding opportunity – allowing you to launch a logo or positioning statement throughout your community without spending a fortune.
And your contact information… I contend that your web address is more important than your phone number – it’s easier to remember!
These are my random thoughts on Yard Signs – you are encouraged to add your comments.
Remember if you are a member of the Alabama or Northern New Jersey Chapters of the NKBA – I will be at both discussing using technology to market your kitchen and bath showroom. More info:
Northern New Jersey Chapter
Alabama Chapter
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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 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!
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Posted by zpromotion
The Kitchen & Bath Channel – Smart Phone Mobile App
Book: A is for Advertising… B is for Branding…
