How to Attract Kitchen & Bath Customers in Today’s Economy
June 4, 2011
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How to Attract Kitchen & Bath Customers in Today’s Economy
June 4, 2011We 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.
Leave a Comment » | Blogging, Google TV, Integrated Marketing, kitchen and bath dealer, kitchen and bath integrated marketing, Kitchen and Bath Media Buying, Kitchen and Bath Professionals, Kitchen and Bath Web Marketing, kitchen design marketing, LinkedIn, Marketing, Search Engine Optimization, Social Media for the Kitchen & Bath Industry, YouTube for Kitchen and Bath | Tagged: adwords, blogging, facebook, google adwords for kitchens, Integrated Marketing, Kitchen and Bath Industry, kitchen and bath marketing, Kitchen and Bath Professionals, kitchen and bath social media campaign, kitchen dealers, kitchen marketing, kitchen website marketing, marketing recession, showroom marketing | Permalink
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Social Snooping worthy of 007
May 28, 2011I 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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Marketing Innovation
April 16, 2011In the time and place we find ourselves, we are all struggling to bring in business. What is our competitive advantage, what will give us the edge over our peers in attracting customers?
I don’t know the answer for every Kitchen & Bath Professional out there – if I did, I’d have that fortune we aspire to.
But I will tell you this – to stay a step ahead of the competition you need INNOVATION – you need to think beyond your competition, originate, and establish the new reality for your market.
I did. And my innovation can help your next client find you.
The Kitchen & Bath Channel Smart Phone App
Have a Droid? Download your FREE App now to try it out. When you love it, give it a 5 Star review!
Have an iPhone or Blackberry? The apps are in the review process and will be available within days.
Our subscribers have the opportunity to stand out from their competition! Subscribe yourself at The Kitchen & Bath Channel
Visit The Kitchen & Bath Channel @ KBIS – Booth C5627
Learn more about Z promotion & design @ www.KitchenMarketing.com
Leave a Comment » | Android, android app, apps, Blackberry, Integrated Marketing, iPad, iPhone, KBIS, kitchen and bath integrated marketing, Kitchen and Bath Professionals, Kitchen and Bath Web Marketing, kitchen design marketing, Marketing, NKBA | Tagged: app, apps, improved business, Integrated Marketing, iPhone, KBIS, Kitchen and Bath Industry, kitchen and bath marketing, Kitchen and Bath Professionals, kitchen marketing, kitchen showroom, marketing recession, mobile app, NKBA, showroom marketing, smart phone apps | Permalink
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The Week That it Was
March 26, 2011Yesterday 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 –
- The Kitchen & Bath Channel Smart Phone Apps are closer to launch and the beta I am testing is VERY, VERY COOL – I can’t wait!!!!
- KitchenBathChannel.com visits are exceeding expectations and it isn’t officially “ready for prime-time” yet.
- 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!
1 Comment | Integrated Marketing, iPhone, KBIS, kitchen and bath dealer, kitchen and bath integrated marketing, Kitchen and Bath Professionals, Kitchen and Bath Web Marketing, kitchen design marketing, Marketing, Mobile Apps | Tagged: blogging, blogs, Integrated Marketing, KBIS, Kitchen and Bath Industry, kitchen and bath marketing, Kitchen and Bath Professionals, kitchen marketing | Permalink
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Launch Day Grows Nearer
March 5, 2011It 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
Leave a Comment » | Android, Integrated Marketing, iPhone, kitchen and bath dealer, kitchen and bath integrated marketing, Kitchen and Bath Professionals, Kitchen and Bath Web Marketing, kitchen design marketing, Marketing, Mobile Apps | Tagged: android app, blackberry apps, improved business, Integrated Marketing, iPhone, iPhone app, Kitchen and Bath Industry, kitchen and bath marketing, Kitchen and Bath Professionals, kitchen design sales, kitchen marketing, selling kitchens online, showroom marketing, smart phone apps, web marketing | Permalink
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Google Does it Again
February 26, 2011Just 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.
Leave a Comment » | Integrated Marketing, kitchen and bath dealer, kitchen and bath integrated marketing, Kitchen and Bath Professionals, Kitchen and Bath Web Marketing, kitchen design marketing, Marketing, Search Engine Optimization, Search Engine Results Page | Tagged: google adwords for kitchens, Integrated Marketing, Kitchen and Bath Industry, kitchen and bath marketing, Kitchen and Bath Professionals, kitchen design websites, kitchen industry websites, kitchen website marketing, showroom marketing, web marketing | Permalink
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Kitchen & Bath Channel – Shameless Self-Promotion
February 6, 2011One of things I truly love about blogs is that fact that one can shamelessly self-promote and blather on about anything and everything. Well this sunny, warm(ish) Sunday February morning in North Carolina is going to be just that – shameless self promotion.
Within the next week or two, my partner Max Isley, CMKD and I are scheduled to officially launch the Kitchen & Bath Channel Smart Phone Mobile Apps. These are [unabashedly] the greatest marketing tools to hit the kitchen and bath industry since the advent of direct mail, if not ever!
These apps are free to the consumer. They include a database of over 15,000 kitchen & bath and remodeling professionals. When your customer launches the app (on the iPhone, Android or Blackberry), the phones’ geo positioning locates the closest kitchen and bath professionals on a map. From that map they are able to access each professional’s profile. In addition, the consumer can search for a kitchen and bath professional through a number of queries including, city, state, room they want to renovate, profession of the remodeler, accreditation, products and more!
So, as a professional, how do you stand out from the crowd? You take top priority among your 15,000 peers through “Gold” or “Platinum” annual subscriptions.
- With a free, standard listing you are placed in alphabetical order, with a contact name, phone number and address.
- An upgrade to Gold moves you to the top of the list, gives you a link to auto dial, an interactive map for directions, your website on the phone’s browser, a link to send an email and the ability to be linked to the user’s contact file.
- If you upgrade to Platinum, you receive everything a Gold subscriber does PLUS the ability to include up to 5 photos and 5 videos of your choosing and you appear above the Gold Subscribers in the list of results. Click here for more information.
In addition to the apps for the customers “on the go” – the website KitchenBathChannel.com is a database of professionals where your customers begin their research!
I’ll post again when the apps are ready for download – but in the meantime, if you are a kitchen and bath professional become a subscriber BEFORE the apps are launched and SAVE 25%!
Leave a Comment » | Android, Blogging, Integrated Marketing, iPad, iPhone, kitchen and bath dealer, kitchen and bath integrated marketing, Kitchen and Bath Professionals, Kitchen and Bath Web Marketing, kitchen design marketing, Marketing, marketing with video, Mobile Apps, YouTube for Kitchen and Bath | Tagged: blackberry apps, improved business, Integrated Marketing, iPhone, Kitchen and Bath Industry, kitchen and bath marketing, Kitchen and Bath Professionals, kitchen dealers, kitchen design websites, kitchen marketing, mobile apps, smart phone apps, web marketing, youtube marketing | Permalink
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Kitchen & Bath Industry Facebook: A Primer
January 22, 2011Just 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/
Leave a Comment » | Integrated Marketing, kitchen and bath dealer, kitchen and bath integrated marketing, Kitchen and Bath Media Buying, Kitchen and Bath Professionals, Kitchen and Bath Web Marketing, kitchen design marketing, Marketing, SEN design group, Social Media for the Kitchen & Bath Industry | 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 marketing, kitchen website marketing, media buys, social media | Permalink
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Tech Rules in 2011
January 1, 2011As we welcome 2011, the media is filled with lists from 2010…
We can take a look back at newsmakers, quotable quotes, funniest moments, celebrity sleaze, images, notable deaths and technology – to name a few.
CNN gave us these technology trends
- A year ago we had never heard of an iPad…
- Were you on Facebook? Did your showroom have its own page?
- Had you even considered “watching the web” from your TV set?
- You always bought software, owned the disc and loaded it on your computer… what the hell is an app, anyway?!?
My advice moving into 2011… watch the technology trends and with every new “toy” you hear about, think to yourself – “How can I use that to increase my kitchen and bath showroom traffic?”
Here are a couple of 2010 innovations for the Kitchen & Bath Industry’s marketing efforts moving forward.
- The Kitchen & Bath Channel on YouTube
- The Kitchen & Bath’s First Smartphone App to Drive Customers to your showroom – www.KitchenBathChannel.com
Follow this blog for 2011 advancements!
Leave a Comment » | Android, Blogging, Google TV, Integrated Marketing, iPad, iPhone, kitchen and bath dealer, kitchen and bath integrated marketing, Kitchen and Bath Professionals, Kitchen and Bath Web Marketing, kitchen design marketing, Marketing, Mobile Apps, Social Media for the Kitchen & Bath Industry, YouTube for Kitchen and Bath | Tagged: blogging, blogs, facebook, google adwords for kitchens, improved business, Integrated Marketing | Permalink
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The Kitchen & Bath Channel – Smart Phone Mobile App
Book: A is for Advertising… B is for Branding…
