July 30, 2011
When we first conceived of the Kitchen & Bath Channel Smartphone App it was based on a simple scenario that all kitchen and bath professionals have experienced.
Platinum Subscriber Profile Page
A customer arrives at your showroom having just left your competition (or a big box) because it wasn’t the “right fit”. They are in the mood to buy and you got lucky because they “somehow” arrived at your front door!
What if you could direct customers to your front door WHILE they are out shopping? Through the Kitchen & Bath Channel Smartphone App, all kitchen and bath professionals within a 50 mile radius of the customer’s exact location appear on the map. With the touch of an icon (for the featured listings) the customer has access to your website, to auto-dial your phone number, step-by-step Google map directions to your front door, samples of your projects and more!
The apps have been available since late April. Downloads and session times grow daily. Current and prospective subscribers love the concept, but often times ask questions that send us researching stats (see “Getting Your Share of $150 Million” and “Using Today’s Technology to Reach Today’s Customer“) – such was the case again this past week when a prospective Platinum subscriber asked the question, “Are people really using smartphones while they are out shopping?”
Here is what I found:
The website Digby, in an overview of Mobile Commerce Stats validated our assumptions.
- 46% of consumers have used their phone to get product information while in a store
- 56% of people believed mobile can make the shopping experience more enjoyable
- 34% of mobile shoppers make $100,000 or more a year
- 58% of mobile shoppers are ages 18-34; according to the Joint Center for Housing Studies at Harvard University this demographic (under 35 year olds) accounted for almost $12.5 billion in total expenditures with remodeling professionals during 2009.
- 31% of consumers research a product on their mobile device before buying it in-store
- Within the 49% of mobile users who have made a mobile purchase in the last six months
- 84% look for local retailer information
- 73% find a specific manufacturer or product website
- 63% search before purchasing in a store or from a catalog
- Among smartphone owners 38% prefer using a mobile application
- Mobile commerce showed 86% year-over-year growth from 2010 to 2011
While kitchen and bath professionals understand that buying a new kitchen is not something you can click and purchase from a mobile phone, the conditioning of the consumer to turn to their smartphone for shopping is clearly on the rise.
The Kitchen & Bath Channel provides the kitchen and bath professional an easy and cost effective entrée to the world of mobile research, shopping and Generation Y – those born after 1975.
For as little as $200 a year, the Kitchen & Bath Channel keeps up with the expanding technology and its implementation in marketing your business, so you can concentrate on designing kitchens and bathrooms!
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Posted by zpromotion
July 23, 2011
I was speaking with a Platinum subscriber to The Kitchen & Bath Channel the other day about the potential market for the app. I immediately sent him to my previous blog (Using Today’s Technology to Reach Today’s Customer). He stopped me and said he understands the potential to reach the younger generation(s) that’s why he was an early subscriber, but he wants to know what does it mean to him – in his community – in dollars and cents… so we did some math.
The iPhone and Android apps were released in time for KBIS (BlackBerry a week or so later), so they have been in use for roughly 90 days. Through today, there have been a total (on all three apps) of 6,117 sessions. A session is defined as one use by the end user – typically from launch to termination of the program.
Let’s assume that 5000 of the sessions are legitimate (an individual using the app for its intended purpose – to locate a kitchen and bath or remodeling professional), and let’s further assume that the average cost of a kitchen remodel is $30,000 (his figure for his business).
5,000 searches x $30,000 = $150,000,000 of potential kitchen remodel business is using the app nationwide.
If we agree that there are roughly 30 major metro areas and divide $150 million by 30 we find that in each metro area there is $5,000,000 of potential business using the app over the past 90 days.
Divide that $5 million by the 90 days the apps have been live and there is about $55,000 – a kitchen AND a bath remodel floating around you EVERY DAY!
Our subscriber was thrilled. And was surprised and pleased that he was the only Platinum subscriber in his market – to quote him “Spending $300 to stand out from my competition in this economic environment in a fight for 5 million dollars – this marketing concept is a no-brainer! Nothing personal Phil, but for my sake I hope you don’t get any more subscribers in my market!”
I don’t typically use this blog as a sales tool, but the excitement and buzz around The Kitchen & Bath Channel is growing exponentially daily – our Twitter followers hit 500 in less than a week… and mostly from people I didn’t connect to first!
Click for some articles –
Click for additional information -
The Kitchen & Bath Channel Website – with links to the apps
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2 Comments | Android, android app, apps, Blackberry, Integrated Marketing, iPad, iPhone, kitchen and bath dealer, kitchen and bath integrated marketing, Kitchen and Bath Media Buying, Kitchen and Bath Professionals, kitchen design marketing, Marketing, Mobile Apps | Tagged: android apps, blackberry apps, improved business, Integrated Marketing, iPhone, Kitchen and Bath Industry, kitchen and bath marketing, Kitchen and Bath Professionals, kitchen dealers, kitchen marketing, kitchen sales, kitchen showroom, marketing recession, mobile apps, showroom marketing, smart phone apps, twitter, web marketing, youtube marketing | Permalink
Posted by zpromotion
July 16, 2011
The Joint Center for Housing Studies at Harvard University recently released their latest study of the home remodeling industry entitled “A New Decade of Growth for Remodeling – Improving America’s Housing”
I look forward to this report because it gives our industry a great snapshot of the recent past and a glimpse into the next few years.
A couple of stats from the latest report that stand out:
In 2009: Heads of household, under 45 years old accounted for 31.28% of homeowners reporting remodeling projects and accounting for over $59 billion dollars spent! …during the recession. These figures account for those who hired professionals and not the Do-it-Yourselfers.
The Projection for 2015 for this same age demographic, including all homeowners (minority and non-minority) indicates an average growth of 3.9% in compound annual growth rate on average per owner spending.
Overlay those remodeling statistics with some about smart phone usage from Nielsen (April 2011)
- Thirty-six percent of U.S. mobile consumers now have smartphones. Add to that the latest stats from Online Marketing Trends (June 2011) that in the US 48.7% of smartphone owners are between the ages of 25 and 44. While another 27.5% are 45+.
- Consumers with Apple iOS (iPhone) and Google Android OS mobile phones represent the majority of the smartphone market in the U.S. and 74 percent of mobile app downloaders
- App downloaders with Apple iOS and Android OS smartphones have more applications on their mobile phones than those with other kinds of smartphones, with an average of 48 apps on iPhones and 35 apps on Android phones. (By comparison, app downloaders with Blackberry RIM smartphones only had an average of 15 apps on their phones.)
- They also use their apps more often: 68 percent of app downloaders with iPhones and 60 percent of those with Android phones reported using their mobile apps multiple times a day compared to 45 percent of app downloaders with Blackberry/RIM phones.
Savvy Kitchen & Bath Professionals need to begin to use the latest technologies to reach their current and upcoming generation(s) of customers. The Kitchen & Bath Channel was created to do just that.
Your primary benefit from your association with The Kitchen & Bath Channel is to make your marketing program technologically current and to keep you on the cutting edge! Your job is to design beautiful kitchens and baths, ours is to watch emerging technologies for your marketing benefits.
Become an early adopter and jump on board for as little as $200 a year!
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3 Comments | Android, android app, apps, Blackberry, 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, Mobile Apps, Social Media for the Kitchen & Bath Industry, YouTube for Kitchen and Bath | Tagged: improved business, Integrated Marketing, iPhone, Kitchen and Bath Industry, kitchen and bath marketing, Kitchen and Bath Professionals, kitchen dealers, kitchen design websites, kitchen marketing, marketing recession, mobile apps, showroom marketing, smart phone apps, youtube marketing | Permalink
Posted by zpromotion
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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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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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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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
April 23, 2011
Tomorrow I leave for KBIS in Las Vegas… I truly enjoy the city, well the strip. Of the dozens of times I have been to Las Vegas over the years, I have left the strip one time (not counting the convention center) – to experience Fremont Street. Give me Roulette, Blackjack and the occasional Slots… and I am a happy camper for a few days.
However, this trip to Las Vegas will be different from my past adventures – this time I will be gambling for real. For the first time I, along with my partner in The Kitchen & Bath Channel, have a booth at KBIS (C5627).
We are betting that The Kitchen & Bath Channel Smart Phone App is the perfect marketing partner for the kitchen and bath professional looking for an affordable way to market themselves. This unique marketing tool literally puts the kitchen and bath professional into the hands of the consumer while they are out shopping.
Imagine if you could show your potential customer your location on a map with turn by turn directions, links to your website and email, an auto-dial phone feature, the ability to be instantaneously added to your customer’s contact file AND a way to display project photos and videos on a Smart Phone all for only $300 a YEAR or less?! We are betting you’ll jump on it!
And the consumer feedback we are getting is great!
Important Links:
About The Kitchen & Bath Channel
Download the iPhone App
Download the Android App
Kitchen & Bath Channel Video Overview
The Kitchen & Bath Channel Facebook Page – “Like” us
Blackberry App is under review and coming soon
Our Booth @ KBIS is C5627
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Posted by zpromotion
April 16, 2011
In 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
I am talking about
The Kitchen & Bath Channel. Together with my partner, Max Isley, CMKBD, we developed the Kitchen and Bath Industry’s first Smart Phone app that puts you in the palm of your customers’ hands WHILE they are out shopping – Literally!
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
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Posted by zpromotion
The Kitchen & Bath Channel – Smart Phone Mobile App
Book: A is for Advertising… B is for Branding…
