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
January 28, 2011
Every now and then I run across something that excites me… Xobni is one of those things. A client turned me on to it a day or so ago, but apparently it’s been around for a while – just under my radar.
Xobni, which is inbox spelled backwards, is a free add-on to Outlook (also a paid version, but I haven’t discovered the value of a purchase… yet).
It has been loaded on my computer for about 48 hours, so I don’t yet know the full extent of its capabilities, but Xobni already does enough to warrant some excitement.
- Search for an email – type a topic and it will locate all emails with your query – faster than outlook
- Search for an individual – it will find them in your contacts, and your messages
- Schedule a meeting with the click of a mouse… Xobni reads your schedule and prepares an email with potential meeting times
- Incoming email – when an email arrives from anyone you automatically see the following:
- All emails with that individual, all files/attachments exchanged and people in his/her network
- You also get a profile of the sender including all email addresses, phone numbers, Skype information, statistics about your interactions such as how many incoming and outgoing messages, where they rank in frequency of all interactions with all contact, etc.
- Plus …and this is where it becomes a great marketing tool…
- LinkedIn – you can see if the contact is part of LinkedIn and if not you can link directly from the application
- Facebook – the same
- Twitter, Hoovers, YouTube, Flickr and more social networking connects are part of the application.
If you use it… let’s talk about the benefits and drawbacks. If you have the $30 upgrade… was it worth the additional expense – after all every penny counts these days. Let’s use this blog to communicate and talk about this product. In the meantime, as I learn more I’ll post the info here.
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Posted by zpromotion
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
January 1, 2011
As 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.
Follow this blog for 2011 advancements!
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Posted by zpromotion
November 13, 2010
The Kitchen & Bath Channel Smart Phone App
The Kitchen & Bath Channel Smart Phone Apps are almost ready for distribution to the public. To get ready for the launch, we are having a Pre-Launch Sale for Gold and Platinum subscriptions.
What is the Kitchen & Bath Channel Smart Phone App?
It is a free app (for iPhone, Android and Blackberry) to the consumer that contains a database of you, and over 13,000 of your competitors. Everyone can get a free listing consisting of your name, your business name, address and phone number. Gold and Platinum Subscribers received higher listings, hyperlinks to Google Maps, as well as web and email links and the ability to present photo and videos of your work directly to the smart phone. Click for more information about the Kitchen & Bath Channel Mobile App.
How does it work?
Consider the following scenario… a couple just walked out of a competitor’s showroom. They were all set to buy, but got cold feet – perhaps they didn’t “click” with the designer; maybe the cost was beyond their budget, it could be a myriad of reasons… but what do they do next? They are ready to buy and not sure where to turn. With the Kitchen & Bath Channel Smart Phone App, they launch the app, the phone’s GPS locates them and lists ALL area kitchen and bath professionals. If you’re a Platinum subscriber, you’re at the top, followed by Gold subscribers, and then the free listings. The consumer can even sort by room, product, even accreditation… Click for more information about how the Kitchen & Bath Channel works.
Check out the Kitchen & Bath Channel website to learn more. Subscribe today – before the apps are launched in mid-December, you can save 25% on any annual subscription.
Questions… email me
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Posted by zpromotion
October 30, 2010
It is hard to believe that October is quickly becoming November, but the calendar doesn’t lie – or I’d still be a lot younger… So, in addition to raking leaves, bringing in the plants and breaking the sweaters out of mothballs, your autumn checklist should include your 2011 Integrated Marketing Plan.
Let’s hope the remainder of the year shows continued growth, but traditionally the kitchen and bath industry slows down this time of year, giving you time to consider your marketing plans for the following year.
Integrate your message across media. If you think you can get by with just an online campaign – think again. You need to reach your customers often and in places they frequent. Always bear in mind that effective marketing is reaching the right person at the right time with the right message in the right way using the right media.
The media you choose should be determined by your target market, rather than your budget. The 20-somethings use “different message delivery systems” (media) than 50-somethings. Media varies by income bracket, as well.
As you look to 2011, determine your competitive advantage, (re)define your target market, craft your message, set your budget, find the right media and develop your integrated marketing plan. Now is the time to be sure you are ready to greet 2011 and the traffic it can bring to your showroom… if your customers know you’re out there.
Housekeeping:
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Posted by zpromotion
The Kitchen & Bath Channel – Smart Phone Mobile App
Book: A is for Advertising… B is for Branding…
