June 12, 2010
I may be late to the game, but I recently downloaded Skype. Despite the disadvantage of forgetting to place it on “do not disturb” and getting some annoying phone calls while trying to work, I think this something kitchen and bath professionals should explore.
Skype allows you to share your desktop in real-time, in the same manner as “Go to Meeting”. Imagine the benefits of calling your client – either via the computer or Alex Bell’s technological wonder – to review layouts, design concepts, products, colors (to a certain extent – be careful, as screen colors can vary tremendously) or even budgets.
This is a free service, available as a mobile app and from what I have seen so far, the quality is excellent for those times you need to meet, but just can’t physically get together.
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On another note: Heading to Alabama next week to talk Social Networking with the NKBA Chapter… I am happy to attend any NKBA or NARI chapter meeting to try to allay your fears and take some of the mystery out of the buzzwords… visit www.KitchenMarketing.com for more information.
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Posted by zpromotion
June 5, 2010
Kitchen and Bath professionals: think about your website as your showroom and your Twitter, LinkedIn, Facebook, Blog, Yelp, YouTube and myriad of other social networking sites as your company’s trucks, yard signs, salespeople and other analogous ways you reach your customers.
Each is a stand-alone marketing piece designed to drive your client to the showroom (your website).
Your website should be designed to make the customer comfortable that you are the only logical professional to remodel their kitchen or bath – driving them to your bricks and mortar website. Be sure you display a variety of projects, give them information about your background, credentials your working process and testimonials. Many people include lists of their vendors for those looking specifically for Viking, SubZero, Meile or a specific cabinet manufacturer. And don’t forget to give them an easy way to contact you… and links back to all your social networking sites.
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New website for your convenience: www.GetListed.org – this site will help you get listed on the ever increasingly important local listings on Google, Yelp, Bing and Yahoo! – as well as Best of the Web.
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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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Posted by zpromotion
April 10, 2010
It is home show season once again and like many kitchen and bath professionals you struggle with participation – is it worth it? Participation means time away from the showroom, additional expenses, and the hassles of transporting your “booth” and samples, the list goes on – and for what? To schmooze with a handful of tire kickers looking for a deal, homeowners with dreams, but no cash or media reps looking for new advertisers.
Let me suggest another way to look at your participation… each person approaching your booth is a potential addition to your database… not a room addition, not a new bathroom and not a quick sale, just a name and EMAIL address. Let’s take that information and over time transform yourself from just another kitchen and bath professional to a “friend” to a working business relationship.
Begin by collecting email addresses. Don’t just let someone approach, glance over and leave your booth – capture them. Raffle off something people want – doesn’t have to be kitchen or bath related either… perhaps an HDTV, a gaming system, or some other “luxury” item; something that will get the buzz of the show. To be eligible to win, you need to fill out a form completely – the usual contact info including email and a short form asking why they are at the show – new kitchen, roof, nothing in particular…
You now have a rich database of email addresses to which you can send monthly or weekly email blasts. Use this as the opportunity to introduce yourself and your company. Send specials, ask them to join your Facebook page, follow you on Twitter, hold “members only” receptions or classes at your showroom – you are only limited by your imagination. And, just like the “old fashioned” way of networking – you are keeping your name in front of all these new potential clients – who are they going to remember when it’s time to pull the trigger and get the remodeling project started?
Going to K/BIS next week? If you would like to meet to discuss marketing your business email me – phil@kitchenmarketing.com – I still have some time available.
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Posted by zpromotion
March 27, 2010
I have been neglecting my blog for the last two weeks due to travels – last week with the NKBA for Officers Training in New Orleans and the previous week with the SEN Design Group in St. Augustine for the annual spring conference.
I return to Chapel Hill with a few things to report.
The kitchen and bath industry is feeling optimistic. Not to put the kybosh on any national economic recovery, but dealers are reporting more showroom traffic That means if you have not implemented your marketing strategy to get the resurgence of buyers into YOUR showroom – you better get started. Of course we can assist you in your efforts.
Facebook is all anyone wants to discuss. Yes, Facebook is a great way to network with your customers and all kitchen and bath professionals should have a presence. BUT, your Facebook page should be one part of your integrated marketing plan – not the whole thing! And, you want to set up a business page, NOT a personal page in the guise of your business. Follow this link to set up your business page: http://www.facebook.com/home.php?ref=home#!/pages/create.php
The last thing I want to talk about is in my opinion the most important – that is Social Networking – the old fashioned way. Meeting people face to face, making new friends, bonding with old friends, all without the aid of your computer.
Whether you are member of the SEN Design Group, BKBG, NKBA, NARI, KCMA or any of the other alphabets in our industry, the strength of each organization is the people. If you have not yet experienced the benefits of networking within these organizations [on a regional or national level] consider…
- The ability to discuss your business – your problems and your successes with a peer from another part of the country who is not a competitor. Local chapter meetings, not so much.
- Getting the “inside story” on vendors – new innovations, available deals, customer service, etc.
- Sharing marketing ideas – from new technology to tried and true measures, what are your peers doing successfully.
- Creating bonds that could prove to be beneficial in the future. People change jobs, people grow, people move so perhaps you can help one another at another time.
- I am sure there are more – post your ideas to this blog.
I have been with SEN since 2001 and a chapter officer in NKBA since 2004 – the relationships I have developed and the friends I have made are among the best from a personal, as well as a professional level. Not all are clients, some will never be, other may eventually be – but regardless all contribute to my knowledge and understanding of the “unique and exciting” world of kitchen and bath professionals – thank you.
Now… who reading this will help me get to 200 fans on Facebook?
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Posted by zpromotion
March 6, 2010
It will be a busy week for me with two speaking engagements -
- Eastern Carolinas Chapter NKBA
Tuesday, March 9. 5:30 – 8:00PM at A Southern Season in Chapel Hill, NC
“A Southern Season of Social Networking”
- SEN Design Group – Spring Conference
Thursday, March 11. St. Augustine, FL
Part of a panel discussion on “Getting the Green Out of Your Marketing”
For additonal 2010 speaking engagement dates visit: http://www.kitchenmarketing.com
If you would like to talk with me about speaking to your NKBA chapter or other group, email me: phil@kitchenmarketing.com
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Posted by zpromotion
February 28, 2010
I just returned from the NKBA Annual Planning Meeting. As a marketer in a sea of kitchen and bath professionals, I found myself “on call” answering a broad array of marketing questions – don’t get me wrong, I loved every minute of it! Not just because I love being “on”, but because the kitchen and bath industry has finally realized that to be successful, you must embrace marketing. This is a far cry from just a few years ago when “yellow pages and referrals” supplanted the need to market. I was further encouraged by the industry’s acceptance and curiosity surrounding the newest technologies, and ways to include them in their integrated marketing plans.
I got questions about social networking. What? Why? And a few …huhs? But what surprised me was the number of questions about Search Engine Optimization (SEO) and how much misinformation is floating out there. So this week – here are some SEO “rules of thumb”.
- If you are approached by a firm guaranteeing top placement on Google or other search engines; run. Run far and run fast. No one can honestly make those claims. SEO is too complicated, too subjective and too fluid.
- There are no specific number of pages nor are there optimum numbers of words on a page that will make your site “search engine friendly”. That having been said – do keep in mind that the text within your website is very important to SEO – therefore logic dictates that the better your text encompasses your keywords (explaining your business in the way your clients will be looking for you), the better off you’ll be. If that means more pages and enhanced descriptions, so be it.
- Google, Yahoo! and Bing offer webmaster tools to help optimize your site to their specifications – use them.
- Add Google analytics or a similar free tracking tool in order to measure your visits, your keywords, etc.
I encourage any member of the Kitchen and Bath Industry (showroom owner, designer, manufacturer or association staff member) to contact me BEFORE you take the plunge into SEO or even social networking. I am happy to spend some time with you discussing your specific needs – and whether you chose to work with Z promotion & design or not, as a member of the Kitchen and Bath Industry, I know your business, I know marketing and I know the internet and can, at the very least, provide you with the questions to ask the vendors who approach you. Email me phil@kitchenmarketing.com.
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Posted by zpromotion
February 13, 2010
I have been preparing for my upcoming talks on social marketing and doing some online research to see what’s new. As you might have guessed, online communities are growing and Facebook is aging –according to InsideFacebook.com, the fastest growing demographic is Women 55+. When my 2nd grade teacher “friended” me, and my aunt put up a profile (and I’m no spring chicken, myself) I knew Facebook was graying – of course my college-age kids had the same feeling when dad put up his profile.
I have been talking about a communication paradigm shift for the last several years. As it relates to marketing, consumers are no longer unwitting recipients of a monologue – they are true partners and participants in a dialog. The internet introduced us to the concept… social media is taking it to a new level.
As a participant, the consumer now has the power to respond to your marketing messages and critique your livelihood – today there must truly be “truth in advertising”. Consider the client whose cabinetry finish is not quite what they had expected. How will you make them happy? What would happen to your business if you ignored the complaint and your client posted his/her feelings on their blog, their Facebook page, to their Twitter account – thousands, if not millions of potential customers would know your name and would likely avoid you like the plague. But, what if you went the extra mile to make the client happy – those same thousands, if not millions of potential customers would know your name and likely try to get you to do their renovation. I am not just talking to showroom owners; manufacturers, wouldn’t you like to be known world-wide for taking excellent care of your customers?
Never forget that your clients are online and talking to their friends. If you have a Facebook page for your showroom, ask your clients to become fans and add a testimonial. Market to your fans by offering incentives, seminars, specials and other “fan only” benefits on a regular basis, there is a payoff. Social Media is not a kids’ toy… use it to stay in touch, to listen, to learn, and to bond with your customer base.
Post your thoughts and experiences. Become a Fan and Z promotion & design!
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Posted by zpromotion
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 16, 2010
This past week I was speaking with a kitchen and bath professional who recently vacated the showroom she had occupied for years. She was in the process of finalizing on a new smaller location with less overhead. The move is emblematic of the new reality.
The industry is evolving as your customers’ spending habits are changing. Most experts agree that the days of indiscriminate luxury spending have come to an end. Homeowners are still remodeling, but in a more conservative fashion… will you still sell high-end kitchens and spa bathrooms? Absolutely. Will you sell as many? Doubtful.
But I am not an economist, nor do I play one on TV… I am just a marketing guy making you aware of the rare opportunity you have to totally redefine yourself to your market, especially if you fall into any of these categories… (to paraphrase, and with apologies to Jeff Foxworthy)
1 – If you stopped advertising and are getting ready to begin again, you may be ready for a whole new brand.
Your customers may not think you’re in business any longer – so many of your competitors really are gone. Kick in with some new advertising that redefines you.
2 – If you are currently working with clients looking for less expensive and extravagant projects than in the past, you may be ready for a whole new brand.
You used to be known as the luxury kitchen and bath showroom; perhaps it’s time to change that perception. More customers will visit, if they think they can afford your expertise.
3– If you are you changing locations, you may be ready for a whole new brand.
It is as simple as, a new address, a new showroom, a new beginning.
4 – If you are taking on projects you never did before, you may be ready for a whole new brand.
A kitchen and bath professional who is now designing and installing [more] libraries, home offices, laundry rooms, decks, outdoor kitchens, room additions and other projects that may have been more contractor or interior designer related, need to let past (and potential) customers know about your complete services.
5 – If you’re getting ready to redesign your website, you may be ready for a whole new brand.
A website is a major marketing expenditure. If you’re ready to greet the new consumer with an update or upgrade, it is the optimal opportunity to revisit your entire brand – make the change simultaneously.
Just as you would hope a homeowner would consult with you prior to renovating a kitchen, you too should [at least] discuss rebranding with your marketing expert. Is it right for you? What expenses are involved? Will it help your bottom line? What’s the process? A rebranding is not a “half-hearted” project – it can literally turn your business around, so take it seriously.
Food for thought on another Saturday morning….
As always you can find me at phil@kitchenmarketing.com or online at 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…
