October 22, 2011
I am truly amazed by the speed at which we are not only exposed to new technologies and platforms, but are required to leverage and embrace them. And with each new love affair, there is a savvy marketer discovering how we should make it a part of our integrated marketing plan.
There was a time when we had the time to warm up to a new technology before we “needed” to employ it. According to Advertising Age’s History of Advertising 1704-1999, 1704 saw the first newspaper ad; it took 218 years, until 1922, when the first radio broadcast was sold to an advertiser. 19 years later, in 1941, the first TV commercial, featuring a Bulova watch hit the air. Ahhh… a simpler time. We could take our time to get comfortable with the new-fangled fads.
But today, we are required to move at warp speed – consider that the first web browser was born in 1990, by 1995 the web had an estimated 16 million users, three years later there were 147 million users that went to 500 million by 2001. Facebook launched in 2004; YouTube in 2005; Twitter in 2006; the iPhone in 2007; the first Android smartphone in 2008; and the iPad in 2010. Each one of these technologies/platforms/innovations has become an integral and required aspect of our integrated marketing programs.
As you begin your 2012 marketing plans, keep these truths in mind:
You need a presence on mobile devices:
- 40% of Tablet & Smartphone owners use them while watching TV (Nielsen)
- 17% of women / 21% of men looked up product information because of a TV commercial (Nielsen)
- 79% of consumers use a smartphone to help with shopping (Google: ZMOT)
You need to put video to work for you – on TV… online …on handheld devices.
- 37% of shoppers were stimulated to make a purchase decision by a TV ad (Google: ZMOT)
- 83% of moms say they do online research after seeing TV commercials for products that interest them (Google: ZMOT)
- 74% of consumers remember an ad when viewed across media platforms (TV+PC+Phone+Tablet) (Nielsen)
- In August of 2011 YouTube was the 5th most popular web brand with 127.9 million visitors, spending 1 hour and 42 minutes EACH on the site (Nielsen)
- Q2 2011 – 36.2% more Mobile subscribers are watching video on a mobile phone than a year earlier (Nielsen)
These are just two critical areas, but there are more… and as the technology advances, you need to be ready to make it work for you in bringing leads to your kitchen & bath showroom.
Consider developing a fully Integrated Marketing Program for 2012 where you can leverage your resources to best fit your market, your customer and your budget. And, of course I am always available to help you get started. Email info@kitchenmarketing.com to get started
35.957625
-79.047142
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Android, android app, apps, Blackberry, 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, marketing with video, Mobile Apps, Social Media for the Kitchen & Bath Industry, YouTube for Kitchen and Bath, ZMOT | Tagged: blackberry apps, facebook, Integrated Marketing, iPhone, Kitchen and Bath Industry, kitchen and bath marketing, Kitchen and Bath Professionals, kitchen and bath social media campaign, kitchen marketing, kitchen website marketing, social media, video marketing, web marketing, youtube, youtube marketing | 
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Posted by zpromotion
August 13, 2011
As regular followers are aware, each week I endeavor to find a marketing gem that you can put into practice immediately in your kitchen and bath showroom; something that will help drive traffic in a “less than stellar economy”.
This week, in an effort to answer the question “where should I place my marketing dollars for the greatest return on my investment?” I landed on a new study: “2011 Social Media Matters Study” by BlogHer and sponsored by Ketchum.
I want to share some of the findings and place them in context for the kitchen and bath industry.
First you should know that the respondents of the BlogHer audience consist of 2,763 women and 98 men who are blog users. The data was secured from a network sample: survey fielded across 2,500 blogs & 25MM+ audience – ages 18-76.
The report stated that “everyone is an early adopter [to technology] – thanks to mobile devices. Adoption rates of new services and tools are high, but volatile”.
The BlogHer audience is labeled “early adopters” and the percentages below supports that assertion. All figures are 2011 percentages as compared to 2010.
- Facebook – 2011: 84%; up 1% from 2010
- YouTube – 63%; up 6%
- Smart Phone Mobile & Apps – 57%; up 32%
- Social Media Games – 21%; up 4%
- Read Blogs – 94%; down 2%
- Message Boards – 41%; down 4%
- Watch TV/Media Online 42%; down 14% (while YouTube is up 6%)
- Twitter – 39%; down 13%
The study continues by telling us that “Women have an ever increasing appetite for media. Despite few declines in usage, we have made time for new choices. Mobile is driving early adoption & rapid abandonment.”
In the Kitchen and Bath industry, we know we need to reach women to be successful. This study shows us that women are using new technologies, social media and blogs – it follows that as kitchen and bath professionals, we need to incorporate theses technologies and tools into our overall integrated marketing plans.
Z promotion & design, through our new program, The Kitchen & Bath Channel provides kitchen and bath professionals with a cost-effective, simple way to employ new technologies. Immediately, we can place you in the mobile marketplace, on YouTube and Tweet you hundreds of Twitter followers. And as we prepare to launch our upcoming versions, you will have new opportunities to reach your target market utilizing the latest marketing tools as they appear and without the hassles of having to keep up yourself!
35.957625
-79.047142
Leave a Comment » | Android, android app, apps, Blackberry, Google TV, Integrated Marketing, iPad, iPhone, 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 groups, Marketing, marketing with video, Mobile Apps, Social Media, Social Media for the Kitchen & Bath Industry, YouTube for Kitchen and Bath | Tagged: blackberry apps, blogging, blogs, facebook, Integrated Marketing, Kitchen and Bath Industry, kitchen and bath marketing, Kitchen and Bath Professionals, kitchen design sales, kitchen marketing, marketing recession, mobile apps, social media, twitter, video marketing, web marketing, youtube marketing | Permalink
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.
35.957625
-79.047142
1 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, Mobile Apps, Social Media for the Kitchen & Bath Industry, YouTube for Kitchen and Bath | Tagged: Integrated Marketing, Kitchen and Bath Industry, kitchen and bath marketing, Kitchen and Bath Professionals, kitchen dealers, kitchen design sales, kitchen marketing, kitchen sales, kitchen showroom, marketing recession, smart phone apps, social media, web marketing | Permalink
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.”
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, LinkedIn, LinkedIn groups, Marketing, Social Media, Social Media for the Kitchen & Bath Industry | Tagged: blogs, facebook, Integrated Marketing, Kitchen and Bath Industry, kitchen and bath marketing, Kitchen and Bath Professionals, kitchen and bath social media campaign, kitchen dealers, kitchen design sales, kitchen design websites, kitchen industry websites, kitchen marketing, kitchen website marketing, selling kitchens online, social media, twitter | Permalink
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/
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
Posted by zpromotion
January 15, 2011
Are you sitting at your computer mouse in hand, staring at the keyboard, glancing at the screen, searching your brain for a nugget of creativity? Perhaps you’re designing a new kitchen, looking for the right words to describe your showroom, considering a new positioning line or logo – but nothing is flowing from your brain to your computer. The problem is likely that you are using the incorrect tools to creativity.
You only need two items to get the creative juices flowing: a legal pad and a sharpie. The legal pad can be yellow or white, although I have always found yellow produces better results. The sharpie… not the fat fine points – those bleed through too many pages, and not the new Sharpie Pens – they lack the personality required for this type of operation. The Sharpie MUST be an “ultra fine point” – only this type of pen can release the creative imagination required to be successful. Color? Not important, but having a variety at your disposal can help capture your mood.
The most creative guy I ever met gave me this tip… and oddly enough it has been reinforced by novel writers, designers and others who make their living with “on-demand creativity”. I am not a neurologist, but I believe it has to do with the process of hand to page – that direct flow from the brain thorough the arm to the hand to the Sharpie to the legal pad.
Don’t believe me? Try it and report back!
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Getting ready to lauch the Kitchen & Bath Channel Mobile Apps within the next few weeks. Be sure your showroom is included. Visit The Kitchen & Bath Channel for additional information – or email or call (919-932-4600).
Leave a Comment » | Android, Integrated Marketing, iPhone, kitchen and bath dealer, kitchen and bath integrated marketing, Kitchen and Bath Professionals, kitchen design marketing, Mobile Apps | Tagged: improved business, Integrated Marketing, Kitchen and Bath Industry, kitchen and bath marketing, Kitchen and Bath Professionals, kitchen marketing, kitchen showroom, showroom marketing, social media, web marketing | Permalink
Posted by zpromotion
December 26, 2010
I observed something during this snowy (for much of the country, it not the world) holiday weekend. It seems the kitchen and bath industry, along with the rest of the world took advantage of some down time to reconnect and do some online exploring.
The Z promotion & design Facebook page added close to a dozen new fans, and my personal page became a few friends richer, as well. My Twitter account found followers and the Kitchen & Bath Channel on YouTube got viewers as if we were showing “It’s a Wonderful Life” – and Christmas Day was among the busiest this blog has seen in weeks.
What’s the lesson to be learned? Simply that your online presence should be all-encompassing – a website, a [business] Facebook page, Twitter account, a blog, YouTube – create a presence on any social networking site you are comfortable maintaining. The key is maintaining – even when you are closed, you’re open. Be sure your information is up to date, accurate and compelling.
A reminder that the Kitchen & Bath Mobile App is almost ready to launch, with marketing to the consumer becoming finalized. We are still offering our pre-launch specials, allowing you to save 25% on your annual Platinum or Gold subscription. This is the kitchen and bath industry’s first ever marketing tool that will drive customers to your front door WHILE they are out shopping. Don’t miss out on the incredible pre-launch special!
Click to join the Kitchen & Bath Channel
Leave a Comment » | Android, Blogging, 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: blogging, blogs, facebook, improved business, Integrated Marketing, Kitchen and Bath Industry, kitchen and bath marketing, Kitchen and Bath Professionals, kitchen and bath social media campaign, kitchen design sales, kitchen marketing, kitchen website marketing, showroom marketing, social media, twitter, web marketing, youtube, youtube marketing | Permalink
Posted by zpromotion
December 18, 2010
Did you plan for the Holidays this year? I am not talking about your Hanukkah or Christmas shopping, but rather your Hanukkah and Christmas selling. As Thanksgiving rolls around each year, the kitchen and bath industry typically goes on hiatus until the first of year, although I have heard reports of busy showrooms. Regardless, when business slows, your marketing should increase.
You know that a new kitchen or bathroom is as much (if not more of) an emotional sell, as a logical or price-based sale. So, plan to use the time around the holidays to take that to your customers. When putting together your 2011 marketing plan, remember that dropping off the grid in December may influence how effectively you hit the ground running in January.
This is a great time to utilize email or your Facebook and Twitter accounts, as those connections/customers expect to hear from you and your message will not get as lost in the shuffle of holiday greetings and sales.
Some emotion-based ideas for consideration as you develop your message.
- Frustration – “I am tired of trying to cook for guests in this antiquated kitchen”
- Embarrassment – “I hate that my family and guests have to use that old, barely functional bathroom”
- Pride – “next year my guests will love my new kitchen”
- Confidence – “the perfect pie from my perfect kitchen”
- Shame – “maybe I’ll be able to invite guests to my house for a change”
- Intimidated – “I know my in-laws think less of me because of the condition of my kitchen”
Get the idea? Look to the internet for a wide range of emotions and put them to work for your business around the holidays! Need some guidance? We are available to assist. (info@kitchenmarketing.com)
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The Kitchen & Bath Channel Mobile Apps are almost ready for launch! http://www.kitchenbathchannel.com/join.html – sign up today. Give your business a leg up in 2011!
Leave a Comment » | Android, Blogging, Integrated Marketing, iPad, iPhone, kitchen and bath dealer, kitchen and bath integrated marketing, Kitchen and Bath Professionals, kitchen design marketing, Marketing, Mobile Apps | Tagged: blogging, blogs, facebook, improved business, Integrated Marketing, Kitchen and Bath Industry, kitchen and bath marketing, Kitchen and Bath Professionals, kitchen design sales, kitchen marketing, kitchen sales, kitchen showroom, showroom marketing, social media, twitter, web marketing | Permalink
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:
Leave a Comment » | Integrated Marketing, kitchen and bath dealer, kitchen and bath integrated marketing, Kitchen and Bath Professionals, kitchen design marketing, Marketing, marketing with video, Social Media for the Kitchen & Bath Industry, YouTube for Kitchen and Bath | Tagged: improved business, Integrated Marketing, Kitchen and Bath Industry, kitchen and bath marketing, Kitchen and Bath Professionals, kitchen dealers, kitchen design sales, kitchen marketing, kitchen showroom, kitchen website marketing, media buys, showroom marketing, social media, video marketing, web marketing | Permalink
Posted by zpromotion
The Kitchen & Bath Channel – Smart Phone Mobile App
Book: A is for Advertising… B is for Branding…
