2012: a New Marketing Reality

October 11, 2011

Just when you thought you had a handle on marketing your kitchen and bath business the rules are changing again.

There are a number of recent statistics that may shock you and should (at the very least) put your current marketing plan on trial.

  • We now spend more minutes each day with apps than we do with web sites.  On average 81 minutes are spent with apps compared to 74 with web browsing.  The increased usage of smartphones and digital tablets (such as the iPad) is credited for the new reality.

But as the many kitchen and bath professionals I speak with tell me – “that doesn’t affect me, my clients are older and smartphones and digital tablets are in the hands of kids.”   – if you subscribe to that concept, the reality doesn’t support your theory. According to an August 2011 Nielsen study, demographics break down evenly.

  • Smartphone Owners as of Q2 2011:
    • Ages 35-44          19%
    • Ages 45-54          20%
    • Ages 55+              18%
    • 50% are Women
  • Tablet Owners as of Q2 2011:
    • Ages 35-44          17%
    • Ages 45-54          18%
    • Ages 55+              19%
    • 43% are Women

As you begin thinking about your marketing plans for 2012, these numbers should represent a guide.  Yes, you still need to consider traditional marketing to stimulate the customer – TV is a good bet (as an aside).  But beyond that, are you supporting your digital and social efforts with allocated and dedicated resources.

  • Is your entire website visible on mobile devices?
  • Do you have a mobile version of your site?
  • Do you have a presence on a smartphone/mobile device app?
  • Have you allocated resources to maintain your social sites?

The 4th quarter is when most of us pull together our budget and marketing plans for the following year – your leads in 2012 will be coming from a new reality (in addition to a new economy) – be prepared!


How to Stimulate Your Customer

August 27, 2011

The last posting on the Kitchen Marketing blog talked about the Zero Moment of Truth (ZMOT) – that moment in the shopping/buying cycle when your customer finds you on their mobile device or computer and determines that you are going to get their business.

The shopping/buying cycle, and therefore the marketing cycle now has four components –

  1. Stimulus
  2. Research (Zero Moment of Truth)
  3. Shelf (First Moment of Truth)
  4. Experience (Second Moment of Truth)

The Zero Moment of Truth has become an all-important factor in the shopping cycle; without your ability to be found at the ZMOT, there is no Shelf, no sale and therefore no Experience.  But what drives your customer to the ZMOT? What is the best Stimulus? Where can the kitchen and bath professional invest their marketing dollars and expect the greatest return from their Integrated Marketing Plan? According the studies done by Google™, these are the stimuli to which consumers respond:

  • 37% Saw advertisements on television
  • 31% Received mail at home from a brand/manufacturer (e.g., catalogue, brochure)
  • 29% Saw an ad in a newspaper/newspaper insert
  • 28% Read newspaper articles/reviews/information
  • 27% Read magazine articles/reviews/information
  • 24% Looked at/read magazine advertisements
  • 23% Read information in an email received from a brand/manufacturer
  • 22% Noticed advertising while browsing online
  • 22% Received mail at home from a store/retailer (e.g., catalogue, brochure)
  • 21% Watched a TV show that featured the product
  • 16% Saw an ad on an outdoor billboard

These figures underscore the importance of developing an Integrated Marketing Plan for your kitchen and bath showroom.  With consumers still requiring a stimulus to get them in the shopping mode, you cannot expect your website, Facebook page, Twitter account or other online venture to stimulate business by itself!  Your online and mobile presence is your representation at the Zero Moment of Truth – not your way to stimulate consumers into the buying mode.

In fact, one additional figure from the book ZMOT: Winning the Zero Moment of Truth that I found quite telling is that “83% of moms say they do online research after seeing TV commercials for products that interest them”.  As you plan your marketing and advertising, consider that TV commercials stimulate 37% of the general audience, but 83% of moms – that female demographic for which we are searching.

If you need help developing your marketing stimulus, contact Z promotion & designinfo@kitchenmarketing.com

Or to secure your place at the Zero Moment of Truth immediately, subscribe to The Kitchen & Bath Channel


ZMOT? OMG!

August 20, 2011

Last week a friend of mine directed me to a new book that has dramatically focused the way I look at marketing.  When I first began reading ZMOT: Winning the Zero Moment of Truth I took it with a grain of salt (to say the least); as it is written by Jim Lecinski, Google’s Managing Director, US Sales & Service and I envisioned a commercial in book form.  But reading quickly dismissed that notion.  Google is in the business of collecting data and using it to help businesses (including their own) sell product in a more efficient way.  ZMOT is simply naming the way we shop today (and should market), whether it is Business to Business or Business to Consumer; whether it is widgets or kitchens the process has evolved with the technology around us.  And individual kitchen and bath professionals better adapt.

For years I have been discussing the concept of integrated marketing for your kitchen and bath business.  In this blog I have talked about how there is no magic bullet that will singularly drive traffic to your showroom – not TV commercials, not your website, not magazines, not social media sites, not seminars, not anything by itself,  but rather a combination, an integrated approach that will move a consumer to close.   Let me explain.

The way it was:

We marketed based on three critical moments in the shopping/buying experience

  1. Stimulus:  the consumer is spurred to a product or service by an outside stimulus such as a TV commercial, print ad, seeing his/her neighbor’s new kitchen – something that stimulates the consumer to consider a purchase.
  2. Shelf (AKA – First Moment of Truth (FMOT)): the consumer goes to the store, sees a great display, speaks with the right sales person, something in the buying experience (at the shelf – the point of decision; the moment of truth) draws the consumer to purchase.
  3. Experience (AKA – Second Moment of Truth (SMOT)): the consumer has a great experience with his/her purchase and is a customer for life.  Contrary, a bad experience sends him/her down a different path the next time.

The way it is:

We have added a fourth critical moment in the shopping/buying experience.

  1. It begins as the three step did, with a stimulus.  But between the stimulus and the FMOT – enter:
  2. ZERO MOMENT OF TRUTH (ZMOT): Before today’s consumer looks to the shelf, they look to the internet for websites, for blogs, for reviews, for examples, for any information that will help them in their decision making process.
  3. THEN they move onto the First Moment of Truth,
  4. followed by the Second Moment of Truth.

84% of Americans Engage in ZMOT Activities Prior to Purchase

The book proves the following stats (among others):

Question: When you were considering purchasing [product] what sources of information did you seek out to help with your decision?  (red is ZMOT; green is FMOT)

  • 50% – Searched online, used search engine (net)
  • 49% – Talked with friends/family about the product
  • 41% – Looked at the product package in the store
  • 38% – Comparison shopped products online
  • 37% – Read brochure/pamphlet about the product in the store
  • 36% – Sought information from a product brand/manufacturer website
  • 33% – Talked with a salesperson or associate in the store
  • 31% – Read product reviews or endorsements online
  • 30% – Looked at signage/display about the product in the store
  • 22% – Sought information from a retailer/store website
  • 22% – Read comments following an article/opinion piece online
  • 20% – Talked with a customer service representative on the phone
  • 19% – Tried a sample/experienced the product in a store
  • 18% – Became a friend/follower/”liked” a brand

The consumer is not only heading to the computer in the den, but to the computer in their pockets, as well.

As the author states “Mobile is an Accelerant – Don’t let anyone tell you mobile is the future.  It’s already here. Lorraine Twohill (Google’s Global CMO) gave me a great statistic on this: Two-thirds of us sleep with our mobile phones right beside us.  So that’s around 3.3 billion people who have cellphones with them day and night.”

“The way we use those mobile phones will keep changing. With GPS technology, location-based services for local businesses will be off the charts. And who knows what the next killer app will be?”

For the Kitchen and Bath industry, the killer app is The Kitchen & Bath Channel.  It was created by kitchen and bath professionals for kitchen and bath professional explicitly to give our subscribers the ZMOT edge!  Our vision is that The Kitchen & Bath Channel will become the one stop (online and mobile) for the consumer in every ZMOT (red) statistic above.

I invite you to join us today to take advantage of this marketing revolution BEFORE your competitor does… imagine stealing a customer away from your competitor with the touch of a finger for $300 or less a year!go ahead and click to learn more…


The Changing Face of Marketing Your Kitchen & Bath Business

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!


Marketing Kitchens in THIS Economy?! You’re Kidding, Right?

August 6, 2011

Whew!  What a scary week on Wall Street, in Washington and for the economy in general.  Makes us all want to crawl into a cave (or our new kitchens) and hide until it’s over.

BUT WE CAN’T!  We have businesses to run.  Kitchens to sell and money to be made.  If you haven’t read the article from the New York Times (via msnbc.com) entitled “The Rich are (almost) Spending like it’s 2006” – click the title to read it.

The excerpt I found intriguing:

  • “The luxury category has posted 10 consecutive months of sales increases compared with the year earlier, even as overall consumer spending on categories like furniture and electronics has been tepid, according to the research service MasterCard Advisors SpendingPulse. In July, the luxury segment had an 11.6 percent increase, the biggest monthly gain in more than a year.”

My point… [some] people are still spending money in this economy.

  • Where are they spending it?  With the companies whose names are in the forefront of their minds.
  • How do you put yourself in the forefront of their minds?  Through Marketing and Advertising Channels!

If you have heard of these brands – Kellogg’s, Chevrolet and Lucky Strike Cigarettes you can thank the Great Depression of the 1930’s.  Post Cereals, Ford Motor Company and Camel Cigarettes, all industry leaders in 1929, shut down their marketing and advertising “to save money”.  They opened the floodgates for their lesser known competitors.  The competition filled the advertising and marketing void becoming the new industry leaders.  You can do the same… who in your market seems to be MIA in the public’s psyche?  Is there room for you to take over?  Do you need help exploring the possibilities?

I began Z promotion & design in 1996, and we have been working with the Kitchen & Bath industry exclusively since 2001.  Our expertise is in how to get your name in front of those consumers still spending.  Unlike other agencies, we understand the industry, how the consumer shops, how you [the professional] sell, what works and what doesn’t.  In addition, we understand how to leverage the latest technology for marketing.  We can help you create an integrated marketing program to help you weather the current economic climate and become the next Kellogg’s, Chevrolet or Lucky Strike of kitchen & bath professionals in your market.

For additional information contact me – visit www.KitchenMarketing.com or to sign up for the latest marketing innovation – The Kitchen & Bath Channel, visit www.KitchenBathChannel.com.


Getting Your Share of $150 Million!

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


“Help Me Market My Kitchen & Bath Business”

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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