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

Advertisements

Lights… Camera… Action!

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!

  1. 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.
  2. 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.
  3. 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.
  4. 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).
  5. 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.


Kitchen & Bath Industry Facebook: A Primer

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.

  1. 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.
  2. 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.”
  3. 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.
  4. 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.
  5. 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…

  1. Talk about your manufacturers’ new products and link to them
  2. Link to pertinent YouTube videos – even other kitchen and bath professionals (in other markets)
  3. Showcase your just finished projects
  4. Show photos of work in progress
  5. Create invitations to showroom events
  6. 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/


Ready for 2011?

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:


Looking Good!

October 3, 2010

I just returned from the SEN Design Group’s Fall Conference in Minneapolis.  There is an upbeat feeling among most of the design professionals I spoke with… and everyone is talking about marketing.  But it seems very few are doing anything about it!

Let me stress that marketing your kitchen and bath showroom requires action on your part.  Whether you work with a local marketing firm, or chose to contact Z promotion & design for our industry expertise – get your marketing plan in order!  Your peers who have been marketing and advertising throughout the “great recession” are doing OK.

+++++++

The YouTube Kitchen & Bath Channel is gaining traction… visits are increasing by 5% or more daily! Have you been yet?  Have you subscribed?  If you want to learn more about it or become a part of the channel… email me.


A Puzzling Economy

September 25, 2010

The full article should be included in the next (Fall 2010) issue of NKBA Magazine, but enjoy this preview.

We are living in an economic Rubik’s cube, with each color representing a single economic indicator.  Until all six sides are perfectly aligned, the kitchen and bath industry is in for a bumpy ride.  With each monthly economic report, you can almost feel that one side of the cube has been aligned, only to find an adjacent side a mess.  And each negative report sends us back to try to figure out the cube.  You can literally see the reflection in showroom traffic, website hits and phone calls.

Now, let’s look at the Rubik’s Cube again – this time with an eye toward marketing …it’s a much easier puzzle than the economic version.

The completed cube is your fully Integrated Marketing Program, one that includes traditional, as well as new media and technology.  No one completed side solves the puzzle on its own; it takes all six to effectively market your kitchen and bath business.  Our marketing cube consists of six tactical sides, with each side consisting of potentially unlimited numbers of individual tools to employ at your discretion.

  1. Advertising
  2. Outreach (networking, events)
  3. Relationship Development (direct mail, referrals, newsletters)
  4. Public Relations
  5. Social Media
  6. Online / Mobile

Remember that your overall marketing campaign must have a consistent look and message regardless of your media or delivery system.

Successful marketing means you are delivering the right message, to the right person, at the right time, in the right way, employing the right media.


Join Us on Google TV

July 24, 2010

I am very excited about the launch of The Kitchen and Bath Channel, as I believe it is the first step in redefining marketing for the Kitchen and Bath Professional – that includes manufacturers, showroom owners and individual designers.

I contend that the introduction of Google TV will change the way we market, regardless of our product.  With your remote or keyboard in hand, you can sit in front of your TV and search for programming – cable, broadcast and now the Internet!  Since YouTube is owned by Google, I would venture a guess that YouTube will figure prominently in your search results.   Consider the HGTV viewer searching for “kitchen design” – all the broadcast and cable shows appear, along with a myriad of internet videos – prominent among them; The Kitchen and Bath Channel.

The Kitchen and Bath Channel is a destination for consumers looking for great design, excellent designers and innovative products.   Established as a free marketing tool to the industry, the greater the participation, the more indispensable it will become to the consumer.

I invite you to visit, submit your current videos (email me), or Z promotion & design is prepared to produce a: 60 high definition video (at a great price) for inclusion – example: Stonehenge Concrete Countertops – again email me to discuss.


%d bloggers like this: