Kitchen and Bath Marketing 2012

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

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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


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


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.


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