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


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.


Whatcha Wanna do? Idaknow… You?

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


Back Up

November 20, 2010

What a week it has been!  After two days out of the office at very fulfilling client meetings, I returned to find my hard drive dying a slow, painful death.  Well, that put a crimp in a week that was once filled with promise.  Two days with tech support (very helpful Dell Techs out of Nashville!)… two days reloading software and hopefully not too many additional hours getting my system back to where it was – you know, all those preferences you create over time, get used to and can’t live wihtout. 

Think about it, can you afford to take three or four days off unexpectedly?  Regardless of your profession – in the kitchen and bath industry or not, here are some ideas to help keep your sanity when (not IF, but WHEN) your computer crashes.

Keep [multiple] active, up-to-date back ups.  Whether it is to on-site hard drives, or through an online service, it is a necessity.  Client files, databases, and other files are obvious… but also consider

  • Your “document and settings” folders (Windows).  Copy your profile, as well as the others available to you – a number of preferences are stored here.
  • If you use Outlook… a current pst file.
  • Keep your music, video, photos on your hard drive?  500GB portable drive should be must for these files.
  • Maintain a list of applications that you use infrequently, but you’d miss if they were missing? 
  • Keep a list of usernames and passwords that your browsers remember for you?
  • Software programs typically require registration information – be sure you have that information handy.

Knowing where to find your back up information, will make your computer disaster a bit more palatable.   And one more thought to consider… keep an older computer (perhaps a laptop) in good working order, so while you are recreating your primary computer, you are not 100% “out of pocket” – only about 80%!

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The Kitchen & Bath Channel on YouTube is beginning to catch on… hits and views are growing.  Kitchen and Bath Professionals with videos on the site are also getting referal hits to theirwebsites.  If you want to join us, email me.


Kitchen & Bath App

November 13, 2010
The Kitchen & Bath Channel Smart Phone App

The Kitchen & Bath Channel Smart Phone App

The Kitchen & Bath Channel Smart Phone Apps are almost ready for distribution to the public.  To get ready for the launch, we are having a Pre-Launch Sale for Gold and Platinum subscriptions.

What is the Kitchen & Bath Channel Smart Phone App?

It is a free app (for iPhone, Android and Blackberry) to the consumer that contains a database of you, and over 13,000 of your competitors.  Everyone can get a free listing consisting of your name, your business name, address and phone number.  Gold and Platinum Subscribers received higher listings, hyperlinks to Google Maps, as well as web and email links and the ability to present photo and videos of your work directly to the smart phone.  Click for more information about the Kitchen & Bath Channel Mobile App.

How does it work?

Consider the following scenario… a couple just walked out of a competitor’s showroom.  They were all set to buy, but got cold feet – perhaps they didn’t “click” with the designer; maybe the cost was beyond their budget, it could be a myriad of reasons… but what do they do next?  They are ready to buy and not sure where to turn.  With the Kitchen & Bath Channel Smart Phone App, they launch the app, the phone’s GPS locates them and lists ALL area kitchen and bath professionals.  If you’re a Platinum subscriber, you’re at the top, followed by Gold subscribers, and then the free listings.  The consumer can even sort by room, product, even accreditation…  Click for more information about how the Kitchen & Bath Channel works.

Check out the Kitchen & Bath Channel website to learn more.  Subscribe today – before the apps are launched in mid-December, you can save 25% on any annual subscription.

Questions… email me


Online on Your TV

October 16, 2010

When I first heard about Goggle TV, I was “psyched” – maybe it’s the dozen or so years I spent in broadcast TV, maybe because I am the consummate sitcom watcher, or maybe it’s the marketer in me.  Regardless, I have been saying that Google TV has the potential to change the way we market ourselves, because it has the potential to change the way we watch TV.  > See my May 22, 2010 entry.

With remotes or keyboards in hand, consumers will search for “Kitchen Design”, “Kitchen Remodel “or “Kitchen Design Ideas” and those in the industry taking advantage of online video can be discovered, viewed and reviewed from the comfort of their customers’ living rooms!  You no longer need to hope and pray for a shot on HGTV – today, you only need to create your own program!

In preparation for the rollout of Google TV, I established The Kitchen & Bath Channel on YouTube.  We currently have 19 videos, and would love to add more.  The more we can include, the more popular a destination this will be.  Our viewership grows by about 200 people a week… are you missing out on potential customers.

If you need additional information or a video created email me.

Some articles of interest about Google TV and related concepts:


Appropriate Blog Postings

October 9, 2010

It always seems that I find a blog topic at the 11th hour– this week I want to talk about blog postings themselves. Yesterday a wonderful client asked me to review a blog posting they had prepared. It was a five paragraph sales piece touting the benefits of two cabinet manufacturers’ rebate and sales incentives, and very little about the benefits of the client themselves. That got me thinking… is there a simple “rule of thumb” for what to post. Yes. Read on.

Blogs – this is an opportunity to talk about yourself, your company, the art of kitchen and bath design, the intricacies of the process, etc. Make it educational, informative and yes, self-serving.

Read the postings on this blog (www.TheKitchenBlog.com). I try to provide information regarding all aspects of marketing your kitchen and bath showroom, while attempting to show that you would clearly benefit from the services provided by Z promotion & design. I also toss in links to my various websites (such as www.KitchenMarketing.com) to help with SEO and overtly invite you to visit to get a better look at who we are and what we do.

As a kitchen and bath professional, you are the expert – flaunt that on your blog.  Post your sales incentives and specials to your website, your Facebook page and Twitter.

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YouTube’s Kitchen & Bath Channel is growing everyday! Visit. Subscribe. Email me to participate.


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