Kitchen & Bath Design News

JUN 2015

Kitchen & Bath Design News is the industry's leading business, design and product resource for the kitchen and bath trade.

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32 | Kitchen & Bath Design News | June 2015 Trend Spotting German sink and faucet manufac- turer BLANCO was another company that quickly recognized the potential of these new media. "BLANCO was one of the frst of our clients to re- ally embrace and achieve success in social media," shares Lori Dolnick, v.p. at Frank Advertising, BLANCO U.S.'s NJ-based agency of record. They created the BLANCO Design Council, which now includes Anater, [me], Veronika Miller, the founder of BlogTour, and other well-read design bloggers. Explaining why, Dolnick says: "Identifying key in- fuencers is one of the social media basics – you want to follow them, talk to them, generate engagement that eventually leads to sales, advocacy, exposure, etc. It is connectivity that helps you have conversations with prospects, customers, employees and infuencers on a scale that was once unimaginable," she adds. Success in social media is no lon- ger free (or you get what you pay for). "This is a serious business op- portunity, not a summer intern's job," Dolnick notes. "Social is now a pay- to-play business model. It's still very efcient – but it's not free to get your post out there to the world." To get your best results, she advises, be sure to integrate your social and traditional marketing eforts. "Keep it fresh and exciting with innovative ways to tell your brand's story," adds PA-based BlogTour found- er Veronika Miller. Her program takes design bloggers to diferent design events around the world, including the Kitchen & Bath Industry Show, and helps create awareness and en- thusiasm for its corporate sponsors that exhibit there. "We were looking for ways to at- tract more designers to the show, and BlogTour seemed like a natural ft," shares Bill Darcy, executive director of the National Kitchen & Bath Asso- ciation, KBIS' owner, about the 2013 roots of the now-ongoing relationship. Attracting designers back to the show was key to attracting and satisfying exhibitors. Having a group of infuential design- ers all hashtagging the same brands on Facebook, Twitter, Instagram, their own blogs and other social media plat- forms creates a burst of excitement and Circle No. 20 on Product Card BlogTour participants visit European and U.S. design expos. Brizo created one of the industry's frst blogger events tied to its Jason Wu and Fashion Week relationships. Photo: Brizo® Photo: Courtney Price

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