Kitchen & Bath Design News

JUL 2018

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

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• Step 8: Get social with social media. It is paramount that you remain active and engaged on whatever social site you are live on. Start with Facebook and/or Instagram to reach a large percentage of the online community that includes people ages 35 to 65. Pay attention to what works and what does not and adjust your efforts accordingly. If you are not successful despite all your attempts, hire a professional to do it for you. • Step 9: Advertise. A minimum of 2% to 5% of sales should be devoted to marketing and advertising your new business. More established companies generally up their spending to 10% to 20% of gross sales. The percentage tends to lean higher for consumer marketing versus business to business. Marketing and branding exposure can be regarded as "more is more" – the more you spend the more exposure you get. A trustworthy agency can ensure you get the most "value" for the spend by targeting your clients and fine tuning your spend to the most effective campaign. Whether you wish to increase sales or increase brand exposure, a balanced mix of online digital ads and print magazine ads is the perfect place to start. • Step 10: Use email and direct mail. These are mainstays of marketing. Loyal fans of your craft love to receive updates, and email is a wonderful vehicle for staying in touch with customers, inviting them to events and promoting your latest news to reinforce your brand. Emailing customers monthly updates is sufficient; I recommend no more than once per week to avoid people opting out of your emails due to information overload. Direct mail targeting zip codes, cities or counties is relatively inex- pensive. Mail special offers or new item releases on postcards to win new clients over. By utilizing the toolkit out- line above, you can begin with a basic marketing package. If you get stuck or overwhelmed, reach out to a trusted professional to carry some of the workload. After all, it is summer, isn't it? ▪ Denise Grothouse has an extensive background in international business, branding and marketing. She specializes in digital and social platforms and inte- grating them with traditional marketing and branding strategies. No stranger to the kitchen and bath industry, she is best known for her work as chief brand officer of Grothouse, Inc., and president of the marketing company Perfect Six. Read past columns and features and send us your comments about this article and others at 22 Kitchen & Bath Design News • July 2018 DIGITAL MEDIA STRATEGIES Made in Italy ~ 866-844-6566 ~ Ranges ~ Ovens ~ Hoods ~ Cooktops Introducing the ILVE Pro — not only is it the perfect fit for the perfect kitchen, it conveniently happens to fit your budget… perfectly. And while imitation may be the greatest form of flattery, we believe you deserve the original. Handmade in Italy and available in 36", 40" and 48", it's all about performance, quality and craftsmanship. After all, the only thing you'll be sacrificing — is nothing. Designer features without the designer price. Circle No. 12 on Product Card

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