Kitchen & Bath Design News

JAN 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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CROSS-PROMOTION IS A FORM of marketing promotion where customers of one product or service are targeted with pro- motion of a related product or service. A typical example is cross-media marketing of a brand – for example, Oprah Winfrey's promotion on her television show of her books, magazine and website. Cross-promotion may involve two or more companies working together in promoting a service or product, in a way that benefits both. This type of marketing is not new; it has been done for years by Disney, Burger King and even Pokémon partnering up with Doritos. For manufacturers and designers in the kitchen and bath industry, the nature of our products and services is rife for cross-promo- tion – and the opportunities are almost end- less. This article will provide a virtual bible for this cross-promotion in the kitchen and bath industry as we go forward into 2018, combin- ing curated concepts married with 2018 digital marketing trends for optimum results. MARKETING TRENDS Let's first look at a few of the relevant marketing trends on the horizon. • Brands will start to develop voice-optimized content — In 2016-2017, 20% of online searches were conducted through voice search. By 2020, that number is expected to increase to 50%. Just as marketers have optimized content for web 2.0 and mobile, they will start optimizing content for voice search as well. "Find a kitchen designer near me" would be an example of a voice search on mobile that targets a nearby location. • Video marketing is on the rise — YouTube has over one billion users, totaling almost one-third of all people on the internet. Furthermore, millennials refer to YouTube nearly two times more than traditional television, and Generation X and baby boomers are YouTube's fastest growing demographics, a whopping 40% and 80%, respectively. YouTube alone reaches 95% of online adults from ages 35 to 55. It makes more sense to put your efforts into YouTube video and advertising over traditional tele- vision advertising. Additionally, Facebook live streaming places higher in followers' feeds than any other post type. Video is a marketing strategy to add to your arsenal. • Twitter is struggling — Twitter has been unable to grow daily active users in 2017. Since consumers generally pick a social platform to live on, it appears Twitter is losing ground. The key takeaway is your precious social media resources should not be focused on this platform for growing your brand. • Instagram is growing — Kevin Systrom, the CEO of Instagram, has built a platform that consistently grows in users. Most recently he developed Instagram Stories, which quickly became more popular than Snapchat one year after going live. He is also building a kinder, gentler social media platform that offers hotline help when certain terms are searched. In addition, Systrom and his team at Instagram have quietly built a filter that would automat- ically delete specific words and emojis from users' feeds. Users could click a button to "hide inappropriate comments," which would block a list of words the company had selected, including racial slurs. It is the first social media platform to operate at this level. I expect contin- ued growth in users for this platform. SOCIAL MEDIA CROSS-PROMOTION Statistics have shown that 46% of consumers' decisions to patronize or purchase a product or service was influenced by a social media post. Utilizing cross-promotion is the ideal method to stand out and be seen. I've compiled a list of mainstay brands in the kitchen and bath indus- try, and their respective Likes on Facebook (see graph below). Let's say you're a kitchen designer and have just completed a breathtaking renovation of a kitchen. You have stunning photos to share on your website, social media and email blasts. This kitchen includes a Kohler faucet in the main sink and a Delta faucet on the island; the design was created using Chief Architect and has a Vent-A-Hood product, and is constructed with Fabuwood Cabinetry dressed up inside using Häfele solutions. By "tagging" the manufacturers in your Facebook post, you are creating the opportu- nity for your post to be seen by over 1,236,218 Facebook users. Tagging the manufacturers in the posts alerts them to view your post and, if they are willing, to share it on their own page. This Set Your Cross-Promotion in Motion DENISE GROTHOUSE MAINSTAY BRANDS FACEBOOK LIKES Manufacturer Facebook Page Likes Chief Architect https://www.facebook.com/ChiefArchitect/ 47,129 Delta Faucet https://www.facebook.com/deltafaucet/ 492,754 Fabuwood https://www.facebook.com/Fabuwood/ 15,000 Hafele https://www.facebook.com/hafeleamerica/ 4,771 Hestan https://www.facebook.com/HestanHome/ 6,937 Kohler https://www.facebook.com/Kohler/ 708,511 Moen https://www.facebook.com/moen/ 551,000 MSI Stone https://www.facebook.com/msistone/ 10,956 Rev-A-Shelf https://www.facebook.com/RevAShelf 13,701 Top Knobs https://www.facebook.com/TopKnobs/ 1,695 Toto https://www.facebook.com/TOTOAMERICAS 69,874 Vent-A-Hood https://www.facebook.com/VentAHood 12,003 Wellborn Cabinet, Inc. https://www.facebook.com/WellbornCabinetInc/ 7,950 MAINSTAY BRANDS INSTAGRAM FOLLOWERS Manufacturer Instagram Followers Wellborn Cabinet, Inc. https://www.instagram.com/wellborncabinet/ 2,402 Toto https://www.instagram.com/totousa/ 17,000 Top Knobs https://www.instagram.com/topknobs/ 2,581 Silestone https://www.instagram.com/silestonebycosentino/ 18,200 Rev-A-Shelf https://www.instagram.com/revashelf/ 1,818 Moen https://www.instagram.com/moeninc/ 7,947 Kohler https://www.instagram.com/kohlerco/ 88,700 Hestan https://www.instagram.com/hestanteam/ 17,000 Hafele https://www.instagram.com/hafeleamerica/ 2,000 Fabuwood https://www.instagram.com/fabuwood/ 14,800 Delta Faucet https://www.instagram.com/deltafaucet/ 20,800 Chief Architect https://www.instagram.com/chiefarchitectsoftware/ 2,119 34 Kitchen & Bath Design News • January 2018 DIGITAL MEDIA STRATEGIES Continued

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