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