Kitchen & Bath Design News

MAY 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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manufacturers, trade associations and publications. While more than 25% say they visit industry websites several times a week, 36% say they visit websites either daily or several times a day (see Graph 4). Industry websites are most commonly visited to look up product specs (79%), research products (78%), read product in- formation or reviews (67%) and read news articles (59%). Other visits involve watching videos, purchasing products, signing up for webinars and reading blogs, survey respondents say. At the same time, design professionals vary widely when it comes to how frequently they update their company's own website. Some 22% say they update their websites monthly. Another 22% report they update quarterly. By comparison, about 15% say they update annually, 10% update twice a year, 7% update every two years and 7.4% say they update less frequently than every two years. Nearly 5% of those surveyed say they have never updated their website, and 12.3% say they don't have a website at all (see Graph 5). ADDITIONAL FINDINGS Other key findings of the RICKI/KBDN survey were as follows: • Digital marketing is clearly becoming a common tool for kitchen and bath design professionals. For example, 13.2% of surveyed dealers and designers report that all of their marketing efforts are currently being conduct- ed digitally. In sharp contrast, only 24% say they do no digital marketing at all. A more common practice is for design firms to integrate digital-focused marketing techniques – such as social media, email campaigns and paid search online – with traditional marketing techniques like print advertising, direct mail, radio and live events. But design pros also note that their efforts to conduct marketing campaigns digitally are often hamstrung by a lack of technical expertise, as well as time constraints, costs and a lack of clarity regarding the benefits. • When it comes to digitally marketing their business and their professional services and capabilities, dealers and de- signers says they most frequently use their company web- site (73%), social media posts (50%), Houzz and Facebook ads (30% each) and email blasts or newsletters (20%). • The vast majority (87%) of surveyed design profession- als say they utilize a wide range of social media for their businesses. Among the most popular resources are Facebook (used by 66% of surveyed pros), Houzz (65%), LinkedIn (38%), Pinterest (24%) and Instagram 23%). • More than 75% of surveyed design pros report that they post photos on social media, while 72% said they promote their businesses through social media. Other uses include looking at photos and/or videos (72%), reading what other people write (59%), post- ing their own comments (46%) and networking with other professionals (40%). Postings are most com- monly made either weekly or several times a week. • Design professionals (32%) generally use between three to four mobile apps. Slightly fewer (27%) use one to two apps. Only 15% use five or more. • Dealers and designers also admit that a variety of the technological tools they utilize need improvement or additional options to make them more effective for business. Most frequently cited were company websites (31%), design software (24%) and social media (21%). ▪ Source: Research Institute for Cooking & Kitchen Intelligence (RICKI) 3 MOST FREQUENT USE FOR TECHNOLOGY TOOLS 71.1% 62.0% 55.6% 50.0% 45.4% Project Drawings or Designs Product Ordering Sales or Marketing Client Presentations Internal Business Functions Source: Research Institute for Cooking & Kitchen Intelligence (RICKI) Source: Research Institute for Cooking & Kitchen Intelligence (RICKI) 4 FREQUENCY AT WHICH INDUSTRY-RELATED WEBSITES ARE VISITED 5 FREQUENCY AT WHICH COMPANY WEBSITES ARE UPDATED 16.2% 22.2% 22.2% 19.7% 25.4% 9.5% 15.1% 14.8% 14.4% 7.0% 4.2% 7.4% 3.9% 4.6% 1.1% 12.3% Several Times a Day Monthly Daily Quarterly Several Times a Week Twice a Year Weekly Annually Several Times a Month Every Two Years Less than Monthly Have Never Updated Website Monthly More than Every Two Years Never Don't Have a Website 50 Kitchen & Bath Design News • May 2018 SURVEY

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