The power struggle between architects and contractors is almost as old as construction itself. Today, the balance of power seems to be shifting toward contractors, as building owners and developers increasingly look to them to provide end-to-end services, including some design.
It’s much more complicated than that, and the legal and contractual ramifications of this dynamic are too numerous to count.
But it also presents a dilemma for building products manufacturers: Which audience is a better choice to target?read more
The K&A team headed to sunny Orlando, Florida to trend-spot at the Kitchen & Bath Industry Show and the International Builders’ Show. During the three-day event, manufacturers debuted their latest and greatest products to audiences from around the globe. The K&A team hunted down the finest exhibitors at Design & Construction Week, and observed the prominence of two major trends this year.read more
It’s that time of year, again. The time when we reflect on the year that has passed, and more importantly, look ahead to next year and what we want to accomplish. Some might call it making New Year’s Resolutions. We’re not big fans of this practice; all it really...read more
If there’s one thing we love, it’s a good story based on human emotions. In the sentence above, the word “we” doesn’t just refer to us at Kleber & Associates. It refers to all of us as human beings. Real, emotional stories are what tie us together, help us...read more
What is the one word you’ve probably heard and read more than any other during the last 18 months? It’s contained in every third headline for articles on LinkedIn or in top publications like Fast Company and Fortune. It’s a word that represents a group that marketers...read more
We’ve said it before and we’ll say it again. Having a deep understanding of the consumer mindset is a surefire way to create winning advertising. And when you do that, you form a connection with the consumer, and they know that you understand them. The latest example...read more
With a few simple tweaks to your current marketing strategy, your business can have a coming out party and claim these high-dollar holidays as your own. Black Friday and Cyber Monday are two of the biggest holiday shopping events of the year — a brilliant marketing...read more
Adapting to Changing Times: Lennar & Apartments.com Take Different Approaches to Trends in Marketing Homes
Not that long ago, the normal process was you’d graduate from college, live in an apartment for a few years, fall in love, get married, buy a home, start a family, buy a bigger home. The kids grow up and move out, you downsize, and the process starts over with your...read more
How to Combine Google Analytics with Social Media Activities to Build your Brand and Sell More Products
Despite its apparent complexity, using Google Analytics to discover more about your building materials business’ social media reach is fairly easy — and, it can reveal a lot about the success of your strategy Google analytics is the flagship data collection and review...read more
The plumbing category is a bit of a conundrum. On one hand, brands in this space are fairly reliant on contractors and designers to influence consumers because, let’s be honest, homeowners don’t buy toilets or faucets very often. On the other hand, the plumbing...read more
The housing crisis is an issue that needs to be faced and tackled by the next administration. Both presidential candidates have contrasting stances on the issue along with different backgrounds. Trump, a real estate mogul, should be better for housing, but his history...read more
Knowing what consumers are thinking is the Holy Grail of advertising.
Whether it’s through research, experience, insights from the client, or just plain luck, when advertisers can get inside the head of their target consumers, they open up endless creative possibilities.
The trick, of course, is what to do with that knowledge. How to execute a creative approach that accurately captures that consumer mindset. In other words, create ads that make consumers think to themselves, “They get me.”