Contractors vs. Architects: The Building Product Marketer’s Dilemma

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?

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Trend Watch 2017: Homes of the Future, Kitchen Furniture Redefined and the Skilled Labor Shortage

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.

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In the New Year, Cut Out the 20% and Innovate

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...

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The Kleber Ad of the Year IKEA Gets Real, Emotional

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...

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Nest Gets Men

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...

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Plumbing Giants Vie for Consumer Attention

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...

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Getting Inside Your Customers’ Heads

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.”

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