Consumers Prefer Brick-and-Mortar Retail. What Should You Do About It?

Anyone familiar with the world of software and digital products knows that customer experience (or user experience, as it’s sometimes called) is paramount. So much so that it’s been called the new competitive advantage and the new marketing. That can be seen in the news about the preference for physical stores over online. The two leading reasons have to do with the customer experience — the experience of seeing and touching products, and the experience of getting it now. Big box stores (and mom & pops) deliver on this experience better than online. It’s important for building products marketers to recognize this consumer preference. It’s also important to acknowledge that building products brands share the customer experience with the retailer, and there needs to be a positive, seamless customer experience between the two.

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5 Ways To Use Content In Your PR For Building Products

You might have noticed that the public relations landscape is changing. Rapidly. Is your approach to PR changing with it? It used to be that the PR team worked separately, taking direction from the marketing department and developing the news angles for the product or...

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What Can We Learn From 84 Lumber’s Super Bowl Ad?

Every year, the marketing world goes bananas over the Super Bowl ads, and every year, the game is punctuated by a slew of over-the-top, creative-for-creativity’s-sake commercials with dubious marketing value. But there are always at least a couple that cut through the...

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Sharkbite Plumbing Solutions Selects Kleber & Associates as Marketing Agency of Record

SharkBite Plumbing Solutions, a premier manufacturer of plumbing and water control systems, has chosen Kleber & Associates as its marketing agency of record for 2017. Kleber & Associates, an independent marketing and communications agency based in Atlanta, will handle public relations and digital media targeting residential construction market specifiers, influencers and installers for SharkBite.

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Are Tiny Homes the Next Big Thing? Or a Small Blip on the Screen?

America is downsizing in a big way.

One of the most notable trends of the last year is the “tiny house” movement. Characterized by tiny (as in, just a few hundred square feet tiny) houses that are often mobile, it’s a trend favored by people who prioritize outdoor living and travel over “stuff.” They see these miniscule abodes as a way to break from the shackles of a huge mortgage and live happier, simpler lives.

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3 Brand Values Sears/Craftsman Taught Us

In a move designed to stave off insolvency, Sears recently sold the Craftsman brand to Stanley Black & Decker for $900 million. While we’re sure there was more to the sale than the Craftsman name and branding standards manual, it all appears so very counter-intuitive to us.

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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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