Home & Building Blog
EFFECTIVE MARKETING FOR BUILDER PRODUCTS
As specialists in marketing for construction and construction business marketing, we at K&A have been dedicated to helping our clients in the residential and commercial building product industry grow their brands for over 35 years. We are passionate about what we do and are always motivated to start each day with a strong cup of coffee and the goal of making a positive impact for our clients. With a focus on building products and a deep understanding of the construction industry, we have become experts in the field and are proud to offer our specialized services to our clients.
Building Trust with Bloggers
Influencer marketing has been taking some hits in recent months, but there is a trusted, safe way for building products brands to get involved.
PCBC 2019 – Building Product Brands Go Full Steam Ahead
Image courtesy of PCBC The world’s leading building product manufacturers congregated in San Francisco in late May to showcase their latest products along with the trends that are driving the homebuilding industry into 2020 and beyond. The Kleber & Associates team...
Your Brand is not Your Logo. (Re)branding efforts should focus on substance, not style
Our old friends Sears are in the news again. Having, against all odds, staved off bankruptcy, the venerable challenger home improvement retailer is trying to build a new brand image and distance itself from its troubled past. And what do you do when you want to...
Realtor.com Misses An Opportunity, And We Miss Elizabeth Banks
What was wrong with Elizabeth Banks? It’s a question we find ourselves asking Realtor.com (not that they’d answer) after seeing their new “Unreal” series of ads. If you don’t remember, Realtor.com retained the services of actress Elizabeth Banks to appear in their...
Making Sustainability Work And Building Advocacy From A Future Target Audience
A few years ago, Adidas made headlines by introducing a running shoe made from plastic removed from the ocean. Could this be a model for building products manufacturers? The Adidas Parley shoes (which has expanded to include apparel) was among the most...
Is email marketing finally dead? Or more vital than ever? Or both?
If there’s one technology that’s stood the test of time as a marketing technique, it’s email. News of its death has, on multiple occasions, been greatly exaggerated. But is the end of marketing emails and e-newsletters in sight? What should building products brands...
How To Avoid Buyer’s Remorse in Building Products
The home and building world was rocked recently by a new report that millennials who have purchased homes, to a very large degree, regret that decision. How did this happen? And what can you do about it? For years, the industry has struggled with mixed signals from...
4 Ways Customer Stories Can Improve Your Marketing, And One Place To Find Them
Every customer has a story – perhaps multiple stories. Those narratives are like gold to marketers, to help them better understand the customer journey and optimize their marketing strategies. But if customer stories are the gold, what is the goldmine?
At Trade Shows Like IBS/KBIS, Products Aren’t What’s Important
The biggest trade shows on the home & building calendar just ended. What products are everyone buzzing about? Who cares? Products aren’t the point of trade shows. Not anymore. Instead, marketers should focus on what’s really important.
3 Outcomes For Building Product Ride-Alongs
It’s no secret that for many building product brands, there is a big gap between the sales and marketing departments. This gap prevents marketers from truly understanding the needs of their target audiences, and producing relevant marketing materials that help arm...
One Home Security Brand Scores During the Super Bowl, and One Doesn’t
Well, another Super Bowl is behind us, and with it are all of the over-thought, dubiously strategic, creative-for-creativity’s-sake commercials. As with every year, the time between the on-field action (such as it was) was filled with gems and duds in almost equal...
AHR Show Report: Cool Picks & Hot Products
The world’s top Heating Venting and Air Conditioning manufacturers descended on Atlanta in January for AHR 2019. The Expo attracted HVACR professionals from around the globe and provided a forum for manufacturers to showcase products and services… drawing more...
