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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.
Corporate Social Responsibility For Building Products
Earlier this year, the Home1 campaign launched with the mission of raising awareness of the looming housing crisis in America. The campaign is another example of an organization working to effect positive social change... and an opportunity for building products...
Kleber & Associates Snags W3 Award for Web Design
Atlanta — Oct. 3, 2018 — Kleber & Associates (K&A), a full-service marketing and public relations agency focused exclusively on building products, was honored with a W³ Award for website architecture and design for its client, Panolam® Surface Systems. The...
Is Asbestos Making A Comeback?
Apparently the Environmental Protection Agency is seeking to loosen the rules on asbestos in products, a curious idea, to put it mildly. But despite all the hand-wringing, we don’t see this as a problem. No, we’re not saying that building products laced with a...
Moen Tells, But Doesn’t Show
If there’s one thing we find especially irksome, it’s when companies issue press releases announcing the unveiling of “a new branding campaign.” Outside the marketing and advertising industry, nobody cares about these announcements. Yet that’s what Moen did recently....
The New Intuition in Building Products Marketing
In this age of digital marketing, automation and algorithms, there’s an element of marketing that seems to be missing. For building product brands that re-embrace it, a new opportunity to stand-out awaits.
International Woodworking Fair 2018 Hidden Amenities, Ergonomic Design & Technology
The K&A team recently had the pleasure of participating at the 2018 International Woodworking Fair (IWF). We always look forward to the important trends introduced at this show, which is held in Atlanta every two years. While IWF showcases a broad range of products related to the furniture and cabinetry channels, we were particularly interested to see how the newest introductions for consumer lifestyles stacked up in terms of form + function.
How Building Products Marketers Create Content that Really Works
Does content marketing truly develop the opportunities it promises? How can building products marketers create content that really works, that helps support the sales effort?
It can be done, but requires that you do one thing in particular.
Kleber & Associates Named Agency of Record by Boise Cascade®
ATLANTA (August 2018) - Kleber & Associates (K&A), a full-service marketing and public relations agency, has been selected as the public relations agency of record by the Wood Products Division of Boise Cascade Company (NYSE: BCC). Boise Cascade is one of the...
What’s at the center of your customers’ lives? Spoiler alert: it’s not you or your products
Here’s a newsflash: building products are not at the center of consumers’ lives. People don’t think about appliances, windows, and flooring all the time. Even when they’re actively shopping for these items, audiences don’t think their quality of life will be...
Measuring Customer Intent in Your Building Products
Too many marketers, when measuring the effectiveness of their emails, look only at open rates and click rates. While those metrics are important, it’s really only half the story.
PCBC 2018 Show Review – Smarter and more Thoughtful Design
Because the International Builders’ Show (IBS) took place in Florida this year (it moves back west to Vegas next year), it was that much more important that the K&A team journey cross-country to California to participate at the Pacific Coast Builders’ Show (PCBC). After all, many of the innovations we experience in the building industry have their genesis on the West Coast — and then are adopted by the rest of the country. PCBC gives us a more complete picture of what’s up and coming in building products – coast to coast. And, from what we saw, there’s a lot to talk about.
To Avoid Commoditization, Look to the Lobsters and Turkeys
In the building products industry, as in just about all industries, “commoditization” is a nasty word and a fate to be avoided at all costs. When it happens, that means you’re competing solely on price... and customers, whether they’re consumers and/or the trades, see...
