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.
Home Depot/Lowe’s Q2 Results & Marketing Critique
Fears of a global recession have been brewing lately as the United States’ trade war with China continues to intensify. One area of the economy that shows strength, however, is home improvement. Despite a manufacturing slowdown and weak business investment in the general economy, both The Home Depot and Lowe’s Home Improvement – the undisputed leaders in big box home improvement retail – showed impressive Q2 earnings last week.
3 Rules For Marketing Building Product Sub-Brands
Quick: what company developed early versions of the digital camera, positioning them to be innovators in the category? Give up? The answer is Kodak. That’s right, the company that has been rendered all but obsolete by the digital photography age -- actually created...
How to make Building Product Brand Content that’s Irresistible
Few things keep marketers up at night like the amount of content that’s required, seemingly on a daily basis. With so much content marketing and social media communities to populate and engage, how can Building Product Brands best get noticed by prospects?
How to find Influencers for Building Product Brands
Sometimes, as it has been said, “It’s not what you know… It’s who you know.” And those influencer-relationships may well be the golden tickets that home and building products can leverage best to help grow brand equity.
Shedding Stereotyping: The Marketing and Advertising Industry can (and Should) do Better
Together, we’re at an inflection point in marketing and advertising. Old, tried-and-true methods and tools are being completely upended by new technologies and, especially, new ways of thinking. This dynamic can be seen in Unilever’s recent experiment that aimed to...
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...
