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.
Two Home Automation Brands Show Us How To — And How Not To — Connect With Consumers
The next battleground for homeowners’ dollars is in the future. Home automation and Internet of Things (IoT) are making their way into our homes, and some big brands are battling for supremacy.
What can we learn from Rust-Oleum’s troubles?
Ah, the good, old days of advertising. You used to be able to make unsubstantiated, but mostly plausible, claims about the capabilities of your product. You could use copy like “Twice the Coverage!” in a yellow starburst to get consumers’ attention. It wasn’t necessarily completely accurate, but it made the point that your product does more than expected. Not anymore…
How to Decode Buyer Intent — and Maximize the Value Potential of Each Prospect in Your Funnel
Discover why the traditional ‘lead’ is all but dead, and how a small shift in your strategy can turn every prospect into a potential sale by giving them what they want when they want it.
Tugging at Emotions Is A Powerful Approach …If It’s Done Well
When it comes to connecting the emotions of home to your brand and product. Do it right, and you have the audience in the palm of your hand. But if you’re careless, you can leave them confused about what you’re saying and what you’re even selling. Two recent examples give us both ends of the spectrum.
Why C-level Execs And Their Leadership Teams Must Electrify Their Brands Using Social Media — And How And Where To Do It
If your C-level execs and team leaders aren’t using social media to create remarkable brand-building experiences for your prospects, here’s a rundown of why they must and how they can — and where to start right now.
What if? Why Not? And How About?
AIA 2017: Observations from the K&A Team
The Smart Home: Evolving Towards Autonomous Living
These days, there is a lot of concern and angst about artificial intelligence, automation, and robots becoming too much of an influence in our lives. Specifically, many are concerned about robots taking our jobs. Robots have long been used in manufacturing, performing...
Paid – Earned – Shared – Owned
The state of public relations (PR) and marketing is in a constant state of flux — and in direct correlation to the change in public perceptions, attitudes, and behaviors. Social media and mobile communications have created a wealth of new opportunities for building...
How to Earn Customers with Earned Media: Tips to Attract and Convert Publicity for Building Products
Discover why earned media consistently ranks highest in ROI — and how your building products business can optimize conversion for increased sales and growth.
How To Make Your Product The Hero. And How Not To.
It seems strange, but inanimate objects can sometimes make for compelling characters. Then again, sometimes they can’t. To illustrate this, we have two ads — one from Sherwin Williams, one from IKEA — that have recently released ads in which their products play a central role. Each achieved different results.
Panolam Surface Systems Selects Kleber & Associates as Marketing Agency of Record
Panolam® Surface Systems has selected Kleber & Associates (K&A) as its marketing agency of record. K&A has been conducting brand research and establishing a new brand identity on behalf of Panolam Surface Systems and their core brands, Nevamar and Pionite. Now in 2017, K&A will support the marketing needs for Panolam.
What are the “4 Es” of Marketing for Building Products?
Is the first thing they teach you in Marketing School, the “4 Ps of Marketing,” obsolete? Almost as old as marketing itself, the idea of the 4 Ps has been drilled into students’ heads for generations: Product, price, promotion, and place.
For the most part, it’s held up as a tool for defining and understanding how the basics of marketing work.
