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.
Want to reach your trade audiences? Try telling them a story
Storytelling is all the rage these days, and for good reason. Marketers are realizing the power of telling a story to humanize their brands, connect with consumers, and stand out from the competition. That’s fine for consumers, but when you need to communicate to a...
Sears Makes Us Look Foolish
Wouldn’t you know it, the week after we post an article applauding Sears for being good stewards of the Kenmore brand, it’s revealed that they’re trying to sell it off. Oops. Things move fast these days. Sometimes even too fast for an emailed article to keep up. In...
Sears makes the right move by doubling down on Kenmore
The downfall of Sears has been well-documented, on our blog and in countless other places. Despite the company’s competitive and management issues, it does have a couple brand assets that have stayed strong in the face of the retailer’s decline. One of those was the...
JennAir Elevates the Luxury Narrative from Looks to Personalization
JennAir is redefining what aspirational kitchen appliances and design looks like. More importantly, they’re redefining how, and for whom, appliances work... elevating the narrative from being about colors and materials to functional elegance and personalization. For...
Avoiding Social Media Fails for Building Products
When it comes to social media and popular culture, building products brands don’t live in such a high-stakes world like consumer brands. But in a way, that makes it even more dangerous, because your guard is down. A building materials company may not command the...
Paint Wars Grow in Building Materials Marketing
Just call Sherwin-Williams the paint advertising police. A while back, we commented on Sherwin-Williams taking Rustoleum to court for their claim that one of their paints offered “twice the coverage.” Our point of view was that while Sherwin-Williams was right,...
Healthier Spaces for a Healthier Bottom Line
With residential and commercial construction starts on the rise and the economy in an upswing, things are looking up for the construction industry. At the same time, there is a growing awareness of the impacts of building materials and furnishings on health and the...
The Power to Give Building Products Customers More Time
“Alexa, order me a truckload of three-quarter-inch OSB.” At first, the Amazon Echo, Google Home, and similar voice-activated assistants seemed like a bit of a novelty, allowing consumers to get the latest news, listen to music, and maybe even play a game or two. But...
Can Experiential Retailing Work For Building Products?
It’s no secret that brick-and-mortar retailers are suffering at the hands of e-commerce giants like Amazon and...well, it’s pretty much just Amazon. Some brands are finding a way to fight back. By providing experiences no website can offer. It stands to...
Is CES killing KBIS?
Historically, CES has been about gadgets and devices, as big-name electronics brands unveil their latest whiz-bang smart phones, tablets, televisions and other entertainment products. But over the last few years, home products have begun to take up more floor space at the show.
How to Make ‘Quality Content’ King in 2018
It’s early January, 2018. The time of year that ushers in a slew of blogs and articles making predictions about the year to come. Some of those predictions will turn out to be correct. Many will not. In fact, the only thing that can be accurately predicted is that...
How to Engage Building Product Employees
Just about every company, at least the ones with even an ounce of good sense, know the importance of their employees. But for some, employees are literally the face of their brand. One of those companies, The Home Depot, is taking an interesting approach toward...
