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.
Campaign Critique: How Benjamin Moore Is Reaching Multiple Audiences
For the building products channel, typically there are at least two or three customer groups that brands choose to target. The architects and designers who create the spaces. The contractors who apply the products. And the end users who live with the...
How In-House Marketing Teams & Agencies Can Partner to Grow Brands
In-house marketing teams and outsourced marketing agencies can work together harmoniously. Even famously. The right partner agency can help to propel existing in-house staff to be even more efficient… and even more effective. The result of such cross pollination is...
How Trends in Solar Energy… Impacts Our Building Channel
Steve Kleber, founder of integrated marketing communications firm Kleber & Associates, and I recently discussed the growing momentum -- and opportunities -- for solar power and how they will impact the building industry. ~ Chris Luzar, Frohman &...
The Trillion Dollar Opportunity – Marketing to Hispanic Americans
Hispanic Heritage Month is a national celebration to honor the history, culture and influence of those in the U.S. who trace their cultural heritage to Spain, Mexico, and the Caribbean as well to Central and South America. The observance started in 1968 under...
What Building Product Brands Can Learn from Starbucks
The United States is an economy driven by consumer spending. In fact, those purchases account for almost 70 percent of the annual U.S. GDP. Whether or not a brand sells directly to end users, what happens on the consumer side of the economy… serves as a...
Campaign Critique: GAF’s New Initiative Is “Cool” Marketing
It’s been a really (really) hot summer. Fall is just around the corner, but -- in many parts of the country -- temperatures remain at record highs. GAF is leading an initiative to be a part-of-the-solution with their Cool Community Project. It’s a creative...
How to “Influence the Influencers” | Ebook
Social media has moved far beyond the novelty stage -- and for many -- is an integral part of daily life. All the while, suburban homeowners are scooping up products mentioned by home and lifestyle influencers like Chip and Joanna Gaines. Home cooks are quoting the...
Show Report: Cabinetry Innovation Trends at IWF 2022
The K&A team participated at The International Woodworking Fair (IWF) this past week… and we’re pleased to report that the show was alive with innovative new products and palpable channel confidence. The woodworking industry clearly didn’t pause during the past...
How Building Product Marketers Can Support Contractors
Selling a product that requires trained and experienced installers can be challenging. Yet, it’s critically important to get this mission right. After all, general contractors are the gatekeepers to those installers… and knowing how to market and sell to contractors...
Campaign Critique: LIXIL Americas Targets the Next Generation
From a very early age, kids are asked what they want to be when they grow up. They almost never answer that they want to work in the construction or building trades. That needs to change. Fortunately, some forward-thinking brands are working to make a difference....
Mid-Year Trend Report – Millennials and First Time Homebuyers
Steve Kleber, founder of integrated marketing communications firm Kleber & Associates, and I recently discussed the challenges in the current housing climate. We explored the factors influencing the lack of affordable housing, the response from the...
Chief Marketing Officer Success Guide For Building Product Brands
The world is constantly evolving. And the pace of that change continues to accelerate. Communications technology is advancing rapidly. At the same time, audience perception and expectations are shifting tectonically. Through it all, the role of the Chief Marketing...
