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.
How Green Friday Is Gaining Traction on Black Friday
The day after Thanksgiving -- has been known as “Black” Friday since the 1950s. Yet, it wasn't until the 1980s that the term became widely accepted as marking the beginning of the holiday shopping season… when retailers transitioned from being in the red......
6 Tips: TikTok for Building Product Brands
In strategy and budget planning for 2023, without exception, our building product clients all want to talk about TikTok. So, let’s talk. In the five years of its existence, the app has gone from teenage fad to a juggernaut that’s one of the most discussed,...
Show Review – Best New Products at Greenbuild 2022
Last week, thousands of industry professionals congregated at the 2022 Greenbuild International Conference and Expo in San Francisco, the largest annual event for green building professionals worldwide. More than 200 exhibitors showcased their offerings on...
YouTube and B2B Marketing for Building Product Brands
In 2006, Google bought an 18-month-old video sharing platform that attracted 30,000 visitors a day. At the time, internet video was a hit or miss proposition. Yes, other sites also featured video. But none of them hosted user-created video exclusively. That $1.65...
How to Address Diversity in Your Building Product Brand
The US construction industry has a diversity problem. Currently, just 6% of construction workers are Black. And Asians make up a mere 2%. Women account for 10.9%... even though they are approximately half of all the employed people in the country....
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...
