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...
Campaign Critique: Why Coldwell Banker Isn’t Targeting Buyers
The world has changed dramatically for Real Estate brands. The least affordable housing market in decades has set the stage for a rise in the percentage of deals cancelled… as climbing rates make home ownership more expensive. Mortgage applications dropped last week...
Elmira Stove Works Debuts “Mixology” – Newest Curated Color Collection
ARNPRIOR, Ontario (July 20, 2022) – To commemorate all things summer, Elmira Stove Works, the leading manufacturer of premium vintage-styled appliances and wood-burning cookstoves, has introduced Mixology, the brand’s latest curated color offering. The Mixology...
PR for Building Product Brands – a Multi-Faceted Approach
Public Relations is a critical element of any strategic communications plan -- and an essential part of a brand’s larger marketing approach. The term gets used a lot. But what is PR, really? For starters… it’s much more than press releases. Or finding the perfect...
Show Review – Best New Products at PCBC 2022
PCBC 2022 Puts the Spotlight on “The Future of Home” After a two year hiatus, the K&A team returned to San Francisco in late June to participate in the Pacific Coast Builders Conference (PCBC) 2022 summer trade show. PCBC attracts builders from across the U.S. and...
A Winning Thought Leadership Content Strategy for Building Product Brands
Changes in commerce over the last two years have created what can only be described as seismic shifts. A big part of that change has been in commerce and consumption habits… which have fundamentally altered the traditional purchasing experience. For consumers, online...
