Elmira Stove Works Pays Homage to Ukraine with Inaugural Color of the Year Campaign | Partners with Danby to help local Ukrainians in need
ARNPRIOR, Ontario (November 1, 2022) – Elmira Stove Works, the leading manufacturer of premium vintage-style appliances and woodburning cookstoves, has selected two boldly saturated hues for its inaugural Color(s) of the Year – the distinctive Blue and Yellow of the...
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...
Elmira Stove Works Debuts New Website & Visualizers | A website as innovative and inspiring as the products it presents
ARNPRIOR, Ontario (October 7, 2022) – Elmira Stove Works, a leading manufacturer of premium vintage-style appliances and woodburning cookstoves, has launched a dramatic new website featuring state-of-the-art interactive Visualizers for each of its appliance lines. 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...
