How to Decode Buyer Intent — and Maximize the Value Potential of Each Prospect in Your Funnel
Discover why the traditional ‘lead’ is all but dead, and how a small shift in your strategy can turn every prospect into a potential sale by giving them what they want when they want it.
Tugging at Emotions Is A Powerful Approach …If It’s Done Well
When it comes to connecting the emotions of home to your brand and product. Do it right, and you have the audience in the palm of your hand. But if you’re careless, you can leave them confused about what you’re saying and what you’re even selling. Two recent examples give us both ends of the spectrum.
Why C-level Execs And Their Leadership Teams Must Electrify Their Brands Using Social Media — And How And Where To Do It
If your C-level execs and team leaders aren’t using social media to create remarkable brand-building experiences for your prospects, here’s a rundown of why they must and how they can — and where to start right now.
What if? Why Not? And How About?
AIA 2017: Observations from the K&A Team
The Smart Home: Evolving Towards Autonomous Living
These days, there is a lot of concern and angst about artificial intelligence, automation, and robots becoming too much of an influence in our lives. Specifically, many are concerned about robots taking our jobs. Robots have long been used in manufacturing, performing...
Paid – Earned – Shared – Owned
The state of public relations (PR) and marketing is in a constant state of flux — and in direct correlation to the change in public perceptions, attitudes, and behaviors. Social media and mobile communications have created a wealth of new opportunities for building...
How to Earn Customers with Earned Media: Tips to Attract and Convert Publicity for Building Products
Discover why earned media consistently ranks highest in ROI — and how your building products business can optimize conversion for increased sales and growth.
How To Make Your Product The Hero. And How Not To.
It seems strange, but inanimate objects can sometimes make for compelling characters. Then again, sometimes they can’t. To illustrate this, we have two ads — one from Sherwin Williams, one from IKEA — that have recently released ads in which their products play a central role. Each achieved different results.
Panolam Surface Systems Selects Kleber & Associates as Marketing Agency of Record
Panolam® Surface Systems has selected Kleber & Associates (K&A) as its marketing agency of record. K&A has been conducting brand research and establishing a new brand identity on behalf of Panolam Surface Systems and their core brands, Nevamar and Pionite. Now in 2017, K&A will support the marketing needs for Panolam.
What are the “4 Es” of Marketing for Building Products?
Is the first thing they teach you in Marketing School, the “4 Ps of Marketing,” obsolete? Almost as old as marketing itself, the idea of the 4 Ps has been drilled into students’ heads for generations: Product, price, promotion, and place.
For the most part, it’s held up as a tool for defining and understanding how the basics of marketing work.
BackGrounders:
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