The Kleber Critique: Trulia “Hammerfy” vs. Zillow “Obsessed”
Zillow & Trulia offer contrasting approaches to engaging customers (or not engaging them)
Zillow and Trulia offer nearly identical services to consumers searching for real estate. In fact, Zillow is the parent company to Trulia.
But their approaches to engaging customers (or not engaging them) couldn’t be more different, as seen in each company’s most recent marketing campaigns.
The Two Lead Generation Content Pieces that your Building Products Business must have to Remain Competitive
Because the competition in the building materials market remains fierce, this content strategy can give yours the boost it needs to take a top spot. At the end of the day, lead generation is the name of the game... for all of your marketing activities, how much...
Virtual Reality: Rethinking Traditional Showrooms and Tradeshow Booths
A new way of showcasing products and services is here: the virtual or augmented reality. And it is going to revolutionize how and where high-end products are sold. For decades, we have been trying to find inventive ways to give customers a multi-dimensional...
8 High-Impact Content Strategies to Give Your Building Materials Blog a World-class Upgrade
When it comes to establishing a building products blog that works for your brand, strategy is everything. If you’re ready to create a blog that does some seriously heavy lifting, we’re ready to show you the elements you need in place to give your content marketing...
How Contractor Loyalty Programs Win More Than Loyalty
Contractor loyalty programs are quickly becoming tried-and-true marketing techniques for B2C brands and retailers. Programs like Amazon Prime are showing their power to win repeat business. But for building products manufacturers, it’s a slightly different animal....
KLEBER & ASSOCIATES NAMED AGENCY OF RECORD FOR BOTH GAMA SONIC AND THE MARBLE INSTITUTE OF AMERICA + THE BUILDING STONE INSTITUTE
ATLANTA (May 25, 2016) – As the economy re-gains traction for construction and housing starts, two national companies have named Atlanta-based Kleber & Associates (K&A) as their marketing agency of record across multiple marketing services. The selection from...
The Kleber Critique: No Tricks… Authentic Advertising Is the Magic
Over the last decade, there has been a major shift among businesses to be more authentic – to be more real, more human and more relatable. This involves less talking at people, and is more about having a conversation with them. Advertising is no longer about pushing...
AIA Show: 3 Tips on How to Best Connect with Architects
In a recent post from the industry influencer in his Whizard Strategy blog, Mark Mitchell observes that the AIA Show historically has been very “ineffective” for building materials manufacturers who exhibit at the show. Far be it from me to argue. Yet, in picking up...
The Kleber Critique: Zillow’s Ad Campaign Brings Men Back into the Home
"Whatever home means to you, we'll help you find it." This powerful tagline to Zillow's new ad campaign illustrates the deeper meaning of the word “home.” Home isn’t only a structure; it is the people inside the house that make it unique and give it meaning. In...
Best Practices for Reaching End Users for Building Products
Much has been written about the differences between DIY and DIFM homeowners. DIY, or Do-It-Yourself homeowners, purchase their own tools, shop online or at big box building product stores, and handle their own remodeling and repair projects. If they don’t know how to...
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