The ability to deliver empathy and a willingness to “walk in your customers’ shoes” has always mattered. Marketing that connects authentically with end-users and the trade channel on a deeper level — that goes beyond just selling product...
For decades, the makers of home, kitchen and bath products have taken two predictable paths when marketing their products to consumers – the “dependable approach,” in which a company tells a potential consumer how...
According to a recent Content Preferences Survey Report, 51 percent of B2B buyers rely on content to research their buying decisions. They prefer interactive content that educates rather than sells, and case studies or success stories from others who are facing...
In business as in life, the playing field is rarely level. Bigger brands often have more visibility, a larger customer base and a more robust budget than less-established brands. Without these advantages, how do smaller building product brands gain traction and...
Following are four considerations to ensure your marketing will reach even higher levels of success in 2020. Know Thy Audiences. Building product brands have more than one purchaser or specifier. So, rather than developing universally-targeted content, consider...
