Set Your Firm Apart from the Competition Through Strong Marketing Plan, Expert Says

Branding has become an essential part of how business is done today, and can be kitchen and bath dealers' greatest tool for boosting their businesses and gaining customer loyalty. However, many kitchen and bath dealers appear to have trouble creating a strong identity for themselves.

A key factor in overcoming this struggle is following through on a strong marketing plan, believes Philip Zaleon, president of Chapel Hill, NC-based Z Promotion & Design.

To that end, at last month's Kitchen & Bath Design & Remodeling Expo at the Valley Forge Convention Center in King of Prussia, PA, Zaleon offered advice on how to create a marketing plan that will result in a strong brand identity.

His seminar, entitled "A Dozen Steps for Branding Your Firm," outlined some key elements in the branding process, such as what dealers, designers and remodelers can do to set their firm apart from the competition.

To create an effective campaign that outlines your firm's strong points, Zaleon advises defining your target market.

First, he says, outline your community, and make note of its areas of growth. Then look at avenues, such as home shows, telemarketing, direct mail, showrooms, sales force and resellers that will get your firm's brand into the community in a manner that best suits your firm. He also suggests to analyzing existing clientele, defining their needs and determine how your firm can best serve them.

Once a firm has defined its target market, it then needs to craft its message. According to Zaleon, that involves creating a logo, developing a Web site and most importantly, investing money in a marketing budget that will sustain and grow the business.

"For a new business, figure on investing 7% to 10% of gross sales. For a business that's two to three years old, figure 5% to 7%, and for an established firm, 3% to 5% should be fine," says Zaleon.

"But remember that it takes patience, persistence and an investment of not only money, but also time to create a brand that will last and help set you apart from your local competition. The key truly [to creating a strong brand] is to always stick by your marketing plan."