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
“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