Simple Marketing Ideas Can Boost Your Firm’s Visibility
The right marketing plan can help kitchen and bath dealers boost
their business, says Paul Greenspan of Milwaukee Kitchen and Bath
in Glendale, WI, and dealer-member of the Houston, TX-based Bath
& Kitchen Buying Group (BKBG).
Indeed, even doing simple things such as offering cooking
demonstrations in your showroom, creating a newsletter and sending
anniversary cards to your customers on the date their projects were
completed could increase your firm’s visibility in the community,
and endear you to your current customers. Plus, these types of
simple marketing techniques may encourage current customers to
recommend you to friends, family and co-workers. And, as everyone
knows, word-of-mouth marketing is priceless.
During a recent educational conference sponsored by the
member-owned co-op, Greenspan addressed members on the topic of
marketing and offered up some other simple ideas that are easy to
implement and worth the investment. Among these ideas were the
- Create a buying experience have a limo service pick up
customers and bring them to the showroom for their appointment.
Feed customers during appointments.
- Offer to have a professional chef go to a customer’s home and
cook a meal for 10 people in the new kitchen.
- Use yard signs when you can and with permission from the
homeowner. Also, try leaving 55-gallon trash containers with your
firm’s name on them at job sites, as the customers will use them
for their everyday trash.
- Send a letter to your customer’s neighbors to raise awareness
about the work that you are doing at your customer’s home. Indicate
to them that if they have any problems or concerns about noise,
trash, etc., you apologize in advance and ask that they contact you
- Participate in local home shows, and ask show management if you
could present some seminars at the show. Offer to write articles
for home shows or send pictures of completed jobs to include in
show literature. Use sold projects for home show displays, as
customers love to see their kitchens or baths and you could get a
home show discount for the display.
- Develop a coupon book that can be used only at your showroom,
with discounts on items that you sell there. Try giving them away
at home shows or auctions. Give away free design service for
auction at schools, churches, etc.
- Try using gift certificates for dinner or other items that must
be selected at your showroom, as well. And, send gift certificates
with customer survey forms.
- Use a 4″x6″ postcard with a picture of a completed kitchen or
bath project on it to send to current, former and potential
customers. And try burning a CD with information about your company
and give it out like a business card. Use folders with your company
name on them for all literature. Give away coffee mugs, pens, decks
of playing cards, gift baskets and tape measures with your firm’s
name, number and logo on them.
- Keep your trucks clean at all costs. Try having a large photo
of a completed kitchen or bath printed on both sides of your
delivery trucks to provide add interest. Always letter the back and
sides of the truck with your firm’s name and phone number.
- Pay a commission for referrals, or offer tickets to ball games
and the theater, or gift certificates for dinner.
- Offer to speak on local radio or television for home
improvement segments, and offer to write articles for local
publications on kitchen and bath design
- Speak at local high schools, or have a mentor’s day.
- Private-label your cabinets contact your manufacturer to see if
the service is offered. Create a stick-on label for products
installed on the job and include a phone number to call for service
when needed. Be sure to include your company’s name and number on