KBB - April 2011 - (Page 16)

Continued from page 14 Virtually all of the designers in the study talked about undertaking multitiered strategic marketing and promotional efforts in the coming year in an effort to grow their businesses. In fact, only two out of the 85 participating designers indicated they do not have any additional activities planned. Mark Mackmiller, owner of mackmiller design+build in the Minneapolis-St. Paul area, is representative of the thinking among designers in the study.“Our 2011 marketing plan is going to focus on past client contacts through newsletters three times per year, client appreciation parties for newly completed projects so the homeowners can show off their projects to their family, friends and neighbors, door hangers at the start of every job going to neighbors within one block of the job and participation in a local Remodeler’s Showcase two times a year,” said Mackmiller. “We’ll also be making phone calls to past customers to see if they have an upcoming project or friends needing work done, entering projects in local, regional and national design competitions, following up successes with press releases, partnering with other vendors to generate leads and trying at least two speaking opportunities with the public. We are also redoing our website and have hired a group that does search engine optimization.” face-to-face interaction, making personal connections. This includes doing one or more of the following: • Requesting referrals (especially from previous clients). • Collaborating (partnering with other professionals and businesses on projects and marketing programs). • Hosting events (wine tastings, open houses upon completion of a project, participating in local home tours and gallery nights). • Attending events (charitable events, local community meetings and other networking opportunities inside and outside of the kitchen and bath industry). Debbie Nassetta, with Roomscapes in Southern California, said she plans to develop a newsletter and create a new brochure for “auxiliary specialties, such as wine rooms and closets,” and invite groups to use her showroom for meetings and other events. She also plans to attend more events that “get our faces and names out into the community more.” Designers understand potential clients are using the web to get information about products and kitchen designs. Consequently, other initiatives being undertaken by around one in ve designers include updating an existing website or creating a website (19%) and utilizing social media more effectively (18%). In addition, several designers talked about plans to start blogging or creating a Facebook page soon. Whatever the strategy may be, most designers, if not all, don’t consider having a bigger Continued on page 18 MAKING CONNECTIONS KEY Considering all of the efforts designers plan to implement to build business in the near future, the most common theme centers around in-person networking (43%) or, as Long Island designer Susan Serra called it, “personal branding.” At the top of the list for many designers is Activities Designers Undertaking To Grow Business In-person networking Update, build website Online networking, social media, blog Paid advertising Get more free publicity Update showroom/displays Reorganize business Expand target market Change/add products carried 9% 9% 9% 9% 6% 19% 18% 16% 43% 0% 10% 20% 30% 40% 50% http://www.sybinc.com http://www.gatewaydist.com http://www.thegsc.com http://www.sunwestdist.net http://www.kimballdistributing.com http://www.milestonedist.com http://www.lvdistributes.com http://www.hadco.net http://www.carlschaedel.com http://www.deliainc.com http://www.distinctiveappliances.net

Table of Contents for the Digital Edition of KBB - April 2011

KBB - April 2011
Table of Contents
Online Contents
Online News
Editorial
Focus
Trends
Products
Profile
Abroad
Blonde Ambition
Serenity Now
Education
Ad Index
Favorites

KBB - April 2011