NEWS | Round-up
VIEWPOINT Marketing when
times are tough Richard Hibbert, KBSA national chair, takes a look at the dark art of marketing and why it pays to invest even in a challenging economic climate
FOR MANY KBB retailers, marketing is a necessary evil and something they know they have to do but don’t really understand. There are those who want to rely on recommendations and passing trade, especially when based in a top retail location, but if these retailers are successful with just this, imagine how more successful they could be with the help of some strategic marketing.
Marketing works best when it is planned, measured,
reviewed and adapted based on results. The one golden rule for me is to keep a constant flow. This does not mean doing the same thing over and over again, but looking at the market, trends and opportunities within a local marketplace, and responding accordingly.
It can be a false economy to cut back when times are tough, as when there are fewer customers you need to work harder to gain your share
It can be a false economy to cut back when times are tough, as when there are fewer customers you need to work harder to gain your share. However, a little creativity goes a long way in marketing. Back-up standard methods of advertising and social media by collaborating with likeminded businesses. Working alongside other com - plementary local businesses, for
KönigOutdoor opens Southern showroom
OUTDOOR KITCHEN specialist KönigOutdoor has opened a new showroom at the Sky House Design Centre in Amersham.
example, can provide access to new customers and reduce costs. While digital marketing is an important part of the mix, it shouldn’t replace other forms of marketing, paid-for adverts and pay-per-click can be one of the quickest ways to test a campaign. Testing is key: use different adverts and timings, then measure the results and see which was most effective.
Don’t neglect print media either – try to build a
relationship with local and national home-interest and lifestyle magazines. Maybe you can contribute to a feature, sponsor an event, or advertise in their print and digital editions. Direct mail is back in fashion and can work well, especially when it is well thought out. Keep it interesting and eye catching and include a strong call to action for the best results. Research has shown it takes multiple touch points
before a consumer engages with a business, so having a good spread of activities can provide a solid base. When budgets are squeezed, try not to cut any one thing but get better value from the things you pay for. The best marketing is fluid, adaptable, and specific to your business, these words from one of the world’s leading marketing thinkers, Phil Kolter sum it up for me: “Marketing takes a day to learn. Unfortunately, it takes a lifetime to master.”
• For more marketing tips and advice, turn to page 21 10
KönigOutdoor is part of British stone fabricator Königstone and its outdoor kitchens were first unveiled at the kbb show in Birmingham last year. The new facility is intended to provide the opportunity for southern retailers, architects and garden and interior designers to bring their customers to view the options on offer and the variety of sintered stone finishes available. The indoor display features three different outdoor kitchen designs that show an array of configurations, including handleless doors and drawers, a corner unit for a Kamado Joe grill and a bar-style seating area with granite worktop and cedar circular support. There will also be a fully working outdoor display. The KönigOutdoor range is designed as a proper fitted-style kitchen - not just a collection of separate units - with materials that will withstand all the UK weather can throw at them. They feature the company’s sintered stone worktops and surfaces, which it says are non-porous and resistant to scratches, heat, cold, mould, bacteria and the effects of UV exposure.
There are standard-sized units, but the
company can also provide tailor-made, bespoke cabinetry to suit individual clients’ needs. Each kitchen is made to order in the UK and can be designed to accept mains gas, water and electrical services.
Königstone managing director James Bull said: “I think it is really important to have somewhere you can do proper demonstrations, because people have a very clear idea about the kind of cooking they want to do. Having somewhere where you can show them different possibilities makes selling it easier.” KönigOutdoor aims to help kitchen retailers by providing information and training on the various brands of outdoor appliances they sell, as well as provide a full design and installation service.
Bull explained: “The pandemic accelerated the outdoor living mind-set and at the luxury end of the market expectations of outdoor kitchens changed and that market is growing. Quite frankly the kitchen market needs a growth area at the moment.”
He elaborated: “If you want to go for this market, you have to commit to the space. We have had people convert their whole basement for outdoor living and they are a lot more successful than those who put something in a corner. You need to paint a very clear picture for people about what they are looking at.”
Plans for Installer Kitchens and Bathrooms show revealed
LYRICAL COMMUNICATIONS has announced the launch of Installer Kitchens & Bathrooms, which will debut alongside its 2024 Installer Show at the Birmingham NEC from 25-27 June. Aimed at installers, specifiers, designers, developers, manufacturers and retailers, the additional 2024 event will showcase the role technology and innovation play in shaping the kitchens and bathrooms of the future. It will incorporate immersive, dedicated content for the kitchen and bathroom industry – with the backing of organisations including the BMA, BiKBBI, NKBA, AMDEA UK and Unified Water Label. Mike Costain, managing
Communications, said: “Having
director, Lyrical successfully
established InstallerSHOW as the key meeting place in the UK for the bathroom sector, we are delighted to have partnered with BMA and BIKBBI in extending our proposition to the kitchen industry. Specifiers, installers and retailers from the kitchen and bathroom industry will no doubt flock to the event in 2024 to see the latest technologies and solutions on the exhibition floor as well as hear from key names in our content programme.”
The news of the Installer Kitchens and Bathrooms event for 2024 follows the success of the 2023 Installer Show, which organisers billed as ‘the biggest ever’ with ‘record attendance’ figures.
• August 2023
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