FOCUS | Marketing your business
e are living in a different world now. How customers plan their next kitchen, bedroom
or bathroom purchase has changed, with more people doing their research online before visiting a physical showroom. And so KBB retailers need to adapt their marketing, too. Yes, the Covid pandemic bolstered online sales, but the good news is that people making a KBB purchase still prefer to see and touch the product in a physical store where they can get one-to-one advice from an expert. A focused, targeted marketing
strategy, making use of website, social media, digital marketing and local and national print advertising, will help to make sure you are on the potential customers’ radar and help bring them into your store, not your competitors’. We surveyed our kbbreview100 think-tank of retailers to ask them how they have set about building an effective marketing strategy. So what are the basic requirements? One of the first things is to communicate your message. Paul Crow, MD of Ripples, advises: “A good marketing strategy commu- nicates the values of your brand – who you are and what you offer to a relevant audience.”
Frazer Goodwillie, a director at Billingham Kitchens in Stockport, agrees, saying it is vital to “define your company, its personality, its USPs and strengths”.
And sometimes that brand message can be more about what you can do for the client rather than just the products. Jane Ive, design director at the Bathroom Design Studio in Harrogate, says: “I’ve found that telling a story engages better and generates stronger leads. It’s interesting to track the topics that get better engagement. I also have a personal
marketing to suit. From our website to our showroom, we are clear about what we offer and how we go about our business. Our marketing reflects our professionalism.”
And don’t forget to make sure you are approachable. As Julia Steadman, commercial director at Brandt Designs, advises: “We place a huge emphasis on our customer service and our ability to create unique kitchen and living spaces for our customers. I would advise everyone in the market to strike the balance between professional and approachable. Remember that despite all the theories and buzzwords, marketing is about speaking to people about what you do in such a way that encourages them to get to know you better and buy from you.”
But how do you reach that target audience? Clearly, a good website is the first step, but then there are social media platforms, digital marketing and print advertising to consider. How do you decide what’s best for your business? Justine Bullock, co-owner of The
Tap End in Pontyclun, believes in a multi-platform approach: “We use a multi-platform presence – a website that’s readable on a PC or phone, social media pages, local print advertising, with a cohesive visual.” Running a relevant and engaging website and social media presence is a demanding taskmaster. They need to be constantly populated with content. Make sure you have the resources to do it properly. Nothing looks worse than content that has not been updated for a long time. Most consumers’ first exposure to your brand will be your website. It presents your face to the world as much as a bricks-and-mortar showroom does. So it has to be easy to navigate and brim over with compelling content. Not just manufacturers’ brochure shots, but
Know your demographic and ensure any marketing is targeted accordingly. Different things appeal to different age groups, so do your homework
Jim Gibson, MD, Stone and Chrome
message radio advert, which I have voiced myself, that tells people to come and see me.”
It is also vital to know who your customers are, so you can tailor your marketing to reach them effectively. Jim Gibson, managing director at Stone and Chrome in Camberley, says: “It is of the utmost importance you know your demographic and to ensure that any marketing is targeted accordingly. This ensures any advertising you do will appeal to the correct potential client. Different things appeal to different age groups, so do your homework. We know our demographic and we structure our
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plenty of professionally taken photographs to show the kinds of projects you have undertaken. Crow at Ripples outlines his approach: “We are a service- and design-based organisation with high- quality, carefully designed products. We promote the qualities of these three areas through case studies in the media, expert advice and testimonials through bathroom photography. We apply this to all channels, both off-line and online, and in all cases drive the customer back to the Ripples web page, where they are further encouraged to respond.” Regular blogs are a popular addition
· July 2021
to a website and can help inform consumers about the latest trends, provide expert advice, as well as updates on what your business is doing. Many retailers are now using YouTube videos to help do this. Tina Riley, a director at Modern Homes in Leamington Spa, says she posts blogs twice a month on her website and the content is also used on social media.
Owner of Urban Kitchens in Preston, Kate Holderness, adds: “We also do regular blogs at the weekend with varying subjects, sometimes nothing to do with actual kitchens.” Your website also needs prominent links to your social media platforms.
SOCIAL MEDIA
Social media as a marketing channel has grown exponentially. And with such a ‘visual’ product with real ‘lifestyle’ appeal, it is no surprise that 100% of our kbbreview100 survey respondents said they use social media as part of their strategy.
TOP TIPS:
But Steadman at Brandt advises a
slowly, slowly approach to social media for the inexperienced: “If you are new to social media, I would suggest that you pick one platform to master, then move on to another one. Remember that your posts will be visible worldwide 24/7 and that you may well get potential customers contacting you through them, so you need to monitor it regularly.” She concludes: “You cannot be all things to all people and nor should you wear yourself out trying.”
Social media platforms also allow people to share and tag your content, which helps spread the word. Joel La Rosa, owner of Joel LaRosa Design in Leicester, sees this as a major advantage: “My most successful medium is Instagram. People say ‘we’ve followed you for a while on Instagram’ or ‘we saw our friends tag you in their project’. It is amazing to see this new age of the referral process. This passive marketing is great. If they follow you on Instagram, it
Monitor responses to help tailor posts Bring the
SOCIAL MEDIA
personality and ethos of your business to life By sharing and conversing you are spreading your
message further Pick one platform first and master that Consumers interact daily with social media – so display more content that engages with your audience
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