Let the 4 P’s of Integrated Marketing Work for You

In a world of thousands of brand messages, it’s important that every brand message is consistent and relevant.  That’s where integrated marketing communication (IMC) becomes important.  With IMC, all aspects of marketing communications such as advertising, public relations, direct mail, promotions and social media work together, instead of each working in isolation.  IMC starts with a core brand strategy based on goals and objectives, and goes beyond communication tools to include the coordination of messaging, channels, creative and technology.

When IMC broke onto the scene in the 1980’s, the mantra was “one voice”.  A company relied heavily on advertising to develop its brand, because in advertising the company controlled the content.  Depending upon its budget, the company Bussiness Discussionsupplemented its ad messaging with unified messaging in collateral, promotions and trade shows.  Through press releases, case studies, interviews, photography and other elements, the company’s public relations agency provided information to the media for their content.  It was a different time.

While today’s IMC continues to be a customer-centric approach, technology has changed the playing field.  Regardless of their consumer or B2B-focus, companies are increasingly developing their own content and using social media, contests, user-generated content, video clips and other Web-based applications to engage with consumers.  While technological advances enable companies to create and communicate their own brand content more quickly, effectively and at a reduced financial risk, there is still the matter of orchestrating the various messaging with a tonality to which customers respond.  Tweets need to conform in ‘voice’ with other social media, collateral, press releases, ads and sales promotions as well as the Website and other digital media.  It’s an orchestra of messaging with everyone playing on key, and in time.

While technology has made it easier for companies to produce content for its various audiences, the same technology enables a customer’s experience to go viral overnight on blogs, Twitter and YouTube.  Today’s companies need to recognize the importance of what is happening at the various consumer touch-points and realize their customer service department is now part of the brand media mix. Just as each individual is part of a bigger brand, so does each element of an integrated marketing communications program make deposits into, or withdrawals from, the “brand bank”.

At Kleber & Associates, we strive to accomplish personal communication through integrated marketing communications. When marketing home products, one must be cohesive and thorough. As the landscape of communication has changed (think texting, Twitter and iPhones), so has the way we do business.

Integrated marketing communications doesn’t have a universal definition, but its overall gist is a holistic approach to marketing in which all aspects of communication come together to form a cohesive and unified message. Integrated marketing communications is designed to align stakeholders in such a way that they feel everything is connected, from public relations to advertising to promotion and direct marketing.

Consider our “Four P’s of integrated marketing communications”…

  • Plan: Like any strategy, you and your team should designate specific goals and tactics as you prepare to integrate your marketing efforts.
  • Participate: Try to strip away titles like “PR-like object” or “creative execution.” All members of your team should be focused on one thing: offering what ever is best for the audience. Therefore, you should all be thinking of ways to effectively overlay all promotions, advertising, PR and marketing.
  • Pass On: Keep everyone informed. All the time. Share information in a way that keeps all of the team in the loop.
  • Promote: Sell back the results of integration by promoting the metrics of its success.

When planned and executed well, integrated marketing communications fosters cooperation, lower costs, better internal communication, personal growth and innovation as well as the consumer’s faith in a company’s integrity. As your team collaborates to blend traditional PR efforts with traditional advertising and social media, your team has the chance to learn more, sharpen their skills and think more strategically.

Stakeholders appreciate it, too. Imagine receiving a clear set of messages with one voice that encompasses your entire campaign. MMC Learning puts it nicely:

“Integrated marketing communications wraps communications around customers and helps them move through the various stages of the buying process. The organization simultaneously consolidates its image, develops a dialogue and nurtures its relationship with customers.”

In the end, it’s really all about togetherness. And doesn’t that sound nice?


Kleber & Associates is an Atlanta-based integrated marketing communications agency serving the home and building products industry for 25 years. Visit the Kleber & Associates website for the latest news and information about marketing for home and building products for consumers, architects, builders, remodelers, designers and manufacturers. Through our marketing, advertising, public relations and digital marketing expertise — we build better brands that build a better home.

 

Share

Black Friday: Extravaganza or a Holiday Compromise?

Many know the day after Thanksgiving to be an occasion of long lines, big shopping bags and incredibly large discounts. It’s “Black Friday”! “Black Friday” is a day many consumers wait for all year long to get a jump on their Christmas shopping and to Sale labels with red gift bowstake advantage of marked-down items. However, more retail stores have started a new marketing trend this year.  Instead of waiting until the Friday after Thanksgiving to roll out the deals, many stores have begun their “Black Friday” discounts as early as October.  Giving stores access to the increased revenue that comes with Christmas shopping, this also appeals to those shoppers hoping to derail “last-minute shopping” headaches. A new survey from Accenture reveals that 45 percent of consumers have plans to go shopping in some capacity on Thanksgiving Day or evening. Nearly half of these people will likely go to stores between 6 p.m. on Thanksgiving and 5 a.m. on Black Friday.

The Lowes Approach
Lowe’s is one of the stores capitalizing on an early Black Friday concept.  Many Lowe’s consumers purchase home improvement products as gifts, but many others take on mini-projects and quick fix-ups for their homes in anticipation of guests and holiday parties. Lowe’s used social media to roll out its Black Friday Sneak Peek.  The company’s website uploads new deals consumers can expect to see during the Black Friday sales, with the caveat while supplies lasts”.

There is a new development, however, this year — Forbes, ThinkProgress and Mental Floss have gained support from over twenty companies who say they refuse to open on Thanksgiving. This may seem like a poor business model given the enormity of Black Friday, but, for these companies its about not ruining Thanksgiving. By refusing to open for Thanksgiving, companies like Lowes, Home Depot and Costco subtly rebuke the “Black Thursday night” tycoons like Walmart. They probably lose out on revenue; but enhancing their brand with certain consumers while preserving the sanctity of Thanksgiving as a time for family to relax inside the warmth of their homes, rather than camping out for the best deals, is far more important, and beneficial to them. Read more…

Share

Is Your Pitch Perfect? Take Steps to Elevate Your Brand and Pitch

You know the story. When two or more entrepreneurial businesspeople source a new concept and decide they want to launch it together, they start a company. When it comes to naming it, there can be some back and forth, but eventually a name is Businesspeople Communicating In Elevatordecided upon. Next a logo and a tagline are developed, followed by a unique value proposition. As the business grows it becomes more than a name, it evolves into a brand. In the home and building PR channel, our brand is our promise. It’s our personality and reputation. It’s how we do business, how we come across on the phone, online or in a conference room. It’s even how our employees behave in their “free” time.

Your logo, employees, activities, press releases, web site copy, tagline and tweets are all parts of your company’s personality that conveys a consistent message. Your brand/persona become words to live by in order for their messages to receive merit. Are you working on a pitch that communicates exactly who you are as a brand, and who you aspire to be? You can create a brand promise, illustrated with a pitch that uniquely and succinctly portrays your brand in the marketplace. Few companies can say they are the newest, oldest, or best in class… however, with a heavy dose of ingenuity and some of that entrepreneurial spirit — it is possible to create a brand that resonates and competes. Read more…

Share

Brands Put Best Foot Forward at Remodeling Show, DeckExpo, and JLC LIVE 2014

Bare Feet Wanted - Schluter SystemsShow-goers enjoyed a wide array of demonstrations, seminars, and interactive exhibits at this year’s Remodeling Show, DeckExpo, and JLC LIVE, including the multifaceted displays and events going on at JLC’s Tool Alley. Individual exhibitors on the exhibit hall floor featured many interactive displays, as well, as demonstrated by scores of show attendees who were willing to remove shoes to comply with the “Bare Feet Wanted” sign at the Schluter booth. Participating at the show for Kleber & Associates was president Steve Kleber, who enjoyed watching sock footed individuals line up to experience the warmth generated by Schluter’s new DITRA-HEAT electric floor warming system.  Schluter represents one of three companies we’d like to highlight in our show review, today, for their innovative and trend-setting products that remedy accessibility challenges while solving the age old problem of keeping the water in and the mold out. Read more…

Share

JLC LIVES’s Tool Alley Steals the Show at R|D|J 2014

Featuring many of the industry’s leading manufacturers, hands-on training and a wide-ranging conference program, the Remodeling Show/DeckExpo / JLC LIVE 2014 succeeded in bringing representatives from scores of remodeling, deck-building and residentialRemodeling Show, DeckExpo, and JLC LIVE 2014 construction companies face-to-face again this year.

 

Read more…

Share

“The Trillion Dollar Opportunity – Marketing to Hispanic Americans”

imgresDue to the increased prominence and impact of Hispanic Americans across the country, Kleber and Associates has published a white paper discussing Hispanic Americans’ influence on, not only our culture, but, also on consumerism. As the largest minority group in the country – a group of now more than 50 million – Hispanics represent a rapidly increasing level of purchasing power, currently more than $1 trillion. For those of us in the home and building products channel, Hispanic Americans are a highly targeted group, as they have both increasing population and purchasing power on their side, more so than any other minority group in the U.S. All consumer product marketing for that matter should pay special attention to what their audiences think and how they buy. Given the new sphere of influence minority groups have created, marketers must ensure the appropriate messages are reaching them. Read more…

Share

Keep Your House Warm and Your Wallet Happy this Winter

In anticipation of another harsh winter season, homeowners and apartment dwellers alike are pondering ways to “winterize” their homes while also saving winter housemoney. With the exception of warmer climates, most will likely see at least some snow this winter with temperatures lower than they’ve ever been. There are, however, plenty of ways to keep your home warm and energy efficient this season. One of the easiest ways to save money during winter is to use an energy efficient space heater. Today’s heaters are smart with thermostatic remote controls, meaning that they sense the ambient temperature and can heat the room accordingly. Most electrical space heaters convert close to 100% of the electricity they consume into heat, which is good for your wallet. By using a space heater to heat only the rooms where you or your family are located you can save big bucks on your heating bill. Read more…

Share

Kleber & Associates Named New Agency of Record for Georgia Pacific Gypsum

Kleber & Associates has been named as an advertising agency of record for Georgia-Pacific Gypsum LLC and will support the brand’s global marketing initiatives through multiple product promotions. Kleber & Associates will manage creative Georgia-Pacific-Gypsum_2014_Kleber-and-Associates-Public-Relations-Advertisingadvertising, media planning, account strategy and digital execution for the award-winning Dens® family of premium fiberglass mat gypsum panels, including DensGlass® Sheathing and Shaftliner, DensArmor Plus® Interior Panels, DensDeck® Roof Boards and DensShield® Tile Backer, as well as the broad array of paper-faced interior drywall products in the ToughRock® Gypsum Board portfolio.

“With Kleber & Associates, we found an integrated marketing agency that has extensive category experience within the construction and building products industry and demonstrates the ability to provide fresh, breakthrough creative ideas designed to help drive our business,” said Mike McCoy, vice president of marketing and commercial roofing for Georgia-Pacific Gypsum.

According to Steve Kleber, the opportunity to partner with a division of an iconic Atlanta corporation like Georgia-Pacific is the culmination of hard work and perseverance. “Growing up in Atlanta, I was always aware of Georgia-Pacific’s role as an important business and community leader, while its headquarters has been an integral part of the Atlanta skyline,” he said. “It is a unique pleasure and responsibility to be in a marketing partnership with such an important part of the company.”

 


Kleber & Associates is an Atlanta-based integrated marketing communications agency serving the home and building products industry for 25 years. Visit the Kleber & Associates website for the latest news and information about marketing for home and building products for consumers, architects, builders, remodelers, designers and manufacturers. Through our marketing, advertising, public relations and digital marketing expertise — we build better brands that build a better home.

Share

International Woodworking Fair in Atlanta Draws Large Crowd

The next stop in Kleber & Associates’ 2014 summer media tour was a homecoming for the International Woodworking Fair in Atlanta held August 20-23. Regarded as one of the largest trade shows in the world, IWF features more than 1,000 exhibitors in the woodworking industry regardless of size or scale. It’s this unique component that makes IWF one of the more fun shows each year. Artisans, handcrafting turned bowls or chiseled furniture, share the same floor space as multi-million dollar CNC machines that can churn out thousands of pieces in an hour. It’s an excellent opportunity to see and experience an entire industry under one roof.

We were also pleased to see the continued positive energy and increased attendance at IWF like we’ve seen all year at trade shows nationwide since IBS in January. A slow, albeit steady, economic recovery certainly plays a role, but it’s also people getting back to work that is fueling the renewed optimism we feel.

IWF_2014_Kleber-and-Associates-Public-Relations-Advertising

Despite the smell of sawdust permeating the air, the K&A team challenged itself to find companies offering unique alternative materials to highlight. We walked the halls of the World Congress Center and found three we felt brought some truly innovative products.

Danver
As one of America’s leading manufacturer of stainless steel cabinetry. Danver provides a chic, stylish alternative to traditional wood cabinetry by forgoing wood completely in favor of state-of-the-art stainless steel; Danver provides custom and standard powder coated finishes and treatments for their stainless steel products that will enrich and accent any project. With both outdoor and indoor applications, the company has set the standard of the blend of contemporary looks and innovation in outdoor living.  We loved the use of a steel application in multiple color options –  it helps marry the home’s décor to the outside living area but with year-round durability.

Blum Inc.
Blum’s new LEGRABOX, a line of stainless steel cabinets and cabinet products, are built to meet the latest trends and demands of consumers seeking professional grade performance but fashionable design. LEGRABOX features a new, sleek design using modern materials like aluminum and stainless steel with matte color finishes. Featuring its own smooth closing BLUMOTION technology, Blum guarantees a silent close every time. LEGRABOX also features several organizational tools such as inner pull outs and removable boxes in the drawers, giving users multiple options for storage optimization. We expect LEGRABOX to be a standout product in 2015 and in the future.

Rev-A-Shelf
A long-time favorite of K&A, Rev-A-Shelf always brings an innovative suite of products to their trade show booth, For IWF, the company was highlighting its lineup of Tresco Lighting enhancements for cabinets in a variety of installation configurations. With cutting edge LED advances, Rev-A-Shelf is able to illuminate previously shaded storage areas for easier use and access.

Rev-A-Shelf  of course had their legendary kitchen cabinet products and designs on display as well. Several of their designs feature smooth open and close drawers, state-of-the-art pull downs and pull outs featuring dynamic hinges utilizing previously unusable space. A new drawer mounted utensil and knife organizer was a crowd favorite.

 


Kleber & Associates is an Atlanta-based integrated marketing communications agency serving the home and building products industry for 25 years. Visit the Kleber & Associates website for the latest news and information about marketing for home and building products for consumers, architects, builders, remodelers, designers and manufacturers. Through our marketing, advertising, public relations and digital marketing expertise — we build better brands that build a better home.

Share

Industry Expert Announces Fall Remodeling Trends – Furniture, Organization and “Retro” Styling

Steve Kleber, president of the National Remodeling Foundation, shares his personal insight on how homeowners are embracing furniture, organization and “retro” styling for upcoming remodeling projects:

Vanity by Ronbow

Vanity by Ronbow

Homeowners today are selecting furniture that has the strength of character powerful enough to set the interior design style, color, texture and mass for the whole space, even in the bathroom. Pursuing the ever-elusive dream of finding more storage space and increased organization leads many homeowners to discover advanced closet systems. For those seeking to achieve self-expression in their remodeling projects, many find the latest “retro” styled appliances, complete with more bells and whistles than ever before.

“A recovering economy has boosted homeowners’ confidence in their property values,” says Steven Kleber, president of the National Remodeling Foundation. “Accordingly, we’re seeing them excited to invest in high-quality, luxury home and outdoor living products with a reasonable expectation for a return on that investment.”

Graff AmetisDocce 016

‘Ametis’ Shower System by GRAFF

Furniture Expands the Foundation for Interior Design
While purchasing a new dining room table or sofa certainly has been an easy way to update a home’s interior design for living spaces, homeowners today now are applying this same strategy to the bathroom. High quality bathroom furniture, such as a vanity by Ronbow, is becoming the central focus from which consumers are crafting bathroom renovation plans, much like couture designers who build a fashion runway collection. As such, if the bathroom vanity is the new “little black dress” of bathroom design, then GRAFF faucets and shower systems are the accessories. With a wide array of high design, high function faucets such as the award-winning Ametis collection, GRAFF products function as “jewelry” that accentuates the bath furniture.

WoodTrac26_web_rgb

Hanging Half Cabinets by WoodTrac

 

Design in Unexpected Places
Organization is frequently at the top of the list of desired renovations, leading many homeowners to invest in built-in systems installed in existing closets. WoodTrac closet systems are customizable to virtually any closet size. These easy-to-install wood grain closet systems offer significant cost savings over traditional white melamine alternatives.

 

Ceiling by WoodTrac

Ceiling by WoodTrac

Woodtrac also offers suspended and direct-mount wood ceiling paneling which is gaining increased popularity in residential applications. The paneling can be applied over any ceiling surface and creates a look of luxurious, custom-crafted three-dimensional ceilings at a fraction of the cost of expensive trim carpentry and coffered millwork.

Aren’t All Refrigerators Cool?
Yes, functionally speaking, all refrigerators do provide a cool factor – that’s what they are designed to do. Yet, Fridge1950_Redtoday’s consumer is demanding more from their traditional kitchen appliance. In fact, many homeowners wish to express their style through their kitchen equipment and find these appliances the perfect icons to help define their personalities. Elmira Northstar refrigerators boast a retro, mid-century inspired design while remaining technologically up to date with energy efficient performance. These fridges are available in nine not-so-standard colors, or can be customized to meet any customer’s color aesthetic.

“Homeowners are no longer satisfied with their living space, or the furniture and appliances within, serving only a functional purpose,” says Steven Kleber, president of the National Remodeling Foundation. “Today’s homeowner wants a whole-home experience completely reflective of them and flexible to fit their lifestyle.”

 


Kleber & Associates is an Atlanta-based integrated marketing communications agency serving the home and building products industry for 25 years. Visit the Kleber & Associates website for the latest news and information about marketing for home and building products for consumers, architects, builders, remodelers, designers and manufacturers. Through our marketing, advertising, public relations and digital marketing expertise — we build better brands that build a better home.

Share