Top 5 Tips to Pitch Your Products to Trade Publications

Welcome to the Kleber & Associates blog! Here are the latest tips on pitching to trade publications: 


What are your favorite trade pubs and media outlets to peruse each month – Architect, Remodeling, Custom Home, LBM Journal or Professional Deck Builder? More than just great reads, trade publications are one of the most important public relations tools for home and building products and professionals. They are the perfect vehicle to reach a very focused target audience. That’s why many of our media efforts involve working with trade publications relevant to our industry.

Trade publications and a vast array of  other media outlets provide excellent opportunities for us to showcase the benefits and features of our clients’ products. Here are a few tips we follow that can help you secure coverage in trade publications:

1. Do your homework Even if it’s a trade publication in your industry, you need to do your research. You don’t want to pitch a commercial product to a publication that focuses on residential. Just because it’s a magazine about building products masonitedoesn’t mean yours necessarily fits. Pitching irrelevant information may cause your future pitches to go ignored.

2. Editorial calendars are your best friend Most publications publish a detailed editorial calendar of their story topics for the entire year. Review a publication’s editorial calendar and tailor your pitch to exactly what they’re looking for. If you have a new green product, that publication may be covering green products somewhere down the line. Perfect fit = coverage.

3. Is your news really newsworthy? Industry trends, innovative new products and new technology are all newsworthy information. Pitching a product as a desperate attempt to gain some form of coverage won’t make the cut. If it’s not news, no one cares.

4. Don’t send a mass pitch to hundreds of trades Media love exclusives, so offer them the chance to be the first outlet to cover your story. Trade publications don’t want the same news everyone else in their industry already covered.

5. Journalists need your pitch! Don’t forget it’s a two-way street. If framed properly, you’ll get that trade media coverage you’ve been hoping for, because journalists and editors are looking for content, images and new products to write about.

 


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.

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IKEA’s Klippbok, the Virtual Visualization App for Today’s Consumer

Welcome to the Kleber & Associates blog! Here’s the latest on IKEA’s Klippbok, virtual visualization inspiration so you can “try before you buy.”


Have you heard about IKEA’s cool Klippbok? Swedish for “scrap book,” the new website and iPad app allows users to create mood boards by dragging and dropping items onto a blank page. Mix and match different items to create the perfect room or IKEA Klippbokexperiment with different color swatches for the perfect sofa, Klippbok is a fun way to explore IKEA’s offerings. Best of all, it enables customers to imagine what different pieces of furniture and accessories would look like in their own homes.

“Try Before You Buy” at it’s Best!
There’s nothing like trying a product or service before committing. Companies have used this approach for years to gain and maintain customers in highly competitive markets. Think about the impact of trying a free lotion or test driving a car at the dealership. At the very least, these free experiences pique interest, this may lead to increased sales – a company’s main goal. Experience is everything and although the concept of “try before you buy” is not a new one, companies are being forced to get creative in a culture where people use computers, phones and tablets experientially to connect to the world. This makes finding engagement opportunities with customers more infrequent than ever, leaving companies wondering what to do next.

IKEA’s Klippbok Provides the Inspiration
Home product companies can look to IKEA for a little inspiration. Always thinking of new ways to reinvent themselves, IKEA has done a brilliant job of marketing themselves as an industry leader. The inexpensive and modern furniture they produce can be found in just about any home. From friends and family to coworkers, there’s something for everyone at IKEA. Their signature store showcases room setups meant to inspire on-the-spot buying.

Masonite & Elmira Stoveworks’ Visualizer Websites
Other company websites with awesome, interactive online experiences for their customers include the Masonite MAX Configurator and Elmira Visualizer website. Check them out!

 


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.

 

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Don’t Be a Monkey – How To Identify Your Next Social Media Move

social-media-logos

Social media… the 300 pound gorilla in the room that generates questions such as “why aren’t we doing more with this?” and “shouldn’t we be on this platform?” Comments like “XYZ brand is on it – we’re falling behind!”

Sound familiar? You’re not alone. Participating in social media has evolved from a novel curiosity to standard procedure at a dizzying pace. In the home improvement and building products space, it has completely transformed content delivery to consumers.  Homeowners — armed with a laundry list of articles and an Ideabook on Houzz, packed with inspiration — expect brands to keep pace and to anticipate their specialized content consumption habits. Those companies who desire a seat at the table must remain ahead of the curve and deliver relevant content, seemingly on demand.

Read more…

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Product Placement is Key to a Successful Public Relations Plan

woodtrac-rev-run-renovation

Have you ever noticed in film and on television, how branded products make their way into the shot? Whether it’s everyone drinking a certain brand of soda or the latest mobile device used by James Bond… this is no mere coincidence. In fact, some of the broadcast industry’s most iconic moments evolve around a product, such as E.T. and Reese’s Pieces or Superman being thrown through a Marlboro truck during a climactic fight scene. These products as you may be aware aren’t chosen out of the blue – instead, there’s a very well-established publicity relationship behind them.

Product placement, or product integration, is the practice of supplying or embedding products within a TV program or film as a way to promote brands and products. The public relations practice of providing branded products in exchange for sponsorship and media exposure has been used successfully for years. Not only are the products viewed by millions of viewers, they are typically highlighted on websites and through social media before and after the show airs. What’s more, a well-integrated product placement can become part of pop culture providing years of brand exposure.

elmira stove works rachael raySince studies reveal that television viewers are more likely to remember the products they see during specific types of programming — rather than on commercials — product placement has become a powerful extension of public relations. After all, the sheer volume of ad messages the average person consumes per day, estimated at more than 5,000 by the New York Times, means competition is fierce for an ever-diminishing consumer attention span.  And, as if to add insult to injury, new home entertainment systems now allow viewers to skip through commercial advertisements all together.

An effective public relations tool, product placement performs the following functions:

  • Achieves prominent audience exposure, visibility and reach
  • Increases brand awareness, definition and recognition
  • Positively impacts purchase behaviors and intentions

elmira-stove-works-bitchin-kitchen

Kleber & Associates’ clients have enjoyed tremendous success through a broad array of impressive product placement opportunities we’ve arranged. In Q1 2014 alone, Hallmark Channel product donations by clients Altmans, Hy-Lite and Ronbow to the Home and Family’s Dream Bathroom Makeover with The Carey Brothers were followed by recent placement spots for WoodTrac closets on the DIY Network phenom series, Rev Run’s Renovation. We have worked in association with Rachael Ray and Cooking Channel’s Nadia G’s Bitchin’ Kitchen to create excellent media exposure for clients including Elmira Stove Works.

If you are interested in arranging a product placement for your product or brand, consider these three key tips to maximize the opportunity:

1) Identify the Most Relevant Integration – Distinguish the television channels and stations that are best aligned with your target market. Keep up with seasonal promotional offerings in the broadcast industry trades. Watch the shows and continuously engage with producers, seeking opportunities for ideal product placements. Remember, production schedules typically focus on the next season or shows scheduled at a future date… so, act quickly once you’ve found a good match for your brand.

2) Public Relations – Use media monitoring and public relations software such as TVEyes, Vocus or Cision to identify influencers and media who may provide a unique platform to promote the product placement.

3) Donation Process – Manage the product donation process carefully, preferably engaging a sales representative to deliver the product and to provide installation instructions. Consider providing install assistance and/or special training for key individuals to get the messaging just right.

Kleber & Associates recognizes that product placement has become an integral part of our successful home and building product public relations programs. Admittedly, it is sometimes difficult to measure the ROI on product placement, so our clients often use words like ten-fold, cosmic —you get the picture. Who knows, one day your product might be sitting on a beach with Tom Hanks as his only source of companionship in a blockbuster movie.

 


 

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.

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Top Products – Architectural Digest Home Design Show

Welcome to the Kleber & Associates blog! Here’s the latest on the Top Products at the Architectural Digest Home Design Show:


Housing From a New York Perspective
Although the housing start numbers came in slightly below expectations this week, there were nevertheless several important positive takeaways to salute. While new construction dropped slightly from 909,000 in January to 907,000 in February… new building permits rose 7.7%, to the highest rate since October and the second highest rate since the middle of 2009. According to the National Association of Realtors, the median existing home price in February was up 9.1% year over year.

What’s more, RealtyTrac reported that foreclosure activity in February fell to its lowest level in more than seven years. The combination of limited supply, recovering economic conditions with low rates and strong permitting bodes well for steady gains in construction activities during the upcoming spring and summer months. You wouldn’t know there were tensions in US-Russian diplomacy, Federal Reserve commentary or even missing airliners from New York fashion media. Instead, attention there this week was focused on the Architectural Digest Home Design Show – one of the year’s most important forums for what’s new and what’s next in Home and Building Products. In case you couldn’t be in attendance, below are our five favorite brands from the show.

Blomberg

BLOM-refrigerator-open

Leading European appliance manufacturer, Blomberg debuted several innovative products for the US, including their new Four-Door Cooling Refrigerator. With proprietary Blue Light Technology to maintain the freshness and vitamin value of  fruits and vegetables as well as a Flexi Zone temperature control system that extends cooling from -10°F to +50°F, allowing for storage of fresh or frozen foods in a single compartment… this fridge is truly in harmony with today’s lifestyles.

Brown Jordan Outdoor Kitchens

brown-jordan

Brown Jordan Outdoor Kitchens hosted several new stainless steel cabinet finishes, designed  for outdoor living enthusiasts looking for a splash of color. The display gave attendees a taste of the popular “inside/out” residential experience… complete with color-coordinated stainless steel cabinets, appliances and matching furniture. And  we were not the only fans of this exciting offering, as the brand won the coveted ASID Top Pick 2014 Award at the show.

Atocha Design

atocha-design

Retro was hot, from mid-century modern design to products that reminded us of simpler times — when vacuum tubes ruled the technology landscape. Made for vinyl enthusiasts and collectors, the Atocha Design Record Cabinet is designed to preserve your music collection while offering the elegance and aesthetics of hand-crafted furniture. Each drawer holds approximately 95 LPs (now being re-issued again, remember those?) and various models are available for holding CDs, 7-Crestron offered great insight into the true power of home automation technology. Motorized shades, automatic lighting, climate control, security and door locks were just some of the convenience features on display. The brand demonstrated how hand-held smart phone mobile devices can be used for a number of important tasks, including adjusting thermostats and remote locking and unlocking doors.

Crestron  

creston-hq
Motorized shades, automatic lighting, climate control, security and door locks were just some of the convenience features on display. The brand demonstrated how hand-held smart phone mobile devices can be used for a number of important tasks, including adjusting thermostats and remote locking and unlocking doors.

Walpole Outdoors

walpole
Walpole Outdoors brought to the event their new PVC Pergola product — echoing the overall show trend of alternative materials for traditional applications. PVC provides superior durability and resistance to the elements with the ability to color match to homeowner’s most exacting specifications. And to “top” things off, Walpole demonstrated a remote-controlled motorized, retractable ceiling screen… designed to deliver even further control over mother nature.

 


 

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.

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Top 10 Products At IBS/KBIS 2014

 

Welcome to the Kleber & Associates blog! Here’s the latest on  the Top 10 Poducts At IBS/KBIS 2014

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Danver

Affectionately known as the “grandfather” of all the building professional trade shows, the International Builders Show (IBS) welcomed a new partner to the mix in 2014 with great results. The Kitchen and Bath Industry Show (KBIS), usually held in April, co-located with IBS for the first time in both the show’s storied histories with a renewed emphasis on design and construction. The combined show proved to be a hit in terms of attendance – preliminary estimates place the number at 75,000. Also, professionals had a rare chance to learn about design philosophy along with building products for an enhanced learning experience. Speaking of products, this year’s IBS-KBIS delivered. With more than 650,000 square feet of exhibitor space, companies were rolling out their latest and greatest for an eager crowd ready to “get back to business” in 2014.

So which ones stood out? We offer our top 10 favorites below. Read more…

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International Builders’ Show 2014: Behind The Scenes at IBS/KBIS

Welcome to the Kleber & Associates blog! Here’s the latest on IBS 2014:


 

For the first time in years, the excitement surrounding the upcoming International Builders’ Show (IBS) is enormous. Typically attended by architects, contractors and developers, you too may have an interest in hearing more about what goes on behind the scenes at the show. Scheduled to run from February 2 – 4, IBS is co-locating with the Kitchen & Bath Industry Show (KBIS) at the Las Vegas Convention Center.

New for 2014, show-goers will have access to all exhibits including admission to a third show, the International Window Coverings Expo. Popular home and building trends expected at IBS/KBIS 2014 include:

  • Style-setting bath and kitchen furniture
  • Outdoor living appliances and cabinetry
  • New building materials and colors
  • Innovative apps for enhanced home automation
  • Social media engagement as popular as ever!

IBS will feature more than 1500 exhibitors from far and wide, who will entertain approximately 75,000 builders, remodelers, developers, architects and other industry professionals from over 100 countries. Here’s a sampling of some of the great new products showcasing at IBS this year:

 

Danver Outdoor Kitchens (IBS Booth S1315)OLYMPUS DIGITAL CAMERA
Danver, the leading manufacturer of stainless steel cabinetry for outdoor kitchens, continues to be the authority on luxury outdoor living as they provide remarkable stainless steel cabinetry along with all of the necessities for outdoor kitchens. At IBS 2014, Danver will be premiering an exciting new line of colors for their powder-coated stainless steel cabinets along with the latest in their line of brass hardware for drawer and door pulls. Visit www.danver.com for more information.

 

 

Feeney, Inc. CableRail and DesignRail (IBS Booth C1714)Feeney, Inc. CableRail and DesignRail® (IBS Booth C1714)

Feeney, Inc. is a leading manufacturer of cable, accessories, and tools for CableRail brand stainless steel cable infill and the unique DesignRail® aluminum railing system, a customizable railing system with multiple mounting, cap rail, color, and infill options. New products this year include Quick-Connect® fittings and DesignRail® Aluminum Rail Kits, a pre-engineered and pre-packaged railing solution that makes installation of beautiful high quality railings using CableRail infill faster and easier. Visit www.feeneyinc.com for more information.

 

Masonite (IBS Booth C5008)
Aimed at highlighting design versatility, Masonite® International Corporation is unveiling an updated booth at the 2014 NAHB International Builders’ Show®. Attendees will tour vignette-style displays that demonstrate the adaptation of Masonite exterior and interior doors into the overall aesthetics of the home. Popular product lines, including the Barrington, Lemiuex Torrefied and Palazzo, will be showcased. Visit www.masonite.com for more information.

 

Ronbow (KBIS N827)
Ronbow, a leading manufacturer of handcrafted bath furniture, seamlessly blends luxury and affordability across a wide variety of trendy styles, with a versatile lineup for KBIS 2014 of hand assembled solid wood frame construction vanities. Featuring interchangeable sinks and countertops in ceramic, quartz, stone, and glass to match any home décor from ultra-contemporary to traditional, Ronbow vanities are handcrafted for superior quality and workmanship. Visit www.ronbow.com for more information.

 

Walpole Woodworkers-Walpole Outdoors (IBS Booth C7113)Walpole Woodworkers-Walpole Outdoors (IBS Booth C7113)
When it’s time to expand an outdoor area, residential and commercial building owners often turn to Walpole Outdoors. Walpole Outdoors will showcase a variety of architectural landscape products, including its new PVC railing systems and PVC pergola design options. Visit www.walpolewoodworkers.com for more information.

 

WoodTrac by Sauder (IBS Booth S1815)WoodTrac by Sauder (IBS Booth S1815)
WoodTrac, a division of Sauder Woodworking, manufactures custom looking master and reach-in wood-based closet systems and coffered ceiling products at a fraction of the cost, all ‘Made in the USA’. Launching new for 2014 is the WoodTrac direct mount wood-based ceiling system with attractive panels and moldings that install directly over joists, plaster or drywall in both new construction and remodeling applications.  Visit www.woodtrac.com for more information.

 

 

We hope you’ve enjoyed going behind-the-scenes with us to hear more about this year’s 2014 International Builders’ Show, the housing industry’s largest annual trade show and exhibition.

 

 


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.

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New Building Products Designed to Match a Variety of Home Architectural Styles

Welcome to the Kleber & Associates blog! Here’s the latest on New Building Products Designed to Match a Variety of Home Architectural Styles

 

Is your home easily identifiable as a cottage, contemporary or traditional style home? Many Americans search far and wide to find the perfect family home, sometimes even going the extra mile to custom build their own home. Typically, instead of building a conventional ranch or two-story home, today’s discriminating homeowner prefers to own a home with a distinct, identifiable architectural style. Home and building product manufacturers design products to be versatile–easily matching a variety of architectural styles knowing that homeowners, builders and architects will only purchase precisely the right product to match the style of their home.

 

Design Versatility on the Exterior

CableRail by Feeney

CableRail by Feeney, Inc

CableRail, by Feeney, Inc.
Consider the company, CableRail, by Feeney, Inc., for example. Stylistically versatile, the CableRail design offers an innovative railing solution that creates an appealing design aesthetic on a myriad of architectural styles from contemporary to cottage to period homes, whether truly old or new construction. The clean, finished look of these strong but slender cables is enhanced by special end fittings that are easily concealed into wood or metal posts. The result is a railing infill that is not only durable and attractive; but virtually invisible, creating an unimpaired view. Feeney cables and components are suited to residential, commercial and institutional railing applications and offer a low maintenance, environmentally friendly and visually unobtrusive alternative to commonly used wooden or metal picket infill. For more information, visit www.feeneyinc.com

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Nichiha Fiber Cement Siding Products

 

Nichiha Fiber Cement Siding Products
Searching for modern day technology but love the look of traditional exterior home materials? Nichiha fiber cement products will have your neighbors wondering why you don’t have to maintain the exterior of your house every few years, and leave you with the satisfaction of knowing why.  With easy-install fiber cement siding for the outside of your home, Nichiha offers sleek block, stacked-stone and faux-brick fiber cement panels.

Going for the modern look on your home? Nichiha offers several products that align with modern design like the Illumination Series, Architectural Block, or Empire Block. Do you need an updated remedy for decaying cedar, wood, or shake? The no-fuss but realistic design of Nichiha’s Sierra Premium Shake, Vintage Wood or NichiFrontier marry new technology with authenticity for your cottage or traditional styled home. Offering several products that work well with pre-existing architectural designs or bringing life to new modern design, Nichiha is capable of achieving a striking appearance to match any architectural style. For more information, visit www.nichiha.com

Hy-Lite Acrylic Block Windows Exterior Entrance with Sidelites and Transom

Privacy Windows by Hy-Lite

 

Privacy Windows by Hy-Lite®, a U.S. Block Windows Company
Homeowners, architects, and home builders looking to add the perfect window in the perfect spot on a custom new home or in a home remodeling project, often turn to operable acrylic block and decorative glass privacy windows from Hy-Lite®, a U.S. Block Windows Company.

Providing value, stylistic versatility, natural light and fresh air, Hy-Lite privacy windows fit the bill for privacy in the bath, laundry or secluded area of any tastefully designed home. For more information, visit www.hy-lite.com

 

 

 

Design Versatility on the InteriorFIREPLACE_AO_COLONIALx - small

Wood Ceiling Systems by WoodTrac
Interior design is another area where homeowners seek to carefully select new products that will enhance, complement, and blend with distinctive architectural styling. The WoodTrac™ Ceiling System by Sauder offers multiple wood ceiling panel styles, colors and molding profiles enabling homeowners to customize to match the architectural style of the home or space.

These WoodTrac wood ceiling systems not only provide design flexibility and beautify; they meet stringent (FSC) Chain-of-Custody Certification requirements, as well. For more information, visit www.woodtrac.com

 

Danver Stainless Steel Cabinetry

Danver Stainless Steel Cabinetry

Danver Stainless Steel Cabinetry
Another example of stylish design suited for any home comes from Danver, a leader in stainless steel cabinetry. Whether you’re searching for an entire outdoor kitchen unit or just a fresh take on cabinets for your indoor kitchen, Danver has you covered. With the powder-coated stainless steel cabinets that come in a wide variety of colors, door styles and finishes, Danver suits any style of home. The stainless steel cabinets from Danver offer durability, and easy installation, as well.

It’s no doubt that stainless steel cabinets evoke more of a modern and industrial look to a kitchen, and if that’s the look you’re going for, then look no further than Danver. The color and texture possibilities of Danver cabinets can give an existing kitchen a gorgeous face-lift. Danver cabinets have the ability to be painted in many attractive finishes from a standard color chart, or can be customized to suit your desired look.

If your home interior design is traditional, you may prefer Danver’s faux-wood finishes. The innovative faux-wood finish is an Italian painting process that transfers realistic grain imprints onto stainless steel, providing an authentic wood look. The faux-wood finishes make a rich statement on cabinet door inlays, and when surrounded by coated stainless steel, mix traditional and modern motifs in your kitchen décor. For more information, visit www.danver.com

Designing a custom new cottage, contemporary, traditional, prairie or log cabin style home? Or, are you expanding or renovating your cherished family home and looking for that perfect door, pergola or railing system to match the style?  Take a look at the products, visit the websites and see if you find the interior design or exterior home product you’ve been shopping for to match your distinctive home style.

 


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.

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Universal Bathroom Design: Flip the Formula — Let the Vanity Set the Style

Welcome to the Kleber & Associates blog! Here’s the latest on Universal Bathroom Design


Universal and accessible bathroom design is here to stay – a reality remodelers and new home construction companies are embracing with gusto! For those who aren’t familiar with universal design, think of it as “forward-thinking” design that encompasses accessibility, flexibility and sensitivity to the spatial needs of everyone regardless of age or functionality. Touch, feel, lighting, texture, sight and navigation play a prominent role in universal design because we rely on our senses more as we age. If our vision blurs, touch becomes critical–influencing other design details such as fixture handle shape. That’s what universal design is all about – realistically planning for the future and making our bathrooms work for people of all ages, shapes, sizes and abilities. Read more…

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Fall Remodeling Projects With Nichiha Fiber Cement

architectural_block The fall season is officially upon us, which means leaves are changing colors and homeowners are scheduling remodeling projects ahead of the cold weather. Replacing siding is popular due to the high ROI associated with the project. New siding can also help people weatherproof their homes while increasing curb appeal. There are several materials to choose from, including fiber cement.

Fiber cement siding is built to last for decades with little to no maintenance. Unlike wood, this material is termite-resistant and won’t rot due to moisture. Fiber cement also offers better fire protection due to its composition. Nichiha U.S.A., a leading manufacturer of fiber cement siding and cladding, makes several residential products that contain more than 50 percent recycled content and are backed by industry-best warranties. Read more…

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