It has long been thought that residential and commercial design were two separate entities not meant to overlap. Over the last decade, however, we have seen a shift in that mindset. Designers are incorporating more luxurious, and sometimes industrial, elements into residences, while also creating more relaxed leisure spaces in commercial offices, healthcare facilities and the like.
Homeowners want to rest in the comfort of hotel-like bedrooms with crystal chandeliers, plush bedding, additional sitting rooms and French doors as the entryway. They desire spa-inspired bathrooms that include deep, multi-jetted whirlpool tubs where they can soak and oversized showers with multiple showerheads or the ability to be transformed into a steam room. They are seeking restaurant-style kitchens equipped with eight-burner gas ranges, double ovens, wine refrigerators and dispensers, plus industrial refrigerators with front paneling that blends seamlessly with the custom cabinetry. And they want their home offices to mirror those in the corporate world, replete with the necessary built-in shelving and storage, windows that allot for plenty of natural light for the daytime and appropriate lighting options for late night work. On top of all of this, homes are being made to be as energy-efficient and technologically integrated as the latest, cutting-edge commercial buildings.
On the other side, health care buildings, corporate offices and educational facilities are adding “homey” amenities such as community-style lounge areas and additional, informal seating beyond the desk in offices and large cubicles. In addition, companies with a robust amount of space are even bringing fitness facilities to their buildings. Outdoor spaces are even being designed for employees and visitors to meet or work in these spaces. This is all happening in an effort to create welcoming spaces where the occupants can relax, stay longer and be more productive.
So what does all of this mean for the home and building products industries? It means your consumer base could be expanding exponentially (or already has), and you could be missing out on new business opportunities. Expanding your company’s client base and marketing to include both residential and commercial audiences can increase the awareness of your company within your new and existing markets. New clientele can lead to a surge in your company’s profitability overall growth, which is precisely what we all work diligently to achieve.
To learn more about branding and brand expansion, feel free to contact us at http://kleberandassociates.com/contact/. This blog was inspired by the article “At the Intersection of Commercial and Residential Design” in the February 2015 issue of Interiors & Sources.
Be honest—who would you trust more to tell you the unbiased truth about a product or service: the product’s manufacturer, or some anonymous blogger writing a review online?
If you answered the “anonymous blogger,” you aren’t alone. Today’s savvy consumers trust third-party opinion writers much more than paid advertising or brand-sponsored websites. According to Technorati’s Digital Influence Report, blogs are among the top five sources of trustworthy information, and when it comes to actually influencing purchase decisions, blogs rank #3—even higher than Facebook. In a study conducted by BlogHer, 81 percent of online consumers said they trust the advice they read in blogs, and 61 percent have made purchases based on a blogger’s recommendation.
Using Bloggers Effectively
So how can you get bloggers to write about your product? How much does it cost, and how do you know you’ll get a good return on your investment? The truth is, there are no easy answers. With 172 million Tumblr pages and nearly 79 million WordPress blogs on the web, the trick isn’t just finding a blog, it’s finding the right ones. Most blogs are very narrow in focus, which means their audiences are highly targeted (and valuable). The better a blog aligns with your brand and your product, the more likely you’ll reach the audience you’re looking for. As for the cost, there are no easy answers there either.
Bloggers have no pre-defined rate cards; there are no set standards, so the terms can vary, to say the least. Some bloggers request free product samples, while others charge thousands of dollars to sponsor a post, based on site traffic and influence. With so much consumer trust placed in third-party bloggers, however, the potential ROI should be obvious; one endorsement from a powerful blogger can wield tremendous influence with your target audience. That influence can also reach across multiple digital channels (typically, bloggers don’t just write on their own blogs, they also post opinions on Twitter, Facebook and Pinterest). In the realm of public relations, blogs definitely have the potential to be highly rewarding. It’s a tantalizing prospect—millions of websites with devoted followers looking for the next great product, ready to engage.
So what are you waiting for? We’d love to discuss how you can incorporate bloggers in your marketing, both effectively and affordably. Contact us today at firstname.lastname@example.org.
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