What types of marketing techniques will really help your product stand out?  A recent article, “Pat the Bunny-It Can Help Your Agency,” gives us some insight on why stepping outside of the box is a great option for marketers.  Trying to gain the attention of a child is no easy task.  Children’s book authors and illustrators have the daunting task of creating something that will keep a child’s focus for more than two minutes.  “Pat the Bunny” is a popular children’s book that allows for an interactive experience, engaging children through their sense of touch.

Similarly, Dr. Seuss used vivid imagery to attract the attention of young children.  The bright colors and unique illustrations in his books can bring excitement to any child’s face.  So what does this have to do with marketers today?  Gaining the attention of a prospective client requires more than just words on a screen.  Much like children, audiences want to see something that stimulates their senses.  Marketers want their products to be remembered.  By simply adding an image or video to an email, you create a visually appealing experience for the viewer.  Add some creativity to those emails that may otherwise be overlooked… you may even create a long lasting impression on your clients.

Citigroup calls it the “Consumer Hourglass Theory.” Others cite a “trading up, trading down” trend. No matter the label, America’s swiftly evolving consumer markets have created a fairly distinguishable divide.  And to win in this economy, you’re going to need to do it without the middle class.

Luxury jeweler Tiffany & Co. saw a 33% rise in earnings during its second fiscal quarter and as reported by the Wall Street Journal, “lower-priced silver baubles, once a favorite of middle-class shoppers… are now its weakest sellers in the U.S.” What’s more, Porsche sales management claimed “the highest order intake in the company’s history” and predicts that the numbers will climb higher still. Similarly, BMW and Mercedes-Benz executives reported positive sales, with no indication that demand may slow. And luxury retailer Saks promoted that sales for the first half of this year were up 11% and announced a return to profitability with great resiliency on the part of the affluent consumer.

So is the secret to success as simple as chasing the high-end target market? Not so fast.

Consider Dollar General and web discounters who attract value conscious consumers, capitalizing on the gap between the “haves” and “have nots” Even power player WalMart is mired in the middle. Have you seen the new Walgreens drugstore on Wall Street that sells sushi and offers nail salon services or visited a Costco that serves as a one-stop shop for both bulk pack toilet paper and a bottle of first-growth Bordeaux? Proctor & Gamble, for example, saw how shoppers’ habits were changing, and fundamentally changed how it develops and sells product. The company’s strategy now is to please both high-end and lower-end markets by offering home goods such as soap, toothpaste, razors and paper towels through distinctly price-differentiated brands.

The popularity of Target's new Missoni collection introduction crashed its servers last week. Photo credit: Paul Nelson

At K&A, we’re seeing a considerable and distinct balance between opposite ends of the buyers’ market. There’s a bifurcation taking place in the U.S. whereas the clout of the middle class is seriously diminishing. Just this past week at the Casual Market show in Chicago, we witnessed higher end products and low price alternatives co-existing within the same experiential event… appealing not to the middle-of-the-road consumer, but instead to shoppers at one end of the spectrum and the other. Take EcoSmart and Eco-Fue, two brands represented at Casual Market. Both introduced new Bioethanol fireplaces. EcoSmart’s high price-point fireplace carries a suggested retail of around $1000 while Eco-Fue markets to a more price-conscious consumer with burners starting at $75. Both brands keenly recognize and are taking advantage of the split market phenomena, manufacturing profitable products to meet increasing demand at both ends of the economy.

While median household earnings fell for the third consecutive year according to the Census Bureau and more than 15% of Americans are living in poverty, consider that…

• Luxury clothing and accessories purchases are demonstrating significant strength this year compared to a similar time period last year, according to  American Express Business Insights
• Custom residential markets seem to be recovering faster than other types of housing with Southern California rising for the first time in some 14 months.
• Luxury markets are experiencing greater stability and are demonstrating stronger numbers than other entry-level segments
• Home sizes may be growing slightly, as 60% of residential architects say upper-end home sizes are increasing or staying the same

Most Millennials are old souls striving for a successful, yet carefree existence not easily found in what many would call a difficult reality.

According to MediaPost’s “’90s Nostalgia: Millennials Long for Simpler Times,” by Melanie Shreffler, Millennials surprisingly long for the past… a time when they felt safe and secure. According to Shreffler, these were the “good old days.” For many, it’s hard to think that Millennials have anything less than a privileged life, but it’s quite the opposite. Millennials have spent most of their lives believing that they can do just about anything, an idea that their teachers, parents and friends instilled in them. But this group of mostly 20-somethings is learning that not everything is picture perfect.

Millennials are becoming adults in one of the worst economic slumps the U.S. has seen in decades. Instead of seeing the light at the end of a long tunnel of hard work, many Millennials are finding themselves unemployed. Many of them can’t even find their first job and are working for little or nothing just to gain experience for their resumes. Frequently feeling stressed and anxious, many are afraid to make their next move for fear that it will be the wrong one.

90s show "All That" brings back memories for Millennials

It’s no surprise that now Millennials are gravitating toward activities that bring them back to their childhood and youth – a time when everything was easy. They’re finding comfort in things that transport them back to that time, including indulging in television shows that make them feel as carefree as when they watched it for the first time. Stations like Nickelodeon have picked on this need. The network recently introduced a midnight programming block called “The ‘90s Are All That!” airing programs that were favorites of Millennials a decade ago. MTV is making a similar move by bringing back some of its more popular ‘90s shows with minor updates, including Beavis and Butthead and 120 Minutes.

Others have deemed a comeback for the decade, which is nice for the 20-something Millennials who are stuck between childhood and adulthood. Will going back in time give them the motivation to grow up?

And how do these trips down memory lane affect marketing initiatives aimed at the influential Millennial generation?

Millenials tend to gravitate toward products that present a great brand experience through design. Whether it’s packaging or a really great logo, interesting and different products sell to more than just Millenials, according to MediaPost’s Engage: Gen Y.

The popularity of design-focused blogs like Design*Sponge and Apartment Therapy and TV Shows like Design Star suggest that there is a Gen Y ethos around design that brands should really pay attention to when thinking about new products, services or experiences. Although design may not be important to some, Gen Y is always on the lookout for the next big thing. Successful design embraces some of these philosophies:

1. Customization through self-expression. Gen Ys are instantly attracted to products and services that are highly customizable, unique and different. Think about the popularity of vintage—older products with history that can easily be modified to fit an individual’s style. Products that allow storytelling are highly coveted in a Gen Y’s mind.
2. Share this. Millenials are technology junkies who like to share everything. Gen Ys are social bees that crave co-creation and participation of a brand. Likewise, Millenials enjoy sharing their ideas with others. Pintrest, a virtual bulletin board that allows users to organize and share beautiful things found on the web, is a perfect example of Millenials’ need to document and share their lives.
3. Millenials aren’t always fast and furious. Not all things need to be about speed and surprise, including relationships with family and friends. In this crazy busy life, Gen Ys need to be reminded to slow down. Even though many relationships are created and maintained online, most Millenials actually cherish human relationships and interaction, face-to-face and virtually. Although a lunch or coffee date is nearly impossible when a Gen Y is busy, apps like Words with Friends enable real interactions that simulate these experiences.
4. Gen Ys have a good side. Despite what you may think, most Millennials are caring when it comes to socially conscious brands. Brands that embrace this philosophy are top of mind for most Gen Ys. TOMS shoes is a perfect example of a brand doing great things. For one pair of shoes purchased, the organization donates a pair of shoes to a child in need.

Cool brands that have distinct design simply sell. Although many Millenials may be skeptical, great design can grab their attention in an instant.

Last week’s KBIS show seemed decked out in black and white, as many exhibiting brands strategically posted barcodes for instant access to online information. I’ve written about QR codes before, but feel the need to tackle the subject again, as their use is becoming much more widespread in our industry.

Imagine not having to manually key text in to your phone to get online.

Thanks to Quick Response, or QR, codes, users can connect to the internet much faster and without typing the text in.

QR codes are basically high speed barcodes. Unlike normal barcodes, they are black matrixes arranged in a square pattern on a white background.

QRs connect to the internet when scanned with a smartphone. The phone must be equipped with a camera and appropriate QR code reader application. The information encoded can be text, URL or other data.

These two-dimensional codes are great for making marketing campaigns unique. QR codes can be printed on any type of marketing material and make information online more accessible.

A recent American Printer article called “QR Codes 101” gave tips on how to properly execute QR codes in marketing plans.

Here are a few of those tips:

1. Test, test and test

You don’t want your customers to have a bad experience with QR codes on your material. Test    codes with several mobile devices to make sure that they work.

2. Make it easy

Many consumers may not know what QR codes are or how to use them. Have descriptive instructions in your marketing, but keep them user-friendly.

3. Consider size

The more data encoded on the code, the higher the pixel count. Too much data means that the mobile reader can’t resolve the code. Keep your codes simple.

For more details about QR codes and more tips on how to crack their usage, definitely read “QR Codes 101”. Perhaps, one day all marketing campaigns will include these “2-D sensations.” For now, your business could be ahead of the game!

*Check back for our recap of this year’s Kitchen & Bath Industry Show

JC Penney has recently redesigned its logo in an attempt to modernize and reinvigorate the brand. The change comes about a month after the company’s recent announcement to downsize, a decision which means closing six under-performing department stores, scaling down its catalog and consolidating its call centers.

The company hopes that some rebranding may be able to help its image. Daphne Avila, senior manager of corporate communications for JC Penney stated that, “We’re trying to be able to attract a new and younger customer.”

In order to go after this younger demographic, JC Penney says it will be focusing more on social media through promotional Twitter and Facebook campaigns.

The brand has already demonstrated that it’s taking this push for a new direction seriously, and it seems to be paying off. With the company’s new acquisition of exclusive brands like Liz Claiborne, JC Penney has been able to attract new customers and help its bottom line; it is already showing a 36% profit increase for last quarter. The major retailer has also expanded its product line to include European clothing from MG by Mango, a move aimed at remaining competitive throughout evolving clothing trends.

In the quest for reinventing a company’s image, JC Penney is certainly not alone; however, considering the recent trend of other companies that have tried and failed, it is certainly a risky decision.

Several months ago, the GAP announced its intention to redesign its logo, only to be met with harsh criticism, which led the company to ultimately revert back to its previous logo.  Starbucks Coffee recently experienced the exact same thing, as they announced earlier this year that they planned to drastically alter the company’s logo, removing the words “Starbucks Coffee” from the image entirely… a decision that has been met with a public outcry of disapproval.

Hoping to avoid a similar fate, JC Penney did a lot of research in order to gauge customer approval of the new design. Only time will tell if the changes will be well-received, but since psychology suggests that people are generally resistant to change, it may be an uphill battle.

For quite some time, I’ve had a running list on Twitter of home and building products, experts and influencers. This gives me a quick reference to a specialized group of people and brands that focus completely on the home. When managed correctly, brands can take on their own personality within social media platforms just as well as individuals can. I’ve listed what I consider some of the most active and engaging brands here, but would love to hear your thoughts and add to the list. What are your favorite home brands to follow?

1.   Hafele (@hafeleamerica) – Cabinet, door, furniture and kitchen hardware

2.   Pella (@Pella_News) – Windows and doors

3.   Rinnai (@Rinnai) – Energy efficient water heating appliances

4.   WarmlyYours (@WarmlyYours) – Radiant floor heating

5.   Amtico International (@AmticoFlooring)

6.   DANVER (@outdoorkitchns) – Stainless steel cabinetry for outdoor kitchens

7.   Dacor Appliances (@DacorKitchen) – Luxury kitchen appliances

8.   YKK AP (@YKKAPAmerica) – Aluminum building products and wall systems

9.   Teragren Bamboo (@Teragren) – Bamboo flooring, countertops and panels

10.   Elmira (@ElmiraStoves) – Retro and antique appliances

11.   WoodTrac (@Wood_Trac) – Unique ceiling systems

12.   Crown Point Cabinetry (@crwnptcabinetry) – Custom, handcrafted cabinetry (The company also often uses Carlisle Wide Plank Floors (@CarlisleFloor) wood to build its products.)

13.   Gerber (@GerberPlumbing) – The plumbers’ brand for plumbing fixtures and faucets

14.   Columbia Forest Products (@PureBond) – Hardwood plywood technology

15.   ThermaSol Steam (@thermasol) – Steam showers

16.   IceStone (@IceStoneLLC) – Recycled glass and cement surfaces

17.   Hy-Lite / U.S. Block (@HyLite_Windows) – Block windows and decorative glass

18.   KraftMaid Cabinetry (@KraftMaid) – Semi-custom cabinetry

19.   Native Trails (@Native_Trails) – Artisan crafted sinks and tubs

20.   Nichiha (@nichiha) – Fiber cement siding

Follow me on Twitter @stevekleber

Journaling has always been a popular hobby among those who need a way to escape our busy world. A tradition spanning hundreds of years, journaling used to be a private matter where deep, dark secrets were kept in handwritten diaries… locked and hidden away from others. Today, personal blogs often replace diaries, with many bloggers opening up about their personal lives on a daily basis in favor of self-promotion. And they’re seeing major success. 

Its flexibility and freedom allow blogs to be focused on just about anything – from style to parenthood to home design. Some have even turned blogging into a career. Others have capitalized on the success by leveraging themselves in industries difficult to enter.

• Scott Schuman is a blogger who’s seen success in more ways than one. His blog, The Sartorialist, began as merely a hobby: one man capturing street style in New York City. It now has more than a million views per month and has created fame and opportunity that Schuman never expected. Now with a book under his belt and a definitive place in the fashion industry, he travels all over the world capturing photos of unique individuals that leave readers begging for more.

• A former web designer, Heather Armstrong is currently living large. Her highly successful and often debated personal blog, Dooce, covers everything from postpartum depression and having kids to her former religion, Mormonism. Readers are drawn to her sarcastic tone and opinionated attitude as she reveals the truths of life through her daily rants that often result in hate mail. Dooce has brought so much success for Armstrong and her family that she and her husband run the site full-time. She often speaks at events across the country and has been featured endlessly online and in magazines.

• A blog focused on home design and creativity, Design*Sponge is another site that started as a hobby, but turned into much more. Created as a portfolio piece for aspiring writer Grace Bonney, Design*Sponge got the recognition it deserved early on with a feature in the New York Times. Since then, it has become a constant source of inspiration for its diverse readers. Like many others, Bonney is now blogging full-time as she coaches others aspiring to start their own business.

In the digital realm, blogging is proving to be more than just a favorite pastime. With many successful blogs bringing in thousands of readers per day, businesses and individuals alike are recognizing the benefits of regular blogging as a form of self-promotion. Why not spread your message, knowledge or services through an outlet not traditionally thought of as advertising. Hey… it could even turn into a career.

Every company’s goal is to get its brand noticed by its target audience. But with so many brands out there, a new trend in brand awareness is surfacing: Less is More.

Apple is a perfect example, as its products have become very streamlined and modern while keeping a minimalist design. The logo has also illustrated minimalism, as Apple’s first logo was shown in a scene with Isaac Newton, and has since progressed to a simple, clean, silver apple.  When viewing the storefront of an Apple store, there is no “Apple” or “Mac” title on the storefront; it’s just the logo.  Similarly, Shell Gasoline eliminated the company name from its logo and has since gone with the iconic seashell shape.  This is synonymous with the minimalist aesthetic, but also displays how the title of the company is simply not needed. Apple’s target market recognizes the brand immediately upon seeing that silver apple logo.

A few days ago, we wrote about Starbuck’s logo redesign.  This is just another example of “less is more.” Starbucks is identifying its brand not by its name, but by the mermaid that is now the entirety of the logo. By removing the “Coffee” from the logo, the company could have the opportunity to expand its product line and feature more than just coffee and tea. This has already become apparent with Starbucks offering different items for sale in its shops, such as CDs and apparel.

What other companies should possibly look at brand and logo minimalization?  Only time will tell, but we do know that, for Apple and Starbucks, less certainly means more.

For many, the light at the end of the tunnel is upon us! For anyone who does not have AT&T as their cell phone provider and has clamored for an iPhone, the wait is over.

Starting February 10, the iPhone 4 will be available through Verizon Wireless, as Apple ends its exclusive deal that has been in place since 2007 with AT&T to offer the popular smartphone.

Apple will unveil some new features in the Verizon iPhone, such as a faster network and a mini Wi-Fi hotspot, which can connect up to five nearby devices.

The phone will be available to qualified Verizon customers on the Web a week early, then the main public will have access to the iPhone on the February 10^th dropdate.

What do you think: Smart move on AT&T’s part, or poor choice in losing brand leverage?
Verizon customers: Are you getting in line?