Marketing

Kleber & Associates Wins Platinum & Gold for Best Integrated Marketing Campaign

The Kleber and Associates PR and Advertising team is full of bright, creative and innovative individuals.  With our clients as our top priority, we strive to ensure that all of our integrated marketing campaigns are one-of-a-kind anHermes 2014 jpgd reflective of each client’s unique products and services. We don’t do it for awards; we do it because we have a commitment to give our clients the best public relations and marketing experience possible.  It also doesn’t hurt that we love what we do. Read more…

Residential Remodeling Renaissance Reveals New Trends for 2014

With the recovery of the economy, homeowners are now choosing to invest in upgrading or renewing their homes, with a particular emphasis on kitchen, bath and outdoor living spaces. According to a recentRonbow vanity Hanley Wood Survey, remodeling sales were up 10 percent, and about half of the surveyed remodelers agreed that 2014 will see continued, steady growth. This “renaissance” reveals a wide range of new home and building products trends, some aspirational, others practical and down to earth.

Green Construction, Aging-In-Place Design and Universal Design
Once considered the latest trends in residential remodeling and new construction — green construction, aging-in-place and universal design are no longer advanced thinking. Rather, these concepts are now firmly rooted in conventional wisdom. Advancement is due to increased consumer demand and better-educated, more conscientious home and building professionals, making green construction, aging-in-place and universal design now foundational architectural principles that few building projects ignore.

Craig Webb, editor-in-chief of Remodeling Magazine, said, “Manufacturers and builders are constantly getting greener and greener in the way they source materials and put up homes.”  As a result, “Energy efficiency is becoming an assumption, not an add-on.”  Recent estimates indicate that annual expenditures on green home building in the United States are approximately $36 billion, and that number is expected to double by 2016. New trends continue to develop within these disciplines at a rapid pace, let’s consider a few. Read more…

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…

Product Placement is Key to a Successful Public Relations Plan

woodtrac-rev-run-renovationHave 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, are not chosen out of the blue – 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. Read more…

Choosing the Best Indoor Projects to Enhance Your Home and Lifestyle

Welcome to the Kleber & Associates blog! Here’s the latest on Choosing the Best Indoor Projects to Enhance Your Home and Lifestyle


Considering an indoor replacement or renovation project as the summer wraps up and we head into the fall? With an array of impressive new products on the market, it’s hard to decide which project to do next.  We’d like to help you make your decision by offering a few facts about how to choose the best indoor projects to enhance your home and lifestyle, based on return on investment (ROI) and popularity.

Hy-Lite DecoGuard Window

Hy-Lite DecoGuard Window

What is the average cost for today’s home improvement project? The residential and commercial construction industry experts at Hanley Wood say, “Within three months of a home purchase, 53% of buyers undertook a home improvement project. According to the 2013 Profile of Buyers’ Home Feature Preferences by the National Association of Realtors, the typical buyer spent $4,550 on various projects.”

When considering the ROI for different types of projects, the facts show that replacement projects actually offer a better ROI than renovation, as they are frequently less expensive and look terrific immediately. “If you get new windows, new siding and replace the front door, the house looks great. It sells faster and for more money,” says Sal Alfano, editorial director of Remodeling Magazine. Additionally, there may be replacement upgrades you will need to do should you list your house for sale, why not do them now and enjoy them yourself? Whether it’s a replacement or a renovation, the indoor projects home owners experience most satisfaction with are the ones they believe are the best investment, long term.

It may come as a surprise to you to learn that very few home improvement projects actually return full value upon resale. RealestateMSN.com mentions the following three types of projects as having the best ROI: replacing exterior siding with fiber cement (av. cost $1,238, 73% ROI), a midrange attic bedroom remodel including bath with shower (av. cost $50,148, 72.5% ROI), and a midrange minor kitchen remodel (av. cost $19,588, 72.1% ROI).

Add Beauty to Your Indoor Living Space
For your next attic bedroom and bath remodel project, or your kitchen remodel project, consider the following beautiful products:

woodtrac_ceilings_man_cave

WoodTrac Ceiling

WoodTrac Ceilings. The WoodTrac® Ceiling System offers the look and feel of a custom crafted wood ceiling at an affordable price. The panels install over 9/16” or 15/16” suspended ceiling grid, allowing them to fit into most new or existing systems. There are four stock finishes to choose from, as well as three different molding profiles.

Feeney DesignRail. DesignRail® aluminum railing frame systems from Feeney are versatile and aesthetically distinctive. Made from high-strength 600-series aluminum, DesignRail is well-suited to any interior railing application and can be used with a variety of infill products.

Hy-Lite DecoGuard Window. The new decorative glass impact-resistant DecoGuard privacy window from Hy-Lite is available in a myriad of designs, and is a perfect choice for the special, design accent window in the kitchen, bath, living room or entry way. The DecoGuard privacy window provides the touch of luxury home owners love, as well as privacy and durability.

AqueductLED faucet by Altmans

Altmans Aqueduct LED Faucet

Altmans Aqueduct LED Faucet. Altmans new, affordable Aqueduct LED bathroom takes innovation to whole new level. The faucet generates its own power which means no batteries or plugs are required, so consumers know they are utilizing an energy efficient product. The high-end Aqueduct LED stimulates the LED to sense and signal water temperature. Unlike other units that have color presets, the Aqueduct’s LED temperature sensor can tell whether the water is cold or hot, and then changes the color accordingly.

Elmira Stove Works. Stunning Retro Appliances. Stunning lines and outstanding colors make Northstar appliances the perfect fit for retro, contemporary or modern kitchens. These appliances are loaded with the latest in 21st century technology; including every convenience and feature necessary for your style of cooking. Elmira Stove Works, with their Northstar collection of retro appliances, continues its commitment to innovative classics, combining the iconic look of 50’s style appliances with the modern amenities of contemporary appliances.

For more information about obtaining products for your next indoor home renovation project, please visit:

www.woodtrac.com

www.feeneyinc.com

www.hy-lite.com

www.altmansproducts.com

www.elmirastoveworks.com

www.kleberandassociates.com


Kleber & Associates is an 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.

 

 

For Gen Y, Design Counts

Welcome to the Kleber & Associates blog! Here’s for Gen Y, Design Counts.


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.

Elmira-Stove-Works-Website-Visualizer

Visit the K&A client website of Elmira Stove Works to enjoy a co-creative experience designing a new antique / retro kitchen!

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. Pinterest, 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.

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

Choosing the Best Outdoor Projects to Enhance Your Home and Lifestyle

Welcome to the Kleber & Associates blog! Here’s the latest on Choosing the Best Outdoor Projects to Enhance Your Home and Lifestyle


Sunnier skies appear to be on the horizon for homeowners, as interest rates remain low, home prices rise and the summer months hold the promise of a little extra time around the house. Whether for the purpose of adding value, enjoyment or expanded living space to the home, many homeowners are considering a wide range of indoor and outdoor projects. Making the right product decisions for the remodeling project and staying within the budget are important elements for guaranteeing complete satisfaction when the job is done.

If you choose to remodel, do your homework and carefully select your home renovation project to be sure to add value and enjoyment to your homeAccording to Katie Insogna, Vice President of Rubicon Construction Inc., kitchens and baths are typically the first spaces home owners renovate, but this type of renovation can be very expensive. “Most of our clients are looking to add more functional living space that they can use now, and know that when the house is sold the numbers will add up,” says Insogna.  “We have seen a large increase in basement renovation as well as adding outdoor living space by growing families that want to expand the footprint of their existing living area.”

Freshen Up Your Exterior Living Space
While tackling an entire basement may extend your living area, one of the most popular home replacement projects is updating the entry door.  For instant curb appeal, there is nothing like a beautiful – and durable – front entry door.

Barrington SierraFlagstaff Sierra 1 panel camber-top plank arch-topFiberglass Door.  Since your front door speaks volumes about your home, it is important to invest some time and learn about the improvements in door materials as well as the multitude of entry door designs available. According to Remodeling Magazine’s Cost vs. Value Report, steel entry doors and fiberglass entry doors are both high-value projects. Steel doors topped the list of popular exterior remodeling projects with an estimated ROI of 85.6 percent. Fiberglass doors also give homeowners a nice ROI at 65.9 percent.

Gay Pennell Payne, owner of DIY Decorating Plan, is a particular fan of fiberglass doors and the Masonite Belleville Smooth BLS- Full Lite. According to Payne, “The options for homeowners are abundant for homeowners to make a home lifestyle statement.  Many of my clients are particularly fond of the Belleville® Fiberglass 2-Panel Door Collection and the Barrington® Sierra Fiberglass 1-Panel Plank Camber Top Door. The Belleville door combines great architecture with a high-definition panel profile, while the Barrington Sierra fiberglass door is designed to complement Southwest-, Spanish- or Mediterranean-style homes and has a beautiful mahogany texture.”

Whatever you home’s architectural style, you can create the door of your dreams from a range of Masonite door and glass design options, including sidelights and transoms.  And, you will enjoy its beauty and low maintenance for years.

Outdoor Living. A popular home renovation project involves moving outside to create an outdoor living space.  Outdoor living projects add character to any property, as well as a “‘wow” factor foSeafoam Green Stainless Steel Cabinets from Danverr entertaining. There are more products, styles and choices than ever when it comes to creating a fabulous outdoor living space.

Outdoor Kitchen.  Let’s start with an outdoor kitchen – there’s no need to go out when you can invite family and friends to gather at your house for a backyard cookout or dining alfresco under the stars. Whether the goal is to build a poolside bar for entertaining, or a fully equipped kitchen for a crowd to enjoy; an outdoor kitchen has been proven to add value and fun to the family home.

“Now, more than ever, we are seeing homeowners getting excited about designing their outdoor kitchens.  They want choices and ways to make the “look” their own,” said Mitch Slater, president and founder of Danver Stainless Outdoor Kitchens. “They love powder coat finishes in faux wood and a myriad of custom colors—these allow designers to create a luxurious look with little to no maintenance.”

Pergola-Flat-Rd-Canopy-CArchitectural Structures. Another way to make your outdoor space more inviting is to add an outdoor structure.  Many homeowners opt to have an extension of their indoor living or family rooms continue outdoors.  Pergolas, gazebos and arbors are a great way to add architectural interest and charm to your space; and, they add shelter to your outdoor kitchen and dining area.

In fact, Walpole PVC pergolas are available with retractable fabric canopies to provide shade and shelter when the weather changes.  By covering the space and furnishing it with stylish and comfortable furniture pieces, you can invite guests to relax outdoors, rain or shine.

“With today’s busy lifestyles, now more than ever people want to create spaces for relaxation with family and friends. A commanding outdoor presence as an entranceway, or outdoor room, a Walpole PVC pergola adds sophistication and charm to any home,” said Lou Maglio, president of Walpole Outdoors.  “In addition to our pergola kits, which are easy to install, we offer custom designed pergolas for special installations.”

Railing Infill. For that special view from the deck, homeowners may want to look at replacing their current wood picket railing with a stylish and durable alternative – CableRail infill. One look at CableRail steel cable assemblies by Feeney will make a homeowner a true believer in a minimalist design statement. Available in an array of standard and custom fabricated stainless steel cable assemblies, CableRail by Feeney is made of weatherproof, 316-grade stainless steel with an assortment of attachment hardware options.  It is a low-maintenance, environmentally friendly, and visually unobtrusive alternative to commonly used wooden or metal picket infill.

According to Katrina Ralston, president of Feeney, “CableRail infill is the greatest infill product and yet many people are unaware of its versatility, durability, strength and virtual invisibility.  From coast to coast, homeowners are excited to be able to enjoy their view and contractors love the easy installation.”

For more information about obtaining products for your next home renovation project, please visit:

www.danver.com

www.feeneyinc.com

www.masonite.com

www.walpoleoutdoors.com

Next month, Kleber & Associates will explore interior replacement and renovation projects on Marketing Home Products that add value and enjoyment to your indoor living.

Learning from Sub-Zero Wolf and Wall Street

Welcome to the Kleber & Associates blog! Here’s the latest on Learning from Sub-Zero Wolf and Wall Street


This month, Kleber & Associates was thrilled to launch the Grand Opening Ribbon Cutting of the new Atlanta flagship Sub-Zero and Wolf Appliance $4 million showroom. Enveloped in sprawling floor-to-ceiling windows, the 11,000 square foot state of the art facility is equipped with a live demo kitchen, advanced audiovisual training and a large lifestyle area featuring a live fire pit, wine grotto and private dining room. As industry leaders in refrigeration, wine storage and cooking equipment, the expansive showcase does much more than display the latest Sub-Zero and Wolf products. It is truly a destination for designers, architects and homeowners to gather and gain inspiration for one of the most important rooms of the home.

The S&P Homebuilding Stocks index is now up 43% this year… 125% above its October low. In fact MDC, Standard Pacific and Beazer Homes this past week reported combined over 2,000 homes closed in Q1, up from some 1,500 year-over-year. What’s more, new orders for the trio were up 1,000 from a year earlier!

It’s safe to say that when so much convincing evidence is being leveraged from the biggest and brightest in the space, our channel is clearly well on its way to increasing traction. It would be our pleasure to discuss your unique opportunities to drive success, as we near PCBC next month!

Keys are so… 2011

Welcome to the Kleber & Associates blog! Keys are so… 2011.  Here’s the latest.


Earlier this year, Google introduced Google Wallet, a revolutionary way to pay for items using Near Field Communication (NFC) to turn your smartphone into your wallet. But Google’s not the only one turning smartphones into something more powerful.

Blackberry announced that starting in 2012 several of its phones will be equipped with NFC technology similar to that used by doors that are unlocked by tapping cards to a card reader.

Image source: Geek.com

So instead of using a card to get into your apartment building or office, you’ll just need your smartphone. Blackberry says this will create an extra layer of security by allowing users to set a PIN on their phone that must be entered after the door has “scanned” their device. Preventing thieves from being able to access your home by stealing your card, they would now have to figure out your PIN, too.

There’s no word yet on whether other phone manufacturers will start adding similar features to future phone models, but with NFC technology already being explored by other manufacturers (again, think Google Wallet), it seems to be a logical progression of events. This could have major implications for both door and door lock manufacturers and security companies. If home security via smartphone is the way of the future, doors that come standard with this technology and integrate into the home’s security system could be a very real possibility. And why stop at the front door? Could we see security system keypads replaced by an NFC receiver? Or perhaps a security system that detects when an NFC-enabled device goes out of a home’s range and automatically arms the system? Smartphones already touch many parts of our lives, and soon they will change the way we think about home security.

Marketers Look to Children’s Books for Inspiration

Welcome to the Kleber & Associates blog! Marketers Look to Children’s Books for Inspiration.  Here’s the latest.


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.