Kleber & Associates (K&A), an Atlanta-based integrated marketing and communications firm specializing in the home and commercial building products channel, has been chosen as the public relations and social media agency  for the International Woodworking Fair (IWF). Now responsible for expanding brand awareness of the IWF event through media relations and online communications, K&A will head up these initiatives in an effort to promote and grow awareness of this bi-annual event.

“Recently, we have felt a need to expand  our reach into new business sectors,” said Michael Burdis, IWF 2012 Chairman and President of James L. Taylor Manufacturing Company, “With their experience in the building industry; Kleber & Associates was an excellent choice.”

IWF strives to be the tradeshow where industry leaders can find the latest innovative products, machinery, materials and design. IWF 2012 will be held August 22-25, 2012 in Atlanta, Georgia USA at the Georgia World Congress Center.

“We are very excited to begin our work with IWF,” said Steve Kleber, president and owner of K&A. “Especially as the company plans to introduce new products and designs for their 2012 event in the months to come, K&A is honored to be entrusted with the task to help build the IWF brand through public relations and social media.”

About IWF- International Woodworking Fair

The largest woodworking technology trade show in the Western hemisphere is held every other year at the Georgia World Congress Center in Atlanta, GA, and is ranked among the largest trade shows in the world. Recognized around the world as the pre-eminent event for introducing and selling manufacturing equipment, supplies and innovative new technology, IWF attracts visitors from every level of the industry and over eighty countries and all fifty states.  For more information about the International Woodworking Fair, go online to www.iwfatlanta.com, or call 404-693-8333.

New Client Partners Leverage Agency’s Interactive and Broadcast Initiatives

ATLANTA (October 2011) – Kleber & Associates (K&A), an Atlanta-based integrated marketing and communications firm specializing in the home and commercial building products channel, recently announced its latest client partnerships: On The House, a national radio show hosted by the Carey Brothers, and Cadreas, an online community that aggregates and organizes critical content from and for all construction project participants.

The expansion of K&A’s Media Integration Division provides its current clients the opportunity to cross-promote their products and services across new broadcast and interactive platforms.

“Specializing in home and building products, it was a logical progression to expand K&A’s resume to include clients who also specialize in this industry channel,” said Steven Kleber, president and founder of K&A.

The agency’s partnership with On The House will primarily include external communication support and design.

“Steve and the K&A team are constant sources of information and energy in the home and building market,” said James Carey, co-host of On The House. “My brother, Morris, and I are pleased to be working with them in a strategic partnership as we combine our mutual passions for industry growth and community.”

The Carey brothers share their 55+ years of experience as award-winning, licensed contractors with millions of people nationwide through a weekly radio program and syndicated newspaper column, both titled On The House. The Carey Brothers’ Associated Press syndicated newspaper column, four-hour radio broadcast and daily radio vignette offer audiences money-saving tips on building, remodeling and repairing homes.

K&A will also play an integral role in growing Cadreas’ online brand presence, providing a marketing strategy and assisting with social media efforts.

Being a source for all data needed for improving design and building project outcomes, Cadreas offers these amenities via a well-organized and easily searchable database on one website with tools that improve the value of the content.

“In today’s economy, it’s crucial to have a strategic marketing partner who knows how to reach our target audiences,” said Steve Goold, vice president of Cadreas. “We chose to launch our partnership with K&A because of their extensive marketing experience, industry knowledge and reputation in the promotion of aspirational home product brands.”

“I’m thrilled about our partnerships with both On The House and Cadreas,” commented Steven Kleber. “Both offer unique perspectives and opportunities to connect those in our industry for a greater good. As an agency, we aim to help promote and grow awareness of both brands.”

About Kleber & Associates
Kleber & Associates focuses on brand development for clients in the home and commercial building products marketplace. An independent agency with more than 24 years of measurable results, K&A is committed to providing its clients with everyday marketing value while maximizing their marketing return on investment. For more information, please visit www.kleberandassociates.com or call 770-518-1000.

About On The House With The Carey Bros.

James Carey and Morris Carey, known as the Carey Bros., are nationally-recognized experts on home building and renovation. They share their 55+ years of experience as award-winning, licensed contractors with millions of people nationwide through a weekly radio program and syndicated newspaper column both titled On The House.  For more information, please visit www.onthehouse.com.

About Cadreas

Cadreas is the design and building industry’s online community. Cadreas aggregates and organizes critical content from and for all construction project participants: manufacturers; distributors; retailers; design companies; build companies; property owners; property managers; developers; trade, green and award associations; municipalities; utilities; and service providers such as banks, insurance companies, appraisers and inspectors. For more information, please visit www.cadreas.com.

###

Remember when we talked about the facial expression reader, an application that collects data about a participant’s facial expressions when watching video ads? Marketers are speculating that this technology – facial recognition – could be the next big thing in marketing. Imagine if experiences were customized based on how you look when reacting to something? If you doubt this clever technology, think about this: some say that facial recognition is already woven into our everyday lives. Take Facebook, for example, which uses facial recognition to automate tagging when photographs are loaded onto the site.

This technology can be leveraged in other ways, too. Studies have shown that when faced with too many choices, buyers will gravitate toward familiar sources. Marketers can use this to their advantage by gaining successful marketing results.

Consider these examples of situations that, when outfitted with facial recognition, could offer consumers convenience:

1. Ditch the password and login to social platforms by simply using your face. Just a glance to your computer’s camera, and you’re in.
2. Walk into a coffee shop, and the barista already knows what you want based on past visits and what you look like.
3. Receive a coupon for instant use on your mobile device when you enter a favorite retail location.
4. Turn on the television and receive a playlist of suggestions based on past use.
5. Login to video games and begin playing spontaneously.

Although most consider facial recognition scary (hello privacy!), marketers can’t get past the myriad of possibilities, especially the chance to get to know their customers on a deeper level.

What do you think? Is facial recognition a complete invasion of privacy, or is it a chance to help consumers develop a personal relationship with their favorite brands?

Why look at an advertisement when you can smell, feel or taste the product? Feeling the need to work out of the box, advertisers now consider experiential advertising more effective and eye (or nose or mouth)- catching than a simple print ad. A few months ago, I wrote about Absolut vodka advertising in bus shelters, posing as faux-bars and providing a colorful and mouth-watering wait for riders. And there’s a billboard in North Carolina that actually smells like steak, triggering the senses of those riding by to crave some serious meat for dinner.

The latest company to embrace these off-the-page advertising ideas is Frito-Lay. In a time where consumers are increasingly concerned about where their food comes from and how it is prepared, Frito-Lay demonstrated the wholesomeness of its all natural products in the middle of Times Square last month. Set up with a fully functional Flavor Kitchen above the Hard Rock marquee, Frito-Lay Executive Chef Stephen Kalil, along with numerous guest and celebrity chefs, spent a week showcasing the natural ingredients that inspire and compliment Frito-Lay products. The event was broadcast on video boards in Times Square and on the Frito-Lay Facebook page.

In addition to the Flavor Kitchen, Frito-Lay is embracing several other non-traditional advertising outlets to engage their customers in conversations about all natural snack foods including a culinary web series, integration with the popular Zynga game Farmville, QR codes, and on-package bar codes. Frito-Lay saw customers respond positively to its Times Square event – in just 24 hours, the company’s Facebook page had 1.5 million new fans.

Also using Times Square as its promotional platform is Milk-Bone, when last year, to celebrate its 100^th anniversary, the company built a giant dog house in the middle of Times Square. The 480 square foot building was covered in 100,000 dog treats and housed a variety of activities for dog lovers including a pet psychic, pet palm readings, dancing dog demonstrations, and celebrity appearances. The event kicked off Milk-Bone’s 14 city tour and nationwide Milk-Bone Moments contest encouraging people to submit pictures and video of their favorite pet.

With events like these becoming more popular, companies are challenged to create campaigns that are increasingly attention worthy. Consumers want to be engaged by the advertisement, and they respond to campaigns that stand out from the norm.

What do you think of promotional events like the Frito-Lay and Milk-Bone events in Times Square? Have you ever responded to a similar campaign by watching a company’s videos, liking their Facebook page, or attending the event?

Each year, our PR team travels to New York City to meet with prominent editors of top industry and shelter publications to showcase our clients’ newest products and initiatives, as well as overall industry trends.

This past week, Jordan, Laura and Shawn met with editors from publications such as House Beautiful, Better Homes & Gardens, Architectural Digest, Country Living, Traditional Home and Kitchen & Bath Business. They also hosted a blogger luncheon, including Sean Sullivan, Associate Publisher of House Beautiful, Jean Nayar the founder of The Happy Home Workshop blog, and Robin Wilson founder of Robin Wilson Home.

Check out our Facebook page for more photos from the trip!

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?

Starbucks revealed its new logo last week, removing the words “Starbucks” and “coffee” from its iconic green and black mermaid logo.  Is there something to be said for logos that can stand on their own? With this move, Starbucks is saying that its green mermaid symbol is distinguished enough by consumers that they will recognize the coffee giant without the company name.

This isn’t uncommon for companies to trust their brand identity solely on a logo.  Pepsi dropped the name from its logo during a recent logo redesign. And both Apple and Nike allow their symbols to speak for themselves.  Apple’s silver apple and Nike’s swoosh stand on their own as symbols of their respective company’s products, brand promise, and altogether corporation identity.

However, I can’t talk about logo changes without the recent Gap logo debacle going unmentioned.  The clothing store’s logo was drastically changed from its traditional navy blue logo to a more modern and updated logo. Gap executives possibly wanted to modernize their logo, but the new design was not well-received.  Immense complaints from consumers about their distaste for the new logo filled Gap’s Facebook and Twitter sites.  Within days, the new logo was out, and the old logo was back in.

Why did Gap’s logo redesign fail? Simple psychology says that people aren’t big on change, and the new Gap logo was not only poorly-made (some would argue), but it was vastly different from the old logo and may have been too much for the public to handle.  Starbucks’ new logo, which will go into effect in March to celebrate the company’s 40^th anniversary, still has the same green coloring as the old logo and the same mermaid image.  Aesthetically, the design changes are minor, and therefore could be slight enough that the public will be satisfied with the modifications.

Logo redesign worked for Pepsi and failed for Gap; will the Starbucks mermaid be recognizable enough without the company name? They’re definitely counting on it.

“Chaos is inherent in all compounded things. Strive on with diligence.” [Buddha]

During this decade, we’ve found ourselves exposed to incredible challenges, as both a society and an economy. Our markets, fortunes and wellbeing have been a lot like eating shellfish: what goes down…can come back up.

In the last year, the signs of economic recovery are certainly clear, though measured. Factories and inventories are operating closer to pre-recession levels, homebuilding numbers are rising and we’ve had a third straight quarter of expanding GDP. The economy’s rebound has even caught the attention of Berkshire Hathaway’s Warren Buffet who, with a significant exposure to home product brands, said recently, “I see our businesses coming back almost across the board.”

Many people consider this past decade the worst ever and perhaps it has been a bit of a downer, but not without significant triumphs. Look no further than the Green movement and the awareness raised for sustainable living for an example of progress. Technology has made incredible leaps as well. (What cell phone were you using in 1999?!) And, of course no decade recap would be complete without noting the rise of everyone’s favorite buzz word: social media.

In fact, I believe social media to be the single most exciting innovation of the decade. Never before have individuals held such connectivity. With the ability to make your voice heard comes significant power, as an individual, consumer, business or marketer. Now more than ever before, if what you’re saying matters, you will be heard.

In more recent news, we have experienced the best September in the stock market in 71 years and many signs are pointing to a more widespread economic stabilization. While the recovery will be measured in pace, it will also be predicated on sustainable practices, manageable consumption trends, and improved business efficiency. The pitfalls of this decade have tested us, but they have also made us resilient. We’ve been forced to become more innovative, more balanced, and most definitely, more humble.

Check out other responses to this week’s Let’s Blog off topic, Is there a reason to be optimistic?, here: www.letsblogoff.com.

Many companies can, quite easily, describe their brand and what it stands for.  These descriptions, however, can become too long to be effective.  Is it possible to describe your brand in less than a minute? What about 30 seconds? In a post discussing the importance of keeping your “elevator pitch” short and sweet, Michael Gass provides a few tips for selling your most valuable assets here.

I gave my two cents a couple months ago when asked to be a guest blogger on 1-to-1 Media. Here’s my take on the challenge:

The Right Elevator Pitch Gives Your Brand a Lift

The average elevator ride is 30 seconds. Even in the Empire State Building it is possible to ride from the lobby to the 80th floor in 45 seconds. That’s plenty of time to send a quick message on your iPhone or finish half of the overpriced, large nonfat, no whip, caramel latte. But is it enough time to deliver a strong, concise brand pitch to a potential business partner? It should be.

Whether you’re trying to promote your brand, interest a customer in your services, or grab the attention of a reporter, having a strong elevator pitch is critical to a company’s success. Like its name implies, an elevator pitch can be delivered in the time it takes to share an elevator ride with a prospect. For this reason it’s important to not think of your pitch as a traditional speech resulting in a signed contract and round of applause. Instead, it serves as an engaging jumpstart for an ongoing dialogue of indefinite length. Then, the quality of your compelling content can close the deal for you.

Below are five tips for creating an effective elevator hook:

Include the three pitch essentials:
It must contain the benefit that is most important to your audience, be specifically tailored to meet the needs and solve the pain points for your audience, and contain emotional appeal, since emotion is often remembered even when intellectual information and facts have been forgotten.

Determine your unique selling proposition:
Competition is inevitable for every company. Separating your brand from the pack is what creates the bulk of the hook. “I own a marketing company” doesn’t hold a candle to “I own a marketing company that has more than 20 years of proven success in positioning homebuilding and remodeling products as industry leaders.” Don’t be afraid to let them know how and why you are different, and why your unique capabilities will turn into an opportunity for them.

Embrace simplicity:
Avoid the Walt Whitman approach to writing and keep it simple. Time is precious, both yours and your audience’s, so respect that and only hit the highlights.

Keep it fresh:
Even after the perfect pitch is developed, your job is not over. Savvy businesses grow and change, and your pitch must follow suit. As your audience’s needs and expectations change, make sure you change the way you speak about your business. The language of your pitch, your approach, and what you choose to highlight for a particular audience must change over time.

Practice makes perfect:
The perfect concise, emotional, unique, and simple pitch is created. Congratulations! Now it’s time to practice it. Distribute the pitch to your entire team. It’s a great brand refresher for everyone. Since each pitch should be unique, memorizing the pitch is often not the best approach, but knowing the key messages inside and out ensures brand consistency and effectiveness.

This form of pitch is an ace in your pocket, and one of the most versatile messaging tools a company can have. Next time you find yourself in an elevator with a prospective client, instead of passing the time idling, you will be ready.