Tips, tricks, news & other wisdom from the team at Inspire.
There’s a question that we regularly get from our clients and other independent kitchen retailers:
How do we compete with the national brands?
It’s not an easy question to answer.
After all, national brands have millions to throw at advertising, plastering themselves all over TV, radio, newspapers and billboards. So what chance have you really got?
Well, you’ve got more hope than you’d think, especially when you deploy the independent kitchen retailer’s secret weapon.
I’ve said it before, and I’ll say it again too:
In 2022, Google is vital to successfully marketing a kitchen business.
Maybe a few years ago, you’d have been able to get away without using Google. But, if you’re serious about growing your business beyond word of mouth and your immediate circle, it’s now essential.
The question is: how do you crack it, especially when competing with the big brands?
It’s all systems go here as we prepare for kbb Birmingham this weekend.
After a couple of years stuck behind screens, we’re really looking forward to getting out there, talking to independent kitchen retailers, and helping them improve their marketing, generate more leads and win more business.
And what I’d love to know is: are you coming to the show?
If you've got plans and goals for 2022, chances are you're keen to hit the ground running this month.
You've probably got a strategy all mapped out for how you're going to get the customers you need this year (if you haven't, hit reply and we'll be happy to assist).
So, I’ll share something with you that isn't really part of a long-term marketing strategy.
We’re already halfway through January.
Before you know it, we’ll be seeing pictures of Cupid as Valentine’s Day rolls around. And it won’t be long after that before the temptation of Creme Eggs rears its ugly head.
Time moves fast, and if you don’t move with it, the chances are you’re not going to achieve all you want to this year.
I did a fair amount of reflecting over the festive break.
I thought a lot about the year we’d just had – what went right, what went wrong, what we’d do differently with that time again.
But I thought even more about the year that we’re right on the cusp of - 2022.
This time of the year is an obvious time to think things through and make plans. That’s why so many people make New Year’s resolutions and decide on big goals for the year ahead.
From speaking to several of our KBB clients over the last couple of days, I know that I’m not alone.
The festive season is well and truly upon us, as the repetition of 'Celebrations' boxes in the office attests to, which means it's not long before the big day itself.
And out on the other side, once the turkey's eaten, the Champagne drunk and the batteries recharged?
2022.
We've been asked a lot recently about what we feel next year holds for KBB retailers. With consensus in the office, here are three of our predictions.
I recently spoke about the importance of making the most of the surge in interest that's coming in January.
Each and every year, demand for new kitchens drops off in December and ratchets up in a big way in the New Year.
Many kitchen retailers recognise that January is a pivotal time to generate new leads, fill your pipeline and book work in for the year ahead. But there's another question: how?
In the world of kitchen marketing, things are starting to slow down about now.
It’s not a shock. In fact, it happens every December.
As the days get shorter and the nights get colder, consumers’ attention turns increasingly towards festive logistics – buying presents, organising family get-togethers and whose turn it is to dress as Santa.
Search volume goes down. Website hits drop too. Clicks, impressions - nearly everything that can be gauged – will be on a descending trajectory.
I forced myself to do my least favourite household chore the other day, mopping the kitchen floor.
As I was prepping for this most unenviable task by sweeping the floor, I noticed a few faded patches. It struck me that in my haste to get this job done in the past, I’d probably been too harsh with the bleach I had been using to clean the wooden panels.
So, I quickly put ‘proper floor disinfectant’ on the shopping list.
Fast forward 48 hours, and I was in the supermarket, down the cleaning products aisle. I was about to pick up a regular own-brand floor cleaning product for £1 when a shiny bright label caught my attention.
I don’t need to tell you that the KBB market is in pretty uncharted territory right now.
The pandemic’s created an unprecedented demand for home improvement, and when you add in the fact that there are loads of people sitting on cash they haven’t been able to spend on holidays, it’s fair to say this wave won’t run its course anytime soon.
Many independent kitchen retailers are used to having to work super exceptionally hard for every sale – sweating blood and tears to generate leads and convert them into clients.
Leads aren’t difficult to come by recently, though, which means a different problem for KBB retailers:
It was JFK who popularised the phrase, “The best time to repair the roof is when the sun is shining”
In other words, when things are going well, take the time to prepare for when things aren’t going quite so swimmingly.
These words should ring true for kitchen retailers right now, for the sun certainly seems to be shining.
Last week I mentioned a statistic I’d heard, suggesting that 85% of the kitchens sold in the UK each year are sold by the big brands – Wren, Magnet, B&Q, etc.
And I had some interesting feedback, with several people forthright in their views as to why the independents’ market share is so small.
However, there’s a second part to this story, which is even more interesting.
The other day I was talking to someone about kitchens.
No surprise there.
What was surprising were a couple of stats that came out of his mouth:
Give or take, there are a million kitchens sold in the UK every year.
Of those one million kitchens, 850,000 of them are sold by the big chains, like Wren and B&Q.
I have it on good authority that these stats are accurate. But, even if they’re a rough estimate, at 85%, that’s pretty shocking!
In this industry, ‘sales’ is still too often seen as a dirty word, with Designers preferring just to deliver the best designs they can and hope for the best.
But here’s the reality: however good you are at designing kitchens, bedrooms or bathrooms, if you can’t sell them (or you don’t have people on your team who can), you’re never going to achieve all the success you could.
And now, in this current climate, being able to sell is more important than ever.
I recently suggested that Lockdown 3 played into the hands of Home Specialists, thanks to a perfect storm that’s seen millions of people spend time at home, with heading outside not near as much appealing this time around.
And it’s definitely true – even more media is being consumed. Our clients are seeing more ads delivered, more clicks, and more conversations; all driven by this strange situation we again find ourselves in.
But the truth is, that the impact of the pandemic extends far beyond a few months cooped up at home.
If anything isn’t clear, just drop us an email or give us a call, and we’ll talk it through.
