Do I need a Facebook page if my customers aren’t on Facebook?

The short answer is no, but do you know for certain that they aren’t on Facebook? Aside from the fact that most families have at least one member on Facebook, there are some innovative ways to have a social media presence without needing to post opinions, personal comments and responses all day long or hiring someone else to do it.

How do I find out if my customers are on Facebook?

The first thing is to ask them. When they call, visit your showroom/seminar or meet with you about an upcoming project it’s the perfect time to ask if they use Facebook. Sounds easy enough ,but what if the point of starting your Facebook campaign is that no one is calling?

Facebook allows users to find their friends easily by searching with an email address. If you have been capturing emails through newsletter sign-ups and other methods, you can check them all (or a sampling) using this same service. This doesn’t mean you should stalk your customers or even contact them using this method. It will, however, give you an indication of whether or not your customers use Facebook.

If I’m not posting lots of content every day, why would people visit my FB page?

Give them a reason to go.

Offer special discounts to Facebook users only. Reward them for visiting your page by offering them a special discount but make it specific and short lived. Changing the offer regularly, say weekly, will give them a reason to check back regularly. For example, a remodeler might offer free design services or a percentage off a bathroom remodel this week and next week it’s a specific dollar amount off a new roof.

Changing the offer weekly may seem excessive, but it will keep them visiting your page routinely in hopes of finding the project they are looking for.  And while they are watching for that offer on a kitchen remodel, they may share other offers with family and friends. You could even develop an ongoing referral offer to encourage visitors to share these offers.

Businesses have been announcing offers on their Facebook pages for a while but Facebook recently started a new service called “Facebook Offers”. It is currently in beta testing but you can request it be added to your business account right now. The nice thing about this new program is it simplifies using expiration dates, terms/conditions and sharing of the offers.

Another reason for customers to visit your Facebook page is a survey. Consider offering a chance to win a gift card to a local restaurant for taking a survey. The surveys could be used to find out the type of service more people are interested in and if they use social media among many other things. Use direct mail, newsletters and any other prospecting methods to promote this and drive people to your Facebook page.

Asking existing customers to rate your products and services on Facebook is a good way to make sure they are visiting your page as well. This allows you to continue connecting with them.

Every time a potential customer sees your company name or hears from you in some manner, you are building a relationship. Then, the next time you send them an email or postcard, they are far more likely to read it. It takes time to build relationships like this but in the end, they are invaluable.

The integration of color usually takes place during logo development. Thought must go into which hues are chosen and what they say about your company. Using earthy colors like blues and browns can represent your passion for environmentally friendly practices, while purples and golds can signify regality.

After the general ideas of of color selection are in place, the next step is to solidify them with Pantone color books. Color books are similar to paint chips. While paint chips allow a homeowner to know what their paint will look like once it is dry on their walls, color books allow graphic designers to know what colors will look like when printed. There are two main types of books that designers consider when deciding final colors, process and solid. Each have pros and cons that should be considered by designer and client before printing takes place.

Process colors consist of a mixture of CMYK (Cyan, Magenta, Yellow, and Black) inks. The perks of using process colors are that almost every printer can produce them, and at a low cost. A flaw that can occur using process colors, is that your materials may not look exactly the same every time you print them. Variables that could affect consistency include which company you use, and printer calibration.

Solid colors, aka spot colors, are solid inks that must be pre-orderd, producing a more costly bill. Another downfall is that there are limited print shops that have the ability to use spot inks, so running to Staples or Kinkos would not be an option. The main perk of using solid colors is the peace of mind guarantee that your colors will match amongst your printed materials.

It is a good idea to get a proof of your colors before any final decisions are made. Printing large squares of color will provide a better idea of what you can expect to see, as the books often only display small sections. Once your proof comes in and you are happy with your decisions, you can use them for all of your printing and electronic needs. Pantone colors can easily be converted to hex colors, which is the standard for digital media. Be aware that when you look at colors on your computer monitor, they will not be identical to the printed version. Everybody’s computer screens are calibrated differently, so there is no way to assure completely accurate digital viewing.

As you can see, there is more to choosing your corporate color scheme than merely stating red or blue. In reality, you will end up with something that looks more like this: DS 102-1 C and DS 213-1 C. At RT Marketing we work with our clients every step of the way to create branding that best suits their needs, and color selection is an important part of that process.

Although ADHDS typically emphasizes home décor and furnishings, it launched a new section this year called reFRESH, which is dedicated to kitchens and baths. Thursday was open exclusively to the design trade and press, while Friday – Sunday was open to the public. Several appliance manufacturers were present: Miele, Sub-Zero, Wolf, Jenn-Air, AGA, Kalamazoo, Liebherr and La Cornue, among others.

Jenn-Air Induction Cooktop with Bridge Elements

Just a few highlights: AGA announced a control panel for their cooker that allows you to turn the ovens and hotplates on and off as needed. Jenn-Air’s induction cook-tops now feature bridge elements that connect two smaller elements, creating one large cooking surface that can accommodate a griddle, oblong or larger rectangular pans. Sub-Zero has reconfigured its larger side-by-side refrigerators to fit an ice and water dispenser inside the refrigerator. And I loved La Cornue’s open-wall rotisserie that can be built into a kitchen wall or even mounted in existing cabinetry.

I also attended “The Evolving Kitchen” featuring Karen Williams, kitchen designer; Anne M. Puricelli, director of La Cornue North America; and Jonathan Waxman, chef-owner of Barbuto. When the panelists were asked which kitchen appliances they considered “extras” and which were “necessary tools,” the warming drawer was voted an extra, and the induction cooktop came out on top. Karen feels that kitchen designers should introduce their clients to induction cooking and educate them about it. “Homeowners should know that induction helps provide healthful living and energy-efficiency,” she said. John has recently been won over to induction, after years of thinking only gas ranges would meet his needs as a chef. Now he says that gas gives off carbon monoxide; that the fumes from olive oil aren’t healthy, and the flames can be dangerous. “Kitchens need to become cooler places to work,” he emphasized.

Since I was at ADHDS only one day, there was not nearly enough time for the MADE gallery, famous for its showcase of exquisite original art, objects and furniture. I made a quick pass through and was mesmerized by David Leaser’s Nightflowers collection. Utilizing space-age technology used by NASA on Mars, Leaser’s large format photographs reveal with incredible detail the intricacies of flowers from around the world.

Also breathtaking were Peter Bynum’s luminous acrylic paintings. Bynum paints on eight layers of tempered glass and then backlights his paintings with flat-panel LEDs.

As a side note: I received a lovely gift at the Jenn-Air booth—a wine tote with a bottle of champagne and a corkscrew. Since I was flying home later that evening with only carry-on luggage, I had to quickly find a few people with whom I could share my good fortune. Returning to my hotel to pick up my luggage, I was able to enjoy the champagne with Robert (who was traveling with me) and a group of tourists from the Czech Republic. They couldn’t speak English, but their happy smiles say it all.

See my posts about Trade Shows, and IBS 2012.

The tour promised to feature exhibitors who specialize in UD products, including kitchen, bath, lighting, windows, technology, assistive devices and more. The goal of the tour was to acquaint as many remodelers as possible with “the latest products that will help in designing next-generation homes that are beautiful, functional, cutting-edge and appeal to a wide range of customers.”

Universal Design has been a topic of great interest to me, ever since my years as an interior designer of medical facilities. At that time, UD was a new concept for the average consumer in the U.S.– championed primarily by people with disabilities. Very slowly, we are coming to realize that UD makes sense for people of all ages and physical abilities.

After returning home several years ago from living a couple of years in Germany, I really missed the hand-held showers, rocker light-switches and door handles (versus knobs) in my apartment. I love the fact that these items are becoming more common for residential applications here in the U.S. now. They are so much easier to use for people with disabilities, let alone everyone else.

I’d like to personally thank Christine Marvin of Marvin Windows and Brian Stowell of Crown Point Cabinetry for their excellent presentations on UD in their respective booths. The thing that was obvious in both presentations is that UD can be beautiful and transparent, without the institutional stigma often attached. Here you see Brian describing Crown Point Cabinetry’s UD kitchen display, which utilized Blum’s Servo-Drive motor in the lower cabinets and Rev-A-Shelf’s pull-down shelving in the upper cabinets.

See my post about Trade Shows and ADHDS 2012

2. You’re not giving it enough time
Many small business owners have a misconception that quality marketing should produce immediate results. They will often try a particular method for a few months and then give up if they do not see a significant spike in their inbound calls. One must think of marketing like a stock market investment. Within the first few months (or years), you will see minimal growth and there’s a good possibility you’ll even experience a loss. Over time, however, the interest will compound over and over–resulting in a huge return on your investment. Marketing is very similar. Building brand awareness and retention is no simple task. It takes time. But the rewards are huge once you’ve become a well-known name in your target market.

3. Your mailing list is un-targeted or out of date
Did you know that today’s mailing list resources are so knowledgeable about consumers, we can define demographics as detailed as how they heat their home, what kind of car they drive and whether or not they own a dog? When’s the last time you revamped your prospecting list? If you’re not getting results, try starting fresh with a well defined list targeting the latest hot-spots.

4. You don’t have a budget
Without a budget, marketing will only register as an expense and not an investment. I’ve seen a number of companies get excited about marketing and go full steam ahead without a budget. Unfortunately, they quickly find out that they don’t have the cash-flow to support such an aggressive approach and drop marketing all together. If you start with a budget, you’ll be able to plan according to your financial objectives and focus on the long term results.

5. You don’t have a unique message
How many times have you heard builders and remodelers say they are the best, most experienced contractor around and they do high quality work? Every company seems to have the same message. How does one company stand out above the rest in a competitive environment? A unique and interesting marketing message can do wonders. What makes your company different? What can you do for the homeowners that others cannot? It’s time to think outside the box and get creative!

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Photo Tip #2 – Lighting

Low and poor lighting is a common issue. Indoor photography is difficult and room lighting doesn’t help. In fact, florescent lights add a greenish-cast to your images and bright lights make harsh shadows. Plus, if the light is too low, your images will be grainy.

The first thing to keep in mind is try to use a tripod. This is an important part of low light photography. In low light, the camera shutter needs to stay open longer to get enough light and typically results in camera shake. With a tripod, you can get good shots if you subject isn’t moving.

If your camera has the ability to adjust the aperture, try setting the f-stop to a lower number. This opens the aperture wider and requires less light but it does shorten the depth-of-field, making items in the distance blurry.

A flash can be helpful but keep in mind they usually only reach 10 to 12 feet and will be bright on close items while never reaching distant ones. A flash can also change the color/tone of a room as well as cause harsh shadows and bright spots. Your flash can be very useful but use it wisely.

Use as much natural lighting as you can. Try different times of day, different positions in the room and even opening an exterior door as well as curtains or blinds, to get the best lighting. Of course outdoor shooting gives you the best lighting but bright sunny days can also cause harsh shadows and dark areas where you can’t see any detail. Clouds act as natural light diffusers and help you to capture the most detail in your subject.

Did you read Tips for Better Photos (Part 1)?

People often ask where I get the ideas and the information for the newsletter articles I write on design trends for the home. It’s not primarily from TV or the internet. Like many other people, I attend trade shows because they give me the opportunity to talk face-to-face with company representatives. I can see and touch products first-hand, ask questions, and learn so much more than when the presentation is virtual.

I can tour show homes and see how various products perform in an installation. I feel more confident writing about a product if I’ve actually experienced it. Also, I gather more information in a shorter amount of time than if I were to visit the individual factories or showrooms. Another advantage is that trade shows offer seminar speakers who provide their expert knowledge on design trends across the country and around the world.

At IBS I have ridden in many types of residential elevators in order to write a detailed description of the various operating systems available today. (That article motivated at least one homeowner to have an elevator installed in his home. I know this because the remodeler who sent out the RT Newsletter called and quizzed me about elevators. He got the job, but this would be his first elevator installation!)

To write an informative article on the pros and cons of different toilet flushing mechanisms, I have pushed dozens and dozens of toilet handles. I have something in common with the little boy in the Kohler video:

I hope to see you at the 2012 NAHB International Builders’ Show taking place February 8-11 in Orlando. I know there will be abundant new and intriguing information that can benefit your business. And, if you cannot make it, you should consider sending your clients the RT Marketing newsletter. They will be impressed at how knowledgeable you are about current design trends, and they will be more apt to call you when they are ready to remodel.

See my posts about IBS 2012 and ADHDS 2012.

What is it that you are trying to sell?

Are you selling rather inexpensive, impulse items that can easily be processed over the internet?  Or are you selling intrinsically complex and expensive services that require a long decision-making time and personal engagement in the process?  Most people offering home building or remodeling services would fall into the latter category.

If you are selling in the first category (small, quick-sale items), electronic is definitely the way to go.  The electronic newsletter comes, the recipient sees something he likes, he clicks on a  link, and before you know it the transaction is complete.

For the second category (more complex and expensive services and products), newsletters serve a different role. They are a friendly reminder that you are there and that you are capable of doing their (and their neighbor’s) project. Newsletters are a frequent, but not too frequent, reminder with the same message. While the prospective client is going through the 2 to 3-year process of deciding that they need to remodel, what they want to have remodeled, and how they want to have it remodeled, you are constantly there with the friendly, frequent reminder. When they are ready to move forward with the project, they know who to call and how to reach you.

Which medium, electronic or print, will be more effective depends on the individual and your relationship with him or her (see the first point). Because electronic newsletters are so easy to delete and generally don’t have much staying power, we find it more effective to send them more often than sending their print counterpart. In comparison to the articles written for a print newsletter, the articles in an electronic newsletter need to be limited and short. On the other hand, the recipients of a print newsletter are likely to read one article at a time, putting it aside, and then coming back to the newsletter multiple times. Each time, it is a reminder of your company.

This is why I like to talk about a “mix.” The electronic and print versions can actually supplement each other by providing frequent and friendly messages across different media, reaching a wide variety of people according to their individual tastes in media consumption. With a better understanding of the “tastes” within your population, determination can be made as to the percentages in the mix.

Want to read from the beginning?  Start with Part 1.

The best technique is to use the two utensils together. Knives and forks are great compliments of each other.

The same goes for sales and marketing. Many remodelers and builders are missing out on a great opportunity to compliment their sales efforts with quality marketing.

Imagine if your sales force didn’t have to start from scratch on every lead. What if the prospect was already knowledgeable about your product or service and somewhat interested due to an exposure to effective marketing? It’s far easier for the sales person to close the deal in this scenario than if he had to start by explaining the company history, product or service details and benefits–all in one breath!

And no, I’m not saying you need to rush out and book a nationwide TV spot or radio ad. A local, targeted marketing strategy utilizing consistent communication can do wonders to boost brand awareness. Try starting with a quarterly print newsletter sent to “hot spot” neighborhoods, or a monthly eNewsletter emailed to your past clients. Consider doing a jobsite radius postcard mailing followed by an open house invitation. Wrap your trucks, purchase employee uniforms and consider the message on your jobsite signs. Beef up your website. Believe me, your sales force will love you.

Bottom line: It’s time to pick up the fork AND the knive and start feasting! Marketing and sales work great TOGETHER.

This ad was designed while keeping in mind its intended placement in an architectural magazine.

We’ve been talking a lot lately about giving your designs a minimal and clean look. Whether it’s your ad, your postcard, or your newsletter, etc. you don’t want to appear to be shouting, and you don’t need to spell out everything there is to know about your company. That being said, there is a fine line between keeping a design clean, and simplifying it to the point of boring. Boring can become just as fatal as information overload, because rather than scaring readers away, your marketing project might not grab their attention to begin with.

Here is a list of Do’s and Don’ts to help you achieve minimalism without looking dull:

• Don’t use more than 2-3 fancy fonts per project.
• Do choose fonts that work nicely with and complement one another. ie. Pair tall and skinny fonts together, or short and round.
• Don’t blend in with the crowd.
• Do consider where your promotional project will be placed when deciding on aspects of the design such as color, font and layout. Use a grid-like format for an architectural magazine, and an asymmetrical layout with more flourishes in a home style magazine.
• Don’t center everything. It makes it harder to read and looks outdated.
• Do stick with left alignment except for small amounts of text, like headers or contact information.
• Don’t sport a rainbow of colors.
• Do select a few colors to differentiate separate areas of information.
• Don’t make your logo as large as possible.
• Do put it in an area where viewers are most likely notice it.
• Don’t use a mixture of every different font size or underline text to create emphasis.
• Do use bolding and italics for emphasis.