Package of Marketing Tools Unveiled by NKBA

Package of Marketing Tools Unveiled by NKBA

Hackettstown, NJ A major new package of marketing tools aimed at boosting consumer awareness of National Kitchen & Bath Association members has been unveiled by the NKBA, the trade association announced last month.

The association's newly unveiled "Member Marketing Planner" positions NKBA members as "the finest professionals in the kitchen & bath industry," and provides a variety of options for members to strengthen their brand name and deliver their marketing message to consumers, according to the Hackettstown, NJ-based NKBA.

"Hopefully, all of our members are positioning themselves as the finest in their marketplace," said NKBA director of marketing and membership Larry Spangler. "In this competitive economy, why not back up that claim by using NKBA membership credentials [to] tell the world you're [among] the finest professionals in the kitchen and bath industry?"

Spangler said that while word of mouth remains the best form of advertising that any business could ask for, "it is limited to the number of happy consumers in your database, and their ability to deliver all the volume you need."

"In a highly competitive marketplace, with American mobility at more than 20%, what's the likelihood of new customers finding your business?" Spangler asked. "You need to tell them where and how to find you, what's special about you, and why they should want to work with your firm," he emphasized.

The NKBA's new Member Marketing Planner includes tools aimed at assisting association members in tying their membership into their advertising and marketing campaigns, NKBA officials said.

They added that the Planner includes examples of effective radio spots, newspaper and magazine advertisements, Yellow Pages listings, and general steps to assist members in reaching marketing and advertising goals. Also included is the NKBA's new official logo and logo usage guidelines, aimed at ensuring the proper use of the new logo.

The NKBA, which currently numbers some 7,700 members, said it will also attempt to increase consumer brand awareness for its members through a continued heavy consumer magazine ad campaign and Web site activities. The association is also planning a television campaign that will air nationally on the HGTV cable TV network in 2001, according to Spangler.