Using Top Trends to Define Your Marketing Plans

Successful builders and remodelers need to understand the latest trends, as well as how to develop and implement a marketing plan, to build business and maintain a competitive edge, according to the featured seminar speakers at the NAHB International Builders’ Show.

“Marketing Plans to Capitalize on Building Trends” focused on how to capitalize on emerging industry trends to stay ahead of what home owners are looking for today. The seminar was presented by Elizabeth Souders, marketing service manager for JELD-WEN (Bend, OR), Chris King, product marketing manager for JELD-WEN (Klamath Falls, OR)  and Patti Cody, media director for CMD, (Portland, OR), one of the largest integrated marketing agencies on the West Coast.

The presenters shared some of the top trends for 2005, including the fact that home owners want everything new to look “old.” Old World style, including Mediterranean, Renaissance and Tuscan chic, is predicted to be exceedingly popular this year, yet home owners aren’t willing to go back in time when it comes to performance. Many manufacturers are improving materials that have been around for years and introducing new technology disguised as old-fashioned style, to help the industry keep pace with this trend.

Another trend for 2005 is how to appeal to the female home owner who is interested in do-it-yourself projects, yet who also is busier than ever. According to Souders, builders and remodelers who want to reach this important customer base would do well to incorporate stylish, efficient, yet low maintenance products within their homes.

“Knowing the latest trends is important when it comes to developing marketing plans,” Souders said. “It’s a great way to differentiate yourself from the competition and deliver what today’s home owners want.”

The session also focused on the essentials of creating a successful marketing plan. Marketing plans create a road map for your company’s future. The results from your plan should be consistent messaging for your company, increase market share and sales and increase your profits. To get started, gather your facts:

• Analyze market conditions
• Analyze your business
• Analyze your competitor
• Identify your customer

When analyzing your local market, consider the size, growth and barriers. Determine your business strengths and what your current or prospective clients think of your company.

And what about your competition? What are their business strengths, their market share and current strategy? Review the competitors' advertising and marketing materials. I

dentify your customers by defining your target group; list the job title and demographics of the key decision-makers with each core audience. Prioritize the various target audiences. Lastly, identify the benefits each key audience is looking for in your services.

Use your marketing plan to capitalize on the latest building and remodeling trends. Recognizing trends can increase a business’ profits. Establishing a marketing plan assists in setting a company’s overall direction. It’s difficult to successfully market your company if you have not established an overall direction. Take the time to create a marketing plan, it’s worth the investment. [ return to top ]