Archives July 2015

New Kitchen Designer with your photo!

Revolutionary new virtual kitchen designer!

The New Kitchen Designer with your photo! Upload a photo of your kitchen use the line tool to outline your countertops and apply available countertop materials to it. Have a true representation of what your kitchen will look like with various countertop materials.
Click here to try it out - Virtual Kitchen Designer v3.0

If you would like this application on your website contact us 877 877 1916

Marketing a Granite Countertops Business

Logo Online Marketing Specialists

How to market a Granite Countertops Business in today's economy

We have found a couple common scenarios of the current state of granite countertop businesses.

  1. Does not currently work with the public - Wholesale situation where no front end to the business exists and all sales are handles by GC or kitchen stores.
  2. Small showroom connected to fabrication with little direct sales and attached to a couple builders.
  3. Direct to consumer established business more evolved into a kitchen remodeling company - usually find a cabinet, flooring and tile solution.

As with any business its important to track your sales funnel. Once you can measure where your business is coming from then you will be able to market countertop your business and stop relying on the secretary to reporting on your advertising.
Know who you are or who you want to be as a company (What are your values). Take that and look online at your competition, see what they are doing, what message and perceived value they have. See how you stack up. If you were on the first page would you be positioned to bring that customers to your store? If the answers is Yes go to the next paragraph .. if no then you need to figure out how you are going to compete.. define your values.
Start testing your message online first. Its the fastest way to reach the largest portion of the markets. Create a simple landing page or small website and pay to put your audience on it. Quickly figure out what is going to make your market respond. Once you know what message is working to bring you the right customers you can then expand into other traditional means of advertising your business.

Example:

Spent $2000 received 150 calls and 50 RFQ - Closed 5 jobs avg sale ($2000) gross $10000. YUCK! CPi = 20%

The GOOD:

Your Advertising is working to drive people to the website- Your website is effective at extending the message and creating leads for your sales. Your CPL = $20

The BAD:

Looking at these numbers alone you can tell the issue is post website interaction. Either the promotion too bait and switch or your sales person has no idea what you are doing online, You have a weak process for managing the customer and moving them through the sale, or the most common reason for low conversion - You are not answering the phone and calling people back when its convenient for you.

The silver lining here is that you can now point at the problem, fix it and try again.

 
Visit fireUps.com for more insight into marketing your granite countertops business - specializing in granite countertop marketing since 2008

Countertop Manufacturing in the US: Market Research Report

I find this report to be somewhat short sighted but interesting details based on "so called" industry experts evaluating the countertop market space.
 

Solid foundation: A rise in construction and spending on home improvements will drive growth (THIS SI WHERE THE THE DIRECT TO CONSUMER MARKETING CHANNEL WILL ADD PROFIT TO YOU BUSINESS, BACK THAT WITH NO MORE THAN 50% COMMERCIAL WORK AND YOU WILL BUILD STRENGTH IN YOU SHOPS POSITION )

Report Snapshot

Industry Statistics & Market Size
Revenue
$5bn

Annual Growth 09-14

5.7%

Annual Growth 14-19

Purchase to read more

Profit

Purchase to read more

Employment

39,360 (THIS IS LOW TOO)

Businesses

3,448 (THIS IS LOW!!! its more like 10,000)
I am not sure that these number are accurate. Maybe this is based on a segment of the market and not all fabricators.
Industry Analysis & Industry Trends

This industry primarily cuts, shapes and finishes countertops for kitchens and food preparation areas.  In the five years to 2014, the industry benefited from improving employment, rising disposable incomes and historically low interest rates, which spurred a rise in residential construction.

Residential construction and private spending on home improvements largely drive demand for the Countertop Manufacturing industry, as countertops are commonly installed in new homes and during kitchen renovations.

Going forward, a steady rise in these upstream industries will continue to benefit the industry. A shift in consumer preferences toward more expensive countertop materials, such as engineered stone and recycled glass, is also expected to enhance industry revenue....(THIS IS NOT REFLECTED IN OUR SEARCH TREND NUMBERS - GRANITE REMAINS CONSISTENT AND EXCEEDS OTHER SURFACE MATERIALS SIGNIFICANTLY)

Industry Report - Industry Analysis Chapter

Countertop Manufacturing industry revenue is expected to increase at an average annual rate of 5.7% to $5.1 billion in the five years to 2014, which includes strong projected growth of 7.1% in 2014 alone. The industry has benefited from a rapid rebound in residential construction, as countertops are installed in new homes and apartments. In addition, an increase in private spending on home improvements during the past five years bolstered industry growth, as kitchen renovations are another major driver of industry sales. However, Countertop Manufacturing industry revenue is still below its 2005 peak, as the housing crisis and accompanying recession slashed into industry sales... (THIS CHANGE HAS SPURRED THE NEED TO GO DIRECT TO THE CUSTOMER WHICH IS NOT REALLY WHAT I SEE THIS WEBSITE TALKING ABOUT.)
 
Source: http://www.ibisworld.com/industry/countertop-manufacturing.html