How many home owners can actually name their cabinet manufacturer? Not many. KraftMaid, a high-end semi-custom cabinet maker, is launching a campaign hoping to be “the brand” people go to when they are considering renovation. According to a recent Ad Age Insights white paper on baby boomers, 13% of boomers responded likely or very likely that they would remodel their kitchens in the next 12 months, while an NPD Group study “said boomers in 2010 accounted for 44.6% of unit sales in major kitchen appliances, up from 42% in 2009.” With remodeling accounting for 80% of the cabinet business, and The National Association of Home Builders predicting “decent growth” for the renovation industry in 2011, it seems like a great time for KraftMaid to launch this campaign.
The campaign includes TV, mobile and web initiatives, as well as a significant amount of in-store p-o-p in retailers like Home Depot and Lowe’s, and print ads running in Elle Decor, Traditional Home, and House Beautiful. Finally, KraftMaid is also including sponsorships with House Beautiful, HGTV, Luxe magazine and Elle Decor to bring their brand to the top of consumers minds.
Read more about the campaign at: http://adage.com/article/news/kraftmaid-launches-campaign-renovation-message/226985/