11. Trade Show
❖ Portland Renovation
and Remodeling Show
❖ Opportunity to reach
both markets while differentiating
from competitors.
Beaverton Kitchen Cabinets Inc.
12. ❖ 10’10 exhibit for 3 day event is $4,400
❖ Since members of both markets will be
in attendance, the total cost will be split
between both market budgets.
Beaverton Kitchen Cabinets Inc.
Trade Show Budget
13. ❖ Radio Station 860 AM: The Voice of
Portland
➢Target Market: Contractors
❖ Radio Station 1550 AM: Sunny 1550, Radio
Partner with 860 AM
➢Target Market: Home Renovators
Beaverton Kitchen Cabinets Inc.
Radio
14. ❖ Continuous Schedule:Will run 1-2 times a
day on both stations
❖ Over 1,000 total airings during the
calendar year.
Beaverton Kitchen Cabinets Inc.
Radio Frequency
27. Consumer Analysis
❖ Target Market is local area
❖ 70% contractors spending around $1,400
per job
❖ 30% expected home renovators spending
around $4,000 per job
Beaverton Kitchen Cabinets Inc.
28. Consumer Analysis
❖ Solidify your competitive stance
❖ Develop a tailored, efficient strategy
❖ Increase frequency of promotions
Beaverton Kitchen Cabinets Inc.
32. Communications
❖ Utilize Yelp to read consumer
reviews about products and services
❖ Utilize Yelp to investigate
competitors strengths and
opportunities
Beaverton Kitchen Cabinets Inc.
33.
34. Communications
❖ Update current website, Facebook & Yelp
❖ Help BKC communicate effectively with
consumers
❖ Follow-up
Beaverton Kitchen Cabinets Inc.
35. Methodologies : Home Renovators
❖ Goal: customers to become brand
advocates
❖ Consumer generated buzz with the great
prices will attract more customers
❖ Referral program with customer rewards
Beaverton Kitchen Cabinets Inc.
36. Promotions : Home Renovators
❖ Customers receive $50 for their referrals
❖ The friend will receive a free estimate on
a full kitchen remodel
❖ Past customers who review BKC on Yelp
will receive the same $50 offer
Beaverton Kitchen Cabinets Inc.
37. Methodologies : Contractors
❖ BKC needs to provide contractors with a
method to make purchasing quick and
easy
❖ Update website and Facebook to make
BKC accessible from anywhere
Beaverton Kitchen Cabinets Inc.
38. Promotions : Contractors
❖ No additional promotion
❖ Prices are set at minimum for
contactors
❖ Diminishing returns will be seen if the
prices are lowered any more
Beaverton Kitchen Cabinets Inc.
39. Measurement and Evaluations
❖ Social Media Platforms:
➢Facebook
➢Yelp
➢Instagram
❖ Website
❖ Radio
Beaverton Kitchen Cabinets Inc.
40. Final Thoughts
❖ Two target markets
❖ Five ways to reach
❖ Budget: > $30,000
Beaverton Kitchen Cabinets Inc.
Editor's Notes
Beaverton Kitchen Cabinet and Stone Inc was first established at Beaverton, Oregon, in 2009, by the founder and CEO, Rick Kwong. After 25 years of experience in the construction industry and entrepreneurship, he has mastered the profession of timeless kitchen and bath renovations that provides functionality and comfort. They prides themselves in constructing kitchens and baths with precision, quality, and efficiency.
His vision for this business is to provide affordable, quality, and unique products so anyone can have a beautiful kitchen. His mission is to eliminate middleman costs by manufacturing and taking control of the entire production process. to make his vision possible.
We have identified two markets
In many aspects, Oregon is currently at risk of gentrification due to Californians immigrants whom drive up property values. As the state is experiencing this movement, there has been escalating demand for home development and renovation. This is an opportunity for you to provide these people good quality and low costs options.
Your target market is the local customers around Portland and Beaverton, Oregon, specifically end-users, home renovators, wholesalers, and contractors.
Home remodeling is often done during different stages in life.
For example, consumers around 35 to 44 years old with children growing up, often require more space. According to statistics, 60% of this age group are often homeowners.
Most homeowners around this age have the budget to renovate homes
Younger: Don’t have the budget to fix homes yet.
In this age group, consumers around 45 to 54 years old are often home remodeling for when children grow up and move out of households. From this age range, about 76% are homeowners.
The peak of homeowners are from the ages around 65 to 74, where about 81% of this age group own homes. These people often are retired and have a stable amount of money to explore with home remodeling.
Very different from homeowners and consumers, contractors on the other end, tend to close deals monthly and continuously. Contractors would often estimate how long the job will take. Depending on each length of the job, they will have grace period time of about three days to figure out and schedule the project(s).
During the rainy seasons, they would schedule work inside the house, which is the best season to do home renovation. Whereas, during sunny seasons, they have the option of doing contracting work outside the house, such as fencing. They conduct constant rebuys and purchase more products continuously to do their future and long-term projects.
For wholesalers, they tend to purchase large quantities and resell them at their own price ranges. Landing wholesalers would be beneficial because they would be continuous and loyal partnership that closes large shipments and sales opportunities.
You would like to retain more opportunities with these businesses for their specific new product line: mosaics.
To examine the improvements of the SEO for the company website, you will look into the logistics and analytics of your Facebook page increased
interactions, reach, likes, and shares.
Shop Now Button, Following
Instagram using Iconosquare.com
tracks the number of followers, likes, and comments each posts receives.
you can also track the popularity and number of views on the video.
keeps track of the earliest, latest, most popular, and even the least popular post on your Instagram.
FREE
HASHTAGS ON ALL PLATFORMS: measure with hashtags. you can track all of the real-time buzz and word-of-mouth marketing.
Yelp
Yelp is one of the most trusted platform for critiques and reviews of products and services, because most of the customer reviews are honest.
it measure the the way people feel about you company which can promote buzz marketing.
Company website.
look into how many views, clicks, comments, and reviews that they have gained through their website.
look into their increase in retail sales that potentially happens after improvements in marketing.
You can use Salesforce.com as well to control and provide greater details to every post on each platform, Facebook, Yelp, Instagram, and the company website. The benefits of utilizing Salesforce.com is that it is simple and all the data analytics and logistics can be found on one organized platform, and accessed on any device to do work.
Radio: In order to measure nd evaluate the radio reach, we also created a survey to evaluate
