It was JFK who popularised the phrase, “The best time to repair the roof is when the sun is shining”.
In other words, when things are going well, take the time to prepare for when things aren’t going quite so swimmingly.
These words should ring true for kitchen retailers right now, for the sun certainly seems to be shining.
Thanks to the perfect storm of pent-up demand caused by lockdowns and fewer holidays, this has resulted in many more people sat on piles of cash and many kitchen retailers are busier than ever.
And that’s led to the question for many:
“If I’m not struggling for enquiries and customers at the moment, what should I be doing with my marketing?”
It’s a good question, and the answer firstly depends on how close to capacity you are.
If you’ve got more capacity for sales
Now’s the time to make hay, by making a noise and getting yourself in front of as many potential customers are possible.
The best way to do this is to get yourself on page one of Google – increasingly, that’s where the money is.
Depending on the level of competition in your area, you might be able to do that with a good Google My Business listing, but chances are, Google Ads is your best bet to get your kitchen business on that first page quickly.
Crucially though, when demand is high, you’re in a better position to turn away the wrong customers, so ensure you keep up with a targeted approach, rather than just casting the net wide. This probably isn’t the time to run sensational offers to stimulate demand; instead, take advantage of the demand to access and cherry-pick the right customers.
If you’re at capacity
This is where fixing the roof comes in.
Just because the sun’s shining right now, it doesn’t mean it still will be in a year’s time. But, by taking action now, you can get your business into the consciousness of your ‘tomorrow customers’ – the people who aren’t currently in the market but will be in the coming months and years.
Focus on foundational marketing activity.
You can do this by building brand awareness on social media channels like Instagram, Facebook and Pinterest, advertising in the right magazines, exploring PR opportunities, and even running a longer-term radio campaign.
At the same time, improve your online presence, sort your website out, invest in SEO and polish up your Google My Business listing. Do the hard yards to ensure you can be found organically, as this will pay dividends in the long run.
There’s plenty to be going on with there, and there’s plenty more to come from us. Next Friday, 21st May, we’re running our next edition of The Big KBB Marketing Call - focusing on ‘Sales & Marketing When Demand is High’.
Click here now to book on for free.
You’ll be very welcome, and we hope to see you there.
