It seems that things may have slowed down a touch.
Working with scores of kitchen businesses and having visibility on search volumes and online activity across multiple platforms, we're seeing a reduction in demand for kitchens and bathrooms over the past month or so.
There'll be several factors:
First, it probably started with February Half Term. Then there’s been the global uncertainty caused by the horrendous situation in Ukraine, the cost-of-living crisis we hear on the news every day. And finally, the early Spring weather, which typically moves focus outdoors.
When it comes to economic and political issues, businesses and industries with bigger ticket items often feel more of a squeeze.
The question is: what do you do about it? What's the appropriate response when things go quieter, even if only a little?
Well, for us, there are two key points:
1. Get your marketing machine to a point where you can turn it on and off like a tap
The beauty with kitchen marketing is that when you get it right and master the platforms, it's relatively easy to turn up and down - simply by changing the amount of money you put into advertising.
When you have something that works consistently, and you can rely on it to deliver you customers, rain or shine, then you're in the box seat. You'll be able to weather the storms of lower demand because you've got something that works.
2. Brave businesses win
We've seen it so many times now – the businesses that double down when the going gets tougher are the ones that win.
We have a kitchen client who last year went strangely quiet in May. We spoke early in June, and he decided to double his already considerable advertising spend. By August, he had his record month, with several more since, and March 2022 is yet again looking to be their best month ever.
When things quieten off, most businesses contract, leaving you space to move into and win.
If you'd like help on either of these points, you know where we are.
