Archive for March, 2009

Trend Report from the 2009 International Home + Housewares Show

Monday, March 23rd, 2009

Live Coverage

Experts Offer a Sneak Peak at Today’s Biggest Lifestyle Trends

Color, design and function are the buzzwords at the 2009 International Home and Housewares show in Chicago, IL.

Today, the second day of the show, opened with an enlightening keynote presentation by Tom Mirabile, vice present of global trend and design for Lifetime Brands. Tom, along with a panel of trend analysts, gave a sneak peak at the most important trends at work in the consumer marketplace right now.

Specific trend highlights include:

Generational Divides – We now have four generations of homeowners. The way each generation views the home is very different, so marketers cannot market to all homeowners in the same way and expect to get results. Rather, each generation needs to be targeted individually.

Generation Y (Age 14 to 33, 84 million in America) are looking for color and style. Home is more of a turnkey space at this stage of life.
Generation X (Age 34 to 43, 43 million in America) are looking for products that can multi-task. They will pay for improved functionality.
Baby Boomers (Age 44 to 63, 81 million) are looking for durable products. Additionally, this group of homeowners is looking for products that make entertaining easier.
Prime Timers (Age 64 and over, 40 million) want easy features and products that have ergonomic and intuitive designs.

Live-in Kitchens – Kitchens are being reinvented as the second living room, so homeowners are looking for things like camouflaged appliances. Tom urged manufactures to think about the total experience in the kitchen and look at the room in different zones. (One zone should be designated for cooking, one for homework/crafts and another for entertaining).

Living Within Our Means – This recession is a life-changing event for all consumers. It is redirecting value – quality and durability are replacing disposable consumption. Tom cautioned attendees to think about what it means to be a frugal customer and keep that question in mind when designing products.

The Green Kitchen – According to the panel this morning, over consumption is being replaced by commitment to conservation. Being green is becoming a key factor in how consumers perceive companies overall. Consumers want to know what is really green, and they expect retailers and manufactures to pick up the tab for green enhancements. In making this trend work for you, Tom suggested that manufacturers minimize consumer confusion by verifying and proving green claims.

Wellness Kitchen – Like green kitchens, wellness kitchens are on the rise. Given the renewed commitment to living longer and healthier lives, consumers want products that help them buy local and grow their own food.

Cooking for Fun – As a culture we are returning to core values, such as spending time with family and friends. Because Americans are foodies, making food has become a key outlet for these values.

Stay tuned for more updates from the show.

floor1 300x225 Trend Report from the 2009 International Home + Housewares Show

Tags: Green, International Home + Housewares Show, kitchens, Trends
Posted in Features, Live Coverage, Marketing, Trends | No Comments »

The Power of Color

Monday, March 23rd, 2009

As consumers deal with the recession by cutting costs on everything from haircuts to home remodeling projects, retailers and manufacturers are using color to attract customers in a whole new way.

Today, color is being applied to nearly all consumer products from handbags, appliances, cars, electronics and furniture. While retailers hope to attract customers through vibrant end caps and product displays throughout their showrooms, manufacturers are also looking to eliminate the “sea of sameness” and appeal to their customers’ sense of style.

Photo courtesy of appliancist.com

While the average American consumer is carefully watching every penny they spend, the hope is that they may splurge on items that make them feel good.

Trend experts agree that applying color to products is a smart and timely move for manufacturers given the fact that people want to be cheered during this current economic downturn.

The Boston Globe recently referred to paint as an “anti-depressant in a can,” which makes sense when you think about how colors like yellow, orange and red can literally boost your mood and instantly evoke feelings of warmth and happiness. Likewise, color palettes that incorporate shades of blue, green and beige can bring to mind a calm, serene feeling.

Although neutral shades like white and beige remain the top-selling interior paint colors, homeowners are undoubtedly becoming more adventurous. Whereas bright colors may have been reserved for the areas of the home where the children played at one point, homeowners are now incorporating bold hues in main living spaces such as the kitchen and living room.

In fact, when Benjamin Moore identified its “hot colors” for 2009, the company’s experts chose St. Elmo’s Fire 362 yellow as the “it” color for interior décor because the hue is “evocative of flickering firelight” and “conveys a sense of optimism about what lies ahead.”

Luckily for homeowners, painting a room is a relatively inexpensive but very powerful way to update the look of the space. While the major remodeling projects will most likely have to wait for a few more months, painting is a task that any weekend warrior can tackle without breaking the bank.

Tags: color, Paint, Remodeling
Posted in DIY, Features, Home Decor, Remodeling, Trends | 1 Comment »

National Association of Realtors (NAR) Launches Green Designation

Friday, March 20th, 2009

As Consumer Education is Becoming #1 to Making Green Mainstream

National Association of Realtors announced today that they have launched their Green Designation 12-hour Core Course, a designation that has growing accolades across the industry for helping realtors better understand issues of sustainability and green as they relate to the real estate market.

Complements of National Association of Realtors

The launch of the course comes as a hopeful opportunity to better educate homeowners about the many benefits of green buildings. Studies over the past year have indicated that consumer spending on green is far from mainstream.

According to the 2008 Stanford Social Innovation Review, “More than one-third of consumers we surveyed say they would like to take action against climate change but do not know what to do.”

Studies are also showing that consumer interest in green building has increased during the economic downturn, a downturn which has led homeowners to think more long term about their purchasing decisions.

The Propane Education and Research Council released a survey in February that showed 80% of homeowners who responded said that if they were to build a new home or make improvements to their current home, they would only work with professionals who have expertise in green building.

The launch of NAR’s Core Course points to an opportunity for realtors to be real catalysts in increasing consumer spending on green when it comes to their homes. Realtors have direct contact with consumers and have the potential to be a conduit for education on green buildings and home products if they are provided with the proper knowledge and expertise on the growing green market.

How can building and home product manufacturers take advantage of realtors’ increased education on green and access to consumer purchasing decisions? Provide them with tools and marketing collateral that help them talk about your green product benefits and close home sales.

Knowledge is power when it comes to pushing consumers to take that first step toward a greener lifestyle. With a greater focus on green, realtors can give them the extra push.

Tags: Green, National Association of Realtors, Real Estate
Posted in Real Estate | No Comments »

Growing Green to Save Green

Friday, March 20th, 2009

While many consumers are turning to sites like Better Budgeting, Grocery Coupon Guide and Grocery Savings to help them save money at the grocery store, many others are discovering how therapeutic and cost-effective it is to grow their produce right in their own backyards. And, with dozens of magazines, blogs and TV shows dedicated to the topic, even gardening novices can feel at ease knowing that expert advice is never far from their reach.

As the recession continues to force American families to trim living expenses and closely monitor how they spend their money, it is no surprise that the gardening industry is rapidly growing. In fact, a report by the National Gardening Association predicts a 19 percent increase in home gardening in 2009.

Photo courtesy of www.home-vegetable-gardening.com

The trend in Americans planting backyard gardens to grow their own produce is not a new one, however. Thinking back to World War II days, victory gardens were extremely popular and even considered to be a patriotic duty for homeowners who had plots of land that could sustain a garden.

Today, planting a garden has multiple benefits in addition to cutting costs at the grocery store. For instance, growing their own produce is a safe option for those concerned about recent salmonella scares. Additionally, gardening has been known to help people “avoid the blues,” especially during tough economic times. Finally, household chores like tending to the garden are now considered to be forms of entertainment for many homeowners who have had to adjust how they spend their leisure time in recent months.

So, on this first day of spring, why not put on the gardening gear and head outside for some fresh air.

Tags: Gardening, home grown produce, victory garden
Posted in Features, Trends | 2 Comments »

Downsizing America

Thursday, March 19th, 2009

A Look Inside the “Bigger is not always better” Philosophy

Photo courtesy of inspiredaustin.com

In her most recent book, “Not So Big Remodeling,” Sarah Susanka emphasizes that bigger is NOT always better when it comes to designing, building or remodeling a home. In fact, Susanka claims that a space that is about “one-third smaller than you thought you needed “can evoke the feeling of “home” that we all crave. The trick is to fill the space with special details and personal touches so that it is customized to meet your daily needs.

According to a recent article in USA Today, Susanka is not alone in her “not so big” philosophy. As outlined in the article, homebuilders and homeowners alike are noticing a shift in average home sizes as more and more people reevaluate their living habits and realize that they simply do not need a large home.

Additionally, CEPro reports that recent data from the U.S. Census Bureau shows that the average size of a new home in Q3 2008 dropped 9% from Q2 2008.

There are three main reasons why people are adjusting their views on the average home size and determining that a house under 2,000 square feet will do just fine. These reasons include:

People are dedicated to the “green” movement and actively looking for ways to make a difference. That said, people are more willing to live closer to their jobs so that they can walk to and from work, even if it means living in a smaller home.
Consumers are more creative and educated about interior design techniques than ever before. As home/design TV shows, magazines and blogs continue to grow in popularity, homeowners will continually learn how to make the most of any space, no matter what size it is.
Photo courtesy of Targetwoman.com
Homeowners are budget-conscious and constantly looking for ways to save money. If buying a smaller home means saving on monthly utility expenses, chances are that homeowners will opt for the smaller, more cost-effective house.

To ensure that your marketing strategies are in-line with this changing consumer landscape, consider the following:

Establish your sustainability message, keeping in mind that consumers are savvy and have learned to see through “green-washing.”
Clearly communicate how your product or service will help your customers do more with less. Even if your customers need to spend money on the front end, it is essential that they see the value in their purchase immediately.
Help your customers visualize how your product will improve their space. Inspirational photography, free color swatches/samples and configuator tools on your web site will go a long way in selling your product.

Tags: average home size, Green, Remodeling, U.S. Census Bureau
Posted in DIY, Features, Marketing, Real Estate, Remodeling, Trends | 2 Comments »

Reaching First-Time Homebuyers

Tuesday, March 17th, 2009

First-time homebuyers made up 41% of all buyers at the end of 2008, up from 36% in 2006, according to a recent survey from the National Association of Realtors.

How can you attract these buyers to your products? Following are excerpts from recent conversations we had with Linda Joseph, a well-known realtor in Marlton, New Jersey and Ryan Bowen, a 24 year-old recent college graduate looking for his first home. Hear firsthand what resonates with this growing group of buyers.

Linda Joseph

Realtor, Prudential Fox & Roach Realtors

Q: What do first-time homebuyers look like as a group?

A: They are younger than in years past. We’re seeing many recent college graduates in their very early twenties. We see a mix of single and married people.

Q: Where are first-time homebuyers getting their information?

A: Online. I read that nearly 90% of buyers are looking online to help their search for a first home. I think Realtor.com the most used web site among my clients.

Q: What are today’s first-time homebuyers looking for in their first place?

A: They want a place that will be easy to move into. They don’t want to do a lot of work to a new place. They want neutral paint colors, updated kitchens and baths, and new lighting fixtures. First-time buyers also want a great location close to their job. They don’t want big yards, or outdated décor like wallpaper.

Q: What type of marketing efforts/collateral resonates with this group?

A: Online marketing works best. They want lots of pictures and descriptive information. I enhance all of my online listings to include at least 25 photos and I link to multiple sites like CraigsList. Open houses also still work with this group, so we stage many homes and offer open houses on the weekends.

Q: What is different about first-time homebuyers versus your other clients?

A: They are the most nervous. They are nervous to lose their job, or buy the wrong place. This group needs the most help and the most information to make a decision. I share with them info about the new tax credit and mortgage rates to help ease their anxiety.

open house

Ryan Bowen

First-Time Home Buyer

Q: What are you looking for in a home?

A. I want a newer place that doesn’t need a lot of repairs or updating. I’d like a single family home, but will likely get a town home since I can afford a newer townhome. I’d like at least two bedrooms, and a garage.

Q: What rooms are most important to you?

A: I want a big family/living room for entertaining and a great master bedroom for relaxing. I want the bedroom to have walk-in-closet and a big bath with soaking tub and separate shower.

Q: What do you want in a kitchen?

A: I want a contemporary kitchen with granite countertops and stainless steel appliances.

Q: What else do you want in a home?

A: I want neutral colors like white and off-white on the walls. I want hard word floors on the first floor and carpet on the second floor. I don’t want a big yard, but I would like a deck or patio for grilling outside.

Q: Where are you getting info?

A: Online and through a realtor. I use online tools such as http://www.zillow.com/, http://www.realtor.com/ and http://findyorkhomes.com/. I use a realtor to help walk me through the process and get into the homes I want to see.

Q: What kind of marketing resonates with you?

A: Online and word-of-mouth are the most effective. Ads in newspapers are also good. Anything that shows me pictures of homes is really great. I like to see at least ten photos of a place, including both interior and exterior photos. If an online listing does not show interior photos, I assume the inside is ugly and I won’t go see it.

Tags: . homes, baths, first-time buyers, homebuyers, kitchens, Marketing, online, Real Estate, realtors, young buyers
Posted in Features, Marketing, Real Estate | No Comments »

Defining the Ruralpolitan

Tuesday, March 17th, 2009

The line between city-slicker and land-lover is getting blurrier by the day. As city professionals close up shop for the weekend, some are headed for greener pastures – literally.

Bo Siever, president and CEO of a manufacturing company with 700 employees, heads home to 135 acres in North Carolina every day. “We have 30 acres of green timber, two ponds, ten acres of lawn and 89 acres of open land, along with 7,000 linear feet of wooden fence,” said Bo. “I take pleasure in maintaining the property to a first class condition.”

This emerging group of city-folk-gone-country is called the “Ruralpolitan,” a trend that is increasingly gaining attention. Defined as a city- or suburban-dwelling family that recently bought a large piece of property outside of town (typically within 40 miles), these people are using their free time to reconnect with nature through the land.

As Ruralpolitans define themselves and invest more in their land, products and services to support this lifestyle will continue to emerge. For examples, magazines like “Living the Country Life” and member groups like The Country Living Association have recently cropped up to help enhance the lifestyle and educate Ruralpolitans on the products and services made for them.

Marketing to this group may seem like a needle in a haystack, but many companies are catching on. Jon Chase, strategic marketing manager for John Deere Commercial & Consumer Equipment Division, thinks the best way to market to the Ruralpolitan is to look at this group in terms of hobby instead of location, acreage or product. (Disclosure; John Deere is an IMRE client)

“Instead of asking, ‘What do you do?’ we ask, ‘What’s your passion?’. From there, we can help each homeowner find products and equipment that suit their personal lifestyles.”

As this trend develops in the face of baby boomer retirements, the current economy, housing and mortgage situation and the green movement, Home Intel will continue to provide tips for reaching Ruralpolitans through targeted marketing efforts.

Tags: equine, hobby farming, John Deere, Marketing, Ruralpolitan
Posted in Features, Marketing, Trends | No Comments »

Reality of the Print Media Industry

Tuesday, March 17th, 2009

Newspaper In a recent article TIME provides a projection of the next 10 papers that will join the dozens of publications that have fallen victim to today’s unstable economy.

When marketing in this challenging media landscape, it is important to clearly and consistently communicate a message of value to consumers and media contacts. Outreach efforts should state in plain language how a publication’s readers will benefit from your product.

Things to consider to target messaging and outreach:

Quality over quantity – Instead of building lists with hundreds and hundreds of media contacts, focus on the publications that will get the results the quickest. Consolidate time and energy into landing those key placements.

Fully integrated contacts – Cultivate relationships with media contacts that have a hand in print, digital, broadcast and freelance work. An instilled a sense of loyalty to your brand will keep you at the top of their list when they are searching for content.

Blogs – Consumers are turning to blogs to find the experts and information they used to get from traditional publications like daily newspapers and “shelter” magazines. Also bloggers are often looking to partner with a brand name to validate their web status.

Diverse pitch angles – Drafting multiple skins for one pitch or news item will create more potential coverage options.

Format bite-sized messages – Organizing information to be easily digested by readers is key. Developing lists, FAQs, or tips about your product will also make your story adaptable for online and blog use.

While publications are closing and downsizing across the nation consumers are left to consult new resources. Readers are still out there, the key is figuring out where they are going to find information and how to best deliver it.

To keep track of the latest media updates check out the Twitter Feed The Media Is Dying

Tags: Marketing, media, media landscape, pitch, publications
Posted in Features, Marketing | No Comments »

A New Breed of Consumers

Tuesday, March 17th, 2009

Given today’s economic crisis, American consumers are no longer spending freely. Rather, they are over analyzing nearly every purchase, reading labels more closely, clipping coupons more frequently and searching for sales every chance they get.

As consumers face potential job losses and a moral sense to save and scale back, retailers are in the difficult position of having to adapt to this new breed of consumers.

When reading articles about “new consumer purchasing strategies,” there are a few growing trends that are worth noting, including:

Shoppers are “Trading-down,” or considering no-name or less appealing brands for lower price
Consumers are making purchases that will decrease costs in other areas. For instance, homeowners are buying new lawn mowers so that they can cancel their lawn services.
Shoppers are comparing labels to determine which products provide the most value – including warranties, green benefits, rebates, etc.

Photo courtesy of TIME Magazine

As a result of these new purchasing habits, retailers and marketers are being forced to adapt their strategies to reach their changing audience. For example, retailers and marketers are now:

Marketing to the customer at the store level – Paco Underhill, a consumer marketing specialist recently quoted in BusinessWeek and TIME claims, “It’s all about in-store marketing. It’s making things occur to the shopper.”
Differentiating products/brands through packaging and in-store signage
Growing private label brands – The Nielsen Company reports that, “…private label products account for more than $81 billion in the US, up 10.2 percent over the past year.”
Increasing digital marketing to create brand loyalists and engage customers
Sharing valuable research such as cost saving benefits, green tips, etc
Softening Ads to avoid aggressive strategies

As marketers adapt to the changing consumer, they are becoming more flexible and exploring new communications channels. This environment encourages consumers to explore and become loyalists of new brands. Therefore, manufacturers have the opportunity to continue to invest in marketing and grow their clientele base.

Tags: consumer marketing, flexible spending, private label, trading down
Posted in Features, Marketing, Trends | No Comments »

Crafting a Green Message that Resonates

Tuesday, March 17th, 2009

Take a cue from the cleaning product isle.

As an inexpensive and easy step towards going green, homeowners are replacing harmful cleaning products with eco-friendly alternatives. We took a look at the top green cleaning solutions and surveyed consumers to find what tactics and key messages work best.

Clorox Green Works and Nature’s Source (SC Johnson): Proven Reliability.
Both lines come from brands that consumers know and trust. With names featuring clear green verbiage and a clean packaging design, these two are on top because they send the message of dependability and quality performance.
bottles 1 300x225 Crafting a Green Message that Resonates

Seventh Generation: A call to action.
With the name “Seventh Generation” and a website based on taking eco-action, the brand appeals to those looking to accept environmental responsibility. (Not to mention the honest mission statement and simple package design scream affordability.)

Method: Eco-Friendly in style.
With packaging focused more on style and less on green, Method uses word of mouth tactics to share its eco message. The brand turns website visitors into product ambassadors by providing the option to “Meet People Against Dirty” and join the Method community.

Whether its quality performance, green in style or eco-advocacy, the key is to pick a single message and stick to it when marketing environmentally friendly products.

Now it’s your turn. What green messaging resonates with you?
Take our quick survey and we’ll post the findings next week

Tags: cleaning products, eco-friendly, Green, marketing tactics, word of mouth
Posted in Green | No Comments »

Featured Posts

CATEGORIES

HomeIntel Twitter Updates

GreenIntel Twitter Updates

ARCHIVES (by month)

COMMENTS

Green Intel

Marketing Intel

More Home Intel

Archive for March, 2009

Trend Report from the 2009 International Home + Housewares Show

The Power of Color

National Association of Realtors (NAR) Launches Green Designation

Growing Green to Save Green

Downsizing America

Reaching First-Time Homebuyers

Defining the Ruralpolitan

Reality of the Print Media Industry

A New Breed of Consumers

Crafting a Green Message that Resonates