c

Bay Area Marketing Consultants

Bridging the Divide Between Strategy &

Creative

Beaverton Kitchen Cabinets Inc.

Company History❖ CEO Rick Kwong❖ Establishment 2009❖ Beaverton, Oregon❖Mission

s

Bay Area Marketing Consultants❖Vision Statement:

Beaverton Kitchen Cabinets Inc.

s

Bay Area Marketing Consultants❖Mission Statement:

Beaverton Kitchen Cabinets Inc.

SWOT Analysis❖Strengths

➢ Price➢ Mosaic➢ Satisfaction (⅚ most recent

reviews being 5 stars)

Beaverton Kitchen Cabinets Inc.

SWOT Analysis❖Weakness

➢ Website ➢ Facebook

Beaverton Kitchen Cabinets Inc.

SWOT Analysis❖Opportunities

➢ Annual Local Trade Show

Beaverton Kitchen Cabinets Inc.

SWOT Analysis❖Threats

➢ Competitors

Beaverton Kitchen Cabinets Inc.

Objectives❖Expand awareness for Beaverton

Kitchen Cabinets (BKC) around the local area.

❖ Increase sales for BKC.

Beaverton Kitchen Cabinets Inc.

s

Target MarketsBeaverton Kitchen Cabinets Inc.

Home RenovatorsGeneral Contractors

Trade Show❖Portland Renovation

and Remodeling Show

❖Opportunity to reachboth markets while

differentiatingfrom competitors.

Beaverton Kitchen Cabinets Inc.

❖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

❖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

❖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

Beaverton Kitchen Cabinets Inc.

Radio Budget

Old LogoBeaverton Kitchen Cabinets Inc.

New LogoBeaverton Kitchen Cabinets Inc.

Opportunity Analysis❖Tailored Strategy ❖ Increased Frequency

❖Testimonials

Beaverton Kitchen Cabinets Inc.

Opportunity Analysis❖Referral Program ❖ Local Media

❖ Local Trade Shows

Beaverton Kitchen Cabinets Inc.

Target Market Analysis❖Gentrification Issue

Beaverton Kitchen Cabinets Inc.

Target Market AnalysisBeaverton Kitchen Cabinets Inc.

Bay Area Marketing Consultants

Target Market AnalysisBeaverton Kitchen Cabinets Inc.

Bay Area Marketing Consultants

Target Market AnalysisBeaverton Kitchen Cabinets Inc.

Bay Area Marketing Consultants

Target Market Analysis❖Contractor Market Analysis

➢ Schedule➢ Behaviors

Beaverton Kitchen Cabinets Inc.

Target Market Analysis❖Wholesaler Market Analysis -

Mosaics

Beaverton Kitchen Cabinets Inc.

Competitors Analysis❖Wong’s Best Floors

❖De La Tierra, Inc

❖EleMar Oregon

Beaverton Kitchen Cabinets Inc.

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.

Consumer Analysis❖Solidify your competitive stance❖Develop a tailored, efficient

strategy❖ Increase frequency of promotions

Beaverton Kitchen Cabinets Inc.

Communications❖Create two-way communications❖Update Facebook page

➢ Only 46 posts since Sept. 2014❖Update website

Beaverton Kitchen Cabinets Inc.

❖ Signature Pieces➢ Mosaic tiles

Communications❖Utilize Yelp to read consumer

reviews about products and services

❖Utilize Yelp to investigate competitors strengths and opportunities

Beaverton Kitchen Cabinets Inc.

Communications❖Update current website, Facebook

& Yelp❖Help BKC communicate effectively

with consumers❖Follow-up

Beaverton Kitchen Cabinets Inc.

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.

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.

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.

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.

Measurement and Evaluations❖Social Media Platforms:➢ Facebook➢ Yelp➢ Instagram

❖Website❖Radio

Beaverton Kitchen Cabinets Inc.

Final Thoughts❖Two target markets❖Five ways to reach❖Budget: > $30,000

Beaverton Kitchen Cabinets Inc.