How to sell kitchen cabinetry: my slide back into advertising
I have a couple of sidelines, one of which is doing project work for an ad agency. Over the last year or two, I've been taking on some different things to see where I want my career progression to head next. Part of that is writing for this ad agency. Well as luck would have it, the agency happens to be the agency of record for the design studio where I ply my trade. I'd been unhappy with some of the copy that ended up in ads and on the website and as someone who's a pretty good writer and who has a vested interest in how a kitchen studio presents itself, having me write the new website was a logical choice.
In January, I was in a brainstorming session with the ad folks and we had been identifying a way to position the studio within the new website. Kitchen design's a curious component in quite a few approaches. Kitchen designers make their money from selling cabinetry however promoting cabinetry isn't what I wanted to emphasize. Any monkey can sell cabinetry, and many of them do. It takes a real clothier to construct on that and to make rooms that capture the fundamental essence of a specific consumer.
I confer with my essence shooting as story telling. I paintings with my customers to have their homes tell their stories. Good layout follows a narrative. Always.
I've been at this for long enough that I know that kitchen design as a business presents itself to the world by showing completed kitchens. These completed kitchens are terrific for portfolios, they tell a potential client what a given studio is capable of. However, these completed kitchen designs don't allow a client to project himself or herself into the image. Often times, these completed kitchen images are a barrier. Most people lack the vision thing. And when I show someone one of these photographs, I spend a lot of time guiding the person in front of me. "Imagine your home with something like this but not really like this." It makes for unnecessary confusion a lot of times.
Usually, I bring together a presentation board of finishes after I'm rolling out an concept as a substitute displaying a lot of finished projects.
So whilst it got here to how to show the abilities of a kitchen layout studio on its website, I wanted to take my presentation board concept and make it a greater fleshed out advertising and marketing position.
The result is some thing I name design testimonies.
We played around with this idea for a couple of months and then three weeks ago we booked a photographer and a studio and I directed the shoot. Actually, it was a collaborative effort but my resume claims sole credit for it. Resumes exist to toot my horn, right? And just for the record, none of this would have been possible without the great Amy Allen of Allen Harris Design or incredibly talented and patient photographer Chris Stickney .
Anyhow, we spent the day in the studio and assembled five still lifes (I was calling them Still Life with Cabinet Door) and shot all five of them in a single day.
The first one is referred to as Sustainability and my body replica follows.
Every room tells a story, and every room has a different story to tell. At Kuttler Kitchens , we consider it to be our top priority to help you select the finishes that tell your story.
To help you get started out; right here are 5, very one-of-a-kind color and finish palettes. Each one tells its own story and we call them Tranquility, Classic, Sustainability, Grounded and Energetic. Using these as a place to begin, how are we able to assist you inform your story?
Renewable cork floors by US Floors, wealthy fabric and Du Verre hardware inspired via a pomegranate can inform a tale of sustainability. A present day door in sustainably-harvested Wenge or Zebrawood can carry a touch of the wonderful to your house at the same time as honoring your commitment to a cleaner, greener planet. Sustainable kitchens tell the quiet tale of natural, earth-pleasant consolation and balance.When I began this blog, approximately the remaining aspect in the global I might have predicted as an quit point might had been a slide returned into advertising copy writing. Directing become an advantage. I'm insanely happy with this mission and it is been a actual blast to excel in an arena up to now removed from what I do normally.