FALL 2010
THE BUSINESS ISSUE
MEMBERS | DESIGN | BUSINESS | NEWS
NKBA.org
magazine
Designed to Inspire SHOWROOM PROFILE: Earl Lawson
PLUS: The Importance of Competitive Digital Imagery
October 2010 Celebrate Kitchen & Bath Month with the NKBA Designed by NKBA Member Tricia Bayer Photo: 360 VIP
• NKBA Gives Back: Members can donate products through a partnership with The Storehouse of World Vision • See inspiring kitchen and bath designs • New Member Consumer Marketing Tool: NKBA Kitchen and Bath Planners • Find out how to celebrate kitchens and baths during October with a sales promotion, event, or increased marketing
Designed by NKBA Member Kenneth Kelly, CKD, CBD, CR Photo: Ric Marder Imagery, LLC
• Share your marketing success stories with the industry
Learn More atFlickr NKBA.org /KBmonth Twitter
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Follow us at Facebook.com/TheNKBA Designed by NKBA Member James Howard, CKD, CBD Photo: Alise O’Brien Photography
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contents
NKBA MAGAZINE – FALL 2010
THE BUSINESS ISSUE
cover story 30 Designed to Inspire
Innovative design and high functionality incorporated into an elegant showroom space. Vancouver designer Earl Lawson blends creativity, customer interaction, and business.
Showroom kitchen display designed by Earl Lawson Jason van der Berg – V6B Design Group
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ON THE COVER
Cover photo: Jason van der Berg – V6B Design Group
features
14 Green: The New
Color of Business
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Enhance your knowledge of green products through The Green Standard. Becoming a Green Purchasing Accredited Professional.
18 Online Marketing
The importance of a strong web presence.
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22 Getting the Picture
The importance of effective digital imagery. Represent your designs in the best light possible.
Gridley + Graves / Woman’s Day Specials
Employing the right media in promoting your business successfully.
Designed by John Granato, CKD
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aPrIl 26-28, 2011
Designed by NKBA Member Wendy F. Johnson, CKD, CBD
laS VegaS ConVenTIon CenTer laS VegaS, nV KBIS.Com
InSPIre Be inspired by the newest products, trends, and techniques. CollaBoraTe
Network with your industry peers and forge new business relationships.
Designed by NKBA Member Lynn David Monson, CKD, CBD
InnoVaTe Discover innovative and practical solutions to those everyday design dilemmas.
Pre-register at KBIS.com KBIS 2011 regISTraTIon oPenS mId-noVemBer
With a new look and refreshed conference, KBIS 2011 is the premier industry event to collaborate with kitchen and bath pros, see the latest product innovation, and find the inspiration you need to stay ahead.
The KBIS 2011 ConferenCe opening Ceremony: Pat Croce Renowned motivational speaker, commentator, television host, and New York Times bestselling author – Olson Photographic, LLC
Croce purchased the NBA’s last place team, the Philadelphia 76ers, and brought them from worst to first. Discover his secrets for success.
Don’t miss these other informative conference sessions. State of the Industry Address: Karen Strauss, President of Masco Cabinetry Business & Leadership Conference Session: Technology for Growing your Business - John K. Morgan Industry Segment Connection: Leading a Culture of Service Excellence - Dennis Snow Sales & Marketing Conference Session: Emotional Brand Building for Sustainable Success - Scott Deming Trends & Insight Conference Session: Connecting with the New Consumer Generation - Sarah Reep
The KBIS 2011 exhIBITor CeU Program Increase your booth’s visibility and enhance your leads by providing education and training that allow industry professionals to receive continuing education units (CEUs) awarded by the NKBA. To register, call 1-800-THE-NKBA. Mark Ehlen/Ehlen Creative Communications
The KBIS 2011 headqUarTerS hoTel Wynn Las Vegas and Encore
Three affordable tiers of hotel rates add value to your KBIS experience. The first tier is already sold out. Don’t miss out on incredibly low rates. There’s still time to lock in on the second tier pricing, starting at $159 per night. Visit KBIS.com and click on the hotel tab or call 800-266-4299 (US Toll-free)
Collaborate. Innovate. Inspire.
contents
NKBA MAGAZINE – FALL 2010
THE BUSINESS ISSUE
features (cont’d.) 26 Minding the store
Reinventing the distributor dealership. A TV show, a debit card rewards program, a design contest, and an online design gallery – all ways to expand your trade and consumer exposure.
34 NKBA Kitchen & Bath Index Dealers second quarter responses provide a positive forecast for the third quarter. A rise in kitchen and bath remodels in the second quarter.
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Average Monthly Kitchen Sales
53%
42%
5
Increase Decrease
5%
headlines
26
Stay the Same
4
34
Q4 '08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10
“Being an active member of the NKBA and serving as a volunteer leader has been highly rewarding, and continues to play a major role in my professional success.”
36 KBIs 38 Membership 44 Education
– aLaN hiLsaBeCk, Jr., CMkBD MEMBER PROFILE: PG. 39
in every issue 9 First Word 11 Feedback 49 Last Word
THE CiTY OF ligHTS:
An innovative conference has been developed for KBIS 2011 in Las Vegas.
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NKBA MAGAZINE is published quarterly (Winter, Spring, Summer, Fall) by the National Kitchen & Bath Association, 687 Willow Grove Street, Hackettstown, NJ 07840. POSTMASTER: Send address changes to The National Kitchen & Bath
6
NKBA MAGAZINE–FALL 2010 | NKBA.org
Association, 687 Willow Grove Street, Hackettstown, NJ 07840. Application to mail at the Periodical Postage Rate is pending at the Hackettstown, NJ 07840 Post Office and additional offices.
The function of a professional range. The form of a work of art.
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11 0 2 e th
magazine EDITORIAL
CO N G I DeS
N O I t I t MPe ustr y d the In Art of
EDITOR-IN-CHIEF Timothy Captain I tcaptain@nkba.org MANAGING EDITOR Annette Gray I agray@nkba.org WEB EDITOR Diana Tuorto I dtuorto@nkba.org
ART & Production CREATIVE DIRECTOR Joshua D. Blatt I jblatt@nkba.org ART DIRECTOR Scott E. Dotter I sdotter@nkba.org
Contributors Deborah Dunning, Philip D. Zaleon, Elinor H. Warner, Jim Raftus, Sean Ruck, Claudette Hoffmann, Edward S. Nagorsky, Esq., Laura Domanico, Niamh O’Byrne, Sherylin Doyle, AKBD
Alise O’Brien Photography
ADVERTISING
Enter for a chance to win
$15,000
(908) 813-3362 I advertising@nkba.org
2010 NKBA EXECUTIVE COMMITTEE PRESIDENT Mark L. Karas, CMKBD I mkaras@adamskitchens.com PRESIDENT-ELECT David Alderman, CMKBD I dwalderman@verizon.net VICE PRESIDENT Alan W. Zielinski, CKD I alanwzee@aol.com
Why Should You Enter the 2011
NKBA Design Competition?
SECRETARY John K. Morgan I johnkmorgan@comcast.net TREASURER Michael Alba I malba@bellsouth.net
• All entries are retained for NKBA press requests throughout the year
IMMEDIATE PAST PRESIDENT Suzie Williford I swilliford@kivahome.com
• Industry and consumer media exposure
CHIEF EXECUTIVE OFFICER Don Sciolaro I dsciolaro@nkba.org
• Distinguish yourself from competitors through award- winning industry recognition • Cash prizes and award(s) for display • The distinction of being honored at KBIS
Did you know? Over 2.7 million visitors viewed last year’s finalists on HGTVPro.com.
Download an entry packet at
NKBA.org /Competition.
entries due: October 28, 2010 Questions? 1-800-THE-NKBA (843-6522)
NKBA SENIOR STAFF DIRECTOR OF MEMBER SERVICES Claudette Hoffmann I choffmann@nkba.org DIRECTOR OF EDUCATION Laura Domanico I ldomanico@nkba.org DIRECTOR OF MARKETING Bill Darcy I bdarcy@nkba.org GENERAL COUNSEL & DIRECTOR OF LEGISLATIVE AFFAIRS Edward S. Nagorsky, Esq. I enagorsky@nkba.org CONTROLLER Harry Smith I hsmith@nkba.org
OFFICIAL MEMBER PUBLICATION OF THE NKBA NKBA Magazine is published quarterly by the National Kitchen & Bath Association, 687 Willow Grove Street, Hackettstown, N.J. 07840. Telephone (800) 843-6522, fax (908) 852-1695 and web address: www.NKBA.org. Subscriptions are free to members of NKBA. Copyright 2010 by the National Kitchen & Bath Association. All rights reserved. Materials may not be reproduced without written permission. Any organization that is not a member may elect to become one by calling (800) 843-6522 or by visiting us online at NKBA. org. NKBA reserves the right to reject advertising or request changes to advertisements which it deems inappropriate or not in keeping with the Mission Statement of the NKBA or otherwise in violation of the rights of its members. The NKBA logo, KBIS®, CKD®, CBD®, CMKBD®, AKBD®, CKE®, and CBE® are registered trademarks of the National Kitchen & Bath Association.
first word NKBA Magazine – Fall 2010
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Fellow Professionals, I hope you’ll find this, our business issue to be filled with effective and usable content. Take a look and see what two key members have done in their careers and in their roles as NKBA leaders. Find out the best ways to promote your business online, from a top kitchen and bath marketing strategist. Take a moment to read about the importance of representing your designs through exceptional photography. Well-known design and architectural photographers; Gridley & Graves, whose work can be seen regularly in publications such as, Woman’s Day Kitchens and Baths, Country Living and House Beautiful are offering their insight into the range of uses, and the significance of well-lit, well-staged design photography. Also, read about how a successful Connecticut and Massachusetts-based business makes use of its sleek spaces to bring consumers and industry professionals into their showrooms. As the fall elections are winding down, we look to the new and existing volunteer leaders that will help guide the organization through 2011. I would like to thank all the dedicated members who stepped forward to self-nominate for a leadership role in the NKBA. I would also like to thank those who have worked alongside and with me in these past years and during my presidency. I wish David Alderman the very best as he steps up to the role of 2011 NKBA President, and it’s with great confidence I pass the helm to David and the other members of the Executive Committee and Board of Directors, as well as the chapter and council leaders. Also with fall comes the NKBA Design Competition. I urge you to take this opportunity to have your best designs from the past year seen, and potentially honored and promoted through this respected professional contest. New awards, PR opportunities, and cash prizes of up to $15,000, are just a few reasons you should consider entering. I encourage you to take all that membership has to offer and use it to your benefit and success. I wish you all the best in your professional pursuits, and thank you for the opportunity to serve as your president. Warm Regards,
Smiling at Success Mark L. Karas, CMKBD (left) congratulating NKBA CEO, Don Sciolaro, on a job well done at KBIS 2010 in Chicago, IL.
Follow us at Facebook.com/TheNKBA Join the National Kitchen & Bath Association group on Linkedin Scan this QR code with your smart phone to view the digital version of this issue.
Mark L. Karas, CMKBD 2010 NKBA President
NKBA.org | NKBA MAGAZINE–FALL 2010
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feedback Q: How was the Kitchen and Bath Market in 2010?
What are your concerns and comments on the state of your business over the past several months, and your expectations for the upcoming months?
A: Business has picked up as compared to last year at this time. Budgets are still
low. General home repairs are on the increase, so consumers are starting to spend on their homes again. In the past recessions, small repairs rebound, followed by larger projects. I would see that happening in the coming months.
I
– William E. Severance, ELGIN, IL
A:
It has been challenging. We are having to look at different sales techniques and are strategizing different ways to keep clients invested with us. We obtain them through design and then they go after the lowest price. Paula Kennedy, CKD, CBD Seattle, WA
A:
This is typical of North Florida. I hear other states are picking up but Florida is still not feeling a revival. Kristi Wyndham, CKD Jacksonville, FL
A:
We have seen an increase in business, but the clients have much greater expectations and demands. Anna Mesaikos New York, NY
A:
We have been having a recordbreaking year! We with the media would report that there are optimistic signs and that the economy is recovering nicely. Sue Clark Bethel Park, PA
A:
The fall season is our second most busy time each year. If the economy continues to improve, I see our business improving also. Roger Matice Houston, TX NKBA.org | NKBA MAGAZINE–FALL 2010
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We’ve had a steadily busy year, and I believe it is a good time to position for a recovery in the market. I’ve just hired an additional design/sales person and I’m starting an advertising program through radio, banner ads and an updated website. Kathie Maughan Francis Portland, OR
Feed a disposer. Starve a landfill.
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70 40 40
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We sell to the homeowner and our client is the architect. We are not a showroom. There is a little more movement in architectural offices this season than there was in the 2nd quarter of 2009. Roberta Kravette, AKBD New York, NY
40 70 40
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Putting food scraps down a disposer helps reduce landfill waste. It also can help reduce transportation costs and diesel emissions, not to mention greenhouse gases at the landfill. To learn more, visit insinkerator.com/green.
10 40 40
40 70 40
“We’ve had a steadily busy year, and I believe it is a good time to position for a recovery in the market. I’ve just hired an additional design/sales person and I’m starting an advertising program through radio, banner ads and an updated website.” 40 100 100 40 100 40
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I am the only kitchen and bath cabinet designer in our office and the past month has been extremely busy, to the point where I can barely keep up with the plans flowing in. We are very optimistic about the future and our ability to sell our product to the market. Marissa Perez Medford, MA 30 30 70 70 30 30
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A: Traffic has been slow since February. We expect traffic to increase towards fall but believe that the economy may be in for a double dip. E. DeForest Winslow LAGRANGE, GA 70 70 100 100 60 100 100
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ISO 12647-7 Digital Control Strip 2009
A: I have a retail shop and my business is not getting better. I’m trying to figure out where the retail is improving. I provide interior design services as well and this is helping me to stay in business. I am working to keep my doors open. Mary Ann Franklin, CKD Statesboro, GA 30 30 70 70 100 100 60 100 100
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A: Our business has seen a major increase in the last six months. Right now we are in the three month summer dead zone but expect a return of traffic and sales starting in the fall. Larry Sandles PUNTA GORDA, FL
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WE WANT TO HEAR YOUR QUESTIONS AND COMMENTS: To speak out, send your thoughts with your name, address, and phone number via MAIL: NKBA, 687 Willow Grove Street, Hackettstown, NJ 07840, Attn: Letters; FAX: (908) 852-1695; or E-MAIL: letters@nkba.org. Letters may be edited for length. A
© 2010 InSinkErator, InSinkErator® is a division of Emerson Electric Co. All rights reserved. *The mounting collar configuration is a trademark of Emerson Electric Co.
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A: Seems the only interest of late is remodeling small bathrooms. Real estate seems to be picking up ever so slightly, but I do not have high hopes that I will see much of an increase in my business soon. Donna Carrigan, CMKBD Damariscotta, ME
GREEN: The New Color of Business
Enhance your knowledge of green products through The Green Standard. By Deborah Dunning
For many of us, the greatest amount of personal energy and financial resources go into the design of our kitchens and our bathrooms as they enhance our lives in significant ways. So designing green kitchens and baths contributes significantly to shaping meaningful and sustainable lives. Kitchen and bath designers and contractors can join the wave of building professionals working to improve their entire industry and in the process improve their bottom line. Learning about the many ways we can raise our standards to the level where green kitchens and baths can conserve water and generate energy.
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The Green Standard, an NGO that has been educating the North American marketplace about the value of green product design and purchase for over 10 years, has entered into an educational partnership with the NKBA. Their goal is to help people in this industry expand their business opportunities by seeing how to best respond to a number of new drivers in the U. S. marketplace and meet new requirements of federal agencies, including: • AIA, ASID and IIDA professional requirements for improved building and building space environmental and sustainability impacts • Increase in the number of building owners seeking certification in the Green Globes, LEED, and NAHB green or high performance building rating programs • Executive Order 13514, requiring all federal agencies to measure, verify and report on energy efficiency, GHG emissions and water use in products used
Courtesy of Vetrazzo
GREEN PRODUCTS (above) Vetrazzo countertops made of 100% recycled glass; (left) Earth Stone Products tiles made of 100% recycled granite
• SEC directive that public companies disclose the environmental risks of the products they manufacture or procure , in particular GHG emissions • New “Green Guidelines” to be put out soon by the Federal Trade Commission • Expansion of the number of companies seeking green building The Green Standard is offering six modules and six case studies on Green Product Evaluation and Purchasing to members of the NKBA. These “students’ will have access to a program created with input from interior designers in 25 interior A & D firms and procurement directors CB Richard Ellis, the largest real estate management firm in the world. Professionals who complete the six modules and achieve a score of at least 75 out of 100 points in the online exam will be entitled to include in their credentials “Green Purchasing Accredited Professional” and to use the following logos on their business cards, letterhead and proposals to clients.
An introduction written specifically for NKBA members will outline the added value to businesses of all sizes that want to take the next step toward validating the economic and environmental benefits of their services and products. Additionally, students signing up for this learning program will have the use of six case studies focused on how to use best purchasing practices in kitchen and bath design. These will feature specific products used to illustrate how various kinds of performance data can be used effectively to maximize energy and water savings. Students of these web-based educational programs will learn:
Module 1 Introduction and Understanding the Framework of Best Practice To overcome the tsunami of green-wash, a system is needed featuring a framework within which all types of product evaluation and selection tools can be viewed with a clear sense of what each covers and contributes to a scientifically robust and user-friendly green/sus-
Courtesy of Earth Stone Products
To see the Environmental Product Declarations of these products, visit www.TheGreenStandard.org.
tainable purchasing program. This module features a discussion of core principles and how they can be applied.
Module 2 Understanding Comprehensive Standards, Certification Programs and EcoLabels In order to succeed at Green Purchasing, an understanding of the comprehensive programs, or “umbrella programs,” that are marketed everyday is required. This module details four major certification programs and/or eco-labels in order to provide a thorough understanding of what they mean and how to use them.
Module 3 Understanding Industry-specific Standards and Programs for Various Product Categories In keeping with “umbrella standards,” utilizing category specific standards as a
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GPAP: Become a Green Purchasing Accredited Professional (GPAP). Visit www.thegreenstandard.org/Green_ Purchasing.html for more information.
Module 7 Accreditation Exam & Certification means of assisting in green purchasing is a great way to simplify the decision making process. However, it is still crucial to understand what is behind these standards and programs in order to ensure that values, principles and achievements are all in line.
Module 4 Looking at Green Purchasing Tools and Programs As green purchasing has become more of an area of focus, many tools have been created in order to assist a purchaser with their decision-making process. This module will highlight the major programs covering other product categories. It will also provide a general overview of how eco-labels can be applied conceptually to complement Green Globes and LEED green building rating systems.
Module 5 Deeper Understanding—LCA and Environmental Product Declarations Utilizing tools as described in Module 4 can be very beneficial when the attributes and issues are already defined and recognized as a part of the tool or program. However, manufacturers are looking towards Life Cycle Assessment (LCA) and Environmental Product Declarations (EPDs) as a means of transparency in their environmental attributes and impacts. This module covers the necessary principles in order to understand what each is, what to look for and how to use them as a part of your decision-making process.
Module 6 Creating Your Own Green Purchasing Policy Building on the knowledge of the previous modules, this session will demonstrate how to create a green purchasing policy for your organization that is based on core concepts of sustainability, best practices and incorporates the specific values of your organization. This module will also explain strategies to use in enrolling associates in your firm in shaping and implementing a company-wide green purchasing policy.
Deborah Dunning founded The Green Standard in 2000. The Green Standard has been dedicated to supporting building professionals in using best practices in green purchasing. The “EPA Know Room”, created by The Green Standard, provided education for thousands of professionals on green product evaluation. In 2007, The Green Standard developed the Green Guide to NeoCon for Interiors & Sources. In 2008, the first Environmental Product Declaration System in the U.S. was launched.
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The exam consists of 52 multiple choice questions. Certification will be awarded upon achievement of a 75% correct score on the exam. At no additional cost participants in the training will be able to access a demonstration of product performance information integrated into BIM (building information modeling) software. Using advanced visualization processes, this demo will help kitchen and bath designers understand the next wave in their industry- using BIM software to create three dimensional models of a kitchen or bath space easily and see how different products affect the water efficiency and energy use. As part of the customized introduction for National Kitchen & Bath Association members, a web presentation will show how product performance information from design and construction and renewable energy experts is being used for kitchen and bath projects in housing owned by the Army, Coast Guard, Navy and other federal departments. This presentation will feature current projects that illustrate advanced processes for designing and constructing kitchen and baths in homes, hospitals, offices constructed and furnished by the Army and Coast Guard. Visit thegreenstandard.org/Green_ Purchasing.html more information on registration and fees.
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The importance of a strong web presence. By Philip D. Zaleon
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Search
The completed cube is your fully Integrated Marketing Program, one that includes traditional, as well as new media and technology. No one completed side solves the puzzle on its own; it takes all six to effectively market your kitchen and bath business. Our marketing cube consists of six tactical sides, with each side consisting of potentially unlimited numbers of individual tools to employ at your discretion.
W
1. Advertising 2. Outreach 3. Relationship Development
Before we take a brief look at each side individually, remember that your overall marketing campaign must have a consistent look and message regardless of your media or delivery system.
We are living in an economic Rubik’s cube. Although economists will tell you there are additional factors to consider, I submit that these six drive our industry.
1. Jobs 2. Consumer Confidence 3. Manufacturing
4. Public Relations 5. Social Media 6. Online/Mobile
4. Retail Sales 5. Lending (Money Supply) 6. Housing (Starts and Re-sales)
Until all six sides are perfectly aligned, the kitchen and bath industry is in for a bumpy ride. With each monthly economic report, you can almost feel that one side of the cube has been aligned, only to find an adjacent side a mess. And each negative report sends us back to try and figure out the cube. You can literally see the reflection in showroom traffic, website hits and phone calls. Thankfully, I am not an economist. However, I am a marketer trying to guide my clients (all of whom are kitchen and bath professionals) through this economy. There is no magic bullet to marketing kitchen and bath design – you can’t convince someone who is worried about their employment that now is a good time to renovate a kitchen or bath. The most creative TV spot ever produced can’t bring in the client relying on a home equity loan the bank won’t provide. And a gorgeous spread in a magazine won’t pull in the homeowner whose overall confidence has been shaken by nonstop, “gloom and doom” news reports. But… that doesn’t mean you should stop marketing your business. On the contrary, you need to be sure those who are still spending and those who are ready to spend know you’re still in business. Remember there is a lot of pent-up frustration among buyers, and many will strike to buy with the first good economic report – you better be ready when they are! Let’s look at the Rubik’s Cube again – this time with an eye toward marketing… it’s a much easier puzzle than the economic version.
Successful marketing means you are delivering the right message, to the right person, at the right time, in the right way, employing the right media.
1
Advertising: Advertising is any, and all paid announcements, from radio and TV to Google AdWords and online banners. You have strategically determined your message and tactically placed it where your audience will see and hear it. Since you are paying for it, you can be assured that your message has been placed before your potential audience. Will they actually see it and react as you hope – that’s another discussion.
2
Outreach: In any economy, but especially when your cash flow may not allow for large advertising and media budgets, taking advantage of outreach is affordably effective. Home shows are still viable for many, even if you are interacting with “tire-kickers” – get their contact information – especially e-mail addresses. Invite potential clients to your showroom for a seminar. You are an expert; teach the attendees about the intricacies of your craft… an insider’s view. As you “wow” them with your knowledge, they will quickly determine you are the only kitchen and bath professional who can renovate their kitchen. Keep these educational, do not create sales pitches or your potential customers will be run away. And be prepared with professionally designed and printed collateral materials including business cards and brochures. You still need to present yourself and your business professionally.
3
Relationship Development: The kitchen and bath industry grew up perfecting relationship marketing. When I allied with the industry in the late 90s, the most common response to my inquiries about marketing assistance – “I don’t need to market; I get all my clients from referrals.” Think about it looking back – no one needed to market. The economy was great and everyone had money to spend on a new kitchen. One friend would inform
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Your website is your online showroom – designed to inform, entice, and lead your potential clients to your physical showroom door. another about you, and viola! You took another order. Contrary to popular belief, this was not referral marketing – it wasn’t even salesmanship, it was order taking. Times have changed and developing relationships with past clients, their friends and prospects is an art you must develop. Relationship marketing employs tried and true tools such as direct mail, calling for follow-up visits and asking for testimonials to newer technologies such as e-mail newsletters, social networking websites (which have their own side to the cube, upcoming) and on-demand publishing. The key is to develop and maintain a relationship. People are more likely to do business with people they know and with whom they are comfortable.
4
Public Relations: We all love the notoriety from a
great press release. It makes us feel great and often brings us new clients. In an economy like ours, public relations is definitely worth pursuing, but remember, unlike advertising, you are at the mercy of the editors. They may write a different story than you had intended, they may not give you the placement you desire and your press release is likely to end up in the circular file, rather than published. Often times, it’s your relationship with the editor, in combination with a well-written press release that gets you published. As part of your relationship-development tactics, be sure to include the local press. Invite them to your seminars and events; invite them to lunch to determine what kind of story they are likely to publish. Although every editor will tell you advertising and editorial are completely separate (which most are and should be), it doesn’t hurt to show your support – magazines, more so than news media. Publish your own press releases on your website, blog, social media sites and submit them online – Google to find free and paid online sites.
5 Social Media: Facebook, LinkedIn, YouTube, Twitter, Yelp and thousands more makeup the landscape of online social media. Finding your business’ place in this world is a must. Think of it as you might have your website ten to fifteen years ago, or as people looked at the “fad” called television, years ago. The early
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adapters became comfortable with the new medium and were able to grow with it. Consider Facebook, as of August 2010, there is an audience of just under 129 million people, 56% female and 41% 35 years old and up, with another 25% ages 25-34 (according to checkfacebook.com). This is your audience. This is your opportunity to personify your business, develop relationships, disseminate information, show your designs and catch up with past customers. Regardless of the social network(s) in which you decide to participate, if it is for your business, maintain a business-like persona. Don’t use your personal Facebook listing as a business page – set up a business account at www.facebook.com/pages/create.php. If a cube had a seventh side I would add Google TV. Google TV is scheduled to launch this fall. According to Google’s own information (www.google.com/tv/) it will seamlessly combine your television, DVR and the internet. As marketers we should stop and consider the implications. A truly seamless integration puts all Internet content at your fingertips in your living room – especially online videos; from Hulu to Netflix to YouTube (owned by Google). With over 10 billion videos streamed online in the US during June 2010 (Nielsen Media Research) alone, I believe this has the potential to change the way we (and every other
1.19%. As a follower of these stats, they have not fluctuated much in the last 5 years (although some of the players have changed). My words of advice regarding SEO – it is not easy, it takes time and patience, it is not an exact science and any company promising a top organic listing in Google is either lying or utilizing some unscrupulous tactics that may backfire and ban your site from Google – be careful, it’s a jungle out there!
company) market. Have you ever considered owning your own TV station – now you can. While individually your video offerings may garner some viewers, a YouTube-based portal, such as the Kitchen & Bath Channel (established by this author) has the potential to be a consumer destination.
6 online/Mobile: Ranging from your website to your social media sites to your blog, online is vital to your marketing success. You cannot ignore your website or its search engine optimization (SEO), just because you now have a Facebook page. Your website is your online showroom - designed to inform, entice, and lead your potential clients to your physical showroom door. Facebook, Twitter, YouTube, your Blog, etc. are your yard signs, vehicles, brochures and business cards leading your would-be clients to your online showroom. Like the integrated marketing Rubik’s Cube, online is a mini cube itself, will all aspects working in tandem toward success. SEO is definitely a must. If your friends and family are the only visitors to your site, you’re in trouble. According to TMP Directional Marketing 82% of online local searchers follow up offline, via an in-store visit, phone call, or purchase; of these searchers, 61% went on to make purchases. In addition, 60% of searchers online looking for local businesses think that the top results are most relevant. A full 25% don’t want to have to scroll down. A report from MediaPost shows that a majority of local searchers 60% - first go online for conducting a local search. 30% use general search engines, such as Yahoo or Google, 17% use internet yellow pages (higher than I thought, and a number to keep in your mind as your local Yellow Pages rep comes calling), and 13% use local search sites, such as Citysearch. According to Hitwise.com the top search engines for the week ending 7/31/2010 were Google with 71.43% of the traffic; Yahoo with 14.43%; Bing with 9.86%; Ask with 2.32% and AOL Search with
SEM or Search Engine Marketing is from the advertising side of the cube, however if you are finding that your organic listing is not high enough to generate traffic, consider buying placement ads. Bear in mind as you spend your advertising dollars, temper your expectations. Google AdWords will not [likely] deliver a visitor who will click and buy, as if you sell cameras, but they will double the visits to your website. It is up to your website to send them to you – so you can seal the deal. There is truly an emerging marketing tactic that combines many of the other I have outlined – Mobile. The tools within the Mobile tactic include advertising, as well as applications. Statistically, according to Nielsen Media Research, Smartphone penetration in the US is 25% (Q2 2010) up from 16% last year. The research also shows that Android (Google) has a 27% share of recent (past 6 months) subscribers in the US (up from 17% in Q1); iPhones have a 23% share, down from 27%; Blackberry has a 33% share, down from 36%. As the application market grows, the opportunity to participate with industry apps or serving ads on games, resource materials, tools and the like will only grow. In full disclosure, this author is releasing a mobile app designed to drive customers to your front door in October 2010. Like the advent of the TV, the web and social networking before it, mobile is coming and we all need to be prepared to take advantage as part of our integrated marketing plan. You can twist and turn waiting for the economic Rubik’s Cube to bring back the good old days. Or you can employ the Marketing Rubik’s Cube as the basis for an integrated marketing plan for today’s ever-changing reality. I have provided my vision of the tactics, your job is to develop the message, the brand, the budget and determine the best tools to ensure success. Whether you do this on your own, with friends and family or hire a professional, your marketing and therefore your success is literally in your hands – finish the puzzle.
Philip D. Zaleon, Chapter Rep for the Eastern Carolinas Chapter, is the founder and president of Z promotion & design, Inc. – a full service integrated marketing and creative agency focused on the K&B industry. Phil is an international award-winning designer and producer/director who spent more than 12 years in the TV industry. Writer and speaker, Zaleon authored “A is for Advertising B is for Branding”.
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G Designed by Alan Hilsabeck, Jr., CMKBD Hilsabeck Design Associates Flower Mount, TX
Designed by Cynthia McClure A.R.T. Design Build, Inc. Bethesda, MD
Designed by John Granato, CKD Master Designs Syracuse, NY
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Designed by Mark Kaplan Howard’s Kitchen Studio, Inc. Cincinnati, OH
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etting the Picture
The Importance of Effective Digital Imagery. By Elinor H. Warner
Photography by Gridley + Graves / Woman’s Day Specials-Kitchens & Baths
You’ve just completed an absolutely stunning kitchen remodel. As always, you’ve photographed the project for your portfolio. You’re proud of this particular job, though, and when you find out about a design competition six months later you know that this would be the perfect submission. There’s only one problem: the contest requires you to submit large format digital files for which you have editorial rights, and because you shot the work yourself your files are not adequate and you do not have the proper release from the clients. This is a scenario filled with hassles, but one that never has to happen to you. Because photographs are crucial to your business, understanding best practices in terms of obtaining and utilizing images will help you broaden your client base and create greater awareness of your work. In strengthening awareness of your brand in the design industry, pictures really are worth more than a thousand words. Great photos do much more than make a great portfolio. Because kitchen and bath design is a visual medium, virtually every marketing media requires images. You need quality photographs for your brochures, catalogues, advertisements, direct mail, magazine editorial opportunities, press kits, trade show materials, and award submissions. The proliferation of new media means new marketing opportunities, all of which require images: CDs, DVDs, e-books, e-newsletters, PDF brochures and catalogues, PowerPoint presentations, company website, targeted web advertising, and digital image archiving. Each marketing platform has its own image needs in terms of composition but also in terms of file type and size. Altogether, it’s now more important than ever to have professional photography to portray your vision and your brand.
Can my photos be used? You may be wondering if your own photography could be just as effective. Good digital cameras have become more affordable, and it’s true that you might be an above average photographer. If your goal is simply to provide the client with a memory book of before and after shots, or to document the project solely for in-house purposes, you can probably shoot the needed images yourself. However, it’s important to remember that not all photographs are created equal. Only a professional can provide professional results.
A good photograph is one that effectively showcases your work and conveys your design vision, and professional photographers accomplish this in various ways. Anne Gridley has worked as a home interior and lifestyle photographer for the past 15 years as half of the husband-and-wife team of Gridley + Graves Photography. The biggest difference between amateur and professional interior photography, she says, is “lighting. We light our shots so that they look naturally lit, balancing our lights with available light. Our photos look as natural and comfortable as possible.” Proper lighting will highlight accents while reducing glare and shadows, and this can’t be accomplished with just a camera flash. Staging and shot composition work handin-hand with lighting to produce stellar images. “We think quite hard about our angles and where the camera should be,” Gridley states, so that the complexity and comprehensiveness of your design can shine. A professional interior photographer also knows how to stage props for a naturalistic and consistent look without over-cluttering. “You shouldn’t put flowers on the stovetop, for example,” Gridley explains, “and you don’t want props in the foreground blocking what’s behind.” Because photography is now a digital medium, file size and file preparation are NKBA.org | NKBA MAGAZINE–FALL 2010
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important considerations. Many consumer cameras can’t shoot at a high enough dpi (file size) for commercial uses, and different uses have differing digital requirements. A shot for your website, for example, needs to be sized differently than a shot for a brochure. A professional photographer will do file preparation for you, so that you have at hand a variety of images correctly sized and formatted for various uses. In the end, working with a professional photographer will ensure that you have on hand the shots that you need in the formats that you need for all your marketing purposes.
Hiring and Managing a Photographer Before you locate and hire an architectural or assignment photographer it’s important that you determine your marketing message and needs. What will be photographed? Who is the target audience for those photographs? Who is your demographic? What ideas do you have about what the final images will look like? Are the images for your website, a brochure, editorial use? Determining as best you can what the images need to look like will make it easier to find a photographer whose vision complements your own, and determining how the images will be used and for how long will make it easier to draft a licensing agreement (see below for more on licensing). In terms of finding a photographer, the Web has made this process easier than ever. You can begin by searching the online resources of photographers’ trade associations to locate professionals near you. From there, link to the photographers’ websites and view their online portfolios to fine someone whose creative vision is compatible with your own. If you’re looking for someone to shoot a kitchen or bath, be sure to find someone who has experience in this. These are difficult rooms to get right, so you want to hire someone qualified. “You want your images to look light and airy and inviting,” Gridley advises. She
ecause there’s no doubt that great photographs are as integral to marketing your work as is word of mouth, it’s important that you build an archive of images.
Designed by Gerard Ciccarello, CMKBD Covenant Kitchens & Baths Westbrook, CT
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also advises that you shop around and get some quotes before deciding on a photographer. “Look at the credentials as well as the portfolio,” she states, “and look at personality as well. The photo shoot should be a pleasant experience for everybody, so make sure you hire the person you genuinely want to work with.” Once you’ve decided on a photographer, he or she will provide you with a written estimate based on the production cost of the shoot as well as the licensing agreement. The cost of the shoot will depend on several factors. Are you looking for shots just for your website, or do you want publishable shots? If you’re looking for photos only for your website or brochure or for the clients, you might only need two or three shots, while editorial shoots require between eight and ten shots in order to have details as well as the overall room. Your needs will determine the estimate. Estimates can be all-inclusive, or can be done on an a la carte basis, although Gridley notes that most of her clients prefer an all-inclusive estimate that includes props, images, and licensing. Look for a photographer who is sensitive to your budget, and who will stick to their estimate. One way of keeping the budget in check is to group multiple projects into as few shoots as possible to save the photographer time. Also make sure you’re available on the day of the shoot not only to work with your clients but also to make sure that the photographer is getting the images that you want so that there will be no need to reshoot at a later date. On the day of the shoot, your photographer will bring the lights and props needed for staging. Your job will have been to work with the homeowners. Photo shoots can take hours to set up and complete, and the homeowner needs to be aware of this timeframe and comfortable knowing their kitchen or bathroom will be unavailable during the shoot. The rooms being photographed should also be cleaned before the photographer arrives.
Legal Issues Before a single frame can be shot you need to be sure all your legal bases are covered. In photography, this takes two forms: property and model releases and rights (licensing). If you will be using images taken in a client’s home for advertising, marketing, entering competitions, or editorial purposes, the client must sign a property release giving consent for you to take and use these images. Sample releases are available online (see sidebar) that you can adapt and use. Because not all homeowners want images of their property published in national magazines or appearing on the Web it’s crucial that you obtain a release. Even if you have a clause in your contract allowing you to document the progress of the project and allowing you to include those images in your portfolio you must obtain a separate property release for commercial purposes. This will be your job, not the photographer’s, and the photographer will want a copy of the release for his or her files prior to the shoot. You probably won’t need shots with people in them. Shots featuring your clients are fine for a memory book, but for commercial and editorial purposes you won’t want people blocking the view of appliances and design features. However, if a situation arises where people will be in the shots – for an editorial spread about the homeowners as well as the home, for example, or for a presentation about livability or ease of use – you must have all participants sign a model release form agreeing that their likeness can be reproduced for editorial and commercial purposes. Examples of these are also easily available online, should you need them. The most important legal document is the licensing agreement between you and your photographer. Photographs are copyrighted material owned by the photographer, and you must be granted a license for each and every type of use. Even if you are in possession of the digital files you cannot just distribute them however you see fit because in this case possession is exactly 0/10ths of the law. A license is a legal agreement allowing you to exercise specific, stipulated rights to the images for a specific, stipulated period of time. The agreement must state clearly who can use the images, how and where they can appear, and for how long the images are licensed. The images themselves remain copyrighted to photographer, but you have the right to use them. Although it is possible to purchase the copyright, this is expensive and you probably don’t need it. You do need full editorial and commercial rights to those images for which you have contracted, however, and it’s easiest and best to include full rights in the original licensing agreement. You can negotiate an agreement with more limited rights, but should an unexpected need arise you’d then need to amend the agreement. Most photographers are happy to license full editorial and commercial rights to their clients because they understand that most magazines will print only already-licensed images and will not obtain the licensing themselves. To that end, your licensing agreement should include permission for third-party use so that you can give contractors, vendors, magazines, and newspapers permission to run the images. Do note that the photographer will also have commercial and editorial rights to these images, and that this is not a bad thing at all.
Online Resources The following websites provide advice on hiring and working with photographers, sample contracts, releases, and licensing agreements, and links to help you locate a professional architectural or assignment photographer in your area: The Association of Independent Architectural Photographers (www.aiap.net) American Society of Media Photographers (www.asmp.org) The International Association of Architectural Photographers (www.IAAP.us or www.ArchitecturalPhotographers.org) Advertising Photographers of America (www.apanational.com)
First, the inclusion of your work in a photographer’s portfolio is just another marketing opportunity, but second and most importantly successful photographers are often able to market their work to national magazines. If your photographer has the ability to place an image of your work in a national home design magazine, by all means let that happen!
How Do I Afford This? Because there’s no doubt that great photographs are as integral to marketing your work as is word of mouth, it’s important that you build an archive of images. Your annual budget should include enough to help you build your portfolio, but there are other ways to make professional photography more affordable. Be sure to incorporate photography costs and timing into the design process. Providing your clients with photos or a memory album of their project can be part of the contract, and the costs associated part of the overall project costs. You might also be able to arrange for all those who shared in the job – contractors, vendors, product manufacturers, etc. – to share in the costs for professional documentation, since all of you have a need for commercial and editorial images. Also be certain to license only those few images that you need from a shoot. The photographer will take at least dozens of shots, but you will only need as few as three and as many as ten. Having a sense of your marketing needs before the shoot will help you to keep licensing fees within your budget. Finally, build your portfolio/image gallery slowly, accumulating images as you go. Invest your photography budget in jobs that are unique from one another and in those jobs that you feel best reflect your creative vision. Above all remember that your designs deserve the showcase that professional photography can deliver.
Elinor Warner is a freelance writer, editor, and publicist based in Easton, PA. As the creator, and former Editorin-Chief of a regional literary magazine, she now works with clients in a diverse range of industries, which include banking, flooring companies, and restaurants.
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Minding THE STORE Reinventing the Distributor Dealership. By Jim Raftus, Director of Marketing, Clarke Distribution Corporation
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John Ferrarone Photography
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I am the Director of Marketing for a regional wholesale distributor of major appliances and have been fortunate to have spent the last two decades working for Clarke Distribution Corporation. We re-invented wholesale distribution. While the traditional definition would describe distribution as breaking bulk of product inventory and delivering it to a network of retail outlets, at Clarke we see this as a “given” - an important subset of what we truly do. Here’s a quick snapshot of initiatives we’ll flesh out in this article: produced our own successful lifestyle television show, built a kitchen studio set in our showroom for a national public television show viewed on over 150 stations across the country, created a debit card designer rewards program for specifiers, launched Clarke Culinary Chef Series in our two locations, established our own design contest, created a design gallery on our website… and more. Why such significant, some would say daunting, initiatives? When Tom Clarke founded Clarke in 1991, he decided on three important factors that would serve as his company’s approach – it would be a marketing machine, it would embrace the design community and it would reach out to home owners, the final consumers of the brands he represents. None of these factors can be found in the Webster’s Dictionary’s description of distribution. The centerpiece or centerpieces for most of these activities are the two Clarke showrooms, an 18,000 square foot facility in Milford,
(left) Clarke Headquarters and Showroom, Milford, MA; (above) South Norwalk, CT showroom – hands on demonstrations area
MA and a 12,000 square foot space in South Norwalk, CT. Both were designed to inspire trade and consumers. While Clarke’s wholesale product offerings are appliances, sinks and faucets, it was early on deemed critical that the showrooms highlight these items in a unique and stunning fashion. Working with a roster of top area designers, Tom Clarke created 22 fully featured displays in Milford and 14 in South Norwalk, many of them “live” for hands on demonstrations. These luxurious showrooms acted as the springboards for the many unique business practices of Clarke. Early on in Clarke’s history, Tom was invited to conduct a tour of our showroom for a segment of PBS’s “This Old House” program. As soon as the show aired nationally, the phone inquiries (e-mail was in its infancy) noticeably increased. The results were more immediate, more impactful than any “paid” venues the company had used in the past. This began Clarke’s exploration into methods of using television beyond purchasing: 30 second commercial spots. Creating a regional television show worthy of being carried on a scheduled basis by legitimate stations, not “Pay” TV is an ambitious goal. With Clarke’s beautiful showrooms and multiple “live” full kitchen displays filming a cooking show would have been relatively simple. However, it was decided there are already a few too many chefs cooking in front of cameras from behind their counters. To attract viewers and retain audience Clarke instead NKBA.org | NKBA MAGAZINE–FALL 2010
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Emily Stern Photography
created a true lifestyle program called “New England Living.” Each of the 19 episodes, which were eventually filmed, had three consistent themes: travel, home design and food. Of course, two of these themes, home design and food play directly into Clarke’s core competencies. The travel component, which led each of the half-hour shows, was the hook to capture viewers. Our adventure-loving host rode in a hot air balloon, rafted down white water rapids, did loops in vintage bi-plane, played golf, cast her bait in a stream, and of course skied during the travel components, which covered the six New England states. Naturally, all of the homes featured had beautiful kitchens dominated by the brands, which Clarke distributes, but a committed effort was made to avoid any infomercial feel to the program. The visiting chefs, all regional cooking luminaries, cooked at the Clarke showroom with our on-air host, Pam Fletcher, a former Olympic caliber skier. Commercial spots featuring our showroom plus Sub-Zero and Wolf ads were bartered with the various stations. The programs were filmed in all respects to be worthy of national airing - well-scripted and beautifully shot. The program has aired on several stations throughout New England since 2007 and viewership was strong. In some markets, New England Living even outpaced local news broadcast. Three years after we completed filming the final episode, it is still being rebroadcast in some areas, a strong amortization of our cost. If you decide to go ahead and create this type of scenario, it’s important to negotiate barter deals with networks and secure sponsorships in assuring a sound financial model. Involvement with television on a national level required a dif28
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ferent tact. Fortunately we had met and worked with local chef Ming Tsai who had two shows airing at that time on the Food Network, but was looking for a change. Clarke was in the process of building our Massachusetts facility and discussions with Chef Ming led to our building a studio kitchen in the amphitheatre of our new showroom. We had surveyed television producers to determine what items would be on their wish list as part of a filming location. Their responses led us to incorporate the following: three times our required building amperage, a lighting grid in the ceiling with quick-connect electrical plugs and space allowed for a small Tom Clarke, CEO & Founder of Clarke Distri- production room. With bution Corp. (left) with Chef Ming Tsai (right) these components in place we convinced Chef Ming and WGBH of Boston to use our Clarke showroom as their home base. For eight seasons, Simply Ming has used this studio space for filming. Clarke receives not only rolling credits, but also Sub-Zero, Wolf and KWC, in addition to a five second video credit highlighting our showroom. The program airs on 92% of the top 25 market Public Television stations across the country, giving Clarke and our brands tremendous exposure to a suitable demographic. Tom Clarke’s twenty-year career as a successful manufacturer’s representative of cabinetry before he entered the appliance industry has given him a special affinity for the needs of designers. While there are kitchen dealerships that actively sell appliances, and are direct customers of Clarke, there are also numerous kitchen studios that choose not to purchase the appliances. In order for there to be a “win” for both these categories, Clarke
Involvement with television on a national level required a different tact. Fortunately we had met, and worked with local chef Ming Tsai who had two shows airing at that time on the Food Network, but was looking for a change. (left) “Simply Ming” being filmed at the Clarke showroom in Milford, MA; (right) South Norwalk, CT showroom – “Pacific Rim“ Kitchen
instituted the Designer Rewards Program, which allocates points to a Clarke debit card for the specification of our brands. These Clarke debit card dollars can be spent anywhere for anything. There are now more than 600 designers representing over 150 companies signed up for this program. This program and other initiatives are spearheaded by Clarke’s Business Development Team, which dedicates its time and efforts on what we call the “specifier” community. A long held premise at Clarke is “chase the specification, not the sale.” Having a strong loyal designer community reaps many long term benefits. In addition to the number of respected industry competitions, Clarke also holds a Design Contest. Once a year, the Business Development Team hosts a special gala where top earners in the Clarke Rewards Program are honored and the winner of the Design Contest is announced. This evening has become a must-attend event for New England designers and augments the hosting we do on a regular basis of NKBA, AIA, and Builder Association events. In this recent era of reduced marketing/ advertising funds any means of free public relations and media exposure is welcomed. In that vein, Clarke produced a section of the website called the Designer Gallery. This section allows us to profile the work of the finest designer in New England with photos and descriptions of projects and short biographies of their companies. As all retail and wholesale showroom traffic has slowed in the past two years with fewer homeowners taking on large projects it becomes important to cultivate new, qualified visitors to our facility. Therefore, we created the Clarke Culinary Center in our two showrooms. In these special live venues, top area chefs conduct cooking classes. These are paid events with ticket prices
intentionally skewed to bring serious food lovers into our beautiful display environment. A slower economy allows you to rethink your view of target demographics. Of course, homeowners thinking of building or remodeling are the primary candidates. With consumers reducing their expenditures and planned home projects, it may be necessary to develop a targeted second tier of potential clients. For our company, people who love to entertain and cook were a logical choice. The Clarke Culinary Centers have become powerful assets in highlighting our products in a fun and educational manner. Mindful of the shift from outbound marketing to inbound marketing, attention must also be paid to web presence and search engine optimization. We have made our website a much more robust two-way vehicle with increased video content including an exciting Signature Selling Seminar section. Social Media kept updated and relevant, is an excellent way to have ongoing conversations with trade and consumers. With reduced marketing budgets, Clarke has been able to increase showroom traffic by 47% in our Massachusetts facility. Our various efforts have allowed us to compile an invaluable data base of over 10,000 contacts and the contacts are categorized by segment they can be reached with appropriate content.
Jim Raftus is a thirty-five year veteran of the appliance industry. He joined Clarke Distribution Corporation at its inception in 1991 and currently serves as Director of Marketing. Visit www.clarkecorp.com.
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Designed to Inspire
Innovative design and high functionality incorporated into an elegant showroom space. By Sean Ruck
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Photography by Jason van der Berg – V6B Design Group
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design profile
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KITCHEN
It could be argued that the existence of the showroom featured in this issue of NKBA Magazine was in doubt at one point. It wasn’t that the key designer lacked inspiration or drive, but more because he hadn’t planned to be a part of the industry at all. “The industry found me basically,” recalls Earl Lawson, owner of V6B Design Group. “I was looking into starting a career in a different industry when I was approached by an acquaintance to manage a showroom. I had a business background. I didn’t know anything about managing a showroom, but I decided to give it a shot.”
Earl lawSoN
V6B Design Group Vancouver, BC, Canada v6b.com British Columbia Chapter NKBA Member Since 2000
That first step on the way to getting him to where he is today took place nearly three decades ago in 1983. That first industry job was in Calgary, in the Province of Alberta, Canada and Lawson spent a few years there before transferring to Vancouver to manage another of the company’s stores. He proved to be a quick-study and his passion for the industry was evident. Neither quality was lost on his employers. “A few years after moving to the management position in Vancouver, I was given the opportunity to buy the operations from the company I had been working for over those years. I decided to take that leap, but I also decided that I wanted to take the business from mid-range to high-end offerings,” he says. “I eventually opened up a high-end showroom in Vancouver and ran Showcase Kitchens from 1989 until 2005 when it morphed into the V6B Design Group.
The industry stays interesting “It’s an interesting combination of creativity, customer interaction and business,” says Lawson, commenting on what’s held his interest for all these years. “It’s not just design. There’s a tangible end to the business where you’re interacting with the client to really deliver on what they’re expecting. At the highend there’s actually not more work than you might encounter doing a mid-range project. You do have better materials available, but you still have a client to interact with, scheduling, orders to process, service calls, invoicing – that’s all still there. With the profit margin larger,
you have more flexibility in finding ways to deliver customer satisfaction, but it also starts out as a better experience. You also get to spend more time getting to know your clients.” Lawson‘s showroom offers a prime example of a “getting to know” experience. Except in this case, the customer is getting to know the company and getting a taste of the quality, creativity and craftsmanship that Lawson’s team puts into their work. That level of professionalism is understandable if one were to look at the experience contained under the umbrella of V6b Design Group. The employees for the company have collectively been in the industry for decades. “I hired one of the senior people in 1986,” Lawson says. The showroom design also gives customers a preview of the high-end products they can expect if they enlist the services of V6B. That’s an important part of getting a job started on the right foot. “When you deliver high-end, the product starts out very nice. When you’re delivering a mid or low-end product, there’s often that initial letdown when it’s first taken out of the box since it doesn’t look quite as nice to start,” Lawson says. “You can ultimately deliver a very nice design with those products, but you are starting from a disadvantage.”
The design’s the thing A nice product doesn’t determine design according to Lawson and in his estimation, it’s just the opposite. “We really have a focus on design here. Design first, product NKBA.org | NKBA MAGAZINE–FALL 2010
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design profile KITCHEN second. We don’t start with a particular manufacturer’s line, we work with the client to determine the design and then find the products to match. We have a very experienced team and a very wide-ranging supply of products. With a larger product selection, we have the luxury of being able to do creative work at a variety of price points.” While the showroom display may have put design first, it certainly wasn’t lacking in highend product. But it’s worth taking a step back for a moment to understand how Lawson and his team tackled the design of their show piece. “We treat our showroom designs as if we’re working on a design for an actual paying client. To do this, we actually create a family profile and a client needs list,” says Lawson. The family profile will present a background for the fictitious family, taking into account any special needs due to disabilities, physical requirements; for instance, a very short or tall chef, any additional requirements of the space (workspace, entertaining guests) and finally, any aesthetic requests. “When the project is finished, it’s a complete kitchen —all the cabinetry and appliances are finished. That way, a client can come in and see a full kitchen and get an idea of what we can deliver.”
“
We treat our showroom designs as if we’re working on a design for an actual paying client. To do this, we actually create a family profile and a client needs list.
Now, on with the showroom! Visitors to this showroom picturing the family cooking up bangers and mash or fish and chips or any other number of British dishes might be on track since the design is “British Colonial.” Of course, since the family’s background was imagined by Lawson and his team, there could be any number of reasons to go with this style – maybe the family had a penchant for watching BBC programs. Or maybe, just maybe, Lawson’s decades in the industry have given him a good concept of what makes for a striking design display. The kitchen was designed as a formal space that would also provide for many comforts an on-the-go family would appreciate. Clean, crisp lines accompany elegant and intricate detail. The woodwork details of the cabinets and vent hood are matched with the marble countertops of the kitchen island and the white quartz countertops located in the prep area. By utilizing classic white as the color of the cabinetry, further attention can be called to some of the striking design elements that manage to be bold while still maintaining their class. Displays of vases are housed above the prep areas and viewable through the glass cabinet doors. The silver/sage backsplash introduces a slightly different, but pleasing color addition.
“
As Lawson explained in his design statement, the kitchen is not only a fully-functioning space; it’s a room of custom-built furniture as well. Form, function and design flow through every nook and cranny of the area, with some of those nooks and crannies offering high-end hideaways.
Chef’s secret Nearly every aspect of this showroom kitchen offers extensive storage solutions without actually calling undo attention to that fact. The entry cabinet offers a hiding place for something that might not have been in demand in colonial times, but can certainly be appreciated today – a recharging station is hidden there ready to service phone, iPod 32
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dishwasher. With the exception of the of the 48” Wolf range and the elegant chandelier illuminating through electric rather than candlelight, what’s openly displayed in this design arena could very well have been housed in very high-end kitchens from generations past.
But does it work?
and Blackberry requirements. Meanwhile, additional smart touches include a place to hang keys, a shelf for mail, a catchall drawer, and a dropdown door that stands-in perfectly as a desktop. The storage doesn’t stop there. Behind retractable bi-fold pocket doors lucky chefs can find their dishes or turn on the flat screen television to cook along with their favorite show. Unless they just need to check a recipe online or order groceries … then, they may just use the computer that’s coupled with the television. On either side of the pocket doors is storage of a different sort. Concealed behind the cabinetry woodwork are two 700 series Sub-Zero refrigerators. A wine rack to the right of the wall holding the refrigerators keeps red wines in close proximity to the glasses stored in the cabinet. Meanwhile, Lawson’s design has more secrets to reveal. An appliance garage situated just below the wine rack conceals a microwave and walnut cabinetry on the island also acts as a front to hide the
The short answer is, “yes.” The more descriptive answer offers the reasons why. This design works because it’s providing the needed space along with carefully considered workflow planning. The prep areas on either side of the range give space for a cook and company to prepare the evening’s meals and the shelves next to the range keep spices at-the-ready. Utensils can be found in pullouts along with an integrated warming drawer with cutting board storage above it. The dishwasher is just a turn around and a few steps away to take care of the pots, pans and utensils when their work is complete. The island’s location with respect to the TV increases the likelihood of a teenager spending time with a parent preparing a meal or as a less formal eat-in kitchen spot.
But does it sell? At the end of the day, even though it’s a wonderful design, fictitious clients don’t help to pay the design company’s real expenses… or do they? It seems like many of Lawson’s clients readily relate to family X’s sensibilities. “About every other customer that walks into our showplace has responded with, “I want this!’” Lawson says. “Even if they don’t actually have the room to house a kitchen like this, the ‘wow’ factor really helps to inspire them. “
Favorite aspect and one last family member’s requirement When Lawson thinks about what his favorite part of the kitchen is, the back wall with the Sub-Zero refrigerator comes to mind. Upon further contemplation though, he changes his vote. “I like the little entry cabinet with the doggy door below it.” It’s the fine details like that ensuring every design has its day.
Sean Ruck spent seven years at the NKBA where he was the Editorial and PR manager. He has continued to write for the association, but in his full-time capacities, serves as the Editor-in-Chief for a medical news organization in New York. His time at the NKBA has been incredibly helpful with some of the design tips encountered over the years serve him well as he renovates the house he and his wife purchased last year.
NKBA.org | NKBA MAGAZINE–FALL 2010
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trends KITCHEN & BATH MARKET
The NKBA Kitchen & Bath Market Index Report
T
Dealers second quarter responses provide a positive forecast for the third quarter.
The NKBA Kitchen & Bath Market Index Report is conducted every three months to track quarterly changes in the kitchen and bath market. For the final month of each quarter, the NKBA tracks the average number of showroom visitors, monthly kitchen sales volume, kitchen sales price, monthly bath sales volume, and bath sales price. New to the NKBA Kitchen & Bath Market Index Report for the second quarter of 2010 are forward-looking responses from dealers, providing a forecast of the three months ahead. The data below reflects the responses of approximately 150 kitchen and bath dealers across the United States and Canada. Individual dealers may experience trends very different from the overall figures shown here, as no two dealerships will encounter the same market conditions.
For the complete results of this report visit NKBA.org/Research 20
43%
Average Monthly Showroom Visitors
46%
Stay the Same
10
53% 15
10
Average Quarterly Showroom Visitors
Average Monthly Average Monthly Showroom Visitors Kitchen Sales Increase Average Monthly Showroom IncreaseVisitors 42%
53%
Decrease Decrease
20
Q2 '10
15
5%
Q1 '10
10
8
Increase
5%
Average Quarterly Kitchen Sales
Average Quarterly Bath Sales KITCHEN Sales
Average Monthly 6 The average number of kitchen remodels conductAverage Monthly Kitchen Sales Average Monthly Bath Sales Bath Sales
ed by NKBA dealer members increased sharply in June, rising 26 percent from March and 32 percent Average Quarterly Kitchen Sales Decreasefrom a year ago to an average of 6.8 kitchen sales Decrease per showroom. This is the highest figure recorded 8 5 Stay the Same Stay the Same since the NKBA’s quarterly dealer surveys were launched in 2008. Increase Increase
20
7%
15
10
Q4 '08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10
Average Quarterly Kitchen Sales
Average Monthly Average Monthly Kitchen Sales Bath Sales
y
8
49%
15 5
Q4 '08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10
10 Average Quarterly Bath Sales Q4 '08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 6
Increase Increase
20 6
Decrease Decrease
7%
Stay the Same Stay the Same
Average Quarterly Kitchen Sales 58
7 15
5
Q4 '08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10
Average Monthly Bath Sales Increase
Average Quarterly Showroom Visitors 7
44%
4
10
Average Monthly Bath Sales
5
BATH Sales 5
Decrease Stay the Same
'08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10 NKBA dealersQ4 reported that bath sales have risen 43 percent since March, and are 27 percent above a year ago, now standing at its highest level since the NKBA quarterly dealer surveys began in 2008.
Average Quarterly Bath Sales
Decrease
As consumers have taken on more kitchen and bath 6 Stay the Sameremodels in the second quarter, NKBA bathroom dealers are very optimistic about the third quarter, with 49 percent believing this level of activity is sustainable, while another 44 percent believe bathroom sales volumes will continue to increase 5 over the next three months. Q4 '08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10
Q4 '08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10
Increase
7 Kitchen dealers are very optimistic about the next three months, as most expect kitchen sales volumes 4 to increase 5 percent Q4 through '08 Q1 '09September. Q2 '09 Q3 '09Only Q4 '09 Q1 '10 Q2of '10 6 dealers expect a decrease in kitchen sales volumes.
6
'08 Q1 '09 Q2 '09 Q3 '092010 Q4 '09 Q1 '10 Q2 '10 | NKBA.org MAGAZINE–FALL 34Q4NKBA
Stay the Same
Q4 '08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10
Q1 '09 Q4 '08
Decrease
Adding to the encouraging results from June, 43 percent5of NKBA dealer members expect the Q4 '08 Q1 '09 Q2to '09increase Q3 '09 Q4through '09 Q1 '10 Q2 '10 number of showroom visits September, compared to only 10 percent who anticipate a decrease.
49%
6
'09 Q4Q2'08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10
Increase
Average Quarterly Showroom Visitors 7 44%
Stay the Same Stay the Same
Q4 '09 Q3 '09
per showroom. More importantly, this represents a dramatic 38 percent increase from49% the year-ago 7 44% visits dropped sharply to Decrease quarter, when showroom just 13.4. This indicates a far more stable environStay the Same ment in which homeowners are at least seriously 7% considering6 kitchen or bath remodels.
42%
Q4 '08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10
Average Quarterly Showroom Visitors
20
Average Quarterly Kitchen Sales kitchThe number of consumers visiting the typical
Average Monthly Average Monthly en and bath8 showroom recovered from the slight Bath Sales Kitchen Salesdrop in the first quarter of this year, rising to 18.5
20
Decrease
10%
Showroom Visits
Average Quarterly Showroom Visitors
Increase
15
room Visitors
s
By Timothy Captain
4
Q4 '08 Q1 '09 Q2 '09 Q3 '09 Q4 '09 Q1 '10 Q2 '10
Perfection takes time. With its effortless closing action and aesthetic appeal, the CLIP top BLUMOTION hinge proves that groundbreaking integration from Blum is something worth waiting for.
Visit us in Booth 2537 at IWF. 800-438-6788 / blum.com
Perfecting motion Perfecting motion
headlines 36 KBIS | 38 MEMBERSHIP | 44 EDUCATION
KBIS 2011 – Collaborate. Innovate. Inspire.
R
Unveiling a new look and exciting conference program in Las Vegas.
By Annette Gray
Registration for KBIS 2011, the biggest event in the kitchen and bath industry, opens mid November 2010 and once again, the NKBA has been hard at work creating an informative and relevant experience suited for every segment of the industry. Start planning for KBIS 2011 – April 26 – 28 in Las Vegas. More affordable to attend than ever, the City of Lights is rolling the red carpet out, with the Encore at Wynn as the NKBA Headquarter hotel and the Las Vegas Hilton, Paris Las Vegas, and the Venetian Resort Hotel Casino as NKBA Preferred Hotels, along with a number of other exceptional accommodations near the Las Vegas Convention Center, featured on KBIS.com. The Opening Ceremony will kick off the show with speaker, Pat Croce - sports trainer, ground-breaker, motivational speaker, and well-known success story in the archives of professional sports history. In 1996, sports trainer Croce purchased the NBA’s last place team - the Philadelphia 76ers - applying his business savvy and unshakable positive spirit, he brought them from worst to first, during a five-year tenure. Croce is a nation-
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NKBA MAGAZINE–FALL 2010 | NKBA.org
KBiS 2011 Keynote: Pat Croce
ally renowned speaker, NBC commentator, host of a nationally syndicated daily show, and author of the New York Times bestseller, I Feel Great and You will Too! He was awarded the Entrepreneur of the Year Award and honored with A & E Biography’s Community Hero Award and he’s coming to KBIS 2011. “Pat Croce took the worst of situations with the 76ers and turned it into a slam-dunk! I’m excited for every KBIS attendee to learn his strategy for success, and understand how to apply it to their
headlines KBIS 2011
industry Segment Connectio Dennis Snow
business and career. This is a must-attend event!” -David Alderman, CMKBD, 2010 NKBA President-Elect New this year, Industry Segment Connection, the first-ever all-segments event will feature return-speaker, Dennis Snow. Based on the leadership principles learned, lived and taught during his 20 years with Walt Disney World, Snow will offer proven methods on how to incorporate service excellence into the culture of any business or organization. Designers, Decorative Plumbing and Hardware professionals, Dealers, Fabricators, Builders and Remodelers will all come together for an industry-wide event to network and learn from a leader. John K. Morgan; consultant, trainer, columnist and technology specialist, with more than twenty years experience in the kitchen and bath industry, will present a timely follow-up to his highly popular NKBA Chapter Presentation, “Moving Your Business to Digital.” The Business and Leadership Session entitled, Technology for Growing your Business is a must-attend event focused on real kitchen and bath professionals doing business in the digital world. Morgan will explain how to stay ahead of the curve in a market that has consumers researching, communicating, dreaming and purchasing differently than they did years and even months ago. Attendees
will learn how to grow sales and improve profitability through technology. “With as quickly as technology changes, I have adapted my chapter presentation to accommodate new developments as they’ve occurred. I typically make updates prior to each meeting, ensuring each one is uniquely state-of-theart. My goal in my presentation in the chapters and the new one I’ll be giving at KBIS is to help kitchen and bath professionals gain an advantage from rapidly developing technology, so they can stay a couple of steps ahead of their competition.” – John K. Morgan, 2010 NKBA Secretary In the Sales and Marketing Session, Scott Deming will address the frequently asked question, “What comes first, marketing or service?” Drawing on almost 30 years of real, in-the-trenches corporate successes, failures, and celebrations, along with the satisfaction of owning and operating a multi-million dollar national advertising and marketing firm, Deming will offer a high-energy session on successful branding for every business. He takes years of boardroom experience interacting with all levels of professional, and turns it into an easy-to-understand and implementable program. Described as a speaker with both sizzle and substance, Deming will convey what real branding and emotional
KBIS.com
n:
KBIS 2011
The NKBA is unveiling a new look for KBIS in 2011.
brand building is all about and how to apply it immediately. Sarah Reep is a nationally-recognized industry leader, award-winning designer and experienced educator. A regular columnist for Kitchen and Bath Design News, consultant for HGTV and ABC’s Extreme Makeover: Home Edition, Reep will provide a comprehensive look at the changing face of the consumer market and how to meet their needs. She will explain the “Gen Now” approach to buying, product selection and how to accommodate them with multi-media based tools. You will come away from the Trends and Insight Session with Reep’s real world examples of how to connect with today’s consumer and implement a strategy that results in business growth and sales success. Follow the NKBA and KBIS on Facebook at Facebook.com/TheNKBA. An early preview video of Pat Croce, along with KBIS updates can be seen at NKBA.org. NKBA.org | NKBA MAGAZINE–FALL 2010
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headlines
MEMB ER PROFI LE
MEMBERSHIP
A Ground-Breaking Leader – Martha Kerr, CMKBD The first female President of the NKBA.
By Annette Gray
certified designers she had become acquainted with, started a local NKBA Chapter; Northwest States. She was invited to sit on the Society of Certified Kitchen Designers, which led to representing the Northwest States Chapter as a member of the Board of Directors. She was interviewed to become a member of the Executive Committee and in 1985 she became the first female to be inducted as President of the NKBA. She credits Neil Kelly in his support of her volunteer leadership roles and says, “Working for a large company allowed me to accept the nomination for president of the organization, knowing that I
“Working for a large company allowed me to accept the nomination for president of the organization, knowing that I had a team in place to help me stay on top of my position at Neil Kelly Company.” had a team in place to help me stay on top of my position at Neil Kelly Company. Neil has always encouraged his employees to give back to the community and the industry, and he supported my active participation. The opportunity to lead a national organization and help shape the programs and the industry was a welcome challenge.”
Martha Kerr, CMKBD describes her first and last job in the kitchen and bath industry as one which began with a “Girl Friday” role – answering phones, typing specifications, posting invoices and sending out bills. She assumed this position in 1969, when she went to work for Neil Kelly Company in Lake Oswego, OR. She was hired to fill in while Kelly’s daughter was scheduled to be away for a three month vacation. Upon Susan’s return, Kerr was asked to remain and seek training in kitchen design. This was the simple start to the respected career of the first female president of the National Kitchen and Bath Association. Kerr attended every NKBA training program available, given by some NKBA notables, such as Ray Afflerbach and Bob Oxley. She completed cabinet company training sessions and the NKBA’s Business Management Program at Notre Dame University, along with receiving what she terms “the most valuable hands-on training afforded” by working as apprentice to Neil Kelly. After taking the CKD exam in 1976, Kerr along with several other
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NKBA MAGAZINE–FALL 2010 | NKBA.org
When asked about the significance or biggest benefit of certification, Kerr states, “Credibility.” “The education you receive studying to become certified is invaluable. A certified designer is one who understands the entire process of creating a kitchen or bath from function to the aesthetic. The years in service required to attain certification provides the necessary hands-on, college-of-hard-knocks education critical to success in our industry. The CKD and CBD credentials set you apart from other designers. You have a strong story to share with consumers who want to work with an accredited professional.” Kerr reflects on a number of pioneer efforts that she was proud to take part of during her presidency, such as the creation of the Certified Bath Designer program and the early development of the Bath Industry Technical Manuals. Most obviously she looks at her presidency as a career highlight. In addition, her induction into the Kitchen and Bath Hall of Fame and Chapter acknowledgement of Lifetime Achievement Award are also honors that she ranks high in career milestones. However, Kerr also presents a different spin on lifetime achievements saying, “As I reflect on 41 years in our industry, the friendships I’ve shared with colleagues all over the country have vastly enriched my career and my life in so many ways. Perhaps that is the greatest accomplishment of all.”
Setting His Sights High – Alan Hilsabeck, Jr., CMKBD Fourteen years of volunteer leadership.
ER MEMB LE PROFI
By Annette Gray
He is someone who describes himself as a “people person” who left the corporate design firm environment to establish his own firm. He did so because he wanted the ability to familiarize himself with the end-user of the spaces that he was designing, as well as a more hands-on approach to visiting the project site on a regular basis. He has served in volunteer leadership positions in the NKBA for the past 14 years, and anyone who has gotten acquainted with Texas-based designer Alan Hilsabeck, Jr., CMKBD, knows that his NKBA leadership aspirations reach all the way to the level of President. He has held positions at the local chapter level in roles such as VP Programs, VP Education, Nomination Committee member and President. At the national level, he has served on the Advisory Council of Multi-Branch Retailers, Advisory Council of Designers as Secretary and also as part of the judging panel for the 2010 NKBA Design Competition.
after moving to Texas, he volunteered to be a part of the first Board for the Texas North Plains Chapter. His desire to go solo professionally is a notion he says began in drafting class back in high school, and is part of following in the footsteps of one of the all-time architectural “Greats.” “Frank Lloyd Wright was and is my professional idol and I simply followed his path by working for several great firms until the timing was right to go out on my own. I did so in 2008 and I believe the confirmation that the timing was right was a combination of a roster of great clients along with a substantial waiting list of potential clients.” The goal set long ago from the confines of a classroom were realized and achieved, and wherever Hilsabeck’s path may follow in years to come, his energy and enthusiasm for his profession and the industry will be sure to pave the way.
He attributes his involvement and leadership goals in large part to his parents who he says, “raised me to be a leader and not a follower.” He goes on to affirm, “In any organization or activity, I’ve always strived to be actively involved but also to set a goal of reaching the highest level achievable. Being an active member of the NKBA and serving as a volunteer leader has been highly rewarding, and continues to play a major role in my professional success.”
“In any organization or activity, I’ve always strived to be actively involved but also to set a goal of reaching the highest level achievable. Being an active member of the NKBA and serving as a volunteer leader has been highly rewarding, and continues to play a major role in my professional success.” His career in the kitchen and bath industry began in 1993 in Wichita, Kansas. Between positions as a Commercial Interior Architect, a local corporate recruiter suggested that he might be suited to a position in a local Kohler registered showroom. The position was for a Designer/Salesperson and by accepting it he began his path toward becoming a certified designer, which he has followed for the last seventeen years. This was also the catalyst for his involvement in the NKBA and in 1996, NKBA.org | NKBA MAGAZINE–FALL 2010
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headlines MEMBERSHIP
The NKBA and a Spirit of Volunteerism. South Florida rolls up their sleeves with Habitat for Humanity.
The day began at 7:45 a.m. where willing chapter participants collaborated with others from the Habitat for Humanity of Broward County. After arriving, volunteers were asked to check in with the site supervisor and given the directives of following all safety guidelines, reaching the day’s construction goals, drinking plenty of water, and cleaning and putting away tools before leaving for the day – not too difficult a list for a bunch of sharp NKBA kitchen and bath pros!
On Saturday, August 21, 2010, Lewis Reif, President of the NKBA South Florida Chapter headed up a team of about fourteen chapter members who joined in the cause, and contributed their talents toward a Habitat for Humanity house project in Fort Lauderdale.
Reif expressed his gratitude for the group’s willingness in an e-mail the following day, saying thanks not only for the team’s participation, but their positive attitude and energy on a hot day. Read more about this story on page 49.
Celebrate Kitchen & Bath Month with NKBA Discounts NKBA Courses NKBA members and non-members receive 25% OFF in October.* *Century College partnered courses and EPA RRP courses are not discounted.
NKBA Professional Resource Library NKBA members and non-members receive OFF.* 25% OFF
NKBA Merchandise NKBA members and non-members receive 10% OFF any NKBA product during October.
NKBA Members Only: Order the nine volume set in October and get a FREE NKBA Business Management Forms CD. (Valued at $49.99) *Offer ends 12/31/10.
Visit NKBA.org /Courses
Visit NKBA.org /Store
Visit NKBA.org /Store
For more information contact NKBA Customer Service at 1-800-THE-NKBA (843-6522).
Alberta
Manitoba
British Columbia
Saskatchewan
Q u e b e c
National Updates 2011 Region Director Elections The NKBA would like to congratulate the incoming 2011 Region Directors. We offer congratulations to all who have been elected to contribute toward the leadership of the organization. Congratulations also, to the directors of the newly-created regions that are effective January 1, 2011 as part of the region restructure. Thank you for your commitment and enthusiasm to the association.
Hawaii
We would like to extend a sincere thank you to the NKBA Region Directors whose terms will be ending as of December 31, 2010: Phillip M. Rothschild, CKD, John Petrie, CMKBD, and Dorothy Harter, CKD, CBD. The NKBA could not be the industry leader that it is without the strength of its own organizational leadership. We appreciate your willingness to serve. As follows is the NKBA Regional Chapter Network for 2011:
ribati
Maria Stapperfenne, CKD, CBD Region 1 Northeast Maine Manhattan Metro NY New York Tri State Northern New England Northern New Jersey Southern New England Westchester
O n t a r i o
Barry R. Tunbridge, CKD Region 2 Northeast Central Central New York Mid Atlantic Ontario/Canada Pocono/Northeast Susquehanna Valley Western New York
Region 9
Washington
Phyllis Davis O’Brien, CKD Region 3 Mid Atlantic Central Baltimore/Washington Central Ohio Kentuckiana Ohio State Ohio Valley Pittsburgh Tri State Southern Ohio/Kentucky Virginia State
Minnesota
Wyoming
Illinois
Utah
Region 8
Colorado
Membership Renewal – Convenience is a Priority French Polynesia
2011 NKBA membership renewal is underway. Membership dues are based on a calendar year, so annually payment is due by January 1st. It’s more convenient than ever, with online renewal available from mid-October, 2010 through January 10, 2011. In place of numerous e-mail blasts that fill your inbox, we’ve created what we hope is an easy way for members to renew. The 2011 membership renewals will begin with an invoice arriving in your mailbox during the middle of October, followed by a November 30th electronic invoice. There will be one last printed invoice mailed out January 6, 2011 and a final e-invoice late in January. Renew conveniently, quickly, to ensure that you don’t miss out on any of your member benefits.
Arizona
Region
New York
Kansas
Ohio
Indiana
Missouri
West Virginia
Region 3
Kentucky
Oklahoma New Mexico
Tennessee
Arkansas
CT
Pennsylvania
Region 6 Nevada
NH
Michigan Iowa
Nebraska
Karl Harte Region 4 Upper Southeast Carolinas Eastern Carolinas Georgia GA/SC Coastal Piedmont Blue Ridge Carolina Tennessee East Tennessee Middle/West Subchapter
Curtis R. Ostrom, CMKBD Region 6 Upper Midwest Chicago Mid West
VT
United States
California
Debra H. Robinson, CMKBD Region 5 Lower Southeast Alabama Central Florida Emerald Coast Florida Treasure Coast North Florida South Florida
Mai
Wisconsin
South Dakota
Idaho
Oregon
Region 10
Region 2
North Dakota
Montana
MD DC
Ma
RI
New Jersey Delaware
Virginia
North Carolina South Carolina
Indiana State Region 7 Iowa Michigan State Minnesota State Mexico Missouri/Southern Illinois Northern Michigan West Michigan Wisconsin/Upper Michigan Texas
Denise M. Dick, CMKBD Region 7 South Central LA/MS/AR Nebraska/Kansas Oklahoma Texas Gulf Coast Texas Hill Country Texas North Plains Texas South Plains Subchapter Kevin Finnegan, CKD Region 8 Southwest Central Arizona Arizona South Mountain States New Mexico Rocky Mountain Sierra/Nevada Southwest Desert
In with the New
4 Paula Kennedy, Region CKD, CBD Region 9 Northwest Alaska Region 5 Big Sky British Columbia Columbia River Idaho Southwest Cuba Olympic-West Sound Palouse Subchapter Jamaica Prairie Provinces Belize Puget Sound Mississippi
Alabama
Georgia
Louisiana
Florida
Guatemala
The Bahamas
Haiti
Dominica Republic
Honduras
Lilley E. Yee, CKD, CBD, CID Nicaragua El Salvador Region 10 Southwest Aloha Costa Rica California Capital Central Coast & Valleys Panama Coachella Valley/Inland Empire Northern California San Diego San Joaquin Valley Ecuador Southern California
Colombia
– Claudette Hoffmann NKBA Director of Member Services
Peru
2011 Chapter Officers
The fall election process is underway and voting members from each chapter will be receiving their ballots via e-mail or mail, for those without e-mails, and asked to return them no later than October 15, 2010. The results will be tallied and then posted on October 25, 2010 at NKBA.org/Chapters. Chapters who held elections will also receive an e-mail, which includes a link to their chapter results. December 2, 2010 is the deadline for submission of new chapter officer names for any unfilled positions that will be appointed by the nominating committee.
Chil
Look for the announcement of your new leaders and consider your own potential for volunteer leadership roles in the future. NKBA.org | NKBA MAGAZINE–FALL 2010
41
headlines MEMBERSHIP
Crackdown on Misclassification of Independent Contractors The IRS takes a careful look.
By Edward S. Nagorsky, Esq., NKBA General Counsel & Director of Legislative Affairs
With unemployment high, and federal and state tax revenues down, there seems to be a renewed focus on independent contractors and their misclassification by potential “employers.” Federal and state officials have expressed their belief that the tax revenues are significantly reduced because companies are misreporting their “regular” employees as “independent contractors.” The IRS has recently announced that it will begin auditing 6,000 employers over a three-year period for improper independent contractor misclassification. At the same time, the Department of Labor intends to focus on misclassification enforcement during wage and hour investigations. More than two dozen states have also increased investigation efforts and issuing higher penalties for misclassification than ever before. Colorado, Illinois, Iowa, Maryland, Massachusetts, New Jersey and New Mexico have recently passed legislation specifically targeting misclassification in various industries, and more state laws are proposed.
42
Independent contractors have also joined in the parade. Class action lawsuits by independent contractors alleging improper classification has significantly increased this past year. Workers who are improperly classified as independent are denied the benefits and protections that workers have who are directly employed by the company, such as workers’ compensation insurance, wage and overtime protection, sick days, vacation pay, health insurance, and importantly in today’s environment unemployment insurance.
tion, allow contractors to petition for review of their classification and eliminate employer safe-harbor provisions based on a good faith belief that the worker was an independent contractor.
Employers have an incentive, albeit an illegal one, to look the other way in classifying their employees because passing off regular company workers as independent contractors avoids the payment of Social Security, Medicare and unemployment insurance taxes for those workers. Firms retaining the services of independent contractors also do not withhold income taxes from those contractors’ paychecks, and according to the New York Times, several studies have indicated that misclassified independent contractors fail to report 30 percent of their income. Even businesses that try to comply with the law may unknowingly misclassify an employee due to the complexity and confusing factors that are used to make a classification determination. The Government Accounting Office has noted in its report that an estimated 3.4 million regular workers were misclassified by employers, resulting in an estimated loss of $1.6 billion (in 1984 dollars), and roughly ten percent to thirty percent of businesses misclassify at least some of their employees.
Companies should take the following proactive steps to minimize the risks associated with the heightened enforcement efforts relating to misclassification of employees as independent contractors:
Congress has recently introduced the Taxpayer Responsibility, Accountability and Consistency Act of 2009, which is currently pending. This bill would increase the penalties for misclassifica-
More information on the classification of workers may be obtained at the IRS website: http://www.irs.gov/businesses/ small/article/0,,id=99921,00.html
NKBA MAGAZINE–FALL 2010 | NKBA.org
Workers are generally considered employees where they are subject to the direction and control of the company; independent contractors generally are their own bosses, solicit their own customers and exercise their own independent skill and judgment in the performance of their duties. Admittedly, making this distinction is difficult in many circumstances.
• Conduct a self-audit of independent contractor relationships using the IRS guidelines available on its website. • Promptly correct any misclassifications and pay back wages and benefits owed. • Ensure benefit plans specifically define the employees eligible for benefits. • Include a waiver of benefits rights in independent contractor agreements. • Train hiring personnel on independent contractor misclassification.
Myth: “My clients don’t need financing.” Fact: In the current environment, homeowners who
use financing initiate larger projects, buy higher-end items, and are more likely to return to your retail showroom again.
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GE Card vs. Bankcard
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Private Label Credit Card Bankcard
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Interested to know more? Call GE Money at 866-209-4457 to enroll and get started today!
headlines EDUCATION
Education in Business – KBIS 2011 Keeping yourself current.
By Laura Domanico, NKBA Director of Education
EDUCATING THE INDUSTRY Ken Jones, MBA delivers a course at KBIS.
With an increasingly savvy consumer demographic and challenging economic times, it’s more essential than ever to stand out from your competition, and ensure that you have a strong foundation of knowledge and current ideas to present to your clients. One way of ensuring this is by continuing to build on your education. The NKBA offers convenient methods of learning, and KBIS is an event where you can attend the biggest show in the industry, and take advantage of beneficial educational opportunities at the same time and location. Increase your business knowledge and develop your sales acumen. Come and learn from two of our experts, and gain the wisdom of their experience. Ken Jones, MBA, Director of Entrepreneurship at the University of Houston
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NKBA MAGAZINE–FALL 2010 | NKBA.org
will incorporate 25 years spent forming, building and selling businesses into a strategy-filled two-hour workshop, entitled Better Business Strategies. Bring your topics, listen and participate. Jones, whose professional history includes documented successes in entrepreneurial development, turn-around management consulting, software development, e-business creation, and strategic marketing will offer techniques on shortening your sales cycle, increasing marketing effectiveness, reducing the costs associated in landing new business and putting your business back on track. Understand the importance and impact of the internet, and how you can grow your business through online techniques and a strong web presence. More and more consumers – your potential clients - are turning to the internet to research qualified kitchen and bath professionals. If your website is not what it should be in consumer appeal, or worse yet, you do
not have a website at all, you’re missing out on a large percentage of clients and sales that could be yours. Brian Kraff, Senior Vice President of Service Professional Solutions for ServiceMagic, CEO of Market Hardware – one of the nation’s leading providers of websites and web marketing plans for small businesses - will explain how the internet and its impact has changed. Learn exactly what makes for a professional website, pitfalls to avoid, and how to ensure that consumers in your area will find your site when they need it most. Kraff was the founder and former CEO of eStudentLoan, the world’s largest comparison marketplace for student loans, which won numerous “Best of the Web” awards from Forbes, PC Novice Magazine, and Online Banking Report and he feels you don’t have to spend a fortune to properly represent your company on the web and optimize your results through search engines. Optimizing Your Business Online is the presentation you need to attend to help make 2011 a growth year for you and your business. Scheduling the time, and budgeting the expense to attend KBIS and participate in the informative education courses, is something you can’t afford to leave out of your plan for the year. Come, learn, grow and benefit your business.
AKBD Exam Becomes an OnDemand Exam As of December 1, 2010 - Castle Worldwide will offer the AKBD exam year-round. In working to create more convenience for professionals interested in pursuing certification, a candidate who has met the NKBA educational requirements may present themselves at any testing center in the United States to sit for the exam. The candidate can do so at a time and location that suits their schedule.
Certified Member Spotlight On NKBA.org.
By Niamh O’Byrne, NKBA Manager of Certification
The NKBA Certification Department is excited to introduce a new monthly feature on the certification webpage at NKBA.org.
Look to the Certified Member Spotlight, and see how certified professionals are using their NKBA certification to provide credibility and increase their professional knowledge. If you’re interested in receiving international exposure through our website, read through the criteria below, and submit your name today.
Consideration is based on the following: • Work experience that displays professionalism and an innovative approach to design • Involvement with the NKBA local chapter meetings (Although not mandatory, we’d like to hear how you’re involved in your chapter) • Innovative, proactive approach to business (Success story or professional accomplishment you’d like to share) • Certification status must be current and active with the NKBA to be considered for this feature
Your application should include the following: • A recent photo in jpeg format • Indicate your level of certification and when you obtained it • The name of your company (your own or your employer) • A brief description of how your NKBA certification has helped you with your career or clients • A short paragraph detailing your involvement with the NKBA, if applicable • Why and how you became involved in the kitchen and bath Visit NKBA.org/Certification to submit your name for consideration in being industry featured on Certified Member Spotlight.
PROFESSIONAL RESOURCE LIBRARY The NKBA has written the most comprehensive books in the industry, so you can write your personal success story as a kitchen & bath professional. Owning all nine volumes is like having a team of experts at your side 24/7, with the latest best practices on design, planning and management, plus up-to-date guidelines, standards and codes. Essential for certification, and invaluable even for seasoned professionals, they can help you stay on top of this fast-paced field.
Order Today NKBA.org /Books | 1-800-THE-NKBA (843-6522)
headlines EDUCATION
Functional, Safe Microwave Placement
nKBA Professional Resource library education series
Careful attention given to height and landing area. The following is an excerpt from the NKBA Professional Resource Library volume Kitchen Planning. For more information, visit NKBA.org/Books. To order, call 1-800-THE-NKBA (843-6522). MICROWAVE COOKING People use the microwave for a variety of cooking tasks, which can determine where the microwave should be placed in the kitchen. It might be suitable to place the microwave next to the refrigerator if it will primarily be used to defrost food and reheat leftovers. It could also be placed within a preparation area that is between the sink and refrigerator. This would be convenient for defrosting, reheating and some food preparation tasks. Other locations are more suitable for a microwave, microwave/convection combination or speed-cooking appliance used for major cooking tasks. In this case, the microwave should be part of the primary cooking center. Placing the microwave in a preparation area that is between the sink and surface cooking appliance might be suitable for creating a primary cooking center with food preparation activities. A microwave combined with a ventilation system is sometimes placed over a cooking surface, placing both appliances at the anchor point of the primary cooking center. This can be efficient in a small kitchen, since the microwave is not taking up counter space or cabinet storage. However, the microwave will not be at a height that is safe and convenient for some users, and the ventilation system may not be adequate.
PLACEMENT HEIGHT Research has indicated the best body mechanics for using the microwave is for the bottom of the microwave oven to be placed no lower than 2 inches below a primary user’s elbow and no higher than 3 inches below the primary user’s shoulder height. This will allow the user to see into the
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microwave to observe food cooking, to see the controls (which often require a visual confirmation of settings) and it will provide for appropriate leverage when taking hot food out of the oven. The NKBA recommends that the bottom of the microwave be placed no higher than 3 inches below the user’s shoulder height. As a general interpretation of this recommendation, the NKBA guideline states that the bottom of the microwave should be placed no more than 54 inches off the floor. If placing the microwave over the cooking surface, follow the manufacturer’s instructions for clearances. Keep in mind that 24 inches between the cooking surface and a protected surface is recommended by the NKBA, putting the bottom of the microwave at 60 inches, which is 6 inches above the maximum shoulder height recommendation. However, more important than either of these recommended distances are the safety concerns of this application. Reaching over hot and steaming food on the cooktop can be dangerous for anyone, but especially if someone cannot see what they are getting. Also, there is not a convenient counter space below the microwave to place a hot food item. Sometimes a microwave is placed below a raised or even a standard height counter. This might be appropriate for children or people working from a seated position, again improving access but requiring added attention to safety for toddlers. However, this application may require others to stoop and bend to read controls and to take food out of the oven. The NKBA allows for this type of installation, but the bottom of the oven should not be below 15 inches off the floor. Who the users of the microwave are and how they use the microwave will really determine the appropriate placement of the appliance. Make sure you understand the clients’ functional requirements (shoulder height, upper body strength, eye height) and their use of the microwave (preparing snacks, cooking casseroles, prepping ingredients) when you plan the placement of the microwave.
LANDING AREA Wherever the microwave is placed, a 15-inch landing area should be provided above, below or adjacent to the microwave oven. Most microwaves have handles on the right and, ideally, the landing area should be on that side, but it is not always possible to do that. If a landing area is located across from the microwave, it should be within 48 inches of the front of the appliance. Remember all landing areas are between 28 and 45 inches above the finished floor, so evaluate where the landing area will be when a microwave is placed in a 48-inch high cabinet.
2010/2011 NKBA Student Design Competition Entry Deadline – November 30, 2010.
By Sherylin Doyle, AKBD, NKBA Manager of Academic Relations
For the first time, NKBA student members competing in the NKBA Student Design Competition have been asked to design in a new challenging environment: a multi-million dollar high-rise condominium in downtown Chicago.
at a special ceremony held during the 2011 Kitchen & Bath Industry Show (KBIS) in Las Vegas. The winning designs will be featured in the NKBA Design Competition Winners Publication and awarded the following:
The 2010/2011 competition presented by the NKBA and sponsored by American Woodmark and Sub-Zero/Wolf asks students to research the newest, most impressive products to design a residence accommodating the lifestyle needs of clients, Thomas and Margaret Fletcher. In addition, entrants are asked to redesign the master bath and vanity area to increase efficiency in-keeping with the clients’ schedule requirements. Students must adhere to construction and building concerns as guided by the local architect. New requirements for the competition include submission of the NKBA Specification Form to document materials and verify procedures for transporting materials and debris through the freight elevator. The winning entries in both the kitchen and bath competition will be recognized
1st Place Kitchen – $2,500 Scholarship 2nd Place Kitchen – $1,500 Scholarship 3rd Place Kitchen $1,000 Scholarship 1st Place Bath – $2,500 Scholarship 2nd Place Bath – $1,500 Scholarship 3rd Place Bath – $1,000 Scholarship Winners also receive complimentary registration to KBIS 2011, including admittance to the awards ceremony, two-night hotel accommodations, and transportation to the event. Students may enter the kitchen, bath, or both portions of the competition.
Sponsored by
NKBA Student Chapter Banner Competition Student members can put their creativity to use and win $100 for their student chapter. The NKBA Student Chapter Banner Competition is open for entries and the deadline for submission is October 31, 2010. Banner requirements are as follows: It must be a minimum of 17” X 22” in size, include the NKBA Student Chapter logo, along with the name of the chapter, and can be any material selected by the entrants. For submission, please adhere to the following rules: • Entry must be submitted electronically, and must be received no later than October 31, 2010 • One entry only will be accepted from each student chapter • Only entries sent electronically will be accepted • A photo of the banner being displayed at a Student Chapter meeting must be included with the entry • Entries will become the property of the NKBA and will not be returned
Go to NKBA.org/Students for more information, FAQ’s and to download an entry brochure. Also find “Tips for Winning,” which offers guidance on how to avoid disqualification and a checklist of avoidable mistakes in entering.
Winners will be notified by November 30, 2010, and the NKBA Student Chapter logo can be downloaded at NKBA. org/Logo.
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last word The Rewards of Volunteerism and a Team Spirit.
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A collaboration between the NKBA and Habitat for Humanity.
By Annette Gray
Lewis Reif, CKD, CBD, South Florida Chapter President, led the way for his chapter’s recent participation in a Habitat for Humanity project in Fort Lauderdale.
members and ask for a team of 15 hard-working volunteers to give a little blood, sweat, and tears for the day. We have a great dynamic chapter and I felt confident that we would get the right people to step up to the plate, and give of themselves - and they did! They showed up ready to work hard, and do whatever was necessary to help get the job done.
NKBA: What is your background in the industry and with the NKBA? LR: I have been in the kitchen and bath industry with my company Allied Kitchen and Bath for the past 26 years, practicing as a CKD as one of our senior kitchen and bath designers. I just received my CBD this year and am I hoping to be qualified for my CMKBD sometime next year if all goes well. I have been a long time supporter of the NKBA and an active grass roots volunteer, serving on most positions from our board and being 3 times term president since the early 1990’s. This is my final year as President and look forward to passing the gavel on to the next leader of our chapter. But I will always have a passion for our associations our chapter and its members of South Florida. NKBA: What was the catalyst for your chapter’s volunteer project with Habitat for Humanity? LR: I have always believed in the philosophy of spreading good karma and paying it forward to help others. When I and my fellow board members were planning the remaining events for the 2010 chapter year, one of our goals in the direction of our chapter was to give back to the community in a meaningful way. NKBA: Have you or your chapter had other involvement with Habitat? LR: About ten years ago our chapter had a similar project with Habitat on a smaller scale, and I remember how much fun it was, and how good I felt about myself afterwards. So the idea came to me to try doing it again in our area. The company I’m part of has always been a long-time supporter of Habitat. My co-workers and I participated earlier this year at one of their other campus villages working together as a team finishing their homes. NKBA: Did your fellow chapter members share your enthusiasm in the project? LR: I reached out to the South Florida Chapter
looking ahead NKBA Design Competition Finalists
NKBA: What was the greatest reward from your GIVING BACK TO THE COMMUNITY volunteer efforts? LR: After Lewis Reif, CKD, CBD provides direction you’ve spent the day painting, for Habitat volunteers. roofing or doing any other task that they assign you and you’re dirty, sweaty, achy and spent - it still feels great having given of yourself to help others. It was very inspiring for me to spend the day with fellow volunteers, the Habitat people, and the recipients of these homes. From the start of the day at the morning circle going all the way through to the end of the day, working side by side and getting to know each other on a personal level, seeing everyone give their time to help someone in need, created a special bond between everyone involved. When you realize how fortunate you really are in life after working to help less fortunate ones, it makes you appreciate and be grateful about where you are in life. NKBA: Do you foresee future collaborations between the NKBA and Habitat for Humanity? LR: If I can help it, we will continue to support and participate each year with Habitat for Humanity and make a positive difference to beautify our local communities. We are a fun group of people, who love what we do.
NKBA Magazine – Winter 2011: The DESIGN Issue
The year’s best for 2011. The 27 finalists in kitchen and bath design categories are revealed.
2011 K&B Trends
Water Conservation
Designing for All
Simplifying Large Spaces
Take a look at what’s hot in design innovation and technology. Universal design at its finest and most functional.
Blending beauty and efficiency in household water consumption. Making vast spaces usable, friendly, and lifestyle-specific.
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Turns out, the kitchen isn’t the only place it’s helpful. SoundSeal Plus™ technology reduces sound up to 60%.
©2010 InSinkErator, Insinkerator® is a division of Emerson Electric Co. All rights reserved. *The mounting collar confi guration is a trademark of Emerson Electric Co.
*
Can help reduce greenhouse gases by sending less food waste to landfills.
MultiGrind Plus™ grinds the toughest food, including bones.
InSinkErator® Evolution Series® disposers do a lot of things you wouldn’t expect. Like grind bones or help responsibly dispose of food waste. Using a disposer can help reduce landfill waste and greenhouse gas emissions. It also helps capable wastewater treatment plants turn food waste into renewable energy and fertilizer. (Check the plant in your area.) In fact, it could be one of the most thoughtfully designed things in any kitchen. To learn more, visit insinkerator.com/green.
Connecticut Hideaway Classical Designer Construction Permit So what’s cooking in the new kitchen? The kitchen was a long walk and a stairway from the lavish dining room seating12. There was only one ideal solution: Adding a new wing to house a new kitchen. Today, Paris-born designer Robert Couturier and his partner Jeffrey Morgan live elegantly among centuries of antique treasures. New among them is the six-burner, 48-inch gas range and double oven in their brand new GE Monogram kitchen.
GE Monogram Visit monogram.com