Plumbing Products

Kohler

Kitchen & Bath Plumbing Products and Gracious Living

From consumer-facing retail signage to showroom selling materials, I’ve helped brands connect technical performance with everyday usability. I simplify specifications while telling stories that build trust, drive sales, and enhance the customer experience.

The case examples on this page illustrate my deep understanding of diverse audiences and the ability to craft plumbing industry messaging that achieved measurable sales and brand growth.

“Gracious Living” was coined by Herbert V. Kohler, Jr. As a trade and consumer promotion analyst, I had to be conversant in the needs and wants of multiple target audiences that delivered it. Each audience required a different appeal and messages needed to be tailored accordingly. Some of these targets included distributor principals, retail showroom owners and showroom attendants, kitchen and bath designers, architects, builders, plumbers and consumers! Our in-house team was charged with helping introduce new products, defend share or increase it. Every program had to be approved by senior leadership, including Herb Kohler, Jr., and it had to reflect projected revenue for a worst-, most-likely and best-case scenario. At the completion of each program, I conducted post-program evaluations using statistical and other quantitative methods.

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Highlights of Plumbing Marketing Promotions

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Developed promotional programs that increased sales by an average of 200%
Planned, launched, and evaluated 25 major plumbing promotions
Created an à la carte sales promotion kit for distributors and showroom partners
Increased sales of high-margin, non-white plumbing products by 18%
Introduced 120 new products, driving $14 million in incremental sales
Launched a California whirlpool promotion that doubled sales
Achieved a 5% share of market in one year through the Coralais faucet promotion
Boosted Entertainer Sink sales by 150% with a targeted direct-mail program
Expanded the registered showroom dealer base by 350% in three years

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While we sometimes partnered with outside promotion houses, much of the copywriting and design for plumbing collateral and marketing materials was created in-house by myself, members of our team, or our in-house agency. This allowed us to respond quickly while maintaining the brand’s high standards. Every brochure, mailer, and point-of-sale piece needed to enhance the quality and imagery associated with the Kohler plumbing brand. Later, I applied this same creative and promotional expertise to Maax bath products, continuing to deliver measurable results in the bath and kitchen market.