Plumbing Products Marketing Agency for Manufacturers
Marketing for Plumbing Products, Systems, and Components
From consumer facing retail signage to showroom selling materials, I have helped plumbing product brands connect technical performance with everyday usability.
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I simplify specifications while telling stories that build trust, drive sales, and enhance the customer experience.
Kohler
Kitchen & Bath Plumbing Products and Gracious Living
The examples on this page reflect my experience creating plumbing industry marketing that connected with diverse audiences and delivered measurable sales and brand growth.
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Developed promotional programs that increased sales by an average of 200%
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Planned, launched, and evaluated 25 major plumbing promotions
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Created an à la carte sales promotion kit for distributors and showroom partners
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Increased sales of high-margin, non-white plumbing products by 18%
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Introduced 120 new products, driving $14 million in incremental sales
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Launched a California whirlpool promotion that doubled sales
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Achieved a 5% share of market in one year through the Coralais faucet promotion
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Boosted Entertainer Sink sales by 150% with a targeted direct-mail program
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Expanded the registered showroom dealer base by 350% in three years
Writing That Connects Products to Market Needs
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 me, members of our team, or our internal agency.
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That allowed us to respond quickly while maintaining the high standards of the Kohler plumbing brand.
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Every brochure, mailer, and point of sale piece had to reinforce quality, strengthen brand imagery, and support sales across distributor, showroom, and retail channels.
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Later, I applied this same creative and promotional discipline to Maax bath products, continuing to deliver measurable results in the bath and kitchen market.
Support for Sales, Showrooms, and Brand Growth
Gracious Living was coined by Herbert V. Kohler, Jr., and as a trade and consumer promotion analyst, I had to understand the needs and motivations of multiple target audiences that brought that idea to life.
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Those audiences included distributor principals, retail showroom owners and attendants, kitchen and bath designers, architects, builders, plumbers, and consumers.
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Each audience required a different appeal, and every message had to be tailored accordingly.
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Our in house team was responsible for helping introduce new products, defend market share, or grow it through plumbing products marketing that aligned with brand goals and sales objectives.
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Every program had to be approved by senior leadership, including Herb Kohler, Jr., and had to reflect projected revenue across worst case, most likely, and best case scenarios.
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At the end of each program, I conducted post program evaluations using statistical and other quantitative methods to measure results and guide future decisions.
Content Squared partners with building products and materials manufacturers to articulate performance, innovation, and competitive differentiation.