During the course of a day I speak with a wide variety of people. I speak with component producers, end users, cabinet refacers, kitchen manufacturers, store chains, board manufacturers and so on. I've noticed that the most successful companies seem to focus on a key market, have good literature and they anticipate demand. This got me to thinking..... I wonder if tomorrow Apple Computers or Nike started marketing 3D Laminates or components how they would do things differently.
If we look at companies like Apple and Nike they do an outstanding job of:
1. Focusing on a key demographic & market
2. Presenting outstanding literature
3. Focus on anticipating demand
FOCUSING ON A KEY DEMOGRAPHIC: A wide type of people purchase Apple Computers and Nike shoes in terms of age and background. But isn't it also true that both of these products have a key demographic or type of person that they target? Nike aligns themselves with Athletes and Apple with Creative Types. Now I don't know about you but, I've seen people wearing Nikes that are clearly not athletes.... and some not-so creative people using Apples and Ipods.
I would bet that if Nike or Apple got into the 3D Laminate business or component business that they would probably focus on the larger Kitchen Cabinet companies that domestically produce rather than only marketing to the small companies that shop the lowest cost doors. I suspect that they would then train the domestic Kitchen Cabinet companies to market their Kitchens with stellar literature like they have in Europe. I also feel that with the increase in low cost imports of knock down cabinetry that in time the cost shopping customers who have traditionally purchased thermofoil doors will dwindle however with increasing competition from imported cabinetry the local Kitchen producers will value 3D Laminate components due to cost of production, consistency and quality. Can you imagine a market where high end companies sell vinyl doors and low end companies sell wood? .... I can. Look into my crystal ball. :)
PRESENTING OUTSTANDING LITERATURE: Do you think that Nike and Apple would have better or worse literature than you or I? I am sure that they would produce outstanding literature that featured the benefits of our product but with a presentation showing the product in use. After all, 3D Laminates are durable, consistent, easy to clean, are seamless, stylish and affordable.
To further my case lets look at Europe. Unlike North America where the small craftsman dominate the wood culture, the European market is dominated by the large production Kitchen companies. These large companies feature brochures with exciting, sexy Kitchens that feature fashion models and hot new color trends. They use CAD design on their Kitchen literature rather than photos taken by John's digital camera in the shop. When consumers see these Kitchens they are amazed and no longer care what the materials were made of. The high end literature SOLD them on the validity of the product. Nike doesn't advertise their shoes as "Leather shoes" because they have managed to get superior performance, style and durability out of sythetic materials. Plus the cost can be used on advertising and marketing rather than on the materials themselves. Very smart ! If you sell wood doors based upon the species and thermofoil doors based upon the passes it takes on the router then I understand your pain. This is the reality of our business however we can start working now in a different way.
ANTICIPATING DEMAND: I wonder if Nike and Apple would copy the market favorite colors. Maybe they would due to the complex board distribution in North America. I bet their first product launch would probably be a disaster because they didn't understand the industry like you and I do.... But maybe they'd also have the clout to incourage new design. I doubt seriously if either would call the end product a "vinyl door". They'd probably create a cool product name like Polyveneer and make no specific reference to the content of the product.
Too often I hear people say "Well I just don't have people asking me for thermofoil components.." Ouch. Really I'm embarassed when I hear this because it means I'm not doing my job affectively. On the other hand, in Europe do the consumers in Europe say "What I really want is a Kitchen with Vinyl Doors " I highly doubt it. I would bet they point to a picture of a beautiful Kitchen and say "Oh honey I like this one".
The truth is that its not about Designers, Architects or Consumers asking for our product but its up to the Kitchen, Store Fixture, Office and Closet makers to excite the end user. It is however, up to you and I to educate the end product marketers on how our product can be sold to the mainstream and even high end.
If you are reading this post and think.... "Mark, Mark, Mark you're delusional, 3D Laminates will never be accepted in the mainstream Kitchen market" ..... You know when I first started in the mid 90s thermofoil was just used for white cabinets but over the past 10 years it has exploded with the use of Closets. I have a vision for DACKOR and a personal mission to be an instigator of change. I know that only a hundred or so people currently read this blog but if you can imagine the thousands of Kitchens and closets that are affected just by us ! We are where the change starts ...... If you have not already done so, please visit http://dackor.com/modernkitchens.html to view the Kitchens and colors. I encourage you to share our Kitchen Gallery with your clients to foster new ideas.
