Building products manufacturers have to work hard to gain name recognition among home owners. Nowhere is this more important than in the plumbing category, which relies on contractors and designers to influence consumers.
But recently two of the industry's biggest plumbing products manufacturers--American Standard and Moen--have launched consumer-oriented campaigns. Here, marketing consulting firm Kleber and Associates critiques each firm's approach to getting consumers excited about their products. Their lessons learned can apply to home builders' marketing strategies as well.