Maybe it's passé, even cliché to claim it as the heart of the home, but clichés are not born without merit. The kitchen is the epicenter of every house and it is where the action lives. Every day family members gather around to bond and share their stories. The hungry masses are fed, traditions are passed down, tears are wiped away and victories are celebrated. It is also where "household names" are born, bred and become trusted family mainstays. The shear number of logos and brands that find their way into the kitchen—donning shelves, appliances, gadgets and gourmet items—is enough to make marketing gurus giggle and distributor salespeople swoon.
THE TABLE HAS BEEN SET
With the economy still sputtering and consumer confidence at all-time lows, the average family is spending less time in restaurants and more time in the home cooking. As distributors, the key is getting eyeballs on the branded product. A great way to accomplish this is directing product into that most popular room of the house. "We are definitely seeing an increase in sales of kitchen accessories," noted David Goldfarb, marketing manager for Evans Manufacturing, Garden Grove, Calif. "As cooking in the home has increased over the last few years, so has the demand for kitchen accessories."
Sarah Sumner, program coordinator for Bay State Specialty Company, Middleboro, Mass., noted that kitchen products are great for a variety of companies, including those not normally associated with cooking. "All industries can find a tangible use for kitchen/houseware products and the marketing can be fun," she said, adding that getting creative while developing the promotional campaign can have great impact in catching end-users' attentions. "For example, any of our spatulas or spreaders could have a catchphrase such as 'Spread the Word' and then add any business name. All the products are useful, so your logo/name will be top of mind."