At porcelanato.com Donde comprar (where to buy), you will find an example of how to concentrate Marketing efforts on each SKU, responding to the end customer.
The Lamosa group is leader in Latin America and owns many brands: Lamosa, San Lorenzo, Porcelanite, Incepa, Euro Cerámica, Cordillera, Roca, Scop, Crest, Perdura, Niasa.
A huge number of brands, websites, social networks and the customer do not get the answer of where to buy (and at what price).
Porcelanato.com is an address, not a brand, and can be communicated throughout the region, in each box, brochure, website or social media of any of the brands. The company that buys that web domain will be able to develop a unique, exclusive and regional tool to leverage one or more brands of ceramics, porcelain tiles and adhesives. Porcelain tile is the most sought after product in the industry.
Companies that may be interested are: Lamosa, Mohawk, Dexco, Carmelo Fior, Cedasa, Fragnani, Portobello, Celima Trebol, Ceral, Embramaco, Delta, Biancogres, Almeida, Alfagres, Formigres, Grupo Rocha, Cajatel, Graiman, and from exporting countries like China, India, Italy, Spain; distributors, Home Centers, etc.
The large investment of ceramic factories stops when the product is shipped to the distributor; many do not know their stock in stores.
Ads, photos, videos, fairs, posts, product displays and collections that are not available in stores = a lot of dissatisfaction.
A portion of marketing efforts should be directed toward store SKUs (see the example: porcelanato.com donde comprar), through their own, intuitive, economical and regional website. (1)
10 years ago, everyone insisted on investing in Facebook, now it seems that the move to Instagram is evident. Thousands of pages for billions of visits with little strategic direction (In social media there is no differentiation between an official company page and another that is not. Access to building a page is free). The address is not remembered to be visited again.
The company’s own websites do not have competitor advertising, and they will not go out of style. Social media is full of advertising and it will stop being cool.
Benchmarking and feedback
Kavak.com: To be international, the Mexican company did not use kavak.com.mx; was founded on kavak.com, and added kavak.com/mx kavak.com/br kavak.com/ar etc.
Kavak.com must explain that it sells cars.
Cars.com does not explain and it is a great saving of resources. The same goes for: porcelanato.com; hotels.com; booking.com; metal.com; texas.com; build.com (Ferguson); colchones.com; faucet.com (Ferguson) ; sofas.com; blinds.com (Home Depot); bathrooms.com; painting.com (Sherwin Williams); investing.com; etc. etc.
In marketing, “awareness” is a fundamental value. The brand and the web address must be in the consumer’s mind. That’s why police and fire departments choose easy phone numbers (911, 100, etc.).
The web address should be easy to write, easy to remember, intuitive and inherent to the business.
SKU marketing helps improve turnover and increases brand bargaining power.
Julio Sol
cell phone: +54 9 11 40539030
The links on porcelanato.com are a mere example with Lamosa brands (Lamosa did not invest in this site)