Homeowners, like designers, remodelers and builders, take pride in showcasing their project successes. There are innovative ways to boost your business’s visibility while creating meaningful, face-to-face connections within the neighborhood.

Community Connection in Eugene, Oregon

Photo: Courtesy MyOnlineToolbox

One remarkable example comes from Castile Kitchen & Bath in Oregon, where a stunning master bathroom remodel became the centerpiece of something much bigger. While the finished space was nothing short of exceptional, the true success went beyond the build itself. Taking a cue from traditional real estate open houses, Castile hosted a showcase event – but elevated it into an experience. This wasn’t just a quick walkthrough; it was a dynamic, welcoming environment that encouraged conversation, connection, and genuine community engagement.

Set at a homeowner’s residence, the project review came complete with activities, barbecue, and easy conversation on the front lawn. Guests toured the newly remodeled space in small groups, enjoying an up-close look at the design vision and craftsmanship behind the transformation. Guided by the project’s designer, each walkthrough highlighted the material choices and inspiration that brought the space to life. This was far from feeling like just a different version of another showroom tour. The event was warm, personal, and genuinely inviting.

Photo: Courtesy MyOnlineToolbox

Outside, the lawn became a neighborhood gathering place, filled with the aroma of food, laughter in the air, children chasing bubbles and guests moving between yard games. A raffle added a touch of friendly competition, featuring Castile-branded prizes like a sleek Cutco knife. Neighbors connected and exchanged remodeling project ideas, while engaging with the Castile team on a personal level. This kind of networking is far more effective than a typical social media post about a project.

Photo: Courtesy MyOnlineToolbox

Discover the story captured in visuals and video here. It starts with a homeowner willing to share their project and connect with neighbors they may never meet otherwise. Unlike a real estate open house meant to sell, this creates an opportunity for designers and remodelers to build real relationships with potential clients – backed by in-person customer validation.

Celebrating Success, Valuing Relationships

Another exceptional example comes from Mast Builders in Virginia, where so many were brought together for an appreciation event that carried the warmth, energy, and sense of occasion of a wedding – all in the spirit of community connection. For over 35 years, they’ve built and remodeled more than 120 custom homes, always striving for complete client satisfaction and lasting referrals. But their focus goes beyond the work. They genuinely value the relationships built with clients, employees, trade partners and suppliers. Their appreciation event reflects gratitude for the people who have made their success possible.

Photo: Courtesy MyOnlineToolbox

The appreciation event created a welcoming atmosphere from the moment guests arrived, beginning with signing the guest book. Mast Builders views their subcontractors as more than partners; they are essential to the success of every project. The goal was to ensure everyone, from clients to trade partners, felt connected.

Photo: Courtesy MyOnlineToolbox

Mast Builders went back to where it all began, introducing one of their original clients and sharing the stories of continued projects with them over a long time. They also shared how they just finished up on a master suite addition to their home before the appreciation dinner. Whether forging new ties or celebrating long-standing ones, every guest sensed their place in Mast Builders’ success and the heartfelt gratitude that came with it. See more about the event here.

It is these in-person connections that leave a lasting impression – far beyond social media likes, comments or shares. When neighbors come together to celebrate a project or company success, everyone benefits: homeowners enjoy the pride of sharing their space, neighbors discover common ground and local businesses forge meaningful relationships. It’s a reminder that while digital connections are easy, true community connection is built face-to-face, one shared experience at a time.

—By Brian Javeline, president of MyOnlineToolbox, an online marketing education series customized for remodelers, builders and specialty contractors

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I must give credit where credit is due. I have an in-house marketing team that produces all our videos and social media content. We didn’t have much of an online presence pre-Covid, but once in-person contact was not possible, they quickly shifted their efforts to digital media and have done a tremendous job in growing our online presence through video marketing.

Making content for a business that serves high-end clientele isn’t as easy as shooting things on your phone and posting as you go. “It takes a lot of planning, a deep understanding of your audience, one’s brand, and current trends in the luxury residential market,” said Karla Rodriguez, Marketing Director of HartmanBaldwin. “Like everyone else during the pandemic, we worked fast to find ways to stay connected to our audiences and clients. We started simply by recording design webinars on zoom and posting them with little editing to our YouTube channel.”

Image: HartmanBaldwin Design/Build

Quite often business owners make the mistake of cutting marketing budgets or staff during economic uncertainty; this is not something we have done even during the toughest downturns. Instead we continue to bet on our trusted marketing team. We’ve been in business for 42 years and they are an integral part of our growth strategy.

Digital media evolves quickly and waits for no one. It became clear simple videos were not going to be enough. The team quickly saw the need to create more compelling content and with a higher production value. “We began by creating virtual experiences, wherever we could, converting a lot of our in-person events into a virtual experience via video,” recalled Rodriguez, “On-demand viewing became more of an opportunity for us to provide a well-branded peek into our work and our design/build process.” With each new video, the bar for production quality rose. For our video marketing, we invested in more compelling content, sharper visuals and a more intentional approach to storytelling that reflected the caliber of work we do.

Image: HartmanBaldwin Design/Build

At the heart of that strategy, there is a deep respect for the audience. Homeowners embarking on a luxury custom build or whole-home remodel are making one of the most significant investments of their lives, and they’re looking for guidance, clarity and reassurance. The HartmanBaldwin team delivers all three through content that goes beyond the surface: educational webinars with our team members as panelists, impressive before-and-after transformations, 3D renderings coming to life on screen and project spotlights where our architects take viewers behind the scenes of their work.

Adding Special Effects

The quality of the visuals is everything, especially for a design/build firm. We use both professional photography and footage from site visits, along with architectural drawings from our architects and interior designers, that comprise a curated collection of images that reinforce the quality of our brand. With that approach, effects are kept purposeful rather than flashy.

“When it comes to effects, we choose to include subtle motion on static images to add dimension. The music selection also leans toward modern and contemporary tracks to suggest sophistication without competing with the narration,” explains Danielle Doster, Senior Graphic Designer at HartmanBaldwin. “For Reels and Shorts especially, pacing is everything and the first three seconds are crucial at grabbing a viewer’s attention. Because of this, we edit videos to hold attention at a pace that feels dynamic but never rushed.”

Image: HartmanBaldwin Design/Build

Production, however, is only half the equation. HartmanBaldwin’s marketing strategy is built around meeting homeowners at every stage of their decision journey. “Our YouTube content is longer educational content such as project spotlights, process breakdowns, and recorded webinars, where search intent works in our favor,” explained Cristina Ramos, Marketing Coordinator at HartmanBaldwin. “Instagram Reels drive awareness and brand recognition among an engaged audience, while also reaching viewers who may not yet be searching for a builder but are beginning to imagine the possibilities in their own homes.”

Across every platform, the visual identity and voice remain consistent. Whether someone discovers HartmanBaldwin through a ten-second Reel or a forty-minute webinar, the experience feels unmistakably the same: professional, knowledgeable and trustworthy.

—Bill Baldwin is CEO and principal of HartmanBaldwin Design/Build

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In an industry increasingly shaped by social media, visual overload and rapid-fire trends, standing out as a designer can feel more challenging than ever. In the latest episode of the KBB From the Tap podcast, host and KBB Executive Editor Chelsie Butler sits down with Amy Courtney, founder of New York- and Connecticut-based Amy Courtney Design, to explore what it truly takes to build a distinct, lasting brand in today’s saturated market.

Why the Design Market Feels More Crowded Than Ever

With more than two decades of experience spanning residential renovations and large-scale projects, Courtney offers a thoughtful perspective on why the design landscape feels so crowded – and why that reality isn’t necessarily a negative. She discusses how social media and increasingly accessible visualization tools have dramatically expanded the pool of inspiration for both designers and clients. While this visual abundance has raised expectations, it has also created opportunities for designers to clarify their point of view and communicate ideas more effectively than ever before.

Courtney explains how tools such as mood boards, shared inspiration and 3D renderings help establish clarity of vision early in the design process. By grounding projects in architectural context, location and history, designers can guide clients toward cohesive decisions. This is a critical step when working with kitchens and baths, where layouts, finishes and materials are more permanent and high-stakes.

Building a Brand That Goes Beyond Trends

The conversation also dives into what it means to build a brand that endures. Courtney emphasizes the value of experience, education and a strong team culture in setting a firm apart, noting that longevity in the industry often comes down to consistency, trust and quality over time. She shares insight into how designers can thoughtfully engage with trends – embracing them where appropriate, while avoiding choices that may not age well or align with a firm’s core aesthetic.

To close, Courtney introduces a simple but powerful framework for trusting your creative voice: a three-word method that helps designers define their style through practical, aspirational and emotional lenses. For designers navigating a crowded field or questioning how to differentiate their work, the episode offers grounded advice, actionable strategies and reassurance that confidence – and clarity – are built over time.

To hear more about how to stand out in a saturated designer market, tune in to the full KBB From the Tap podcast on Spotify, Apple Podcasts, Pandora and other outlets.

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Ongoing Education

Continuing-education classes will always be a great resource for designers to learn new business practices and new tools for their figurative design toolbelt. There are various educational opportunities and programs through design associations like ASID, NKBA and IDS that provide CEUs to grow your professional development. These design associations also offer designations and certifications that can open doors to an entirely new client demographic and perhaps a lucrative revenue stream.

For example, the Certified Living in Place Professional certification through the Living in Place Institute offers an amazing tool set when designing for aging-in-place clientele. The education provided focuses on how to design for individuals who hope to live in their home independently as they age.

Listen While You Work

Podcasts are becoming a vital resource for many designers who are looking to grow their industry knowledge. There are several design-specific podcasts designers can download to enhance their professional development, with many using the time driving between meetings to catch up on the most recent episode by their favorite podcast host. Podcasts are a great resource for discovering niche design aesthetics, how to run a profitable design business and everything in between. Podcasts can be hugely impactful without a huge time commitment. It can just take some time finding the right fit and the right host.

Resourceful Reading

From trade publications, designers can gain insight into the design industry not only through words but through pictures as well. These publications can provide relevant and newsworthy industry insight on a weekly, monthly or quarterly basis. Articles can range from new certifications for designers to designing for generational living. Industry newsletters and blogs from highly regarded design firms, showrooms or thought leaders are another great resource, as those can be accessed through websites on your own time or delivered directly into your inbox.

Engaging With the Industry

Professional development should be a priority for any designer and should be highly encouraged by business owners to their staff. That’s why attending industry networking events and professional conferences can be a great way to meet new likeminded professionals, as well as endless accessibility to new products and vendors.

Respected industry conferences like KBIS, High Point Market and CEDIA Expo provide both educational opportunities and new product demos in one convenient location. Another great networking and educational opportunity is a “lunch-and-learn” event hosted by a local showroom, which gives a designer the chance to learn more about a vendor. I highly encourage every designer to reach out to their local vendors and request a training if you feel you are lacking in a certain area of expertise. From lighting showrooms to appliance distributors, finding a good industry partner that will take the time to train you will benefit them and you in the long run.

Design With Tech in Mind

Technology has become not only imperative for any design business, but it’s almost a requirement in this ever-evolving industry. Long are the days of archaic hand sketching, now being replaced with innovative computer drawing software, which creates realistic renderings of spaces. These conceptual drawings help a client visualize a space, which in turn accentuates you as a trusted and talented professional. Learning new rendering software like SketchUp, Revit and Chief Architect will not only enhance your client experience but also keep your business relevant and tech-savvy.

Learning and introducing project management software like Houzz Pro, Programa and Canva for client interfacing and procurement will elevate your business practices and reduce costly mistakes. In addition to the standard technological business necessities, keeping up with AI, smart home tech enhancements and sustainable material innovations will also be imperative to a designer’s professional development.

Design professionals should always be encouraged to invest in professional development. Learning new things will only benefit you, your clients and the team with which you work –and in turn, it will produce beautiful and profitable projects.

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What’s driving the gap? Visibility.

Today’s design clients don’t start their hiring process by sifting through magazines or walking into a firm; they start by typing a question into Google. A significant 78% of homeowners use a search engine to find their next home contractor, and approximately 70% of those users will not click on any website past position 3 on the first page.

And if you aren’t showing up on page one at all, your work, no matter how good, might as well not exist.

The Digital Reality Check

It’s important to recognize that SEO is a long-term strategy and highly competitive. It’s not quick, it’s not easy and it certainly isn’t a cheap investment. And yes: I meant investment instead of cost. To wear your “marketing hat” effectively, you must shift your mindset from cost to investment.

Google aims to provide its searchers with the most authoritative and trustworthy options. The problem is that search engines can’t judge your beautiful work; they need to judge your site. While less than ideal, the most critical ranking factors in 2025 have nothing to do with design talent and everything to do with trust signals: performance and page speed, review quality, content, structured data and local authority.

This reality has reshaped what it takes to make your design portfolios stand out in your local market. Google’s never-ending algorithm updates, the rise of AI-driven search and changing search behavior mean businesses can’t just depend on the old playbook anymore. The question isn’t just how to show up on the Google map, but what really makes a user take action.

5 Steps to Increase Your Local Visibility and Design Portfolios

1. Keep Your Google Business Profile Active. Back in the heyday of easy Google rankings, you could simply optimize your GBP and move on to more exciting endeavors. But a complete profile isn’t enough anymore: you have to keep it active. Uploading new photos, creating posts, answering questions and replying quickly to reviews show Google (and future clients) that your business is engaged and trustworthy.

Actively using Google products keeps Google happy, but don’t forget to implement top keywords into all profile activity and optimizations, too.

2. Create Content That Builds Local Demand. Content is king! Google cannot read images or videos, so to rank, your website must contain the written word. It’s also important to argue that the user wants to read your story, too!

Many different types of content should be added to your site, including service pages (“Kitchen Design Services”), blog content specific to your local market (“Best Bathroom Designs for Your Colorado Home”), localized project pages (“Country Farmhouse in Tulsa”) and location pages.

3. Invest in Review Generation. One of the best parts of Google’s local search experience is being able to read reviews before entering a service provider’s website. A lack of reviews on your Google Business Profile not only hurts your ability to rank, it also gives a negative impression to users who are searching for services like yours. Don’t let your competition outshine you!

Establish a process that enables your clients to easily leave reviews on Google and other sites, such as Houzz. Of course, it’s also important for the process to be easy for YOU! Consider automating text messages that include the review site’s direct link, an email template that would take 30 seconds to send or incentives that will entice more clients to leave a review.

4. Optimize for How People Actually Search. More people are using voice assistants, AI-driven search tools and conducting their own research before typing in “kitchen designer near me”. That means most search queries are longer, question-based or more conversational.

Develop content around keywords that people are actually using, not just ones that you think make sense for your business. You can start by brainstorming actual questions that your prospects and clients ask before validating with keyword research. Consider adding FAQs to your site, which also helps with optimizing user experience.

5. Set Time Aside to Build Your Citations. Citations are basically the digital equivalent of phone books and community directories. They are places on the internet where your business’s name, address and phone number are published, like Google Business Profile, Apple Maps, Yelp, Houzz etc. Even though they seem minute, they actually carry a lot of weight within Google’s algorithm. The number of citations you need depends on your competition and market, but the number can total anywhere from 200 to 500+.

Schedule time or outsource citation building to an inexpensive VA, but make sure that you maintain consistency in your NAP (name, address, phone number). For example, Google views the address 123 Main Street differently from 123 Main St.

You don’t need to choose between creative excellence and digital visibility; you need to connect them. The firms that will thrive in the coming years aren’t just the ones doing great work. They’re the ones making that work easy to find, easy to trust and impossible to overlook.

—Maggie Swift is co-founder of Unframed Digital, a SEO and growth agency dedicated exclusively to architecture and interior design brands.

The post Beautiful Design Portfolios, Empty Inboxes: What’s Going Wrong? appeared first on Kitchen & Bath Business.

Designers and builders put their hearts into creating functional, beautiful spaces, but capturing those results effectively is an art form of its own. In a recent episode of our KBB From the Tap podcast, I spoke with Lauren Andersen, founder and principal photographer of Oakland, Calif.-based SEN Creative, and her longtime collaborator, Subei Kyle, the company’s videographer. The pair shared practical insights into how design and construction professionals can plan, prepare and execute a photography and videography strategy that truly showcases their work.

A Partnership Built on Storytelling

Andersen founded SEN Creative in 2017 and soon recognized a growing need for video content alongside photography. To meet that demand, she partnered with Kyle, whose visual storytelling skills complemented Andersen’s expertise behind the camera. Together, they’ve built a dynamic working relationship centered on helping designers and builders tell their brand stories in authentic, visually engaging ways.

Helping Clients See the Bigger Picture

Many clients approach SEN Creative thinking only about updating their portfolios or social media feeds. Andersen and Kyle help them understand the broader value of professional imagery – from improving SEO and enhancing brand visibility to creating opportunities for partnerships and sponsorships. Their goal is to help design professionals view photography and video not just as documentation but also as an essential part of business growth.

Preparing for the Perfect Shoot

The duo emphasize that preparation makes all the difference. They recommend arriving on set after the final cleaning and before any signs of daily use appear, ensuring the focus stays on the craftsmanship and design. Kyle’s video process also involves more pre-production – discussing talking points, planning educational content and making sure clients feel confident on camera. Everything from styling and lighting to wardrobe choices is thoughtfully considered to support a polished result.

Planning Makes Perfect

Before every shoot, Andersen conducts a virtual walkthrough to understand the story behind the space: its challenges, standout details and design intent. Kyle uses those conversations to plan her video approach, ensuring that visuals and narrative stay consistent with the client’s brand. Both stress the importance of preparation and alignment before the cameras start rolling.

Collaboration on Set

Andersen and Kyle view each shoot as a creative collaboration with their clients. They encourage designers to stay involved throughout the process to fine-tune details and ensure the visuals reflect their vision. Their teamwork and open communication help make each session smooth, efficient and enjoyable.

Bringing Spaces to Life

For SEN Creative, still photography and video are two sides of the same coin. While photos capture the craftsmanship and composition of a design, video brings dimension, movement, and emotion. Together, they create a complete visual story that brings a space to life and connects with audiences in a lasting way.

Final Takeaway

Through their combined expertise, Andersen and Kyle help design professionals elevate their visual storytelling, turning finished projects into compelling brand narratives. To hear their full insights, including practical tips on pre-production, on-camera confidence and content strategy, listen to the full podcast on Spotify, Apple Podcasts, Pandora and other outlets.

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On the latest KBB From the Tap podcast, we spoke with Kristyn Harvey of Kristyn Harvey Interiors, in Solana Beach, California. She shared tips on prioritizing social media as part of running your business, including how to make time to include it in your schedule.

A Career Shift Sparked by a Renovation

A home renovation project that drew crowds during its eventual sale made Harvey realize she might have a natural talent for design. From there, she balanced night shifts as a nurse with remodeling projects for friends before fully diving into her own design firm. That sharp eye for detail, honed during her nursing years, has carried into her business. As she explained, it’s this combination of meticulousness and creativity her clients value most.

Mentorship Through Social Media

In addition to running her firm, Harvey has become an informal mentor for other designers navigating similar career shifts. Many find her approachable through her Instagram presence, where she shares both design content and personal insights.

“People follow the person more than the brand,” Harvey noted, adding that her goal is for clients and followers alike to feel like they already know her before they ever meet in person.

Building an Instagram Following

Her social media journey, however, didn’t take off overnight. In the interview, Harvey broke down how she built her following, the balance she strikes between personal storytelling and professional education and the strategy she uses to manage content creation without letting it consume her workweek. (Hint: it’s not about being perfect.)

Expanding the Business Beyond Instagram

Harvey also shared advice for designers hesitant to put themselves out there, as well as her perspective on why some professionals may need Instagram less than others. And beyond social media, she’s finding new ways to grow her business – including leaning into brand partnerships and expanding her services to include outdoor design.

Connection at the Core

For Harvey, it all comes back to connection: building trust with clients, creating community with fellow designers and letting her authentic personality shine through online.

Listen to the full podcast on Spotify, Apple Podcasts, Pandora and other outlets to hear Harvey’s approach to Instagram, her practical tips for balancing social media with client work and her candid thoughts on what really matters when putting yourself out there.

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The challenge? With anywhere from 450 to 2,000 booths at a typical design show, standing out in a sea of sinks and sconces is no small feat. The solution starts and ends with how you tell your story. Facts fade, while stories stick. The ultimate goal is to create an experience that is memorable; booths should not be built to merely (and sadly or chaotically) house a collection of products. They should be centered around a goal-driven design, engage the senses and share a narrative and brand point-of-view that resonates with their target audience.

Set Your Trade Show Goals

A common mistake when attending a trade show is failing to set a realistic internal objective. Is your goal to drive sales for a new line? Increase awareness in a new geographic market? Drive media coverage to shape perception of your brand? A goal-driven trade show presence should be your number one priority, and it should start with evaluating the show itself. Take a deep dive into the event’s typical attendees and think obsessively on how they can align with your targets.

Get Specific

Another mistake? Trying to cram it all in. Booths that try to squeeze as many pieces as possible in limited square footage tend to feel the least curated and impactful. Instead, get specific about what you have to offer. (It’s not a coincidence this audience is called “specifiers”). Designers and architects have to make one million decisions for every single project they work on. Alleviate their struggles and give them clear and interesting reasons to buy into your brand. What challenges do your clients face and what gaps do you fill? Define your X factor – that’s your why, not your what – and center your story around it.

Imagine your company manufactures high-end kitchen countertops and your goal is to drive sales for a new line of ultra-durable, family-friendly quartz surfaces. Interior designers are always looking to strike a balance between materials that are beautiful and easy to maintain. Don’t be afraid to address these pain points head on: host interactive demonstrations and invite visitors to participate in stain- and scratch-resistance tests.

A recent report from Event Marketer found that 85% of trade show attendees recalled brands better when they offered hands-on interactions. This is where you need to think outside the box: in this scenario, anyone can spill some wine or use a key to scratch a surface. Does it prove the point? Yes. Is it exciting? No. Take every opportunity to capture attention and infuse your brand. What is something that’s sharp, or oversized or ridiculous or irresistible to look at? Use that as your focal point that still proves the point of the test.

Make the Trade Show Booth an Experience

This brings us to our next point: the brands that drive the most engagement at any show are the ones that encourage attendees to do more than take a quick lap. Give them a reason to stick around. What’s your audience craving? Probably caffeine and maybe a phone charge – elements that invite people to stay awhile. There’s power in collaborative partnerships too. Find a like-minded brand or local partner to breathe experiential life into your booth. Luxury retail does an excellent job of this (for instance, Ralph Lauren’s coffee shops, Burberry’s food-centric Instagram content). Find a fun way to reinforce what your brand stands for through experiential components. Visitors will remember how your booth made them feel.

Photo: Kathryn Rapier

Kitchen appliance manufacturer BlueStar reflected on their decision to partner with San Francisco designer Tineke Triggs on the brand’s 2025 KBIS booth (above). Shae Wilder, director of public relations at BlueStar, explained how the designer’s vision created an inviting and restorative environment amid the bustle of the show. “Triggs aimed to create a space that evokes a sense of connection to nature, to contrast with the intense environment of the convention center. The booth’s color themes featured deep greens, muddy rust-brown stone and end-of-season leaves. The space encouraged guests to feel at home, which ultimately was a success. Guests were comfortable in the space and spent time talking and collaborating around a custom-designed round banquette at the center of the booth.”

Engage the Senses

Your booth might be easy on the eyes, but don’t neglect the other four senses. Create a sensory experience that immerses your visitors. Don’t be afraid to get creative with it. Shows are chaotic – bring some tranquility with water features, sound-proofing elements or music. Most importantly, let attendees touch, feel and see your products in action. Find fun ways to invite them to do so (no one can resist a sign that says “touch me!”)

Photo courtesy Native Trails

Julianna Granados, marketing manager at artisan-crafted kitchen and bathroom brand Native Trails, reflected on the value of encouraging sensory engagement in their booth (above). “It’s not just about showcasing our products, but also letting people truly experience them. We typically position one of our NativeStone bathtubs towards the front of the booth, inviting both guests and passersby to get in and feel the difference for themselves. It sounds simple, but it always sparks a bit of fun and curiosity. There’s typically a moment of hesitation, followed by elements of surprise once they feel the soft, smooth interior. The elegant look and unexpectedly silky texture never fail to start conversations and leave a lasting impression.” Not to mention, this creates an easily “Instagramable” moment as well!

Make it Easy to Take Action

Now that you’ve drawn in the crowd, how do you nurture those leads? Being helpful is a low-cost, and extremely effective strategy. Provide a useful (and fun) way to take immediate actions to access information they need. Create a seamless digital experience. Use QR codes to direct digital attention and optimize those landing pages. These are a win-win tool: they provide easily accessible info for attendees and trackable leads for you.

Most importantly, don’t let your momentum fall flat when the show is over. The follow-up is where the magic happens. Forget the generic “thanks for stopping by” emails. Personal, thoughtful follow-ups are what truly convert interest into leads. Go the extra mile, prove you were listening and set up the next brand experience based on what each new contact actually needs.

The Bottom Line

When approached with a goal-driven mindset, trade shows are an opportunity to craft a compelling narrative about your brand that resonates with audiences in even the most crowded show floor. By creating immersive experiences that encourage participation and engage the senses, you can transform your booth from a static display into a memorable destination.

—Dayna Prepis, vice president, marketing, UpSpring

The post Making Trade Show Booth Magic appeared first on Kitchen & Bath Business.

The critical piece of information is broken into two parts. The first part is for you to be hypersensitive how you express all the details of your content, whether it is the written word, images, videos or any other form of communication online. Content can be indexed correctly, or incorrectly, in seconds which becomes the foundation how AI is learning about you. For example, you do not want an image of a great design to be posted as a “design” on your website, but instead, you need to be more specific such as posting a “kitchen design.” Simply missing the word “kitchen” can be the difference of having you seen as a generic designer, as opposed to a specialized “kitchen designer.”

The second part is for you to remember that it is not easy to edit the past. There is no magic eraser to get rid of the misunderstandings or inaccuracies presenting your business. It is better to take the extra time to clearly articulate whatever it is you do since everything, whether put online today or many years ago, comprises the catalog of information that is forever teaching search engines and AI what your company is all about.

AI Search Engine Evolution

I have been running a marketing education company for many years and am hyper-focused on this one subject. My marketing experience goes back 40 years when regular newsletters sent via the mail and magazine placements were among the initial forms of getting the word out. Years went by before the birth of the Internet, and then search engines created a new marketing opportunity. Search engines are not going away anytime soon, but their landscape is dramatically changing.

Many readers of this story grew up with search tools such as Alta Vista, Ask Jeeves, Yahoo, and of course Bing and Google. Now there is a new order of search tools appearing such as ChatGPT, Gemini, Copilot, Perplexity AI, Meta AI and more. These AI tools are based on technologies called large language models. Many in the tech world will be looking to try to trick this technology for ranking objectives, but there are sure-fire methods to stay true to brand marketing that will allow you to get ahead, without attempting to manipulate AI search results.

We are using ChatGPT as a tool and asked it, “What do you know about MyOnlineToolbox?” The results were astonishing. Within seconds, we were told exactly what we do and who we target. The results accurately broke down our major products and services. Our industry expertise is introduced. All was perfect until the last piece of information was presented, which we have been working so hard to downplay – and that is our history originating in online software for the contracting industry. While it is a part of who we became, it is a distraction and we have been trying hard to sweep it under the rug – but AI simply will not allow it.

So now I ask every reader of this story to go to their AI search tool of choice and ask, “What do you think of my company?” You may need to replace “my company” with “my company of whatever town and state” to ensure accuracy. Look closely at the results since they are the accumulation of a treasure trove of recent data to many years back. You will see many things you like and perhaps a lot you do not like. From there you begin to appreciate the effort it is going to take to clean up your online strategy by becoming more focused on how you create future content.

Are there ways that tech folk can attempt to trick AI? Of course, but those tactics will only last a few months before the tools are adjusted to deal with those tricks. It is more strategic to create a consistent message of your brand, without any regard to the technology of the moment. That is the hard part, ensuring your message is crystal clear. Search engines using AI are operating at warp speed. They are the judge, jury and executioner for how your reputation will be displayed. Fight the urge to battle this from a technical perspective and simply stand out by clarifying your message. You will sleep better not caring about the next versions of AI.

—By Brian Javeline, president of MyOnlineToolbox, an online marketing education series customized for remodelers, builders & specialty contractors.

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Elle Kwan is founder of Hong Kong-based Elle Kwan Studio which specializes in crafting websites for interior designers that are both aesthetically inspiring and marketing-savvy. In our latest From the Tap podcast, she talked about how designers can turn their portfolio into a time-efficient client acquisition tool.

Turning Your Portfolio Into a Time-Saving Client Acquisition Tool

A former journalist, Kwan knows how to find – and tell – a good story. She opens the conversation by offering advice on how designers can sharpen the focus and content of their portfolio, While compelling visuals are crucial, Elle stresses the equal importance of storytelling – detailing where clients started, the challenges faced, and the transformation achieved through the designer’s work. By weaving narrative context alongside striking visuals, designers can create portfolios that not only showcase their capabilities but also resonate emotionally with prospective clients, increasing engagement.

She recommends that designers’ websites offer visitors the opportunity to download a portfolio or case study. Once that contact has been established, a conversation can begin by using a series of automated emails that gradually zero in on the customer’s needs and intents.

Time-Saving, Personalized Responses

Kwan said of the emails, “It helps to constantly be showing up for a client without the designer actually having to do very much, and it feels very different from the kind of active participation with Instagram or being beholden to your DMs and answering questions about where you got floor tiles and things like this. It also puts you in control of the conversation so that you’re not at peoples’ beck and call –  particularly before they’re your clients and paying for your time and expertise.”

To learn more about turning your design portfolio into a client acquisition machine, listen to the podcast on Spotify, Apple Podcasts, Pandora and other outlets.

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