GE whips up Reimagining Home Campaign
GE Appliances has launched a new marketing campaign designed to showcase the company’s products in a context that reflects the consumer’s changing needs, including a new definition of the kitchen as a living space.
“The national campaign is designed to communicate a key element of our business strategy—one that is obsessed with innovation designed around what the consumer needs,” says Eddie Martin, CMO for GE Appliances. “The work introduces the brand idea of ‘Reimagining Home’ through the lens of our three new products.“
The appliances in question include a new stainless-interior dishwasher with 102 cleaning jets, a French-door refrigerator with hands-free autofill and the gas slide-in range with tri-ring burner.
“Through our research, we’ve learned that people really want their kitchen space to be a reflection of their home space,” says Leanne Dugan, GE Appliances’ manager of consumer insight. “Consumers used to want their appliances to stand out. Today, they want them to be less conspicuous. They want the design of appliances to have a more modern, clean look in keeping with the rest of their home.”
In keeping with these findings, GE’s new appliances sport a redesigned transitional appeal.
The Reimagining Home brand campaign, launched Aug. 5, is set to last 14 weeks and will be dessiminated through TV commercials, social media and a new interactive website where users can acquire product information, design ideas, demo videos and infographics.
MiTek subsidiary closes deal on RKL Building Specialties
Hohmann & Barnard, a subsidiary of MiTek Industries, announced Tuesday that it had completed the acquisition of RKL Building Specialties Co.
The New York-based companies both deal in masonry products and anchors. According to the company, H&B is the world’s largest manufacturer of reinforcing products, anchoring and flashing systems, vapor products and restoration barriers. With the backing of H&B, RKL is set to help its parent company expand its presence in the local market through its loyal customer base.
“We are very proud and excited to have RKL as part of the H&B family," said Ron Hohmann Sr., CEO of Hohmann & Barnard. "RKL has established a broad and consistent customer base built over the years by a very talented and aggressive sales and management team. Our goal will be to further enhance our customer service position and introduce innovative new product lines to support the future growth of the stone and masonry industry in New York and the surrounding markets."
According to Hohmann, H&B will relocate RKL’s operations to a new expanded facilty in Queens.
Flooring Solutions moving into new space
Flooring Solutions, owned and operated by Brian Lamkin of Austin, is due to move to a new space in Austin as part of the company’s overarching plan to expand its presence in Texas and Louisiana.
The new 51,000-sq.-ft. facility will serve as office and warehouse space for the company, which specializes in design, consulting, installation and everything else flooring.
"I can only hope that we are able to continue the path of growth and success we have begun on, and see it through every step of the way," said Lamkin. "Our new facility will go a long way toward making the next step of that dream a reality."
In other expansion news, the company recently opened a granite fabrication workshop that offers custom granite countertops.