Bettinger has used Danze faucets in several projects because the style and price point fit her clients’ needs. She had “liked” the manufacturer’s page on Facebook, and when she posted a bath project photo, she tagged the company in the image.
Within weeks, Danze contacted Bettinger and asked her to film a commercial about its product, which would be shown on in-flight video on Virgin America airlines.
Jeanine Murray, associate brand manager for Danze, in Woodridge, Ill., said the company is working to build awareness with homeowners that will in turn lead to more business for its partner designers, remodelers, and showrooms. Danze worked with Virgin America because, she says, “their audience is close to the audience that our brand is trying to reach.”
For the Danze video, instead of the original bath project, Bettinger suggested another of her jobs, where she had also used Danze in the bath. But that bathroom was too small, so Danze opted to shoot in the remodeled kitchen — a larger space — and sent a kitchen faucet with a pull-out to install there; an upgrade that made the client happy.
Social Media Spark
Social media sparked this opportunity for Bettinger to film the commercial, which she says has given her exposure and extra credibility. She also appreciates that Danze invested time and money to work with her. Murray says that Danze actively tracks social media because it is not just a great communication tool and a way to build and initiate relationships, but it also helps companies “find out more and learn more about your audience.”
Nip Tuck has a website, a blog, and is active on Facebook and Twitter. Bettinger also comments on Yelp and other forums about her vendors and distributors. “You post, post, post, but very few people comment,” she says. “All of us want engagement in social media. When someone like me tags and engages [a manufacturer], you’re purposely bringing them in. If you don’t comment on things, you don’t get noticed.”
—Nina Patel, senior editor, REMODELING.
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