In a world where information and buying opportunities are at the fingertips of anyone with an Internet connection, getting people to visit your brick-and-mortar operation can be a challenge. As a result, many kitchen and bath designers are enticing potential clients—and other professionals—to their showrooms by offering educational programs and seminars. These events act as a unique marketing tool, highlighting the designers' expertise with a face-to-face connection the Internet just can't provide.

Last spring, Mark Brady, of Mark Brady Kitchens in Simsbury, CT, began offering a series of classes at his showroom to resounding success. "Bringing in new clients was my goal," said Brady, who publicized his classes in the newspaper and on his website. "It's a great marketing tool because if 10 people come, you now have 10 people out there trumpeting your message. Plus, all those people in your showroom at night—people see the activity and it creates excitement."

Brady's free classes included six weekday evening seminars, each focused on a different area of kitchen design, such as appliances, cabinets and countertops, with Brady—and often another expert—sharing his knowledge of the subject matter.  Brady gave each student a workbook that included an outline of what he was going to cover, blank pages where they could make sketches, printouts of his articles, photos of interesting products and charts comparing different remodeling investments. "I kept materials coming week by week so they had to keep coming back to get all the information," he said.

About seven to 10 people attended each of the two series Brady has held so far. 
"Keep it cozy, intimate and personal," he suggested. To keep students engaged at each class, Brady kept the seminars lively and included the audience in the discussions. "I would give them exercises where they had to work together to come up with the answers, like brainstorming possible kitchen themes, determining their home's style or locating focal points inside and outside of their houses," he said. He also offered light refreshments, which he kept accessible in the middle of the classroom.

As a major incentive for students who attended all of the classes, the series culminated in a Saturday field trip: a limousine tour of several kitchens designed and remodeled by Brady. "The homeowners greeted the class, gave them a tour of their kitchens and told them the benefits," said Brady. The classes were so successful they led to five new clients for Brady. He plans to hold another series of classes and a limo tour this spring.

Another showroom offering educational events is Artistic Tile. With seven showrooms and product sold at 150 dealers throughout the country, the company has plenty of venues to provide informative and social events, both for its clients as well as its professional partners.

































_{At a recent event, Artistic Tile served hors d’oeuvres on its onyx tiles.}


Lauren Cherkas, president of retail at Artistic Tile, has been central in promoting the concept of and need for events at the company, especially in terms of providing architects and designers with the classes they need. "Artistic Tile is seen as residential, but we are trying to bridge the gap so we are also seen as commercial," she said. "Offering courses shows we have knowledge and can provide that information. Offering courses to the trade is about building relationships with them."

Classes have included color theory, introduction to natural stone, pitfalls of tile installation and more. Last year, for example, Artistic Tile offered a series called Summer Cocktails with a Twist of Knowledge, where every evening class had a design subject matter—for CEU credit—and a different cocktail theme. "Architects and designers need CEU credits to continue in these certain trades," she said. "We are happy to offer them in a fun and relaxing environment, as well as provide them locally so they don't have to travel." Plus, "CEUs not only meet a need for our clients in the trade, but establish credibility for our brand," added Cherkas.

For many of its classes, Artistic Tile has partnered with other organizations and companies—such as the Association of Interior Design Professionals (AIDP), TOTO, Farrow & Ball, StarQuartz, Nuheat and Oceanside Glass Tile—to offer these educational events. "What has been very successful for us is partnering with another company that complements our business," said Cherkas. "Two strong brands together can benefit each other." Last year, for example, Artistic Tile hosted an event with designer Rona Landman to launch her furniture line. "She brought her clientele and her friends, plus other interior designers came, and we provided the environment," said Cherkas.

Response has been great to all of the events, which are marketed through e-blasts, website postings and showroom signage, said Cherkas, with 15 to 60 people attending each class or event. "It's great to have people in our stores engaging in conversation with our sales associates, while the clients have the opportunity to look at new products and review our design innovations to see what's new," said Cherkas. "It's a great opportunity for both parties."

This year, Cherkas said Artistic Tile plans to continue offering its existing educational courses, as well as introduce new ones. "We will continue to partner with other luxury brands to create cross-promotional events that benefit both companies and the consumer," she said. "Sometimes designers and architects get stuck in offices under piles of work—it's a nice excuse to get out and see what's going on outside of their walls."
























_{Artistic Tile’s flagship showroom in downtown Manhattan.}