Kitchen & Bath Business - September 2016 - 28

Making the Millennial Connection at KBIS
By Bill Darcy, NKBA CEO
Looking to reach millennials in the kitchen and bath industry? Look no further than
the NKBA and KBIS. Nearly all conversations I have with business leaders these days
includes a discussion about connecting with millennials.
For decades, companies focused on baby boomers because of their sheer numbers.
However, at 80 million strong, the millennial generation is larger than the baby
boomer generation, and its leading edge is already buying homes and renovating.
Overall, this segment spends about $600 million annually. By 2020, their spending
power is expected to reach $1.4 trillion a year, representing 30 percent of all retail sales.
And they go to KBIS. Three-quarters of kitchen and bath industry millennial professionals the NKBA surveyed last year said they want to go to KBIS, and more than half
had already attended. In fact, in our survey, industry millennial professionals ranked
KBIS as their third most important source of inspiration, the highest of any offline source.
This makes KBIS the best marketplace to start a dialogue with millennials. And
make no mistake, it's a dialogue. This generation is not interested in being "messaged
to." They block advertising. They trust forums more than your ads, and they trust
testimonials more than your PR. They have an expectation that asking businesses a
question on social channels will be answered quickly, directly and honestly.
We asked what they liked best about KBIS, and responses included:
1. Big displays
2. Combining it with IBS
3. Going back to work smarter and inspired

"What I like most is to be able to touch and feel the
latest products on the market," said one millennial
survey respondent."You come back to work feeling
fully inspired and educated on all options
available to your clients."
"I enjoy the large over-the-top displays, rooms within a room," said another "I love
that the show is so big because I have the potential to see everything."
When we asked what more KBIS could provide to millennials, several responded
that they would like to see more CEU opportunities on the show floor. As with any
generation getting established in a career, our industry millennials are hungry for
learning, insights and mentors from any and all sources.
a 95 percent say they crave continuing education.
a 86 percent say they want networking opportunities with other designers.
a 81 percent say they want information on market trends.
"I think product knowledge is always changing/evolving, so it is important to continue to learn about products," said one respondent. "Also, design and construction

elements - you want to make sure you are staying fresh and learning the best ways
to install, design, build, etc. Technology is constantly changing, and it is important
to stay up to date."
I believe the positive association of KBIS and NKBA in the minds of millennials is
at least in part because of our NKBA 30 Under 30 program, which will debut its fifth
"class" in Orlando this January. NKBA invests to identify 30 standouts every year out
of hundreds of applications from kitchen and bath designers, product manufacturer
and distribution executives, showroom specialists and business leaders at an early
stage of their career.
The NKBA brings them to KBIS as researchers providing their point of view on
significant trends, innovation and technology; sustainable business practices; and
emerging business models. For the past three years, when the group presents their
findings, it has been one of our most popular sessions - included free with every show
floor pass. (This year they will present on the NKBA KBIS NeXT stage Wednesday
afternoon at 2 p.m.)
Millennials also reported being active in local NKBA chapters and other trade
associations. Of the millennials surveyed - not all of whom were NKBA members - 40 percent said they attend NKBA local chapter meetings and other trade
association meetings.
Whether in-person connections are made at KBIS or local chapters, the relationships continue online. For engagement, it's more likely to happen on Facebook and
less likely on LinkedIn, according to our research.
Our research reaffirmed the importance of NKBA in creating marketplaces and
networks that connect the industry. As one of the fastest-growing trade shows in
America, KBIS is the premier marketplace to bring everything together, making
it one of the best investments industry professionals can make at any point in their
career. New products. New information. New inspiration. New connections. Renewed relationships.
The complete NKBA research reports on millennial professionals and consumers are available at nkba.org/research.NKBA. Members receive a deep discount
on these reports. Check them out before heading to KBIS so you are ready for
a healthy, productive dialogue with this important segment of the kitchen and
bath industry.

Kitchen & Bath Business / SEPTEMBER 2016 / KBBONLINE.COM / The official publication of KBIS (KBIS.com)

http://www.nkba.org/research.NKBA http://www.KBBONLINE.COM http://www.KBIS.com

Kitchen & Bath Business - September 2016

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