The construction industry is experiencing a significant shift from traditional print to digital advertising, driven by a growing imperative for sustainability. The Knowledge Center (KC) is at the forefront of this transformation, acting as a transformative physical platform that addresses everyday challenges for professionals and clients, while simultaneously enabling more responsible and efficient promotion of building products.
The Environmental Footprint of Traditional Advertising
Historically, promoting building products often involved high printing costs, significant distribution time and expense, and limited reach through physical catalogues, brochures, hoardings, and banners. Brands faced the practical problem of carrying physical catalogues to client meetings and the necessity for high storage space. These methods contribute to a considerable carbon footprint through material production, transportation, and eventual disposal.
KC’s Digital Solutions for Sustainable Promotion
The Knowledge Center revolutionises this by offering a suite of digital solutions that not only enhance market presence but also significantly reduce environmental impact:
- Digital Catalogues and Material Information: KC provides a solution to store catalogues digitally, which saves time and cost and allows brands to reach a higher audience. With unlimited brand catalogues available for quick reference and over 1 Lakh material samples in the Immersive Hub, all materials and information are conveniently accessible in one place. This eliminates the need for extensive physical printing and distribution, a major step towards sustainable practices. Users can Get Brand materials information & inspirations all at one place with ease, reducing the hustle of jumping between multiple sites.
- Multiple Digital Advertising Places: Brands can promote their products and services on KC’s platform through various digital advertising spaces. These include banners (different on every page), category circles (on three levels: main, sub, sub-sub categories), and placement as top brands. This digital presence offers a more dynamic, measurable, and less resource-intensive way to engage with potential customers compared to static, physical print ads.
- Direct Connection and Online Meetings: KC facilitates direct connections between potential customers and their desired brands without third-party interference. This streamlined interaction allows for online meetings and the ability to request samples or quotes directly through the platform. This drastically reduces the time and cost associated with physical meetings and long-distance travel, as well as the need to carry physical catalogues.
- Brand Videos (Executional & Manufacturing): KC supports the use of brand executional and manufacturing videos. Brands can share the journey and execution of their products, allowing potential customers to view the manufacturing and execution processes without needing numerous physical samples or large printed explanations. This helps people “understand it’s the journey before buying them”.
Beyond Advertising: A Holistic Sustainable Ecosystem
KC’s commitment to sustainability extends beyond just advertising, promoting a holistic approach by integrating various digital tools and features:
- Optimised Material Selection: The platform allows for easy searching and finding of products using filters specific to each category. Users can find all details at one place, including brands, prices, and properties. This streamlines the material selection process, enhancing efficiency and reducing the need for physical samples in initial stages.
- Digital Planning Tools: Features like wishlists/saving materials and ideation/mood boards allow professionals to store all project data and inspirations digitally. This reduces reliance on physical notes, samples, and printed layouts, fostering a more sustainable design workflow.
- Pincode Mapping: The ability to check the availability of a product at a preferred pincode and get products from worldwide sources ensures more efficient sourcing and reduces unnecessary travel for material checks.
- Material-Specific FAQs: Brands can provide product FAQs to resolve customer doubts instantly. This reduces the need for repeated physical or phone interactions for common queries, saving time and resources.
By embracing KC’s comprehensive digital ecosystem, building product brands can not only enhance their market presence and operational efficiency but also make a tangible contribution to a greener and more sustainable future for the construction and design industries.
FAQs about Sustainable Advertising at Knowledge Center
Q1: How does the Knowledge Center help building product brands advertise sustainably?
A1: The Knowledge Center enables sustainable advertising by allowing brands to store and share their catalogues digitally, eliminating the need for extensive physical printing and distribution, thus saving time and cost while reaching a wider audience. It provides multiple digital advertising spaces on its platform, including banners and category circles, for promotion. Furthermore, it facilitates direct online connections and virtual meetings with potential customers, significantly reducing the carbon footprint associated with traditional marketing travel.
Q2: Can brands still showcase physical products at KC if they focus on digital advertising?
A2: Yes, absolutely. KC features an Immersive Hub (Material Sample Area) with over 1,800 curated brand samples. These physical samples are complemented by a Barcode or QR code system for efficient tracking and information retrieval, integrating tangible engagement with digital data. This balanced approach allows for both physical interaction and digital efficiency.
Q3: What are the key sustainability benefits for brands adopting digital advertising through KC?
A3: Brands benefit from reduced printing and distribution costs, expanded reach to a higher audience, simplified and enhanced material selection procedures, and direct online connections with potential customers. This comprehensive digital approach contributes to both operational efficiency and a reduced carbon footprint for the brand and the industry at large
