About Z promotion & design
Z promotion & design was established
in 1996 as a full-service marketing, advertising and creative agency. From
day one our mission has been simple: To provide businesses with
an effective alternative to juggling a handful of freelancers or
getting lost in the mix of the bureaucracy of large, impersonal
agencies. At Z promotion & design, we work closely with
each of our clients to provide high-quality, forward-thinking
creative marketing solutions. No matter how big or small your
budget, we strive to help you improve your business through
personalized service that incorporates intelligent marketing
ideas and top-notch design expertise.
In 1998, we began our work with the kitchen
& bath industry thanks to a simple web design for
Triangle Design Kitchens of Raleigh, NC. Our kitchen & bath
client base grew so rapidly thereafter that we have since become exclusive to the kitchen & bath industry. We are proud
to serve showrooms, manufacturers, design firms, associations
and suppliers with a powerful combination of marketing, design,
and production expertise backed by solid knowledge of a unique
and ever-changing industry.
Located in Chapel Hill, North Carolina,
Z promotion & design specializes in a full range of
advertising and creative services, including all aspects of branding and
marketing, copywriting, media planning, logo and graphic design,
web design, audio/video production, 3-D animation,
computer-based training/presentations, and public relations
Z promotion & design Founder and
President, Philip D. Zaleon, is an international award-winning
writer, producer, and designer with an extensive background in
marketing, graphic design, television promotion and production,
and web design. He is a contributing writer to industry-leading
magazine Kitchen & Bath Design News, and NKBA Magazine as well as a seasoned
industry keynote speaker on all things marketing and author of the industry marketing primer "A is for Advertising... B is for Branding...". He is currently the Chapter President of the Eastern Carolinas Chapter of
the NKBA and a recipient of numerous industry Awards of
Distinction for creativity. Phil is also the co-founder and Partner of the industry leading, innovative Kitchen & Bath Channel.
Z promotion & design is the exclusive marketing vendor to both the SEN Design Group and Buying Group Services (BKBG and PremierDPH)
Whether heís writing an article for KBDN
Magazine, a blurb for the SEN Design Groupís internal
newsletter, or a book for whole Kitchen & Bath industry, Z
promotion & design President Phil Zaleon writes to make you a
better marketer, and as a result, a better business owner.
Each of the articles below will provide you with
helpful ways to improve your business. The articles are
categorized by publication. Click [Show] to expand each
publication and reveal individual article titles. Then click on
the article title to view the article in its entirety.
Contract All | Expand All
Kitchen & Bath Design News
"Marketing Smarts: Marketing Solutions"
April 2010, Author
June 2009, Author
"Marketing for Referrals"
July 2008, Author
"Make Your Mark"
April 2008, Author
November 2007, Author
"Marketing for All Seasons"
August 2007, Author
May 2007, Author
April 2007, Quoted
"Developing Your Database"
November 2006, Author
"Extending Your Showroom"
August 2006, Author
"Marketing Your Showroom"
April 2006, Author
"Aspiring to the Luxury Market"
November 2005, Author
April 2005, Author
September 2004, Author
"Cost Effective Creativity"
October 2003, Author
"Image is Everything"
July 2003, Author
Remodeling - Quoted
Trademarking can be a smart way to help you develop a brand.
Successfully creating a market identity for your company isn't easy.
Branding first requires a substantial creative effort, then a
serious financial commitment as you establish the brand through
marketing. "It's not inexpensive to effectively brand yourself,"
says Phil Zaleon, a marketing consultant and founder of Z Promotion
& Design in Chapel Hill. N.C. "It takes time, it takes money, and it
takes patience." Because branding is so difficult, companies that
have succeeded (or hope to) often try to protect the components of
their brand identity, such as the logo and tag line, by registering
trademarks with the US Patent and Trademark office.
"If you've stumbled across something you think is effective for
marketing and branding yourself," Zaleon says. "you want to try to
protect it as best you can."
Trademarking seems a logical step for many companies. And although
the process first appears fairly straightforward - essentially all
you have to do is fill out some forms and send them to the U.S.P.T.O.
along with a fee - the registration process is actually quite
"It's much more complex than it seems on its surface." says D.S.
Berenson. a partner in national construction law firm Johansen
Berenson and frequent contributor to REMODELING.
First, you must be absolutely sure the mark isn't already in use in
remodeling or a related industry. The U.S.P.T.O. will only alert you
to conflicts with other registered trademarks, not to unregistered
marks already in use.
"Just because you have the trademark doesn't mean someone's not
using it already," Berenson says, "and getting the trademark doesn't
give you rights over someone who is already using it."
That means you can register your mark and still find yourself on the
losing side of a trademark infringement case.
When registering a trademark, you must also be careful to ensure
that you're only registering the mark for the exact services you
provide. Registering a mark for a service you don't provide - just
others from using it - is known as trademark fraud, and that can get
you in serious trouble.
"We run into a lot of problems with people who file overly broad
trademark descriptions," Berenson says. "You have to very carefully
specify which goods and services you're filing the mark for."
Because of all the complexities and potential complications,
Berenson says, it's essential not to begin the trademarking process
without a lawyer. "It's common for people to try to go through the
process on their own," he says. "but that's very dangerous."
David Zuckerman is a freelance writer based In New York
Zpd.TIPS is a series of marketing tips authored by
Phil Zaleon from 2000 - 2005. These tips, covering general
marketing topics were emailed weekly to thousands of business owners
world-wide who signed up.