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6 Trade Shows Building Products Manufactures Must Attend

4 May

 

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Trade shows are an optimal platform from which to introduce a captive audience to the latest innovative product or service you have to offer. The following trade shows are ones that should be on your short list for 2017 and ones to keep on your radar for 2018.  

 1 . National Hardware Show

Held each year in Las Vegas, Nevada, the National Hardware Show will run from May 9-11 in 2017. This annual trade show brings resellers and manufacturers from housing after-market sectors such as repair, remodeling and maintenance together. With attendance projected to top 35,000 over the course of its three-day run, 83 percent of people who have visited the trade show previously noted that they did so to look at new products. 

 2 . ENR FutureTech

San Francisco, California is the site of this year’s ENR FutureTech trade show. Hosted by Engineering News Record from May 30 until June 1 2017 , the show focuses on technology and its continuously-expanding role in construction, engineering and architecture. Combining intimate networking opportunities and interactive workshop sessions provides the opportunity for attendees to learn how technology applications can drive performance, profits and project delivery. 

 3. Remodeling Show | DeckExpo | JLC LIVE

Remodeling Show | DeckExpo | JLC LIVE – often shortened to R|D|J for brevity – is a three-day event that combines exhibit hall activities with workshops and other conference programs to provide training, education and networking for those in the residential construction industry. Held at the Baltimore Convention Center, R|D|J  2017 is slated to run from October 25-27. 

 4. Greenbuild

Hosted by the US Green Building Council from November 8-10 2017 in Boston, Massachusetts, Greenbuild boasts 20,000 registered attendees. Focusing on the premise that not only is green building an innovation that is shaping the current landscape of the industry, it is a concept that will continue to grow in the future, Greenbuild is dedicated to providing a forum for experts, professionals and industry leaders to connect. As the biggest conference dedicated to sustainable building in the world, Greenbuild generates a “Legacy Project” each year that is designed to deliver real-world solutions for the community whose outcomes will last for years to come. 

 5. Design & Construction Week

From January 9-11, 2018, Orlando will be the host city of Design & Construction Week. Expect more than 80,000 construction and design professionals to converge on the city to learn, talk and network at an event that is a combination of the talents of the NAHB International Builders Show (IBS) and the NKBA’s Kitchen and Bath Show (KBS). 

 6. AIA Conference on Architecture

New York City will be the home of the American Institute of Architects 2018’s National Convention. Set to go June 21st – 23rd the convention will feature intensive half-day and full-day workshops, seminars by leading architects and firms on emerging industry trends, tours of city architecture, events, and experiences covering the topic of the ever-changing world of architecture. The conference aims to create a space where a collection of talented and visionary individuals who are dedicated to improving the quality of life for all people in all communities come together.

 

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10 IBS Insights You Need to Know (Part 2/2)

28 Jan

Part Two: 5 Design Trends from IBS 2016

Indoor Outdoor Living

Every year, the International Builders’ Show (IBS) is the best place for marketers to keep a finger on the pulse of where the building products industry is going. The ER Marketing team and I attended this year, and we were able to learn everything from the latest marketing trends to a general economic housing outlook to the latest products that will impact everyone down the channel.

There’s no question that tech and high-performance homes are big, overarching trends to look for in 2016. But the show proved that neither of those trends can come at the expense of design, so the onus is on marketers at the higher end of the channel to educate their customers how these products can integrate into a home’s design beautifully and seamlessly.

Using our own team hashtag, #IBSDoubleTake, we captured the things that made us stop and take notice during IBS 2016. And they’re things you should take notice of, too—they’ll be impacting the way we market these products as we get deeper into 2016 and the coming years. Here are some of the design trends spotted at IBS 2016 by my team:

Top 5 Design Trends from IBS 2016:

  1. You are no longer in the building business. You are in the technology business. As customers at the end of the channel nutonebecome more and more tech-savvy (and tech-reliant), so too will their homes and the products they choose to build it with or put in it. Even down to seemingly simple products like this Nutone doorbell with 250 MB of space for custom doorbell rings/music, tech was the showstopper. Nutone did an excellent job of showing how a fun piece of technology can also inspire a clean and simple design aesthetic.
  2. Tech is big, but so is functionality. And new tech needs to integrate seamlessly into any design, including traditional, to be truly functional for customers. Wellborn Cabinets did that well with their remote control island—super functional, super classic, super innovative.Kohler Bath
  3. Lighting is big. Kohler highlighted the fact that whether in the home or in the booth, eye-catching lighting will be important for building products marketers to account for in 2016 and beyond. Consider how you might use unique lighting tactics to modernize your product photography as well.
  4. The style of the New American Home was “Rustic Modern.” What does that mean for building products marketers? Focus on a design that combines natural elements, textures, and colors with clean, simple, and crisp lines. In fact, the home executed this so effortlessly, it appeared to be a part of the natural landscape!New American Home 1
  5. Wondering how outdoor living plays in? Don’t worry—it hasn’t gotten away. In recent years, outdoor living has meant bringing amenities you would normally expect indoors (fireplaces/pits, speakers, covered seating) to the outdoors. Now it’s about bringing outdoor elements in with seamless, even tenuous, transitions from the indoors to the outdoors. This means floor to ceiling glass, pocket doors, cable or glass railing, clean lines, and corresponding design elements (like using recessed lighting and using the same flooring styles inside and outside, for example).

If you missed our post earlier in the week, make sure to read the Top 5 Marketing Trends building products marketers need to know from IBS 2016.

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5 Big Myths About Building Product Branding

16 May

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What you don’t know could be hurting yours

Brand is a fun topic and lots of people have opinions about it. Unfortunately, there’s a lot of bad information out there and that makes it more complicated than it should be, not to mention the fact that many people throw the term “brand” around without really understanding it. So here’s a short list of five simple myths about brand that every building products marketer should know:

#1 – Brand is a name or logo

Well, kinda. Those are certainly things a brand is associated with, basically the trigger for a brand, what identifies one brand from another. But to understand brand, we need to go deeper. My favorite explanation of brand comes from Marty Neumeier, who suggests brand is “a person’s gut feeling about a product, service or organization.” And that’s an important distinction to make, especially when we consider Myth #2…

#2 – You own a brand

Nope…and that is completely counter-intuitive. You see, you might own a name or logo, plus a tagline, website content, etc., but those “gut feelings” people have are uniquely theirs. You can’t own that, and yet that is the essence of a brand. So what you CAN own is the elements that impact the experience people have with your product or service—and you should, because it’s exactly what everyone else is using to develop their perception of your brand. From obvious things like quality and innovation to subtler items like website design and on-hold wait times, the elements that impact your brand are all around you.

#3 – Branding is putting our name or logo on things

It’s certainly a part of it, but only a small one. Want to know the biggest, baddest, most impactful way to build a successful brand? Here it is, free of charge: Make the experience match the expectation. There it is, the Golden Ticket to developing your very own Google or Apple (or Therma Tru or Masonite, for that matter). Of course, knowing it and doing it are completely different challenges. But the fact is Apple is known for innovation, Google is associated with results, and Amazon is trusted, not by accident, but because way more often than not, those brands have delighted people by delivering beyond expectation. That’s a positive experience consistently delivered, which builds trust, which builds brand.

#4 – Branding is the same as marketing

They are certainly related, but definitely not the same. Think of it this way: marketing is about delivering the message to your audience; branding is about delivering TO the message FOR your audience. In fact, an effective way to think about branding is “experience control”—all the work, effort, and strategy to ensure that what people experience is on target. That can be everything from how CSRs answer the phone to the quality of paper used in sales collateral. Consider that no matter how slick and new an airliner may be, the company logo sparkling on the bulkhead, that isn’t the airline’s brand; the surly flight attendant who snaps at you and screws up your drink order, for you, THAT is the brand. Ultimately, everything in the brand experience needs to deliver to a single message to build trust and preference.

#5 – There’s no such thing as bad press

This lazy approach to branding has seen some impressive names disappear over the years, even more so with the emergence of social media and the easy sharing of experiences. Today, unrestricted by any professional oversight, every blogger, every Yelp star, every Google “+1″ is all potentially a part of what people think (and feel!) about your brand. And the worst thing to do when something negative is shared is to do nothing at all, hoping the problem will go away. It won’t. So it’s important to keep the experiences and the conversations focused on the positive.

So what does this mean for you and your brand? Well, awareness is the first (and biggest) step. Always consider your brand from the audience perspective; not by what you’re doing, but by what they are experiencing. Knowing and understanding that perspective is critical to building a brand experience that can meet the expectations of those who will build—and talk about—your brand.

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How To Create a Building Products Facebook Contest

16 Nov

5 Ways to boost fan engagement and gain leads

Earlier this year Elton discussed the new Facebook timeline and if it matters for the building products industry. With more than a billion people subscribed to Facebook, it is an important social media tool to use and a simple way to host a promotional contest. Check out these five tips to create a Facebook contest to boost fan engagement, gain new leads, and receive feedback from customers.

1. Keep it Simple

  • It’s important to keep the entrants on the Facebook page by not asking too much information. An entrant should be able to fill out the required fields within a minute to keep them engaged.

2. Sweepstakes or Contest

  • Choose whether you would like to host a sweepstakes or a contest. A sweepstakes makes it simple for entrants to easily fill out their contact information and enter with the click of a button. A contest could be created to vote on a new product color by having the entrant choose their top choice or submit a photo of your product in application in order to enter to win.

3. Gain and Nurture Leads

  • Capture leads by requiring the entrants to enter their email address so you can utilize the contact for email marketing. If you add them to your distribution list, make sure to state in the rules that by entering the contest they will receive updates and emails from your company. In addition, make sure you give the entrants an option to opt-out of future communication to remain email compliant. When the contest has concluded, email the entrants who didn’t win by offering them a discount on a product or a sneak peek of a new product. This ensures the entrants feel included even though they didn’t win the contest in order to keep them engaged in your efforts.

4. Choose a Prize for Your Audience

  • Offer your company’s target audience something that not only draws them into entering the promotion, but something that makes them want to do business with you. Try giving away a product credit to have your customers or prospects to later invest in your products. This provides current customers a reward and helps influence leads to purchase from your company. If the prize is more promotional, think about the things your target industry is drawn to like sports, outdoor activities, or grilling.

5. Advertise Your Promotion with Facebook Ads

  • If your page has fewer fans, try promoting the sweepstakes or contest with a Facebook ad. This helps you target the demographic you want to enter in your promotion. To learn more about Facebook ads and targeting, check out the Facebook ads blog post from earlier this year.

As a building products CMO, it’s important to understand how Facebook works and its potential for reaching down the channel. While a promotion via Facebook might not be the best option for you, it’s a valuable tactic to consider to gain prospects and achieve maximum ROI. For more information about what other building products companies are doing in the industry, check out the Top 10 Facebook Building Products Pages from earlier this year.

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Pinterest: 10 Building Product Companies You Should Follow, Part II

2 Nov

5 more brands to check out for examples of successful Pinterest pages

Earlier I shared 5 building product companies you should follow on Pinterest. Here are the final 5 companies that are a great example of running a successful Pinterest account.

6. Fiberon

Pinterest: http://pinterest.com/fiberondecking/

  • As a manufacturer of composite decking, deck railing, and fencing products, Fiberon utilizes Pinterest to show DIY videos and infographics for maintaining a deck, preventing stains, and installing a deck.

7. Andersen Windows

Pinterest: http://pinterest.com/andersenwindows/

  • Andersen has manufactured dependable windows and doors for more than 100 years. Pinterest displays the Andersen window product line by featuring them in a variety of different homes. In addition, a pinboard is dedicated to recycling doors and how to use the doors for decorations.

8. GAF

Pinterest: http://pinterest.com/gafroofing/

  • A manufacturer of commercial and residential roofing, GAF utilizes Pinterest to showcase the different product lines. Other boards have been added to show unique roofs from around the world.

9. Trex

Pinterest: http://pinterest.com/trexcompany/

  • Trex manufactures wood-alternative decking and railing products, and uses Pinterest as a tool for helping inform builders, contractors, and homeowners of product uses. Pinboards also display events like Earth Day with Trex’s recycling and sustainability videos.

10. Pella Windows

Pinterest: http://pinterest.com/pellawindows/

  • Pella has been providing doors and windows for more than 85 years. Pinterest is an outlet for sharing tips for homeowners like saving energy, washing windows, and DIY projects.

Ready to make your company part of Pinterest? Get started today by visiting www.pinterest.com or learn how you can utilize Pinterest.

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