Tag Archives: building products

What You Need to Know about Google in the Building Products Industry – Part 1

8 Oct

G+

Google Goes Beyond Search: AdWords, Analytics and Google Apps

We all know Google’s awesome search functionality, but do you know everything else it has to offer? This 2-post series will teach you about:

  • Part 1: Google AdWords, Analytics and Google Apps for business
  • Part 2: Google+

Let’s start with the basics – by now you should be familiar with Google AdWords and Google Analytics:

  • Google AdWords: AdWords (commonly referred to as Pay-Per-Click or PPC) is easy to set up for your building products business and allows you to target specific search terms, manage your budget and see what is working and what isn’t.
  • Google Analytics: Google Analytics allows you to track visitors, and their activity, on your website. If you’re ready to take it to the next level, consider upgrading to Google Analytics Premium which provides even greater insights.

Google has also developed several apps that your building products industry company may want to use. Google Apps is a full suite of cloud-based productivity tools that let you (and your team!) connect from any device. They are simple to set-up, use and manage. Here is an overview of some of my favorites:

  • Gmail: Provides unique functionality like ‘labels’ that allow you to store emails in multiple folders. Also provides 30GB of free storage.
  • Drive: A place to easily organize all of your files on the Google cloud.
  • Docs: Perfect for creating and sharing documents in real-time with your team.
  • Sheets: Spreadsheet functionality with discussion style comments.
  • Slides: Work on presentations with your team in real time.

A couple other notable Google products:

  • Google+ Hangouts: An easy (and free) way for up to 10 people to have a live video call.
  • Google Wallet: Not only does it allow users to purchase products with 2 clicks, it now features a loyalty program component.

Look for my second post on Google coming shortly to determine what your company needs to do to stay relevant in search listings and beyond.

 

Share via email

5 Big Myths About Building Product Branding

16 May

PAF193000060

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.

Share via email

What the Pro Should Want From a Building Materials Manufacturer

23 Apr

SONY DSC

Know the pro and separate yourself from the competition

As a manufacturer of building products you provide solutions for the home owner that get delivered, installed, and most importantly sold by someone you don’t know.

Oh sure, you ‘know’ who the builder or remodelers are. You read the trade publications, you go to conferences, you subscribe to newsletters, heck you even have an analyst in the marketing department. But do you really know what that person needs from your company?

While you have spent all that money on your brand, your website, your amazing new iPad app, does it mean anything to the person down the channel? This person may be sitting across the dining room table, on the job-site or in the model home making purchasing decisions with the homeowner. What does it mean to them?

Many times, the professional builder or remodeler has the ultimate power over the homeowner and what are they armed with? Their own marketing materials. Maybe they use your brochure, but in the end people buy from people they know, like and trust. No one trusts a brochure or an iPad app.

As budgets become available now that the recovery is here, be sure to include all the stops on your sales channel. Remember to equip everyone with what they need to help the next stop on the channel. What your one-step distributer/dealer needs is very different from a two-step wholesale selling to lumberyards selling to the pro.

Make the effort to understand that pro. Research them. Sit with them at the table with the homeowner. Put the time in to see how they use your cool new gadgets vs what they are comfortable using. You might be surprised at the wide range of options you need to provide.

You also have to think about how your brand message is delivered. It is the last stop in the funnel. Think about how you enable the sales process to occur as easily as possible. Are you making it easy for the pro to sell your products?

Some thoughts to ponder as you really look at the customer that sells your products for you. Always keep them in mind. While not directly your customer, they are often not given the full access to the manufacturer to help them. Those that have figured it out, and there are many, are separating themselves from the competition.

Share via email

5 Building Product Trends In the New Housing Market

18 Apr

iStock_000000000759Medium

The Housing Market is Evolving – Be Ready

As we move into 2013, I think everyone is in agreement, the housing market is recovering. In some places, it’s recovered, others sill have excess inventory or foreclosures, but overall – we are through the worst time our industry has ever seen (or wants to see).

So as we look forward to this ‘new’ normal what will the housing market look like? What trends do we think will occur or impact our business? the home buyer? the manufacturer? the lumberyards?

Heres my take on 5 things this ‘new’ normal means to our industry

  1. We all have to remember what we have gone through these past few years. It’s human nature to only remember the good things and let those bad memories fade away. We can’t let that happen this time. We need to manage inventories, not simply look for the quick buck and actually manage our businesses with the long-term in mind. Too many bad decisions combined with bad business practices left too many companies out of business.
  2. People will continue to stay in the homes longer. Maybe it’s just me, but it seems like homeowners have also learned some hard lessons. Too many people bought a home they couldn’t afford and then wondered why they couldn’t make that huge payout after 2 years. There’s enough hedge funds buying up real estate. People need to buy a home they can afford.
  3. Universal design and aging in place will explode. As a component of #2, people are aging in their homes. Some because they love the house they have lived in, but for many, it’s a very easy financial decision. The cost to make your home more accessible and useable as you age far outweighs the cost to sell your home and move; especially to any assisted living facility. Manufacturers and pros need to look at this as a huge opportunity.
  4. Multi-generational living isn’t going away. While initially people saw this as the Millennial generation moving home after college, it’s much more than that. In a growing number of family’s, the older generation is moving in with their ‘kids’. These homes typically were the primary home and may have kids off in college and now the grandparent(s) are living with the family. Again this becomes a financial, but also a great emotional, challenge for the entire family. Creating homes and products that work, in some cases, for three generations will be key.
  5. Millennials are in no rush to buy a home. For most of us, buying a home was something you wanted to do. It meant you had arrived. You were an adult. We need to understand that’s not at all how the Millennial generation approaches home ownership. That’s part of their contentment with living at home into their mid 20s. As an industry we need to realize that constant stream of new buyers may take a hit for a few years. Although there are plenty of hard working, financially stable 26-32 year olds, they simply don’t feel the need to buy a home right away.

So the housing market is really coming back, but it will be different and we all must learn from the past, and be prepared for the future.

Share via email

10 Building Product Lumberyards You Should Follow on Twitter – Part 2

10 Apr

Screen Shot 2013-04-08 at 2.47.29 PM

Even more local lumberyards on Twitter 

Like I mentioned in Part I of my Top 10 Building Product Lumberyards You Should Follow on Twitter list, for many Twitter users, the hardest part is knowing who to follow so I’ve created a list. Here are the rest of my Top 10:

 6. Luedtke Lumber – @LuedtkeLumber

This Wisconsin-based lumberyard and hardware store not only has nearly 900 tweets, but utilizes text-based offers as well. While definitely more DIY than some, this lumberyard has grown to add more products and services beyond the traditional yard.

7. Bliffert Lumber – @BliffertLumber

Bliffert Lumber is another Wisconsin lumberyard that has millwork, hardware, decking as well as K&B. With over 800 followers and nearly 2,000 tweets, this company has integrated Facebook and Twitter to help promote specials and other customer information.

8. Mobile Lumber – @MobileLumber

While many yards are using Twitter for promotions and products, this Mobile, AL-based yard also utilizes it to recruit employees for all their locations in the Gulf Coast area. They have over 700 followers and are growing.

9. Star Lumber & Supply – @StarLumber

Closing in on 1,000 followers, this Wichita-based family owned yard utilizes many of its tweets to help educate and promote product knowledge and availability. In addition, they utilize their blog (blog.starlumber.com) for more in-depth product information.

10. Issaquah Lumber – @CedarExpert

As their Twitter handle implies, this Issaquah, WA yard focuses on cedar. As a family-owned Cedar Mill, they have nearly 2,000 followers looking for their insights on cedar products from decking to fencing and everything in between.

For even more lumberyards, check out my Twitter list at https://twitter.com/EltonMayfield/lumberyards. For a daily update from this list of lumberyards, subscribe to my daily paper: http://paper.li/EltonMayfield/1335936730.

Share via email