Tag Archives: trends

IBS 2016: “The New Big Thing” Is…

23 Feb

My Key IBS Takeaway for Building Products Marketers

IBS 2016

We’ve talked a lot about the 2016 International Builders’ Show (IBS) throughout the course of the last few weeks. You might even say we’re a little obsessed. But the reason why is that, for building products marketers, trade shows are a big deal. And there is perhaps no bigger one—or more important—than IBS. Every year, IBS represents where the building industry is going, from products to design trends to marketing. And every year, it’s at IBS where you can find “the next big thing.”

For me, the next big thing in trade show marketing is pretty clear: experiential booths. For a long time—too long, in fact—boring and uninspired booths have ruled the roost. Matt Hillman, our creative director at ER Marketing, even recently went as far as to describe the majority of booths as “brochures you stand in.” Not far off. But things are changing. In his post, he discusses some of the booths at IBS that delivered much better experiences for their audience. The common theme was that these exhibitors need to put on a “show” for their audience.

I think this is true no matter what trade shows you attend. In fact, it sparked my thinking on some other trade shows I’ve been to that have exemplified the experiential booth marketing that was such a hit at IBS. Here are some of the standout booth experiences I’ve had attending trade shows—experiences that should become the model for B2B marketers in the building products industry:

  1. At the Food Equipment Show, a commercial sausage making company proved the power of their product by doing multiple demonstrations using Play-Doh. This created a colorful (in more ways than one) experience for attendees.
  2. A simple product demonstration that proved effective was a window company that let attendees experience their good, better, best product offerings. By placing single, double, and triple paned windows in front of heaters, visitors could simply touch the glass to feel the difference in quality.
  3. A house wrap company had an innovative approach to showing their product’s resilience. By pulling their house wrap taut and placing it next to competitors’ products, they were able to demonstrate which was the strongest—by having a professional pitching machine shoot baseballs at the wrap.
  4. At the Deck Expo, one company created a competition in which attendees attempted to break their product with a hammer. If they were able to break it, they won a huge prize. It was simple to execute, and best of all, the loud noises of people attempting to break the synthetic decking drew a crowd.

IBS proved that the next big thing for building products marketers is creating an experience attendees will remember and breaking from tradition to do it. But that’s not exclusive to IBS—these examples demonstrate that it’s a change happening at all trade shows. B2B marketers in the building products industry need to do better. Your average, boring trade show booths are no longer effective. Worse, they’re very likely a huge waste of your money.

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IBS 2016: Innovation Starts at the End of the Channel

4 Feb

Why I’m Demanding a Disruption in Building Products Development

Trendsetters

It seems like every meeting I have been in over the last few months has the same common theme. When asking any building materials manufacturer what they want to be famous for, the one word I hear over and over is “innovation,” or being an “innovator,” or being “innovative.”

No matter the iteration of the word, they’re saying the same thing: they want to come to market with products that chart the path for the industry. The question is: what is anybody doing to really accomplish that? Just stating the word does not change the product development process or disrupt the industry with new and truly innovative products.

That’s why while I was at the 2016 International Builders’ Shower (IBS) and Kitchen and Bath Industry Show (KBIS), I was delighted to run across a company doing exactly that. Cosentino® is a building products company that develops stunning quartz and stone options for kitchen and bathroom surfaces. One of their products, Silestone®, is a beautiful high-end surface made of 94% quartz.

But what makes this product so innovative is not just the advanced bacteriostatic technology or its incredible resistance and durability, or even its numerous designs; it’s the way Cosentino develops those designs.

Through the support of their Silestone Trendspotters, a diverse group of top designers from across the country, Cosentino creates new looks every year inspired by some of the most cutting-edge and forthcoming designs in the market. How do they accomplish this? Cosentino goes straight to the other end of the channel to talk to the people using their product (and, presumably, their competitors’ products), and then gets their insights to develop a product that will set the course for tomorrow’s trends.

Let’s be clear: these designers aren’t just choosing colors. Manufacturers everywhere bring in a designer or two to pick out colors; that’s nothing new. The Trendspotters is a team of designers from all different places across the country, from different points in their careers (some veterans, some up-and-comers), from different styles and backgrounds, from different philosophies and clienteles.

Cosentino made a bold move in picking them, flying them to Italy, and turning them loose to work with engineers, product developers, and others on the manufacturing team to create a product they collectively thought reflected where design is headed. The magic of this is in how fearless Cosentino was in being open to the opportunity of what could be made when this diverse team of forward-thinkers got access to their resources, intelligence, and the inspiration of Italy.

Here are two of the new looks from the Etchings collections created this year by the Trendspotters:

  • Ink EtchInk: This jet black design is a classic, clean, and simple showstopper in most decor. By complementing the boldness of the Etchings design with a timeless shade, homeowners can feel confident their choice won’t go out of style any time soon.
  • AquaTint EtchAquatint: Look familiar? Our Art Director, Stephanie Voss, wrote a blog last year about how calming blue hues like Pantone’s Serenity will influence the building products industry in 2016. Proof pudding.

This approach to product development and design is brilliant precisely because it seems so obvious—but it’s not. Not everyone in building products is doing this. In fact, a lot of manufacturers either base their designs on focus group input or simply create designs based on studies published through standard trade outlets. Both options have their place, but are also inherently reactive—not always the best option for companies who seek to be innovative.

But who better to tell building products manufacturers at the top of the channel where design is going than some of the top designers in the country? By using these designers’ “on the ground” knowledge, Cosentino’s Silestone product is poised to set the tone for other designers and consumers in the coming years.

It takes time, energy, patience, investment, and courage to utilize an approach like this—an approach that empowers someone outside of your company to not only influence product design, but to create it. But that is true innovation. It’s listening, it’s using resources, it’s collaborating, and it’s understanding the channel on every level and using those insights to better your product and better the entire industry. Using focus groups and studies is also necessary for understanding today’s trends, but setting tomorrow’s requires further channel insights—exactly what Cosentino is doing with its Trendspotters.

I’m certain that this new line is going to be a hit, but I’m even more certain that the process will open the building products world to even more innovative creations.

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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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Don’t Let Words Overpower the Message

21 Jan

Avoid These Marketing Buzzwords in 2016

Buzzwords

When I was at the B2B Marketing Forum this past year, we played a little game called “marketing bingo.” Some of you might be familiar with it. You play by creating a card of marketing lingo, slang, and overused words, and then you work to fill up your board as you hear these words used throughout the conference. And you’d be amazed to learn how quickly those bingo cards fill up.

Towards the end of last year, I wrote a blog post about how marketers need to focus on being classic rather than trendy. Reports show that as marketers are trying more and more to push the envelope to keep up with the latest trends, they’re missing some of the fundamentals of marketing. I believe that a lot of the time, marketers are too focused on who can throw out the most marketing buzzwords in a conversation rather than having a substantive discussion of the deeper issues at hand.

That’s why I was so excited to come across an article from Marketo last week discussing some of the top buzzwords that marketers should retire this year. I’ve picked out a few of my favorites:

  • Email Blast: A shotgun blasts, an email doesn’t. If anything, as marketers we should be looking for more and more ways to personalize our emails—not “blast” them out to the largest group possible.
  • Low Hanging Fruit: Aiming low is always a great way to get results, right? No. If you’re looking for low-hanging fruit, I can almost guarantee that you already have it—and it’s rotten.
  • Thought Leader: This one is tricky, because I use it myself. But the reason for not using it is strong—essentially, any content you produce should come from a place of leadership. Too often, though, this word comes from a promotional place. Aim to help, not sell.

As marketers, it’s easy to get caught up in whatever the latest buzzword is. And it’s not inherently bad to be aware of the concepts, but it is if it comes at the expense of actual deeper thinking. Don’t let the words overpower the message and don’t let fleeting trends override long-term strategy.

If you want to see the full list of marketing buzzwords to avoid in 2016, read the article.

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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.

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