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Building Product Marketing 2013-02-03 19:23:00
I first heard this poem when I was in 7th Grade, and think of it whenever a building product sales rep brags that he or she has 'the best product." It is a cautionary tale about using logic in product selection. Enjoy.The Deacon?s Masterpiece or The Wonderful "One-Hoss Shay": A Logical Story Oliver Wendell Holmes (1809-1894)Have you heard of the wonderful one-hoss …

Do the Math

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Building Product Marketing 2013-01-06 03:16:00
Sheldon Wolfe, author of Constructive Thoughts, has given this blog the Liebster Award, a method of recognizing good blogs that do not get much traffic.Like many social media campaigns, this one is based on the power of something going viral. Each receipient is supposed to give awards to five more blogs. Here is a comment I left on Sheldon's site:I appreciate …

Buiding Tall with Big Builders

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Building Product Marketing 2012-12-26 00:29:00
One of the themes of my career has been to understand the economic forces that shape the building products industry and drive the investment in new building products and technologies. The fragmented nature of the construction industry means that most new products have to be launched slowly, making relatively modest investments to seed demand and then increasing capacity as more people …

Creating Bigger Problems

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Building Product Marketing 2012-12-16 19:11:00
A valued business coach, Ralph White of Possibilities Unlimited, recommends that consultants (and by extension, all people trying to grow a business) should,"always be creating bigger problems to solve."Good advice.

Lunch came Late

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Building Product Marketing 2012-11-26 17:01:00
It is customary, at lunchtime educational programs, to serve lunch before getting into the educational content. Yet at a recent presentation, the catering service was late in arriving. I began the program at the appointed time and got 15 minutes into the training before the food arrived and I announced a brief intermission to allow participants to fill their plates and …

Finishing the Architect's Design

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Building Product Marketing 2012-11-26 02:11:00
In my work for a building product manufacturer, it is a daily struggle to figure out a designer's intent and to create a solution that actually works. The following, from an essay by Sheldon Wolfe, FCSI CCS, underscores this observation:It is clear, however, that the countless products and the special knowledge they require make it impossible for a design firm to …

The success of LEED?

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Building Product Marketing 2012-11-21 03:07:00
The USGBC program was designed to transform the market to encourage greater sustainability. Success sometimes has unintended consequences, as noted in this blog post by Rob Cassidy,& Construction: Rob Cassidy, editor of Building Design interpreting data gathered by Turner Construction: The most intriguing finding, however, had to do with what seems to be …

Selling Products Effectively to Construction Specifiers

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Building Product Marketing 2012-11-19 16:07:00
This is the handout from a presentation Michael Chusid made to the 49th Annual CSI Show and Convention, April 2005 in Chicago, IL.Selling Products Effectively to Construction Specifiers?By Michael Chusid, RA, FCSI, CCSIt is not much of an exaggeration to say that all I know about building products I learned from sales representatives. Who else, after all, is willing to take …

FTC Issues Revised "Green Guides

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Building Product Marketing 2012-11-11 15:48:00
The Federal Trade Commission issued revised ?Green Guides? that are designed to help marketers ensure that the claims they make about the environmental attributes of their products are truthful and non-deceptive. The revisions to the FTC?s Green Guides reflect a wide range of public input, including hundreds of consumer and industry comments on previously proposed revisions. They include updates …

Good Humor

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Building Product Marketing 2012-10-29 14:18:00
A good joke can lubricate even the toughest situation.PERSPECTIVETo the optimist, the glass is half full. To the pessimist, the glass is half empty. To the engineer, the glass is twice as big as it needs to be.PRACTICALITYA pastor, a doctor and an engineer were waiting one morning for a particularly slow group of golfers. The engineer fumed, "What's with these …

Planning or Responding

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Building Product Marketing 2012-10-28 23:39:00
"Though he had always been a careful planner, life on the frontier had long ago convinced him of the fragility of plans. The truth was, most plans did fail, to one degree or another, for one reason or another. He had survived as a Ranger because he was quick to respond to what he had actually found, not because his planning …

Defend your trademarks

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Building Product Marketing 2012-10-02 11:19:00
Escalator originated as a trademarked term for the Otis Elevator Company's moving staircase, first introduced at the Paris Exposition in 1900. Because Otis did little to protect its rights to the mark, a 1950 court ruling moved escalator into the public domain.You should escalate the value of your brand, protecting it from a into the public domain.Based on: http://www.merriam-webster.com/top-ten-lists/top-10-words-from-trademarks-vol-2/escalate.html#U6cwBt1Lc9DXdUzX.99

Sponsoring Scholars

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Building Product Marketing 2012-09-30 22:36:00
Many of the advances in material and building science emerge from academia. Here is how one company seeks to stay at the leading edge and attract talent while generating goodwill for the firm. The following is from the website of Danzer, an major producer of wood products: Final dissertation or thesisDoes your …

Misinformation: Why it sticks and how to fix it

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Building Product Marketing 2012-09-20 00:55:00
Have you ever had a customer stubbornly cling to outdated or erroneous specifying practices? Of course you have. Few building product sales are made to individuals that offer a blank slate of preferences, so selling often requires you to get someone to reassess what they believe.New research, reported in ScienceDaily looks into cognitive factors that make certain pieces of misinformation "sticky" …

MasterFormat Live!

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Building Product Marketing 2012-09-13 13:56:00
Place is one of the fundamentals of "Four Ps" of marketing, along with Product, Price, and Promotion.In building product marketing, one of the places affecting your market is i MasterFormat, the industry's standard for organizing construction information.MasterFormat is updated annually by its sponsors, Construction Specifications Institute and Construction Specifications Canada, based upon input from the construction industry.I made several suggestions that …

Quick Building Code Approval

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Building Product Marketing 2012-09-04 13:30:00
Q. I am a student at Stanford and am researching a new building material, Engineered Cementitious Composite (ECC). Could you tell me some examples of how long it takes to get approval for new building material? A. You ask a simple question for which there is not a simple answer.Before getting an acceptance criteria, it may be necessary to first invent …

Prefabrication

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Building Product Marketing 2012-08-28 17:15:00
The most recent accomplishment in rapid building in China is getting a lot of press coverage and internet traffic. "30-story building built in 15 days" is a short, slick video that includes time-lapse photography of a slender, 30-story hotel being erected very quickly. The video includes a wealth of claims about the efficiency and sustainability of the building, the safety of …

AIA CES Program Changes Could Mean Bigger Audiences

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Building Product Marketing 2012-08-28 17:09:00
AIA has been tweaking its continuing education system (CES) program in ways that will likely bring more opportunities to businesses providing CES programs.Continuing education is a voluntary process, sort of. In most states, licensed architects must engage in continuing education in order to keep their licenses, although the number of credits required per year varies widely. AIA members must also continue …

Logo Sponsorship

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Building Product Marketing 2012-08-28 16:58:00
Construction tool manufacturers already know the benefit of paying for their logos on race cars. It seems to me, however, that there are many opportunities for sponsoring buildings by offering logo display opportunities.What I envision goes beyond small logos on jobsite construction signs. These signs typically list the designers, prime contractors, and owner, but not suppliers.Using buildings as billboards is also …

Learning from Lighting

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Building Product Marketing 2012-08-21 13:56:00
Even if you do not make lighting products, any building product manufacturer can learn something from these excerpts from this article:Lighting industry business leaders reflect onmarket evolutions and product innovation.In 1986, lighting designers and specifiers working on a job reached over their drawing boards and pulled a manufacturer's 4-inch binder off the shelf, filled with a thousand cut sheets of product …

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