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Posts I am NOT going to write

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Building Product Marketing 2012-08-16 10:59:00
As I plan on reducing the frequency of my posts to this blog, here are a few of the topics I am no longer planning to write about:"The Threat to Smaller Firms", Building Design and Construction magazine reports in its 2012-Feb issue, is that ""the top 10 firms in any building category -- hospitals, higher ed, K-12, government buildings -- ...control …

Specification Obfusation

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Building Product Marketing 2012-08-09 13:00:00
Too frequently, poorly written specifications make it difficult to bid construction projects. I saw another example of this today in a specification section for a large project designed by a major architectural firm. Here are some of the errors in the document:1. It specified a product that has not been manufactured in more than five years.2. While the product was identified …

Following the LEED

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Building Product Marketing 2012-08-07 15:58:00
Suppose you want to determine how LEED, the green building rating system, effects marketing opportunities for your product. This used to be fairly simple to determine, as there was just one version of LEED and you could quickly scan the list prerequisites and credits to see which related to your product.It is a bit more complicated now:There are Multiple Versions of …

Upcoming Events

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Building Product Marketing 2012-07-31 23:51:00
Michael Chusid looks forward to seeing you at these upcoming events: 2012-Sep-11 through 2012-Sep-14 CONSTRUCT 2012 and CSI ConventionPhoenix, AZ 2012-Sep-27 Michael Chusid and Vivian Volz present a CSI Webinars Guide Specifications: A Marketing Tool for Manufacturers and Sales Reps2:00 PM Eastern 2012-Oct-22 through 2012-Oct-24Construction Writer's Association Annual ConferenceWashington, D.C.Michael Chusid will be a speaker at the conference.

Lunchtime Follies

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Building Product Marketing 2012-07-26 13:47:00
Once again, the folks at http://architexts.us tell it like it is.For many employees in a design office, lunchtime educational programs are one of the few perks they get. Use their hunger (for education and for nourishment) to your advantage.They may come for the food, but make sure they leave with something more than a full belly. (I mean useful information, not …

Excellence in Construction Information Award won by Chusid Associates

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Building Product Marketing 2012-07-24 11:55:00
Davis Colors, has won the 2012 Excellence in Construction Information Award (EICI) for a set of five guide specification sections written by Chusid Associates. Davis Colors offers the specifications to architects and engineers as an aid in writing of accurate and complete project specifications. EICI is awarded jointly by the Construction Specifications Institute and Specification Consultants in Independent Practice to recognize …

Cement Nanotube Concrete Reinforcement

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Building Product Marketing 2012-07-19 12:28:00
Top right: Cement microstructure. SEM image of cement paste with portlandite precipitates within calcium-silicate-hydrated C-S-H gel. Using atomistic simulations, this work indicates that cement nanotubes can exist. The chemically compatible nanotubes are constructed from the two main minerals in ordinary Portland cement pastes, namely a calcium silicate hydrate called tobermorite (bottom left) and calcium hydroxide (bottom right). (Images: Dr. Ayuela, Donostia …

Promote The Right Thing

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Building Product Marketing 2012-07-17 13:30:00
Promotions ? which usually means giving something away free ? can be a great way to raise awareness, build a relationship with a potential customer, and give them a chance to experience your product first hand......If you do it right!Case in point: I downloaded a free iPhone app that helps you learn German. Like many free apps, it's a "lite" version …

Respect Your Target Audience

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Building Product Marketing 2012-07-12 13:30:00
I was researching a media-buy for a client, and while perusing a trade magazine's media kit, I came across an impressive statistic: 90% of the people they surveyed read their magazine. Only about 50% of those same folks read the next most popular magazine in that field. Sounded great.Except that I like context. So I wondered, who exactly were the folks …

Strange Specs

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Building Product Marketing 2012-07-11 11:58:00
I found the following text in a guide specification from a building product manufacturer. A. General Locations and Arrangements: Drawing Plans and Details indicate general location and arrangement of underground storm and drainage piping systems. Location and arrangement of Storm Water Systems is critical and design consideration should be taken into account. Install Storm Water Systems as indicated herein and as …

Subcontractors and Design-Build

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Building Product Marketing 2012-07-10 11:00:00
Our associate, Bill Kneeland, PE, emailed me recently, pointing out that subcontractors play a vital role in selecting building products for Design-Build projects: Lately I have been schooling (consulting) subcontractors on the requirements necessary to Bid Design-Build (D-B) projects. D-B projects represent a growing opportunity for companies that have sufficient experience to prepare D-B bid documents, providing they understand the correct process …

The Blooming Infrastructure of Greenness

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Building Product Marketing 2012-07-05 13:30:00
Sustainability is such a broad concept, it should surprise no one that its implementation will require a lot of pieces being put in place.And that's happening. Seen at the Alt Build in Santa Monica, CA:A green realtor called the The House Agents was exhibiting. A green realtor helps sellers green their homes for sale, including hooking up the homeowner with incentive …

And You Shall Beat Your Swords Into Timeshares...?

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Building Product Marketing 2012-07-03 13:30:00
Usually, we think that recycling is a good idea because we want the world to remain habitable for longer. Then there's another school of thought: recycling because it won't remain habitable. A developer in Kansas, Larry Hall, has remodeled a 1960's- era missile silo into 1,820-square-foot units condo units. Underground. He's promoting it as a safe place to ride out any number …

Company Stores: Learning From Apple

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Building Product Marketing 2012-07-01 21:06:00
Microsoft has taken a page from Apple and is opening its own, company branded stores. An online columnist explains the new strategy with a building product analogy: Roof tile? That's over on aisle 9.Stretch the analogy a bit. Windows tablets? They're on aisle 9, next to the laptop bags.I could stretch the analogy even more, where the buyer gets lost amid …

Concrete Bolt Challenges Conventional Thinking

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Building Product Marketing 2012-06-28 13:07:00
"You can't do that!"These words are challenge every building product manufacturer to rethink their attitudes about the limitations of their products. A threaded bolt and nut made from concrete is a good illustration of this principle.Concrete Plant International 2012-01 page 40 "Everybody knows you need metal to make a high strength bolt!"Everybody, apparently, is wrong.In a recent "Concrete Canoe" competition in which …

Mining Data from Illustrations

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Building Product Marketing 2012-06-26 12:15:00
Forgive the pun title for this post -- but it this illustrations brings two topics to mind.1. Mining is a huge market for construction materials! It is frequently overlooked by building product manufacturers more tuned into above ground construction. Mining -- particularly underground mining -- requires concrete and other structural materials, lighting and communications, plumbing and ventilation, tools and equipment, and …

Cardborgami - Innovation in Temporary Shelter

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Building Product Marketing 2012-06-21 13:30:00
OK, I don't know if this actually relates to building product marketing, but it's too cool not to share.Seen at Alt Build 2012:Cardborgami (www.cardborgami.org) is a fold-up temporary shelter made of plain ordinary corrugated cardboard. It was invented by Tina Hovsepian, a native of Los Angeles (where there are more than 30,000 homeless people who do not have access to shelter) …

Supreme Court: Architectural Reps ineligible for overtime

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Building Product Marketing 2012-06-20 11:09:00
A "detailer", in pharmaceutical parlance, is a person that calls on doctors to introduce new drugs and provide samples. There are also building product detailers, the factory representative that calls on architects or engineers, but does not negotiate or handle sales to dealers or contractors. Also known as "Architectural Reps", they introduce products, provide samples, offer continuing education programs, and assist …

Product Standards

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Building Product Marketing 2012-06-19 12:35:00
Do confused customers buy more carpet? Apparently some building product manufacturers think so, because they resist the creation of standards in their industry. The following example is extracted from a blog post by Ron Geren, a specifier in Scottsdale, Arizona: A Specifier's Rant: The "UN"standardized Carpet Industry I just completed my umpteenth-hundredth carpet specification section and I?ve had …

Construction Sales Instigator

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Building Product Marketing 2012-06-14 13:01:00
During a recent keynote address to the Construction Specifications Institute(CSI) West Region, I discussed the rapid pace of construction innovation, new products introduction, and far-reaching shifts in building science. How is any individual expected to manage risk and keep up with this onslaught of change?I offered the following suggestions to the audience:Can't Stop Innovation Consume Some IntoxicantsConsider Specialists InsightContinuously Seek InformationCompare, …

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