How NOT to comment #2

In response to Steve's recent post on why concrete is not like oatmeal, we received the following comment:

One of the most important aspects of proper concrete placement is the timely use of curing products and procedures. Effective curing is absolutely essential for surface durability
The comment was submitted by "Jared", and there was a link in the phrase "concrete placement" to a seemingly random page on a North Carolina-based contractor's site.

I have a pretty generous internal SPAM filter; I like comments on our blog, so I let a lot of obvious advertisements disguised as comments get through. This one didn't make the cut, and even if it had it would not have done the contractor any good. Here's why:

  1.  The commenter was not properly named. Who is "Jared"? Is he a reliable source of concrete information? If he'd included full name, professional designations, and an email address, he would set himself up as an "expert" on the topic. As is, nothing.
  2. Likewise, there was no mention of the company. Blatant comment advertising is not inherently evil (depending on the venue), but omitting the brand name eliminates any effectiveness it might have had.
  3. There was NO connection between the post and the article it linked to, other than the word "concrete". For that matter, the comment didn't even address the post. This shoots your SEO attempts in the foot by associating your website with the wrong type of material. It also tells me this "Jared" person did not read the post.
  4. I have no idea what the landing page it sent me to was supposed to achieve. It was a poorly designed long block of text about contractor safety. Waste of a click-through. Use designated landing pages, customized to each online campaign. 
  5. The comment itself does not make an effective argument. And definitely fails to make a new one. Tell me something innovative or persuasive; that might get me to click.
Someone paid a digital marketer to write and distribute this comment. Someone wasted their money.

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A tale of two companies

by Sheldon Wolfe, RA, FCSI, CCS, CCCA, CSC

Smoke and mirrors?

A few months ago, in "Go-to guys", I spoke of the many excellent product representatives I know, and how valuable they are to me in my job as specifier. This past month, I experienced something just a bit different. It wasn't that the product reps weren't helpful, but their corporate structure made it difficult for them to offer the help that specifiers need, which, in turn, makes it difficult for specifiers to properly serve their clients.

It all started with an e-mail from one of our construction administrators, about a substitution request. The subcontractor claimed that a substantial savings would result from using the proposed products, and went on to say that one of the proposed substitute products was, in fact, identical to one that had been specified.

I'm sure many specifiers are asking themselves, "If it wasn't specified, why didn't you just reject it?" That's a great question for a future discussion, but for the moment, accept as fact that there was more than one good reason to consider the request.

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How NOT to send a World of Concrete follow-up email

Oh, where to begin...

Alright, I'll start by saying something nice. I am glad to see this company, unlike many of the ones I spoke to at World of Concrete, bothered to send any follow-up email at all. Even at a small trade show you will make dozens of new contacts; at one the size of WoC that number can easily get into the hundreds. And each of those people you met also made hundreds of new contacts. Meaning the odds of them remembering you are slim unless you do something to make yourself memorable.

Which is why a follow-up email is a good idea. It reaches everyone quickly, sends them to your webpage (or other important destination), and maintains that contact until you have time to reach them personally. I usually tell clients that, in general, any follow-up email is better than none at all.

Then I got this.

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Flood-Resistance Research

More about the growing need for flood-resistant building products:

If you wanted to design a more flood-resistant building, there is little data on the forces created by surging water in buildings. An Australian scientist, Richard Brown, took advantage of the recent floods there to instrument a building. Among key findings:

  • Debris carried along by the water acts like battering rams.
  • Speed of water flow can vary rapidly. Flows of 0.3 m per second – a rate at which an average person can still stand up – could change within 40 seconds 1.8 m per second, Richard says.
  • Smooth floors offered no resistance or interruption to the flow.
The investigator says "this sort of information will assist architects and designers to build safer buildings with railings, places of refuge or ways to slow water flow," We add that it can also benefit product manufacturers.  More info.

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T.L.A. can be B.A.D. for B.P.M.

I received an e-mail blast today from a leading building-industry organization and inviting me to an upcoming event:

NFMT’s the Place to be for BIM, FM, WBDG, FMOC, COBie and SPie
A string of initials like this is hardly inviting, and only barely intelligible. As the headline to this post suggests:
Three Letter Acronyms (TLA) can be bad (BAD) for Building Product Manufacturers (BPM).



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Chusid Client wins Innovative Product Award

Hanley Wood has announced that the new SPD Protector by Lythic Solutions, has received the Editors Choice award in their Most Innovative Product competition held during World of Concrete. Chusid Associates helped Lythic Solutions with their entry into this contest.

Contests such as this give building product manufacturers great PR exposure. The award provides an important testimonial, it gets announced by the sponsoring magazine, and the manufacturer can use the award on its website, product labels, and press releases.

Remember: You can't win unless you enter.

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Post-Occupancy Behavioral Study

Sandra Goodman, Ph.D., our Research Director, participated in the following investigation. While this study was done for an Architectural Firm, similar investigations can provide valuable market research for building product manufacturers.


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Court rules Twitter "Not Private"

A UK court recently ruled that Twitter messages are not private, and the press (and by extension anyone) were free to use them without consent.

...the PCC said the potential audience for [the Plantiff's] tweets was much wider than her followers, because each message could be forwarded by others, known as retweeting.

It also agreed with the newspapers' argument that Twitter was publicly accessible and that the complainant had not taken steps to restrict access to her messages and was not publishing material anonymously.

As a result, the commission ruled that the articles did not constitute a breach of privacy. 
Of particular note in this case is that the tweets in question were from her personal account, and used to shine a negative light in an article about her employer, the Department of Transport. A good reminder that, no matter what distinction you may make between your home and work communications, the Internet sees no difference.

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Flood Resistant Products

I have written recently about the growing opportunities for flood-resistant building products. Here is an exciting new product that addresses this need:

The High Tide Escape Hatch can be installed between roof rafters, and opens easily to allow people to escape through their roof. For anyone building in a low laying area, it has now become irresponsible to not provide this type of egress.

What new products will you introduce to address the concerns about flooding?

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When tablets meet your website

Many companies are still working on designing a mobile version of their website, but the internet, being a creature that can never sleep or stand still, is already moving on. This time to tablets like Apple's iPad.

With the new technology comes a host of new formatting issues. In many cases your standard website (the "desktop version" as it is now being called), while slightly too big, will work just fine on a tablet; for other websites, or tablets with smaller screens, the mobile version is better, if slightly too small.

As Goldilocks discovered, though, "too big" and "too little" are different from "just right".

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Infographics of New Zealand Earthquakes

One of the challenges in technical marketing is to communicate complex information effectively, efficiently, and engagingly. This website has a map of recent New Zealand seismic activity that meets all these criteria.

The quake is yet another reminder of the importance of adhering to best industry practices. If New Zealand had not had rigorous building code enforcement, the death and destruction there would have been even greater.

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App usage overtakes web & voice on smartphones

According to a report released last week by Zokem and GSMA, app usage is the second most common smartphone activity, trailing only messaging.


I have a few issues with these findings, but it still contains a useful message.

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G'day, USA: Australia's James Hardie is making a splash in the U.S. market

This is an encore of an article Michael Chusid wrote almost 20 years ago. Since then, the construction industry has been increasingly globalized. However, most of their observations about the North American market remain the same.

Hardie saw a previous recession as a great time to invest in a new market -- a potential that also exists in our current economic malaise. The firm has sold off its gypsum board and irrigation interests, but has established a solid brand and market leadership in the fiberboard category.  

There is good news about the U.S. construction products industry: We enjoy a productive and flexible work force and an excellent safety record. Our designers are open to new products and techniques. We are adventurous, ambitious, and independent. And, despite the recession, our economic prospects are robust enough to merit substantial investment.

That is the decidedly upbeat view as seen from  Australia, home of James Hardie Industries Ltd., whose U.S. subsidiary is rapidly becoming a major  player in the North American construction products industry. In just five years, Hardie has become a significant supplier here of gypsum board and a range of fiber-cement products. The company has quickly earned a reputation for quality products and efficient production. Sales at its U.S. unit, which also markets irrigation products and sprinkler fittings grew 21% to $145 million (US) in the fiscal year ending in March.

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BEES Sustainability Database Moves Online, Offers Limited Time Discount on Listing

The BEES (Building for Environmental and Economic Sustainability) database developed by the NIST (National Institute of Standards and Technology) is a tool for life cycle analysis for building products.  It is now available as a nifty new online tool at http://www.nist.gov/el/economics/BEESSoftware.cfm. It allows the user to research a vast array of sustainability data on a wide variety of building products. Economic performance and environmental performance are both evaluated, and graphed as simple snapshot. The underlying numbers are all available too, including data on the presence of a huge array of chemical compounds, toxins, metals, and greenhouse gasses; energy usage in various categories; and more.  Even better, multiple products can be compared.

BEES is not simply a bunch of information.  It is software that draws info from its product database and does useful calculations that can be tailored to a specific project. On entering the system, the user can select products by the part of the building in which they are used.  Evaluation can be straight, or weighted according to a set of 12 impact criteria: Global Warming, Acidification, Eutrophication, Fossil Fuel Depletion, Indoor Air Quality, Habitat Alteration, Water Intake, Criteria Air Pollutants, Smog, Ecological Toxicity, Ozone Depletion, and Human Health.  There are several preset weightings to choose from, or the user can define the weighting.

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Tips for more effective email blasts

QUESTION:
One of our clients received a prestigious award recently. As his publicist, we prepared a press release, sent it to the appropriate editors, and posted it on the client's website.

We also wanted to share the good news with his customers, vendors, and other industry contacts. Our plan was to send an email blast to his list of contacts, using Constant Contact as our e-mail marketing service. The email was brief; a photo of our client, two short paragraphs, his logo, and some boilerplate about his firm. For those wanting more information, we included a link to the press release on his website.

Our client asked, "Shouldn't we include the text of the press release in the email?"

REPLY:

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BIM templates for building products

Specifiers' Properties information exchange (SPie) project is developing BIM templates for building products. These templates, and their related "property sets," will play a significant role in the way products are specified in the future. Building product manufacturers should get involved in developing these new consensus standards to assure that their interests are represented, and to assure that the templates that will be of most use to you and your customers.


The SPie property sets and templates will be used in BIM models to facilitate the life-cycle information needs of the project. The templates would be similar to outline specifications and could be used as facility management tools. To date, more than 450 templates have been started.

The effort is being coordinated by CSI,  National Institute of Building Science's buildingSMART alliance, SCIP, and USACE Engineer Research and Development Center.


The CSI Technical Committee is seeking members to participate in developing property sets for particular building products. If you have expertise with a specific building product, are interested in growing the profession's integration of products and specifications, have been looking for ways to push the profession forward on BIM, or have questions and would like to receive more information on SPie, contact Matthew Fochs at mfochs@csinet.org with a brief summary of the product group you have experience with along with a brief statement of your professional background.

If you aren't part of this effort, your competitors will be.

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"Vegitecture"

We may be seeing the first salvos of a major architectural trend. "Vegitecture" -- the incorporation of plants into architecture -- has become part of the "green" building movement in more than one sense of the word. It creates new opportunities for many products used in a building's envelope and site work.

Plants purify air and water, enhance health, deter violence, and add a beautiful aesthetic to urban spaces.  Incorporating them into into a building project contributes a local source of food, reduces storm water run off, and may reduce heating and cooling loads.  These benefits are making plants a more popular part of architectural design, especially in urban environments.

The blog, www.vegitecture.net, discusses the many architectural uses plants provide including green roofing, green bridges, green walls, garden sheds, green transportation terminals, eco-hotels, and other applications.

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Good News for the Building Industry

Home Depot just announced that they will be hiring 60,000 seasonal employees for the spring season, as it is their equivalent to other retailers' Christmas season.

It is very uplifting to see the world's largest home improvement retailer anticipating so many sales this spring season that they will need these additional 60,000 employees.  Kudos to you if your product is already on their shelves! (If your products are already on their shelves, you should give them a call to see if they need more.)

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Ad produced in 72 hours

Sometimes there just is no time.

On Friday morning, I got a call from a client stating that she had just signed a contract to place a full page ad in a major architectural magazine. Then the call from the ad sales rep came, informing me that the press ready ad had to be delivered to the printer no later than Monday morning.

Ad in a hurry. Produced in just 72 hours.
72 hours later, the ad has been designed, approved by the client, and delivered to the publisher.

Many thanks to Stephen Klippenstein, our award winning art director and graphic designer, for giving up his weekend, and to the rest of the Chusid Associates team for pitching in.

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Use long-term cost benefits to your advantage

This is an encore presentation of an article Michael Chusid wrote about 20 years ago. It's message is still current.
 
I often encounter price resistance when selling my company’s top-of-the-line building products. Even though I explain that the product lasts longer and has lower operating costs, many customers can’t see past the initial costs. How can I overcome this sticker shock?—D. N. S. , sales manager

Developers and building owners think of their projects as an investment. In addition to construction costs, they analyze operating costs, potential income, and resale value. To overcome price resistance, present your product as an investment instead of an expense.

In some cases, this can be done by focusing on how your product adds value to a building. Developers recognize this principle when they spend extra on building finishes or fashionable interiors. Their investment is repaid by making it easier to sell the property or attract higher rental income.

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A Valentine for the Planet

The 2030 Challenge for Products Unveiled
This Valentine's Day, in place of Cupid's Arrow, Architecture 2030 is unleashing the power of the pen to dramatically reduce greenhouse (GHG) emissions in the Building Sector. The 2030 Challenge for Products aims for the global architecture, planning, design, and building community, to specify, design, and manufacture products for new developments, buildings, and renovations to meet a maximum carbon-equivalent footprint of 30% below the product category average through 2014 – increasing this reduction to 35% in 2015, 40% in 2020, 45% in 2025, and 50% by 2030.

It is well known that the Building Sector is currently responsible for almost half of the energy consumption (49%) and GHG emissions (47%) in the U.S. While the majority of the energy consumption, and their associated emissions, come from building operations (such as heating, cooling, and lighting), the embodied energy and emissions of building products are also becoming increasingly significant. Approximately 5% to 8% of total annual U.S. energy consumption and associated emissions is for building products and construction. When including all products for the built environment (furniture, movable equipment, appliances, etc.), the percentage is even greater.

“With the stroke of a pen, the design and building community can transform the Industrial Sector in the U.S. by specifying building elements that meet the 2030 Challenge for Products. This presents a huge opportunity to spur competition for cost-effective, low-carbon building products.” Edward Mazria
Founder and CEO, Architecture 2030

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Does your documentation suck?

Beyond features & benefits, beyond good relationship building, beyond even budgetary restraints, sometimes your customers choose a product based on a single reason: they go with the company that offers the best documentation.


Over at the Mindtouch blog, Mark Fidelman suggests It’s Not Your Product, Your Documentation Just Sucks.
Do we really have to wade through your 400 page text-based manual you’ve posted online in order to find out why an error keeps us from using your software? Worse, when we finally find the answer it’s incomplete. So what do we do? A Google search and find the answer elsewhere.
Great advice, and a well thought-out post (although the end turns a bit into a sales pitch for "customer experience" software). And especially important to remember in the construction industry.

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No Recession Here!

With the right products, effective management and creative marketing, building product manufacturers can profit and even grow through a recession.

One of our clients (you'll forgive me if I can't disclose which) just shared that its plant is running three shifts and has orders in-hand for most of its capacity for the rest of the year.

They are not coming out of a recession. They never went into one.

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The Lighter Side of Concrete - an occasional series

IT'S NOT JUST FOR BREAKFAST ANYMORE


Concrete is the most heavily used building material in the world.  In many applications, there seem to be no practical alternatives.  But concrete, like every other material, is being re-evaluated in terms of its environmental impact.  The concrete industry is working on ways to green its products.

In the meantime, I would like to suggest a widely available, rapidly-renewable-resource-based concrete alternative: oatmeal

The possibilities of this product were suggested to me late one night during World of Concrete, in the bar of one of the lesser-known Vegas hotels. I awoke the next morning with the question pounding in my head: Could it really be as simple as adding a heating element into the mixer of a concrete truck?

The purpose of this article, then, is to examine the feasibility of converting the North American readymix industry to construction-grade oatmeal.

The Material
Construction grade oatmeal should not be confused with the more common, wimpy "rolled oats" materials such as Quaker Oats (which are only acceptable for stucco and other non-loadbearing applications), nor Instant Oats, which are more suitable as a drywall-mud substitute.  Only steel-cut oats, frequently sold as "Irish Oatmeal," achieve sufficient structural properties to be considered a true concrete alternative.

The similarities are obvious.  Both materials are mixed into a viscous slurry that can be placed with a shovel, poured, or pumped (although pumping requires very high pressure equipment in the case of Irish Oatmeal).  Both contain a combination of a cementitious material and hard aggregate (if you've ever chewed Irish Oatmeal, you know about the aggregate.)  Both harden into an artificial stone within a few hours, and keep hardening for weeks or even years.

Vive La Difference!
To the casual observer, they seem like almost identical materials.  The differences are significant, however, and should not be overlooked.

First and foremost, portland cement concrete is a setting-type material, whereas oatmeal is a drying-type material, achieving hardness as its internal moisture evaporates.  This means that, as long as a cover is placed on the ready-mix truck to prevent evaporation, the oatmeal mix never gets too old to be used, no matter how bad traffic delays get.  In fact, due to the normal cooking time of oatmeal, any mix younger than 45 minutes is probably not ready for placement.  In some of our more congested cities, oatmeal may soon be the only viable readymix product.

Water can be added freely at the jobsite to keep the oatmeal workable without compromising ultimate strength.  This is in stark contrast to concrete jobs, where adding water is sometimes the stuff that lawsuits are made of.  In hot, dry regions, where concrete is often negatively affected by high placement temperatures and premature drying, oatmeal just becomes a rapid-hardening material at a bargain price.
Admixtures are sometimes used with concrete to accelerate or retard set-times, or to make the mix more workable; none of these are necessary (or useful) with oatmeal.  A common oatmeal admixture is CSH (cinnamon, sugar and homogenized milk), which actually functions both as integral pigmenting and additional cementitious material.  All three constituents are rapidly renewable resources, so that while the admixture is making the product more brown, it's also making it more green.
Fiber is sometimes added to concrete to enhance tensile strength and control cracking. Fiber is already naturally present in oatmeal, not only improving strength but, according to some studies, possibly lowering cholesterol.

Another important difference is mix design.  The strength of concrete is determined by controlling the ratio of water, cementitious materials, fine and coarse aggregate.  A high cement ratio yields stronger concrete, but cement is also the most expensive ingredient.  This gives both contractor and producer an economic incentive to use the lowest-strength mix acceptable, to save on cement costs.  Oatmeal includes both cementitious material and aggregate premixed, and all excess water evaporates, so the only strength-determining factor is how long it's cooked.  Any strength-related economic incentive, therefore, revolves around cooking-energy consumption.  Undercooked oatmeal releases an inadequate amount of cementitious material, so the mix lacks strength.  However, overcooked oatmeal breaks down the aggregate, also compromising strength.  As The Three Bears told you long ago, medium cooking is optimal.  It could be standardized throughout the industry, allowing equally high strength for every batch, with no financial disadvantage.

It is worth noting another difference.  Cement hydration in concrete releases heat, which increases after placement, sometimes creating cracking problems.  With oatmeal, the heat is put into the material during mixing, and gradually drops from then on. 

Oatmeal does undergo considerable drying shrinkage.  However, it is less of a problem than with concrete, since additional wet oatmeal can be added subsequently, and it will bond fully with previous pours.

Supply is an issue.  North America has vast amounts of land suitable for oatmeal agriculture.  However, in many regions, suitable aggregate for concrete is becoming more scarce, and price is on the rise.

Conclusion
It can be readily seen that oatmeal offers numerous advantages over conventional portland cement concrete.  Probably, the slowness of adoption is only due to the industry's notorious suspicion of new technologies, and the general tendency towards caution among the institutions that promulgate building codes.

The one possible downside to oatmeal is that it can be vulnerable to moisture.  Large quantities of water will tend to soften it (although, if you've ever left the pot to dry overnight and then tried to clean it, you may doubt this claim).  This means that oatmeal may be unsuitable for some extremely moist environments such as the Pacific Northwest, the ocean floor, or along the Gulf Coast.  In some of those places, however, it may offer an unexpected plus: a homeowner wiped out by flooding won't starve, since his family can always eat the foundation.

For the previous installment of this column, click here.

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CSI Awards for Building Product Manufacturers

Getting an award from a industry organization can be good for business. Awards draw attention to you or your firm and demonstrate your leadership. They are a way of recognizing the contributions of individuals and motivating them to continue to excel. And you can nominate a customer - a great way to build customer relations. Besides, getting an award just feels great!

The Construction Specifications Institute (CSI) gives several awards annually that may apply to building product manufacturers and their employees. The deadline for submitting nominations is May 6, 2011, and awards will be presented at CSI Convention during the CONSTRUCT tradeshow in September. Consider the following:

  • Construction Technology Award
  • Excellence in Construction Information (EICI) Award
  • Technical Document Award

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Is your product in MasterFormat?

A marketing maxim says sales depend on three things: 1. Location, 2. Location, and 3. Location.

In construction, the location of your product information is determined by MasterFormat. MasterFormat is the industry standard for organizing construction information according to the type of work being performed. It is used to organize construction specifications, cost data, schedules of values, and other project data. Building product manufacturers need to know the MasterFormat sections where their products should be specified.

What happens, however, if your product doesn't fit into an existing MasterFormat section? This can occur whenever a new type of product is brought to market, or when new demands on buildings requires the creation of new building solutions.

Fortunately, there the Construction Specifications Institute (CSI) and its partners in MasterFormat have created a means for proposing revisions. Revisions can be proposed online at www.masterformat.com, and the MasterFormat Maintenance Task Team meets each summer to consider revisions.

Here are some examples of recent revisions:

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Does uncertainty sell?

Part of the benefit of expertise, says conventional wisdom, is certainty in the answers it produces. Complete factual accuracy, combined with a total absence of doubt. In fact, that is one of the defining characteristics of expertise, and a part that most sales reps strive to project when asserting their own expertise.

Recent research by Stanford Professor Zakary Tormala suggests a different possibility. In his study, experts that showed uncertainty were found to be more persuasive, while non-experts benefited more from certainty. These findings could have significant implications for companies building a digital marketing program, both in terms of the content you create and user generated content.

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Qwiki turns data into stories

Qwiki is a new web service that turns your search results into a narrated presentation, complete with photos, graphs, timelines, and videos. It draws content from the appropriate Wikipedia page and uses a text-to-voice program to provide the narration.

Not sure what that means? Watch this Qwiki about building materials:

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Unbinding the power of binders: Know how a product binder functions for an architect, and design yours accordingly

This is an encore of a column Michael Chusid wrote nearly 20 years ago. While the use of three-ring binders has decreased as more information goes online, binders still have their place. Further, some of the concepts used to organize hard copy sales literature are transferable to your internet-based presentation.
 
When I send a catalog to an architect, I put it in a three-ring binder, accompanied by product data sheets and other technical information. As a cost-cutting measure, can I send the literature without a binder? And if I do use a binder, how should it be organized and presented to have maximum sales impact?—G.B., president

A sign in my dentist’s office says, “You don’t have to brush all your teeth, just the ones you want to keep.” Similarly, you don’t have to put all your literature in a three-ring binder, just the pieces you want an architect to keep.

If your primary purpose is to generate brand awareness or stimulate the recipient to make an inquiry, you can send your literature in a plain envelope or simple folder. But if you want the designer to keep the literature and refer to it in the future, then you should consider binding your materials.

Though there seems to be increasing use of paperback binding systems for building product sales literature, vinyl-clad (Update: Consider a more environmentally sustainable material instead of vinyl) three-ring notebooks are by far the most frequently used system. They can be assembled at moderate cost in small quantities, and offer flexibility to add to or modify a presentation. They also allow designers to remove pages as required for copying, tracing (this was important in the era of pencil-aided design), or distributing to design team members.

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Are we running out of web addresses?

Every computer connected to the internet, from your phone to the Google servers, has an IP address, the numerical identifier that lies behind the URL we type in. Think of IP as the street address, and URL as the easier-to-remember PO Box. In a bit of a Y2K reload, the current IP system was designed with about 4.3 billion available addresses. Which is surely more than we would ever need, unless people suddenly start owning multiple web-enabled devices at the same time internet use starts expanding in developing countries.

The Wall Street Journal reports that, in a complete surprise to everyone, we are now running out of IP addresses. As of December, there were only 117 million left. For comparison, about 248 million new users joined Facebook in 2010. Assuming only half of new Facebook users are connecting on new devices, we should easily burn through the available addresses sometime this year.

As with Y2K, the solution (IPv6) is fairly simple and has been around for a while, but people have been reluctant to spend money on something that was not yet a problem. Expect to see IPv6 compatible devices and programs start rolling out with speed this year. However, this also means people on older systems may have comparability problems. Here are a couple tips to keep in mind to see your company through the transition:

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Positioned for the Upturn? – Part 2

Reaching Out to Idle Architects, Engineers, and Specifiers

The upturn in construction is coming.  Several indicators point in that direction, such as the McGraw Hill-2011 Construction Outlook.  

To position your company to take advantage of new business opportunities when they start to arise, now is the time to build the foundation.  We previously talked about using business downtime to update your marketing materials (Positioned for the Upturn? 11/30/10), so you’re ready to hit the ground running.

Now consider this: if your business is currently slow enough that you have time to work on your marketing materials, then architects, engineers and specifiers may be similarly slow. If your sales are (or should be) spec-driven, the best time to reach out to design professionals is when they have time on their hands to listen and pay attention.

MAKING DESIGN PROS AWARE OF YOUR PRODUCT

When projects begin to flow, the designer or specifier may not have time to do extensive product research.  So now is the time to make your product top-of-mind, while they have time to learn about it.

Design Pros often like to see and feel materials.  Sending samples as part of a direct mail campaign can be very effective.   Some things can simply be mailed as is – an insulating material or a fastener.  Other products will need to be made into something, especially something useful – specialty concrete made into a paperweight with your logo stamped into it, for example.  I daily use a small sample of a pervious paving material, set into a little plastic dish.  It’s the best condensation-collecting coaster I have ever owned.

Idle designers have time to read, and publicity gives you a great way to tell them your story.  Placing articles in design-oriented magazines gives you the space to make your case in detail, and gives that case the credibility of being published as journalistic content.  The time to begin this process is right now. Magazines often have a long lead time – 2 months between submission and publication is not uncommon – and some book their articles far earlier than that.  To get your story told and into an architect’s hands before the design process begins, it’s never too soon.

INFORMATION ACCESS

Designer professionals, and in particular specifiers, depend on accessible, reliable data.  Do your product data sheets contain up to date information?  Now is the time to review them.  It may be worthwhile to update them to the ProductData Format published by Construction Specifications Canada (available free at: https://secure.spex.ca/siteadmin/freedocuments/images/14.pdf). This is currently the only standardized format for product data sheets.  It organizes your information in a way that makes it easy for specifiers to access what they want to know.  It also says to design professionals that you understand their needs and speak their language.

START NOW

Using your downtime to prepare for opportunity is a terrific investment.  Indications are that opportunity will soon be on the rise.  Be ready.

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B2B Social Media Infographic

Check out this great infographic about the rise of social media use by B2B companies. A mix of exciting and disturbing information. (Only 50% of B2B marketers analyze metrics? Really? That's like saying only 50% of pilots check the fuel gauge!) Overall, shows evidence of an increasing trend throughout the B2B (business-to-business) world, which makes this useful information if you are trying to justify increased social media spending at your company.

[h/t Socialnomics]

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Architectural Billing Index Improving

The most recent Architectural Billing Index report shows rising inquiries (for proposed projects) and work on hand (billings) at architectural firms. Since design work precedes construction, the Index is a predictor of future construction activity.


The lag between architectural billings and construction activity is reflected in the AIA Consensus Construction Forecast. It sees a 2 percent construction spending decline in 2011, followed by a 5 percent gain in 2012. 

While these are encouraging trends, an AIA survey of its members reflects continuing uncertainty about the economy. Nearly two-thirds (62 percent) thought that a growing number of architects will look for career opportunities outside of the architectural profession in 2011. If you are looking for employees, consider hiring an architect.

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Green Certifications Consolidate

According to Environmental Building News, the number of green product certifications is large and growing--perhaps 100 so far in the U.S. alone. They have published a special report, "Green Building Product Certifications," to provide guidance to someone trying to navigate this web of agencies and labels.

As occurs in most market segments as they mature, small organizations are starting to be consolidated into larger organizations.

Evidence that this is occurring in the sustainable construction field are two recent acquisitions by UL Environment, a division of Underwriters Laboratories

UL announced this week that it acquired Air Quality Sciences and its certifying body, Greenguard Environmental Institute. Their Greenguard label is relied upon as evidence that a product has been tested to meet indoor air quality emission standards. In August 2010, UL acquired Canada’s EcoLogo, one of the oldest eco-labels in the field.

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Analytics & proof PR works

As we've continued digging deep into last year's analytics for the blog, more interesting results have popped up. Most notably, our single most-viewed post from 2010 was our annual "10 Best New Products" list.

There are several reasons this type of post is popular (people like lists, lots of links, etc.), but looking at the traffic sources one of the major factors was the press release we sent out promoting it.

This is exciting, and useful, for two reasons. First, it demonstrates how powerful internet-based press releases can be at traffic generation. Even a small amount of PR can create a notable bump. Of course, without plans in place to keep those new readers, it just becomes an isolated data spike.

Secondly, it demonstrates the importance of reviewing your analytics. We've used analytics for this blog and our e-newsletter to evaluate the effect of distribution day and time, subject lines, topics, and use of photos on open and click-through rates. As a result, traffic has increased substantially over the past year.

I'm not sharing this to brag about our success (but thank you to all our readers for being a part of that!), but rather as a simple case study. Much of marketing and publicity is difficult to track to eventual sales - the article you write today might generate a lead five years from now - which creates a perception that it's low ROI. This example not only demonstrates the value of publicity, but also the value of using analytics to study and track your campaigns.

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Switch gears when prospecting for specifiers

This is an encore of a column Michael Chusid wrote nearly 20 years ago.
 
To sell a product line that I recently began distributing, I must get it written into specifications. I am used to finding jobs to bid by checking the plan room and staying in touch with the contractors I serve. But these methods don’t identify projects still in the design or spec stage. How should I prospect for architect/engineer work?—M. T. Humphrey, distributor

Successful prospecting depends on understanding your strategy and on having a good plan. Answer the following questions to determine whether it makes sense to depart from your traditional business to call on specifiers:

  • What is your competition? If other products are established in your market, success at the specifier level will be difficult unless your product offers significantly greater value.
  • Does your contract with the product manufacturer assure that you will be able to keep the line after you have developed its market?
  • Will specifiers take an interest in and be willing to make a commitment to your product? Do some market research before you launch an all-out initiative. This can be as informal as making a trial presentation to several dozen prospects and asking for feedback. Or you can use a marketing consultant to conduct an independent, objective survey or focus group.
  • Do you have the time, talent, and money to support the new venture?
  • Will calling on specifiers strategically benefit your other product lines?

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