Insights:

An expert’s perspective on industry issues

VIDEO CHAT: The Shifting Nature of Building Industry Media and Public Relations

In response to changing media consumption over the last decade, building products industry media has seen a gradual shift in the way it operates. When the pandemic hit the U.S., that gradual shift took on significantly more speed.   Today, more and more industry publications are seeking new ways to  operate with cost efficiency by … Continue reading “VIDEO CHAT: The Shifting Nature of Building Industry Media and Public Relations”

Defining the Right Vertical for Your Product Marketing

Every building product you put on the market offers a unique set of features and benefits. Once you’ve identified the key attributes against your business goals and the market, you further define where the product should be specified and, ultimately, in what kinds of spaces it should be installed—homes, hotels, schools, healthcare facilities, etc. So … Continue reading “Defining the Right Vertical for Your Product Marketing”

Sales Collateral vs. Strategic Content: The Difference and When to Use Each

When it comes to marketing and advertising home and building products, your ultimate goal is to get your target audience to buy into your products. So the default approach to raising awareness for and selling those products goes something along the lines of: “Look at this! This is our brand-new product. Here’s what it is … Continue reading “Sales Collateral vs. Strategic Content: The Difference and When to Use Each”

Want to Better Engage Audiences? Diversify Your Content

We all know content is the linchpin of any successful marketing campaign. That’s why they say content is king. When developed properly, content appeals to and attracts a specific audience, garnering enhanced customer engagement—the kind of engagement that isn’t nurtured by sales collateral and product And to develop it properly, you need to start by … Continue reading “Want to Better Engage Audiences? Diversify Your Content”

Brand Building by Experience: Touring Architectural Products of the Past

How do you help a centuries-old commodity building product manufacturer engage today’s A&D community? Create a must-See experience that explores its unique history.   The importance of commodity building products is often overlooked by architects and designers. The truth is that these products, no matter how big or small, have a lasting impact on a … Continue reading “Brand Building by Experience: Touring Architectural Products of the Past”