Marketing
I have learned how important it is to get everyone on the same page at the beginning of a marketing project. Because it’s so obvious to you, it’s easy to…
To make your building products company a better marketer, take a page from the Consumer Packaged Goods (CPG) new product powerhouses: Know the user Support your new products and your…
The biggest mistake building material suppliers make is selling to and not through their customers. Sales success is prematurely celebrated when the order is placed. The time to measure success…
To get a better return on your trade show investment, set measurable objectives. Don’t focus on the reaction from senior management. That’s not an accurate measurement! After all, you go…
John Wanamaker famously said, “I know half the money I spend on advertising is wasted, but I can never find out which half.” This pretty much sums up how CEO’s…
There is no other industry as dependent on the channel as the building materials industry. Yet time and time again building material marketers and their agencies ignore this reality. They…
