The Smart Home: Evolving Towards Autonomous Living

These days, there is a lot of concern and angst about artificial intelligence, automation, and robots becoming too much of an influence in our lives. Specifically, many are concerned about robots taking our jobs. Robots have long been used in manufacturing, performing...

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Paid – Earned – Shared – Owned

The state of public relations (PR) and marketing is in a constant state of flux — and in direct correlation to the change in public perceptions, attitudes, and behaviors. Social media and mobile communications have created a wealth of new opportunities for building...

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How To Make Your Product The Hero. And How Not To.

It seems strange, but inanimate objects can sometimes make for compelling characters. Then again, sometimes they can’t. To illustrate this, we have two ads — one from Sherwin Williams, one from IKEA — that have recently released ads in which their products play a central role. Each achieved different results.

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What are the “4 Es” of Marketing for Building Products?

Is the first thing they teach you in Marketing School, the “4 Ps of Marketing,” obsolete? Almost as old as marketing itself, the idea of the 4 Ps has been drilled into students’ heads for generations: Product, price, promotion, and place.
For the most part, it’s held up as a tool for defining and understanding how the basics of marketing work.

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An Award that Tells a Story

The award was MAX Award (Marketing Award for Excellence), presented by the Department of Marketing at Georgia State University’s Robinson College of Business, and the Atlanta Business Chronicle. It recognizes innovation, marketing support and marketplace success. We won for our work on Georgia-Pacific Gypsum’s DensElement Barrier System.

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Consumers Prefer Brick-and-Mortar Retail. What Should You Do About It?

Anyone familiar with the world of software and digital products knows that customer experience (or user experience, as it’s sometimes called) is paramount. So much so that it’s been called the new competitive advantage and the new marketing. That can be seen in the news about the preference for physical stores over online. The two leading reasons have to do with the customer experience — the experience of seeing and touching products, and the experience of getting it now. Big box stores (and mom & pops) deliver on this experience better than online. It’s important for building products marketers to recognize this consumer preference. It’s also important to acknowledge that building products brands share the customer experience with the retailer, and there needs to be a positive, seamless customer experience between the two.

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5 Ways To Use Content In Your PR For Building Products

You might have noticed that the public relations landscape is changing. Rapidly. Is your approach to PR changing with it? It used to be that the PR team worked separately, taking direction from the marketing department and developing the news angles for the product or...

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What Can We Learn From 84 Lumber’s Super Bowl Ad?

Every year, the marketing world goes bananas over the Super Bowl ads, and every year, the game is punctuated by a slew of over-the-top, creative-for-creativity’s-sake commercials with dubious marketing value. But there are always at least a couple that cut through the...

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