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What Tesla and Hummer tell us about Building Product Sales

What Tesla and Hummer tell us about Building Product Sales

Americans have a long history of home improvement dating back to the early 20th century… when the Sears, Roebuck and Co. catalog sold homes in the mail that could be purchased and assembled by anyone with a basic understanding of carpentry. Ever since then, the...

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How a Journalistic Approach Can Promote Brand Trust

How a Journalistic Approach Can Promote Brand Trust

In life and in business, it’s often better to tell your own story than to have someone tell it for you. Consider the “spin” that each party put on the reasons their candidate was in the best position to ultimately win the U.S. presidential race. And the deluge of...

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Earn Brand Trust With Native Content

Earn Brand Trust With Native Content

Audiences today are more knowledgeable and more demanding than ever before. They’re more quality conscious and much more value conscious. They are also more skeptical. More questioning. And, yes, less trusting. To trust your messaging, audiences must first trust your...

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Lowe’s Takes a Stand for Genuine Diversity

Lowe’s Takes a Stand for Genuine Diversity

The events of 2020 have made it clear that American businesses have a long way to go toward diversity and inclusion. The virus that has resulted in the death of 221,000+ Americans and left millions sick… has disproportionally impacted communities of color. According...

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Replicating the Wow Factor in a Virtual World

Replicating the Wow Factor in a Virtual World

For building product brands big and small, the tempo of each year often revolves around a core trade show calendar. After all, most manufacturers allocate a significant amount of their annual marketing budget to trade shows -- as these events are critically important,...

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How to Get Your Building Products on TV Shows

How to Get Your Building Products on TV Shows

Increasingly, companies are looking at more creative ways to help consumers learn about their brands. While traditional marketing tactics such as print, broadcast and digital advertising continue to remain relevant, more brands are turning to approaches such as...

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Women’s Growing Influence in the Building Trades

Women’s Growing Influence in the Building Trades

No matter what your political sentiments, it’s hard not to be moved by the recent passing of Supreme Court Justice Ruth Bader Ginsburg. Known in recent years as the “Notorious RBG”, Ginsburg exemplified a spirit of fierce determination along with undeniable smarts and...

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How Giving Back Pays Meaningful Dividends

How Giving Back Pays Meaningful Dividends

If nothing else, the year 2020 has taught us that the world is an increasingly interconnected place. And that corporations play a major role in keeping society functional. As much of the country continues to shelter in place, many of the world’s challenges in turn,...

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Marketing to One of Your Most Influential Customers

Marketing to One of Your Most Influential Customers

It’s probably no surprise that women drive most household purchasing decisions. Women currently control $7 trillion in U.S. spending. In fact, women today account for 85 percent of all purchases and drive 70 to 80 percent of all consumer spending. And...

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Connecting With Customers in a Virtual World

Connecting With Customers in a Virtual World

While we may want things to return at some point to how they were before COVID-19, there’s no denying that the world has been altered significantly in the past six months. Consider the recent Democratic and Republican presidential conventions... where boisterous...

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