How Green Friday Is Gaining Traction on Black Friday
The day after Thanksgiving -- has been known as “Black” Friday since the 1950s. Yet, it wasn't until the 1980s that the term became widely accepted as marking the beginning of the holiday shopping season… when retailers transitioned from being in the red......
6 Tips: TikTok for Building Product Brands
In strategy and budget planning for 2023, without exception, our building product clients all want to talk about TikTok. So, let’s talk. In the five years of its existence, the app has gone from teenage fad to a juggernaut that’s one of the most discussed,...
Show Review – Best New Products at Greenbuild 2022
Last week, thousands of industry professionals congregated at the 2022 Greenbuild International Conference and Expo in San Francisco, the largest annual event for green building professionals worldwide. More than 200 exhibitors showcased their offerings on...
Elmira Stove Works Pays Homage to Ukraine with Inaugural Color of the Year Campaign | Partners with Danby to help local Ukrainians in need
ARNPRIOR, Ontario (November 1, 2022) – Elmira Stove Works, the leading manufacturer of premium vintage-style appliances and woodburning cookstoves, has selected two boldly saturated hues for its inaugural Color(s) of the Year – the distinctive Blue and Yellow of the...
YouTube and B2B Marketing for Building Product Brands
In 2006, Google bought an 18-month-old video sharing platform that attracted 30,000 visitors a day. At the time, internet video was a hit or miss proposition. Yes, other sites also featured video. But none of them hosted user-created video exclusively. That $1.65...
How to Address Diversity in Your Building Product Brand
The US construction industry has a diversity problem. Currently, just 6% of construction workers are Black. And Asians make up a mere 2%. Women account for 10.9%... even though they are approximately half of all the employed people in the country....
Campaign Critique: How Benjamin Moore Is Reaching Multiple Audiences
For the building products channel, typically there are at least two or three customer groups that brands choose to target. The architects and designers who create the spaces. The contractors who apply the products. And the end users who live with the...
Elmira Stove Works Debuts New Website & Visualizers | A website as innovative and inspiring as the products it presents
ARNPRIOR, Ontario (October 7, 2022) – Elmira Stove Works, a leading manufacturer of premium vintage-style appliances and woodburning cookstoves, has launched a dramatic new website featuring state-of-the-art interactive Visualizers for each of its appliance lines. The...
How In-House Marketing Teams & Agencies Can Partner to Grow Brands
In-house marketing teams and outsourced marketing agencies can work together harmoniously. Even famously. The right partner agency can help to propel existing in-house staff to be even more efficient… and even more effective. The result of such cross pollination is...
How Trends in Solar Energy… Impacts Our Building Channel
Steve Kleber, founder of integrated marketing communications firm Kleber & Associates, and I recently discussed the growing momentum -- and opportunities -- for solar power and how they will impact the building industry. ~ Chris Luzar, Frohman &...
The Trillion Dollar Opportunity – Marketing to Hispanic Americans
Hispanic Heritage Month is a national celebration to honor the history, culture and influence of those in the U.S. who trace their cultural heritage to Spain, Mexico, and the Caribbean as well to Central and South America. The observance started in 1968 under...
What Building Product Brands Can Learn from Starbucks
The United States is an economy driven by consumer spending. In fact, those purchases account for almost 70 percent of the annual U.S. GDP. Whether or not a brand sells directly to end users, what happens on the consumer side of the economy… serves as a...
