Tag Archives: tablets

3 Things Building Materials Marketers Should Take Away From Super Bowl Ads

5 Feb

So God Made a Farmer - Dodge

Besides the fact that Super Bowl is a trademarked NFL name

Like millions of people around the world, I watched Super Bowl 47 and was amazed at the resiliency of the 49ers, but also how regardless of the fact you can plan for every possible contingency, sometimes things go wrong and the lights go out.

As a lifelong football fan and career marketer, the Super Bowl represents the Holy Grail. No it’s not saving anyone’s life, but if you look back at the greatest campaigns or ads, the Super Bowl is where they were born. From the Macintosh 1984 ad, to the e-trade baby, to the Bud Light “Waasssup” guys, we always seem to remember one or two of the ads. But after the millions of dollars and the endless lists of top ads, do they really work?

As most people saw, there were some really well done mini-films like the Dodge ad with the Paul Harvey voice over, but there were also offensive ads like the Go Daddy kiss ad. So which was more effective? Time can only tell, but from a brand perspective, I’d bet Dodge faired better.

The 3 things I try to think about when watching the ads are:

1. Does this ad connect me to the brand?

  • Several of the ads connected with me. The Dodge farmer spot, the Clydesdale ‘remember’ spot and the Audi prom spot all made an emotional connection with me and their brand. Not because I grew up on a farm, or because I love my animals, nor because I got to take my brother’s brand new Corvette to senior prom. They connected with me by telling a story.

2. Does this ad make me want to buy their product?

  • Somebody asked me via Twitter about the call-to-action on a spot and my comment was, hardly any of these ads had a true call-to-action. They’re brand awareness building. But I will say as a GoDaddy customer after sitting on the couch with my 7-year-old daughter, I really don’t want to give Bob Parson any more money.

3. Would I share this message?

  • In today’s social world, this is a big one. Used to be that you had to watch the Super Bowl to see the ads. Now they’re ‘leaked’ early or they’re on YouTube. But as I watched the game on the TV screen and interacted with Twitter on my iPad screen, I realized the purpose is as much to inform, as it is to create evangelists; people that will talk about your brand, your product, and your message.

So how do we as building material marketers use this annual ritual of advertising and branding excess? We remember to tell our story, to connect to our audience, to not offend our customers, and most importantly we produce messages that our customers want to share. Learn more about understanding your customer.

10 Apps Building Product Marketers Should Utilize, Part 2

4 Feb

Stay connected with your marketing channel with these apps

Earlier I provided 5 apps you should utilize as a building product marketer, here are an additional 5 apps that are great for making the most of your time.

6. Houzz

  • Houzz is a platform that connects architects, designers, builders, and contractors with homeowners around the world. The app allows you to access the same features as the online version by searching a database of more than 900,000 high resolution photos. Your company can search, save, and share images along with participate in online conversations.

7. Housing Zone

  • Housing Zone enables you to stay up to date with building products news, blogs, and articles. It provides information about the residential construction industry to better understand the people in your communication channel like builders, remodelers, architects, and contractors.

8. SproutSocial

  • Publish, schedule, and monitor the activity on your personal and company Facebook, Twitter, and LinkedIn accounts from one app. It allows you to manage teams by assigning tasks and provides reporting and analytics.

9. Google Analytics App

  • Google Analytics app has the same features as the online version, but you’re able to access reports easily from your phone or tablet to show effectiveness of a building product campaign on the spot. It also allows multiple logins and provides a date range feature to show results of a campaign between certain dates like the online version.

10. Imo.im

  • Allowing you to stay in touch with your marketing team and others in the company is important when traveling. Imo.im provides you an outlet to use your phone as a walkie talkie by creating voice messaging. It also integrates various social communication into one device by supporting communication like Facebook Chat, GoogleTalk, Skype, MSN, ICQ, Yahoo! Messenger, and Jabber.

Utilize these apps to stay in touch with the latest trends in the marketing channel, manage your social media accounts, provide results from a building products campaign, and stay in touch with your marketing team no matter where you are. If you didn’t catch the first 5 apps you should utilize as a building products marketer, check them out here.

The Building Products Tablet Revolution

16 Oct

Masonite’s homepage, as seen on an Apple® iPad®

Are Your Dealers There Yet?

In the marketing world, we’re consistently early adopters of new technology, from social networks (anybody remember Gowalla, Brightkite or Whrrl?) to devices like tablets. By now, if you’re like many of us, you may have already gotten rid of your first or second tablet and upgraded. With normalcy like that, it’s easy to forget that in our industry, technology isn’t always adopted so quickly. This is especially true at lumber and building material dealers. To help, we’ve put together a quick list of ways dealers should be thinking about tablets as a marketing tool, written for them:

Websites

  • Is your website built to work correctly on tablet devices? Some websites require little or no change here, unlike mobile devices (smartphones). But if your website utilizes Adobe® Flash® technology, it’s time to budget for some website upgrades. Talk with whomever manages your website about updating anything created in Flash to work using JavaScript® or HTML5, both of which are as close to universally acceptable programming languages as you can get, and can duplicate a lot of what Flash offered.
  • Resource – a short guide to the differences between traditional desktops/laptops and tablets when designing: http://venturebeat.com/2012/05/12/how-to-design-web-sites-for-tablets/

Showroom

  • Looking for a relatively inexpensive way to incorporate displays into your showroom? Tablets can be a perfect way to showcase video of a specific product, offer a way to view your entire product offering, handle special orders, contest entries and more. And thanks to other companies using them in showrooms, as well as tradeshows, there’s a wide selection of applications to utilize, as well as lots of different mounts, podiums, frames and other ways to securely utilize your tablet in a showroom.
  • Resource – how a remodeling company uses tablets as a mobile showroom: http://www.daily5remodel.com/index.php?action=article&rowid=1018

Salespeople

  • If your organization has outside salespeople, tablets can be a huge time and money-saver. If you utilize one of the major CRMs, such as SalesForce®, Sugar CRM® or Microsoft® Dynamics®, there’s an app designed that your salespeople can use to manage the sales process while they’re traveling. If you’ve ever had issues getting salespeople to fill out activity reports, giving them the ability to do it via a tablet could be the answer.
  • Even if you’re not ready for CRM management via tablet, they can still prove useful for a salesperson in the field. Instead of lugging around order forms, brochures, catalogs and more, you could equip your salespeople with a tablet, loaded with all the product catalogs in PDF form, which can easily be reviewed with a customer/prospect and emailed right to that person if needed. Those catalogs could be supplemented with video or a photo gallery showing your company’s work in that product category. Once a quote is needed or a sale ready to submit, the entire thing could be done right there on the tablet. Orders can be submitted faster and you should be able to eliminate the need for someone back at the office to enter orders that were written down or submitted by fax.
  • You can even collect payments from customers via credit card, securely & instantly, using a tablet!
  • Resource – here’s how a Midwestern builder revamped their production process using tablets: http://www.prosalesmagazine.com/technology/ipad-invasion.aspx
  • Resource – here’s how an Arizona independent car dealer remade its sales process around tablets: http://www.apple.com/ipad/business/profiles/rcauto/

The possibilities of what can be done with a tablet continue to grow; remember, we’re only in the 3rd year of them reaching the critical mass stage! Beyond the flashy, “cool” factor of using one, there are true, tangible cost savings that can be realized by incorporating them into your business in places that make the most sense. Ready to get started but not sure how? Check out Apple’s guide to using tablets for business: http://www.apple.com/ipad/business/

The Tablet Revolution of the Building Products Industry

8 Nov

How iPads and other tablets are changing the way builders do business. 

According to research done by Professional Remodeler Magazine and featured in their September 2011 issue:

“In a July 2011 survey of nearly 700 Professional Builder readers, more than one in three builders (35 percent) said they currently own a tablet PC, and about half (49 percent) said they are planning to purchase a tablet device for their business.”

Builders are taking advantage of the portability and ease of use through special apps made especially for them.

Building product professionals are adapting to the use of tablets, such as the Apple® iPad®, at a rate worth considering it a growing technology trend. It’s a trend so big that Professional Remodeler dedicated multiple articles in it’s September issue and online.

Builders such as, Dan Verdoorn, who according to Professional Remodeler, purchased iPads for his entire management team, and uses them for “just about everything” including:

  • accessing plans
  • handling change orders
  • sketching design ideas for clients
  • equipping his new model homes with the devices to serve as the user interface for the home automation system

Tablets are allowing builders to makee improvements in multiple phases of the building process.

In a recent article, Pat Curry, contributing editor for the HousingZone.com, recently shared 6 ways builders are using tablets to manage construction operations:

  1. Instant access to construction documents: Aided by file-hosting apps like Dropbox
  2. Job site inspections: with added benefit of ability to take and send photos
  3. Face-to-face meetings remotely: video-conference meetings using apps like Apple®’s FaceTime and Skype
  4. Building product installation videos and instructions: Instant access to streaming video on the job site.
  5. Storm tracking: Utilizing apps from WeatherBug and the Weather Channel
  6. Remote access to enterprise data: Using systems like Builder MT and Kova Solutions

Those apps are changing the building product industry in the pre-construction phases.

Also on HousingZone.com, contributing editor, Susan Bady enlightened us on 5 ways builders, architects, and designers are using tablets to design homes:

  1. Client presentations: online portfolios, etc.
  2. Annotating drawings: with apps like AutoCAD WS
  3. Create an online library of colors, textures, and materials
  4. Basic design from scratch: using tools like SketchBook Pro
  5. Virtual design meetings: using CAD drawings, PDFs, screen captures, emails, etc.

Builders are also using special interactive tablet apps to make their job easier, such as the Handy Level, Measure Master Pro, and AutoCAD WS. If you’re looking for more apps to help your business, 77 apps made for remodelers featured at the Housing Zone App Center.

What does this mean for marketing? Companies need to be ready to communicate to clients though this new digital tool that is quickly becoming a favorite channel for information. And your digital marketing needs to be tablet-friendly.

Sources and Additional Articles