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NVISION Insights and Innovation Team

NVISION Insights and Innovation Team
In Building Products, Marketing Performance Measurement, Marketing Operations, Marketing Strategy

Disruption in Building Materials Marketing: A Guide for CMOs

“Disruption” is a hot word right now in marketing. It calls to mind the Ubers, PayPals, and Yelps of the world. Disruption can mean huge profits and slashed costs for companies that pull it off successfully, and a place in the pantheon of revered brands.

But for CMOs, who must try to navigate through this ever-changing sea of disruptions in consumer behaviors, business environments, and new technologies, handling this task, and identifying which opportunities to capitalize on, can be a challenge. That’s why Navigate-the-Channel offers these helpful tips for coming out on top to CMOs riding the wave of disruption.

Explore and Understand New Technology

It wasn’t even five years ago that virtual reality, machine learning, A.I., and the Internet of Things were all pipe dreams. Now, they’re household concepts, and marketers are integrating them into their strategies.

Take Marriott Hotels, for example. It uses VR headsets to allow vacation shoppers to virtually “explore” some of its flagship properties in places like London, Hawaii, and, Thailand, telling its hospitality story better than a pamphlet ever could. VR, and the ability to “walk through” structures has exciting applications for the building materials industry.

As NTC puts it, “these technologies should not be cultivated for their own sake,” but CMOs should seek to understand both their applications and their appeal to consumers.

businessman holding tablet

Use Data to Consider Customers Holistically

Big data has brought big changes to how marketers develop customer personas and ideal customer profiles. In the past, CMOs grouped large swaths of customers into similar “personas” and segmented their marketing efforts at that level.

Now, with the rise of “Big Data” and, more importantly, the machine learning power to analyze, process, and make sense of it, CMOs have an unprecedented opportunity to target their customers at an even more granular level.

As NTC explains, “In a small industry like building materials, everyone knows everyone else. Each person within a sales funnel must be considered fully,” and that includes considering their organization’s challenges, goals, budgets, geographic markets, and more. CMOs should explore investments in big data analysis that can help create these hyper-specific buyer profiles.

Real-Time Responsiveness and Connectivity

The Internet of Things is rapidly redefining traditional marketing “channels.” Now, refrigerators can recommend packaged foods to consumers, and windows can suggest more energy-efficient blinds.

CMOs should take a step back and consider how certain societal and consumer attitudes have already changed regarding styles, materials, and processes. “For instance, certain manufacturing processes that would have been industry standard within building materials might now be considered anti-environment and cause enough of a stir to hinder business,” explains NTC. The use of asbestos in insulation materials is one of the most famous examples.

Smart CMOs should take into consideration which aspects of their business may become the subject of consumer attention in the future, and they should prepare their marking supply chain and marketing operations to be agile and responsive to these changes as they arise.

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For more than three decades we’ve partnered with Fortune 500 companies to deliver marketing operations solutions. Led by a strategic account management team, we’ll help you develop, procure, fulfill and distribute printed collateral, signage, point-of-purchase displays, direct mail, branded merchandise and much more.

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NVISION Insights and Innovation Team
In Marketing Trends, Digital Marketing

Retailers and Consumer Brands: The Digital Divide

man holding tablet -digital

The rise of ecommerce giants like Amazon has begun to shake up the way retailers think about their relationships with consumer packaged goods (CPG) brands, and with their customers.

That’s according to L.E.K. Consulting, who explains that there is a growing “digital divide” in the consumer products world, wherein brands wish to adopt a direct-to-consumer (D2C) model, but are hesitant to do so because of concerns about their digital strategy and retail channels. Here are some of the most important areas of focus for brands looking to establish an effective digital strategy.

Different Consumers, Different Strategies

Not all advertising is effective for all buyers. Similarly, not all digital experiences appeal to all consumers or are right for all brands. Brands shifting to digital are wise to apply the same granular level of segmentation to their digital target audiences that they would to in-store shoppers. The marketing efforts that appeal to certain demographics will still appeal; they simply need to be “digitized.”

For example, Huggies, the diaper brand, designed its online rewards club to heavily feature educational materials for first-time parents, who comprise a large portion of its buyers. Burberry, the luxury fashion label maintains online communities where customers can share chic pictures of themselves sporting the iconic coats.

Similarly, home remodeling and interior design brands have begun to leverage virtual and augmented reality apps to allow customers to more fully visualize the brand’s products in their own homes. Digital should be responsive to your customers. It should fit who they are, and what they want.

woman shopping on tablet - CPG

Digital Should Add Value

Digital is about more than just ecommerce. It’s about adding a unique twist to your brand’s offerings that add substantial value for your customers.

To generate a new revenue stream from the resale of its used goods, for example, clothing company Patagonia created a stand-alone website where loyal customers can swap secondhand gear at a discount, and trade-in used gear back to the brand for gift certificates. Automaker Subaru, on the other hand, closely monitors its consumer lifecycles, and coordinates the delivery of highly-targeted promotions and advertisements that speak directly to their owners’ needs, whether it’s time for an oil change, or to renew a lease.

New Technology in Marketing

New technologies mean new opportunities to create engaging, compelling experiences for customers.

In addition to the interior design examples listed above, retailers and consumer brands are using in-store technology in dynamic ways. Fashion label Rebecca Minkoff, for example, uses wireless communication to send clothing items to dressing rooms, help customers locate different sizes and styles, and show stock availability in nearby stores. Some cosmetics retailers, meanwhile, are using apps that allow clerks to scan customers’ skin tones and deliver perfect makeup recommendations. These brands are using technology to provide better customer experiences.

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Digital is rapidly evolving from a luxury to a core competency for most brands. By partnering with a trusted expert, you can leverage the promise of a new digital future to create compelling customer experiences and realize a greater return on your marketing investments.

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Why NVISION?

For more than three decades we’ve partnered with Fortune 500 companies to deliver marketing operations solutions. Led by a strategic account management team, we’ll help you develop, procure, fulfill and distribute printed collateral, signage, point-of-purchase displays, direct mail, branded merchandise and much more.

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NVISION Insights and Innovation Team
In Marketing Trends, Retail Trends

Retail Marketing Trends to Watch in 2018

2018 is set to be a big year for the retail industry. New tax laws mean many brands are reinvesting in their marketing efforts and looking for ways to stand out from their competition this year.

By keeping a few select trends in mind, and properly prioritizing the efforts that add value for their customers, retail marketers can stay ahead of the pack and realize more revenue. That’s according to Pamela Danziger of Forbes, who shares the most important marketing trends that retail experts have predicted for 2018.

Shifting Roles for Brick-and-Mortar

Brick-and-mortar stores for decades were by default the main revenue source for retailers, and online and e-commerce avenues supplemented these operations. “In the early days of the internet, retailers incentivized shoppers to spend money online by offering lower prices at their websites,” says Danziger.

Now, customers simply expect to find lower prices online, as well as a more convenient point-and-click shopping experience. “To justify the expense of their brick-and-mortar stores, retailers need to start giving time-starved consumers a reason to travel and shop in-person,” writes Danziger. These “reasons” now often include gifts with purchase and special in-store promotions.

Further, brick-and-mortar stores are poised to continue shifting towards becoming “experience” centers, with “experiential” marketing booming in importance. “Giving customers a deeper and more differentiated brand experience,” writes Danziger, is the new big value proposition for brick-and-mortar retailers. Using eye-catching displays, print and promotional materials, and special point-of-sale branding will help draw customers back into brick-and-mortar stores.

optimization icon

The Rising Role of Marketing Logistics

As Danziger describes them, logistics are “not the sexiest topic in retail, but logistics will be a defining issue in 2018.” She explains that “as shoppers come to expect that all of the best stores are omnichannel, the ability for brands to deliver products quickly and painlessly will separate the strong from the weak.”

Well-managed marketing logistics, made possible by a highly-optimized marketing supply chain, allow brands to be truly responsive to customer demands and proactive about upcoming trends.  It also enables them to offer their customers value-adding perks, like in-store pickup, promotions, and branding mirroring what they’ve experienced online, and engaging, easy-to-navigate displays. “Nobody wants to revisit a brand that makes shopping feel like work,” Danziger writes.

By partnering with a trusted marketing logistics expert like NVISION, your brand can consistently deliver these high-value retail experiences on-time, within budget, and in a way that builds loyalty among your customers. That’s one 2018 trend that everyone can get behind.

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Why NVISION?

For more than three decades we’ve partnered with Fortune 500 companies to deliver marketing operations solutions. Led by a strategic account management team, we’ll help you develop, procure, fulfill and distribute printed collateral, signage, point-of-purchase displays, direct mail, branded merchandise and much more.

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NVISION Insights and Innovation Team
In Building Products, Business Forecast & Trends

NAHB Predicts 2018 Will Be a Big Year: How Can Building Materials Manufacturers Prepare?

home building site

Builder confidence reached an 18-year high at the end of 2017, reaching a record-breaking 74%. That number continues to hold strong into 2018, with the National Association of Home Builders/Wells Fargo Housing Market Index predicting another massive year.

That’s according to the NAHB itself, whose Chairman Randy Noel reports that “builders are confident that changes to the tax code will promote the small business sector and boost broader economic growth.”

But, in order to capitalize on this confidence and realize the large revenue influx made possible by it, building materials manufacturers will have to contend with fears of “building material price increases and shortages of labor and lots.”

Single Family Home Growth

The market will be especially hot for residential building materials manufacturers in 2018.

“As the overall economy strengthens, owner-occupied household formation increases and the supply of existing home inventory tightens, we can expect the single-family house market to make further gains this year,” says NAHB Chief Economist Robert Dietz.

For materials manufacturers, this underscores the importance of highly optimized marketing operations, specifically a streamlined marketing supply chain. Whether it’s product samples, printed collateral, signage, point-of-purchase, direct mail, or promotional items, the expertise to simplify the creation, procurement, fulfillment, and distribution of these materials is key to bringing brand touchpoints to life.

high rise construction site - building materials

Keeping Up With Demand in 2018

“Housing demand should continue to grow in 2018,” says Dietz, and Noel adds, “Our members are excited about the year ahead.”

To seize this opportunity, building materials manufacturers would be extremely wise to take a long, hard look at their marketing operations, focusing their audit on three fundamental tenets:

  • Simplicity: A single view across your marketing operations adds visibility and accountability. Reduce chaos, improve speed, and create efficiency with a dedicated strategic account management team.
  • Cost Efficiency: Visibility into all cost drivers allows you to make more informed buying decisions. Understanding production timelines, specifications, and historical waste allows you to buy smarter and limit wasted spend.
  • Reliability: The right materials at the wrong time are worthless. Your marketing supply chain should deliver on time, on budget, and on-brand, every time.

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2018 is poised to be a big year for building materials manufacturers.

A trusted expert, like NVISION, can help bring your brand to life in a consistent, efficient, and timely manner, and can be a steady, agile, and innovative partner you can count on.

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Why NVISION?

For more than three decades we’ve partnered with Fortune 500 companies to deliver marketing operations solutions. Led by a strategic account management team, we’ll help you develop, procure, fulfill and distribute printed collateral, signage, point-of-purchase displays, direct mail, branded merchandise and much more.

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NVISION Insights and Innovation Team
In Building Products, Marketing Performance Measurement, Marketing Operations

3 Ways Building Materials Manufacturers Can Improve Their Marketing Operations

The building materials industry comes with its own unique marketing challenges. While many traditional strategies work well for building materials manufacturers, the particular demands of customers – both retail and construction – mean there are certain facets of their marketing operations that manufacturers cannot afford to get wrong. That’s according to Whizard Strategy, who explains that there are three key areas building materials manufacturers should focus on to improve their marketing strategy.

Not Being Proactive in Their Marketing

Many building materials companies often don’t react to an industry trend or customer demands until they absolutely have to, and by then, it’s frequently too late. By being proactive to these trends, companies can position themselves not only as thought leaders but, frequently, as the more affordable option. Multichannel coordination between in-store and online, a technology that roots out inefficiencies in your supply chain and finds optimizations, these are ways to stay ahead of the game, ahead of the competition, and in front of your customers.

man working on the roof at the construction site

Lack of Customer Responsiveness

Customer service can mean a lot of things, but in the building materials industry, it especially means responsiveness to the demands of your customers.

Construction and remodeling are very fashionable right now, and trends – and customer desires – change as quickly as a television channel. The manufacturer that can adapt and respond to their customers’ demands with flexibility, agility, and speed will win the day and win more business. Brands should prioritize this responsiveness in their marketing operations, and work with a partner who specializes in agile marketing supply chains.

Not Enough Compelling Visual Assets

As Whizard Strategy points out, the average customer spends eight seconds looking at something. To that end, it is critical to making that first impression count, and to lure customers with visual assets that inspire them to learn more about your brand and its products.

Further, those assets need to be high-quality, and they need to deliver your unique message in a clean, approachable way. So, how do you make that happen, when budgets are tight and visual assets can be costly and time-consuming to produce? Coordinating and optimizing the many moving parts involved in your marketing supply chain is the key. Partnering with an expert who can simplify, consolidate, and expedite your marketing operations means you not only get more assets to market on time, but you get better assets with less waste.

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The building materials industry features its own marketing challenges, but by keeping these best practices in mind, manufacturers can not only win more revenue but win greater customer loyalty in the long run, too.

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Why NVISION?

For more than three decades we’ve partnered with Fortune 500 companies to deliver marketing operations solutions. Led by a strategic account management team, we’ll help you develop, procure, fulfill and distribute printed collateral, signage, point-of-purchase displays, direct mail, branded merchandise and much more.

LEARN MORE