Category

Building Products

NVISION Insights and Innovation Team
In Building Products, CMO, Marketing Supply Chain, Marketing Trends, Marketing Operations, Marketing Strategy

Marketing Building Products in 2021

Building materials warehouse

With the COVID-19 vaccine in wide circulation and schools and businesses beginning to open their doors again, building products marketers face a rapidly changing marketplace. Let’s explore five building products industry trends as our post-pandemic world begins to unfold.

Home office desk with laptop

Interiors are a Key Focus

According to the Residential Remodeling Index report released in late 2020, consumer remodeling projects of $1,000 or more had increased by 8% over the previous year. Consumers are spending an unprecedented amount of time indoors and are focused on making the best of it, adding comfort and utility to their existing space.1

Home offices remain a focal point for design investment with so-called dedicated “Zoom Rooms” a priority for busy professionals. Closed floor plans are also trending for their ability to offer privacy as are related building materials like solid-core wood doors that reduce noise. Escaping from work, homeowners are also creating more elaborate home exercise areas and even “unplug zones,” or rooms with no technology for total relaxation.

Previously neglected areas such as laundry rooms, foyers or utility rooms are being built out and cleaned up to add extra living space. Less clutter and a clean aesthetic mean that storage solutions are also gaining popularity.

When marketing building products, it’s important to continually scan the design blogs, reach out to audiences via surveys or formal market research, and work closely with product designers to meet the demand for materials that enhance comfort and interior living.

A man installing outdoor deck

Enjoying the Great Outdoors

The National Kitchen and Bath Association (NKBA) recently published a membership study that shows a 65% increase in overall outdoor living project interest, with 60% of respondents planning to upgrade existing spaces and 54% looking into patio/deck projects. Just as consumers seek to expand their interiors, they also want to escape occasionally from life inside.2

Besides garden materials, swimming pools and outdoor kitchens, hybrid spaces where indoors meets outdoors—such as a dining area that features openable screens or an outdoor home office area with Wi-Fi and sun shading—are also driving sales of building materials. The NKBA study even cites a trend in outdoor showers, particularly in upscale resort communities in sunbelt regions. Larger windows are another popular design enhancement as homeowners seek to bring in the outdoors.

Finally, people are using their yards more frequently for yoga and exercise versus simply entertaining or family space. This trend bodes well when marketing building products like fencing, gates, walls and screens. Even marketers who aren’t directly involved in outdoor living brands—such as lighting or door manufacturers—can leverage these building products industry trends with items that offer related benefits.

Male shopper looking at a floor sample

A Material Difference

The good news for building products companies is that all this home improvement requires a wide array of materials. “Easy care” materials like quartz, metal and glass are popular indoor choices because they offer simple sanitation and maintenance. Likewise, “cozy feel” products like rustic woods, brick pavers, and even repurposed barn doors used indoors, help to make homes more comfortable and calming.

With such a range of materials being sought after for interior and exterior remodeling applications, building products marketers have more possibilities to cross-sell, develop new product ideas or provide less-costly alternatives to expensive materials.

A young couple looking at flooring samples

The New Buyer’s Journey

Last year’s pandemic will certainly impact the building materials industry outlook in 2021. While brand differentiation will always be critical, content marketing continues to deliver customers. How-to articles and videos, look books, buying guides and online advice forums are in demand by DIYers working on various remodeling projects.

In-store retail displays are more critical than ever. Today, these displays focus less on building awareness and more on closing the sale. That’s because most consumers will have completed all their product research before heading to the retailer, versus starting there and expanding their search afterward.

Likewise, sample kits that were previously delivered by a salesperson are now directly shipped to consumers for individual evaluation. It’s important that all sample kit packaging convey safety and sterility as at-home consumers are still taking precautions. These changes in the buying process offer new opportunities to reach customers and build familiarity with their products in non-traditional ways.

A person ideating marketing for building products

Marketing’s Changing Role

As the pandemic deepened in 2020, marketing building products began to evolve in unpredictable ways—particularly the role of the marketer. More projects were added. More collaboration was expected with other areas in the company including R&D, distribution and new product development. Budgets may have been put on hold. And c-level leadership asked tough questions about emerging building materials industry trends that could potentially impact revenue.

In 2021, these new roles are already firmly in place for marketing professionals who are now charged with brand building, sales support, retail promotion, supervision of the marketing supply chain, hiring new team members, market research, and the list goes on. Unlike specialists in consumer packaged goods companies, this industry demands generalists who can wear many hats and think beyond traditional marketing channels as the quarantine winds down.

Of course, multitasking in new ways can affect productivity and creativity, not to mention job satisfaction. Forward-thinking building products marketers understand the critical role played by external partners who can keep them focused on the priority tasks.

In a rapidly changing retail environment, NVISION is always ready to help building materials brands elevate their marketing and respond quickly to new trends and challenges. Our deep understanding of today’s marketplace gives you an edge in strategizing and executing your marketing plan for building materials.

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Sources

  1.  Outlook for Remodeling Industry in 2021 Still Fuzzy
  2.  Seven Outdoor Living Trends for 2021

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, Sustainability, Marketing Trends

Snapshot 2020: Five Trends in Building Materials Marketing

Material samples for building products industry over blueprint

The year 2020 is proving a challenging time for building materials marketing professionals. Yet while the global pandemic has affected every sector of the home building, remodeling, and general construction industry, there are still opportunities for savvy marketers with their eye on today’s trends.

Here are five trends in 2020 that will impact anyone marketing building materials or designing programs around construction content.

Workers with hard hat and face masks

COVID-19 Changes Everything

As the world begins to emerge from this devastating pandemic, building materials marketers are shifting messaging toward managing consumer expectations. The NAHB says 30% of building materials come from China, while large quantities of stone and glass are supplied by Italy—two countries whose supply chains have been greatly impacted in Q1. In early spring, 23% of construction companies had already reported material shortages, and home buying web traffic on sites like Zillow and Redfin had dropped by 40%.

To create a marketing plan for building materials communications in this challenging environment, marketers must quickly pivot to a new consumer dynamic. Keeping loyal customers on top of information related to materials shortages or delays is vital. Likewise, consumers frustrated with supply chain issues may be more open to new suppliers and brands, so marketers need to aggressively target DIYers who are less brand-loyal and more focused on simply getting the building materials they require.

In retail areas, new types of materials—including floor stickers and window clings—can be used to provide new social-distancing guidance for shoppers, while hand sanitizer stations can provide further peace of mind.

young man working from home on his desk

Home Design Tastes Evolve

Even before the pandemic, more people were working from home than ever before. According to home design experts, the focus is on comfortable, connected spaces and more efficient designs for those spending more time at home.

Construction content for home buyers and rehabbers may target the trend of mixing traditional home styles such as a farmhouse or Arts & Craft with modern, industrial influences, and materials like metal or even plastic. Branded merchandise kits can be assembled to appeal to homeowners looking for this eclectic product mix.

Another big focus is on outdoor spaces. Outdoor kitchens, cold-weather fire pits, and other accessories are becoming popular as consumers spend more time in their backyards entertaining or relaxing. Marketing building materials for outdoor projects can help engage these homeowners.

construction worker putting insulation in the house building site

Sustainability Still a Focus

No longer simply a buzzword, sustainability reaches deep into the psyche of today’s home buyers and homeowners. Studies show that people are willing to spend more money on building materials that reduce the carbon footprint and save expenses on utilities. Sustainable materials such as wood and even recycled plastics play a greater role in new home construction.

While not every marketer may sell these in-demand materials, there may still be an opportunity to tie messaging and product development to the concept of sustainability. Wherever possible, construction marketing should highlight wood, plastics, and certain metals as highly sustainable. Insulation, fabric, lighting, and plumbing materials should promote energy savings as well as traditional features like quality and durability.

construction worker on her tablet in the building site

Digital consumers crave construction content

For the vast majority of today’s do-it-yourselfers, the web is the first stop in any project. According to a recent online survey, a full 78% of DIYers start project research online, on sites like YouTube or Pinterest. They’re looking for pricing information, customer reviews, and how-to videos. In fact, the survey showed that 47% of DIYers actually initiated a project after seeing online content; 80% of them view such content from their smartphones.

Building materials marketing and online marketing for contractors must account for a consumer mindset that values strong content more than brand names. Sixty-three percent of DIYers say they don’t care about the brand at all, so savvy building materials companies are now investing in mobile-first content marketing. How-to videos and webinars, engaging customer review forums, and audience-submitted ideas are replacing traditional advertising campaigns.

It’s important that showroom signage and product displays reinforce the messaging in all of these digital communications.

a girl comfortably on a couch with her cat

Comfort Over Prestige

Marie Kondo’s mantra “Spark joy” may have taken root as an organizational concept, but today this influence is found in building materials and floor plans alike. Trend-spotters point toward homes for Millennial and Gen-Z buyers that incorporate more quiet spaces and less grandeur. Lighting, plants, fabrics and other building materials are employed to create peace and calm.

In contrast to a few years ago when the logo on an oven range was meant to be seen, modern homeowners are now actively concealing appliances within cabinetry, opting instead for minimalism, space, and simplicity. Construction content and building materials marketing including in-store signage, that help consumers build human connections with less clutter are in demand.

In a rapidly changing retail environment, NVISION is always ready to help building materials brands elevate their marketing and respond quickly to new trends and the challenges of 2020. Our deep understanding of today’s marketplace gives you an edge in strategizing and executing your marketing plan for building materials communication. Learn more about how NVISION can boost your building materials marketing here.

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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
NVISION Insights and Innovation Team
In Building Products, Marketing ROI, Marketing Supply Chain, Marketing Trends, Digital Marketing, Marketing Performance Measurement, Marketing Operations, Marketing Strategy, Accountability

The Top Building Materials Trends for 2019

The 2019 NAHB International Builders Show is around the corner and NVISION is gearing up to be there!

S&P Global recently released its Building Materials Industry Top Trends 2019, highlighting some of the key trends, takeaways, and forecasts the building materials industry will be keeping its eye on this year, and especially at IBS 2019.

Based on the trends report, here are our three key takeaways that all building materials industry leaders should know!

steel rods - building materials

Commodity Costs Will Continue to Grow

As the report points out, commodity costs for the building industry in North America rose in 2018 for several reasons, including decreasing unemployment, new tariffs, and increased demand. And S&P Global expects those same factors to continue to drive commodity prices up in 2019.

“So far, most building materials companies have been able to offset the cost increases with higher pricing, but it remains to be seen if companies can continue to maintain higher prices in 2019,” the report says. With S&P Global predicting a 3 percent increase in building materials costs in 2019, the building materials industry will need to look at cutting costs and optimizing their supply chains to offset this increase in prices and maintain their margins without continuing to raise prices.

Increased Prices Could Slow the Building Materials Recovery

As the report states, low inventory, higher home prices, and higher interest rates may be pushing marginally qualified homebuyers out of the North American market. This, S&P Global says, could bring a halt to the building materials recovery. “Existing home sales (a big driver of repair and remodel activity) could slow if values remain high and available inventory low,” the report claims. With fewer pre-existing homes being purchased, fewer old houses will be getting remodeled and repaired by new homeowners, and that means less business for building materials companies.

With building materials companies competing for homeowners with fewer dollars to spend – or with new construction townhomes that don’t need remodeling – they will need to find other ways to protect their margins, including finding ways to cut costs and compete on the customer experience with enhanced agility and responsiveness.

home building site

The Building Materials Market is Healthy, But with Growing Risk

When it comes to the numbers, the S&P Global report predicts modest growth in the North American building materials market. “We expect 2.3 percent real GDP growth, 3.6 percent unemployment, and 1.3 million housing starts. We further expect mid-single-digit growth in repair and remodeling activity, and only 2.8 percent growth in nonresidential construction,” the report states.

As a result, S&P Global is predicting another year of improved sales and earnings for building materials companies. But, the report says, “with much less growth than in 2016 and 2017.”  What’s more, due to the affordability and availability issues of new homes mentioned above, S&P Global warns that housing starts could actually retreat slightly in 2019. To combat this problem, many builders will “attempt to address this by offering more value-based entry-level housing,” which will present an enormous opportunity to building materials companies who are able – thanks to a nimble, efficient supply chain – to offer reduced prices on materials and faster delivery timelines.

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The 2019 NAHB International Builders Show promises to be one to remember. With these trends in mind, building materials companies will want to be on the lookout for experienced partners who can help them cut costs and better optimize their supply chain management in order to capitalize on this shifting market.

NVISION will be there, and we hope to see you!

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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, 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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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.

*****

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.

Subscribe to the Blog

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