Category

CMO

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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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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Going Green: Four Ways to Embrace Sustainability to Your Marketing

hands holding soil and baby plants

From the organic vegetable isles and free-ranged meat to vegan cosmetics, consumers these days, especially Millennials, are driving sustainability movement into a much more personal level into their lifestyle.

As “going green” efforts grow in popularity, it presents the opportunity for brands to boost sales by appealing to modern consumers who are driven towards activism.

According to Kate Harrison in her Forbes article, “Fully 92% of consumers have a more positive image of a company when that company supports environmental causes.”

In order to capitalize on eco-friendly trends, help combat climate change, and reach more customers, brands must focus on sustainability. It’s a win-win!

sustainability-eco-friendly packaging

Show Off Your Eco-Friendly Packaging

Studies indicate that the majority of Millennials and Generation Z’ers are willing to pay more for a product that has sustainable packaging. In order to do so, brands should use recycled or biodegradable materials.

Using recycled materials, such as aluminum, conserves energy, and reduces waste. And opting for biodegradable versions of packaging materials, such as PCW recycled paper and cardboard, cornstarch, bubble wrap, and plastic, accomplishes the same. When consumers see your efforts to make a positive impact through sustainability, they will be more attracted to your brand.

This is a powerful branding move that can also cut costs for marketing teams.

commercial print-sustainability

Invest in Sustainable Print Materials

Every brand recognizes the importance of showcasing a positive brand identity using print materials such as business cards and brochures. But, unlike popular belief, using print materials doesn’t have to equate to damaging the environment.

To reduce your environmental impact, invest in sustainable print materials. Use recycled print materials, waterless printing, plantable seed business cards, recycled cotton, and PCW paper to deliver an extremely professional, polished product that also protects Mother Earth.

By doing so, you’ll be doing your part to save the world, while simultaneously increasing brand appeal and boosting profits.

Sustainability Applies to Digital Too

Brands can save significant energy by implementing an eco-friendly web design. When you choose a green web host, you can help ensure (and advertise the fact) that your site is not contributing to global warming.

As Harrison explains, “Some of these [green web host] companies purchase carbon offsets to make up for the energy they use, while others tap into renewable energy sources such as wind and solar to power their servers.” These “lighter” websites even load faster, which gives you an upper hand against your competitors. Your site will have lower abandonment rates as a result of the quick loading time.

sustainability-industrial

Myths Busted

The biggest mistake brands make when it comes to sustainability is believing the common myths surrounding it. The most prevalent of these myths is that sustainable printing is more expensive than the alternative, and has a lower quality than traditional printing.

The fact is that sustainable printing supplies and processes have improved dramatically in recent years. So much so that print marketing materials created with eco-friendly methods are indistinguishable from those made with conventional methods. The quality is the same, if not better. And, with the growing prevalence of eco-friendly print materials, the cost has decreased, making it a realistic and competitive alternative to traditional printing.

This enables your brand to do its part without sacrificing marketing impact.

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As the environmental crisis worsens, it’s more important than ever for brands to implement eco-friendly practices. By doing so, not only will you be helping Mother Earth, but your brand will also be more appealing to those who stand by sustainability.

By using eco-friendly packaging, investing in sustainable print materials, using environmentally-friendly web design, and re-thinking the myths regarding sustainable printing methods, you can help save the world AND improve sales and profitability for your brand.

And by working with a trusted partner who can help you capitalize on sustainable printing opportunities, your brand can compete on the quality and effectiveness of your marketing materials.

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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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Redefining CMOs Roles in 2020

man with chess board - full

The definition of CMO is blurring across the business landscape; the advancement of Martech and the accessibility to data is forcing the traditional CMO to evolve and expand their responsibilities.

Elite CMOs are expected to play a pivotal role as growth drivers in the organization, and this is where the integration of a CMOs role begins. Recently, Forrester Research published an article predicting how the role of a successful CMO will evolve beyond 2020, and here’s how.

growth chart-CMO's mindset1

Own the Customer Experience

As the landscape of marketing steers away from focusing on the legacy strategy in acquiring new customers to creating a direct-to-customer environment by providing hyper-personalization, the expectations of CMOs have also shifted to become an owner of the customer experience across all touchpoints.

To maintain this ownership and thrive even further, CMOs need to capitalize on data science and analytics to provide impeccable customer experiences while, at the same time, being compliant with the regulations that govern the privacy of data.

2020 represents a year of re-imagining CMOs roles to transform into an influencer of the customer experience by creating and positioning the marketing ecosystem.

people shaking hands-partnership

CMO is No Longer Chief Marketing Officer

The CMOs role will no longer be about being Chief Marketing Officer. The role now has more dynamic responsibilities as being a Collaborating Marketing Officer or Contributing Marketing Officer.

Marketing should interconnect everyone throughout the organization. That’s how you build your brand unity, brand voice, and brand image. Without this continuity, you can’t sell, connect, or service your brand. The entire organization must stand behind the consistency and the value of the brand that they represent.

According to the article, “In 2020, one designated C-suite leader will be responsible for all that surrounds the customer, clarifying the role of marketing in a business environment obsessed with growth.” And that role will most likely be filled by the CMO. A connector that amplifies the growth goal and the brand vision with C-suite members and decision-makers, and a contributor to influence both the internal and external brand impact.

CMOs must find ways to collaborate with a multi-layer of influencers to drive impact across the business by connecting different facets of the business.

business woman speaking to associates

2020 Vision Required

Generational gaps are slowly creeping in the marketing world as younger groups of leading management emerge. The perspectives on long-term growth goals and identifying barriers for the growth may differ by generation.

Regardless of these generational gaps on how to interpret strategic goals and success, the role of the CMO must comply with the business growth goal while satisfying all levels of the audience, both internally and externally. Smart CMOs should account for this generational trend by developing a succession plan for long-term growth. One of the prime responsibilities of CMOs is to prepare the next generation of marketers with the forward vision that is better suited for the new marketing landscape.

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2020 will be the year that many CMOs will transform to expand their influences and responsibilities.

The sophisticated customer demands will force CMOs to take ownership of developing a memorable and impactful customer experience, while creating the culture of the brand, to influencing internal decision-makers and developing the next generation CMOs.

It may sound like a big weight to carry, but for CMOs that prioritize the right objectives, it should be a successful 2020 and beyond.

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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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Future of CPG Marketing: Building a Winning Strategy

man on speedy go kart - full

The Consumer Packaged Goods (CPG) industry marketing is changing. The game and the rules are evolving, and brands need to identify and implement new and strategic ways to keep up in order to remain profitable.

According to Clare Gordon, Nicolas Willemot, Eileen Shy, and John Grudnowski in their Bain & Company article, “Today, marketing consumer products is more like a sprawling contest of mixed martial arts, with new competitors playing by different rules; an unprecedented complexity of channels, content, and partners; and a step-change in speed and ways of working that has punches flying at incumbent consumer products companies.”

To ensure future success, CPG brands need to transform their marketing operations to better connect with consumers in this ever-changing industry. Here’s how brands can prepare for the future of CPG marketing.

Define New Growth Platforms

In the past, brand marketers just considered geographies and nearby industry verticals when brainstorming marketing methods. However, this approach is no longer effective. Brand marketers need to take more factors into the mind and remain aware of new marketing trends that emerge in the CPG industry when coming up with marketing strategies.

CPG marketing trends have shifted from services to experiences, and now further to communities, and brands must discover new growth platforms in order to keep up with this pace of change. To determine the most effective marketing methods and growth platforms, they need to evaluate the past and the future. Brand marketers can enhance their marketing methods by combining the old with the new.

So, instead of relying only on legacy marketing tactics, brand marketers should think “outside the box.” Consumers today want more engagement with brands. Marketers should create innovative ways to connect with consumers based on demand while envisioning marketing strategies that influence every touchpoint of the individual consumer journey in the long run.

By taking a step further and implementing a growth platform that enhances marketing tactics of the past to improve the future, CPG brands can transcend beyond their current products, business models, and capabilities.

man with tablet showing charts-growth

Rethink Your Brand Portfolio

The truth be told. The conventional marketing formula no longer brings growth. As the marketplace undergoes a rapid transformation, marketing leaders are compelled to rethink their brand from its competitiveness to capabilities and the way they connect with consumers.

Disruptive industry trends and insurgent brands have raised the bar on consumer expectations that force brands to build and manage a more diverse brand portfolio to meet the demand.

By focusing on refining optimal portfolio roles, identifying winning strategies, determining the level of investments and ROI expectations, will help marketing leaders to develop a 360-degree consumer engagement strategy through omnichannel touchpoints of the customer journey. According to the article, “CMOs need to reassess growth platforms and future brand portfolios, along with developing a supporting strategy on data and technology,” to fulfill their newly assigned role as growth drivers in this versatile CPG marketplace.

brand idea poster - onsite services

Transform Your Operating Model

Brand marketers should consider adopting a new operating model and partnership structure that falls in line with the emerging trends in the CPG industry. They must also ensure that they have an effective process in place to manage this transition.

Brands should collect and utilize customer data in order to personalize the shopping experience for their target market and make it as engaging as possible for shoppers. As Gordon, Willemot, Shy, and Grudnowski explain, “Take control of targeting and consumer data to build differentiated capabilities for retargeting groups of consumers, as well as driving insights and guiding strategy.”

Consumers expect to see advertisements that are specifically targeted to their needs. Brands can put their consumer data into good use to tailor their marketing techniques to fit the profile of their target audience.

When you identify the needs of your customers and effectively use personal information, you can influence their shopping process, convert them to loyal customers, and simultaneously drive sales for your business.

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As new trends and changes emerge in the CPG industry, it is essential for brand marketers to be aware and plan new marketing strategies for the future.

By defining new growth platforms that involve “thinking outside the box” of legacy marketing methods, focusing on refining optimal portfolio roles by revamping your brand portfolio, and transitioning to a new operating model that satisfies customers’ shopping experiences, CPG brands can generate demand, drive sales, and keep up with the fast pace of industry changes.

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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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CMO’s Guide: Capitalizing on Emerging Marketing Trends Beyond 2020

man with ipad

The landscape of the marketing industry is in constant motion. These changes present new opportunities for marketers to engage with consumers to drive sales. However, some brands are struggling to keep up with changes in the industry, and are consequently falling behind as the broader retail landscape changes.

According to Charles Golvin, as quoted by Chris Pemberton in his Gartner article, “Shifting consumer behaviors and technology innovation deprive marketers of equilibrium. Recovering that equilibrium will require organizational alacrity, a laser focus on customer needs, and a balanced embrace of automation.”

In order to ensure future success, brands need to find ways to capitalize on the current changes in the industry. So, what can brand marketers do to gain benefits from emerging marketing forces in the coming years?

shop with digital network graphics - retail continuity

Adapt to Consumer Behavioral Changes

Consumers are changing the way they shop. Technology plays a major role in this evolution of the modern shopper. Customers now use voice commands, wherever they are, to get tips and advice from automated voice interfaces as if it were a human. Brand marketers need to ensure that their brand comes up as a suggestion when customers search for a particular product through voice automation.

Along with using voice commands, consumers respond enormously to video content. Brands should recognize this emerging preference and focus on producing creative, engaging video content to capture the attention of potential customers. By discovering how to use new consumption formats to reach your target consumers, you can increase the effectiveness of your marketing presence and drive sales for your brand.

marketing meeting

Partner With Experts

As we already know, many brands collect personal data from shoppers. But the simple act of gathering information doesn’t lead to results by itself. Brand marketers need to figure out how to properly analyze and utilize the data that they have.

Brands need to ensure that they employ analytical talent with the expertise necessary to extract valuable insights from large amounts of data. As Pemberton explains, “Based on the Gartner Marketing Analytics survey, nearly half of marketing leaders surveyed said some of their most expensive and experienced analysts and data scientists spend their time preparing data to be analyzed rather than analyzing the data.” The problem is that many data analysts are simply “missing the mark” when it comes to effectively utilizing personal information to market towards a target audience.

When brand marketers know how to put consumer data into action, they are able to focus on personalizing the customer experience, which results in higher profits and increased conversion rates. An effective way to capture the attention of customers is through personalized, creative marketing materials that can engage customers with call-to-action.

AI-machine learning

Marketing with Machine Learning

Artificial intelligence is an important technology that has strongly impacted the marketing industry. The increased use of sophisticated technology for marketing may pose challenges for brand marketers, especially those who are convinced that legacy marketing tactics are the only effective way to reach customers. What brands need to realize is that an effective, balanced combination of physical marketing tactics and digital marketing methods is required for brands to remain profitable in the current age.

Brand marketers can capitalize on the emergence of new automation devices by delivering personalized communications to consumers. Pemberton explains, “Vendors promise their AI solutions will yield increases in marketer efficiency and deliver optimal communications to prospects and customers at the moment of maximum influence.”

As automation methods continue to dominate the marketing industry, marketing teams will experience a disruption in the way they perform. But, when brand marketers see technological advances as new opportunities, as opposed to problems, they can invent and implement innovative methods to improve marketing outcomes and customer experiences.

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The changing terrain of marketing in the coming years doesn’t mean that you will struggle. Instead, brand marketers should see these market challenges as opportunities to redefine their business by thinking of new, creative ways to engage with customers and drive sales.

Adapting to customers’ behavioral changes related to shopping, hiring experts who know how to effectively analyze data to improve marketing tactics, and capitalizing on the use of machines for marketing are important steps you can take as a brand marketer in order to flourish in today’s challenging market. By understanding these useful actions, brands are more likely to remain profitable and ensure a prosperous future for their business.

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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