Industry News

     

Eric Nilsson

Eric Nilsson is Vice President, Corporate Marketing for CertainTeed Corporation

The excitement for this year’s American Institute of Architects (AIA) Convention and Design Expo is growing for Saint-Gobain and its family of businesses! We will be heading down to the nation’s capital from May 17 – 19 to help architects and designers solve problems they are having on specific projects and introduce them to the expertise within Saint-Gobain.

You might ask yourself—who is Saint-Gobain and what do they have to do with CertainTeed?  Well, Saint-Gobain is CertainTeed’s parent company and also the largest building materials company in the world.

You already know Saint-Gobain, it may not be that obvious though—our roots start in France where 350 years ago, we made the glass that adorns the Hall of Mirrors in Versalles.  Today, we make beer bottles for Budweiser, manufactured the new roof on the Dallas Cowboys stadium and through CertainTeed, manufactured the ceiling tiles in the Denver airport and made the roof that adorns Henry Ford’s home.  This is a mere, and I mean mere glimpse into this massive company, but, also a glimpse into the possibilities.

That’s why Saint-Gobain is bringing all of its businesses to the AIA show this week, and not just to show off products.  Saint-Gobain features the largest and smartest collection of building scientists and technical experts in North America from its trusted North American companies:  CertainTeed, ADFORS, Grenite, Norton, SAGE, Saint-Gobain Glass, Saint-Gobain Solar, Saint-Gobain Performance Plastics and SolarGard to help architects “solve the unsolvable problem.” We urge design professionals to bring your unsolvable problems to our booth and try to stump out experts!

This year, we’re talking moisture, indoor environmental quality, aesthetics, thermal efficiency and solar and our experts are ready to talk.  If you can’t make the show, check us out virtually Trade Show page that will share show updates through Twitter so that non-attendees can feel part of the action.  Through this page you can also ask questions or present unsolvable problems that our experts can tackle. If you submit an unsolvable problem you will be entered into a prize drawing.

During AIA 2012, we will be blogging here about show events and observations from guest bloggers.  Should be fun and entertaining!

Please join the conversation at AIA from your desk by bookmarking the Trade Show page. We want to help you feel part of the AIA Convention and to help solve your design challenges.

May 15--Orlando had fewer existing homes on the market in April than at any other time since 2005, possibly contributing fewer sales and slightly higher prices from a month earlier, according to a report released Tuesday by the Orlando Regional Realtor Association.

Press Release

ACH Foam Technologies launched a new EPS architectural grade insulation that matches XPS products in compressive strength and R-value, yet costs significantly less.

Late Comedian Mitch Hedberg said that handing out flyers is like saying, “Here, YOU throw this away.” Often times, widespread paper mailings, flyers, mailbox drops, and neighborhood postings can be easily ignored by potential customers. Used properly, however, promotional gifts can have a lasting positive effect on customer service and keep the name of your business out in the community.


Pens, magnets, calendars, and other items are often shared, viewed by others, and are used consistently, giving your business viral exposure. A study by the Promotional Products Association International (PPAI) shows that the ability of customers to recall the name of an advertiser on a promotional product they received (76 percent) was much better than their ability to recall the name of an advertiser from a print publication they had read in the past week (53.5 percent). As opposed to a flyer or a mailing, potential customers are much less likely to throw away a useful item such as a mug, pen, mouse pad, or T-shirt. If they keep your item around, they are more likely to call you when the need arises.

According to PPAI, T-shirts are the most popular promotional items because they get high exposure. People wear them at the gym and on weekends. “Wearables,” as they are called in the promotional products industry, can cost a few dollars a piece, so you want to order a universal size, such as a men’s large, and tailor your order based on volume. Often, the price decreases as the quantity of items ordered goes up, so if you think your contact info will remain the same, it’s a good idea to order in bulk.
A much less expensive item is a pen, printed with your business name and contact information. Pens run as low as 15 cents, so they can be placed in envelopes for mass mailings or easily given out when customers are writing a check for your services. Statistics also show that a pen will have at least 8 owners in its lifetime of use, which can lead to increased business and name exposure.

Reusable shopping bags are also becoming an effective advertising and promotional option. Bags can be used for lunches, carryalls, and groceries. Indeed, according to the Advertising Specialty Institute (ASI), bags deliver the most impressions per month (1.038 on average) and, because they are useful products, they will be unlikely to be discarded. And, in this era of eco-friendliness, promoting a reusable bag shows that your business is environmentally consciousness – something more and more consumers are looking out for.

Calendars, magnets, and mouse pads are also effective items because, in addition to being inexpensive, they are usually placed in highly accessible locations, such as the center of the home or at their place of work, so they are constantly visible to the customer. It is from these locations that customers will often make a call for a service provider, and your number will be the first that they see.

Another tactic is to distribute a promotional product that fits your niche of service. Battery testers, measuring tapes, multi-tool pocket knives, and flashlights can all be produced with your company’s logo and can reinforce your brand identity.

While promotional products have many benefits, it’s easy to get carried away and overspend. For example, if you are going to send out a product, mailing costs should be considered.—a magnet or small pen can fit into a standard envelope, but sending something larger may not be sensible or cost-effective. Larger gifts, such as t-shirts or mouse pads may need to be presented to customers in person.

Additionally, you want to make your spending proportionate to your expected return on investment. One effective option is to present a small item to potential customers who request an estimate. This way, your information will remain visible as the homeowner is making a decision. But if you have steady, solid client base that provides you with a significant amount of referrals, you may want to present these people with something more substantial, such as a wearable item or a coffee mug. Whatever item you decide to use should have your full contact information on it, especially your website and phone number.

So now that you realize the value of promotional items, where do you find them? The Internet is a great place to comparison shop for promotional items. A simple Google search can lead you to hundreds of distributors. A macro site, such as www.promomart.com, will allow you to search by product and then set you up with a distributor in your area. This is especially helpful if you want a full-service promotional products campaign that incorporates different items and multiple distribution methods. Since distributors are specialists, they can also assist with logo design, wording, and placement.

An $18 billion dollar industry, promotional products have proven to be an effective way to get your message seen and attract potential customers by translating advertising into a tangible item. So take advantage of this long lasting, eye-catching marketing tool and keep your name out in front of your customer base.