Newsletters

A football equipment on a football field

We’re based in Big Ten country and for a lot of people here in the Midwest, that means one thing in the fall – college football. But we’re taking a closer look at a recent deal announced last month by the University of Michigan that has our team discussing the power of branding versus trash talking.The University of Michigan is

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Business and leadership is simple; we usually just choose to make it more complex than it needs to be. This complexity tends to defocus us — and our teams — away from the most important aspects that will create focus, engaged collaboration and a more profitable business. Step 1: Focus on the CriticalAs building materials leaders, we have a lot on

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An important question we’re often asked is whether or not architects engage on social media. The answer is an unequivocal yes. But at the heart of this question, from a manufacturer’s perspective is really; “how can we be part of an architect’s conversation on social media, and leverage it to meet our goals.” Herein lies the complexity, and if properly

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When Google speaks, people listen. And this week all ears are open to news about their recent search ranking update that could have an impact on an estimated 40% of Fortune 500 websites, according to news reports. The world’s biggest search engine announced a change to their infamous search algorithm, which is essentially the code that dynamically ranks

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Just as we get passionate every year for March Madness, business leaders (and shareholders) are passionate about delivering the quarter's or year's numbers. Both of these events start with creating the perfect strategy upfront. The

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Here are a few tips to help your company spring into action for a successful 2015. Builders all over the Northern U.S. climate zones are gearing up to ditch their shovels and pick up their

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If it seems to you like there’s strong momentum building for home automation in a wider range of new home construction, you are not alone. With new products coming on the market at a feverish

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The way your customers interact with your brand through the purchase process will continue to shift, so evolving that experience is critical to adapting to doing business in the digital world. Consider the brands that refused

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Earlier this month, a client mentioned that their strategic planning process was approaching. That means annual operating plan development is not far behind. One of many challenges marketing managers face during this period of the

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A strong alignment of Sales and Marketing teams can be your most powerful market differentiator. But in this industry, this dynamic alliance potential seldom gets leveraged.
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The digital age continues to disrupt communication more than any other facet of business. So by now, most everyone understands that social media and digital engagement can be an asset to their business on some

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When sales and marketing teams work collaboratively towards common goals there can be a quantifiable benefit to performance metrics. But establishing an environment that makes this possible and frictionless is often a challenge for companies

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Very few building material companies have a strong, structured approach to selling architects, and therefore are mostly unsuccessful in getting their products specified. Most often, they simply do not understand the architect or their process.

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We have a simple approach to marketing: Marketing dollars are investments, and should be spent accordingly. Did that investment help the company outperform the market, and most importantly, did it help optimize the profitability

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As we gear up for another year of industry trade shows, we find ourselves thinking about what’s made trade shows worthwhile for our clients in the past. Leading up to our days on the road,

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The market has brought us many new things over the last 4-5 years. 8 million fewer jobs, 75% lower housing starts, harder to obtain loans and reduced dispensable income just to name a few.

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I had the opportunity last month to be a featured speaker at the International Door Association (IDA) Show, which focuses on the garage door industry. My topic was “Re-Thinking How to Outperform Your Market.”

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Eighty seven percent of senior marketing executives believe the success of their company strongly depends on new products, according to product development firm Markitecture. Nearly 75% reported that completely new products (versus

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How can you win the spec in today’s highly competitive commercial architectural community? In Interrupt’s latest Industry Insight Panel, we sought some answers — speaking with Rachel Hepner Zawodny, a manufacturer's sales rep for

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We discussed in last month’s newsletter how critical the strategic planning process is in creating the game plan for your business. But now comes the hard part. Forming “The Plan” is one thing. Getting your

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Changing leaves, picking apples, watching football. Ah, these are the things of fall — and oh yes, don’t forget the dreaded strategic planning process. As certainly as the leaves will change colors in the

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Your sales force can be one of your biggest expenses. So it’s surprising how many companies don’t make better use of them. Even when trained well, many salespeople lose their edge quickly. They can form

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For many products, selling through architects is a necessity. For others, it’s a missed opportunity to stop ignoring. Selling to architects gets a bad rap. It can take years for the order to be placed.

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Many companies see distributors as an expense to be minimized — a necessary evil — instead of an asset to grow. At best, they’re seen as a conduit to get your products efficiently delivered

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Many companies that sell to dealers as part of their distribution channel take a shortsighted approach. While most have a Unique Selling Proposition, the reality is most products are very similar. Dealers can include a

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If you want to sell more products that require an experienced installer, you need to sell contractors. Consumers are looking to contractors for even seemingly DIY projects, as they now value their time more

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For decades, most dealers have relied on two ways to sell builders. And now there's a better way. Both traditional methods are based on selling “to” the builder,

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What marketer doesn’t want a bigger budget? How often have you said, “If I only had more money, I could …”? One way to get more for your budget is by spending your customer’s

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Get More Out of Your Advertising Budget Without Advertising. Typically, when a company wants to increase sales, the natural tendency is to turn to advertising. In many cases, this may not be the best solution.

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