BOMA Magazine – November / December 2013

To our horticultural industry readers, this week’s blog post is specifically for you. Some of you may have noticed a severe decline in the bee population in recent years. The November 2013 issue of Nursery Management delves deeper into the possible cause of the drop in bee mortality. 

The domesticated honey bee population has declined nearly 50 percent in the last 50 years, and this year was one of the worst on record with some bee keepers losing 60 percent of their hives. This is disturbing news to many because bees account for one-third of the food we eat, including any vegetable, fruit or nut that grows from a flower. Examples of these are blueberries, almonds, squash, and tomatoes – all of which require pollination. The Pollinator Partnership says that pollinators add $217 billion to the global economy, while honey bees alone are responsible for $1.2 billion to $5.4 billion of agricultural productivity in the U.S. 

One of the possible causes is Colony Collapse Disorder – the phenomenon occurring when worker bees disappear, leaving behind a queen, food and a few nurse bees. Other causes that affect bee health are mites, viruses, bacteria, disease, poor nutrition, beekeeping practices, transportation of hives across country, habitat loss, genetically modified plants, lack of genetic diversity, weather, and pesticides. 

“Why Bee Health Matters” Nursery Management – November 2013

Of all the pesticides bees can be exposed to, one class has been in the media and regulatory spotlight – neonicotinoids. A bill has been submitted to Congress for the suspension of four neonicotinoids until their EPA registration review in 2019 – dinotefuran, imidacloprid, clothianidin, thiamethoxam. To help regulate the issue without putting companies out of business, the EPA announced label changes to “better protect bees and other pollinators” from the four specified neonicotinoids. The EPA intends to have the new language placed on “as many products as possible by the 2014 use season.”

Joe Bischoff, director of government relations at ANLA, says, “In general, the language used in the new EPA labels is flexible enough for the green industry to work within the new guidelines and still be able to use neonicotinoids…As an industry, we are stewards of these chemistries just as we are of the land. We must be responsible and use them for their intended purpose and for their benefit.”

To read more of Nursery Management’s coverage of bee health, click on the photo below.

Social media marketing has skyrocketed to become a necessary element in any business’ brand. Reaching your company’s target audience through a strong online presence has never been easier, yet strategy is still crucial. Hashtags make messages more searchable; similar to a mini search engine optimizer within just 140 characters. By using the symbol, keywords associated with your industry become more than just words, but turn into hyperlinks that millions of potential consumers can easily find. Thus, creating the opportunity for countless digital impressions.

The hashtag also crosses virtually every medium. It can be utilized on social media platforms such as its origin, Twitter, as well as Facebook, Instagram, Google+, and Flickr. The hashtag is also always making its way into non-interactive mediums like billboard messages and commercials. By using this symbol as a tool for brand awareness, business-to-business or business-to-consumer interaction is effectively elevated.

Interested in learning more about hashtags as well as the benefits of social media marketing? Please feel free to post your questions and comments below, or contact the ECPR team at info@eberlycollardpr.com.

Julia Molloy presenting the “7 Secrets of Top Luxury Interior Design Firms.”

What is Luxury?

It all begins with the question, “what is luxury?” Julia defined luxury as the ability to “satisfy every need and go beyond the ordinary into the realm of the extraordinary. It is about elevating the mind, body and spirit.” Luxury must be developed inside an organization before it can start providing luxury as a service and viable reference to clients. The seven secrets provide the necessary elements to becoming luxury internally, and then servicing with luxury externally.

Luxury Starts from Within

In terms of internal business operations, a design company’s brand vision sets the foundation of what it stands for and provides. Brand Vision should be instilled in a firm’s staff as well. As soon as employees are hired, the company structure must be set to evoke brand-aligned staff members and a true sense of internal organization.

Clear roles and accountabilities must be established for each teammate, with centralized and easily accessible information that requires limited presence of the principal designer when needed, allowing for a streamlined approach. There must be short-term tasking and team meetings where everyone can discuss their completed, current and upcoming tasks. From there, documentation of regular company practices and forms should occur, whether internally or in the field. This will help uphold the standards of quality and efficiency for the company.

“Designers and showroom managers visit ADAC for Julia Molloy’s presentation.”

Branding and Public Relations are Essential

Once the brand vision, company structure, and documentation processes are solidified, then brand development can start to take shape. Branding should authentically reflect a design firm’s key characteristics. The key characteristics are a firm’s “navigational compass,” which directs the decision making process and, ultimately, aligns all actions to the brand vision.

Top luxury interior design firms place public relations and press as high priorities. A publicist can help a designer become an active and renowned figure in their community, which will help them gain popularity and publicity. Design firms and their public relations teams should develop a list of targeted publications, websites and blogs for submitting the designer’s well-planned media kit and build relationships with all of the publications’ editors and writers. If an interior design firm desires the most return on investment, it will work with a reputable public relations firm who specializes in the industry.

Luxury Has the Potential to Grow and Evolve

A brand and business development team such as Molloy Management Group, and an industry-experienced, full-service public relations firm like our own Eberly & Collard Public Relations, can help take a firm from its “start-up” phase to celebrity standing.

Active public relations and press coverage help design firms remain present, known, seen, heard, and available.

According to Julia, when an interior designer’s clients see his or her name published, it makes them feel good and say, “That’s my designer!” This equates to an elevated position and feeling for the client. As a result, the client acknowledges the luxury of the design firm, even after the project has been completed. In turn, this can generate customer loyalty and referrals. Coming full circle, the purpose of public relations for a designer involves positioning the designer as a “go-to” expert resource for creating both beautiful and useful living spaces, but also to provide the client a truly luxurious experience.

These are only a few of the tips provided by Julia Molloy. Her knowledge is impressive and vast; to learn more, visit the Molloy Management Group website at www.molloymanagement.com. To view other events at the Atlanta Decorative Arts Center, visit www.adacatlanta.com. For more information about Eberly & Collard Public Relations, visit our website at www.eberlycollardpr.com.

Our most sincere thanks to Julia for enlightening the Atlanta design industry, and our appreciation to the highly talented and devoted staff at ADAC for hosting the event.

Members of the ECPR team with Julia Molloy of Molloy Management Group and Amy Musarra of ADAC.

The November 2013 issue of Architectural Record features six noteworthy buildings set on university campuses across the country. The article titled “Object Lesson” is about the University of Arkansas’ Fay Jones School of Architecture built by one of its own, while combining the campus’ historical elements with modern flare.

Fay Jones School of Architecture – University of Arkansas

When the university was granted $10 million to update the School of Architecture, it came with a very tight schedule, requiring initial plans to be submitted within weeks. With the limited amount of time available, school leaders turned to its own architectural department.

A combination of old and new

Furniture Today is a leading news source for furniture industry market analysis, product trends, and retailer and manufacturing news. Recently, the magazine released its “2013 Consumer Buying Trends,” stocked with statistics varying by region, buyer demographics, amount spent, and specific populations. For furniture manufacturers and retailers, this informative information is crucial for business advancement and potential new product development. Stemming from the report, below we have dissected some key points for observation in the upcoming quarters as well as provided marketing tactics for each trend.

Master Sales for Master Bedrooms

The master bedroom is the inner sanctuary of the home and it is evident that homeowners are not skimping on the expense of their serenity. In 2012, U.S. households bought $8.8 billion-worth of master bedroom furniture, where all the buyers spent a median of $599. Midwest households spent the most with a $999 average, while Northeastern households spent the least with an average of $525.

Baby Boomers comprised two-fifths of all buyers in 2012. Younger Boomers (ages 49-57) spent a median of $849 and Older Boomers (ages 58-67) spent the most, a median of $1,549.

In 2013, 5.5 million households plan to buy master bedroom furniture. Adult Millennials, currently ages 18 through 32, are 65 million strong and are excellent master bedroom prospects for 2013 because many are in the process of designing their own homes and personal spaces. Comfortable luxury is the desire of most Millennials. Strategic marketing catered towards these interests can boost a company’s revenue significantly.

Master Bedroom Trends

Casual Dining for Millennials

Millennials love to eat out, but it appears that many more are opting for dining in the comfort of their own backyards. This year, 4.1 million consumer households plan to buy casual dining furniture, with Millennials and Young Boomers purchasing at considerable rates. In 2012, on average, Millennials spent $199 and Young Boomers spent $349. The highest amount of buyers came from the middle class, with incomes between $50,000 and $99,999.

When creating a marketing strategy, it is important to not only consider the consumers’ age and income, but also the location of the buyer and the purpose of the product. The South spent the most on casual dining furniture with a $299 median, while the West spent the least with only a $99 median. Targeting a specific region can help cover a large demographic efficiently. 

Casual Dining Trends

Millennial Entertainment

The commonplace of flat-screen TV’s and household gaming equipment caused the peak of entertainment furniture sales in 2004 and 2006. In 2012, the top-selling case goods product and the fourth-most popular furniture product overall was entertainment furniture, with 5.2 million U.S. households investing an estimated $5.5 billion in retail. By generation, Millennials (ages 18-32) and Generation X (ages 33-48) are the best prospects for buying entertainment furniture in 2013.

Last year, Millennials spent an average of $199 on entertainment furniture and Generation X spent $225. As many retailers and manufacturers are aware, casual dining and entertainment furniture go hand-in-hand for providing comfortable luxury items for the home. Marketing products to specific age groups allows the consumer to purchase products that are well-suited for their own lifestyles. Once that vision is seen and accepted, then a sale can be made.

Entertainment Furniture Buying Trends

Trend spotting is meant to raise awareness and inspire action. Targeted strategic marketing can help address these new findings. We hope this revealing information sparked our furniture retailer and manufacturer followers’ interest and drives toward exponential business growth.

 

We are approaching the end of the year, and companies are preparing for 2014 business decisions. ForConstructionPros.com has researched exciting and encouraging trend forecasts for the upcoming year in the commercial and residential construction industry. 

ForConstructionPros.com

Cement

The Portland Cement Association’s chief economist Ed Sullivan reports that all fundamentals are predicted to show 9.7% increases in consumption.

Commercial and Residential Projects

The construction management consulting firm FMI believes construction-put-in-place (CPIP) will show a growth of 7% in both commercial and residential fields next year.

Green Building

In the green building and sustainability construction sectors, U.S. Green Building Council (USGBC) indicates half of all institutional and commercial construction will be green-certified by 2016.

Top Truck Ratings

In recent trucking Consumer Reports tests, the 2014 Chevy Silverado 1500 was rated the top half-ton truck. Some truck testers believed the 2013 Dodge Ram 1500 performed better. However, after further comparisons, the Silverado proved more capable, while the Ram did achieve top ride and comfort ratings.

Equipment Rental Market

CEO of CAT-Caterpillar Rentals Doug Oberhelman states that companies are not yet ready to make the hefty investments in large machinery, therefore, the equipment rental market has continued to grow as a result. In 2013, equipment rentals amounted to $32 billion and are positioned to reach $36 billion in 2014. 

ForConstructionPros.com

For more information and to watch the construction industry report, visit ForConstructionPros.com by clicking any of the photos.

The October 2013 issue of Commercial Building Products magazine features an article on the increased popularity of metal-roofing systems among educational institutions. Facility managers of both new and existing buildings are considering the short- and long-term benefits of these systems. It is difficult to overlook the efficient performance, cost-saving traits, and the environmental attributes that allow for green certifications and energy-code compliance.

As marketing and branding ever-increasingly focuses on online techniques, search engine optimization (SEO), has taken its place as king of the digital platform. From businesses run by a handful of people, to the largest, multi-national and global corporations, everyone wants to crack the SEO code. When executed with intention and precision, SEO best practices can change the trajectory of a company’s success in a way that will provide far-reaching benefits and results.

We recently discovered “The Periodic Table of SEO Success Factors,” a chart designed by Search Engine Land, to help marketers and business owners decipher the SEO code and streamline their digital efforts. After studying and analyzing this incredibly helpful chart, our team has highlighted the nine important areas of SEO focus that can take a company’s digital marketing efforts to the next level.

[Photo Credit: Search Engine Land]

First, a company needs to recognize there are two main categories of SEO factors, on-the-page factors and off-the-page-factors. We begin by pinpointing the four most significant on-the-page factors, elements that marketers and businesses can directly affect:

Quality – Is your web copy of the highest caliber? Are company pages well-written? Is your social media communication precise and attention-grabbing?

Research – Do you understand the keywords that searchers may use to locate your company/product/service?

Titles – Have you made sure that your HTML title tags are utilizing your industry’s keywords?

Crawl – Can search engines effectively and easily “crawl” your site? Are there layers to your site that may pose as a blockade for search engines?

After a company has refined these four significant on-the-page-factors, it is time to move to a parallel component of SEO effectiveness and deal with the five most heavily weighted off-the-page factors, or elements influenced by outside sources:

Quality – Are the links on your website and social media from respected and valuable sources?

Authority – Do links, shares and other media contribute to your company’s reputation as a trustworthy source and industry authority?

Country – In what country is a viewer of your digital media located?

Locality – In which city or local area is a viewer of your digital media located?

History – Has a visitor regularly been to your site or digitally favored your media?

Our team is confident that a company’s accessibility and marketing route will experience dynamic change if these SEO fundamentals are executed with care and accuracy. The dominant presence of digital marketing in today’s branding culture demands the consideration of businesses, as we see every industry and sector experiencing the eminent take-over of tech-savvy companies.

Those corporations who have embraced the benefits and connectivity available by means of SEO are continually pushing to create formulas that will funnel greater and greater numbers of consumers through their websites and social media. In response, companies are creating search engines that are even more sensitive and complex. The latest digital search masterpiece to leave marketers reeling is Google’s algorithm, Hummingbird.