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The webinar designed and led by Shane Lamotte, of Conscious Commerce, challenged social media marketers to drop unproductive marketing methodologies in exchange for what we will call, the “Three C’s” of social media engagement: establishing connections and kick starting your digital following (creativity), developing engaging content (clarity) as well as maintaining conversations and the practical monitoring of your marketing efforts (consciousness).

“Creativity” – Social media communications are about immediate engagement. No consumer will take the time to read a boring or cliché Facebook post. When a social media marketer seeks to engage customers digitally, it is important to provide the necessary and basic company information. However, “content is king” and the more original, engaging and understandable a post, the better. To develop a creative and inviting social media presence, keep things simple and attention-grabbing. Think outside the box. As Shane Lamotte stressed in his webinar, “the best content inspires sharing.”

“Clarity” – After customers are engaged with a company’s digital platform, it is of the utmost importance to communicate well, seeking clarity in all digital engagement. Social media posts, whether it be Twitter, Facebook, Pinterest or any other form of social media, should remain focused on the industry and expertise of your work. A social media marketer seeks to develop a streamlined conversation with fans and customers, so that a network is developed and the company establishes itself as an “expert” in a given field.

“Consciousness” – Finally, social media marketing should seek to be conscious of its consumers at all times. This means dealing with both positive and negative feedback, letting the customer know that the company is engaging with them and the media is not simply an advertisement. This can be as simple as responding immediately to Tweets or Facebook posts from fans. It can also mean graciously dealing with criticism in a public fashion. Your businesses’ followers want to see that you pay attention to their individual feedback and value their support. This is the best way to build a positive digital presence for your company.

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The webinar ended with a great deal of advice on balancing these three areas of social media management, while not becoming overwhelmed with this specific area of marketing. Social media marketing seems tricky, but it does not have to be; once a marketer has taken the time to understand the world of social media, this realm of marketing becomes an exciting new platform on which to engage customers and prospects.

One of our services is managing interactive social media channels for clients. If you’d like to consider our professional toolkit for launching your channels or have a need to change your social media into two-way dialog between you and your customers and other important groups, contact us for a free assessment. Learn more on our website here: https://eberlycollardpr.com/social-media.asp

When landscape contractors’ services are in demand, landscape equipment is not far behind in growth. In the current issue of Landscape and Irrigation magazine, the 2013 equipment trends were revealed from various marketers and product managers within the landscaping and construction industries. In this blog post, as we often do spanning all 11 of the our industry specializations, we have compiled an overview of the top five landscape and lawn equipment trends that we found most intriguing.

Fuel-efficiency

Daryn Walters, director of marketing for Exmark, explains that “doing more using fewer resources” is important these days. Electronic Fuel Injection (EFI) and battery-powered products are greatly decreasing fuel usage for contractors, which allow their dollars to stretch quite a bit further. Exmark has been selling as many EFI Lazer Z S-Series mowers as they can build because of its fuel-efficiency and performance that is indistinguishable from that of gasoline-powered mowers.

Ergonomics

Equipment designed for maximum productivity by reducing user fatigue and discomfort is being taken into greater consideration when being purchased. The General Equipment Company improved its one-man and two-man hand-held hole diggers by utilizing proper ergonomics in order to increase the capacity of workers as well as minimize worker compensation issues.

Productivity and Dependability

We realize that productivity and dependability are two traits, but both work best together. Companies are willing to spend more money, if the products are worth the investment. More recently, SnowEx and TurfEx have developed lines that increase the amount professionals save on materials, labor and maintenance expenses, at a slightly higher price. Productivity and dependability at a greater price actually create a favorable cost-to-benefit ratio for contractors.

Photo credit to Landscape and Irrigation magazine (July / August 2013 issue)

This year, Eberly & Collard Public Relations has had the immense pleasure of working with the talented and much sought-after interior designer Kimberly Grigg, CEO and principal designer with Knotting Hill Interiors. A combination of our services and media connections, along with Kimberly’s unique and admired design style, has led to regional and national media placements in both print and online formats.

Kimberly Grigg, CEO and principal designer with Knotting Hill Interiors

The Sun News, Myrtle Beach, SC

In addition to introducing Kimberly to homeowners as a well-versed, design expert, the column positions her to attract qualified leads and attain speaking and show house opportunities. As PR practitioners, we know every medium in which a designer lands media coverage holds its own set of rewards. In Kimberly’s case, a regular “how-to” column enables us to promote her as an industry expert and increase her and Knotting Hill Interiors’ exposure. Plus, since she is one of the most talented designers we know, readers of the column love her…as do we!

Image by 360 Architecture

While we are a national public relations firm that, in part, specializes in publicizing building and architecture firms throughout North America, we are located in Atlanta. So, our team is looking forward to seeing the progressive journey of the stadium’s construction.

Image by 360 Architecture

Concepted by 360 Architecture, a Kansas City, MO-based firm, the new stadium will feature a state-of-the-art operable roof that will enable games to be played rain or shine. 360 Architecture specializes in a wide range of commercial and residential design services. This includes recreation centers, municipal facilities, sports arenas and ballparks, single- and multi-family residences, mixed-use entertainment districts, and corporate and commercial office buildings. Some of the firm’s most well-known projects are MetLife Stadium, home of the NY Jets and NY Giants, as well as Legoland Discovery Center in Kansas City, MO, and the Kansas City Downtown Airport renovation.

According to the editors of ENR Southeast, Falcons owner, Arthur Blank, retained the services of 360 Architecture based on the firm’s creativity and extensive background in designing high-level sports complexes. Three Atlanta-based architectural firms will be assisting 360 Architecture with its “Pantheon” concept, including Goode Van Slyke Architecture, Stanley Beaman & Sears and tvsdesign. Each firm brings its own unique skill set to the collaborative project, and as a result, the stadium’s blueprint will feature a 360 degree scoreboard, incorporate sustainable building practices and materials and will soon be a city landmark.

Image by 360 Architecture

With the design plans likely to be firmed-up in April 2014, construction will begin late-spring to early-summer. Atlanta-based Holder Construction has been hired as the managing partner, and Hunt Construction Group, located in Phoenix, AZ, will build the downtown stadium. According to the Falcons, local Atlanta firms H.J. Russell & Co. and C.D. Moody Construction Co. are also aligned with the joint-venture team. The new stadium is set to open in time for the 2017 season.

Falcons, NFL fans, and our blog readers in the fields of building and architecture, tell us what you think of the new “Pantheon” design.

Builder July 2013

Thanks to our editor friends at Builder magazine, our blog readers, clients and followers can stay abreast of today’s top design-build projects, construction techniques, product advancements, and more related to the building and construction industry.

In Builder’s July 2013 issue, the magazine’s editorial team rounded up a list of innovative products builders and contractors should keep in mind for current and future projects. From shingles and water diversion systems to faucets and windows, our team recaps the eight products Builder’s editors are highlighting this month.

Builder July 2013 – click to enlarge

1. Zola Corner Window: Number one on the editors’ roundup is Zola European Windows’ Zola Corner Window. This sleek line of aluminum-clad fixed and operable windows can maximize views around corners with its Corner Lift-Slide. Available in a myriad of sizes with a variety of interior woods, Zola Corner Windows are ideal for residential building projects.

2. Weyerhauser OSB Panels: Next time a project includes hardwood floors, consider using Weyerhaeuser’s OSB Panels. By installing these high-density OSB panels under hardwood floors, builders and contractors can improve fastener retention and built-in drainage. A favorite feature for some of our builder and architect clients, the panels also offer a sealed edge to resist the swelling and shrinkage that loosen fasteners in wet places.

3. Tamko Shingles: Reinforced with a layer of non-woven polyester fabric for impact resistance, the Heritage series of laminated asphalt shingles also includes a Class 4 impact-rated version designed to resist cracking and rupturing from heavy hail. With a 30-year limited warranty, Heritage is the ultimate for new construction or re-roofing jobs.

4. Moen Faucet: Moen’s S6700 faucet displays geometric forms, squared corners and straight lines. Part of the company’s minimalist 90 Degree collection of bathroom faucets, it complements both residential and commercial contemporary spaces. We’ve seen this fine-looking faucet in several of the designer show houses for which we have managed public relations, and it gets our vote as a must-have fixture.

Builder July 2013 – click to enlarge

5. CertainTeed Water System: A product to consider with deck installations is CertainTeed’s Undershield water system. It diverts water to a gutter at the deck’s edge, protecting areas underneath from water intrusion.

6. Therma-Tru Doorlites: Therma-Tru enables builders and contractors to protect and preserve homes in coastal regions by incorporating impact-rated doorlites and sidlites into homes. When installed with a Therma-Tru impact-rated door these products can withstand winds up to 195 mph and meet code requirements for extreme weather in coastal areas.

7. Foundry Siding: The Tapco Group’s fire-resistant, panelized, vinyl siding uses ceramic finishes to provide a realistic texture with no telltale sheen. Each panel is molded from hand-selected quarried stone and delivers up to 40 feet of non-repeating coverage. This striking siding gets our seal of satisfaction.

Each year, we have clients who exhibit their new varieties, collections or other products at the Short Course, such as the case with the well-respected team from Terra Nova Nurseries. Our staff has the pleasure of managing media relations annually for Terra Nova prior to, during, and after the event.

For the recent OFA show, July 13-16, we created a press campaign on the company’s behalf. This involved presenting and publicizing Terra Nova’s cutting-edge breeding techniques and new 2013 “Sneak Peek” varieties to the show’s attending media members. In addition to crafting a press kit for Terra Nova, our efforts also included pre-scheduling VIP media tours of the company’s exhibit space and coordinating interviews between company leaders and industry trade media representatives.

During one of the media interviews we lined up for our client, Dave Doolittle, Terra Nova Nurseries’ director of marketing, described the company’s 2013 varieties to Green Profit magazine’s managing (and very talented) editor Jen Polanz.

By capitalizing on our client’s recent efforts to breed top-notch, trailing and rust-resistant heucherellas, we secured an exclusive video interview with GIE Media Horticulture, Inc. In the video below, Michelle Simakis, assistant editor with Garden Center magazine, interviews Dave Doolittle, who showcases the top-performing heucherellas.

Video courtesy of GIE Media Horticulture Inc.

Following OFA Short Course 2013, GIE Media continued to post and share the video with readers and followers as a means of communicating all the “need-to-know” information about the Heucherella Falls™ series and Heucherella Cascade™ Series. 

Michelle Simakis, associate editor with Garden Center magazine, gets the inside scoop on Terra Nova Nurseries’ newest heucherella introductions from Dave Doolittle, director of marketing at Terra Nova Nurseries.

Our thanks to all of the media members who interviewed Terra Nova Nurseries during OFA!

To our blog readers in all 11 of our industry sectors, if your company is interested in gaining brand and product recognition within your trade as well as among consumers, consider including our public relations and branding services into your 2013-2014 business plan. Feel free to contact us for a free assessment by emailing info@eberlycollardpr.com or posting your questions / comments below.

While we enjoy learning about products that break into the industries in which we specialize, we also love uncovering the inspiration behind a product’s creation. Delving into the mind of the designer and discovering his or her unique source for creativity and innovation is just another effort our team puts forth to understanding and reporting industry trends. Today our team is highlighting AERIN, a collection making its way onto the residential lighting scene, and how its founder and creative director, Aerin Lauder, navigates the design process.

Aerin Lauder Photo courtesy of Residential Lighting

In the July 2013 issue of Residential Lighting magazine, Lauder explains that her first step towards creating a new design is organizing her thoughts with a mood board. By compiling an assortment of images, color swatches, personal pictures, and more, she’s able to focus on several ideas in order to blend them into one. While Lauder’s creations can be influenced by most anything, travel is her number one inspiration. “I love to be in a new environment and exposed to different surroundings and cultures,” Lauder said to the editors of Residential Lighting.

AERIN is an honest reflection of Lauder’s design style: classic and traditional with a modern twist. According to Residential Lighting, Lauder prefers classic pieces that have stylish, contemporary accents that don’t compromise function. When designing AERIN she wanted to give consumers a collection that could blend together or stand alone. How did she do that? By using gold as a neutral. According to the article, Lauder believes gold is a timeless accent among interiors, just as it is in jewelry and accessories. 

The Mill Chanelier Photo courtesy of Residential Lighting

The Mill chandelier is one item from the collection featured in the article. She revealed that her inspiration for the piece was a woven basket. Made of metal with gilded gold leaf to give it depth, the chandelier came together just the way Lauder wanted – an impression of a woven basket of light.

To read the full article on Aerin Lauder in Residential Lighting’s July 2013 issue, click here. If you’re interested in staying on top of industry trends, designer insights and product releases be sure to check out future issues of Residential Lighting, as well as glance back at past copies by accessing its archives here.

Watch out produce growers, 3D laser scans, optical sensors, cloud-based technologies, and data management systems are just a few innovative software programs taking over today’s orchards and farms. No need to worry though, these systems are here to help, and we’ve got all the need-to-know information.

Our team keeps up with ground-breaking ideas and modern technology advances across all industries in which we specialize- one of which is Agribusiness. With this in mind, and according to an article by Growing Produce, four new programs are assisting growers with tasks such as precision planting, orchard management and traceability. Check out our run-down of each product to learn the benefits of incorporating these systems into your operation. 

Raven Viper 4

Photo courtesy of Ravenprecision.com

Raven’s Viper 4 is a 12.1-inch field computer offering data management capabilities and a customizable user interface that allows growers to create machine and user profiles, while storing the information in one networked platform. Incorporated with the new Raven Operating System, Viper 4 enables growers to use the customizable interface for portrait or landscape orientation. The model also has 4 camera inputs for monitoring bin levels, blind spots and more. Growers do not have to worry about its durability and ease of use while in the field. This product was built to withstand tough environments, featuring a state-of-the-art rugged magnesium alloy enclosure.

Grove Tracker

Photo courtesy of GrowingProduce.com

Grove Tracker is AGERpoint’s new comprehensive data management system that delivers critical information to growers, allowing them to keep records on the productivity and health of their orchards. By using 3D laser scanning, survey GPS, HD video cameras, and optical sensors, users will be able to capture statistical and photographic inventory. Grove Tracker’s collection of technology features allows growers to easily capture important information such as tree trunk diameter, canopy diameter, leaf color, leaf density, tree count, and tree height.

FoodLink Item

Photo courtesy of FoodLink.net

FoodLink is a cloud-based software that focuses on food safety and traceability that benefits growers, suppliers and consumers. After growers submit a collection of farm data, the software adds individual tracing information in the form of unique QR codes to produce items. Suppliers are then able to communicate information related to product origin, quality and freshness directly to a consumer. The information is easily accessible for consumers, only requiring they scan the code on the packaging with a smartphone or tablet. Recently voted “2013 Best New Food Safety” solution by United Fresh, growers can rely on FoodLink to enhance brand awareness and reinforce brand promises.

FarmLogs

Photo courtesy of FarmLogs.com

FarmLogs is a web-based farm management program designed to help growers plan, manage and analyze operations on multiple platforms. A new resource for tracking information regarding planting, fertilizing and harvesting, FarmLogs is also a tool for forecasting yields and measuring profits, managing sales, and monitoring local market prices. Best of all, this program is also available as a mobile app in order to provide an easy interface for growers to input information while in the field or on the go.

Trane’s XL20i Photo courtesy of perduehvac.com

Our team at Eberly & Collard Public Relations serves as the eyes and ears for several of our editor, publisher and producer contacts. We monitor breaking news topics, up-and-coming trends, innovative product releases, company advancements, and other content affecting change or growth in the industries in which we specialize.

By staying on top of multiple industry practices we are also able to present clients with need-to-know information and create original public relations strategies for them. An important tactic for residential architects and builders is staying aware of modern advancements so these products can be incorporated into future residential design-build projects. One product that has recently caught our eye and offers some of the latest developments in cooling technology is Trane’s Xl20i air conditioning unit.

Trane’s XL20i AC unit provides homes with top-level comfort. Its ability to enhance airflow at increased efficiency levels, but at a lower cost than the competition, makes this unit a leader among residential cooling systems. In fact, the XL20i’s Seasonal Energy Efficiency Ratio (SEER) rating of 20.00 is one of the highest energy efficiency ratings of any air conditioner available in today’s market.

This model also includes Trane’s ComfortLink™ II communicating technology which allows all indoor units and their key components to connect so the system automatically charges, configures and calibrates for optimal performance. On top of its speed, efficiency and communicating capabilities, the XL20i is quiet, durable and includes an advance air filtration system CleanEffects™.

XL20i is only one of Trane’s many residential and commercial product offerings. Celebrating its 100th anniversary this year, Trane is known for producing heating and cooling systems that are some of the market’s most reliable and innovative. After introducing countless technological and engineering firsts, Trane continues to go above and beyond to see what’s possible.

Architects and builders, if you’re interested in learning more about Trane and its residential and commercial product offerings, click on the following link: www.trane.com

Photo Credit: Mashable.com

In case you haven’t already heard, Facebook has finally adopted the hashtag symbol in an effort to keep up with its competitors. This includes Twitter, Pinterest and Google+. For businesses, this new addition to Facebook is revolutionary and has the potential to significantly increase brand awareness. You might be wondering how and why hashtags are important. To help provide more insight, our team has put together the top three reasons to use the Facebook hashtag.

1. The most obvious advantage of using Facebook hashtags is that your business can establish a greater online presence than ever before. The new feature enables hashtags to be clickable and searchable, much like they are on other social media sites. Hashtags are great for categorizing messages and starting online conversations with users interested in a particular topic. Before Facebook implemented this strategy, many business pages were virtually invisible. Now, by incorporating hashtags into Facebook posts, companies can increase their digital presence through the search mechanism. 
2. Another great benefit of using the new Facebook hashtag is the ability to reach your company’s target audience by creating your own unique hashtag. In a recent blog article, the experts at Social Media Examiner, one of our favorite social media go-to sites, shared a prime example as to why unique hashtags are more effective than generic ones, such as #gardening, #interiordesign, #architecture, #marketing, etc. According to the article, since many users incorporate generic hashtags, their posts are likely to be pushed down the “Newsfeed” more quickly and may not relate directly to the topic on hand. Conversely, by developing customized hashtags, conversations are easier to follow and are targeted to specific audiences. 
3. As many of you know, Twitter prides itself on real-time conversations, whereas Facebook is used more sporadically. Now, with the Facebook hashtag, real-time conversations on Facebook are quickly becoming all the rage. And, one major perk is that you’re not limited to 140 characters like with tweets. This feature allows users to interact with each other on a deeper level, rather than quick sound bites. 

If you are interested in learning more about Facebook 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.