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ECPR is Chicago-bound for the Casual Market!

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It’s that good time of year again… Three members of our ECPR team, Jeff Collard, Don Eberly and Dominique de Bruin, are gearing up for the International Casual Furniture & Accessories Market 2013, Sept. 17-20, 2013, in Chicago, Ill. The rest of us will be back in our Atlanta office next week participating in the show through social media!

We have been working with the Casual Market for several years, and this is our second year as the official public relations firm for the show. With 45 permanent showrooms and nearly two hundred temporary exhibitors, we have been working diligently to provide public / media relations and social media services to the Casual Market management team and its exhibitors and showrooms. We are looking forward to attending and assisting with the market next week.

Leading up to the show, our team has creatively and strategically conducted targeted marketing campaigns directed toward trade media professionals in the casual industry. This includes conceptualizing press release campaigns to raise show awareness; writing byline product trends articles for key trade publications to provide retailers, dealers and designers with the tools they may need for stocking 2014 store inventory; and distributing educational insight to consumer media outlets to keep homeowners abreast of new and evolving trends and products in the casual industry. Each of the aforementioned campaigns was designed to not only enhance the Casual Market’s presence among the trade, but also to provide additional brand recognition for exhibitors and showrooms alike. 
As the official public relations firm and media contact for the Casual Market, our team will be onsite in the show’s press room, offering assistance to our friends in the media as well as supplying public relations and social media support to exhibitor / showroom representatives. Part of our scope of work is to aid in bringing together and coordinating interviews between manufacturers and key media members.

In addition, throughout the show, our team will be managing press kit material. In part, this will assist editors with learning more about new products and trends seen at the show. Also, while maintaining the press room and press kit distribution, ECPR will be interacting on Facebook and Twitter live during the show. We welcome showroom and exhibitor representatives, media personnel and even attendees to drop by the press room to share thoughts and feedback on this year’s show, which we will then share on Facebook and Twitter. For companies, showgoers and media using their own channels, the hashtag for Facebook at Twitter is #CasualMarket2013.
To learn how our team can assist with trade show marketing, media relations and publicity, visit our website at www.eberlycollardpr.com. 
For more information about the International Casual Furniture & Accessories Market, visit the website: www.casualmarket.com. We hope to see some of our industry friends and fans at the show!
Those lucky enough to attend will be enlightened with the worlds most beautiful and technologically advanced outdoor furnishings and accessories for 2014. 
2013 Casual Market – Sept. 17-20

The New Business of Agribusiness, Part I: Skylight Farm on Connecting Crops with Culture

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[Photo Credit – Justen Clay Photography]
With a background partly rooted in agribusiness and horticulture, the Eberly & Collard Public Relations team has a unique passion for these industries, in addition to others in which we specialize. Today, we believe that many consumers have become increasingly disconnected from the growth and production of their food sources. One of our missions in working with agribusiness companies and horticultural businesses is to utilize cutting-edge marketing and branding methods to connect consumers with the important backstories surrounding what they are consuming. The Eberly & Collard team gets particularly excited when our work creates an innovative connection in the agricultural industry.

Brittany Price, one of our newest team members, has worked extensively with Atlanta-area biodiverse vegetable farm, Skylight Farm, offering communications, marketing and business development support. This young, up-and-coming local business is owned and operated by 27-year-old Justin Aiello of Douglasville, Ga. Skylight Farm is the result of Aiello’s landscaping background paired with his desire to care for the environment; it may also have something to do with the fact that Aiello just loves good food.

Through a farm apprenticeship, the young farmer learned the ins-and-outs of organic production. When Aiello was provided land on which to start his own farm, he knew the biodiverse and organic model was the path he would take, as he explains, “Stewarding the land organically allows me to give back just as much as I take, maintain healthy, nutrient rich soil and have a farm that will be sustainable for many years to come.” Aiello is one of a growing number of Georgia farmers who are revolutionizing the face of organic farming in two key ways: with a fresh perspective in agribusiness marketing and with innovative and specialized growing methods.

[Photo Credit – Justen Clay Photography]

While Skylight Farm’s growing methods are inspiring for those in the agricultural world, there is often a disconnect between the world of farmers and the world of consumers. As Aiello and the ECPR team knows, community-based, integrative marketing is essential for the agricultural and horticultural industries.

Often, representatives from organic farms will simply show up for a farmers market, hoping their goods will speak for themselves. However, Aiello believes the highest level of marketing is necessary for a farm’s success. This means that everything is executed with the consumer in mind, including the basic layout of his booth at the market, the farm’s customer outreach, and especially its branding. From the farm’s extensive utilization of social media marketing to the award-winning design created for Skylight Farm by Atlanta-based designer, Russell Shaw (to view Skylight Farm’s branding, click here), a great deal of the young farm’s success is due to a comprehensive approach to marketing. Aiello has also built relationships in the food service industry creating a partnership with BoccaLupo, an Atlanta-based modern, Italian restaurant that was recently featured on the cover of Atlanta Magazine as one of the city’s best new restaurants.

[Photo Credit – Justen Clay Photography]

Aiello emphasizes the importance of relationship-building in his business model, as he believes that a farm will never be truly successful without garnering the support of its local community. He explains, “I think one of the most beautiful things about food is that it bridges all gaps; we all eat and there is something especially wonderful about sharing food with people.” For Skylight Farm, this looks like an innovating and comprehensive approach to the business of organic farming.

From its novel, natural growing methods, to Aiello’s exceptional marketing and branding standards, Skylight Farm creates a new norm for the agricultural industry. No matter the size of a farm, the Eberly & Collard team believes that Justin Aiello of Skylight Farm, along with a growing community of like-minded businesses, will have a profound effect on the way growers and producers connect with consumers. Our team is excited to be a part of building these connections.

Stay tuned for Part II of our Agribusiness Series featuring Skylight Farm, in which we’ll share more about what it takes to operate an organic farm: the farm’s growing practices and as Aiello emphasizes, “all the good old-fashioned hard work,” that goes into making Skylight Farm a success.

For more information on Skylight Farm, click the link to visit their Facebook page: https://www.facebook.com/skylightfarmGA

You can also visit with Justin and the rest of the Skylight Farm team or pick up some veggies at the Piedmont Park Green Market every Saturday from 9 a.m. to 1 p.m. Click the link for more information: http://ow.ly/oHSDM

[Photo Credit – ECPR]

Social Media Marketing: You can do it, too!

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Click to Enlarge
For small business owners and public relations firms, social media marketing can be an expansive and daunting, but worthy task. The phrase, “social medial marketing,” encompasses a vast variety of digital marketing options. With such a wide range of social media available, it is important to understand where to focus your company’s time and energy. The Eberly & Collard Public Relations team recently participated in a webinar, “Social Media Marketing Made Simple,” in which we revisited a number of tried and true methods for social media marketing and also learned a few new, creative tips. 

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.

Click to Enlarge

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

2013 Landscape and Lawn Care Equipment Trends

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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)
Simplicity in maintenance and operation 

Mustang has improved the functionality of its products, which allows for easier operation by various workers. Kelly Moore, product and training specialist for Mustang skid-steer loaders explains, “Many companies have several different operators, and the machines need to be customizable to these different equipment users.” By simplifying the maintenance and operation processes, the company is saving time and money that may have been wasted by using more complicated or high-maintenance products.

Versatility

If a contractor can have one product that performs a multitude of tasks, that product is not only saving the contractor time on a project, but is also generating additional revenue. As a result, this saves on labor costs for customers. Andy Van Soelen, rental solutions specialist for Vermeer Corporation, notes that “compact size and variety of attachments to match” are desirable because Vermeer’s “mini skid-steer family offers more than 30 attachments,” which adds versatility and value to the collection.

Now that these top five landscape and lawn care trends have been revealed, it may be a good exercise to assess if your products meet these up-and-coming standards. Please post your comments and questions. We welcome your feedback and your own trends insights.

Learn about all 11 of the industries in which we specialize here: https://eberlycollardpr.com/our-industries.asp

~ Jasmine

Generating Buzz Where it Counts

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After years of working with clients in the interior design industry, we understand and recognize the steep competition that designers face in landing new projects as well as having completed projects published. Our team’s experience has shown time and time again that securing new interior design projects is almost always foundational upon having a vast portfolio of relatable design work and a trusted reputation that stems from publicity. 

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
By capitalizing on Kimberly’s experience and expertise in almost all facets of interior design, we were able to secure a monthly “how-to” design column in Myrtle Beach, S.C.’s, The Sun News. Once a month, Kimberly offers design enthusiasts tips and tricks for designing their homes. Her published columns include tips about mixing and matching fabrics, designing bathroom spaces as well as designing for families. To read Kimberly’s latest column on designing family-friendly spaces, click here.

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!

Rising Up To New Design Standards

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Image by 360 Architecture
Rise up Falcons fans, it is time to get on board with the construction of the “Pantheon,” the new football stadium for the Atlanta Falcons.

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.

Building With The Best

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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.

8. Häfele Pull-Out Storage: Häfele’s lockable, pull-out compartment is a resourceful product residential builders and contractors can specify for home renovations and new construction projects. It allows homeowners to safely store cleaning supplies and other items under kitchen or bathroom cabinets and away from children.

If you’re interested in viewing extended product descriptions, visit Builderonline.com. And, stay tuned for more products for designers, builders, architects, and consumers on our blog. Our clients and friends in the industry have a lot to offer, so more to follow from your ECPR trend-watchers in the near future.

Capitalizing on Talent and Offering Successful Publicity

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Each summer, the OFA Short Course hosts horticultural professionals from all 50 states and more than two dozen countries to discuss industry perspectives and present innovative ideas that propel businesses forward. It’s the world’s largest horticultural tradeshow and the opportune time for meeting with media members, garden center retailers, greenhouse and nursery growers, interior plantscapers, landscapers, and florists to stay abreast of breaking news, original trends and exciting developments.

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.

Shining a “Light” on the Design Process of Aerin Lauder

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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.

Technology Boosts Productivity for Produce Growers

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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.