In the age of social media, smart phones and online meeting tools, many people find themselves yearning for face-to-face interaction. Companies who put extra effort into personalizing customer communications and services outperform those who don’t. In fact, 81 percent of companies with strong capabilities and competencies for delivering customer experience excellence are outperforming their competition. But delivering the best customer experience can be challenging when communications are limited to surveys or feedback from sales representatives. Function: is introducing a new service offering that can help take your customer relationships to next level – Face-to-Face. Designed to offer manufacturers more strategic face time with their customers and target audiences, Face-to-Face is a series of roundtable sessions customized per audience and client. Not only do Face-to-Face sessions bring manufacturers and their audience together in one room for in-depth discussions about goals and address challenges, Function: also works with you to develop content based on information gathered at the sessions and create marketing or sales tactics to help improve business and further address customer/audience needs.  How it works: • Function: will work with manufacturers (residential or commercial) to organize three* sessions in key market cities throughout North America.      - Sessions are recommended to be two-to-three hours in length with 8-10 audience participants per session.  • Each session is custom designed with the client in mind in order to mine what information they want to receive from their customers/audience. Function: will work with manufacturers to develop discussion points and meeting content – product or brand specific. • Customer and participant invitation lists can be supplied by the client or Function: can work on procuring the best audience (architects, builders, contractors, etc.) in selected cities. Function: will develop invitation and marketing materials for each event (eblasts, direct mails, etc.) • A Function: representative can moderate each session.  Following each session Function: will outline key points and create tactics that will help drive marketing and sales content, ultimately helping define near or long-term business objectives.  Face-to-Face provides a truly unique opportunity not only hold in-depth discussions with audiences that matter, but also take what was discussed during those discussions and create effective tools that will improve your business in the future. Customers want to be heard and showing them that not only are you actively listening, but proactively seeking their input takes customer relationships to the next level.  For more information and to contract a session for your business, contact Ted Hettick via email or at 404.524.3075 ext. 15.  

 by Carl Seville, GBA Advisor This new non-profit has a solid pedigree and lofty goals Image 1 of 4 Adam Deck, the director of the center, introduces the facility at the grand opening, with help from several board members. I recently attended the grand opening for the Lifecycle Building Center (LBC), a new non-profit organization focused on building material reuse. The result of long hours of labor by many dedicated people, the LBC’s stated mission is to “make the lifecycle use of the built environment more efficient and sustainable.” Currently established as a subsidiary of the USGBC Georgia chapter, the center's ultimate goal is to be an independent organization that is fully self-sustaining. The LBC has an impressive board of directors, including professionals from Perkins + Will, Southface, the Georgia Trust for Historic Preservation, Skanska, and HOK. Currently an all-volunteer effort, they have already begun collecting surplus building products and are starting to sell them for reuse. Community revitalization goals The center is located on the Atlanta Beltline, a 22-mile loop of mostly abandoned rail lines that is currently being developed into a transit greenway consisting of trails, parks, and a future transit system that will connect many of intown Atlanta’s neighborhoods. The center's founders hope to play a role in the development of underutilized properties adjacent to this corridor. They are also planning local community outreach efforts, including hiring residents to work there as well as teach building skills to people in this somewhat down-at-the-heels part of town. A great building LBC is located in a small warehouse building that is attached to a beautiful 1914 factory building that they plan to take over as they grow. The building covers 72,000 square feet of space, and is little changed from its early days as a factory. The building includes operable clerestory windows and floors made of wood pavers. There are plans in place to certify the warehouse under the Living Building Challenge – a very lofty goal. I am skeptical (is anyone surprised?), but I look forward to seeing how this develops. Big challenges Atlanta has never been a great place for recycling and salvaging building materials. Historically, landfill fees have been low, handling costs high, real estate values always increasing, and the demand for previously used materials low. As tipping fees rise, labor prices drop, and real estate values remain low, I expect that there will be more demand for salvaged products. This model has been successful in other markets, and I have high hopes that it can work in Atlanta. It will be neither easy or fast, but I think the time is right for LBC to succeed  

Carl Seville, GBA Advisor It isn't easy to meet the energy and water requirements set by the LBC The Living Building Challenge uses the flower as both its logo and inspiration for their transformational building certification program. I spent most of a day recently in a seminar on the Living Building Challenge (LBC), a self-described philosophy, advocacy tool, and certification program for sustainable building. If people outside the industry think that existing green building programs are pie-in-the-sky and touchy-feely, put together by granola-eaters, then they are going to have to adjust their scales for the LBC. Currently in its 2nd version with a new release planned for 2012, it does have many similarities with other green certification programs, although it is in some ways both simpler and more complex than anything else in the marketplace. Forget sustainable — how about restorative? “Green” is often used interchangeably with “sustainable,” and neither word yet does justice as a name for what we are all working towards. In a lecture many years ago I heard Michael Braungart discuss his problem with the word “sustainable” by asking the audience if they were asked how their marriage was doing, would they want to respond “sustainable”? He advocated for moving towards a restorative model, and this is what the LBC is doing. Their goal is to create structures that not only have a lower impact on the environment, but change the paradigm of how we build so that those structures become restorative to our ecosystems. The creators believe that over the past 200 years we have used technology to separate ourselves from the environment and now it is time for us to reconnect with it. Probably the key difference between LBC and all other certification programs is that certification is based on a full year of building operation instead of estimated or modeled energy and water use. The flower as guiding principle The LBC is broken down into seven “petals,” each with a subset of twenty “Imperatives.” Projects are separated into four typologies: Neighborhood, Building, Landscape and Infrastructure, and Renovation. Building is the most common, covering all new buildings and any work on existing buildings exceeding minor improvements; those are covered by the Renovation typology. Landscape and Infrastructure are unconditioned projects that do not include physical structures as the primary program, although they can include park-like structures such as amphitheaters, restrooms, roads, bridges, and sports facilities. A Neighborhood includes multiple buildings in a single campus, drawing heavily on the principles of New Urbanism. The first five petals look very similar to categories in many traditional green building programs: Site, Water, Energy, Health, and Materials. While in last two, Equity and Beauty, the LBC appears to differentiate itself, many of the imperatives push the envelope the furthest. “Imperative” is another name for requirements or prerequisites, so familiar to those certifying green buildings. As in other programs, imperatives are required, except for certain exceptions, based on project type. For example, Neighborhood and Building typologies require that all imperatives be met. Landscape and Infrastructure are exempt from four and Renovation is exempt from seven. Finally, LBC classifies projects in one of six “Transects,” a variation on those created by New Urbanism. They include Natural Habitat, Rural Agriculture, Village, General Urban, Urban Center, and Urban Core. Each of these transects affect the specific requirements of each imperative. For example, one imperative requires including food production on site, with the portion of the site devoted to this agriculture ranging from 80% in the Rural Agriculture transect to 0% in the Urban Core. You say prerequisite, I say imperative What appears to be the simplicity of the LBC is the list of 20 Imperatives which (with certain exceptions as mentioned above) must be met for certification. There are no points to add up nor different levels of certification (although partial certification is now available); you either make it or you don’t. This does, at first glance, appear simple, but there are many exceptions and interpretations of imperatives. These serve to both make the program more accessible to ambitious projects that otherwise wouldn’t meet certification as well as to make it more complex that it first appears. I won’t list all 20 Imperatives in this article — you’ll have to go to the LBC website for that — but I will review some of the key ones, and how they are interpreted. In my mind, the most important imperatives are #5, Net Zero Water, #6, Ecological Water Flow, and #7, Net Zero Energy. Net zero water means just that — the project must have a closed-loop water system that uses rain and wastewater for all potable and non-potable water on the site. Interesting exceptions to this lofty goal include drilling an on-site well, or, if after submitting a complete water capture and reuse design to the local jurisdiction you are turned down, a project is allowed to use an outside water source. Ecological water flow is sort of the opposite of net zero water. All storm and sanitary discharge must be managed on site. No physical connection to a municipal sewer system is allowed. If the codes require a sewer connection, you must install a valve so you can disconnect after project is completed. Options to meet this imperative include installation of a septic system or an on-site sewage digester. Finally, Net Zero Energy means what it says (including no combustion equipment allowed in the project); however it is more rigorous than the common definition. Renewable power must be generated on-site, not purchased from a local utility. Exceptions for this imperative include fuels cells powered by hydrogen created from electrolysis, recreational fireplaces in certain institutional projects, and biogas created on-site used for cooking fuel. Slow and steady To date, there have been three buildings certified as Living Buildings, one residential project Petal (partially) certified, and several projects in their first year of occupancy phase. My biggest concerns with the program is that there is, at this point, very little guidance through the process, although they are starting to offer consulting to project teams, and a lack of attention to the actual building process. We were told of one of the certified projects that had much higher than projected energy use during the occupancy phase. Investigations showed that there was missing insulation in several key areas, which, when corrected, resulted in the building meeting its goals. It sounds like the team may have had more ambition in taking on this program than actual high-performance building experience. At the end of this seminar, I definitely had a much better understanding of the LBC, and certainly appreciate the effort that has gone into developing this program. As was stated at the beginning of the day, their goals are to inspire and change the building paradigm, something that they are working hard to do. The LBC looks as much like a political movement as a building certification program. Their impact will most likely be limited for the foreseeable future, but it will be interesting to see what influence they have on design and construction over the next few generations.

By Laura Davis, AIA, Dallas Architect There’s more to choosing an architect than what you’ll see in a résumé or proposal. Dallas Architects, Laura Davis, AIA and Larry Paschall, AIA offer 5 questions to ask an architect when starting a new project. Whether it’s a remodel, addition, or an entire new building, the idea of beginning a new construction project can awaken the flutters of butterflies in your stomach. There’s a lot to think about. Choosing the right architect to guide you through all of those decisions, can make or break a project. Imagine interviewing architects as if you were looking for a partner on an online dating site. He or she may look like a good match on paper, but if there’s no chemistry when you meet in person, asking them to describe their design philosophy isn’t really going to matter.  You will be spending a considerable amount of time with your architect and if you aren’t comfortable or confident, it’s not going to be a fun project. So here’s how we recommend you approach the first interview with an architect: 1. Ask the architect to sit down. On a recent interview we walked in the door and immediately the home owner started taking us on a tour of the house. Forty-five minutes later, the owner asked, “How hungry are you?” (She was not asking us if we were ready for dinner.) In our ears we heard, “How cheap can we get you?” Had that happened in the first 15 minutes, we could have saved us and them a good hour and said “No thanks.” When inviting an architect to interview, ask them to sit down for a few minutes and just have a regular conversation. It’s a great way to find out whether or not the architect and you are going to be a good fit for one another.  Save the house tour for later. 2. Ask the architect to put away any brochures or portfolio. As architects, we will be the first to admit that we love doing the dog-and-pony show. We are more than happy to bring out our portfolio and show you all of the wonderful work we’ve done. But that’s not really the point. We’re there to find out about you, and to answer your questions as they come up. Not to show you what we can do, when we’re not even sure what it is you really need. Chances are you’ve already looked at their work online if they have a website, so you probably like the type of work they are capable of producing. 3. Ask about their background. Get to know your architect. Find something in common that will help you to relate to each other. Ask about their family, where they’re from, and where they went to school. Ask how they became an architect and about what topics are they passionate. When I was in high school my parents interviewed architects to design our house. Turns out the one they selected was an avid fly fisherman and his wife was a school teacher… just like my parents. Our families have been friends ever since. I babysat for their two sons and even worked a summer internship during college at his office. There is much to be said for the value of knowing from where your architect comes. 4. Ask about experience with your type of project and locality. You want as few surprises as possible during the design and construction of your project and an architect who has “been there, done that” is good to have on your side. Ask how familiar they are with local codes, zoning, ordinances, building inspections, etc. Resist the urge to ask your brother-in-law, who may be a successful large-scale commercial architect, to design an addition off the back of your house. That’s not to say he couldn’t handle it, but chances are that he’s not going to have relationships with the right kind of consultants and contractors specializing in residential projects. And he may not know of the pitfalls to expect and avoid with that type of project. 5. Share information about yourself. Don’t be afraid to share the emotional side of project. By letting your prospective architect know how you want to feel in the space and what you hope to accomplish by completing the project, they will know better how to help you. Dive under the surface of “I want a new master bath” to find “I need a clean, calm sanctuary that is all mine so I can relax and soak away the stress of the day because then I can sleep better and be a better mom to my kids.” In the interim, we might suggest a Xanax and a vacation, but we can also then fine tune the lighting, space planning, sound insulation, materials, and storage (…might we suggest a wine refrigerator?) in the new bathroom to give you the sanctuary you desire. When it comes down to selecting your architect, do your homework and go with your gut. You will think with your head, but decide with your heart. Choose someone you know, like, and trust. If you haven’t found that person yet, keep looking. --- To hear more on this topic, listen to the episode, “The First Interview” of The Architecture Happy Hour podcast on iTunes.  More Resources: The American Institute of Architects (AIA) has several on-line brochures that can guide you through the decision-making process. You can find the brochures at howdesignworks.aia.org. Dallas Architect Laura Davis, AIA is a vice president and director of marketing at HPD Architecture LLC. She and her partners offer custom design services for residential, commercial, and institutional projects in Dallas and the North Texas area.

By Carl Seville, greenbuildingadvisor.com How I learned more than I expected at an affordable housing conference I recently learned that in Georgia, as well as much of the rest of the country, Low Income Housing Tax Credits (LIHTC), the fuel that drives much of the affordable housing industry, strongly encourages green building certification for projects that obtain these credits. Without this connection to tax credits, we would see many fewer certified green homes and apartments, and these affordable developers would not be the leaders in green building that they are today. Realizing that this segment of the housing industry is one of the few seeing much action, I recently attended the annual conference of the Georgia Affordable Housing Coalition (GAHC) in beautiful and historic Savannah. Funny money? I met a lot of great people at the conference and learned more than I wanted to know about the financing of affordable housing deals. Being a sticks-and-bricks kind of guy, I never paid much attention to the intricacies of project financing, and more specifically, the role that tax credits play. The beginning of my education on the subject started with a casual conversation about power company rebates for multifamily projects. I was chatting with a developer and mentioned that a project I was looking at was eligible for about $300,000 in rebates for energy-efficiency improvements. His response was, “How does it affect his basis?” Being a logical, straightforward sort of person, it never occurred to me that getting cash rebates for building renovations could somehow not be desirable. But I was mistaken. It seems that the tax credits on affordable projects are based on the depreciable basis in a project and they are available for a ten-year period following construction. Developers can use these credits to offset income, or if they are non-profits, they sell them to other entities for cash. In some cases, it is better to not receive rebates and other incentives as they may have less value than the tax credits they displace. There are apparently teams of accountants and consultants that run these numbers for developers, helping them figure out the best way to maximize their profits. More green building knowledge needed OK, enough high finance for me. What really struck me at the conference was that even though almost everyone there was involved in green building through having projects certified, there was remarkably little in-depth knowledge of the subject. While I consider myself pretty knowledgeable on the subject, at most conferences I find myself somewhere in the middle of the green building knowledge spectrum. At this event, I was pretty much the only expert in the crowd, something I found both fun and frightening. One panel on green building included a construction manager who was clearly out of his element on the subject. He made several incorrect and misleading statements about various insulation products, leading me to speak up and clarify his points for the audience. He really got my back up by pointing out that fiberglass batts are so much less expensive than spray foam that it’s hard to justify the extra expense. When I pointed out that when you look at overall building performance, and the work required to get different insulation products to perform to equivalent levels, then the costs are much closer, there was, thankfully, acknowledgment that first costs are not the only factor to consider. Strutting my own stuff I was on a panel with a geothermal contractor, a large PV installer, an architect, and a representative of a local affordable housing agency. Most of the questions involved the complexity of making PV and geothermal work on affordable projects, how the incentives affected their basis, and net metering and feed-in tariff issues. I was given an opportunity to rant a little, and as I wrapped up my points on existing buildings, suggesting that implementing measures like retrofitting wall insulation, window replacement, and HVAC equipment replacement without first improving ductwork were generally bad strategies (in the South at least), the moderator cheerily thanked me for contradicting everything they had learned in their careers. At this conference I learned quite a bit about how the affordable housing industry works, met lots of nice people, and made many good contacts that may lead to some future work. It is encouraging that so much affordable housing is certified green, and even though they are not necessarily the most knowledgeable green builders, they are certainly helping move the industry forward while providing healthy and efficient housing for our most needy citizens.

By Megan Tinkler, meganleanne.com Often times the term “modern design” is misused and misinterpreted by the general public. It is thrown around casually to describe what many may think is new, while what these people are really referring to is “contemporary design.” Modern design by definition is indicative of the mid-20th century, ranging from the mid-1930s to the late 1960s. This era of design was ground breaking, as well as rule breaking. No longer were men monopolizing the design world, but rather women, like Eileen Gray, Florence Knoll, and even Ray Eames, began to emerge at the forefront of the design community. Additionally, new building materials, such as tubular steel and glass, were introduced in both commercial and residential design settings.  The phrase “form follows function,” coined by Louis Sullivan in 1896, truly began to take shape during this period of design and influenced a multitude of designers and architects worldwide. Growing up in the South during the 80s and 90s, modern design was few and far between. As I toured show homes and read Southern Living and Veranda, the homes and glossy pages were filled with images of heavily carved wood settees, gilded leaf trim, and chintz floral and paisley. After graduating with a degree in interior design in 2005 from the University of Georgia and working for a few years in Atlanta, I grew tired of the heaviness and over-complexity of this design aesthetic. I yearned for a more simplistic and honest sense of design, and soon left for Washington DC, throwing myself into a mixed bag of design, ranging in ethnicity and culture. At the same time, a new TV show highlighting the 1950s and 60s in New York took off, captivating the minds of a generation who had never experienced such a whirlwind of streamlined, tailored, and wrist glove-wearing imagery. Of course I’m referring to AMC’s Mad Men, which has won multiple Emmys and Golden Globes, while at the time its vintage modern style has influenced contemporary clothing, furniture, and product design throughout the world.  Recently Banana Republic introduced its new “Mad Men Collection,” and places like Design Within Reach and Room and Board, which offer modern furniture, have seen an upswing in 20 and 30 year olds flocking to their stores to snag a piece of the past to feather their new nest.  Like most things in life, interior design is cyclical, so I’m not surprised to see modern design resurface as the new hot trend and “must have.”  Yet at the same time, it is not trendy or faddish because these designs have withstood the test of time, just like your grandmother’s Chippendale dining suite. Vintage Mid-Century stores are popping up all over the country, stocked with Eames Lounge Chairs, Platner dining tables, and Saarinen Tulip chairs, while even big box furniture stores, like Crate & Barrel and Restoration Hardware, are beginning to mimic these designs in their new collections in order to leverage their customers’ demand for modernism. Since returning to Atlanta, I have developed an extreme love affair with this era of design and often find myself scouring the city for Lucite wine buckets, Bertoia Chairs, and teak legged sofas. I even sometimes wish hats and gloves would come back into style so I could act out my own “Mad Men” scene while sitting on my Paul McCobb sofa, cocktail resting on my Noguchi Coffee Table, and admiring my new C. Jere metal sculpture above my mantle.  But it’s not just the pure look of these pieces that make them great, but also the quality construction and classic timeless that makes modern design so desirable.  Now while practicing design in the South once again, I am still faced with those who claim they only like traditional design, which I believe is mainly due to growing up in homes full of wing backs and colonialism and their lack of exposure to otherwise, but I digress...  Yet, I have found ways to introduce classic modern pieces into my design, and because modern furniture often possesses such a simple and clean profile, it has become effortless to do so.   So here’s to modern design’s comeback, seducing the hearts of Americans one “Mad Men knockoff TV show” at a time! Examples of modern e-design by Megan Leanne Interior Design.

Two-thirds of architects and designers, contractors and builders are using mobile apps. But out of those, what percentage are using mobile apps for business purposes? And what are the must-have features these audiences look for in a mobile app? Our latest market research will help product manufacturers better understand how to reach their target audience through the mobile space. Function: reached out to 25,000 product selection decision makers and asked them about their use and opinions of mobile apps and technologies, like QR Codes. 

A compilation of insights on Architects, Builders and Contractors preferences in: Communications, Information Resources, Product Attributes, and Brand Name Products.

Clever. Subtle. Clean. Just a few of the words used to describe the three advertisements designed by Function: that were honored in Architectural Record’s 2011 Advertising Excellence Awards. From more than 150 eligible ads, less than 25 print advertisements were recognized as the most effective advertisements in the building and design marketplace. The advertisements were judged in two categories: content and graphic design. Here is what they had to say about Function:’s designs:   GREENGUARD Environmental Institute  “Best in Class”  “This ad is so simple and extremely subtle,” said the jury. “Very clever! The further you are away from the ad, the more there is to see. “ Sometimes it’s the things you can’t see that can be the most harmful. GREENGUARD understands and addresses this in their winning advertisement. Designed to “illustrate the intangible,” the advertisement invites readers to take a closer look. The primary use of blue allows the ad to stand out in the publication.  And the faint wording interspersed throughout the visual underlines the overarching message of the campaign.    CertainTeed Gypsum “Winner” When CertainTeed developed a high-quality Gypsum board that combines enhanced acoustic performance with mold and moisture resistance and fire-resistant properties, they wanted to create an advertisement demonstrating the unique properties of the product through a compelling visual that stood apart from the competition. In a departure from the company’s usual brand/product image, the CeratinTeed silentFX advertisement conveys the beneficial properties of the product through a conceptual image rather than a product shot.  In describing their reasons for selecting this advertisement as a winner judges said, “It’s very clean and simple and shows movement. It does a good job of designing around sound.”   Kawneer Company, Inc. “Best in Class” Featured in the category, “Demonstrate How it Works,” the winning advertisement was developed to support the launch of Kawneer’s innovative Versoleil™ SunShades. The design denotes movement, emphasizing the product’s ability to adjust based on sun angle and building orientation. The minimal use of color throughout the ad allows the reader to focus on the product and message. And, the simple use of imagery throughout helps Kawneer’s Versoleil™ SunShades ad stand apart from others in the magazine.  Judges noted: “In this ad, you focus on the image which implies movement. The minimal use of red font highlighting the name of the product and company was intentional and quite powerful. The composition was clean and simple and the text was in a graphic block.”   Advertisements qualifying for the award were published the first three months of 2011 in Architectural Record, in the January/February issue of Greensource, or ran online during the same time period. Six leading architects from throughout the U.S. made up the final selection committee and winners were honored May 13 in New Orleans.

This April, we invited architects, designers, contractors, students and our neighbors to join us and answer the question: how would you build the future?   By hosting this thought experiment via a community event in a local park, our aim was to connect the architecture and design community of Atlanta with new ideas and fresh insights, and learn more about how we can all shape our future. We got answers from architects, mothers, designers, artists and kids.   We now move that goal forward, online. At www.functionatl.com/CBE2011, you can see some photos of the event, add your own vision of the future and spur the conversation on by sharing through social media.

In a year when large building and construction companies still felt the economic ripples of a hard-hit industry, Brian Zeis, president of Anjer Construction, said the small size of his business gave them a strong advantage.   “Because we’re not staff heavy, our overhead is much lower,” he said. “That allows us to be more flexible with our customers and more involved in every step of the process.”   Anjer Construction was incorporated in Georgia in 1985 and has since been engaged in building, remodeling and home repair in the greater Atlanta area. Brian, who began his building career working in Los Angeles, is a member of Greater Atlanta Home Builders Association and National Association of the Remodeling Industry.   In communities like Decatur where Anjer does most of their work, it’s the personal familiarity that makes the small business such a success. Because the team at Anjer is small, homeowners know exactly who will be in their homes at all times. And, because they are well-known among the neighbors where they work and their customers recommend them via word of mouth, Anjer hasn’t felt the need to do any major advertising aside from job signs, which helps keep their overhead low.   While the economy has effected the size of his jobs in the past few years, Brian is now seeing people base their decisions on long-term savings rather than short term cost-cutting.   “A new product trend we’re seeing in 2011 is the use of foam insulation,” he said. “Sure, it costs more up-front, but the temperature and insulation difference is noticeable from the moment we put in the foam. The energy reduction is a big plus here.”   From kitchen remodels to full additions, Brian says his favorite projects to work on are the ones where the homeowners get more involved, even working alongside Brian on things they have experience or interest in doing. “A customer on one of our current projects is building the deck outside of the renovation we’re doing,” said Brian. And if a customer has a particular subcontractor in mind for part of the job, Anjer Construction is willing to work with them. “We have a great list of partners that we’ve been working with for 20 years on electric, plumbing, etc., but if the homeowner has someone else in mind, we are always willing to adapt.”

Oscar Wilde once said, “There is only one thing worse than being talked about, and that is not being talked about.”   Today, in the age of social media and the immediacy of Internet culture, public relations can be generated for a company 24 hours a day—from dozens of different platforms and almost any location. While traditional media still holds weight in the arena of public awareness, the interactive aspects of social media can and should be leveraged to provide a new level of content and information dissemination.   A carefully crafted PR campaign raises awareness and generates interest in a company and its products. “Buzz” used to begin with the media, but now the traditional role of media has shifted and can often be the last step after a viral social media conversation. By developing positive media relationships (on and offline) and increasing public exposure, companies are able to build their brands, enhance their reputations and increase their chances for continued success.   While social media is often part of an advertising or marketing campaign, many vibrant digital reputations begin and end with public relations. People often confuse PR with advertising, but the two are dramatically different. Simply put, advertising places ads while PRplaces news. Both are designed to elevate consumer interest in a product. Both often use the same media – print, radio, television and the web—but this is where the similarities end.   PR Builds Credibility   It is widely agreed that the public lends more credibility to articles and editorial content than to advertisements, and the same thing goes for sponsored versus organic online content. Public relations placements help form a favorable opinion through the third-party endorsement of non-biased industry authorities (namely members of the media). Consider which holds more weight – an advertisement about a company’s product or a positive article written about the best new product in its category. Or, a Facebook page with user participation and comments, versus a banner ad.   Bottom line? PR generates news coverage and news coverage builds credibility. It’s easy to toot your own horn. It’s more difficult to get the third party endorsement of the media.   PR is Cost Effective   In recent years, transparent fiscal responsibility has taken on a new importance in corporate America. The costs associated with display and broadcast advertisements, direct mail campaigns and event sponsorships have not been justified by the return on investment. Public Relations campaigns, however, have proven to be far less expensive than advertising campaigns, most obviously because the fees associated with space, production, media buying, etc., don’t apply. Another benefit to ROI; the messages and articles generated by public relations efforts may have more impact since consumers tend to pay more attention to stories than advertisements.   Longer Life Span   To the typical reader, an ad is like a butterfly – it can be colorful and attractive, but the exposure time in over in an instant as it flutters by. This isn’t the case with PR. A well-placed story can reap benefits for an extended period of time. For example, reprints of key placements can be displayed in showrooms and at tradeshows or generally distributed to customers and other contacts. And, what is online often lives there forever.   Story Personalization   The fundamental PR strategy is to place a number of stories in multiple media segments and outlets – from daily newspapers to trade magazines; local morning shows to national consumer publications.   Due to limited time and space, advertisements rarely provide ample room to personalize the message of a company or its products. A public relations campaign does and so does social media. By generating multiple story angles designed to reach different media outlets – such as trade publications, business journals, daily and weekly newspapers, city and regional magazines, and major national magazines – you enhance the number of published and broadcast stories about your business. Each of these stories educates the public on what the company and/or products are all about, and can be tailored to a unique company voice.   Remember—the goal of a public relations campaign for a building products company is to create and maintain interest, build credibility, establish its position in the marketplace and save money over traditional advertising. There are a vast number of opportunities within reach if a company has a well-crafted plan and the right team to execute it.

Contractors’ schedules are fast-paced and demanding. With more days spent out of the office than in, contractors often have little time to check email, browse the Internet, meet with sales or read publications. So, as a building product manufacturer (BPM), how can you best get your message in front of them?   To get a deeper understanding of contractors and their professional habits, Function: and iSqFt conducted a comprehensive study designed to garner supporting data that will aid in communication efforts targeting contractors. Some of our key findings include:   •Approximately 40 percent of contractors are accessing industry websites over two hours per week, while spending less than one hour per week reading trade publications. •Sixteen percent of contractors aren’t reading print at all, while only four percent don’t visit industry websites. •Eighty-two percent of contractors go online at the office only. •Three out of four contractors prefer industry websites as a better source of building product information over print magazines. •Sixty-eight percent of respondents felt that websites are a more trustworthy source of information than print.   For more, a comprehensive report and executive summary, along with detailed survey results, is available for download here.

Function: recently surveyed over 1,000 Manufacturers to examine the outlook for marketing building products in 2011. Through this research, we identified the direction of marketing plans, budgets and priorities in the building products industry. Click below to download a findings summary.

Function: collaborated with iSqFt on this study to gain insight into contractors’ professional habits and thought processes in order to aid the BPM in communication efforts targeting the contractor audience.

A new trend in architecture has emerged – practicality. Architects and designers are creating buildings that cater to the needs and lifestyles of the building occupants. The design focus has shifted away from the elaborate on to the functional; away from a focus on prosperity and towards a sense of social responsibility. It’s called “humanitarian design.” 
On July 15, 2010 Function: hosted a webinar entitled “Design with Conscience: Humanitarianism in Architecture.” A panel of experts – including media, designers and industry specialists – focused on this emerging trend of social responsibility in architecture. Discussion included the changing thought process of product specification that has coincided with the new design trend and ways that Building Product Manufacturers (BPMs) can communicate their products correctly to ensure specification in humanitarian design. Conversation also focused on how BPMs can be thought leaders in this trend through providing product educational support for architects and designers on products that would be appropriate for meeting the needs of humanitarian design projects.   Watch the webinar here, in four parts.

As an architect, a successful project is a combination of your vision and the right product specifications to meet your project’s design goals. To help building product manufacturers (BPMs) develop better products to meet architects’ design challenges, Function: is hosting its first meet-up June 11 at 10 am during the AIA 2010 National Convention and Design Expo in Miami. We will be touring 10 booths as a group to interact with products in person and talk with manufacturer experts. Exploring some booths together will provide BPMs with much needed feedback that can ultimately help us all design and build better buildings.

FUNCTION: HOSTED AEC CONFERENCE VIA TWITTER Hosted on Twitter, Function:140 was a day-long online conference designed to address topics of importance to the architecture, engineering and construction (AEC) community. Understanding that time is valuable and connectivity is critical, Function: planned the conference to reach the community in an innovative and efficient way. Using #Function140, Function: created an informal atmosphere for open discussion, questions and idea-sharing amongst industry peers.   Overall, the conference was a success, with participation from people across the AEC community including architects, media and Building Product Manufacturer (BPM) marketing professionals. Held from 10:00 am to 6:00 pm on April 16, conference participants Tweeted about the usefulness of social media in the industry, discussed industry trends, shared useful AEC blogs and exchanged ideas for coping with the difficult economy. Questions were asked. Advice was given. Experiences were shared.   As involvement in online social media in this industry continues to grow, Function: looks forward to hosting more of these events to promote dialogue within the community.  To learn more about future online conferences and events, follow Function: online @FunctionAtlanta.

Recently, Function conducted a Webinar on the changing face of media relations. We brought in some of the most well respected and knowledgeable media experts in the AEC community. As Function:’s principal and director of strategy, Dana Castle, asked our panelists – editors from leading industry publications – about social media, Internet versus print, and emerging trends and tips for PR professionals, a lively discussion ensued. We were impressed and enlightened by the things these media experts had to share and we hope you were too. In case you missed the Webinar, here’s a recap on some of the important things we learned:   Stories and Trends for 2010 Editors will push stories that appeal to their particular readership. Currently, these stories include the renovation/retrofit market; net-zero energy; and the fate of individual companies and practices during these hard economic times. Editors are still focusing on the “green” market and they noted that they’ve seen this particular market continue to grow and evolve despite the struggling economy. In fact, some of our panelists believe that green building will soon be mainstream. And, of course, Building Information Modeling (BIM) is still a hot topic.   How Editors Prefer to Receive Stories This should be of particular interest to PR agencies as well as to the marketing departments of BPMs. Editors unanimously agreed that the best way to contact them is by email. Don’t Blind Copy (BCC) or Carbon Copy (CC) a bunch of people to the same email, they say, and be sure to include as much information as possible – facts and figures, relevant photographs, etc. – so they have everything easily accessible. Follow-up calls after an email are welcomed and appreciated. As far as media kits and paper copies, most editors say not to bother sending them. And if you do send them, never send something that you’ve already sent- they’ll just throw it away. Make sure that the information you are including in a media kit is new and relevant. A few of the editors suggested putting a media kit online and then handing them a card with the link and password. Publishers do depend on info from PR professionals and truly value trusted relationships. However, they say that most readers lack confidence in claims made by Building Product Manufacturers (BPMs), so it is ideal when PR professionals can supply research and statistics from reliable third party sources.   Changes in the Media Based on the Internet The evolution of the Internet has changed the way publishers reach their audience. Print and Web content are now complimentary tools. Although some editors’ value one over the other, they all agree that print content is shrinking and Web content is growing.   Changes in the Media Based on the Economy The economy has also contributed to decreasing content in print editions of publications and more content online. Print, as the more expensive medium, is often the first to go. This means there are less places for stories in print publications, but our panelists noted that they are receiving more stories than ever. With less space and more competition, BPMs face a decreased chance of being featured in print (online, however, is growing). And finally, the economy has affected everyone’s ability to attend trade shows. Publishers are opting to go to more local shows and for letting a closer representative attend shows that are farther away.   Changes in the Media Based on Social Media Social media has also transformed the relationship between publishers and their readers. Publishers now have a direct connection to their audience and direct field contact. Editors use a variety of sites: LinkedIn (for business purposes), Facebook (for “fun” purposes), Twitter and blogs. Some publications have latched onto social media more than others. Those that have experimented with social media say that it has been helpful, but admit they still have much to learn. And they plan on learning more, aware that the presence and use of social media is growing. Some editors are skeptical about the usefulness of social media in this industry and advise BPMs evaluate the usefulness of social media for each of their unique needs.   Extra Advice for BPMs Editors see trends moving in such a way that BPMs need to start using BIM regularly and hiring consultants who truly understand the technology. These editors also suggested that BPMs join cultural or academic associations to increase their exposure to the public. But, like the advice they gave pertaining to social media, editors suggest BPMs only worry about joining associations that are beneficial to them and relevant to the work that they do. So there you have it – a look at the changing face of media relations. We are grateful to our media experts for providing information on upcoming trends, and tips for adapting to these changes. To learn more about this Webinar and upcoming Webinars, contact Ted Hettick, ted@functionatl.com or 404-524-3075 ext. 15.

Opening his State of the Union address with a reference to the periods of economic trouble America has faced and endured in the last century, President Obama appealed to Americans looking for answers about how to revive a still struggling economy. With his allusion to the ability of the American government to survive the Great Depression, Obama inevitably set himself up for comparison to FDR, the last Democrat to inherit a debilitating economic crisis upon his inauguration. When FDR took over the presidency in the midst of the Great Depression, he funneled US dollars into the public building market, creating large-scale public works and infrastructure projects that would ultimately transform both the physical and economic landscape of America.   A look back at this period of American economic history gives hope to those members of the building industry plagued by losses in both the commercial and residential markets. In order to achieve long-term success in improving the economy, the current administration must make large investments that will bring big returns. In 1933, FDRinitiated programs like the Tennessee Valley Authority, which included provisions to build schools and healthcare facilities and the Works Progress Administration, which built hospitals, schools and government-sponsored projects like parks and airports. Today, Obama’s stimulus funding provides the impetus for the same kind of building supported by the government seventy-five years ago: institutional building with a focus on education, healthcare, and government facilities.   While commercial spending continues to fall, the stimulus package creates opportunities for growth in institutional building. And if there’s one buzzword surrounding these opportunities, it’s sustainability. The key to healing a wounded economy is opting for changes that will offer a big payoff in the long term rather than quick fixes that will just require more spending in the near future.   What does this mean for building product manufacturers? Take a lesson from history and become involved in the public building investments that have been and will continue to be undertaken nationwide. To gain a competitive advantage, building product manufacturers must appeal to the architects and customers responsible for these building projects. With new energy efficiency standards rapidly being put into place, architects are specifying products that will contribute to energy efficiency and sustainability.   Funding for institutional projects has taken off in the past year and design-build companies with a green eye have come out ahead. College campuses nationwide are looking for ways to become more sustainable, and they are competing to fund projects that will build new green buildings and retrofit old ones for energy-efficiency.   Recently, the US signed a contract to begin construction on the USDepartment of Homeland Security’s new headquarters in Washington,DC. Building Design and Construction reports that this project, the first phase of which will be headed by joint venture Tishman-AECOM, is the largest federal construction project since the Pentagon was built. The total cost of this project, with an anticipated completion in 2016, is expected to top out at around $4 billion.   Building Design and Construction also reported in December that the state of California is undergoing three large-scale healthcare construction projects. The total cost for building the three hospitals is expected to be an astounding $4 billion. Building teams for the hospitals are collaborating to use the most advanced and efficient green designs available in the building market.   By offering products that meet the needs of the institutional market, building product manufacturers can not only make themselves more valuable in the construction industry, but can also play a role in revitalizing the nation’s economy.

A New Culture For years the American mindset was “greed is good” (á la Gordon Gekko in the 1987 movie “Wall Street”). We produced a lot, consumed even more and thought little of the impact our indulgence would have on the planet. Today, our culture is experiencing a tremendous shift toward conservation – fiscally and environmentally. Wastefulness is criticized; recycling is the norm; and organic, local food is praised and preferred.   As new generations – those that grew up recycling and took college courses like “Environmental Literature” – enter the workforce and begin to spend their paychecks, it becomes very important that businesses in all industries have a deep understanding of how to efficiently conserve the environment. Because it is those businesses that will gain the respect of a new generation and will ultimately thrive in the future marketplace.   So What Exactly is Energy Efficiency? It’s not a new concept, but it seems that energy efficiency is the term of the day (or year). According to the World Energy Council (WEC) definition, the idea is two-fold: Energy efficiency can be reached through creating products that don’t use up as much energy, and it can also be reached by making wise management decisions.   Energy Efficiency in the Building Industry Recent studies indicate that the building and construction industry is one of the industries that is most harmfully impacting the environment. According to the U.S. Green Building Council (USGBC), in the United States alone, the building industry accounts for: • 72% of electricity consumption, • 39% of energy use, • 38% of all carbon dioxide (CO2) emissions, • 40% of raw materials use, • 30% of waste output (136 million tons annually), and • 14% of potable water consumption.   For this reason, the building industry has become a leader in trends toward sustainability. And building product manufacturers (BPMs) are doing all they can to help. Through product development, energy modeling programs, awareness campaigns and tools for architects, employees and individuals, BPMs are working to lead the charge, so to speak.   A survey conducted by Building Design + Construction magazine found that more than four out of five AEC professionals answered that they would be “somewhat” or “significantly” more involved in green building within two to three years. Less than one in ten of these respondents believe that green building is simply a passing fad.   Because of these trends toward environmentalism and sustainability, now is a perfect time for manufacturers to capitalize on rising interest in energy efficiency. And as a new generation of architects, contractors, builders and designers emerges, manufacturers who focus on energy efficiency will see their supporters increase.   What difference will a focus on energy efficiency make?   A big difference, according to a report from the International Energy Agency (IEA). The IEA has predicted that a focus on energy efficient buildings, industrial processes and transportation has the potential to reduce the world’s projected energy needs by one third in the year 2050.1   Communicating Change Manufacturing energy efficient products or creating sustainable building programs is good, but communicating these products, systems and tools is essential. Although trends toward sustainability are here to stay, they aren’t met without resistance. There is still a great deal of greenwashing on the market, which causes uncertainty for product specifiers, as well as general consumers. Some building owners fear that incorporating sustainable products and processes into their building will increase initial expenses, while some architects and designers believe that sustainable or energy efficient products may not be aesthetically appealing.   BPMs know otherwise. Incorporating energy efficient products in a building can yield exponential cost savings over time. Sustainable products can be aesthetically pleasing. In fact, as the green building market continues to crowd, manufacturers are working harder to differentiate their message and ensure that communications are clear. But they can’t always do it alone. Often a partnership with a communications agency is a wise choice for BPMs.   Double the Efficiency A communications agency’s accurate and detailed research saves clients precious time and money. An agency’s ability to trouble-shoot, and expose inaccurate myths about energyefficiency as well as its ability to further expose and clearly articulate the need for sustainable building, holds unbridled value for any company marketing Green products in the architecture and building industry.   It is important for a company who wants to market green products to select a communications agency that is an expert in these areas of sustainability. Trends in environmentalism require constant research and attention; it is wise to pick an agency that already has a firm grasp on these trends. And finally, it is important to choose an agency that knows the audience you are trying to reach. When you are well connected to your audience, you ensure that messages about energy efficient products will be channeled to end up in the right hands.   At Function: we feel strongly about all of this because it is exactly what we have based our business on. It all comes down to being a specialized agency. At Function: our job is to connect BPMs to architects, contractors, and facility managers. We speak the language. We know the industry trends. And we know how to get your products specified. Bottom line: we’re connected to the audience you need to reach.   1 Science and Development Network. http://www.scidev.net/en/news/invest‐in‐clean‐technology‐saysiea‐report.html

There was a time that marketers reached their audiences solely through print – printed pieces of mail, printed advertisements in magazines and newspapers, and printed stories in those same publications. But that method of communications is quickly becoming obsolete. Print is the way things used to be – back in the day. And while print is still fighting the good fight, “the times, they are a-changing”.   Thanks to the Internet, the time when the line between publishers as content filters, and businesses, as content pushers is coming to an end. A new kind of communication is on the rise. Suddenly, publishers aren’t the only ones distributing content. As individuals, businesses and agencies created their own websites, they began to spread information themselves. Not only did the websites serve as sources for news; they allowed businesses to control the content. Websites developed into blogs, blogs into Facebook pages, Facebook into Twitter and so on. Social media is changing the playing field at an explosive pace.   Company blogs have become a portal for a company to establish a personal connection and “relationship” with its audience and clients. For too long businesses have been impersonal entities. Customers like to know what employees are doing during the day, what jokes are being told in the office and what kind of coffee people drink in the morning. It makes them feel connected- like the company they are dealing with is filled with actual people. Today, everyone is a publisher. And everything is content.   And consumers? Well, they want content. We are now, like it or not, a society on information overload. Information is at our fingertips. As Sean Callahan, Media Editor for BtoB Magazine, points out in a recent BtoB article, it’s all about providing something valuable for your audience. In today’s digital world, content is valued. And if you don’t provide useful information and valuable content, you’re going to be ignored. Not only does information need to be created that a company’s audience deems valuable, it is also important to provide masses of information that will be picked up by Internet search engines. More is better. Always.1   Matt Johnston, VP marketing and community for uTest, a software marketing service says it best: “content is king.” Johnston claims that 30-40 percent of his marketing company’s time is spent on content generation (or research or editing).1 So what type of content is important? Company news about products? Miscellaneous information? Personal anecdotes? Today the answer is all of it. Some would argue that it’s not only important; it’s necessary. Customers don’t only want to know about a company’s product; they want to know everything. In our information-filled society, more is better. Content is king.   Some industries are quick to embrace the “content is king” philosophy while others are more hesitant and see social media as irrelevant to their industry. But even these latecomers are beginning to test the trends. In the building and construction industry specifically, blogs, Facebook and Twitter are slowly being adapted. Although some building product manufacturers (BPMs) are slower to create company blogs, organization and blog-like websites such as AIA.org and Treehugger.com are becoming hugely popular in the industry. BPMs are gradually building Facebook pages and the Twitter community is beginning to fill with architects and a BPM or two. This is a common pattern in social media; some people and some industries catch on more quickly than others. And then over time, the trend increases until it becomes the norm.   As a business, take a look at your audience. Think about how they would like to hear from you, and what they would like to hear. Yes, businesses still need print – it hasn’t hung its hat up just yet. But when it comes to effective communications strategies (marketing, advertising and public relations), the rules to coming out on top are simple: Stay on top. Stay on top of content. Stay on top of changing trends. We are currently at an industry crossroads. And the bottom line is that businesses have the option of jumping on the content bandwagon or being left behind, sorely outdated.   1 Sean Callahan, BtoB Magazine, October 12, 2009

How can I reach media through new outlets? Is social media really effective? What stories will media be talking about in 2010.  This webinar is designed to answer those questions and more. This webinar featured a panel of editors and publishers from some of the most influential publications in the arcitecture, engineering and construction industry. By listening to the discussion, you will understand the growing importance of earned media and its place in the marketing mix, as well as how to use public relations more effectively to achieve your marketing and sales goals in the coming year. Recording will be posted soon. Please check back.

The BIM Webinar is now available for download. Click here to listen in as we connect with industry experts to discuss the impact of BIM on the Building Product Manufacturer, the sales cycle, how BIM contributes to green building and more.   For an executive overview highlighting key points from the webinar, please contact Dana Castle: dana@functionatl.com

Facebook, Twitter, LinkedIn and blogs have evolved into some of the most important communication tools in the business world. To address how Building Product Manufacturers can use Social Media to connect with their audiences, enhance their brands, and ultimately increase sales, Function: hosted a Webinar featuring a panel of industry experts.

As a society we have become increasingly aware of the impact of our behavior on the global environment. We have found ourselves, in a short period of time, altering both personal and business practices to become environmentally responsible. These changes are evident through the cars we see advertised, the products we use and the homes that are being constructedthe cars we see advertised, the products we use and the homes that are being constructed in our towns and cities. It has spawned a wave of reform among product manufacturers looking for ways to compete in this fragmented market, a shift that is particularly visible in the building and construction industry.   According to research conducted by the U.S. Green Building Council (USGBC), buildings in the United States account for 72% of electricity consumption, 38% of all carbon dioxide (CO2) emissions, 40% of raw materials use and 30% of waste output (136 million tons annually). As people look to increase energy efficiency, reduce waste output and help the overall health of their buildings and homes, manufacturers are diligently working on creating and marketing products that fit into a green category.   But it’s also spawned a new term: greenwash. No matter how many times you hear the term “green,” it doesn’t mean the same thing for even the same types of products, and some manufacturers are using the term rather carelessly. The market is now cluttered with sustainable products and green claims, and the onus to determine the validity of manufacturers’ claims too often lies with the builder, architect or product specifier. As you sort through the abundance of product information available via marketing materials, websites and on-sire meetings and seminars, the question has shifted from how do I find a green product that will fit my needs to how do I know if a product is truly green?   No answers without questions French anthropologist, Claude Levi-Strauss said, “The wise man doesn’t give the right answers - he poses the right questions.” While reviewing product materials and flyers, you should be creating questions that will challenge the manufacturers on their claims. Look beyond the data on the paper and ask the manufacturers how they came up with numbers, the circumstances involved in studies, the factors involved in product testing and what makes a specific product “high-performance.”    Any manufacturer should be equipped to provide detailed information on how and why a product is green. If you are speaking with a salesperson, and they refer you back to the marketing piece you just read, see if someone else in the organization can provide specifics. The need to provide these answers is one of the reasons some manufacturers have Leadership in Energy and Environmental Design (LEED) specialists or sustainable services experts on staff.   Take the time to ask the simple, but also the difficult questions. If a manufacturer is unable or seems unwilling to provide comprehensive information about why their product is green then it is likely the reason is that the product truly isn’t green.   This requires research, which requires time and resources. But think about this: How many people today purchase a car without reviewing Consumer Reports, asking a dealer some detailed questions or doing other research? The same process will apply to green products, and the people who are buying those products need to use the same diligence. At the same time, you’ll find that asking the right questions will not only make you wiser, but will help you create a finished project that will please even the most discerning clients.   Look beyond the label One challenge that those who buy green products face is how to determine the properties and factors that make that product worthy of a green label. Words like “natural” or “eco-friendly” are vague – they sound nice in marketing materials, but they are not words that are regulated or certified in any manner. People who are seeking green products should look for words like “recycled” or “organic,” which are more closely examined by the federal government. Products made from salvaged or recycled materials are definitely considered green, as  are those made from sources that are rapidly renewable. Then, too, products that save energy or water, or reduce pollution and waste from operations are also green.   Most important to builders is to keep the overall objective of the project in mind in light of the green aspect. According to Alex Wilson, president of BuildingGreen and publisher of GreenSpec, “Even in the greenest of projects, it is likely that many products will be used that aren’t themselves green—but they are used in a manner that helps reduce the overall environmental impacts of the building. Creating a green building means matching the products and materials to the specific design and site to minimize the overall environmental impact.”1   That means, for example, if you use bamboo as your wood flooring, it may appear that you are using a more sustainable option since it’s a rapidly renewable wood source. However, if the home you are building is in Georgia, but the bamboo is imported from China, the overall environmental impact of the product may be negative since much energy was used to get that product to market.    Bring it backup  One of the best ways to ensure that when manufacturers claim they have the best pr most green product, they are indeed telling the truth, is to look at what backs up their claims. Third-party certification can help you determine what products have had specific environmental claims verified. Because green certifications are voluntary in the manufacturing industry, they demonstrate that manufacturers are genuinely interested in being taken seriously by specificers who want to purchase products with verified green claims. The standards set by third party certifiers are often fairly detailed, and criteria is available online that can help builders or designers easily identify whether a certified product meets green standards. A few to keep in mind (though the list grows daily) are Greenguard, Green Seal, ENERGYSTAR, Environmentally Preferable Products, Forest Stewardship Council and Cradle to Cradle. In addition, the Federal Trade Commission has published a list of Environmental Marketing Guidelines that give manufacturers a list of rules to follow when marketing products as green.   The future of green products and sustainable building The demand for green – homes, products, food items, etc. – will continue to increase. A new study, released July 2008, by McGraw-Hill Construction and the USGBC found that in today’s tough housing market, 70% of respondents to the survey’s study said they are more or much more inclined to buy a green home over a conventional home.   As our basic economics lessons have taught us, supply and demand are interrelated – there will continue to be a wave of product manufacturers creating green products and making green claims. The building and construction industries are headed in the sustainable direction, but we all know that it will take a great deal of effort on everyone’s behalf to create a greener world. Nineteenth century social activist Elizabeth Cady Staton, said, “Reformers who are always compromising, have not yet grasped the idea that truth is the only safe ground to stand upon.” The more the industry researches products, asks questions and seeks the truth behind green-product claims, the less our environment will be compromised.    Dana Castle is the principal and director of strategy for Function:, an integrated marketing agency that specializes in reaching the building, architecture and design community. Responsible for business development and strategic planning, Castle’s industry expertise drives top-level campaigns. Castle can be reached at Dana@functionatl.com   1. BuildingGreen. GreenSpec products page. February, 2006.  http://www.buildinggreen.com/auth/article.cfm?fileName=090101a.xml 

In today’s tight market, competition is fierce. People and businesses are competing for jobs, clients and projects – using whatever means necessary to win. However, as the old adage goes, “Knowledge is the best weapon”.  As the market evolves, it is critical manufacturers not only know, but also understand, the latest industry trends, and more importantly, their target audiences to remain competitive.    As a marketer or sales leader, knowing your audience may seem like Sales 101. Nonetheless, product specifiers continue to find it difficult to work with many manufacturers’ sales teams. In a recent survey of specifier behavior, targeting architects and designers, Function: found out the most common mistakes sales representatives make when contacting product specifiers.     With the economy causing purse strings to tighten across all industries, mistakes, even small ones, can result in losing the business of current and prospective customers. Based on responses from Function:’s research and survey, here are the top five things not to do when contacting product specifiers:In today’s tight market, competition is fierce. People and businesses are competing for jobs, clients and projects – using whatever means necessary to win. However, as the old adage goes, “Knowledge is the best weapon”.  As the market evolves, it is critical manufacturers not only know, but also understand, the latest industry trends, and more importantly, their target audiences to remain competitive.    As a marketer or sales leader, knowing your audience may seem like Sales 101. Nonetheless, product specifiers continue to find it difficult to work with many manufacturers’ sales teams. In a recent survey of specifier behavior, targeting architects and designers, Function: found out the most common mistakes sales representatives make when contacting product specifiers.     With the economy causing purse strings to tighten across all industries, mistakes, even small ones, can result in losing the business of current and prospective customers. Based on responses from Function:’s research and survey, here are the top five things not to do when contacting product specifiers:     1. Do not waste time: The survey revealed the most common mistake sales reps make when calling on product specifiers was timeliness – not being able to provide answers when they are needed. In business today, time is of the essence. As the number of building, design and construction jobs are shrinking; competition is increasing.  Workloads are also increasing, meaning architects and designers have less time to spend researching products and working on specifications. One designer said that they would value the simplicity of dealing with one comprehensive source for all product needs (in a specific category) “if they know their product well so I don’t have to waste my time calling 15 people to get answers.”    Providing detailed product information upfront makes a specifier’s job much easier and will increase the chances to get a meeting that results in a sale. If questions arise during a meeting or presentation and you cannot answer them immediately, let them know you will need to check and provide detailed answers within 24 hours.    2. Do not call without knowing the firm’s focus/specialty: As a child it seemed that one of the most spoken phrases was “do your homework”. Though it may not have seemed to be a priority during school, in business – especially marketing and sales – doing your homework is critical. The survey sample group revealed that not knowing the firm’s focus or specialty was the second most common mistake reps make. Research a firm before calling to set up an appointment. Understand the firm’s focus, specialty and be able to mention their current or recent projects. While on the call, ask the architect/designer what their biggest challenges have been on recent jobs and how they define success.     Once a meeting is set, incorporate the information that the architect/designer provided into your pitch and presentation. Product specifiers want to know that manufacturers are knowledgeable not only about their own products, but about the needs of the firm and the projects that the firm has designed.     3. Do not provide irrelevant product information: When you schedule an appointment with product specifiers, provide information that is relevant to the meeting. Understanding the firm’s business and how your product fits into what they do will provide the flexibility to tailor the sales pitch based on their needs. The more personal, customized approach, the better. For example, if an architect is interested in learning more about your company’s products as they relate to LEED, discuss the products that can help achieve LEED certification and why. Do not discuss unrelated products or services. The more specific information and data a manufacturer can provide, the better chance they have of getting their products sourced.    The principal designer at a small residential firm said, “The biggest mistake manufacturer reps make when they visit is trying to show products that we would never use or wouldn’t need for our project type.”    4. Do not regurgitate information from marketing materials when answering questions: Often sales representatives only know a minimal amount about the product they are selling and that information is derived from marketing materials. Architects and designers have stated that while they are gathering information they will ask difficult questions to ensure that they are selecting the best product for their project. They look beyond the data on sales collateral and ask manufacturers how they came up with numbers, the circumstances involved in studies, the factors involved in product testing and what makes a specific product “high-performance”.      One respondent said, “If I can get what I need ¬– LEED information for submission, product specs – and if a sales rep knows what they are talking about, it’s key. A lot of companies don’t realize that education and sustainability is more than just giving people a couple of speaking points and a lot of reps are at a disadvantage with information. I don’t expect people to understand every intricacy, but I want them to understand the basics and be able to talk pre/post consumer content, where [a product] is manufactured, extracted…etc.”     Reps need to be able to discus their products in detail and know how the product could save money, work within a design, achieve sustainable goals or be incorporated into various technologies.    5. Do not leave out pricing information: Unfortunately, the best things in life are not always free. Budgets often control the building process and are a significant component of the specification process. An interior design director for an architecture firm recently said that when deciding what product to specify he “start[s] with the budget and work[s] from there. Budget helps narrow down options. Figure out what the image should be, consult the library and then once I’ve got a firm idea of what I’m looking for, rely heavily on the manufacturer’s reps.”   Manufacturers like to believe that their own products are the best fit for a project; however, for architects and designers making the decision whether or not to specify a product can often come down to the price. For firms working on a limited budget, cost is often the first consideration. Unless the rep is offering a unique product that is not available anywhere else, specifiers do not have time to wait for a price quote – they will find a comparable product and move on. Sales reps must be able to provide accurate and timely pricing and any other requested information to specifiers. During a meeting if there is a request for specific pricing information that is not readily available, give the specifier guidelines so that they can best determine how the product and price work within their budget.   Another designer from the study said, “It’s great to have the price available so you can come to a decision without having to dig for the cost.”     Do be a winner  Mary Kay Ash, the founder of Mary Kay Cosmetics once said, “Pretend that every single person you meet has a sign around his or her neck that says, ‘Make me feel important.’ Not only will you succeed in sales, you will succeed in life.”    To truly beat the competition manufacturers need to make specifiers feel important. Be willing to go the extra mile when it comes to training your sales force. Though it may seem like a race, make sure sales representatives take the time to learn about the company’s products, the latest industry trends and technologies and most importantly, the firms they are speaking with and the needs of the specifiers. In the end, showing specifiers that you really understand their needs, and not wasting their time by not understanding your products and tools will help you emerge a winner.       Data from Function:’s Survey of Product Specifier Behavior  Q: What are the most common mistake sales reps make when calling on you?    About Function:’s Survey of Product Specifier Behavior   In order to provide building product manufacturers with insight into how products are being specified, Function: conduct an in-depth analysis of the A&D community. Through creating an in-depth survey and conducting phone and insider interviews with architects and designers throughout the country, Function: was able to ask questions that helped further identify sales entry point based on decision-makers, company size and management structure. Complete survey topics included: firm size, specifier titles, product selection criteria, research preferences and sales communication preferences.  

Building Information Modeling, or BIM, is a design movement that has captured the interest of the industry and created a huge “buzz.” There’s still much to be learned about the opportunities and implications of this tool, which made it the perfect subject for a Greenbuild 2007 session.    “Integrating and Transforming Green Buildings with Building Information Modeling” was a 90-minute seminar highlighting how BIM can be utilized in the green segment. Presented by Nancy Bayly of Emory University, Bob Campbell of Holder Construction and Rohit Saxena of HOK Architects, the session examined how BIM technology can be applied in a range of different scenarios, from the standpoints of the architect, the contractor and the building owner.    Using Emory University’s Whitehead Biomedical Research Building as a case study, the presenters illustrated some of BIM’s capabilities and benefits, and shed some light on how it can be used to design and build greener buildings. Here’s a look at some of the high- lights of the presentation:    What is BIM, and what are the advantages of using it?  According to the National Building Information Model Standard Project Committee: Building Information Modeling (BIM) is a digital representation of physical and functional characteristics of a facility.BIM is a shared knowledge resource for information about a facility, forming a reliable basis for decisions during its lifecycle – from earliest conception to demolition.   Essentially, BIM addresses “whole building performance” using an integrated, “smart” modeling system. In the design stage of a project, the tools and digital representation that BIM provides can be used to virtually “build”, view and test the facility, make necessary revisions, and determine purchasing and assembly details with more accuracy.    What are some of the questions answered by using BIM?  Many questions are answered by using BIM, including:  •What are my product options for a specific application? •Will this particular product fit my project? •How much material will I need? How much am I using? •What is the impact on the environment? •What is the building’s energy performance?   How can BIM benefit the architect? The contractor? The building owner?  Architect Benefits:  •Technical Assistance and Design Flexibility: Allows architects to “try on” different products to determine potential opportunities without spending the time/labor revising designs.BIM software can tell an architect almost immediately if the potential product will “work” for the project. •Time Savings: Change orders and mistake corrections can be made swiftly and with ease. (Some additional time may be invested on the front end to launch program and input information.) •Anticipate Challenges/Environmental Factors: Simulation technology allows architects to predict environmental factors that may affect design decisions, such as the path of sunlight across a building.   Contractor Benefits:  •Planning/Preparation: Technology allows for fewer surprises; a “virtual walkthrough” can better prepare the team for construction and provides a common goal. •Liability Reduction: Clearly defines project responsibilities and parameters, fewer surprises during construction. •Time and Money Savings: Improved project planning and advanced product specifi- cation means off-site fabrication can be utilized, resulting in lower labor costs, less waste and faster construction time.   Building Owner Benefits:  •BIM-Generated Owner’s Manual: BIM projects provide building owners with a user-friendly “owner’s manual” of sorts, detailing the facility’s plumbing and electrical systems, ductwork, etc. •Expectation Management: Virtual walk-throughs and 3-D images provide building owners with a lifelike view of building features and details, creating a realistic expectation for the finished project. •Design Functionality and Detail Control: With opportunities to select and visualize building details to a tee, building owners can ensure that the details and functionality of the design suits their needs precisely – from choosing furniture for each room, to determining where outlets should be positioned for user comfort and ease.   What role can BIM play in green building?  •Improved Building Performance / Facility Testing and Analysis BIM can be used to analyze energy profiles, compare material specifications, etc. Changes can be made for improvements or adjustments identified by the team. •LEED Design Implementation - Environmental simulations and scenario viewing allow designers to consider issues such as daylighting, sunshade utilization, etc. - Architects can consider multiple products and determine how they will impact the performance of the building almost immediately. •Site Condition Analysis Detailed plans can lead to more detailed and efficient jobsite logistics, moving project planning and coordination to an earlier phase in the cycle – a theme congruent with green building principles. •Waste Reduction Precise material quantities are specified, resulting in less waste. This initiative can earn credits toward LEED certification under the construction waste management credits.   McGraw Hill estimates that 50 percent of buildings by mid-2008 will use 3D BIM modeling in their design. BIM presents a significant amount of opportunity across the industry – from architects and contractors to product manufacturers and software developers. While there is still much to be learned about the implications and opportunities surrounding BIM, there is no doubt that this technology has taken the industry by storm and will continue to do so for a long time to come.   

FUNCTION: Helps Support Young Architects and Designers as a Sponsor for Emerging Voices 08 and 48 Hour Design Competition Exhibitions Dedicated to Celebrating the Work and Talent of Atlanta’s Young Architecture and Design Community 

To help highlight the work of young architects and designers in Atlanta, Function:, an integrated marketing agency that specializes in reaching the building, architecture and design community, recently signed on to be a sponsor of the Emerging Voices 08 and 48 hour Design Competition. The exhibitions are hosted by the Museum of Design Atlanta (MODA) and presented by the Young Architects Forum of Atlanta’s AIA Chapter. The exhibitions will be open at MODA from October 16 through mid- December.

 “We are excited to be a part of these exhibitions and to have the opportunity to help Atlanta’s young architects and designers present their work to the public,” said Dana Castle, principal and director of strategy for Function:. “For years, Function: has worked closely with architects and designers throughout North America to gain insight into their views of the industry, which helps us provide clients with a deeper understanding of these critical influencer groups. Our sponsorship of the Emerging Voices 08 and 48 House Design Competition is another way for us to show our support for the architectural community and stay connected with our audience.”

 Emerging Voices is an annual competition that highlights the high quality work of young architects and designers throughout Atlanta. Established by Atlanta’s Young Architect’s Forum (YAF:ATL) and theAIA Atlanta Chapter, Emerging Voices provides a public forum for winning entrants to exhibit their work and draw attention to architectural practices in the area that might not otherwise be recognized by the architectural community. This year’s winners are ai3, Houser Walker Architecture and Ed Akins II.

 The 48 Hour Design Competition will be the first event of its kind and an annual tradition for years to come. Modeled after the “charette” – a pre-1900 exercise at the Ecoloe des Beaux in France – the competition will test the design ability of Atlanta’s students, designers, and architects (up to 10 years of licensure) to respond in a brief period of time to pertinent design issues facing the city of Atlanta. All entries will be exhibited in the gallery at MODA in conjunction with the Emerging Voices 08 exhibition.

For more information on Emerging Voices 08 and 48 Hour Design Competition, visit www.museumofdesign.org or http://www.aiaatlanta.org/members/index.cfm?menuval=members&Fuseaction=yaf.

Atlanta-based integrated marketing agency Function recently hosted a group of leading architects for a roundtable discussion to obtain a deeper knowledge of architects as an influencer segment in the building and construction industry, aid in the development of strategic marketing programs, and to keep clients ahead of the competition and privy to the latest industry trends.