GreenIntel is less then 48 hours away from reporting live from West Coast Green. Be sure to follow us on Twitter at @GreenIntel (#WCG09) where we’ll be posting the stats and info you’ll want to know about our rapidly changing industry.
Here’s some of the show’s highlights to wet your appetite:
Keynote speaker, Ray Anderson, Chairman & Founder, Interface, Inc.
Solar forums
Water systems
The art of selling green
The value of certification
Social media strategies
…and more.
We will also be posting images throughout the day right here on Build Intel – so check back frequently and enjoy the view from West Coast Green without even leaving your office.
A few weeks ago we shared some tips to help you leverage LinkedIn as part of your business strategy, ultimately demonstrating that the business networking site is key to creating personal connections with other industry professionals. Anyone can do it and everyone should do it.
On the other side of the coin, one of the most popular social networking sites, Facebook, and its 300 million active users, provides many opportunities for you to connect directly with your customers IF it works with your marketing strategy. In fact, more than 10 million users become fans of Pages each day. Read on to examine a list of important considerations for adopting a Facebook Page along with ways to start measuring success.
Facebook will work for you if:
Your company or brand already has fans in place (people like and talk about you)
You are a destination brand that does not need to spend time recruiting “fans” (Facebook is not a recruitment tool)
You have multimedia content to publish (and want shared)
You need to build awareness and support around events, milestones, etc. (spread the word)
You desire to make relationships directly with customers (warts and all)
Need an example of one company who followed the rules and succeeded? Earlier this year our client Target leveraged their mass following and put $3 million in the hands of the fans with the Bulleye Gives campaign. They decided how 10 national charities received a portion of Target’s $3 million in weekly charitable giving.
With this information in mind, Facebook should never be used as a trial program (a social site like Twitter is more appropriate, but we’ll get to that in the next part of our series). Also, know that measurement and pass along are more difficult to track due to privacy settings.
Good news coming from the government last week. No, the healthcare problem wasn’t solved, but new home building increased in August, led by a significant increase in multifamily construction. While single-family home starts fell for the first time in six months, multifamily starts jumped 25.3 percent in August after falling 15.3 percent in July.
Multi-Housing News Online
A gain in multifamily housing starts? Lets just say we haven’t seen much of it this year, aside from the special guest appearance in February. Starts for July dropped back to the historic low of April (80,000). According to market statistics published by Multi-Housing News Online earlier this month, the impact of the $8,000 first-time homebuyer tax credit had minimal impact on multifamily construction. Without credit and government assistance, don’t expect this trend to continue. “Restrictive credit conditions make it nearly impossible to secure financing for a new multifamily project. Continued inactivity in multifamily construction is likely to result in rising rents when inventory is finally absorbed and demand returns to something closer to normal.”
Multi-Housing News Online also recently released its Global Forecast. Without going into much of the details, we can report that gray clouds will continue to shadow most of the market for the foreseeable future. Although you might see a break in some areas, particularly in California and the American South. On the contrary, Property & Portfolio Research (PPR), an independent global research and advisory firm, forecasted an upbeat story line for the U.S. in about 24 months.
While it appears that things are improving, it’s best to continue to look at all of this information with a grain of salt until we see consistent behavior. Housing data is volatile and subject to large sampling and statistical errors. The government often makes revisions to its reported figures. After all, August is only one month and the statistics sent mixed signals to the industry. Multifamily figures can also be influenced a great deal by a few large construction projects each month. Because of that, economists don’t consider it the most important data in forecasting the market.
Who’s got a prediction for September? It’s a safe bet it will be up… or down.
It’s never too soon to be thinking about The Internal Builders’ Show (IBS). In fact, it’s just under four months away now (January 19-22) and most exhibitors should be deep into their planning.
In anticipation of our annual pilgrimage to the Show, we’ve put together a list of things we expect to see this year:
Different shades of green
Social media integration
Information on tax credits and energy rebates
Fewer new product launches
Less people (NAHB is currently projecting 70,000, which is an increase from last year)
Smaller exhibits
Too much Vegas
Although attendance has dropped steadily over the past few years, and understandably so, the Builders’ Show is still the best opportunity for manufacturers and suppliers to reach the largest group of existing and potential customers at one time.
Like everyone else, we’ll be paying close attention to the attendance, as it is likely to be another indicator of current market conditions as well as a sign of what to expect for the remainder of the year. One more thing is certain: by this time the Show starts, we’ll have a better understanding of the future health of the industry knowing the status of the first-time homebuyer tax credit.
In any regards, we’re looking forward to seeing old friends and meeting new ones. That’s a given…
West Coast Green is less than two weeks away. Get 20% of ticket prices. Our Managing Editor Christine Costa will be in attendance. Follow her on Twitter – @GreenIntel.
And here is the new ad campaign from the National Association of Homebuilders urging the extension of the first-time homebuyer tax credit
Do you know what crowdsourcing is? Don’t worry, you’re not alone. A recent SmartPulse poll from Smartbrief on Social Media asked leading marketers how interested they were in incorporating crowdsourcing into their business. 48% of the respondents didn’t understand crowdsourcing well enough to say.
Smartbrief on Social Media SmartPulse
For those of you who fall into this group, crowdsourcing is defined on Jeff Howe’s blog as “the act of taking a job traditionally performed by a designated agent (usually an employee) and outsourcing it to an undefined, generally large group of people in the form of an open call” (Lets use people for the sake of this conversation, like most people do). Crowdsourcing has become more popular with the advent of social media, creating efficient and affordable ways to connect directly with your end user. Some of the World’s largest companies are exercising their options and reaping the benefits. And in the current state of the economy, there’s never been a more important time to engage with your customers. It’s only going to become more attractive as social media activity continues to grow at the current breakneck speed.
Lets apply this concept to the building industry. Product manufacturers can use crowdsourcing to:
Enhance products
Improve service
Update resources
Strengthen marketing
Spread news
Influence others
You might be concerned about losing control, but in many respects, it’s no different than your traditional focus group. Crowdsourcing provides you with a meaningful way to enter social media channels, or in some cases, create your own. And talking directly to your customer through these channels and other mediums eliminates the unanswered questions and assumptions that have long been associated with your planning, wondering how they will respond.
The benefits of involving your customers in the marketing process can be bountiful. Not only are you improving your products, services and message, you’re also fostering a greater loyalty towards your brand and presumably cultivating new fans, all increasing the likelihood of upgrading sales. Customers want to get involved, why not invite them to the team? After all, you often need new talent to stay competitive.
Yesterday marked the start of National Hispanic Heritage Month. Hispanics, referring to Spanish-speaking people in the United States of any race, are the fastest growing and largest minority group in the U.S. representing $1.1 trillion in purchasing power. Currently 14% (44 million) of the U.S. population, the Census bureau projects that the U.S. Hispanic population will reach 102.6 million by 2050. It’s time to pay attention to this under served and influential demographic. In this economy you can’t afford to lose another sale, or in this case, an opportunity to gain more.
For those in the building products channel, Hispanic Americans continue to be an emerging buying group with both population and purchasing power on their side (Hispanic homeownership rates have steadily risen since 1995, reducing the gap between whites and all racial and ethnic minority groups) – more so than any other minority group in the U.S. including Asian, East Indian and Italian Americans, according to a new white paper from Kleber & Associates.
Pew Hispanic Center
Sure, it’s easy to translate your next press release, but first you need to learn how to adapt your marketing strategy to the needs and wants of the growing Hispanic demographic. Consider these insightful tips from HispanicMarket.net:
If the Hispanic market in your city is 50 percent of the population, then allocate 50 percent of your marketing budget towards it. If it’s 30 percent of the market, then allocate 30 percent of your marketing budget towards it, and so forth.
Don’t just join your local Latin Chamber of Commerce, get involved by participating in luncheons, fairs, expos, festivals, educational/scholarships and other community activities! In other words, get involved with your Hispanic community.
Provide bilingual signage — especially if you want to communicate with your customers about retail specials and other in-store promotions and services.
Hispanics have long relied on the basic word-of-mouth tactics in their everyday culture. In today’s digital society, it’s only natural that the Hispanic population is turning to online social media outlets not only to keep in touch with family at a distance but also to do business.
As it stands now, more and more marketing budgets have added earmarks for the purpose of Hispanic outreach. They’ve clearly recognized the potential. Stay a step ahead of your competion. Chances are if you’re first, mind share will translate to market share.
The importance of energy efficiency has become highly standardized and widespread among the green building industry. We all recognize the effects energy use has on air pollution and global climate change, but what about its drain on our natural resources?
Water efficiency, though commonly overlooked, is now becoming a major global concern. As stated by the Environmental Protection Agency, “about 70% of the Earth’s surface is covered by water, but only 1% is available for human use.” That 1% is continuously being depleted, which is why it’s crucial that we embrace water efficient practices. It’s time to bring the connection between energy and water efficiency to the forefront of green building dialogue before this dark horse runs dry.
The good news is that water efficiency standards are now being set higher, so contractors, builders and architects have the opportunity to lead the charge in conserving our limited amount of water. Following are two stand out initiatives from the EPA’s Office of Water highlighted in a speech by Michael Shapiro, its Acting Assistant Administrator, that pave the way for new levels of water efficiency in green building.
WaterSense Certification and products – Think of WaterSense as the buzzword for water efficient products, just as Energy Star is to energy efficient products. The goal of the WaterSense program is to reduce water use across the country by creating an identifiable label for water-efficient products. In the three years since its formation, WaterSense labeled products are estimated to have over 277 million gallons of water per year. In the near future, look for the WaterSense “New Homes” label that raises the bar in home water efficiency by combining water-efficient products, enhancing design features, and providing education to homeowners.
Green Infrastructure Initiative – This strategy is based upon building storm water management systems that mimic natural hydrology. For members of the building industry, green infrastructure practice will include elements such as rain gardens, porous pavements, green roofs and cisterns. See the green infrastructure initiative in action in Chicago.
Along with these efforts to save on water use, we have to mention a no brainer, which leads us back to energy efficiency. Energy generation is one of the main culprits of excessive water use, so if we reduce our overall energy consumption, water efficiency will follow. Energy Star suggests taking advantage of organizations such as Portfolio Manager to track water and energy use together. By doing so, builders have the ability to track and assess the correlation between energy and water consumption. The proof is in the numbers, so learn what Portfolio Manager can do for your business today.
It’s been a long seven months, but the NFL season is here. In the spirit of the season, we thought we’d play our own version of Monday Afternoon Quarterback and rank the five top stadiums in the league. Design, location and price are all taken into account. They may not be earth shattering designs, but they’ve made their way into conversations because of the popularity of the sport and their contribution to the experience.
You’ll notice a trend that three of our top five stadiums have retractable roofs. This is the way professional teams are heading with unique weather patterns stretching across the United States. Let’s get to it. But before we start, please note, we haven’t been to all of these stadiums, but this is America after all so we’re privileged to our own opinion…
5. Lucas Oil Stadium – Indianapolis, IN
Home of the Indianapolis Colts, Lucas Oil Stadium was designed by HKS, Inc. and opened its doors for the start of the 2008 season. The stadium features a retractable roof and a window wall, allowing the Colts to play outdoors while offering a fantastic view of the Indianapolis skyline. Elements of kinetic architecture provide for a quick conversion of the facility to accommodate a variety of events. The stadium looks very retro on the exterior due to Indianapolis’ fascination with the historic field house appearance of its sports venues. With a price tag of $720 million, the stadium can seat 63,000 spectators for football games and offers 137 luxury suites – including eight field suites that offer the opportunity to see the game up close and personal. The stadium also has two Daktronics high definition scoreboards, each one 97 feet wide and 53 feet tall. Lucas Oil’s retractable roof is the only one in the country with two moving panels that meet in a peak above the center of the stadium. The roof also boasts the largest opening – a 4.5-acre hole to the sky – of NFL stadiums with retractable roofs.
4. Qwest Field – Seattle, WA
Designed with the help of Microsoft guru Paul Allen, Qwest Field is the home of the Seattle Seahawks. Ellerbe Becket, in association with Loschky Marquardt & Nesholm Architects, designed the 1,500,000 square foot project. An obstacle during design was the relativity small site for an NFL stadium. Upper-level seats were cantilevered over the lower sections to fit within the limited space. Seats were also angled and lower sections brought closer to the field provided a better view of the playing surface than typically seen throughout the league. This set up also provides the Seahawks with one of the better home field advantages in the NFL. On the north end of the stadium, downtown Seattle is visible. The designers intended for the structure to visually compliment the visible Seattle skyline. It has a vertically orientated scoreboard at the top and bleacher seating for 3,000, called the “Hawks Nest”, at the base. The south end was also left partially open to allow views of Mount Rainier. Qwest Field was completed with seating for 67,000 and allows for 5,000 to be added for special events. The stadium has 111 suites and over 7,000 club seats. Two distinctive arched roofs cover nearly 70 percent of the seats, leaving the rest of the stadium and field open to the elements.
3. Reliant Stadium – Houston, TX
The first stadium in the NFL with a retractable roof, Reliant Stadium is the home of the Houston Texans. The stadium has a seating capacity of 71,500 and had a price tag of $352 million. Designed by HOK Sport (now known as Populous) and HSC (Houston Stadium Consultants) the stadium can also be configured to utilize space for meetings, exhibits and concerts. According to the architects, “the high-tech facility offers a sense of transparency with its futuristic roof fabric and expansive areas of glazing. These materials provide a bright, open-air feel to the facility’s concourses and gathering spaces. At night, the building glows from within, exuding excitement.” The stadium has over 7,000 club seats and 166 luxury suites. The retractable roof can open or close in seven minutes. The stadium won the Merit Award for Architecture in 2006 by the Houston Chapter of the American Institute of Architects.
2. Lambeau Field – Green Bay, WI
Home of the Green Bay Packers, Lambeau Field opened its doors in 1957. It is the only true retro-look stadium in the NFL today and stands alone when compared to the other stadiums listed in our countdown. Lambeau was the first stadium built for the exclusive use of an NFL team and is the longest continuously occupied stadium in the NFL. After undergoing a $295 million face lift in 2003, seating capacity rose to 72,928 and the unique seating bowl remained. Why get a roof or artificial turf when you can play in temperatures as cold as -13 degrees Fahrenheit? Lambeau Field was named #1 in stadium experience in all of professional sports in ESPN The Magazine’s Ultimate Standings. You can’t beat the heritage. But it begs the question. Why aren’t they number one on our list?
1. Cowboys Stadium – Arlington, TX
The NFL’s first $1 billion facility is the crown jewel of all stadiums. Home of the Dallas Cowboys, the stadium has a retractable roof, a league-high 300 suites and a seating capacity of 80,000 (second largest to Washington’s 91,704). Stadium renowned architects HKS, inc. designed the facility and the stadium opened just last month. For what it’s worth the $1.15 billion price tag does have its flaws. The video board (the world’s largest 1080p HDTV at a cost of $40 million) hanging above the field stretches from one 20-yard line to the other is actually low enough to be hit by teams having to punt (see below). That doesn’t affect our grade. Fun fact – the roof required 2,000 gallons of each of primer and finish paint. This stadium is slick and will be hard to top for years. The 4-page press release comprehensively lists all of the firsts it has accomplished (in typical Jerry Jones fashion). “Unique” and “progressive” might be an understatement. This might be the best stadium in the world, period.
These modern marvels are America’s finest. Their designs are amazing and the game day experiences are unbelievable. They can’t be beat. If you don’t agree with us, we’d love to see your list.
The next time we do this list, it’s a safe bet “green” and “efficiency” will be two of the most important factors in determining the best.
GreenIntel is less then 48 hours away from reporting live from West Coast Green. Be sure to follow us on Twitter at @GreenIntel (#WCG09) where we’ll be posting the stats and info you’ll want to know about our rapidly changing industry.
We will also be posting images throughout the day right here on Build Intel – so check back frequently and enjoy the view from West Coast Green without even leaving your office.
It’s never too soon to be thinking about 
