Building A More Relevant Brand

In the world of advertising, endings can bring about better beginnings. The decline of cable in favor of streaming means the ability to target TV audiences at a more granular level than ever before. Learn how Connected TV (CTV) and Over The Top television (OTT) give you key advantages when trying to use your ad dollars as wisely as possible.

How do you mitigate the damage of a downturn on your business, or better yet, turn it into an opportunity to grow? Learn five important things to keep in mind from our principal and founder, Bill Rossiter, as we enter the second half of 2022 and face the distinct possibility of an economic recession.

Many companies are increasingly enamored with their earning numbers, reflecting the cocktail of low supply and high demand that’s taken hold recently in the building materials industry. But what are the consequences to your business when you become too content with the status quo? Read on to understand why this thinking is ultimately dangerous to the bottom line.

True innovation isn’t just about being new or different. Anyone can develop and introduce a new product. The bigger challenge is, is it relevant enough that someone will actually buy it? Discover Interrupt founder Bill Rossiter's definition of innovation and read his argument for why companies that aim to outperform the competition must dig deeper.

Your product has incredible features. But how will people feel because they chose it? We’re talking about the power of emotional versus rational appeals with our executive creative director and brand strategist, Anita Holman, who explains why stirring an emotional connection with your brand is a must-do if you want to stand out.

Is technology changing to meet consumers’ evolving needs or are consumers changing as a result of what technology enables? Like the chicken and the egg, it really doesn’t matter which came first. Consumer expectations and technology will keep changing, and if your brand is too chicken to keep up, you may be left with egg on your face (pun intended). Read on to learn why sharpening your digital CX is essential to your business survival.

We need to be more focused and creative in leading the development of workforce solutions. The challenge is to find motivated workers and convince them of a career in construction, offering opportunities for on-the-job training.

In a rapidly changing digital landscape, businesses must be aware and compliant with new data protection regulations. As regulations evolve, companies need to rethink their marketing approaches to successfully reach key customers.

COVID-19 has impacted industries across the country. The digital space has now become the most important place to focus your efforts in order to bridge the gap and continue to connect with customers.

Success grows out of a smart brand strategy. Effective branding helps your business stand out in an increasingly competitive market. Explore key concepts to consider as you develop and plan for your brand.

Your ultimate goal is to outperform the market and your previous year. Given your channel mix, how will your business be impacted by the potential 1% shift, and what is your plan to leverage it?

It’s easy to get so caught up in the B2B world that you forget to take the consumers’ everyday world into account. It’s important to remember the lives consumers are living each day.

The Interrupt Team just returned from attending AIA 2019, the American Institute of Architects’ annual architecture conference, in Las Vegas and has some key takeaways to share.

Marketing partnerships can create exponential success for the brands involved. Value-added, expansive audience, corporate-startup, and long-term strategic partnerships all offer wider exposure and an increased customer base for companies of all sizes and backgrounds.

Like many antiquated processes, yesterday’s marketing approaches no longer fit today’s buyers. Modern consumers demand a more personalized, long-term approach, which is defined by the new term known as lifecycle management.

Did you know you provide a customer experience (CX) as an individual? Similar to the way a business ensures their customers are getting the best experience possible. The way you interact with each person you come in contact with is an opportunity to make a positive impression.

The NAHB International Builders’ Show is always an exciting event for our team and clients and this year was no exception. Garnering the largest attendance in years (topping 100K attendees), the show was jam-packed with impressive exhibits, new innovations and plenty of energy. In this post, you’ll find our collective thoughts and takeaways from the biggest IBS in more 10 years.

The nature of business is changing even faster and more rigorously than in decades past. Marketing will serve as the main driver of this change, delivering greater customer experiences and more relevant business strategies through comprehensive data analysis.

When you let fear stand in the way of growth, you’re failing. Sure, it feels great to be comfortable but if you stay stagnant and avoid taking risks, you’re essentially hurting your business and chances for exceptional growth.

Senior Account Manager, Mark, gives us insight on how he helps his clients look past their competitors to find unique sources of inspiration so they can lead their category.

Today, you can’t win business with fishing trips and golf outings. If you’re selling to the trades and businesses, you need a deeper understanding of your customers’ pain points, their business’ success factors and how you can help their business outperform their market. It’s a journey and in this post, we’ll help you get started on the right path.

After all the effort spent on building a strategic plan, 90% of companies still fail to launch. In this article, we define clear ways to achieve your goals and make sure that the important time spent on planning doesn’t go to waste.

After attending the AIA Conference on Architecture 2018, I put together my key takeaways from the show floor. All in all, manufacturers need to take more steps to invest in innovation and conceptual ideas. The brands that do this are standing out amongst the crowd. Also, education is huge but it’s all about providing real knowledge, not product benefits. Make architects understand why these products help them with their projects. Keep reading to find out more.

While walking the AIA 2018 show floor, our Senior Account Executive Emily Johnson appreciated the unique use of product to draw architects in brand booths. Despite the gorgeous aesthetics and interactive activities, the lack of organization around the all-important CEU offering was a major drawback for attendees and the manufacturers who worked hard to draw a less than favorable crowd.

They say age is just a number. But when it comes to an aging workforce, numbers matter.

Architects don’t want to be sold to, they want to be involved in a meaningful conversation.

“What gets measured gets done.” That simple statement is a guiding principle for us — both at our agency and with our clients.

Part 4 in the Killer Customer Experience Series

Your customer is on a kind of scavenger hunt.

Define and profile key customers. Part 2 in a series.

2017 International Roofing Expo (IRE) took place in Las Vegas, NV from March 1 to 3.

In project management, risk is the likelihood of something not going according to plan.

Part 1: Lessons from the House of Mouse

We had the opportunity to attend the Hanley Wood “Builder Connections” conference in Dallas recently. It’s a great concept.

Manufacturers and suppliers need to wake up to how tech is changing LBM.

Home builders, like most business people, have straightforward motives.

The way your customers interact with your brand through the purchase process will continue to shift.

Expanding your company’s social graph is critical to being able to reach both consumers and trades.

Expertise in the building materials channel is what ensures you get results.

First, remember that planning is a process, not a project.