the mash

An online advertising strategy that’s focused solely on calls to action may be working against your marketing goals in ways you don’t realize. While results matter, you can’t produce them without the right approach. Just like you wouldn’t ask someone to purchase something right when they walk through the doors of a brick and mortar store, your online messaging should take customers on a journey that’s more than transactional.

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.

Your office space could become someone’s home; states like Arizona will experiment with modifying the weather; and the pandemic will continue its’ disruption. These are just some of the ideas and events that lie ahead according to our Director of Strategic Insights Sandy Embrescia-Hridel's 2022 predictions. Read ahead for the 10 trends he believes will impact the building materials industry in the coming months.

Want to achieve more success in the remodeling industry? Check your relationship with your contractor customers. Once you’ve landed the loyalty of a contractor, there’s no telling how far your brand will grow. It can take some work, but we know all the ways to increase your rapport so they feel satisfied and can then leverage your brand.

In these uncertain times, bold leadership is imperative. Now is the time to invest and advance your company’s position in the market. Your leadership approach will have an direct impact on your business’s future success.

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 strategic planning season.

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.

Airports may be the next big center for commercial and industrial development. The birth of a new transportation-focused metropolitan sub-region, the aerotropolis, is on the horizon. How do your products and services fit into this new business model?

It’s the holiday season and we’re all thinking about giving (and getting). As you think about the gifts you’d like to receive the most, consider what you actually need. Especially when it comes to your business. Challenge yourself to add items to your wish list that will pay back in dividends, versus fix a simple want in the moment.

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.

Set aside some time to make a list of gifts that you, as a leader, will give to your business to make it more successful.

One guarantee in business is change.

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

It’s a musical playlist that gets me thinking about the complexity of “simple.”

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

When sales and marketing teams work collaboratively towards common goals there can be a quantifiable benefit to performance metrics.

We were half-way through the meeting when all of the sudden the Vice President of Marketing and the senior level decision maker in the room...

Your sales force can be one of your biggest expenses.