This week as I was reviewing my Twitter feed, I came across a tweet from green building consultant and guru Arlene Stewart on the forthcoming energy codes. The title of the report that Arlene linked to is “Are You Ready for the Mandatory Measures in the New Green Building Codes?”, and it is required reading for everyone in our industry that wants to get a feel for what is happening. These codes and the mandatory aspects are just the start; there’s more coming, and I expect some to be good for our industry and some to be bad. The key is educating yourself on what is happening and making the necessary preparations. And that will include working with the big suppliers; attending industry workshops, forums, and shows; and of course, making sure you monitor media like Glass Magazine to stay on top of the latest.
- This is my last blog of the calendar year. I’ll be back at it the week of 1/6, unless something big goes down.
- Once again this week, USA Today went after the USGBC and green building in schools. I am really enjoying that such a major media outlet is going so hard after this. And in my opinion, it has been dead on. The flaws within LEED are pretty obvious, and it’s great that they are being exposed on a national level. A lot of time and resources have been squandered chasing points instead of true sustainability.
- Happy Anniversary to the fine folks at Heitmann & Associates, as they celebrate 46 years in business. Congrats gang!
- This very cool article on the Top 12 Memorable Marketing Campaigns of 2012 got me thinking: Which marketing campaigns in our industry would make a list like that? So, without further delay, my picks for 2012 are:
- Overall champ: TGP. They have had a tremendous year in the marketing space, really well done. They have done it all well, including social, print, and call-to-action pieces. The Razwick family and guys like Devin Bowman and Chuck Knickerbocker are already excellent, and this approach just makes them more so.
- Best magazine ads would go to Kawneer and Cardinal. Both groups came up with sharp, readable and eye-catching pieces. I also liked PPG’s “hugger” ads.
- Best mixed media and promotional push: YKK AP. They are active and energized,and just constantly pushing the envelope. Their effort at AIA this year (among other trade shows) was incredible and will be a challenge to top.
- Last, for best use of social media: the gang at Guardian. They have embraced this approach and really owned it. It’s like having a whole additional media outlet at your disposal. And yes, I'm sure I might have missed some folks in my very unscientific approach, so please feel free to point out anyone you think deserves some props!
- While I'm off for a few weeks, the NFL season will end, and I need to give props to reader Dan for calling out that the Dolphins might win more than the Jets this year. That still could happen, as the Dolphins have played much better than I thought, and the Jets have played worse. My playoff predictions look pretty solid though; the Baltimore-Chicago Super Bowl is looking pretty shaky. We will see…
- Well, that’s all for 2012 folks. Thank you to everyone who reads and comments (both publicly on here and privately to me). I truly appreciate it. I know this blog has evolved from a biting, sometimes nasty take on things, to a kindler, gentler piece, but yet you all have stayed with me and continued to support the effort. Thank you. My best wishes to everyone for a very happy holiday season and a happy, healthy, a profitable 2013!! See you on the other side!
The author is founder of Sole Source Consultants, a consulting firm for the building products industry that specializes in marketing, branding, communication strategy and overall reputation management, as well as website and social media, and codes and specifications. E-mail him at MaxP@SoleSourceConsultants.com.
The opinions expressed here are those of the individual author and do not necessarily reflect those of the National Glass Association, Glass Magazine editors, or other glassblog contributors.