Sep 10
2
A year in the making
August 3, 2009 – My first day on the job at Wind-lock. My task: start a social media campaign to put our company ahead of the competition. My tools: a lifetime of computer training and social networks savvy. Sounds easy, right?
Unfortunately, social media for business does not work the same way as social media for a college student. From the start, we all made false assumptions about our strategy. We projected a rush of new Facebook fans immediately. We figured people would be coming to us on Twitter. We just knew we would be the next viral sensation on YouTube. And we thought blogs were useless. Quite obviously, we were wrong across the board.
Initially, our Facebook page consisted mostly of friends and family. Our Twitter account had next to no followers. And our YouTube videos still had single-digit hit counts. Despite our research, we were doing everything wrong. I couldn’t help but think that this was the worst possible way to start my career.
After what seemed like an enormous failure, we stepped back and examined how we were doing things. We took a closer look at the industries we serve and their needs, not ours. We know that the building industries are not always the first to adapt to new technology. It will take time before we will see a significant rise in activity on all of our social media channels.
We also looked at the way we were doing things. We changed our content on Facebook to be informational, not hard-selling. We began reaching out to other people on Twitter and starting conversations. We placed better tags on our YouTube videos (and even started producing some fun videos!). And of course, we accepted the value of blogging, and started the Tool Box.
In the past year, we have really learned a lot about social media. We know that there is always room for improvement, and that the use of social media is constantly changing. We always try to give our customers the best experience when communicating with us online and we’ll continue to change in order to do that.
What steps have you taken to bring your company into the world of social media? What successes and/or failures have you experienced? Let us know in the comments.
-Ryan
Aug 10
26
Why do you do what you do?
You may have read this headline and said to yourself, “That’s a dumb question; I do it to make money.” But, seriously why does your company do what it does? Somebody must have had a vision, a dream or a belief to start the company. Do you know what it was? Do you tell your customers about it?
In a recent company sales meeting, our team watched a video that made us think a little differently about how we sell our products (you only have to watch the first 5 mins to get the idea).
We pride ourselves on providing excellent service. We try to ship everything the same day it is ordered. We strive to have great customer relationships. But why do we do what we do?
Competition is everywhere these days and it seems like it’s all about price, but it doesn’t have to be. Try to appeal to the emotional side of your customer’s brain. Help them understand why you are passionate about what you do and what you sell. Tell them what you believe about your products and services and be genuine about it.
For example, Wind-lock sells insulation and weatherization products to give our customers more opportunities to sell profitable products. Yes, that is true, but isn’t it more appealing for us to say this: We sell insulation and weatherization products because we believe no home or building should have a high utility bill due to poor air-sealing or lack of adequate insulation.
You have to show your customers that you truly have a passion for helping to solve an issue or challenge. People don’t want to buy what you do; they want to buy why you do it.
So, I ask again – why do you do what you do?
-Ashley
Aug 10
19
The End of Financial Responsibility
When was the last time you made a ridiculous purchase? Did you buy a new car last week? Did you spring for that new yacht you’ve had your eye on? What about that eighty-inch plasma television? Probably none of the above. But, how conservative in your spending have you really been? Maybe not as fiscally responsible as you should be? People are starting to realize and agree that it’s okay. Everyone deserves to treat themselves from time to time, even in a down economy. And studies show that Americans are doing just that.
Despite the financial trouble that many of us are facing, consumers are purchasing unnecessary (fun) products and justifying the expense by cutting back on the necessary (boring) ones. It seems crazy to think that somebody who cuts coupons and buys the store brand cereal (anybody for a bowl of Bran Flakes?) would be hitting up their local Apple store to buy an iPad. But it’s happening.
The truth is, we as Americans are sick of being careful with our spending. We want to go back to having fun the way we did three or four years ago, but we still have to survive. Unfortunately, it’s difficult to assess what products are worth splurging on and what products are simply not worth it.
As someone in their early twenties,
I’m inclined to tell everyone to go with their gut and buy the entertainment center, put a down payment on a sports car, and of course send some of your cash my way. But, the reasonable adult in me has to think otherwise. I should probably be saving for a down payment to get my own house. And, people with houses should be considering what they can do to insulate and save energy.
So, fear not; people are spending money. We all just have to realize that insulating the gaps and cracks around your doors and windows with Dow Great Stuff is far sexier and more fun than an iPad (though I would never admit it).
-Ryan
Everybody wants the best deal. A distributor wants to buy at a good price and so does a contractor, but we’ve all heard that old saying “you get what you pay for.”
Is cost more important than your reputation and livelihood? Take for example this lawsuit for defective drywall.
If you dig too deep to get off-brand products or products you aren’t familiar with, you aren’t doing your customers or your business any favors. Sure, you might have bought the product for a little less money, but are you familiar with the brand? Do you know the manufacturer? Is the product approved and/or tested? What’s the yield?
At the end of the day, your customers want and expect quality products; they just have to be reminded that they get what they pay for.
-Ashley
Jul 10
29
The Cure for Old Fart-itis
About a year ago, while discussing the merits of a Kindle (e-reader) vs. traditional books with a dear friend and old-school purist, I had a revelation. We, as business leaders, need to free ourselves from Old Fart-itis and embrace what the recently (or soon to be) employed already know. They are the decision makers of the future and the present gate-keepers for many of today’s technologies, trends and purchases. The world is changing so rapidly that cutting edge is becoming obsolete almost as quickly as it is introduced.
When Intel brings a new processor to market, they already have its replacement developed. They make themselves obsolete! Google changes and adapts on a daily basis. And a presidential election was heavily influenced, if not won, by a grass roots social media campaign that energized a group of young people like nothing since, perhaps, the Kennedy election in 1960.
Facebook is here to stay and is a potential gold mine for businesses, offering a plethora of “free” marketing opportunities, allowing a company to post information and receive immediate reaction from the very masses it is attempting to reach. Twitter provides a virtual “mass texting” capability that offers enormous selling opportunities. Virtual real-time product demonstrations can be made through YouTube, and the chances for one’s products and/or services going “viral” are astounding!!
For those of you who are intimidated, remember your stereo/record player/receiver and sky-scraper speakers, as well as the scratched up vinyl that housed your music? Now think of your iPod and Bose docking station! How about your VHS recorder (flashing 12:00, of course)? It has only been a few years ago that they were the rage. Now it seems as though they never even existed. What about 8-Tracks? Cassettes? How about automobiles without air bags, or anti-lock brakes? Getting the picture?
Social media is simply a modern day version of the many evolutions we inhabitants of the world have experienced in both our personal and professional lives. Embrace these advancements! Enjoy them! Meet the challenges they engender head on! And finally, adapt and adopt them into your lives, particularly relative to your respective enterprises. Your survival may depend on it!!
-Ron
Jul 10
21
Whatever Floats (Trowels) Your Boat
Fred Astaire and Ginger Rogers immortalized the words in one of their most famous duets, “You say potato, I say potahto. You say tomato, I say tomahto. Potato, potahto, tomato, tomahto! Let’s call the whole thing off!”
That might be true about produce, but not about Wind-lock’s new Pavan Trowel. What does Wind-lock carrying a new trowel have to do with two of Hollywood’s greatest stars? In Italy these tools are called trowels; in America we call them floats. Trowels or floats? It doesn’t matter what you call them, Wind-lock’s new Pavan trowels are still great.
Pavan is one of the world’s most widely known innovators in quality-made tools for more than 140 years; their products sell throughout Europe, America and Asia. But what makes these reinforced plastic trowels so great? They allow you to float your finish in less time and with ease. But don’t take our word for it; see what our customers have to say:
“It has been the float of choice in Canada for over 25 years”
“It has the feel and weight of a finishing trowel which makes it the ideal float for finishing”
“Amazing feel, Amazing finish”
“We have been selling this float in Canada for the past 25 years, it is what the contractors demand.
Why not see for yourself what contractors have already known for more than 140 years, and order Pavan today!
-Sarah
Jul 10
15
Wiping it Up at Wind-lock
Last year, we added a product to our offering that may not seem like an important item, but many people have found a variety of uses for it. I’m talking about Boss® Biggies! These dual-sided abrasive wipes have many uses, both on and off a job site. Here are 10 ideas* the Wind-lock team has for using the Boss Biggies:
- Tara uses them to remove makeup
- Jason uses them to clean foam guns and Froth-Pak® hoses
- Ron suggested they are good for cleaning up old blogs
- Carter said they could be used to clean up your boss (Get it? “Boss” Biggies)
- Dan said they can be used to remove Froth-Pak or Great Stuff™ Pro off any surface, but he really likes the way they smell and he uses them as air fresheners
- Matt says they remove dried paint from his hands (he’s building a tree house for his kids)
- Jill says they are great for removing tape residue from a counter or window
- Dean had lots of ideas, he said the wipes will remove acrylic, enamel, epoxy, rubber cement, oil, silicone, grease, glue, ink, etc. (I think he cheated and read the label)
- Dennise suggests using them to wipe down your outdoor patio furniture
- Ashley thinks they might be useful in cleaning up that oil spill that BP can’t seem to stop (at least there would be a boss on site then!)
Have you used the Boss Biggies product? Let us know how you use them.
-Ashley
*Disclaimer- Wind-lock doesn’t necessarily promote all of the uses listed here as being responsible or effective uses of the product.
Jul 10
1
Transformer-Pak
I always like to hear stories of how people have found different ways to use a product outside of what it was marketed for. It shows that people are thinking creatively and being resourceful. Take for example, a Dow® Froth-Pak. This product is marketed as a two-component foam product used as a foam-insulating sealant to fill cavities, wall and floor penetrations, cracks and expansion joints. But, there are so many more uses for a Froth-Pak!
Among the Wind-lock customers we’ve found a couple of interesting uses. We have a customer who recently bought Froth-Paks to be used for set design on movies, specifically Transformers 3 (Our sales rep, Sarah is still working on negotiating a small part in the flick). We also sell Froth-Paks to a company who manufactures buses. We’re sure there are other customers buying it for other reasons, but we aren’t always aware of it.
Outside of what we’ve heard from our own customers, here are some other uses:
- Walk-in coolers, cold storage
- Pole and post setting
- Floating docks
- Greenhouses
- Pools and spas
- Tank insulation
- Tree surgery
Does this give you some ideas? Have you heard of any unique uses for the Dow Froth-Pak? Tell us what use you market it for.
-Ashley
Jun 10
24
Get Ahead of the Rainscreen Curve
As residential construction starts to come back in some areas around the country, you might be looking for opportunities to re-build relationships with these customers. Why don’t you start with telling them what you know about rainscreen systems?
You’re probably thinking “I’m just starting to turn my business on the positive side, why would I try to talk my customers into an additional product that is not specifically code required in the U.S.?” Well, consider this, maybe you could educate your customers about a rainscreen system that would meet the requirement for water drainage. Why not be the person that tells your contractor about this option? Your customer will appreciate your building science knowledge and business foresight.
While rainscreens are not specifically outlined in the code in the U.S., there are companies and organizations trying to change that. Current construction designs for some types of exterior claddings, such as stone veneer, don’t call for any specific drainage requirements. There is a code requirement in Canada and the Home Slicker® rainscreen 10 mm meets that.
Wind-lock has partnered with Benjamin Obdyke and can provide you with less-than-pallet quantities of their Home Slicker® products. Let us help you help your customers be on the cutting edge of what’s next for code requirements.
Tell us if you are currently selling/using a rainscreen system?
-Ashley
- Ugly Access Panel
How many times have you walked into a beautifully decorated, modern hotel only to find an ugly access panel glaring at you from the ceiling in your room? It’s clearly been painted over several times in an attempt to conceal the rust. Yet, no matter how hard they tried it still doesn’t look nice.
Stealth Access Panels by Wind-lock® are the solution to this design nightmare. Stealth Panels are designed to blend seamlessly into any drywall ceiling or wall. Made of GFRG (glass fiber reinforced gypsum), they are lightweight, easy to install and can be easily textured. Whether painting, wallpapering or even using a Venetian plaster, the Stealth Panel will finish just like the rest of the ceiling or wall. You don’t have to sacrifice style and décor when you need an access panel.
Do you have an ugly access panel in your building or have you seen one somewhere else? Send us your photos; we’d love to find the ugliest access panel out there! E-mail them to tara.loftus@wind-lock.com.
-Tara
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