Target your audience

The secrets of fiade and horne sh

By Charles Cibella Creative Connection Pompano Beach, FI.

T:ven in today's digitally driven -E..onornu. trid" shows and home shows are still going strong.

Trade Show News Network lists hundreds of annual events on its Web site, www.tsnn.com. There are nearly 30 events under the hardware and paint classification alone, and well over 100 listings that could be characterized as home shows or home and garden shows.

In fact, nearly every medium- to large-sized metropolitan area hosts some form of home show annually, and many cities host several during the course of a year.

That means that for many businesses the challenge is how to choose which of the many available expositions to use.

For example, Corky Ellis of specialty distributor ASI Building Products, Tampa, Fl., has narrowed his participation down to a few shows ayear.

"There are a lot of different shows out there," he says. "We look at what shows will directly help develop business for either ourselves or our customers."

An enthusiastic home show user.

Ellis says timing is a key factor in choosing which show to patronize. "Vinyl fencing, porch rails, patio covers, gazebos, arbors, decks and docks are among the products that we supply," he explains. "spring is when people really start thinking about those."

In addition to timing, budget is always an issue when considering a trade show or home show. Booth rentals can vary from as little as a few hundred dollars for a small booth to many thousands of dollars for a choice, high-traffic location at a major exposition.

Most successful trade exhibitors will point out that such expositions are only one of several tools they use to reach potential customers. Madden Manufacturing has used home shows to generate new leads for nearly 20 years, and takes part in at least four shows a year, along with several other expositions. But other marketing tools also play a role, according to Mike Madden, who oversees much of the company's trade show activity.

"Our market is in carports, screen rooms and roof overs, primarily for the mobile home industry," he says. "With that kind of market niche, we're very high on service and pay a lot of attention to detail."

Madden adds that the opportunity for one-on-one exposure makes a trade or home show an esoeciallv effective marketing toot. "People can actually view what you're selling up close," he says. "They can't do that with a direct mail piece or newspaper ad. That's a huge advantage."

Once a company has identified the show or shows that have a place in its marketing plan, the next step is to design and build a display that cuts through the noise and confusion of the trade show floor.

Madden Manufacturing's display features large pictures, product mockups, and other visually interesting materials. In addition, the company pays particular attention to where a show is being held.

"One of the things that we can't forget as a manufacturer that supplies products nationally, is that there are regional differences in architectural styles, material preferences, even performance issues. Those differences should be reflected in the display," Madden notes. "Depending upon where we are exhibiting, we'll try to tailor our booth to that market usins regionally-specific photographyl regionally-appropriate products and anything else that might make a homeowner in that market believe that we understand their market."

Instead of custom designing a display, many dealers and distributors take advantage of prefabricated display units. Generally lightweight and easy to assemble, these units can simplify the process of preparing for a trade show.

Madden notes another prerequisite for a successful show: organization. "It's important to be able to locate items you need while you're talking with someone," he says. "You have to be organized."

And be prepared to follow up on the leads you generate, adds Madden.

While Madden notes that attendance at some shows has slowed down, the leads that are generated seem more qualified than visitors in years past.

"In the past, a lot of things that happened at home shows involved drawings for freebie giveaways in every booth. But companies are now getting away from that," he says.

As a result, he says, "Most people we are seeing now are there for a purpose."

Clearly, the same thing can be said for those manning the display booths.

ABTco Quicklap'" 16"

Multi-Lap Hardboard Siding

ABTCO'

O A deeply embossed, cedar grain texture with bold shadow lines for the appearance of natural wood

O Easy installation using standard cutting and fastening tools

I Resistance to warping, splitting, cracking, cupping and delaminating t Available in three high demand profiles

O 30-year limited substrate warranty l

Available at LP Rocklin - 800.348.1400

Callfor more details on Quicklap'" and other ABTco Hardboard patterns inctuding Cedar Panel, Cedar Lap and Smooth Lap ready for prompt shipment.

Treater Opts For Hassle-Free Computing

A new concept in comPutingrenting software functionality over the Internet-is taking hold and proving its worth in the building product distribution industry.

Prompted by recent growth, Pacific

Wood Preserving, a $35 million distribution company based in Bakersfield. Ca.. has turned to DMSi to deliver computing service through an Application Service Provider (ASP) model. The new ASP sYstem allows Pacific Wood to minimize the demands for an expanded IT shoP, all the while continuing to grow.

According to Ron Laughlin, chief financial officer of Pacific Wood Preserving, DMSi's powerful ERP Agility application adds the ability to track material via bar codes, automating complex tracking and inventory management processes for large quantities of goods shipped in for treatment by a myriad of customers. But DMSi's new ASP option keePs him out of the IT business, freeing him to focus on his customers and the overall business.

"I had spent half of my time buYing servers, worrying about data lines, and trying to get Tl lines to plants," said Laughlin. "Now I don't have to worry about that. The faster I can offload the headaches of servers and infrastructure problems, the better off I am going to be. I think the flexibility that DMSi offers us really fits well with our company and the fact that everyone is mobile. They can Plug in from their home or their hotel room to check on inventory."

The shift in service delivery methods allows access to business applications over the Internet to Web browsers anywhere, anytime. DMSi's campaign to take its state-of-the-art software application to the Web is instep with the industrY's emerging focus on the ASP model as the computing forum of the future. It will allow distributors enhanced pay-asyou-profit flexibility, guaranteed security and continuous access to the latest technology.

The SouncE oF Quaurv for your manufacturing needs: o Hardwood lumber & hardwood plywood products r Panel products - melamine sheet goods; particleboard & fiberboard o Domestic & exotic veneers o High pressure laminates o Architectural millwork products - produced on our site to ensure the highest standards of quality

"By moving the comPlexitY of a distributor's physical computing infrastructure to a sophisticated ASP data center with end-user access via the Internet, our customers will lower the cost of system ownership for their respective IT departments by eliminating server/mainframe level capital expenditures and the attendant technical staffing requirements," said DMSi vice president of customer service Dan Vogt. "Ultimately, we want our customers to be able to use technology to help build their businesses and be able to do so without the Pain of dealing with increasingly complex computing environments."

Call today; (800) 244-1'696' (909) 357-7730

10330 Elm Ave., Fontana, Ca. 92337 ' Fax 909-357-7743 www.Petermanlumber.com

The shortage of skilled technicians coupled with the increasing demand for sophisticated web, LAN- and WAN-based applications have ripened the need for an industry ASP solution. DMSi's ASP offering allows for delivery of its software applications via the Intemet, from an off-site data center, on a subscription basis.

To access this new service, distributors will need browser access from their workstation and a simple network to manage the Internet connection and shared printers.

Building product distributor benefits include:

. Simple set-up and maintenance, eliminates the need to build and maintain a complex corporate server and communications environment reducing software deployment time to a matter of hours

. Reduced up-front capital outlay and on-going infrastructure costs, allows distributors to pay for services as they're used, maintain predictable IT costs regardless of company growth, and avoid the issues related to staffing and managing in-house technical personnel

. Guaranteed security and uptime, 24x7 x365 monitoring, immediate problem resolution, reliable backup and disaster recovery facilities

. Continuous access to the best technology housed in the most sophis- ticated data center environments eliminates costs associated with obsolete or underpowered systems.

Weyerhaeuser Looks SHARP

Three more Weyerhaeuser facilities in Oregon have been added to the state's Safety & Health Achievement Recognition Program (SHARP).

Newly enlisted are Weyerhaeuser's pole plant in Wilbur, timberland operations in Springfield, and Trus Joist facility in Junction City. Seven other Weyerhaeuser operations earlier earned SHARP awards, including Beaverton customer service center, Beaverton recycling center, Coos Bay timberlands, Cottage Grove lumber operations, Eugene building materials distribution center, Portland containerboard packaging, and Western Timberlands TOPS operations in Springfield.

To earn SHARP status, an employer works closely with Oregon OSHA to evaluate current programs, correct safety hazards, and develop and implement safer processes. The program stresses self-sufficiency and continuous improvement. An annual review is required to maintain SHARP status.