February 2013 FOBS Magazine (Fencing Observer) English

February 2013

Volume 3 - Issue 2

Gelmo presents Profile Fence

SFB introduces Easy-Fix

Perimeter Protection Group launches webtool for online gate orders

AOS Stahl customer days

Facebook as a marketing-tool

2

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column the publishers

Sustainable building

R

Leo Grapendaal leo@fobs.eu

Rembrandt Happ el rembrandt@fobs.e u

ecently there was news

And yet, there should be possibilities for

about the European Union

people who think out-of-the-box. Fencing

keep looking for the potential

enforcing

has a few characteristics that could be of

of fencing in this area. On the

sustainable building better. In 2020

use: they usually cover a considerable

one hand because the tech-

buildings have to contribute for 25%

vertical surface and can therefore catch

nology of generating green

to the total target of using less energy.

wind, light and heat. Fencing usually has a

energy is evolving quickly:

Initially countries that haven’t even

limited number of functionalities, so they

for example flexible or even

presented a plan will be put on the spot,

should be able to do something on the

spray-on solar panels which

subsequently there will be focus on

side.

keep getting cheaper, or more

Fencing can enhance the aerodynamic

On the other hand because the

Energy friendly building therefore will

qualities of a building, by guiding the icy

concept of fencing playing a

probably stay in the picture in coming

northern wind to turbines on the roof.

role in energy management is

years. What will be the effect on the

It could carry vertically or horizontally

still new: there’s still a lot more

fencing industry? Apart from energy-ef-

placed turbines itself. It could heat up or

left to be invented.

mandatory

whether the plans are being executed.

Nevertheless, it is worth it to

and more compact turbines.

ficient manufacturing, you would initially

cool down water, or serve as a carrier for

say: not much. A fence is an outdoor

other energy generators such as solar

object which at the moment doesn’t sub-

cells. A number of these applications have

stantially contribute to the energy usage

already been introduced, but most of

of the building.

them are rather expensive for now.



fobs.eu

contents

3

imprint

Circulation: FOBS Magazine is published monthly in Dutch, English, French and German by Fobs GbR Weeze.

25 Gelmo presents Profile Fence

Our 5400 recipients are all fencing contractors, distri-

Dutch company Gelmo introduced the Profile Fence this January. It’s a new part of the

butors and producers all over

mission to beautify the outdoor environment with different fencing, which also adds extra

Europe.

functionalities.

4 SFB presents Easy-Fix

Editors: Astrid van den Brink Caecil Kersten

Italian company SFB is introducing a new

Leo Grapendaal

system to the market, in which the mobile

Rembrandt Happel

fencing consist of separate panels and posts, which are simply snapped together on site.

7 AOS organises customer day

Reproduction is only allowed after written approval by the publisher.

AOS Stahl organised a

Opinions in editorial and

‘customer day’ that allows

advertorial content are not

customers to get to know

necessarily the opinions

the company on 4 February.

of the editorial staff or the

11 Online gate order webtool

publisher.

Contact

The Perimeter Protection Group

FOBS GbR

have developed a tool for

47652 Weeze

fencing companies to order

Germany

gates online easily.

15 Facebook as a marketing tool

Phone: +49 2837 6631005

The number of people with a Facebook

E-mail the editors:

account has risen over a billion, but our

news@fobs.eu

industry isn’t very active on it. What is Facebook exactly?

20 New feature: photo of the month Win a Locinox construction radio!

Want to (un)subscribe? abo@fobs.eu Like to advertise? sales@fobs.eu www.fobs.eu

4

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Ferro Bulloni introduces Easy-Fix mobile fencing 1040 mobile fences on a single truck

I

talian company Sidururgica Ferro Bulloni (SFB) from Rogeno (near Como, 40 km north of Milan) is introducing a new mobile fencing system to the market, in

which the mobile fencing consist of separate panels and

posts, which are simply snapped together on site. This way, a single truck can carry materials for 2100 metres (1.4 miles) of mobile fencing. When the concrete plinths are delivered separately, you can even fit 3640 metres (2.43 miles) of fencing on a truck. By way of comparison: to fit 280 ‘normal’ mobile fences onto a trailer, you have to cram them in. This would give you only 980 metres (0.65 miles) of mobile fencing.

 Standard mobile fences take a lot of space.

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around the next post, so the mobile fence will keep itself upright, without any further mounting materials. The system was designed in such a way that once the posts are tied together with a mobile fence clasp, the panels can’t be lifted from the posts easily. This way, the risk of them being stolen is equal to standard mobile fences. Just like for standard mobile fences, struts are available for further stability enhancement.

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KRAUS

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SlidinG GAteS Costs  CEO Filippo Boghi says: “Some of our colleagues reasoned that in mobile fencing, quality is less important than price, because often the fences are already broken from tossing and throwing them around before they get a chance to rust. This attitude ensured that both the wire diameter and the tube diameter as well as the zinc layer thickness continually diminished over the last 15 years. That made for a cut-throat competition, because we have always tried to hold on to high quality standards as much as possible. But as the share of materials decreased, costs of transport kept increasing.

Transporting mobile fences means transporting mainly air. A standard mobile fence simply takes up a lot of room which makes for a large share of transport costs in the total calculation. And thanks to the continuous rise in fuel cost, transport costs have kept on growing.”

Transport Boghi continues: “That’s why we went looking for a system which would bring down those transport costs. We found it in our Easy-Fix system. Because you can fit three to four times more materials on a truck, the price per mobile fence is cut down by Pounds. Especially when the fences need to

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be transported over longer distances. Even storage becomes cheaper. And to sites which are difficult to access or sites with limited amounts of space to manoeuvre, you can take quite some metres of mobile fencing with small trucks or vans.”



Filippo Boghi

AOS organises customer day

G

erman company AOS Stahl from Wetter organised its first ‘Customer Day’ of the year on 4 February.

The customer day is a sort of open house for the

Let’s make better fences together

customers of the Deutsche Zauntechnik trademark, but on a

smaller scale and with lots of individual attention.

“The day is mostly meant for customers who don’t know us very well yet,” says CEO Oliver Schake. “More often than not, trading between companies floats on the personal contact with a salesperson. But behind the sales team, there’s a whole company which we want to bring closer to the customer through this day. I’m convinced that a customer day deepens and builds on a starting relationship with the customer. We can show what we do and why we do certain things the

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 The customer day is set up for a select group of 20 to 25 customers. The day starts with a company presentation, in which CEO Schalke speaks about the start, 10 years ago, and the vision he has for AOS. Next, the sales people show their customers around the production and storage warehouses.

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 There’s also a focus on innovation. “We show our customers and let them feel what novelties we’ve brought to the market over the past few months,” says Schake. “It makes a big difference whether you see something in a brochure or you’re able to hold it in your hands. And once you’re next to a product with a customer, there’s an open discussion about what’s good about it and what needs even more improvement. Those are important conversations for us and I wouldn’t want to miss them. We learn from them, while staying close to the customer’s wishes.”



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 During the day, there are constant opportunities for an open exchange of opinions among each other. “Besides from our company presentation, we value a good atmosphere.

We’ve set ourselves a goal of listening to our customers carefully and getting to know them.

What concerns them, what they would like to see changed, what they could use some help with. We think it’s important to know about all of these things, so we can respond to them. The evaluation of our first customer day for example, showed us that there’s quite a need for information on automated gate drives. That’s why we’ll be holding a seminar in March, where we’ll be provide information and answer customer questions, together with our suppliers, Sommer and Tschoeppé.”

Following a successful pilot late last year, this customer day was the first of six days planned this year. The next one will take place in March, and is already fully booked. There are still openings on the four remaining days in 2013.



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fobs.eu

11

Never again fax drawings

Perimeter Protection Group develops web tool for online gate ordering

O

rdering swing and sliding gates from wholesalers or man-

ufacturers was a cumbersome process up until now. The large numbers of different varieties

and the options within those varieties ensure that a manufacturer needs to know more than just “Give me a swing gate, four by two metres, green”.

To

manufacture

a

gate just the way the customer needs it, a lot of information is needed.

Should the leaves be filled with mesh? Or bars? Should those bars be square, rectangular or round? Should the leaves of the double swing gate be equal in width? Should they swing inwards or outwards? Do you need posts or wall hinges? Should the posts have a base plate? Which type of fencing comes together with the posts?

From which direction? These are just some of the questions that rise once an order comes in.



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Rolling system kits

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The planner

The

production

manager

The salesperson makes a sketch of the gate for his planner.

The planner makes a drawing and

The fitters

The sales representative

orders The drawing is sent to the

the gate

customer for verification.

with the

The production manager makes a production drawing.

manufacturer.

The drawing is sent to the welder.

The fitters are hoping that the welder made the gate to the salesperson’s intentions.

The welder

The order processor

 All of these questions make the course

salesperson or order processor. He in turn

rumour that’s passed on and on, eventu-

- from the moment a fencing installer

has to translate this order into a produc-

ally nothing is correct anymore. To make

tion order for the welders.

sure the welder makes the correct gate,

orders a gate to the moment a welder begins manufacturing that gate - relatively

there’s usually a reverse stream of informa-

long. Often there are multiple people

The fact that there are so many people

tion as well. Manufacturers confirm gate

involved. The salesperson who measured

involved with passing on so much informa-

orders extensively and send the produc-

the project, draws up a sketch for his pur-

tion, makes for a great chance at mistakes.

tion drawing back and forth again to the

chasing department. They convert the

Everyone in the industry will have dealt

customer for signing. But by the time that

sketch into an order for the manufacturer’s

with it at least once already. It’s like a

drawing reaches the person who

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 originally ordered it, he has already

But one small mistake in the stream of informa-

Sales manager Stephan Stephani

moved on to something else and isn’t

tion suffices to make a gate completely useless

of the Perimeter Protection Group

paying attention to the dossier in

for the project it was meant for. And that mistake

wanted to minimize the chance of

question anymore. If order confirma-

usually doesn’t come out until the gate and the

mistakes in this process. Together

tions are even signed by the person

fitting teams are already on site, turning a small

with his IT people, he built a web

who originally ordered them, this

oversight into a huge loss. The gate has to be

tool called Easydraw, which enables

usually is done without even looking.

manufactured all over again (at new delivery

customers to give all of the informa-

Just because there’s no time for going

times), the project can’t be completed and the

tion needed to manufacture a swing

over the whole dossier once again.

fitters have to drive to the project once again.

or sliding gate by just making



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 a few clicks. The tool automatically adjusts the gate drawing as soon as the right measurements are typed in and automatically calculates the dimensions of the different components, such as the diameter of the bars or the tubular sections needed for the gate posts. The space needed, such as the space needed to open the leaf of a sliding gate, is calculated automatically.

Delivery time

“We work with the tool on a daily basis. I’m already looking forward to the first update

“Working with the tool doesn’t only decrease

with new features,” says Swen Rebholz of Zaun

the chance at mistakes,” says Stephani, “it

Projekt Rebholz, in Hockenheim (Germany).

also cuts delivery times tremendously. Once all of the specifications are entered, the tool generates a PDF file, which is emailed to all parties involved automatically. This way,

gates. Accessories can easily be added with

everybody immediately knows what to do

a few clicks. Stephani is still working on

and what it’s about. Customers don’t need to

expanding to all of the other gates and access

confirm again, but manufacturing can get

control systems, such as speed gates and road

started right away.”

blockers. Eventually, all of the products in the product range of the entire Group need to be

Stephan Stephani

The tool can generate forms for tourni-

able to be ordered through Easydraw. The tool

quets and for swing gates and sliding

is available for customers on the website.

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fobs.eu

Facebook as a marketing tool

Build your network online

S

15

ocial media is becoming more and more important. In our January issue we published a chart which

showed how many people in the various European countries have a Facebook profile.

But what does Facebook add from a business point of view?



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 The fencing industry isn’t very active

itself has taken a back seat in our industry

on delivering good work and trust that

on Facebook yet. The number of you who

anyway. There is of course not nearly as

word of mouth will do the rest.

have a personal Facebook account will not

much demand for fencing as there is for

differ much from the national averages,

detergents or cars and there are hardly any

but the number of companies that actively

channels for reaching the right audience

put Facebook to use as an advertising tool

through commercials, posters or adds.

is very easy to keep track of. Marketing in

Fencing companies therefore are focusing



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fobs.eu

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1

3

The most visited websites in the world.

Word of mouth

Business and personal

 But precisely the fact that you are reliant on word

If you want to use Facebook as a networking tool for your

of mouth and a network of contacts in our industry,

company, you will however encounter one problem: how

make social media the perfect advertising tool.

do you keep business and personal seperate? You would

Working with social media is actually nothing

like to show photo’s of a nice fence you manufactured or

different than building networks times ten. Exactly

fitted to everybody in your business network, but you don’t

the same contacts are made online and there are

want to bore your friends and relatives with them again and

discussions about exactly the same topics as in the

again. The other way around, your business relations don’t

football canteen, at the meeting for young entre-

need to see you sitting in your folding chair, bare beer belly

preneurs and at your neighbour’s birthday. It just

and all, next to your caravan. You can fix this by creating

goes a lot faster, because you only need a single

subdivisions for different groups of Facebook friends. When

mouse click. Using Facebook in a business way

posting a photo, you can specify exactly which friends are

therefore is definitely worth it.

allowed to see the photo and which are not.



17

Control  The only thing you don’t have any control over, are other people’s messages and photo’s. Be careful with responding to other people’s messages by use of extreme political views or rude language, because if this other person allows the whole world to see his message, That marketing via social media works, is

generates over 100 million viewers). To put this

the whole world will also be able to

demonstrated by US company Ford’s Facebook

in perspective: a 30 second commercial during

see your response to that message.

campaign, during the introduction of the new

the Superbowl costs over 3 million Dollars.

If you don’t have any Facebook

Ford Explorer in 2011. That Facebook campaign

experience at all, you can start by

was more effective than the commercial during

sending friendship requests to just

the Superbowl (a big event in the US which

Foto: © Erik Qualman, Social Media 2013, op Youtube: fobs.eu/smrev.

a few close friends, so bloopers won’t travel across the globe right away. Once you’re a little more experienced, you can also add

See here how Heras, Zaunteam and Starmin share funny and beautiful pictures with the world.

business contacts and acquaintances to your friends.

Network The great strength of Facebook is the number of people you reach.

Your average Facebook friend has 130 friends, who all have an average of 130 friends themselves. Those friends consist of sisters and neighbours, but among them are also contractors, architects, municipal subcontractors and other commissioners. All of these groups of friends partly overlap, but every friend also has many friends you don’t have. If you post a photo on Facebook that’s beautiful or funny enough, your friends will share that photo with their friends. This way your message is spreading like wildfire. Just like now when you receive a call from somebody asking for a quote, because he heard from a colleague that the friend of the sister of that colleague was very content with the fence you fitted for the friend of the sister of that colleague, Facebook can also help you get orders this way.



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Photo of the month Participate and win a Locinox construction radio!

S

tarting in this issue, we will publish monthly a ‘photo of the month’. When you’re proud of a fence you fitted

or manufactured, you can show it to your colleagues in the industry this way. But you can also take a picture of a fence somebody else fitted. In your own area or on holiday far away from home.

Just because the surroundings are beautiful, or for any other reason.

One condition There’s only one condition that must be met: there must be a fence or gate in the photo. What kind of fence doesn’t matter. The fence can be in the foreground, but can also just be part of the landscape. Brand new or almost corroded away, steel or wood, cast iron or aluminium, everything is acceptable. We are not looking for a photo of the most beautiful fence, but the most beautiful photo of a fence.

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fobs.eu

21

Email to photo@fobs.eu Everything is allowed

is bigger than 10 MB, please use a file transfer

 You can make the photo more attrac-

website such as www.wetransfer.com.

tive with a shiny sports car, a beautiful

Win a Locinox radio!

woman (or man), an adorable puppy,

By participating in our contest, you automa-

playing children or a sunset. You can also

tically give

us full rights of usage of

Photoshop as much as you like, as long as

the photo’s

you send in. Therefore

please only

send us photo’s

the end result is nice.

of which you

Participate

own the

copyright.



Everyone can participate and the number of photo’s per competitor is unlimited.

The more photo’s you enter, the greater your chances of winning. We will publish the winning photo in A4 size each month and the winner receives a construction radio from Locinox.

Specifications Please send us the photo’s in their original size via photo@fobs.eu. If the photo

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Made a cool picture of a fence?

fobs.eu

Email to photo@fobs.eu!

23

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fobs.eu

Gelmo introduces Profile Fence

D

utch

company

Gelmo from Mook (near Nijmegen)

introduced the Profile Fence

this January. It’s a new part of the mission to beautify the outdoor environment with different fencing, which also adds extra functionalities.



25

26

fobs.eu

 The new fencing type consists of a bottom frame, on which folded bars are welded. The bars are welded onto horizontal, massive 10 mm rods on both sides, thus creating a solid construction. The Profile Fence has a height of 1 or 2 metres and has several added functionalities, besides providing a division.

Bicycles can be parked in it, but you can also sit on it. In part of the fence, the bars were bent in such a way, they portray a tree.

This way, the fence has a friendly appeal.



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fobs.eu

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Iron wire  The Profile Fence was invented by Arnhem-based architect Peter Groot, who thought of it through sticking iron wires into a piece of polystyrene. It’s especially suitable for dividing spaces such as squares or parks and decorating them at the same time. Gelmo owner Dick Bos says: “When a fence needs to be there for security reasons only, other solutions may be more suitable.

The Profile Fence does however block passers-by and divide a square, so it has a less chilly appearance, in an appealing way. By

Archite

ct Pete r Groot

building in benches and bicycle parking modules, you can cover many functions in one go.”



Design Gates Harry Boley Powered by Gelmo.

www.gelmo.nl

Rijksweg 14 | 6584 AB Mook | The Netherlands | T +31 (0)24 358 07 77 | F +31 (0)24 358 02 37 | E info@gelmo.nl

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fobs.eu

Modules  The Profile Fence consists of seven

iron) fencing from the consumer market, public services need appealing fencing as

modules. There’s a low and a high module

well. Especially if the fence also has added

with a built-in bench, there’s a module for

public functionalities. You see it so little,

parking bicycles, there are 3 tree modules

because it’s hardly been promoted yet. But

and there’s a connecting module. With

every architect we talk to is excited. And

these modules, everyone can put their

demand comes from everywhere,

own version together so every fence looks

from Sweden to Italy and we’ll

different. The modules consist of round

be fitting a Social Fence in

bars which are welded onto a bottom

San Diego, California this

frame. By mounting this frame to a foun-

March. An architect there

dation below ground level and putting

happened to see a picture

asphalt or gravel on top of it, it seems as

come by on Twitter and

if the bars are growing straight from the

wanted to buy it imme-

ground, which creates a fun added feature,

diately.”

especially if one of the tree modules is incorporated into the fence.

High-end Just like Gelmo’s other new fencing types, the Profile Fence is not for everyone. “The metre price for a fence like this is about 10 times higher than for a standard fence,” says Bos. “But there is definitely a market for it. Just like there’s demand for ornamental (wrought-



Innovative gate hinge and closer all-in-one!

SUREClose

®

Precision-engineered for greater strength and smoothness.

Patented design conceals hydraulics inside the post for a smaller footprint and stylish finish.

Dual thrust-bearings give capacity to handle gate loads of up to 680kg.

Made from high-grade aluminium housings and stainless steel components.

Flush Mount and Centre Mount options available to suit steel or aluminium gates (screw-on or welded).

Models with: Adjustable gate-closing speed, final snap-close (to overcome electric or coded locks), hold-open feature, and plain, pivoting style.

“S” nozzle denotes final snap-close action “V” nozzle denotes gate-closing speed

Click to view/download brochure (English) Animation: Click for Flush Mount model Animation: Click for Centre Mount model Adjustment nozzles (Tool supplied)

GATE OPEN AT 90˚

Tel: +31 (0)30 291 9847. Mobile +353 87 2860889 Fax: +31 (0)30 291 9998 Website: www.ddtechglobal.com E-mail: sales@ddtech.nl

fobs.eu

@F

O

B

S m

ag

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Next month in

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• A game involving commercial signs • A king’s fence for a king’s tree • Tangorail comes to Europe

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