Focus on marketing

I imagine most of us get a Staples promo mail at least occasionally, so most of us got one last month that proposed that we should all go outside. The message, ostensibly to kids, is “Get outdoors and have fun…. Promotes creativity and imagination…. Reduces screen time…. Promotes family bonding…. Encourages greater appreciation of nature….”

OK. But the essence of business is thinking. Even the bullies of the business need to think about strategy and tactics separately and plan campaigns accordingly. So what is Staples thinking? Who is doing the thinking? How do the tactics support the strategy?

First, there is an interpretation problem. Staples is an office-supply chain. To some, it would appear the last thing an office-supply chain would want is for people to go outside. The last time I checked, Staples does not sell trampolines, canoes or baseball bats. The sound of it is great, but the connection is elusive.

Of course, while the message appears to be directed at kids, it is likely not. It is likely directed at women. This brings up an interesting side note, since it once was considered immoral and illegal to market to kids, since they have not reached the age of reason and are too easily manipulated. But we got over that in the ‘40s. Here in the ‘20s, such things as bonding among the office supplies has more coherence. Possibly. At minimum, it has more coherence in the marketing community, if not with actual customers. It may be a convincing example of marketing group-think.

LOCAL MARKETS ARE NOT ALIKE

The idea of marketing group-think is an interesting one. For example, if the essence of business is thinking, the ability to separate oneself from the herd implies independent thinking. On its face, independent thinking is the opposite of group thinking. It’s the difference between owning a company and a company being owned by a committee. Staples comes to mind. I am guessing none of the readers of this magazine qualify their customers, then tell them to spend their remodeling budget on a Carnival Cruise trip, bonding notwithstanding.

Our media group-think has given us to think recently a great deal about being a “herd.” We should all run this way or that because Kim Kardashian says to. “Influencer lives matter.”

If there has been one driving force in marketing over the past 30 years, it has been “digital.” The herd had run to spam in the ‘80s to dot-coms in the ‘90s to MySpace to Facebook to Twitter to Instagram to SnapChat to TikTok…. The herd is chasing the will-o’-the-wisp of free exposure. World fame. Go viral. It’s easy. All you have to do is post a YouTube video of yourself getting shot in the face with a can of pepper spray, and you get thousands of “views.”

The problem is, most readers of this magazine don’t sell into Romania or Patagonia. Most of our readers sell locally or regionally, with some spillover into the United States. If you think about it, how many customers from Arizona can you attract with a video of your dust collector?

PIQUE CUSTOMER INTEREST

Going back to the basics, we all know we need to identify a market, target that market, stimulate that market and sell to that market. “Stimulate” may have many meanings on YouTube, and could get a lot of views as clickbait, but essentially “stimulate” means public relations. A message of quality and value to get customers interested before you propose a sale.

But that’s all so ’30s. Who does that anymore? The herd is off to the races.

However, if you think about it, have you ever seen an interesting topic pop up on YouTube, then noticed it’s slated to run an hour and 12 minutes and known you simply don’t have time? It would be different in print, where you could skim, highlight, file and save in the space of a coffee break. Further, if you have ever thought that, might not your customers feel the same? It’s fairly average for people to read two or three times faster than a video tracks, and the information tends to stick.

VALUE FOR VALUE

Does this mean all things digital are wrong? Not necessarily. But it makes sense to think about the value – the ROI. When you spend money on your website, a promotion or just plain selfies, will it achieve the desired result? Tactics are campaigns; strategies are results. Will the money you spend do what you want?

It is worth going to the world of digital marketing to discover the state of digital marketing.

I think by now everybody accepts that the allegedly “free” world of “search” comes with a heavy cost. Search-engine companies worldwide are coming under

FOCUS ON MARKETING 2020

scrutiny by governments, competitors and consumer groups. When Google started up, for example, it was common to search for some simple idea and get over 100,000 pages to which you could refer. Then came adwords, Google Search, etc., and now the same search can produce tens of thousands of pages of ads — many of which have no relevance, whatever to your interest — and either few or no actual results.

As the world of search has been populated with, by now, hundreds of millions or billions of commercial messages, each vying to override the rest, the ad world is struggling to find people willing to take yet one more blind leap of faith. For example, two weeks ago, on July 15, you could have attended a paid webinar entitled, “Respond to an Expanding Digital Audio Landscape: How advertisers can reach growing audiences with automated buying.”

Interesting, eh? To clarify, the summary says, “Despite repeated predictions of its imminent demise — first at the hands of TV, then video, then the internet — radio is not dead. Far from it. With technical advances, however, radio broadcasters and their advertisers struggle to embrace an expanding landscape.”

So while your advisors are pulling out all the stops to get you to “buy digital,” the best minds in marketing are reverting to … radio. We did not listen in to find out whether they recommend AM or FM.

DIGITAL EVOLUTION

Meanwhile, the world of information seekers is in a panic. It is beginning to appear that nothing can be researched

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without the approval of commercial or special interests. For one current example, the grunting mob is tearing down every vestige of the antebellum South. They say it is racist. Fair enough. However, a great number of those vestiges were placed as appeasement. The Civil War almost destroyed the U.S., and we in Canada forget that we both fought on and financially supported the Confederacy. Arguably, Parliament Hill should fall.

I, personally, have had at least one e-address or another, non-stop, since my first CompuServe address in 1983: 70713.300@compuserve.com. The effect has been that we can see the evolution of digital marketing as a time-lapse video of stupid.

TRUST: STILL IN STYLE

Absurd? Not a bit. And when the snarling, slobbering, claw-footed mob turns up on your street, try reasoning with a tweet and let us know how it works.

Back in the CompuServe/AOL/GEnie days, there were public forums. Most were civil most of the time. However, no matter what the topic, somebody would show up and try to disrupt, then complain and then control. You could have a bird-watching forum, and

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FOCUS ON MARKETING 2020

Debbie Leahy would show up from the Animal Radical Forum and castigate you for watching birds. Debbie was an elementary-school teacher back then. Last I heard she was ramrodding PETA’s Aspin Hill headquarters. People like Debbie could never understand that animal

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Back then, everybody had to login with a real name and account, secured with a credit card. For all I know, she could now be presenting as Puce Starfish or something.

FIVE SIMPLE STEPS

Regarding objective research, try using Google to find the story of a relative or other minor citizen from the mid-’70s or before. They are gone. Newspapers once carried obituaries, and you could find out things — moms and dads, siblings, birth and death dates and causes of death. In libraries you could find out that terrorists took over part of the Philippines in the early ’70s or who was advertising wood industry machinery in Canada during the ’50s. All that is going or gone. No commercial value.

There is a social cost to letting the slobbering set drive the car. However, our job as manufacturers is not that expansive. We do need to understand some basics. First, that much of what we have been promised by digital marketing has not come to fruition. Second, we can always reassess our marketing strategy. Third, that we need to focus on our market and worry less about the advertising solar system. Fourth, we need to target our resources where we will find the greatest potential for return, even if it’s radio. Fifth, once we have determined the proper medium, we need to focus, clarify and refine our message. Everything hangs in the balance.

If you play your cards right, who knows? You may be able to order up some playground slides from Staples.

WOOD Filings

Biesse raises €50 million loan BNL BNP Paribas Group has structured a €50 million loan for Biesse Group, a multinational company based in Pesaro, Italy, with 4 business divisions, 12 production sites and 39 subsidiaries and representative offices worldwide, leader in the processing of wood, glass, stone, metal and advanced materials. The loan is said to be an innovative form of financing whose economic conditions are attached to precise environmental and social sustainability goals that are constantly monitored and measured.

Quebec students nab WMIA scholarships The Fairfax, Va.-based Woodwork

ing Machinery Industry Associa

tion (WMIA) Educational Foundation annually awards scholarships to those who want to study, and eventually pursue a career in, wood technology, machinery and related fields. To date, the foundation has provided more than $480,000 US to assist talented students with furthering their educational and career goals. This year, the foundation’s board of trustees selected students representing five schools, including the

École Nationale du Meuble et de Patrice Lavoie L’Ébénisterie

(ENME) in Quebec. Patrice Lavoie of the ENME Montreal campus and Aline Moreau at the ENME Victoriaville campus were two of this year’s 17 scholarship Aline Moreau winners. Ryerson and Machines Italia release survey

The Ryerson University + Machines Italia Awareness Survey 2004-2018 results are now available. The Machines Italia awareness surveys collect data on trends, stringent issues, motivations, and future plans of capital investments and technology purchasing of machinery from North American manufacturers. The surveys were administered by the three Machines Italia offices in Chicago, Il., Mexico City and Toronto, Ont., from 2004 to 2018. There were 2,270 companies interviewed through different editions of the survey. The large majority of the companies interviewed operate in 15 manufacturing sectors, referred as the Machines Italia Group, including woodworking and metalworking. Machines Italia Canada partnered with the Department of Economics at Ryerson University in Toronto, Ont., where a team of post graduate students under the supervision of Dr. Claustre Bajona, associate professor and chair, conducted an in-depth analysis of the survey data including time series analysis, correlation analysis and regression analysis. To request a copy of the executive report presentation, please contact toronto@ice.it

Chocolaterie wins international design award Unique Store Fixtures of Concord, Ont., has been awarded gold by the grand jury panel of the Como, Italybased A’ Design Award and Competition, in the 2019–2020 Interior Space and Exhibition Design Category, for KitKat Chocolatory, located at the Yorkdale Shopping Centre in Toronto, Ont. Unique Store Fixtures, creator of custom-crafted retail environments, collaborated with Toronto interior design company model/ctzn by fabricating all custom millwork and ensuring that the overall interior concept presented was fully realized from conception to implementation. All aspects of the project, including custom stonework, metal fabrication, glass and wood, were completed by Unique Store Fixtures.

IWF cancelled, returns 2022 Scheduled for August, IWF 2020 in Atlanta, Ga., has been canceled due to the Covid-19 pandemic. The IWF show management team working in collaboration with the IWF 2020 Management Committee, whose members represent the Forest Hill, Md.-based Wood Machinery Manufacturers of America and the Wood

working Machinery Industry As

sociation of Fairfax, Va., came to the decision. The decision to cancel North America’s oldest and largest woodworking event could not and did not come easily, organizers say. “While no one can be happy with this outcome,” they add, “we all can look toward the promise of a new, brighter future and all the opportunities IWF 2022 will bring.”

Canadian student wins first prize at competition Saint-Jean-surRichelieu, Que.- based Formica Canada has announced that two Canadian students are among the winners of the North AmerAlexandra ican FORM 2020 Clément Student Innovation Competition. Alexandra Clément, interior design student at Cégep de Saint-Jean-sur-Richelieu, is the

first Canadian to win the first prize of the competition and Jacob Ethier, a master’s student in environmental design at the

Université du Jacob Ethier Québec à Mon

tréal (UQAM), won second place. Matthew Lam and Benjamin Ma, students at the Uni

versity of

Waterloo in Waterloo, Ont., received an honMatthew Lam ourable mention for their joint project. This year, the competition received a record number of 150 submissions from more than 40 universities, cégeps and colleges in CanaBenjamin Ma da and the U.S. To participate, students in interior design and architecture programs were invited to submit the design of a piece of furniture under the theme “Blurred Lines,” examining the intersection of nature and technology. Participants could win one of the cash prizes and have their creation built and exhibited as part of the NeoCon 2021 event in Chicago, Il.

Canada’s first forest meets new FSC standard

Chantiers Chibougamau, also known as Nordic Structures, in Chibougamau, Que., is Canada’s first forest management company to embrace the new Forest Stewardship Council standard – developed one year ago to meet the urgent needs of Canadian forests. The new FSC standard unifies all regional sustainability efforts and is now updated to reflect such pressing issues as the woodland caribou crisis, the rights of Indigenous Peoples, workers’ rights (including gender equity), conservation and landscape management. To meet the standard, Chantiers Chibougamau has transitioned 2.4 million hectares of land to

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the new standard, said to be a major milestone in FSC’s goal to certify 100 million hectares by 2025. The family-run forest management company employs more than 1,000 workers in the province and is said to be one of North America’s top manufacturers of I-joists, glued-laminated and cross-laminated timber. In 2019, Chantiers Chibougamau secured government funding to design two modular mass timber classrooms at a local school — which its workers then built in two months.

PreVu3D raises $2.5 million to model interiors PreVu3D, a Montreal, Que.-based company that has developed an interactive digital twin 3D visualization and modeling software platform, has raised $2.5 million in a round of seed funding. The round, led by Toronto, Ont.-based Brightspark Capital, includes participation from Desjardins Capital of Levis, Que., and returning Tokyo, Japan-based investor Deepcore Tokyo, to bring the total funding for PreVu3D to $3.3 million. Founded in 2017 by mechanical engineers looking to improve their own practices, the company has developed what it says is intuitive software where users can create, edit and collaborate on 3D replicas of real-life environments, or “digital twins.” To date, nearly 40 million square feet of

Nicolas Morency

interior and exterior spaces have been processed and modeled on PreVu3D’s platform. According to c.e.o. Nicolas Morency, the financing couldn’t have come at a better time.

ShopBot Tools launches virtual CNC workshop Durham, N.C.-based ShopBot Tools, a manufacturer of CNC routers, has launched a “virtual workshop” for ShopBot customers and CNC users. The Virtual ShopBot Workshop service was created to make CNC accessible to small- and mid-sized manufacturers, the company says. The service lets the company share the experience and expertise of ShopBot employees who have worked with CNC technology in production as well as in their own shops. From the company website, the service provides at-a-glance links to live demos and recorded trainings. Viewers can also virtually tour production sites and workshops, which include both new and old tools in use. Company engineers host live demos and trainings at least two times per week and participants may IM chat with the trainer during the training and ask questions at the end in an interactive forum. Jason Howell appointed Lockdowel CEO and president Hayward, Calif.-based Lockdowel has appointed Jason Howell c.e.o. and president. Howell has served

the wood industry for 21 years, including his last 10 years as president of Weinig Holz-Her USA. With an MBA in I nt e r n a t ion a l Business and a Jason Howell passion for organizational leadership, the company says, Howell

brings new direction and insight to position Lockdowel manufacturing methods as the industry standard in furniture and cabinet construction.

Majestic Kitchen sold in management buyout Youngsville, N.C.-based Majestic Kitchen and Bath Creations has been sold to its c.e.o. and his team. The transaction completes a business

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in 2017 by the c o m p a n y ’ s founders and its then new c.e.o. Scott Byers to evolve the 30- year old company from a familyrun entreprenScott Beyers eurial business into an independently managed corporation. Byers and his leadership team have doubled Majestic’s revenue and geographic reach in the last three years.

Tower design for Toronto unveiled

Architectural firm Herzog and de Meuron of Basel, Switzerland, and Toronto, Ont.-based architects Quadrangle have been appointed by The Netherlands real estate investors Kroonenberg Groep and ProWinko to design a mixed-use tower at the northwest corner of Bay and Bloor in Toronto. With a 3:1 ratio in the northsouth orientation, a simple extrusion of the site footprint rises 87 storeys, with the first 16 floors to provide retail, office and technical functions. A restaurant, lounge and rentable spaces occupy the highest three floors of the building with panoramic views over the city. At street level, residents enter a triple-height lobby from Bloor Street and take one of four dedicated lifts to their condo level. Residences will range from one bedroom, to multilevel penthouses, totaling 332 condominium units spread over 64 floors. Mass timber college building revealed

Centennial College of Toronto, Ont., is collaborating with Mississauga, Ont.-based builder EllisDon and designers Dialog and Smoke Architecture to construct the first zero-carbon, mass timber highereducation building in Canada. Forming a new gateway structure at Centennial’s Progress Campus, the $105-million expansion to the Progress Campus A Block building will embody the College’s commitment to Truth and Reconciliation and sustainable design when it opens in 2023, the institution says. The design firms, Dialog and Smoke

Architecture, based in Toronto and Hamilton, Ont., respectively, approached the project using the concept of “two-eyed seeing” or viewing the world through the lens of Indigenous knowledge and the lens of western knowledge. The resulting design is said to brings together indigenous and western cultures in both the form and function, adding over 150,000 square feet of new and renovated space. Municipal permit ruling favours architects In June 2019, the Architectural Institute of British Columbia (AIBC) of Vancouver, B.C., initiated legal action against the City of Langford for a decision by the city’s chief building inspector to issue a certain building permit. The AIBC stated that the permit was issued without an architect engaged, for a residential/commercial building which required an architect under the Architects Act. The AIBC brought a ‘judicial review’ and sought a declaration from the B.C. Supreme Court that the local government must consider the Architects Act in its permitting decisions, and that failure to do so was unreasonable. On May 29, 2020, the judgment in the City of Langford judicial review was released, and the AIBC was successful in having the declaration issued by the courts. As a public interest regulator, the AIBC’s position has been that the Architects Act is a public health and safety law that must be appropriately considered by local governments. Some authorities have taken the stance that as long as the B.C. Building Code is complied with, there is no additional duty to ‘enforce’ or consider the Architects Act. The Langford judicial review was an opportunity to clarify the legal strength of these positions, and, as stated by Mr. Justice Stephen Kelleher in the decision, the AIBC had clear “public interest standing” to bring the case to court.

German office furnishings show canceled Orgatec, a furnishing show in Cologne for office environments has been cancelled and will take place again from October 25-29, 2022. Despite high registration levels in the spring of this year and extensive preparations, the current COVID situation has caused strong health, safety, economic and travel concerns among many of its registered exhibitors and visitors. However, this setback is said to have led organizers to develop a new business platform for

exhibitors at sister show imm cologne 2021 for companies who cater to the contract and residential furnishing industries.

Archroma joins the MMPA Reinach, Switzerland-based Archroma, a global supplier of sustainable colour and specialty chemicals, has joined the Moulding and Millwork Producers Association (MMPA) of Woodland, Calif. Archroma first entered the wood market around 3 years ago, when the company decided to adapt some of its long-established colour technologies and specialty chemicals to applications adjacent to its traditional textile, packaging, paper, paint and construction markets. Rodrigo Casa Grande, head of sales, Packaging, Paper and Wood, North America at Archroma says his company has joined an Rodrigo association that Casa Grande shares the same belief that it can develop and manufacture products in a safer and more sustainable way.

CMA announces leadership team The Cabinet Makers Association (CMA) of Chicago, Il., has announced the results of its annual board of directors election and the installment of their officers for the next year. The CMA members re-elected Matt Wehner of Cabinet Concepts by Design in Springfield, Mo., and Gregory Paolini of Gregory Paolini Designs in Canton, N.C., was elected as a new board member. Both of them will serve a three-year term. In addition, the board has appointed the following officers who will serve in these roles from July 1, 2020 to June 30, 2021: Chris Dehmer of Dark Horse Woodworks in Atlanta, Ga., will continue to serve as president; Ken Kumph of Premier Builders in Georgetown, Mass., was nominated vice president; James Fox of Fox Woodworking in Phoenixville, Penn., will serve as treasurer; Gregory Paolini will assume the role of secretary; and, the members-at-large are Monika Soos of Sofo Kitchens of Maple Ridge, B.C., Brian Clancy of Clancy Woodworking of Sherman, Conn., and Matt Wehner. Exiting the board is Leland Thomasset of Taghkanic Woodworking in Pawling, N.Y.

Formica to produce Fenix surface line in Quebec Formica has announced it will manufacture, market, distribute and sell Bra, Italy-based Arpa Industriale’s Fenix surface materials in North America. The award-winning products will be manufactured at Formica’s Saint-Jean-surRichelieu, Que., plant, the company says. Stefano Mion Stefano Mion, c.e.o. of Arpa Industriale, says the partnership with Formica will allow its Fenix brand to further reach architects and interior designers in North America through a well-established distribution network. The Fenix brand was established by Arpa in 2013.

Next Xylexpo event will be in 2022

Xylexpo organizer Acimall, the Italian wood machinery association, has announced that it has become impossible to present the international wood industry event in 2020, saying the next date for exhibitors and visitors will be in 2022. In recent months, the organizer of the biennial world exhibition for woodworking technology and furniture supplies had constantly monitored of all the conditions required to offer a successful exhibition and concluded that the situation in November this year will not be favourable, yet. With its global scope and more than one out of three exhibitors and visitors coming from abroad, a statement said, the Xylexpo organizer felt that travelers would be seriously jeopardized by sanitary and economic conditions that are still unresolved in many world regions. Further details with be announced in the coming months.