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Hello every one I know in some past post I said I was going to give the BOD some suggestions. I was reluctant to post what was sent only because I didn’t really want to keep trudging up past pains. But on the flip side Some of you might appreciate the information. This outline is going to be my batle cry. I need your help So here its . For what its worth.
As our Industry changes I think ISSFA needs to change with it. You can read all kinds of reports on surveys. Some say Solid Surface is on an up swing , some say granite is still gaining momentum . Who really knows? What we do know is we can work as a group to help the industry. After speaking to many fabricators I have developed some thoughts or suggestions that ISSFA could use to help strength the association. Please see below.
DESIGN FIELD
– This is what fabricators want. You want to keep the association strong? Help them to resurrect the industry.
We need to attack this segment- not just Kitchen Designers but also Interior designers and Industrial designers. Here’s my suggestion on how to do this.
KITCHEN DESIGNERS
Start with a direct mailing to Kitchen Showrooms. Explaining the design benefits of Solid Surface. Encourage then to visit for more information and direct contact with fabricators.
Can we have a display at KBIS? If so lets make sure its a counter that has all the bells and whistles. (Lets go z-island type of display) We should always display this at our show.
Contact Leading Kitchen Magazines . Perhaps with an article that we can write that highlights Solid Surface.
INTERIOR DESIGNERS
There’s Interior designers and there’s Interior designers. You have those very high end type . Than we have the local type . I, am not sure how to reach them . I was thinking we could make an ad about Solid Surface that leads them to our site. Many web-site forums accept advertising. Its not that much money to advertise. Maybe $250- $500 per month. We could have someone make up an ad that could be used. On the Fabricators network I placed an ad for my company. If you want to see what I’m talking about, check it out.
The thing about Interior designers they love for their customer to think they know everything. We need to get the message out that Solid Surface is the next big thing.
INDUSTRIAL DESIGNERS
In my opinion industrial designers are going to save our Industry. Why? Granite and ES can’t be used with the design they want. As one Industrial said to me “granite is so wanting”. They don’t use the product the conventional way. When you see all the unusual designs with Solid surface it came from an industrial designer. It could range from a design involving lights to special chairs. Many of the good designers can be found in the larger cities. I know we don’t have the budget to have an ISSFA rep visit these designers but what about traveling to their trade shows? One that comes to mind is the NECON show.
Another way to get the message across is t formulate a plan we could share with the members explaining to them what they could say, how to set up a meeting ,marketing tools to work with etc.. I know Kurt is working with Oxley regarding marketing tools for the CT segment . This is very important to do. It really doesn’t matter if we show fabricators how to build a top if there aren’t any tops to build.
I believe if ISSFA wants to retain its members and bring in new ones it need’s to bring back Solid Surface. You need to look at where your spending money and make sure most of it goes to marketing Solid Surface to the design world.
Its all about a grassroots campaign . You almost have to pretend Solid Surface in a new surface to the market. It is ISSFA’s obligation as the trade association to the fabricators to make this happen.
Jon,
As usual, you hit many nails square on the head with this post. I have some issues that may be too depressing to list as the first reponder. Let me think if I can come up with solutions to the more heinous issues. I will post later.
Really, though, this is what’s needed. The more difficult problem is how to get them accomplished.
Thank you for putting them together.Tom
Jon wrote:
“I know we don’t have the budget to have an ISSFA rep visit these designers but what about traveling to their trade shows?”
Jon, the ISSFA Mission Statement is to further the interests of the solid surface fabricator. I would like someone to tell me what could possibly be a higher priority than calling on these designers? They could shut down the ITEC, let the manufacturer’s pick up the slack temporarily and put Bill Wolle on the road.
What’s more important to fabricators, a full time webmeister or a polished and knowledgeable ISSFA rep road doggin’ these designers?
Bill and Joe’s frequent flyer miles are going to the stratosphere when I take over Oxley’s job.
Joe
Hello Andy. I see allot of good happing at the moment. Both sites It seems are moving in the right direction. If we keep the focus on helping the Solid Surface Fabricator every one will be busy.
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