Showroom proving a big winner for association and industry
AS MANY of you know I’m a great believer in the fact that the TMA showroom is a great benefit to the Timber industry. Consequently, I’m often asked to validate this perspective in light of the diversity of channels now available to marketers and sales organisations. Its simple. When it comes to the home, people like to engage with the products they are going to purchase. Research undertaken reaffirms this time and again. For instance AT Kearney confirms that when it comes to the home over 90% of people want to get up close and personal with products such as timber flooring, decking and even insulation at the initial stages of discovery and fulfilment. As the home is the biggest investment most people make I suppose this is not entirely earth shattering.
But how does this confirm that the TMA showroom is relevant.
The good news is that since 2004 TMA has recorded visitors to the centre and we have found that regardless of the changes in communications channels, nearly 20% of people undertaking a renovation visit the centre. That’s a brilliant example of how relevant the centre is – regardless of the advancements made since 2004!
Articles by manufacturers of products to the home such as Moen, confirm the importance of a having some sort of partnered display. They said in an article earlier this year that “If you’re a construction pro lacking a great showroom partner, you’re missing out”.
What they mean is having products that work together such as kitchen hardware and benches in a showroom means that you are able to capture more people to your product. To this end the TMA is a big winner with “up and coming” hardware manufacturer Trio joining us along with the already strong showing of timbers for the kitchen environment. This only enhances the experiences and strengthens the message to the community that timber is the product to renovate with.
Given that the TMA is able to get a strong following with the community it begs us to ask two questions: How can we continue to make it stronger? How can we expand this positive experience to other states (in particular NSW)
The value to the industry is the positive connection it builds with the community by providing a much needed “call to action” for our planet’s most sustainable resource, but also a great business opportunity to strengthen the role of the independent merchants that otherwise find it difficult to make the investment in large showroom space to build customer relationships.
A lot can be done. I think it’s time to understand the importance of product engagement with the consumer and the ultimate relationship with the supply chain so that we do serve community, consumer and business better.