Passionate about the consumer information cycle
MANY PEOPLE think that because you work with architects and builders you don’t need to be too bothered with the “end-user” or the “consumer” as they are more commonly called.
Well, in this market place not having a strategy to deal with the end-user comes at your own peril. Why? I hear you ask. It’s simple! The internet has pretty much changed the information cycle for the supply chain. It’s no longer in the hands of one person – in the past the sales reps- it’s now in the hands of the internet.
I’m pretty certain many of you are familiar with this information cycle for goods that are important to you. Dr. Google first. Social media. Store visits Talk to some friends with experience
Then back to the stores, and experiencing the product as many times as possible
When the time is right walk up to a sales person and tell them what you want with all the details in hand because you have researched and know what you want.
Then on to Google and social media to tell the world about your experience.
Architects and builders are a microcosm of this cycle, but they are part of the picture because they need to meet the needs of their consumer clients. If we can’t keep the specifiers and implementers happy, the cycle goes into melt down. Finding ways to handle the consumer information cycle is becoming a big opportunity for businesses.
Successful businesses lock into the new information cycle.
This is why advisory services are popping up all over the place.
If you look at some of the largest companies in the world that weren’t here 15 years ago you see a business model that is all about information directed to the consumer.
Think of UBER- they have changed the taxi industry, yet don’t own a car or cab or any of the normal infrastructure required to run a chauffeuring business. They provide information to the consumer in a way that is easy to use and in tune with what they want. What they have done to the supply chain of the taxi industry is a whole lesson in consumer influence on its own.
As is also the case with AirBnB – this company has changed the hotel industry for ever, but hasn’t built or even own an hotel! Again information is the driver.
In industry after industry the increasing expectation that information be easily accessible to the consumer is a must in the strategies. We keep breaking milestones in user numbers. We have more architects contacting us than ever - I know this because we have surpassed last year’s total activity already this year with three months to go! Mind you our architectural Wednesdays are a huge success because we focus on information in an easy way and its personal – who doesn’t love that?
So the moral is -- supply good information to the target market, but make sure it can be used by the consumer easily and to be perfectly blunt about my intention support the Timber Hub, because this is what we do for the whole of the timber industry.. we just do it with passion!