Pas­sion­ate about the con­sumer in­for­ma­tion cy­cle

Australasian Timber - - ASSOCIATION - By Eric Siegers Prin­ci­paL, The Tim­ber Hub

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!

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