Marketing Home Products

A recent Ad Age article discussed the newest generation of employees and outlined a few distinguishing characteristics of the class of 2012. As these graduates prepare to walk across the commencement stage and into the workforce, I’d like to take the opportunity to reflect and elaborate on some of the key points raised by Beth Ann Kaminkow.

The Great Recession has plagued the majority of these graduates’ college careers. As they were entering college, the economy took a nose dive and since then, they have studied and seen firsthand how the recession has affected economies of every scale. Each year students watched the upperclassman ahead of them struggle to find jobs, only to remain unemployed long after graduation.  College career centers have subsequently responded by preparing students for the tough job market. These young adults know that jobs are hard to find, and they’ve been preparing for it. They’ve been refining their knowledge, gaining experience wherever they can, polishing their resumes and interview skills, and starting the job search early. The class of 2012 knows they need to make themselves stand out from the crowd, and many of them will.

They’re also ready for a career… not a job. Future graduates want job security and they’re willing to be loyal if employers give them a reason to be. Employers need to recognize this and give these bright-eyed graduates a reason to stay with their company for many years to come. Remember that many of these young folks idolize Google, with its modern campus, collaborative work environment, and benefits galore, as the best place to work.

While they don’t expect every employer to be just like Google, we can all learn from its model. Employees like benefits, they like flexibility, and most of all, they like to be treated well.

And speaking of Google, we cannot forget that this is the generation who has grown up with technology. Most of these students have had computers in their classrooms since first grade and a computer (or two or three) in the home has always been the norm. They like technology and they’re good at using it. Information has always traveled a little faster for this generation with its prolific use of the internet, smart phones, and portable devices. These young adults like information on demand and consequently have lower patience levels for slow-moving processes and people. Employers should embrace this need for information. They need to encourage young employees to continue to seek new information and bring new ideas to the table. But they also need to address the inevitable tensions between young employees and other generations who are used to a slower-moving, less technology-driven environment. Bringing different generations together in the work place is always a challenge, but is incredibly rewarding when done correctly.

Congratulations to the class of 2012! We look forward to working with you and seeing the amazing things you will accomplish in your careers.

It seems as though every tradeshow we’ve attended for the past couple of years gets progressively more exciting, with a more optimistic vibe. Orlando’s 2012 International Builders’ Show was no exception amid a backdrop of increasingly positive economic news.

Spirits were high and business was rolling. In fact, I can’t recall one exhibitor who cited negative numbers. Last year at IBS, flat was the “new up.” But this year, “up” is exactly where it’s supposed to be… up!

January home creation increased beyond expectations and home builder sentiment is now near a five year high. The percentage of homeowners behind on their mortgages dropped to its lowest level in three years. And as if on cue to accommodate housing’s need for job creation to sustain its impressive trajectory, the number of unemployment filings dutifully fell to 2008 levels while employment marked its biggest gain in nine months.

Yes, IBS 2012 proved to be a great success for all involved. We saw a surge in unique design (aimed toward the “home for life” trend), as well as innovation in exhibit space (games, mobile display units and smart use of space). Of course, outdoor living and sustainability were hot topics with exhibitors and attendees alike. Most notably, these brands caught our eye:

Danver: Always a standout in the outdoor living category, Danver creates beautiful extensions to the home in the form of outdoor spaces. The brand is well-known for its outdoor kitchen cabinetry – which is available in painted powder coat or wood grain, in additional to classic stainless steel – but also provides a myriad of other products to complete an outdoor space, such as pergolas, fire pits and wood-burning pizza ovens.

Eagle Roofing: The new Artisan Series brought many visitors by Eagle Roofing’s booth. Inspired by Old World roofs, this collection is treated with a special process that brings unique streaks of color and accent to the tiles, ensuring no two tiles look exactly the same. When placed together on a roof, the tiles create a distinctive rustic look, sure to capture attention.

Ecolife: Probably one of the busiest booths at the show was the Ecolife booth. Completely decked out (no pun intended) with fishing gear and interactive boating games, the Ecolife team showed how great life can be when given the chance “fish more.” With the Ecolife wood stabilizer system, wood deck surfaces experience far less cracking, splitting and weathering. The treatment offers wood decks their natural beauty combined with environmental friendliness and strength.

EcoSmart Fire: With environmentally friendly options for both indoor and outdoor applications, EcoSmart Fire shows how easy it is to maintain a fireplace without the fuss of smoke or sparks… or even a vent! Its complete collection is chock full of sleek-looking products that use bioethanol – a renewable energy source – to create soothing and cozy flames.

Feeney: Cable rails provide great design in addition to structure for both indoor and outdoor applications, as Feeney proved at IBS 2012. Its collection of custom cables, rails and hardware works together to form endless design possibilities for stairways, gardens, awnings and decking.

Gerber: It was all about water savings and efficiency at Gerber’s IBS booth. The brand’s toilets, faucets and showerheads are made exclusively for the plumber, so you know you can count on them. Its new high efficiency showerheads save water without sacrificing performance, and by delivering 2.0 and 1.75 gallons per minute, they don’t hamper the showering experience either.

Kleer: On point with the very recent news of a great push for domestic manufacturing, Kleer Lumber produces its cellular PVC decking and trim in the U.S. Its products give the true look of real wood. At IBS, Kleer showed off its new hidden deck fasteners, ideal for working on any area of the deck.

Masonite: Launching several new collections, including the designer-inspired West End, Masonite proved doors are an important part of home design and décor. The West End collection features sharp horizontal embossed lines and bold graphic elements to evoke a chic and metropolitan feel. Other noteworthy products on hand were customizable router-carved medium-density fiberboard (MDF) doors as well as new decorative glass designs.

Walpole Woodworkers: From mailbox posts to fencing and full arbors, Walpole Woodworkers has a solution for all areas outside the home. A pergola formed Walpole’s booth at the show, with a remote-controlled ShadeFX canopy. The canopy extended to provide shade and just as easily could be brought back in to allow light to shine through the upper beams.

Private employers hired the most workers since last April and the nation’s unemployment rate fell to the lowest level in nearly three years, according to the Labor Department.

Whirlpool’s fourth-quarter net earnings increased to $205 million, compared with net earnings of $171 million during the same period last year. Their North America region reported operating profit of $202 million for the quarter, compared with $53 million in the previous year. And for the full-year 2011, sales reached $18.7 billion, up 2% from the prior year.  Have you been watching the stock? Shares are up a full 20 points since mid-January!

In more general channel news — according to the U.S. Commerce Department — construction spending across all sectors reached an estimated $816.4 billion in December 2011, a 1.5% increase above the revised November estimate and 4.3% above the December 2010 results of $782.9 billion. Spending on residential construction was reported at $241.2 billion in December, 0.8% above the November 2011 estimate of $239.4 billion.