TMI’s Mid-Year Plan Leverages Successes And Strengths
By Sid Peterson, Chair, The Metal Initiative
The Metal Initiative (TMI) has launched the TMI 2009.5 Marketing Plan, an exciting mid-year campaign that employs proven marketing principles designed to increase the use of metal roof and wall systems in commercial building projects.
TMI, a coalition of metal wall and roof panel manufacturers and industry partners, serves the industry by providing information on the features and benefits of metal in both new construction and retrofit projects. As part of its aggressive new marketing plan, TMI presentations and the TMI Web site will be leveraged to reach out and educate decision makers on the advantages of metal.
TMI Presentations: Refined for Late 2009
TMI has hosted numerous grass root/national meetings and “Heavy Hitter” meetings throughout 2009. While these meetings have been successful, TMI—working with its members’ interests and investment in mind—has assumed the charge to “do more with less.” Let’s look at the Heavy Hitter meetings as an example.
During the past 4 years, TMI has reached out to more than 50 organizations presenting our case for using metal roof and wall systems in commercial building projects. We are now following up with our contacts at these organizations to determine if they actually have used metal in their projects or if they have a renewed interest in metal for future construction.
In addition, an “Enhanced Heavy Hitter Meeting” is planned for later this fall. The new format will be a 1-1/2- to 2-day meeting, featuring two standard Heavy Hitter meetings, plus a TMI-sponsored meeting. Local BOMA, AIA, and CSI members will be invited to the TMI sponsored portion of the event in an effort to maximize our exposure to a variety of markets. With regards to grass root and national meetings, we are taking a closer look at these formats to ensure our ROI is solid. As you know, it is not inexpensive to participate in national meetings; nevertheless, it is our priority to continue to reach out to TMI’s target audiences while we examine costs.
Another educational initiative is the development of Webinars. TMI is hosting three complimentary Webinars featuring existing TMI presentations. Forty people registered for our first Webinar, “Metal Roofs and Walls: From (A)luminum to (Z)inc,” which took place in September. Upcoming Webinars include “Retrofitting with Metal Roof and Wall Systems,” October 14 and “Building Green, “November 18. Invitations have been sent to the leads that have been generated over the past 4½ years.
Drawing Attention to The Metal Initiative’s Web Site
TMI’s Web site, www.themetalinitiative.com, houses a wealth of information on the use and benefits of using metal building components. The site serves as an important component in our education program as well as our primary source for lead generation. The TMI 2009.5 Marketing Plan includes several programs designed to draw increased attention to the TMI Web site, which, in turn, will increase traffic.
We have rejuvenated our print advertising campaign with sleek, new ads that have been designed to attract readers’ attention and provide just enough information so they will visit the TMI Web site to learn more about TMI. The ads will also be used in online Web advertisements; these opportunities will result in a new TMI presence in Web-based advertising vehicles such as electronic publications and e-newsletters.
Search engines currently account for 81% of the traffic that is driven to TMI’s Web site. TMI’s “pay-per-click” (PPC) campaigns account for 45% of all Web leads that come through our site. TMI is increasing its monthly PPC allocation, which will increase the number of leads and search engine optimization; in turn, this will drive more relevant search engine traffic to our site.
We also are viewing our case studies in a new light. TMI currently features 52 case studies on its Web site—an impressive collection. We are certain we can realize greater value from these case studies; however we are reorganizing the case studies by type of building project and will feature a brief description along with a photo. Every month, we will prominently feature a different case study on TMI’s home page, and we will further promote the “Case Study of the Month” with a news release.
Media Placements
Speaking of news releases, one of our new goals is to increase opportunities for TMI media exposure. TMI’s credibility cannot be overestimated. Because TMI represents the entire metal construction industry focusing on the building envelope, its message is more credible than messaging that may come from one or two companies. And because metal is among today’s “green” building initiatives (every type of metal that TMI represents is 100% recyclable), TMI must take every opportunity to promote this little-known fact. The timing of the Economic Stimulus Plan perfectly complements building owners’ evolving interest in the “green” features of metal.
TMI’s response to issues will be viewed as valuable and credible among industry peers and the general public. We already have top-tier data and a wealth of expertise—our future timely response to appropriate breaking news will further highlight TMI’s benefits.
For additional information on The Metal Initiative please visit our Web site, www.themetalinitiative.com or contact TMI at (847) 375-4718.
In addition to his involvement with TMI, Sid Peterson is Vice President, Sales and Marketing, Alcoa Architectural Products.