By Ryan Flom, Chief Marketing Officer, Softwood Lumber Board
Think Wood recently launched the Timber Trends in Architecture campaign to help architects and designers stay abreast of issues that are poised to influence building design and construction in 2020. The campaign dives into six key trends: Evolving Building Codes; Prefabrication and Modular Technologies; Innovative Business Models; New Design Tools; Net Zero Targets and Embodied Energy; and Biophilic Design.
The campaign included a sponsored article; a blog; and an email newsletter that was disseminated to 60,000 architects, designers, and developers. The newsletter enjoyed both high open and click-through rates, affirming the applicability and value of its content for the audience. A linked report on the future of timber and the built environment has been downloaded over 700 times and led to the identification of 109 new contacts in the Think Wood database. Meanwhile, the article was viewed more than 54,000 times in its first week, with over 325 viewers clicking through to access a linked Think Wood report.
Think Wood also led a multipronged industry presence to promote Softwood lumber’s value proposition at the International Builders’ Show (IBS), held in January in Las Vegas. Outside the venue, the Think Wood Mobile Tour hosted over 800 engineers, architects, developers, and other IBS attendees who were curious about building taller with wood. Among these, the Mobile Tour identified 35 new leads, 11 of which requested project support. Inside, Think Wood sponsored a booth and teamed with species association partners, SFPA, NELMA, SLMA, WWPA, and WWPI, to provide information and advice to attendees on the use of Softwood lumber products in residential projects. NELMA also welcomed the cast of DIY Network’s popular show, Maine Cabin Masters, to the Think Wood experience.
IBS is the largest annual light-frame construction show in the world, attracting an estimated 90,000 attendees from more than 100 countries and thus offering a terrific annual opportunity for Think Wood and its partners to connect directly with target audiences.
Due to the coronavirus (COVID-19) the SLB has suspended the Think Wood Mobile Tour. As we all face uncertain and unprecedented times due to the impact of the coronavirus our first priority is to ensure that our staff, investors, and partners are safe and healthy. Like you, we are monitoring the situation and are making significant changes to our plans in response to these challenges. Despite these challenging times, we are confident that lumber has tremendous opportunities to expand its presence in the built environment.
If you have any questions about the tour or events, please contact Ryan Flom, flom@softwoodlumberboard.org.
