Masonry Magazine August 1974 Page. 22
A Prospect Worth Advertising For
By KENNETH S. DASH
Director of Marketing Promotion
Brick Institute of America
Possibly the most often used expression in the marketing end of the brick business is "market penetration." Quite simply, this refers to the percent of the total eligible market (100%) which is built of brick. The amount of brick shipped into any market varies year-to-year, as it is dependent on many factors and has limited long-term use as a market indicator. However, the market penetration index is a constant ratio and, therefore, more accurately monitors brick's market performance.
Advertising and market penetration statistics are inseparable. While BIA national advertising is a continuous function for all brick markets, let's closely examine the architectural market and the advertising necessary to make the architect or specifier call for brick.
Brick's market penetration figures in the design market have remained relatively constant for some time. They are generally predictable, just as increased design activity is predictable when housing is down, or the reverse, when housing booms. But now enters another element-the energy crisis and the predicted onslaught of energy-sensitive design.
BIA has determined that the brick industry has an opportunity to place more brick into the design market during the next ten years than ever imagined. We have determined that the brick industry should not be satisfied to simply ride the tide of increased design activity. We have, in fact, decided to affect the market penetration of our brick ourselves. The vehicle to turn the corner will be advertising.
Full-page, full-color advertisements will appear in Architectural Record and Progressive Architecture. One ad will be the familiar brick cavity wall which relates our energy-saving characteristics compared to top-quality glass, metal-panel and concrete walls. Another ad is being prepared which will incorporate loadbearing into the energy package. While each ad is somewhat technical in nature, they share a common and elementary objective to get designers to design and specify brick.
Obviously there is no single cure-all for increasing or even maintaining market penetration indexes. Advertising is a possible remedy. And good advertising in the most well-read magazines is a probable remedy, especially when documented evidence substantiating all statements are readily available.
It is said that within the next 25 years in America a new building will be built for each existing building. This opens up the enormous architectural market to every building material. An adjustment of only a few percentage points in our market penetration would mean the additional sale of billions of brick.
And that's a prospect worth advertising for.
Roof Deck Meeting
The Construction Products Division of W.R. Grace & Co., Cambridge, Mass., has announced that its 10th annual Zonolite Roof Deck Applicators meeting will be held in the New Orleans Marriott, February 2-4. Attending will be sub-contractors from throughout the United States and Canada.
SCAFFOLDING Specialties
# MATERIALS PLATFORM
has hip high materials platform. Working and materials area are each 25" wide. Panels on material level used for extra height. Gravity lock pin adjustment can't slip out.
# MORTAR BOARD STANDS
Tubular steel. Use upright or on end. Outlasts wooden stands. Sturdy, lightweight, easy to handle.
# "HIGH BOY" WORK STAND
For the tradesman working on stilts. New mud or mortar stand lets you avoid stooping. Lightweight but rugged. Holds 2 mortar boards sideways. Triple chain system prevents collapse.
# CHIMNEY SCAFFOLD
quickly erected. Adjusts to any roof pitch. Platform size up to 5' x 10: Folds for easy storage and handling. Comes without planks.