Masonry Magazine April 1985 Page. 6
Jerry Dufour, former MCAA vice president, admires the Hummel
figurine called "The Builder" which was presented to him as a
memento of his term in office.
MCAA CONFERENCE
The discussions zeroed in on masonry markets in the rehab/restoration field, with special emphasis on terra cotta facades. The speakers outlined some of the successful strategies they have encountered and acquainted the audience with current business aids available.
The "Masonry Systems Marketing" seminar was co-ordinated by Richard Felice, MCAA regional vice president, and James Cope, president of Morgen Manufacturing Co., Yankton, S.D.
Panel participants included Norb Hynek, Masonry Institute of Wisconsin: Dan Murray, Brickfield. Inc., Houston, Texas; Howard Noziska, Minnesota Masonry Institute; Charles Ostrander, Illinois Masonry Institute: Bill Pautler. CM&C. Inc., Glendale, Mo.: Robert Schuerman, Peterson Construction Co., Wapakoneta, Ohio, and John Tawresey. KPFF, Seattle, Wash.
Jim Cope held an impromptu survey of the seminar audience and indicated that about one-half of those attending had an increase in business volume in 1984 compared with the previous year. The increases ranged as follows:
• 40% reported up to 20% volume increase.
• 40% reported 20% to 30% increase.
• 20% reported over 30% increase.
Cope noted that this compares to a claimed 31% increase by the Metal Building Manufacturing Association (MBMA) for the first nine months of 1984 in the low-rise, non-residential, one and two-story commercial, community and industrial building areas. "This market was almost 100% masonry when the MCAA was started," he said.
Cope said the metal building people attributed their growing success to their marketing system. In their words: "The design/ build approach to building is an outgrowth of modern management methods. It applies the efficiency and control of good business organization to construction, compared to the costly and time-consuming bid method.
"Metal building systems," the MBMA says, "are sold and erected through local builder/contractors who generally represent a single manufacturer. (They) do not passively wait for bid jobs to present themselves. The strict bid contractor always follows pre-set bid plans and specifications. Thus his opportunities to be innovative are greatly reduced."
Dick Felice outlined the contents of the well-acclaimed Masonry Marketing Manual, which was produced by MCAA's Masonry Systems Marketing Committee and introduced at the Conference in New Orleans last year.
Designed as a continuing marketing tool, each section of the Manual contains information and instructions to educate the mason contractor in marketing the related advantages of masonry construction-whether the purpose is to influence the specification of masonry walls instead of alternate materials or the selling of a complete building.
The five sections (covering Esthetics, Economics. Energy. Engineering and Erection) also contain information intended for the instruction of potential masonry specifiers or building owners. When contractor-related material is deleted and local market information is added, the Manual becomes an effective presentation piece to be given to important clients and prospects.
Norb Hynek covered the energy aspects of masonry construction and presented a slide show, "Masonry and the Building Envelope," dealing with thermal performance.