Masonry Magazine September 2012 Page. 39
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READER SERVICE #299
always wants to do something, but when the time comes to pull together to promote our industry, it always boils down to fear, and a tight economy only makes it worse. While we try to promote our industry as individuals on a local level, the strength is truly in numbers, and that is why the MCAA is so important, to form a unified front. I have made it a point to put my heart and soul into the MCAA; they have really made a concerted effort to pull our industry together. They are making great strides through contractor certification, Vision 20/20, and work with our fellow trade associations, such as the National Concrete Masonry Association and the Brick Industry Association. They are also making our presence felt in Washington, through lobbying and legislation. A push, as an industry, in a focused manner means we need to work together through a national organization that can take back our market share.
Our market share has eroded, since other industries have united and spent an inordinate amount of money to promote their products, even if those products are inferior to and more expensive than masonry. They have convinced the designers that their product is the "bomb," and that masonry is "old school" We need to teach them otherwise. The time is now to take back our market share through strength in numbers, to share our knowledge, and to promote what we know is the greenest and greatest building material ever-masonry!
Painter: No, we do not. We must raise awareness through research and promotion. The X and Y generations are all about "cheap" We need the research to disprove promotion material of other systems. They are not telling the truth. We must have data to back up our claims.
Borman: Unfortunately, we have not. The masonry industry has always been a regional enterprise, since the materials we use are harvested regionally by local family-owned enterprises. The historical decentralization of the masonry industry has been an impediment to competing with large multinational organizations that dominate the lobbying efforts in Washington, D.C., and even within the committees responsible for enacting the building codes. A more consolidated effort is needed on our part to promote the use of masonry. IMAS
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READER SERVICE #148