In 2019 Houzz Bathroom research report[2], designers surveyed indicated size matters. According to the report, 83% of homeowners upgrade the shower when they remodel their bathroom with over half (54%) increasing the size of the shower.

The continued bathroom trend for 2020 will be to create “enclosed shower areas,” giving users the feeling of being in a spa. Walk in showers with compartmental shower doors of frameless glass will also continue to be part of this trend.

That spells tremendous opportunity for manufacturers of shower enclosures.

To take advantage of these 2020 trends for larger enclosed shower areas, manufacturers of shower doors and enclosures should take time to review and strengthen their position in designerâ€s specifications.

Shower Enclosure Market Potential

The new construction and bathroom remodeling market is large and is predicted to continue to grow. According to a comprehensive market study by the National Kitchen and Bath Association (NKBA)[3] in 2017 the market spent $78 billion on bathroom products, with 63% attributed to bathroom remodeling projects and the remainder from new construction.

In addition,  the Global Shower Enclosure and Cubicles Market 2017-2021[4] detailed report indicates that the shower enclosure market is predicted to grow approximately 5% per year to 2021. The report states the demand for shower enclosures is driven by the high level of consumers participating in bathroom renovations.

Understanding & Maximizing the Specs

In order to increase a shower enclosure manufacturerâ€s chances of being specified, selected and ultimately purchased, it is important to understand how the specification process works and learn more about how architects and designers are actually specifying shower enclosure products.

To do that, AIM used the ConstructConnectâ„¢ database of construction to look at 2019 specifications. At the time of the report, there were 45,485 projects in the planning stages (updated in the past 12 months) within the U.S. that had specifications. Of these projects only 7% or 181 projects had a plumbing specification for shower enclosures.

This indicates that this is a narrow market, making it even more critical for shower enclosure manufacturers to evaluate and strengthen their position in the designerâ€s spec.

Many manufactures work hard to get their brand in the designerâ€s specification and to be included in the list of approved brands. For many manufacturers, getting a product into the specification can be a difficult task. Architects and designers do not change or review their specs often. In research conducted and published by Architect Magazine titled The Truth About Specification[5], many times architects re-use or revise existing specifications. In addition, there are many large national established brands in the shower enclosure market which makes it almost impossible for new brands to penetrate the market.

In “shower enclosures,” Sweets represents 70 manufacturers. ThomasNet says there are 71. This is a competitive set of companies!

Looking closer at the shower enclosure specifications, there is a wide dispersion of how shower enclosure brands appear. Several manufacturers that can be used might be listed, or a detailed description and specs on the required enclosure without a brand or even just a model number might be provided.

For example, in some specifications the architect requires a specific brand which is used as the “basis of design” but indicates the owner can approve an equal product. Other specifications indicate the “basis of design” product can be found on the drawings and also lists comparable products that can replace the basis of design product. Here are some examples.

Interestingly, four companies from the A specification above are not found in Sweets, while none of them are found in ThomasNet.

Brand Preference

Accountability Information Managementâ€s (AIM) Brand Preference Study revealed just how competitive the shower enclosure market is.

In this unaided blind brand preference study, architects and designers were asked to list their top three brands of shower enclosures. There were over 20 different brands or companies mentioned by architects in AIMâ€s proprietary research with architects that were “involved” with the specification of these products. Although the list of specific brands has no doubt shifted over time, the numerous choices designers can choose from still holds true.

Designers have lots of brand choices when it comes to shower enclosures. In fact, the recent search of specs for shower enclosures in the ConstructConnectâ„¢ database showed there were often more than 5 different shower brands specified in a project, with the option to mix and match brands. Oftentimes, the spec would say the brand of shower specified could be replaced with an equal brand approved by the owner.

Using Spec Analysis to Boost Brandâ€s Market Position

To help manufacturers evaluate their brand position in the marketplace, it is important to first understand more about an architectâ€s level of involvement when specifying shower enclosures. How much control or influence does the architect or designer have on selecting a particular brand of shower?

The architects†involvement in specifying a specific brand or manufacturer of shower enclosure can vary based on the project type, the ownerâ€s requirements and the architectâ€s design preferences.

In AIMâ€s Architectâ€s Brand Preference research, only 33% of architects surveyed indicated that they were involved in selecting and specifying the brand of shower enclosure. This was down from an earlier study where 55% of architects surveyed indicated they were involved in making brand decisions for showers. Does that mean someone else (i.e., engineer, interior designer) is doing the specifications?

In addition, of those that were involved, 42% indicated they did not have brand preference. This was a major increase since previous research which indicated only 6% had no brand preference.

Maybe some architects do not distinguish the difference of one brand over another? Or, is the choice being delegated to someone else in the value chain as mentioned, or simply, not relevant and left to the contractor?

While architects may indicate they have “no preference,” they are, in fact, involved in specifying and recommending shower enclosures. The architect will weigh in on the type of look or style they want to achieve besides performance criteria.

However, due to the abundance of brand options, architects may delegate the brand selection to “others” in the specification path (i.e., the interior designer). Many design firms today maintain a list of “approved” brands that have met specific performance and quality requirements. If a manufacturer is not on “the list,” the chance of being in a specification are limited. It is becoming increasingly important for manufacturers to expose and educate architects on their product features, benefits and other services they offer the market.

In AIMâ€s Brand Preference research, overall, most architects indicated that brand was extremely important to their selection of a particular shower enclosure—rating brand 3.92 in importance where one equals not very important and 5 equals extremely important.

In fact, verbatim comments in AIMâ€s research indicated that one architect used one brand exclusively because they were proven over time to be durable and the manufacturer also provided a variety of selection. Other architects used brands that provided a certain look or met the specific project goals.

Becoming a brand on the architectâ€s preferred list of brands is key to impacting a brandâ€s position in the specifications. To be on a firmâ€s list of approved shower providers, a manufacturer needs to provide more than just a quality product. They need to have a history of top performance, offer premiere service and local support for their brand. What can manufacturers of shower enclosures do to enhance brand selection and preference? How can manufacturers convert “no preference” answers into specifications and recommendations for their brands? These are important questions.

Impacting Brand Specification with the Basis of Design

To answer these questions, consider what we know about specifications. The key to gaining ground in specifications is to become part of the “basis of design”[6] or be listed as the brand of choice with no substitutions. The “basis of design” means that the architect or designer is calling out a specific brand that is used to meet the objectives of the project. To learn more about how often “basis of design” is used in shower enclosure specs, we used ConstructConnect™, an online construction database, to get a better sense of how shower enclosures are specified. By searching the projects for “shower enclosure or individual shower with Basis of Design” in specific years, we can see how the specification for “basis of design” and specific brands has changed.

Only a quarter or 25% of U.S. projects in 2019 with a shower enclosure specification also included a brand as the “basis of design.” In fact, this has decreased slightly since 2012 where “basis of design” was specified in 28% of the shower specifications. This analysis also indicates that while less than 50% of projects with a shower specification have a “basis of design” spec, there are specific brands that consistently appear as the basis of design.

Since there are a variety of different brands that are involved in providing shower enclosures to the market, this type of spec analysis can show manufacturers how often their brand is specified as the “basis of design” and if it has shifted over a specific period of time.

Since the market is constantly changing as new and existing manufacturers introduce new products to the market, it is important for a manufacturer to continuously review their position in the project specifications. While a manufacturer cannot always be sure that they are on a firmâ€s “preferred” list, they can evaluate how often their brand appears in the specifications and measure how often they are the “basis of the design” or appear in the project shower enclosure schedules. If a brand is found in the specifications and is the “basis of design”, they certainly are going to be on the list of “preferred” brands.

The specification analysis also indicates that in some specs a specific brand can be called out. To avoid being replaced by a “less expensive” or a “comparable” product, shower enclosure manufacturers may want to strive to be specified as the brand with “no substitutions”. This requires a “contact strategy” with the architectural firms in the market.

Letâ€s take a “sneak peek” on how a strategy might look.

Sneak Peek at Strategy

Here is a sample of how you might approach this type of analysis for your marketing purposes if you are a shower enclosure manufacturer.

There are currently 614 projects in the construction database ConstructConnect in the planning stage with “shower enclosures” specified. There are actually over 6.800 projects, but we selected the planning stage for our sneak peek to demonstrate what we mean by specification analysis to help your marketing strategy.

This next chart shows the “share” of specifications by category in these 614 planning projects.

Note that Apartments is the top category, tied with Elementary and Pre Schools. Other categories which is almost half of the pie chart include Fire And Police Stations , High Schools, Nursing Homes and Hospitals, Clinics to mention a few.

Targeting

The object of your strategy is to identify the architects who specify shower enclosures. There are 70 architects who are specifying the apartment projects in the prior pie chart. They can, through specification analysis, be identified, targeted, and contacted. But what do you tell them? That you have greatest enclosures in the world? Every shower enclosure manufacturer says that!

Besides, as pointed out in this article, they already have a “short list,” and if you are not on it, the road to specification will be long.

Contact strategies have to be about differentiation, and differentiation starts with knowledge – self knowledge about a companyâ€s strengths and weaknesses. What if you could identify which manufacturer is being specified…and identify which architectural firm specifies them? Then, what if you could target the company with YOUR products? If you are a leader[7], what if you identified the other leader you want to attack? Or stop the upstart newcomer who is entering the marketing?

And in both cases, what if you could identify the architects associated with those projects in order to convince them of your value over your competitors?

The next chart shows the enclosure manufacturers being specified in the Apartment category in order for you to take those steps.

You can see that the Basis of Design study graph shown earlier holds true: the three companies who dominate basis of design are here, in these specifications. However, another company – Lasco – is a strong contender. But Lasco is simply a “brand.” Itâ€s owned by Aquatic, who also has specifications in the chart (one of the 11 others). Are they a threat? Where does YOUR company stand in this mix?

Now targeting and creating a contact strategy makes more sense, doesnâ€t it? You actually have many choices.

You can target the 70 architects who are involved in Apartments, for example. Or, you might target one of the manufacturers in the second chart you want to attack and attempt to take share away.

Letâ€s say you decide on the latter. You can reduce your targets to 13 architects depending on the competitor you select – a much more manageable number.

Here are the architects specifying that competitor (we selected a random competitor for the chart):

• Architecture Incorporated
• Cadco Architects-Engineers Inc.
• Cornerstone Architectural Group
• Delta Engineers, Architects
• E4H Architecture
• Helix Design Group
• KKT Architects, Inc
• NAC Architecture – Spokane Office
• Randall-Paulson Architects Inc.
• Selser Schaefer Architects
• TSHD Architects
• W Design
• WM2A

Now all you have to do is craft a contact strategy, which would involve examining the specifications these firms are writing using enclosures closer. The projects they control – which are valued at $146M – include Government, Medical, Elementary schools, Athletic Buildings, Manufacturing and more. And they all have shower enclosures!

For example, one project – a museum – includes a specification for seven enclosure manufacturers. You might be among them; you might not. Regardless, your strategy if you follow this line of thinking will be the same: to make your product the one that gets installed.

Hereâ€s the problem: in the specification, all seven are listed as “basis of design.” If you are among them, your strategy might be different than if you are not among them. It would be harder if you are not part of the seven, but not impossible.

Letâ€s say you are one of the seven. Now your task is to prove to the architect you are the one over the other six that should be installed. Maybe a CEU does that. Or, perhaps sales call strategy on the owner of the project. Maybe you do a “value added” project, like conducting a study on other museum projects that included shower enclosures and present it to the architect.

KKT Architects, Inc. ,who happens to be one on this museum project, provides comprehensive architectural, interiors, structural engineering, civil engineering and planning services. Itâ€s a good-sized firm, with many contacts. You need to identify the key one or two and then start that type of conversation.

But say you are NOT one of the seven. How would you proceed?

The same way! CEUs, engagement, personal presentations – the difference is that you have to “introduce” yourself in whatâ€s known as the “cold call.”

And thatâ€s a story for another time.

Keep in mind that this kind of strategy can be done with any product. Weâ€re here to help because we know you donâ€t have all the time necessary! Let us know how we can do that. Thanks for reading.

____________________________________________________________________

[1] Builder On-line, September 2019, “Top Bathroom Design Trends Expected for 2020” and article by Sebring Design Build, 14 Bathroom Design Trends for 2020.

[2] 2019 U.S. Houzz Bathroom Trends Study, November, 2019, Survey of 1,360 homeowners.

[3] NKBA, 2018-19 Kitchen and Bath Market Outlook, February 2019.

[4] Global Shower Enclosure and Cubicles Market 2017-2021

[5] The Truth About Specification, by John Schneidawind, AIA highlights key findings on an AIA survey of 330 architects on how they select and specify building materials for commercial projects. The article stresses the importance of an architectâ€s relationship with building product manufacturers and report that 60% of the time the architect already knows which materials an architect is going to use. https://www.architectmagazine.com/aia-architect/aiafeature/the-truth-about-specification_o

[6]USlegal.com defines it as “Basis of design is a term used in engineering, which typically consists of text paragraphs, preliminary drawings, equipment lists, etc. Well-defined requirements consist of a set of statements that could form the basis of inspection and test acceptance criteria. The basis of design documentation and the specification identify how the design provides the performance and operational requirements of the project and its systems.”

[7] We had a client recently tell us that they are not only the leader, but that get three out of four specifications in their product area. We congratulated them, and then did our own research. We found out this assumption was not only false; it was dangerous, because other companies who make what our client made were creeping into the specifications. Aggressive companies – not complacent companies – win the battles. As Jim Mattis said in his book, Call Sign Chaos, “Improvise, adapt, and overcome. Do whatever it takes to carry out the intent.”

The post Open Showers Trend in 2020 Offers Opportunity to Increase Brand Exposure in Shower Enclosure Specifications appeared first on Accountability Information Management.

The real essence of a market strategy for a product manufacturer deciding to enter a market, however, is answering four questions:

1. How big is the market you are entering?
2. How many products do you want to sell into that market?
3. Are you going to take away buyers of other products for yours or create new buyers?
4. How and where are you going to sell products?

The fourth question can actually shape the first three questions. For example, if you decide to sell direct in a two-step distribution market, your market size may expand or contract accordingly. Or, if you have an established two-step distribution base, will filling it with your new product eat into your other product sales?

This fourth question has grown in importance over the years because of technology and the Internet. The evidence is any market you examine today: established brands are being overturned, pushed aside and threatened by other brands simply because of the way they go to a market.

Strategy Becomes Increasingly Complex

Unless you have a well planned and executed market strategy – one based on facts not fiction – you are not likely to succeed for long in this disruptive environment. As markets become more complex than manufacturers care to admit, so does the strategy to penetrate them  (see a blog on this topic, Who’s On First when it Comes to Strategy).

Success is often the result of inertia that has been built up over the years. People, being people, think that things will also go on like before because of that inertia.

You have only to review business today to see this argument falls flat (i.e., mergers, acquisitions, new competitors change the landscape quickly, and no amount of money or effort can sustain and prevent market upheaval).

A general rule, then, is that any established market a manufacturer may want to enter has leaders and followers already in it (unless of course you are creating a new market). That is, there are established brands and secondary brands. Lately, because of technology and the Internet, there are what we call “interloper brands” that disrupt a market. These are brands that seem to come out of nowhere and establish a base within a market, surprising both the established and secondary brands.

Wall-Hung Vanities are No Different

According to Grand View Research, the global bathroom vanities market size was valued at USD 7.5 billion in 2018 and is expected to expand at a CAGR of 5.9% from 2019 to 2025. Those are “nice to know” stats, but whatâ€s really behind them to help you match a successful strategy?

The first thing you find when examining that market is the rampant confusion of just what a wall-hung vanity really is. Itâ€s always important to “define your terms” and using research results like the above is no different.

As a matter of fact, with all specifications, the main obstacle is language. Is a vanity a sink? A fixture? A cabinet? Just deciding on one of those definitions will impact your efforts if you decide incorrectly. And examining the 400,000+ specifications available in the construction market today via the ConstructConnectâ„¢ database to help you determine the answer is time and cost prohibitive unless you have a clear understanding and definition of your search terms.

Yet, if you are determined to penetrate the commercial wall-hung vanity marketplace, your strategy must include reaching the professionals who write these specifications: the architect or owner channels. This means contacts. This means having a sales force capable of making such calls on these professionals. This means implementing a concentrated marketing effort in order to tip the scales in your favor by having you listed or designated as “an alternative” in what may be a very crowded marketplace. This means, in short, you have to exert time and effort to find out the truth.

The Fourth Question

The fourth question we suggested – how are you going to sell your products – is essentially the determining factor in hatching your marketing strategy for wall-hung vanities. If you Google the term, youâ€ll find millions of pages all offering such products through a variety of channels. How do you expect to stand out or will you become just another vanity on the Google Wall? What is going to be your true differentiation and will it be strong enough and important enough to your customer and potential customers?

Should you consider a retail strategy? A showroom strategy? Both? What about selling direct?  How will your strategy to reach the consumer market differ from reaching the commercial market?

If you want to sell a lot of these products in a single swoop, commercial specification is the way to proceed. But, getting specified isnâ€t easy. This is the “road less traveled by,” but it makes all the difference.

Besides, regardless of the road you take, it will be crowded with competitors. Therefore, differentiation will be one of the real keys to success. Your wall-hung vanity MUST differentiate to be purchased or specified.

Your market position as you aim for specifications is always divided into those brands that dominate a specification and the other brands that want to dominate. Sometimes, “basis of design” is important. Therefore, your strategy for the commercial market always begins with a specification analysis.

In the case of wall-hung vanities, a curious thing occurs when you do that: unlike other markets, there is no dominant brand. In fact, the specification market for wall-hung vanities is virtually devoid of brands – making it wide open territory for a manufacturer who wants to penetrate and dominate it.

Of course the wall-hung vanity will compete with other sink/vanity options in the commercial market. Typically, in the current specification mode, the decision on what wall-hung vanity to use is left to the contractor. Is that where you want to play?

Many Start, Few Finish

Before we get too excited, it is important to face the realities of discovering the right strategy.

There is a reason no brand dominates wall-hung vanities: it is partially because it may be considered a commodity product.

Fighting your way out of a commodity world is extremely difficult and costly, and so many companies in examining the risks, take a different path. That is, they produce a “me too” product and hope by entering established channels they can at least get something.

Or, like many manufacturers today, they let their brand be dragged into the commodity world unknowingly by believing that the world doesnâ€t change. This gives the “interlopers” an open ticket to disrupt.

But, if you have true differentiation, you actually can succeed in breaking through even in a commodity market. However, you have to put your differentiation (either product or service differentiation) in front of the people who matter: the architects and owners who make or influence the purchase decision.

Many manufacturers turn to specialized rep organizations to help with these efforts. While these companies do what they advertise, they do so on behalf of all the lines they carry. The weight they give your product during the presentation to the architects and owners – the knowledge they bring to the table – is only as good as you, the manufacturer, trained them to have. Or as the other manufacturers have given them.

Will they fight for your specification? Do they know enough to dismantle the existing specification with benefits of your product or at least put doubt in the mind of the owner or architect – if they can get in front of them to begin with?

Targeted Market Exposure Used to be Easy

In the old days, the manufacturer would run an ad in one of the five architectural or four owner publications that existed, leads would come in and salesmen would call. Many manufacturers who followed this pattern built strong market shares. Prior to the disruptive environment that exists today, these were the major brands found in the specifications.

But, times change. Today, people are getting information from all sorts of channels – not just the media outlets. In fact, the five architectural publications have become three and owner publications are quickly disappearing, suffering like all print publications from the onslaught of digital information.

However, established brands in markets are not invulnerable. They, like secondary or interloper brands, have to fight in order to maintain their position. In fact, in a recent AIM research report , we found that the leading product manufacturer who for years dominated the specifications for a specific product suddenly dropped to the number two preference. In other words, the dominant brand was no longer dominant in the specification arena. Anything is possible.

How Does this Change Happen?

Effort. Targeting the right architects and owner organizations repeatedly with information, presentations and education. Itâ€s not cheap or easy, but in the long term, that is the only way to topple existing specifications and gain traction in the commercial market.

In fact, that is the only way to maintain the existing specification by leaders. The dirty secret of digital communications is that there is never enough. The thirst for more data canâ€t be satisfied (see the Blog, how much data can you eat?).

Often, however, leaders become complacent. That complacency is your opportunity to begin your campaign.

Wall-Hung Vanities Spell Opportunity

This category of product seems to be wide open for someone to come in and dominate the category. In the past two years, for example, only 133 projects in the ConstructConnect™ Insight database had “Wall-Hung vanity” in the specific specification, and within those, no one manufacturer dominated. In fact, more than not, that was an open specification – left to the contractor or owner to “fill out.”

In todayâ€s current commercial construction environment, there are 105 active projects with “Wall-Hung vanity” in the specifications, and the absence of a dominant player still exists. Therefore, if you are a manufacturer of Wall-Hung vanities and want to dominate this category, you have to start with these 105 projects.

The market valuation for these projects is $1.7B. Thatâ€s a lot of potential for wall-hung vanities, and even more if you can dominate the specification.

Where do You Start?

There are 25 different types of commercial projects for wall-hung vanities in our group of 105 projects, but only three of these markets comprise 81% of the total share: Apartments, Hotels and Nursing Homes. If someone tried to convince you that government buildings or medical offices are the key markets for your vanities, your aim would be considerably off. It isnâ€t that government or medical arenâ€t markets: your potential would be only 4% or so of the available markets for Wall-Hung vanities. Where would you rather hunt?

Architects with Influence

There are ten architects that control over 50% of the projects that involve wall-hung vanities in our grouping. Four of those ten are involved in the top-valued projects. Here is the list (the top four are among them) for your review:

• Leddy Maytum Stacy Architects (LMS)
• Martin Riley Associates Architects, P.C.
• IBI Group
• Architectural Concepts Inc.
• FRCH Design Worldwide – Cincinnati
• WATG
• Gorman & Company, Inc
• Cornerstone Design Architects- Ann Arbor
• Bargmann Hendrie + Archetype (BH+A)
• Bessolo Design Group Inc

How do you tell which are the top four? Through specification analysis! Or, is it better to aim at all ten?

Often, not a single architect or small group will control an end user client like a hotel chain.

For example, AVIDâ„¢ hotels is part of the IHG group of properties. Avidâ„¢ hotels is IHG’s newest brand. In this group of products with wall-hung vanities, there are 18 projects going on – and not all by the same architect. This is not uncommon when the owner holds the key decisions on what goes into the rooms. Here is a list of those architects for your reference.

• ADR Designs
• AP Architecture Inc.
• B&A Architecture
• Carlson Design Team
• Craig A. Otto Architect Inc.
• Dale Sweeney Designs
• Design 360 Architects
• FORM Architectural Group
• HRH Architects, Inc.
• Indigo Design
• Jerry Herndon Architect
• Leonard Design
• Leung Architects
• Maust Architectural Services Inc.
• Overcash Demmitt Architects
• Pure Design
• RSS Architects
• Union3Studio, Inc.

But, in many cases you might be better off contacting the IHG group directly. Often with large hotel chains they have a pre-approved list of manufacturers for fixtures and fittings or a standard spec that cannot be revised by the architect.  If your brand is not on the approved list, your brand will not appear in the specification.

This is just the beginning of the type of analysis that will help you hatch your strategy for successful penetration of the commercial and residential wall-hung vanity market or any product in a market. For more information including more lists, strategies and discussion, please call us. Weâ€re here to help.

The post How to Penetrate the Commercial Wall-Hung Vanities Market appeared first on Accountability Information Management.

While smoke detectors are only one component of a complex building fire alarm system designed to provide safety, preserve health and protect buildings, some would argue it is the most important.   Smoke detectors are constantly working to detect the existence of smoke that could potentially endanger the lives of the building occupants by warning them “in time.”

There are many different types of smoke detectors designers must consider. For example, there are beam smoke detectors, duct detectors or aspirating detectors, and the designer must select the smoke detector that best meets the projectâ€s goals.  To assist designers in proper specification, it is important for these device manufacturers to keep architects up to date on their brandâ€s guidelines, safety record and performance standards.

According to a current 2019 report published by the National Fire Protection Association (NFPA)[1], “Fire Loss in the U.S. in 2018”, there were over 1.3 million fires in the U.S during 2018.  This resulted in the death of 3,655 civilians and over 15,000 injuries. These fires resulted in property damage of over $25 billion.

In specifying smoke detectors for commercial projects, architects and designers need to make sure they not only follow the applicable codes, but that they understand the specific smoke detector applications, building requirements and any unusual conditions that may exist in the building environment. Manufacturers need to continuously connect with designers since product features and benefits change frequently.

Specifying Smoke Detectors-Meeting the Requirements

Selecting and specifying smoke detectors can be complicated.  According to a recent article published by Electrical Contractor magazine titled, “Smoke Detection 101”[2], there are basically two different types of smoke detectors.  One type detects invisible or slightly visible particles of smoke (ionization principle) and the other detects visible particles only using photo electric light. The first step in the specification process starts with a clear understanding of the fire protection goals of the specific project and owner.

Besides, todayâ€s more advanced smoke detectors utilize multiple types of detection all in one device. A typical detector might include photoelectric, ionization, heat, and carbon dioxide detection. Here, the architect, while he delegates to the fire protection engineer, does well to educate himself on some of these choices, especially since some of these products are often proprietary. While there is nothing wrong with have proprietary equipment, maintenance and service should also be factored into the ultimate specification.

It is also important for the designer to consider where the smoke detectors will be placed.  The placement of the smoke detectors will have a big impact on the ultimate performance of the specific type and brand of smoke detector used.

Another complex part of specifying smoke detectors is that there are many national and local fire codes that need to be addressed.  Codes change based on a number of variables.  For example, ICS Engineering[3] firm indicates that no two facilities are the same.  The decisions and codes on the smoke detection equipment can vary based on factors such as number occupants, type of business conducted, local response times and number of floors. Choosing the right smoke detectors requires customization to building needs and applicable codes.  Who, but the architect, is the ultimate arbitrator of what the client really needs?

Aesthetics

Although the particular style or appearance of a smoke detector is not nearly as important as performance and reliability, in some cases the “look” may impact the architectâ€s selection and specification of brand.  There are some types of luxury projects that may select a particular brand based on how well it compliments their appearance.  In addition, in major renovations or additions, the profile or look of a particular smoke detector may need to match or accommodate an existing footprint.

One of the best ways for fire/smoke detection manufacturers to increase their position in the market with architects is to provide design professionals with data and “real” examples of their smoke detectors long-term performance and durability by type of facility. In a 2019 Accountability Information Management, Inc. (AIM) Market Trends Research Study[4], building professionals indicated that their biggest fear in trying new brands was that the product wonâ€t perform or last as long as promised. With actual proof of performance and durability, manufacturers have a better chance of being specified and ultimately installed. With most building products, and especially with life/safety products, it is very difficult to get designers to switch brands. Keeping design professionals updated and informed on product features and benefits is critical to a brandâ€s ultimate purchase – and to changing their mind on what they are specifying.

Using Spec Analysis to Strengthen a Brandâ€s Market Position

Many manufactures work hard to get their brand in the facilityâ€s specification and to be included in the list of approved brands.  For many manufacturers, getting a product into the specification can be a difficult task.  Architects and designers do not change or review their specs often.   In research conducted and published by Architect Magazine titled The Truth About Specification[5], many times architects re-use or revise existing specifications.  AIMâ€s Brand Preference Study revealed just how competitive the smoke detector market is.  In this unaided blind brand preference study architects and designers were asked to list their top three brands of smoke detectors.

There were over 10 brands or companies mentioned by architects that were “involved” with the specification of these products. Although the list of specific brands has no doubt shifted over time, the numerous choices designers have to choose from still holds true.

A brandâ€s market position is fairly static — unless something disrupts it. In one of AIMâ€s research reports – What is a Brand – we argued that “Architects are like ranchers when it comes to managing  brands that they specify. While the architect may specify a variety of different manufacturers†brands (beef), itâ€s the firmâ€s name on the door that owner hires — not the manufacturer(s). The architectural firm itself becomes the “brand” and the assurance that the products in that specification offer quality and reliability.”

In another post called “Whatâ€s Love Got to do with a B2B Brand?” the author argues one of the key ways B2B people get information about products is from their peers! They pointed out that facilities use a variety of methods to find architect/engineer firms to help them with a particular project or service they need. The cited one of AIM’s studies that indicated the method used by the higher percent of respondents was recommendations from peers/associates. Facility management people talk to each other on what works or doesnâ€t work. The reason they use this method is because it provides them with the most honest feedback on a firmâ€s performance and the quality of work.

Designers have lots of brand choices when it comes to smoke detectors and also talk to each other about brands.  In fact, the recent search of specs for smoke detectors there were often at least 5 brands specified, and contractors could basically select any brand that complied with the performance requirements outlined in the specification or in the drawings.

In some cases, the list even includes “pre-approved manufacturers” as in the following two examples:

To help manufacturers evaluate their brand position in the marketplace, it is important to first understand more about an architectâ€s level of involvement when specifying smoke detectors.  How much control or influence does the architect or designer have on selecting a particular brand of smoke detector?

How Involved Are Architects?

Looking smoke detectors, the architects†involvement in specifying a specific brand or manufacturer can vary based on the project type, the ownerâ€s requirements and the architectâ€s knowledge of smoke detection equipment. In AIMâ€s Architectâ€s Brand Preference research, 44% of the architects surveyed indicated that they were involved in selecting and specifying the brand of smoke detector.  In addition, of those that were involved, 22% indicated they did not have specific brand preference.

This was a major increase since previous research which indicated only 5% had no brand preference.  Could this be that the specification of smoke detectors is getting more complex and the architect delegates the brand selection to other professionals? How does the manufacturer of a component like a smoke detector penetrate the architectâ€s mind and demonstrate just how important that device is in the overall fire protection scheme?

While architects may indicate they have “no preference,” they are, in fact, involved in specifying and recommending commercial smoke detection equipment.  Itâ€s really up to the manufacturer to “train” the architect to “prefer” their brand. This is done through testimonials – demonstrations of usage and preference by the end users served by the architects!

For example, according to NFPA 72, there are some tests and inspections that are required by law. A commercial fire alarm must be tested once per year in order to ensure it is working and up to code. What if the manufacturer of a smoke detector brand did a research study with end users on which brand makes this easy – or which brand makes this difficult? And what if that manufacturer used this research to demonstrate to architects why they should prefer their brand?

Research is one of the best ways to bring in testimonial proof that will benefit the architectâ€s customer: the end user owner or developer.

The architect will in fact weigh in on the type of look or performance they want achieve. However, due to the complexity of commercial projects, architects may delegate the brand selection to “others” in the specification path. The further the manufacturer of the component moves from the architectâ€s sight-path, the further his brand will move into someone elseâ€s choice.

Many design firms today maintain a list of “approved” brands that have met specific performance and quality requirements.  If a manufacturer is not on “the list”, the chance of being in a specification are limited.  It is becoming increasingly important for manufacturers to expose and educate architects on their product features, benefits and other services they offer the market. However, it is not impossible (i.e., the research discussed above).

Preference

Becoming a brand on the architectâ€s preferred list of brands is key to impacting a brandâ€s position in the specifications. To be on a firmâ€s list of approved smoke detectors, a manufacturer needs to provide more than just a quality product.  They need to have a history of top performance, offer premiere service and local support for their brand.  What can smoke detection manufacturers do to enhance brand selection and preference? How can manufacturers convert “no preference” answers into specifications and recommendations for their brands? These are important questions.

Impacting Brand Specification with the Basis of Design

To answer these questions, consider what we know about specifications. The key to gaining ground in specifications is to become part of the “basis of design.”[6] This means that the architect or designer is calling out a specific brand that is used to meet the objectives of the project. To learn more about how often “basis of design” is used in smoke detector specs, we used ConstructConnect™, (https://www.constructconnect.com/), an online construction database, to get a better sense of how smoke detectors are specified. By searching the projects smoke detector specifications for “smoke detector with Basis of Design,” in specific years, we can see how the specification for “basis of design” and specific brands has changed in this category.

Almost half (49%) of projects in 2018 with a smoke detector specification also included a brand as the “basis of design.” In fact, this has increased slightly since 2012 where “basis of design” was specified in 47% of the smoke detector specifications.  This analysis also indicates that while only half of projects with smoke detector specification have a “basis of design” spec, there are specific brands that consistently appear as the basis of design.

Since there are a variety of different brands that are involved in delivering smoke detectors to the market, this type of spec analysis can show manufacturers how often their brand is specified as the “basis of design” and if it has shifted over a specific period of time.

Since the market is constantly changing as new and existing manufacturers introduce new products to the marketing, it is important for a manufacturer to continuously review their position in the project specifications.  While a manufacturer cannot always be sure that they are on a firmâ€s “preferred” list, they can evaluate how often their brand appears in the specifications and measure how often they are the “basis of the design” or appear in the project schedules. If a brand is found in the specifications and is the “basis of design,” they certainly are going to be on the list of “preferred” brands.

Recent analysis of the smoke detector specs also indicates that in some specs, a specific brand can be called out.   To avoid being replaced by a “less expensive” smoke detector or a “comparable” product, smoke detector manufacturers may want to strive to be specified as the brand with “no substitutions”.

In thousands of specifications, however, there is no specific brand specified.

This is an “open door” for manufacturers not only who are the leaders, but those who want to be leaders to penetrate the architectâ€s mind.

The same research can be done on the other product categories or on specific brands based on the manufacturerâ€s needs.  AIM can design a spec analysis to meet a clientâ€s objectives and look at a particular brand/manufacturer, by territory, competitors, project type, location or by spec area/schedule. Let us know where your interests are. Thank you, and let us hear from you!

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[1] Fire Loss in U.S. in 2018, October 2019, published by National Fire Protection Association, based on a survey of over 2,700 fire departments.  https://www.nfpa.org/News-and-Research/Data-research-and-tools/US-Fire-Problem/Fire-loss-in-the-United-States

[2] Smoke Detection 101, Electrical Contractor Magazine, June 2018, Wayne Moore, Fire Protection Engineer, Jensen Hughes

[3] ICS Engineering, “Fire Alarm System Design”, http://www.icsenggroup.com/fire-alarm-systems.shtml

[4] 2019 Market Trends Study on Product Selection, October 2019, On-line survey with 170 architects, designers and facility professionals. Open-ended comments indicated over 50% of respondents feared a new product would not perform or last as long as promised.

[5] The Truth About Specification, by John Schneidawind, AIA highlights key findings on an AIA survey of 330 architects on how they select and specify building materials for commercial projects.  The article stresses the importance of an architectâ€s relationship with building product manufacturers and report that 60% of the time the architect already knows which materials an architect is going to use.

[6]USlegal.com defines it as “Basis of design is a term used in engineering, which typically consists of text paragraphs, preliminary drawings, equipment lists, etc. Well-defined requirements consist of a set of statements that could form the basis of inspection and test acceptance criteria. The basis of design documentation and the specification identify how the design provides the performance and operational requirements of the project and its systems.”

The post What Architects Need to Know When They Specify Smoke Detectors appeared first on Accountability Information Management.

As water conservation becomes more and more critical to the commercial building industry, designers need to look at more than just cost and aesthetics when selecting a particular brand or type of flush valve.

According to the 2015 EPA WaterSense Fact Sheet [1]there were over 27 million flush valve commercial toilets in existing facilities with an average 500,000 new flushometers/flush valves installed every year. The WaterSense EPA study went on to estimate that there are over 67 billion commercial flushometer/flush valve flushes per year, and that adds up to a lot of water.

By conserving water, building owners can not only be environmentally conscientious but can also save money. More and more architects and engineers need to consider the efficiency and performance of  flushometers and flush valves if water conservation is a goal. It is important when specifying a particular brand of flush valve that the architectâ€s specification stress the importance and requirements for overall performance and water conservation.

So which Flush Valves are being specified? Which ones SHOULD be specified?

Selecting Flushometers or Flush Valves

So often in the construction of new commercial buildings, the up-front cost in relationship to the water conservation goals is the key consideration when selecting and installing a particular brand of flush valve.

While the architect may have specified a particular “brand” based on performance, aesthetics and preference, many times value engineering takes over and an alternative brand is purchased simply because it is cheaper. In the long run, to save a facility time and money, the “true cost” or life-time cost of a flush valve needs should be considered over just the original purchase price.

In a 2018 article published by Construction Canada[2], architects and engineers were encouraged to consider all costs, direct and indirect that would be incurred throughout the life cycle of a product. This would include several factors such as the durability, reliability, ease of installation and product efficiency.

One of the major issues that can impact the life-time cost of a flush valve is the frequency and ease of maintenance. Many times, flush valves are exposed to added vandalism or poor water conditions that increase the long-term cost to maintain the product. According to the WaterSense EPA fact sheet, a flush valve can last up to 20 years but can require parts replacements such as batteries (in the case of electronic) or new diaphragms. Some, like piston flush valves, require less maintenance and deliver more accuracy according to experts in the field. Maintenance will add additional labor costs too.

As far as other selection criteria, the style and look of commercial flush valves or flushometers have not changed too much over the years. Current models may be offered in different finishes or with a manual or electronic option, but the overall design (and functionality) has not changed much. For some types of projects, architects and interior designers may look for flush valves that have a unique look or style. However, the flush valve must still demonstrate superior performance and long-term durability. Manufacturers that can design a unique flush valve design that offers superior performance and durability may just have a way to differentiate their brand from the “others” specified.

One of the best ways for manufacturers to increase their position in this market is to provide architects, designers and engineers with data and “real” examples of their flush valveâ€s long-term performance and durability by type of building. In a 2019 Accountability Information Management, Inc. (AIM) Market Trends Research Study[3], building professionals indicated that their biggest fear in trying new products was that the product wonâ€t perform or last as long as promised.  With actual proof of performance and durability manufacturers have a better chance of being specified and ultimately installed.

Using Spec Analysis Strengthen a Brandâ€s Market Position

Many manufactures work hard to get their brand in the architectâ€s specification and to be included in the list of approved brands. For many manufacturers getting a product into the specification can be a difficult task. Architects and designers do not change or review their specs often.

In research conducted and published by Architect Magazine titled The Truth About Specification[4], many times architects re-use or revise existing specifications.

AIMâ€s own Brand Preference Study revealed just how competitive the flush valve market is. In this unaided blind brand preference study, architects and designers were asked to list their top three brands of flush valve/flushometer products.

There were over 10 brands or companies mentioned by architects that were “involved” with the specification of these products. Although the list of specific brands has no doubt shifted over time, the numerous choices designers have to choose from still holds true. Designers have lots of brand choices when it comes to flush valve products. In fact, the recent search of specs for flush valves there were often at least 5 brands specified and contractors could basically select any brand that complied with the performance requirements outlined in the specification or in the drawings.

To help manufacturers evaluate their brand position in the marketplace, it is important to first understand more about an architectâ€s level of involvement when specifying flush valve products. How much control or influence does the architect or designer have on selecting a particular brand of flush valve.

Influence Matters

Looking at flush valves, the architects†involvement in specifying a specific brand or manufacturer can vary based on the project type and impact on the overall project. In AIMâ€s Architectâ€s Brand Preference research, 45% of the architects surveyed indicated that they were involved in selecting and specifying the brand of flush valve. However, of those that were involved, 31% indicated they did not have a brand preference.

This was a major increase since previous research which indicated only 3% had no brand preference. Seemingly, brand in flushometers is meaning less and less.

Could this be that the specification of flush valves doesnâ€t matter to the architect or is this type of specification and decision on brand delegated to other professionals? Or possibly, the architect really doesnâ€t perceive any differences among brand?

While architects may indicate they have “no preference,” they are, in fact, involved in specifying and recommending commercial flush valves. The architect will weigh in on the type of look or performance they want achieve. However, due to the increasingly complexity of commercial projects (i.e., IoT and other trends), architects may delegate the brand selection to “others” in the specification path.

Many design firms today maintain a list of “approved” brands that have met specific performance and quality requirements. If a manufacturer is not on “the list”, the chance of being in a specification are limited. It is becoming increasingly important for manufacturers to expose and educate architects on their product features, benefits and other services they offer the market.

Becoming a brand on the architectâ€s preferred list of brands is key to impacting a brandâ€s position in the specifications. To be on a firmâ€s list of approved flush valves, a manufacturer needs to provide more than just a quality product. They need to have a history of top performance, offer premiere service and local support for their brand. What can flush valve manufacturers do to enhance brand selection and preference? How can manufacturers convert “no preference” answers into specifications and recommendations for their brands? These are important questions.

Brand

In one of AIMâ€s research reports – What is a Brand – we argued that “Architects are like ranchers when it comes to managing  brands that they specify. While the architect may specify a variety of different manufacturers†brands (beef), itâ€s the firmâ€s name on the door that owner hires — not the manufacturer(s). The architectural firm itself becomes the “brand” and the assurance that the products in that specification offer quality and reliability.”

Products like flush valves have been around a long time, and specific brands have established themselves within these categories. However, the Internet has changed this, as has mergers and acquisitions of companies. One thing is certain: the installed base is where the battle for brand dominance takes place. New companies entering the market know this; they go after high-valued projects to break through and establish performance.

The measurement of who wins and loses is always in the specifications themselves. When a market like flush valves who has seen the same names year over year start seeing new entrants on the specifications, that is the signal that the game is changing. Architects are driven people – who seek knowledge to help their clients build the best building that they can build. That thirst for knowledge is also a thirst for creativity – solutions that not just sound good, but actually deliver on performance. This is why the “Basis of Design” becomes a critical factor in understanding how to impact market penetration.

Impacting Brand Specification with the Basis of Design

Consider what we know about specifications. The key to gaining ground in specifications is to become part of the “basis of design.”[5] This means that the architect or designer is calling out a specific brand that is used to meet the objectives of the project. To learn more about how often “basis of design” is used in flushometer/flush valve specs, we used ConstructConnect™, (https://www.constructconnect.com/), an online construction database, to get a better sense of how flush valves are specified. By searching the projects plumbing specifications for “flushometer or flush valve with Basis of Design,” in specific years, we can see how the specification for “basis of design” and specific brands has changed.

Only 27% of projects in 2018 with a flush valve specification also included a brand as the “basis of design.” In fact, this has decreased since 2012 where “basis of design” was specified in 30% of the flush valve specifications.

Think about that: almost 75% of projects are non-brand specific! This is the signal that it is a commodity marketplace – and can be available for a new or established player to gain market share.

AIMâ€s analysis also indicated that while the number of projects that have a “basis of design” spec is fairly low, there are specific brands that consistently appear as the basis of design.

Since there are many brands that are involved in delivering flush valves to the market, this type of spec analysis can show manufacturers how often their brand is specified as the “basis of design” and if it has shifted over a specific period of time.

Ultimately, the owner or facility will have control of the brand that is purchased but contractors, architects and engineers all have influence. Recent research we conducted suggests 6 to 10 people are involved in a purchasing decision!

In another proprietary piece of research conducted by AIM, we saw – for the first time – where the leader in this category was displaced in architectural specifications by another brand! The conclusion is obvious: they are fighting harder!

Since the market is constantly changing as new and existing manufacturers introduce new products to the it, what is important is for a manufacturer to continuously review their position in the project specifications. While a manufacturer cannot always be sure that they are on a firmâ€s “preferred” list, they can evaluate how often their brand appears in the specifications and measure how often they are the “basis of the design” or appear in the project schedules.

If a brand is found in the specifications and is the “basis of design”, they certainly are going to be on the list of “preferred” brands. Recent analysis of the flush valve specs also indicates that the “basis of design” brand may not even be listed in the spec, but can only be found on the drawings.

To avoid being replaced, flush valve manufacturers may want to strive to be specified as the brand with “no substitutions”.

The same research can be done on the other product categories or on specific brands based on the manufacturerâ€s needs. AIM can design a spec analysis to meet a clientâ€s objectives and look at a particular brand/manufacturer, by territory, competitors, project type, location or by spec area/schedule. Let us know where your interests are. Thank you.

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[1] EPA WaterSense Flushometer-Valve Toilet Fact Sheet (EPA-832-F-13-003) December 2015 https://www.epa.gov/watersense/commercial-toilets

[2] Construction Canada, “Consider Lifetime Cost When Specifying Commercial Plumbing Products”,

December 4, 2018,

[3] 2019 Market Trends Study on Product Selection, October 2019, On-line survey with 170 architects, designers and facility professionals. Open-ended comments indicated over 50% of respondents feared a new product would not perform or last as long as promised.

[4] The Truth About Specification, by John Schneidawind, AIA highlights key findings on an AIA survey of 330 architects on how they select and specify building materials for commercial projects. The article stresses the importance of an architectâ€s relationship with building product manufacturers and report that 60% of the time the architect already knows which materials an architect is going to use. https://www.architectmagazine.com/aia-architect/aiafeature/the-truth-about-specification_o

[5]USlegal.com defines it as “Basis of design is a term used in engineering, which typically consists of text paragraphs, preliminary drawings, equipment lists, etc. Well-defined requirements consist of a set of statements that could form the basis of inspection and test acceptance criteria. The basis of design documentation and the specification identify how the design provides the performance and operational requirements of the project and its systems.”

The post How Manufacturers Make Sure Their Flush Valve Brand Doesn’t Get “Flushed” Out of Designer’s Specs appeared first on Accountability Information Management.

Architects have many factors to consider when selecting an HVAC system for the projects they are involved with.  Not only are there many different types of heating and cooling systems to choose from; architects must also weigh a myriad of other factors.

For example, what is the appropriate size to maximize the temperature control given the facility exposure to extreme hot and cold temperatures? How should the balance between the need for energy efficiency with the cost of purchase and installation be viewed? How does the long-term reliability and ease of maintaining the equipment factor in the decision?

Just these few questions show the complexity in decisions faced by the architect.

What manufacturers have to consider is whether “brand” is important to architects when they are specifying and selecting the HVAC system (see What is Brand research). Since the heating system is one of the key components in any facility, architects should be involved with the brand of system specified. Today, however, because of the complexity and technical nature of building systems, many times the architect delegates these decisions to other professionals—the mechanical engineer or temperature control engineer. In addition, there are times when the owner has a brand preference or input into the brand specification. So while involved, it becomes really a question of degree. The important thing for manufacturers to gauge is that degree.

Where does brand preference fit in?

In an independent brand preference study conducted by Accountability Management Information, Inc. (AIM), overall architects indicated that “brand” was one of the most important factors they consider when selecting an HVAC system for their projects. On average, architects rated brand a 3.8 (with 1= not at all important and 5=extremely important).  This was higher than other product categories studied.

So, what is in a “brand” that makes it so important?

A brand name can tell your customers and potential customers a lot about your company. A brand can represent an experience or a relationship a user has with your products. It is how people perceive you. A brand can set you apart from your competition. When architects specify a brand of product, it means they know your company and feel comfortable with the product and services your company delivers.

Most architects do not want to jeopardize their relationship with their clients. Therefore, architects or engineers that specify a specific brand have done a large amount of due diligence to ensure the manufacturer can deliver a quality product and stand by their product if there are issues down the road.

Nevertheless, in AIMâ€s architect preference study, only 50% of architects surveyed indicated they were involved with making brand specifications for building HVAC systems. While this was an increase of thirteen percentage from a previous study, it still means architects are not necessarily taking the lead when it comes to brand preference. In addition, the research indicated that 25% of the architects were involved but had no brand preference.

So where can the HVAC system manufacturers impact the selection and purchase of their brand?

Getting on the short list!

Based on AIMâ€s experience conducting research and talking with architects, building owners, engineers and other building construction professionals, many have what they call a “pre-approved” list of brands or manufacturers they specify. This list is typically reviewed annually or periodically by several professionals in an organization. To be on the list, a product has to have a history of durability, good performance, superior service and support. The list contains brands of products that the professionals are familiar with and that have been proven to work. Once a manufacturer is on the pre-approved list, it is more probable they will end up in the specification. However, a brandâ€s position on the list is not “guaranteed.” Manufacturers must continue to provide service and quality products.  Once a manufacturer “falls from grace,” it may be difficult to get back on the pre-approved list.

Besides being on the list of pre-approved products, HVAC system manufacturers can also maximize their chances of getting selected by positioning their products as the “basis of design.”

“Basis of Design”—The Brand of Choice

The key to gaining ground in specifications and preference is to become a “basis of design”[1]. This means that the architect or designer is calling out a specific brand that should be used to meet the objectives of the project. And while there will inevitably be other manufacturers listed as possibilities, it is the “basis of design” choice that drives the specification. It only makes sense, then, to become the “basis of design” to enhance brand selection and preference of a manufacturerâ€s product.

To learn more about how often “basis of design” is used in HVAC specs, AIM used ConstructConnectâ„¢, (https://www.constructconnect.com/), an online construction database to get a better sense of how “basis of design” and brands are specified. By searching project specifications for “furnace/heater projects with Basis of Design” within a specific year we can understand more about how the specification for “basis of design” and specific brands has changed year to year.

Interestingly, only 17% of projects in 2018 that had a furnace specification also included a “basis of design.” This is lower than in 2012, where “basis of design” was specified in 24% of the furnace specifications. Perhaps more indicative is that less than 1% of projects that had a furnace in the spec, also had “basis of design.”  This could mean that the specifications for a specific brand as the “basis of design” are decreasing or architects are changing their spec to more of a proprietary spec, meaning no substitutions allowed.

This type of specification analysis can also show manufacturers how often their brand is specified as the “basis of design,” and if it has shifted over a specific period. For example, this analysis example shows some brands have made a decrease in the specifications where their brand is the “basis of design” verses others where the percent has remained the same.

Furnace/heating (HVAC) system manufacturers must continue to keep in mind that the market is constantly changing and can afford them an opportunity to gain a leadership position (as no one dominates). It is important to monitor where your brand stands in the specification path and take measures to ensure a consistent exposure to architects. Certainly, there is room for growth and the opportunity to reach and influence the specifications is unlimited.

It is also important for HVAC manufacturers to continue to monitor and influence the “basis of design” in these specifications. By monitoring architectâ€s brand choice or use of a “basis of design” brand, will help manufacturers build and strengthen their brand position with architects. Since the building furnace and heating system is critical to the performance of any building, over time manufacturers may also want to look closer at what percent of the project is moving to an approved “proprietary” spec. AIMâ€s spec analysis showed cases where a specific “brand” was specified with “no substitutions” allowed.

Keep in Mind-Strengthening Brand Requires Service & Support

As heating and furnace technology advances, the architect needs to thoroughly understand the features and benefits your brand delivers. This includes knowing more about the importance of proper installation and the ongoing service/support your brand offers. Since there are many strong national HVAC system brands competing for the architectâ€s or ownerâ€s business, service and support are one of the ways to differentiate your brand from “others” in the market.

AIMâ€s research and experience in the building construction industry often indicates the following factors are critical to reinforcing and building brand loyalty.

• Availability—While a specific brand can be the “basis of design” or the brand of choice, if the product is not available when the contractor needs to install it, your efforts to impact the brand choice may ultimately fail.
• Service—The complexity of the HVAC system requires that your sales rep continue to build strong relationships with architects and engineers. The building construction market can be volatile and strong rep relationships and service can make or break your brand selection.
• Support—While rep relationships with your customers are important, the “support” offered by the manufacturer is also critical to building and maintaining brand loyalty. Not only do you need to keep the market “updated” on new products/services, but your website and product materials/programs need to be communicated regularly. Todayâ€s market demands a continuous flow of content from the manufacturer. Often established and strong brands feel the market has all the information they need on their products and yet AIMâ€s research indicates product “influencers” such as architects, contractors and engineers as well as the purchasers always want more.

This type of research on “basis of design” and brand can be done on the other product categories besides HVAC systems or on a specific brand. Let us know where your interests are. Thank you for reading.

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[1] USlegal.com defines it as “Basis of design is a term used in engineering, which typically consists of text paragraphs, preliminary drawings, equipment lists, etc. Well-defined requirements consist of a set of statements that could form the basis of inspection and test acceptance criteria. The basis of design documentation and the specification identify how the design provides the performance and operational requirements of the project and its systems.”

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