Advertising as Behavioral Cues: How Strategic Signals Influence Buyer Decisions in the Building Product Industry

By Alice Dickerson | Founder, Division 08 Marketing
6–7 minute read • February 6, 2026

How Advertising Shapes Buyer Behavior

Advertising does more than communicate product features or announce availability. In the building product industry, advertising plays a far more influential role: it shapes how buyers perceive brands, how they recall options, and how they ultimately make decisions. When used intentionally, advertising functions as a behavioral cue—an environmental signal that guides attention and influences action over time.

This concept is especially important in an industry defined by long sales cycles, multiple decision-makers, and high-stakes specifications. Visibility is not simply about awareness; it is about remaining present in the buyer’s mental landscape from early design through final procurement. Brands that understand how advertising functions as a behavioral cue are better positioned to build recognition, reduce decision-making friction, and influence demand.

Why Cues Matter in Buyer Behavior

Behavioral science shows that most decisions do not begin with evaluation. They begin with recognition. James Clear’s work on habit formation explains that every behavior starts with a cue—something that captures attention and prompts a response. In marketing, advertising serves that same function. It reminds buyers that a solution exists, reinforces familiarity, and brings a brand to mind at the moment it matters.

BJ Fogg’s Behavior Model further reinforces this idea, noting that behavior occurs when motivation, ability, and a prompt align. Advertising supplies the prompt. Without it, even motivated buyers may fail to act simply because the brand does not come to mind.

In the building product industry, this dynamic is amplified. Architects, designers, contractors, specification writers, and facility managers juggle dozens of projects at once. Their attention is divided, their timelines extended, and their memories stretched. Consistent cues help ensure a brand remains recognizable and relevant across that complexity.

Recognition Requires Reinforcement

Even manufacturers with strong brand equity continue to advertise consistently. This is not because they lack recognition; recognition fades without reinforcement. Visibility must be renewed, especially in a market where buyers are exposed to constant new information and competing solutions.

Repetition strengthens memory. Over time, consistent exposure builds familiarity, and familiarity reduces perceived risk. When a buyer recognizes a brand quickly, they are more likely to trust it, consider it, and ultimately specify it. This is not persuasion in the traditional sense—it is cognitive efficiency. Buyers choose what feels known.

The Habit Loop and Brand Memory

Charles Duhigg’s habit loop—cue, routine, reward—helps explain how advertising influences long-term behavior. In a marketing context:

• The cue is repeated brand exposure

• The routine is brand recall or consideration

• The reward is reduced effort, confidence, or perceived reliability

Brands that maintain consistent visual and verbal cues—colors, language, design patterns, value propositions—make it easier for buyers to recall them later. Over time, this recall becomes automatic.

This matters in specification-driven industries. Buyers are not starting from scratch with each decision; they rely on mental shortcuts built through prior exposure. Advertising helps establish and maintain those shortcuts.

The B2B Buyer Journey

Environment Shapes Decisions

Clear also emphasizes that environment shapes behavior more than motivation. In the building product industry, the buyer’s environment includes trade publications, digital platforms, professional networks, events, email communications, and social channels. Advertising helps shape that environment by placing consistent cues where buyers already spend their time.

Common environments where cues reinforce behavior include:

• Trade magazines and industry websites

• Digital advertising and retargeting

• LinkedIn and professional social platforms

• Industry events and conferences

• Email newsletters and educational content

Each appearance reinforces recognition. Over time, these cues reduce the cognitive effort required to choose a product or supplier.

Because purchasing decisions involve multiple audiences—direct buyers and influencers alike—visibility must occur across more than one channel. When advertising is removed, manufacturers must compensate with increased sales outreach, more frequent visits, or higher reliance on one-to-one engagement. While valuable, those approaches rarely scale as efficiently as strategic advertising.

Clarity Creates Cognitive Shortcuts

Clear messaging strengthens the effectiveness of behavioral cues. Donald Miller’s StoryBrand framework emphasizes that buyers gravitate toward brands that communicate simply and predictably. Advertising reinforces that clarity by repeating the same core message across multiple touchpoints.

When buyers consistently encounter a clear value proposition, they process it faster and with less friction. This cognitive ease increases confidence and accelerates decision-making—particularly important in industries where justification and accountability are required.

Advertising and Editorial Visibility

Advertising also plays an indirect but important role in editorial visibility. Publishers and editors naturally think of the brands they see most often. When developing articles, trend features, or expert roundups, they are more likely to reach out to companies that are visible within their publication ecosystem.

This is not transactional and not guaranteed—but it is practical. Familiarity guides awareness. Brands that are not advertising or participating in industry platforms may simply fall out of view, making them less likely to be considered for editorial opportunities.

This dynamic becomes more pronounced when publications are affiliated with trade associations or industry events. Media coverage often aligns with participation and visibility. Brands that are present tend to remain part of the conversation.

Why This Matters for Authority and SEO

Editorial visibility contributes to long-term authority in ways advertising alone cannot. Independent, third-party coverage supports credibility, search engine optimization, and discoverability across AI-driven search platforms.

Wikipedia, in particular, relies on independent editorial sources to establish notability. Advertising and sponsored content do not qualify. Manufacturers without consistent editorial mentions are unlikely to meet these criteria, limiting their long-term digital authority. Advertising supports editorial visibility by keeping brands present and recognizable to publishers.

Reducing Risk Through Visibility

Strong brands reduce perceived risk. In building products—where performance, safety, and longevity matter—buyers are more comfortable specifying solutions from manufacturers that appear stable, active, and engaged in the industry.

• Consistent advertising signals:

• Ongoing market presence

• Operational stability

• Industry participation

• Long-term commitment

These signals matter, especially when decisions carry professional responsibility.

Strategic Considerations for Building Product Manufacturers

For building product manufacturers and other construction-related suppliers, advertising should be viewed as a strategic tool for maintaining visibility across the audiences that influence and execute purchasing decisions. This includes trade professionals who purchase products and the architects and designers whose specifications shape demand. Consistent presence in the publications and platforms these audiences trust reinforces familiarity, credibility, and long-term preference.

As with any marketing investment, advertising decisions are most effective when approached strategically. Researching the right publications, understanding audience reach, and aligning media choices with business objectives helps ensure advertising supports recognition, reduces risk, and strengthens brand presence throughout the buying journey.

Frequently Asked Questions

What are behavioral cues in advertising?

Behavioral cues are repeated signals that influence recognition and recall. In advertising, these cues help buyers remember brands and make decisions more confidently over time.

How does advertising influence buyer decisions in B2B markets?

Advertising increases mental availability, making brands easier to recall when decisions are made. This is especially important in long, complex B2B buying cycles.

Why do well-known building product manufacturers continue advertising?

Because familiarity fades without reinforcement. Consistent advertising helps prevent brands from becoming “out of sight, out of mind.”

How does advertising support specification-driven buying?

Advertising reinforces recognition among architects, designers, and specifiers, making it easier to justify product selection during specification reviews.

Is advertising still effective in long sales cycles?

Yes. In long sales cycles, advertising maintains visibility across multiple decision stages and stakeholders until purchasing decisions occur.

What is the difference between advertising and editorial coverage?

Advertising supports visibility and recall. Editorial coverage builds authority and credibility. Both work together to strengthen long-term influence.

How does advertising affect editorial visibility?

Brands that maintain visibility are more likely to be remembered by publishers and editors when developing articles or seeking expert input.

What happens if a manufacturer stops advertising?

Reduced visibility can lead to lower recall, increased reliance on sales outreach, and a greater risk of being overlooked during decision-making.

References

Clear, James. Atomic Habits.

Fogg, BJ. The Fogg Behavior Model.

Stanford Behavior Design Lab. Fogg Behavior Model resources.

Duhigg, Charles. The Power of Habit.

Miller, Donald. StoryBrand.

Division 08 Marketing works with building product manufacturers to evaluate media options, plan strategic advertising programs, and align creative with long-term market objectives.

Trade Show Strategy: The Benefit vs. The Budget vs. The "Big Idea"

Exhibitor Source Design

By Erik Koglin | Creative Director, Exhibitor Source
6–7 minute read • January 9, 2026

Why Trade Show Marketing Often Feels Like a Compromise Instead of a Strategy

So often, when nearly any project begins, the natural order of the universe seems to rearrange the horse behind the cart. Particularly in face-to-face and event marketing, trade show strategy, sales objectives, and operational cost controls often pull in opposite directions. The result is a final marketing plan that feels more like a settlement than a strategy—rather than a clearly defined event marketing strategy aligned to measurable outcomes and trade show ROI.

Most exhibitors struggle to quantify the effectiveness of their trade show strategy. Admittedly, it is not easy to build metrics that accurately measure the efficiency of trade show exhibiting. Costs continue to rise, and many companies feel trade shows have become a quagmire of groups reaching into their pockets—or worse, an excuse for trade show managers to take a free trip.

So how does a savvy marketing manager transform compromise into a calculated strategy? How do competing priorities work together rather than against each other?

Why Defining a Clear Trade Show Objective Is the First Step to Success

A plan needs a purpose. A path needs a destination. Yet too often, companies lack a clearly defined objective behind their trade show marketing efforts. They attend because they feel they should. Beyond a general desire to increase sales, there is rarely a measurable goal. And if you redirected the dollars spent on a trade show program straight to the bottom line, the math might look appealing.

However, according to the Center for Exhibition Industry Research (CEIR), 81% of trade show attendees have buying authority, and 91% attend specifically to discover what is new. A trade show consolidates qualified leads with genuine buying power into a concentrated, purpose-driven environment. In reality, the opportunity cost of not participating must be weighed alongside the budget line item of attending.

What Are the Measurable and Intangible Benefits of Trade Show Participation?

There are tangible goals, such as lead generation, that are easy to measure through scans and business cards. But less tangible goals also carry significant value:

• Brand impression: A critical opportunity to influence market penetration and strengthen brand recognition within your industry.

• Industry research: Direct access to clients and prospects in a consolidated environment to inform product and service improvements.

• Strengthening partnerships: Face-to-face meetings with partners, buyers, and prospects allow for customized discussions and value-added strategies.

• Competitive insight: Rare access to multiple competitors showcasing their latest innovations in one place.

Identifying measurable objectives is the first step in building an effective trade show strategy. When you define the benefit of face-to-face marketing, you can establish metrics—even for intangible goals. Once metrics exist, spend can be evaluated more intelligently.

How Trade Show Objectives Should Guide Budget Decisions

Imagine beginning a conversation with an exhibit designer and builder. You clearly state that you want an exhibit that positions your brand prominently, includes space for demonstrating a flagship product, highlights a new product, and provides a private meeting area for high-profile clients. You want to present your company as an industry leader and leave visitors impressed.

You outline storage, meeting, and demo requirements and communicate that your budget for a 20×40 exhibit is capped at $75,000, including a 15% increase from last year.

But how was that number determined? Is it realistic? Is it sufficient? Is it strategic?

What Does a Realistic Trade Show Exhibit Budget Look Like?

Using CEIR industry data, a moderately complex 20×40 modular exhibit designed to support a strong brand message would likely require a budget closer to $150,000. In this scenario, there is a $75,000 gap between the desired “high-profile” outcome and industry benchmarks.

That does not mean the $75,000 budget is wrong. Budgets are real constraints, and exhibit partners can work within them. Cost control may require trade-offs, such as more off-the-shelf components, rentals, or simplified designs, while emphasizing a few critical elements that matter most.

Now consider this: if every dollar invested in your trade show program returned $3.50, would adding $25,000 to the budget be worthwhile? According to CEIR, well-performing trade show programs average a 4:1 ROI, with top performers achieving 5:1 returns.

How to Evaluate Trade Show ROI Using Metrics and Return on Objectives

Once objectives are defined, metrics can help establish return goals. It may take several shows to refine measurement and ROI relationships. But if a $75,000 budget returns $300,000, could a $100,000 investment return $400,000? And if so, would trading $25,000 for $100,000 make sense?

Not all metrics directly link to sales. In these cases, organizations shift from “return on investment” to “return on objective.” Positioning consistency, engagement goals, impressions, and calls to action become measures of success. When the “why” is quantified, the appropriate spend becomes clearer—and that spend shapes the ideas brought to the show floor.

Why Budget Constraints Can Lead to Better Trade Show Strategy

Everyone has big ideas. Most trade show examples online are either standard kits or massive, pacesetting exhibits from global brands. Designing with no budget—or unlimited budget—is easy. Most companies live in the middle, balancing limited resources with realistic expectations.

Constraints, however, are often helpful. When you clearly identify why you attend a show, define metrics to evaluate success, and align budget with objectives, you gain a significant advantage. Strategic limits guide better conversations with exhibit partners and lead to smarter, more effective solutions.

Big budgets do not guarantee success, and smaller budgets can still achieve meaningful goals. What matters most is clarity—clear objectives, clear metrics, and a clear strategy.

How Strategic Planning Enables Smarter Exhibit Design and Results

When those elements are in place, exhibit partners can better advise on experiences that align with goals and deliver measurable results. With a defined strategy and measurable outcomes, trade show marketing becomes intentional rather than reactive—and compromise becomes calculated.

How Division 08 Marketing and Exhibitor Source Help Maximize Trade Show ROI

Division 08 Marketing works closely with Exhibitor Source to help clients maximize the return on their trade show and conference investments. Together, we align strategy, creative direction, exhibit design, and production to create cohesive, high-impact event experiences.

This strategic partnership removes the burden from clients of managing the creative process and production details, which can be time-consuming and complex. From defining objectives and messaging to coordinating exhibit execution, Division 08 Marketing and Exhibitor Source ensure every element supports the broader brand and business strategy.

Alternatively, clients may choose to work directly with Exhibitor Source by contacting Marjorie Stickles. Use code Division08ATL to receive a free consultation with Exhibitor Source.

SEO vs. AI Discoverability: What Matters Most for Building Product Brands?

By Alice Dickerson | Founder, Division 08 Marketing
5-6 minute read • December 16, 2025

Why the Future of B2B Marketing Requires Both Search Optimization and AI-Ready Structure

For years, building product manufacturers, suppliers, and construction-industry marketers focused almost exclusively on search engine optimization (SEO) to drive visibility—aiming to rank on Google for high-value keywords with substantial search volume and relatively low keyword difficulty.

Today, the landscape has changed.

Content is no longer discovered only through traditional search engines. Architects, specifiers, contractors, and owners increasingly rely on AI-powered tools—such as ChatGPT, Microsoft Copilot, Gemini, and Perplexity—to research products, understand technical differences, and evaluate solutions long before they visit a website.

This shift raises an essential question for B2B organizations in the building products and construction industry:

When creating content, what is more important—SEO or writing for AI discoverability?

The answer is not either/or. The most effective strategy integrates both, with authority and clarity as the foundation.

Understanding the Difference Between SEO and AI Discoverability

Although SEO and AI discoverability overlap, they serve different purposes and evaluate content differently.

What SEO Is Designed to Do

SEO helps content:

• Appear in search engine results.

• Rank for relevant keywords

• Earn clicks and website traffic.

• Support measurable performance metrics.

Search engines evaluate factors such as keyword placement, page structure, metadata, internal linking, site performance, and backlinks. For building product manufacturers, SEO remains critical for visibility when architects or contractors actively search for technical guidance, specifications, or suppliers.

SEO answers the question: Can your content be found?

What AI Discoverability Is Designed to Do

AI discoverability determines whether content is:

• Understood clearly by AI systems

• Trusted as an authoritative source

• Summarized or cited in AI-generated responses

• Recommended during conversational research

AI systems prioritize clarity, structure, and expertise. They extract meaning from how content is written, not just which keywords are present. Well-structured answers, direct explanations, and consistent terminology carry more weight than keyword density.

AI discoverability answers the question: Can your content be understood and trusted?

Why Authority Is the Real Priority

Before optimizing for SEO or AI, content must establish authority.

In the building products and construction industry, authority is demonstrated through:

• Technical accuracy

• Industry-specific language

• Clear explanations of systems, standards, and performance

• Consistent terminology aligned with how architects and specifiers think

If content lacks authority, it will struggle to rank in search engines and will not be surfaced by AI platforms. Authority is the prerequisite that enables both SEO success and AI discoverability.

The Correct Priority Order for 2025 and Beyond

Based on current search behavior and AI adoption trends, the most effective content strategy follows this sequence:

1. Authority and Clarity (Foundation)

Content must clearly explain:

• What a product or system is

• How it performs

• Why it matters

• When it should be specified or used

For example, an article on retrofit security glazing should clearly differentiate forced-entry resistance from ballistic protection, explain performance standards, and outline where retrofit solutions fit into existing buildings.

2. AI Discoverability (Structure and Semantics)

Once authority is established, content should be structured to make it easy for AI systems to extract meaning.

This includes:

• Question-based subheadings

• Direct, concise answers

• Short paragraphs

• Lists and tables where appropriate

• Clear product, brand, and category references

AI-friendly content anticipates the questions architects, contractors, and owners are asking—and answers them explicitly.

3. SEO Optimization (Distribution Layer)

Finally, SEO techniques ensure the content is discoverable through traditional search.

This includes:

• Strategic keyword placement

• Optimized meta titles and descriptions

• Internal linking to related resources

• Image alt text

• Schema markup when applicable

SEO acts as the delivery mechanism that brings readers—and AI systems—to authoritative content.

What Is AI Discoverability vs. Answer Engine Optimization?

AI discoverability and Answer Engine Optimization (AEO) are closely related but serve different roles. AI discoverability refers to how easily content can be understood, trusted, and surfaced by AI-powered tools such as ChatGPT, Copilot, and Gemini. It focuses on clarity, structure, and authority.

Answer Engine Optimization, by contrast, is the practice of intentionally structuring content to directly answer specific questions AI systems are designed to respond to. In short, AI discoverability ensures content can be found and understood by AI, while AEO ensures it is selected, summarized, and referenced as a reliable answer.

Why Writing for AI First Is Gaining Importance

AI platforms increasingly influence how information is consumed. In many cases, users receive answers directly from AI tools without clicking through to a website.

If content is not structured for AI discoverability:

• It may never be cited or summarized.

• Brand authority may be overlooked.

• Competitors with clearer content may become the default reference.

Writing with AI discoverability in mind helps ensure that your company’s expertise shapes the answers being delivered—whether or not a click occurs.

What Does this Mean for Building Product Manufacturers?

For manufacturers and suppliers in the construction industry, content must now serve multiple discovery paths:

• Traditional search results

• AI-generated summaries

• Conversational research tools

• Specification research workflows

Articles, blogs, and technical resources should:

• Address real questions from architects and specifiers.

• Use industry-accurate language

• Explain systems, not just products.

• Balance technical depth with readability.

This approach supports brand authority while improving long-term discoverability across platforms.

Authority, AI Discoverability, and Community Visibility

Authority and AI discoverability also influence how content enters broader industry conversations. Clearly written, well-structured, and technically accurate content is more likely to be referenced in community-driven platforms such as Wikipedia and Reddit, where neutrality, clarity, and verifiability are essential.

These platforms favor sources that define concepts clearly and demonstrate subject-matter expertise. As AI systems increasingly surface and summarize authoritative content, visibility across search, AI tools, and community forums reinforces credibility, encourages peer discussion, and positions manufacturers as trusted contributors within the industry knowledge ecosystem.

The Key Takeaway

When creating content today, the most important priority is not choosing between SEO and AI discoverability. It is designing content that performs well in both environments.

• SEO helps content get found.

• AI discoverability helps content get referenced.

• Authority ensures content gets trusted.

A Final Question Worth Addressing

Are content marketers concerned that artificial intelligence could replace their role or reduce demand for their services? The short answer is no—at least not for experts who understand their industry. AI does not replace domain knowledge, strategic thinking, or real-world experience. Instead, it functions best as a research and efficiency tool—one that helps organize information, surface patterns, and accelerate execution.

The strongest B2B marketing strategies in the building products and construction industry align authority, SEO, and AI discoverability—creating content that ranks, informs, and influences decisions at every stage of the buying and specifying process.

Division 08 Marketing specializes in strategic marketing, content development, and consulting for building product manufacturers across the construction industry—and, beyond the CSI Division 08 category. Our approach aligns brand authority, technical accuracy, and discoverability to support long-term growth and specification success.

Exhibit with purpose: Strategies for trade show success

Trade Show Marketing

By Alice Dickerson | Founder, Division 08 Marketing
5-6 minute read • August 28, 2025

Why Trade Shows Are Strategic Investments

Trade shows remain one of the most effective ways for product manufacturers and suppliers to reach qualified buyers, specifiers, partners, and press. Whether you're exhibiting at AIA, GlassBuild America, World of Concrete, or a niche vertical event for architects, contractors, or facility management leaders—success comes down to strategy.

And not just at the show. The most productive exhibitors plan several months in advance to ensure their presence delivers measurable returns.

Long-Range Planning: Start Early to Secure Strategic Advantage

If you're exhibiting at a major industry event, start planning at least 90 days—and up to a year if you intend to:

• Upgrade your exhibit display or create a new one

• Host a hospitality event or business meeting

• Secure premium booth placement or offsite venues

Prime exhibit locations and hospitality spaces sell out quickly. Early planning ensures you don’t miss your opportunity to make a lasting impression. No one wants to be on the back wall, next to the restrooms or freight elevator!

Pre-Show Preparation: Build Momentum Before You Arrive

Here’s how to make your presence known before the show floor even opens:

• Set clear goals. Are you focused on lead volume, partner meetings, brand awareness, or customer retention? Define what success looks like and align your team.

• Promote early and often. Use email campaigns, social media, and your website to announce your participation. Share booth highlights, product debuts, demos, and an invitation to your company’s hospitality event if applicable.

• Ask your team members who will be staffing the booth to be an advocate for the event by sharing, liking, and commenting on event-related social media posts to help spread the word.

• Include calls to action. Offer free guest registration codes, links to your meeting scheduler, or previews of what visitors can expect to experience in your space.

• Publish a press release. Announce product launches, strategic partnerships, or what you’ll be demonstrating at the booth.

• Get your entire team involved. Don’t just rely on reps attending the show. Ensure that all sales and customer service teams are promoting the event to their contacts—regardless of whether they’re attending. Don’t assume who is or isn’t going. Share widely.

• Book meetings in advance. Reach out to customers, vendors, and media contacts well in advance of the show. Fill your schedule with strategic touchpoints.

Driving Booth Traffic: Make Your Exhibit a Destination

In a crowded expo hall, proactive engagement strategies can dramatically improve foot traffic.

• Be an event sponsor. Gain exposure through signage, show app placements, or sponsored sessions.

• Offer to speak or facilitate an AIA continuing education course. This will position your company as an industry expert.

• Promote live demos. Publicize specific times when you'll be showcasing a product or feature.

• Host a cocktail party, coffee service, or luncheon. Either in your booth or at a nearby venue. Invite customers, prospective buyers, media representatives, and other business partners for an extended networking.

• Use your platforms. Share teaser videos, product spotlights, and booth sneak peeks via LinkedIn and email campaigns.

• Send reminders. Don’t just promote once. Build anticipation with a content series and email reminders leading up to the event.

Booth Etiquette & Presentation: Your Brand Is on Display

Once the show begins, your booth becomes a live-action representation of your brand. Every interaction counts.

• Wear branded apparel to maintain professionalism and brand consistency. Especially if you have a large booth, otherwise, how will prospective buyers distinguish between exhibit staff and other visitors?

• Stand and engage—do not sit, eat, or scroll your phone while in the booth. If you must respond to a text, call, or email, step out of the space and into the aisle to do this.

• Keep the booth clean throughout the day. No coffee cups, water bottles, or clutter.

• Display materials prominently. Ensure product brochures, giveaways, and samples are easily accessible and clearly presented.

• Encourage interaction. Let visitors pick up, touch, or demo products where possible. Hands-on engagement is memorable.

• Train your exhibit team. Everyone should be aware of the key messages, differentiators, and next steps for visitors.

• Host live demos or micro-presentations. These draw crowds and spark conversation.

Lead Capture & Tracking: Every Contact Counts

Don’t leave leads to chance. Create a structured approach for collecting, qualifying, and organizing contacts.

• Scan every badge—even current customers. This helps track engagement and informs year-over-year metrics.

• Tag and qualify leads immediately. Note what products they showed interest in and what follow-up is required.

• Integrate with your CRM to reduce manual entry and shorten your sales cycle.

Post-Show Follow-Up: MovE Quickly and Learn From It

The show might be over—but the real work starts here.

• Send personalized follow-ups immediately following the event, or at least within 2–3 days. Thank visitors, share next steps, and offer helpful resources.

• Segment and prioritize leads. Sort contacts by urgency or buying stage. Create tailored follow-up cadences for hot prospects vs. long-term nurtures.

• Host a team debrief. Meet with your internal team and agency to discuss what worked and what didn’t—from booth design to staffing, to messaging.

• Document improvements. Note what should be refined for the next show—layout, visuals, lead retrieval tools, messaging, or engagement strategies.

• Ask for feedback. Include a short survey link in your follow-up emails to capture customer perspectives. What stood out? What was missing?

Final Thoughts: Successful Events Are Designed, Not Hoped For

Trade shows are too important—and too expensive—to leave to chance. With thoughtful planning, strong execution, and intentional follow-up, B2B exhibitors can turn events into long-term growth engines.

Whether you're exhibiting at a national, regional, or local event, your outcomes will reflect the quality of your preparation and execution.

Planning a trade show? Our free checklist covers everything you need to execute with confidence and impact. Download now.

Need additional guidance on trade show planning and event marketing strategy?

Division 08 Marketing supports building product manufacturers and others construction related suppliers with research-driven planning, promotional content development, and lead-conversion strategies designed to maximize trade show investment.

For more information or to schedule a consultation, contact info@division08marketing.com

What is Employee Advocacy and How Can This Help Build My Brand?

Employee Advocacy

By Alice Dickerson | Founder, Division 08 Marketing
5-6 minute read • March 12, 2025

Here’s how an effective employee advocacy strategy can build loyalty in your organization and amplify your social media messaging.

What is Employee Advocacy? This may not be a term you’re familiar with, but it’s undoubtedly one that is impacting your business and your bottom line.  A study from Weber Shandwick found that 50% of the U.S. workforce is voluntarily sharing about their employer via social media—that’s 60 million people talking about their place of employment. With that kind of exposure, ask yourself: What message are my employees sending out about my company?

Sales representatives using social media outsell 78% of their peers.

This is where an Employee Advocacy Plan comes into play. Studies indicate that when specific employees talk about your brand on various social media platforms, brand awareness can increase by 14x. [Check out these statistics!] This is because your employees are already on social media, and the average employee has 10x more followers than a corporate network. Not only that, but 90% of their audience is new to your brand. If that isn’t enough to convince you that your employees may hold the key to your next big marketing push, consider this: Only 15% of people trust recommendations from a brand. But, if that same recommendation comes from a person they know, that number jumps up to 84% (WeRSM).

How is a social media policy different from employee advocacy?

If you have a social media policy in place, that’s great—but it’s not the same as an Employee Advocacy plan. Your policy tells your employees how they can act on social media channels. Or, in most situations, they should NOT be participating in social media activity while at work. It’s the best way to stave off legal or security problems, but it doesn’t guarantee that your employees will post anything positive about your brand.

This is the big difference between social media policies and advocacy plans: One sets boundaries for your employees, while the other tells specific employees how they can advocate for your brand within those bounds. Of course, you don’t want every employee speaking on behalf of your company!

Who makes a good advocate?

Why not use every employee as an advocate? After all, the more employees you use, the more exposure your brand receives, right?

Wrong. This is NOT what we’re talking about.

Do you want every employee in your organization sharing posts on behalf of your company and adding their own ‘unedited’ comments? Absolutely not. There is a time and place for strategies that invite all employees to participate (I’ll touch on that later), but you should be selective about who is acting as your brand ambassador. Good advocates are employees who directly connect to your customers and prospective buyers and have already received training on communicating your message. They are individuals you know will use good judgment in what they “like”, “share,” and “comment on”. Potential candidates include management (specifically sales and marketing), field sales representatives, and perhaps customer service representatives.

5 Tips on Creating Your Employee Advocacy Plan:

1. Make the benefits clear. No employee wants to spam their social network. Participation should be voluntary since it relies on employees using their social media channels. What do they get from blurring the lines between work and personal life? Create a competition and offer an incentive to the advocate who generates the highest number of leads. Of course, you need to define the measurement up front and keep it simple.

2. Invest up front. If you’re considering attaching your advocate’s social media profile directly to the company (e.g., your head marketer has a secondary X (Twitter) account linked to the company), hire a photographer to take professional headshots. Consider holding a special training on how they should interact on behalf of your brand: Is your company’s voice fun and youthful? Serious and professional? Please make sure they can be both themselves and consistent with the brand.

3. Choose the right social platforms. The days of feeling obligated to have a presence on every social media channel are over. Based on your industry and target market, choose the social media channel(s) best suited to build your brand and deepen your relationship with existing customers. Did you know that 80% of those who participate on LinkedIn do not engage on any other social media channels? LinkedIn is the top B2B lead-generating social platform for reaching professionals and key decision-makers. Here are some statistics for you. Another underestimated social channel is Pinterest. Building product manufacturers, architects, designers…there is so much more B2B activity on Pinterest than expected. Need a project or product showcase? Pinterest makes it easy!

4. Communicate and monitor. Ensure you communicate the difference between your social media policy and your employee advocacy plan. Designate someone on your marketing team to be responsible for monitoring your social media activity to ensure everyone is complying—at least until you are comfortable.

5. Focus on the benefits. Be cautious, but don’t overthink the potential negatives because the employees you choose to be advocates for your brand already are, right? They are on the front line for you daily, talking with customers and prospects. All you are doing is asking them to “tune in” to what your marketing team is posting on social media to “like” and “share” with their connections and followers—many of whom are customers and influencers.

People connect with people

Look at the number of social media connections on your company page. Now, look at the number of connections some of your key sales representatives have. People connect with people, not as much with company pages. The company page is more of a repository—a place to share information that should be shared exponentially by its employee advocates and external influencers.

Ultimately, your Employee Advocacy Plan needs to reflect your company. What works for one company won’t work for another. It’s up to you to know your employees, product or service, and customer base well enough to marry the three into a successful plan. If you’re unsure where to start or how to create a plan that works for you, we’re here to help. Take action with our marketing team, and let’s get your Employee Advocacy Plan off the ground.

Frequently Asked Questions

What is employee advocacy?

Employee advocacy is when select employees share and engage with company-approved content on their personal social media channels to expand reach, credibility, and brand awareness.

Why does employee advocacy matter for B2B sales?

People trust people more than brands. When employees share relevant content and insights, it can expand visibility, strengthen relationships, and support sales conversations with qualified audiences.

How is an employee advocacy plan different from a social media policy?

A social media policy sets boundaries and rules for employee behavior online. An employee advocacy plan identifies specific employees and provides guidance on how they can advocate for the brand within those boundaries.

Should every employee participate in employee advocacy?

No. The most effective programs are selective and focus on employees who interact with customers and can represent the brand with good judgment and consistency.

Who should be chosen as an employee advocate?

Strong advocates often include sales and marketing leaders, field sales representatives, and sometimes customer service team members who understand the brand message and can communicate professionally.

What should an employee advocacy plan include?

A plan should define expectations, approved messaging themes, measurement methods, training resources, and internal accountability to keep participation consistent and aligned with business goals.

How do you motivate employees to participate without making it feel forced?

Keep participation voluntary, explain the benefits to both the employee and the company, and provide recognition or simple incentives tied to meaningful outcomes such as engagement or qualified leads.

Which social platforms work best for employee advocacy in B2B?

Choose platforms based on where your audience is most active. For B2B marketing, LinkedIn, YouTube, and Instagram are the best platforms because they connect directly with professionals, specifiers, and decision-makers.

Why is LinkedIn often the best platform for building product manufacturers and suppliers?

LinkedIn supports professional networking and industry-focused content, making it effective for sharing project highlights, educational content, hiring updates, and thought leadership articles with architects, designers, general contractors, and other potential business partners.

What should employees share as advocates?

Employees can share company posts, project examples, educational articles, event updates, industry insights, and behind-the-scenes content that helps audiences understand the company’s expertise and value.

How do you measure employee advocacy success?

Track simple metrics tied to business goals, such as engagement from target accounts, profile visits, website clicks, content shares, inquiries, and lead quality from tracked links.

How does employee advocacy support specification-driven marketing?

When employees share educational and project-focused content, it reinforces credibility with architects, designers, and owner representatives and helps keep the brand visible during the specification process.

What are the biggest risks of employee advocacy, and how can they be managed?

Common risks include inconsistent messaging or off-brand commentary. These can be managed by selecting the right participants, providing training, clarifying expectations, and monitoring activity during the program rollout.

Building an Advocacy Strategy That Supports Sales and Specification

Division 08 Marketing works with building product manufacturers, suppliers, and construction-industry brands to develop structured employee advocacy programs that align with sales goals, brand standards, and specification-driven marketing. From policy guidance and training to content planning and performance tracking, our team helps organizations activate their employees as credible voices that expand reach, strengthen relationships with the AEC community, and support measurable business growth.

Aligning Building Products with 2024 Architectural Design Trends

Learn What’s Top of Mind for Architects

Despite talks of a recession in 2024, the U.S. construction forecast still predicts growth, particularly for multi-family, hotel and manufacturing projects.

 That said, high material costs and inflation—driven by energy prices, wages and consumer spending—is causing unpredictability while elevated interest rates have made lending more costly and difficult.

 With all these economic pressures, architects are increasingly seeking product manufacturers as partners to help deliver high quality, energy efficient, long lasting, and sustainable buildings.

Common Values

What are architects looking for when selecting manufacturers to work with?

 In addition to shared values—such as protecting the environment, transparency, diversity, and inclusion—architects are seeking products to help their designs reduce embodied carbon, decrease energy use, support circular practices and in some cases, enable net zero designs.

 Not only does the building industry generate 40% of annual CO2 emissions, but embodied carbon created by manufacturing products and materials accounts for 11% of global annual emissions and is connected to issues of public health and equity. Taking this responsibility seriously, more than 1,200 architectural firms have signed on to the American Institute of Architects’ AIA 2030 Commitment to achieve carbon neutrality by 2030.

Consequently, companies taking steps to reduce the use of fossil fuels, use renewable energy sources and reduce the environmental footprint of their products are best poised to help architects and building owners achieve important decarbonization targets,

This goes hand in hand with the 3 R’s – reduce, reuse and recycle.

With well-designed products, the use of resources and materials through manufacturing and fabrication can be reduced. Incorporating increasing percentages of recycled content in products is valuable. For example, with glass, this might mean incorporating recycled cullet into the manufacturing process.

Architects are also interested in products and materials that can be recycled at the end of life. In addition to reducing waste, circular materials reduce carbon in the atmosphere and can help building teams qualify for credits in building certification programs.

On the topic of diversity, equity, and inclusion (DEI), architects and building owners are looking to incorporate these values and principles into their supply chains and designs. Consequently, they want to partner with manufacturers who share these same values.

Green Building Certifications

The grandfather of sustainable building certifications and the most well-known is the U.S. Green Building Council (USBGC) LEED program. LEED-certified buildings have been documented to consume 25% less energy and 11% less water than a typical building.

LEED-seeking buildings will favor building products which can help the project earn points. For example, in the Indoor Environmental Quality category, products supporting daylighting can help earn points in two credits: Daylight and Quality Views.

Currently under development, LEED v5 is evolving to include timely issues like equity, health, ecosystems, and resilience.

Whereas LEED awards points for predicted energy efficiency, the International Living Future Institute’s Living Building Challenge takes things a step further, requiring metered energy consumption after one year of operation. Another difference is design teams have more liberty to pick and choose the credits they want to pursue with LEED while the LBC is more holistic and rigorous in its requirements for certification.

Another program gaining traction is the International WELL Building Institute’s WELL Building Standard. Unlike some other rating systems, which primarily on the building's environmental impact, WELL distinguishes itself with its emphasis on occupant health and well-being.

Other programs growing in popularity include Passive House and Green Globes.

Some qualities which architects are seeking in building products to help support any or all these certifications are volatile organic compounds (VOC) content, thermal performance, natural light, ventilation, and connection to the outdoors.

Here are just a few examples:

• Water-based coatings1 for the use in manufacturing spandrel glass is an excellent example of a solution that supports a no—to low VOC finished product.

• Fire-rated glass ceramics1 produced without the use of hazardous heavy metals antimony and arsenic.

• Prefabricated fire-rated steel columns1 delivered to the jobsite ready to install and with an intumescent layer incorporated in the column design, eliminating aftermarket coatings being applied in the field. 

• Guardian Glass1 and Vitro Architectural Glass1 continue to innovate high-performing glass coatings to improve energy efficiency.

• Operable Glass Wall Systems support biophilic design by connecting indoor/outdoor spaces, increasing the flow of natural daylighting while also offering large views.

Also key, and often required for certifications, is transparency. Consequently, it is essential for product manufacturers to develop and provide updated Environmental Product Declarations (EPD’s) to help architects quantify environmental information on a product or material’s life cycle.

Adaptive Reuse

Another key trend to look out for in 2024 is growing interest in adaptive reuse projects. Driven by carbon reduction goals, conserving resources, reducing waste and historic preservation, developers and building owners are commonly choosing renovations and adaptive reuse over new construction.

By reusing a building’s existing structure and shell, project teams are tapping savings in material costs and labor, not to mention reducing their environmental footprint.

Of note, a former American Institute of Architects (AIA) President Carl Elefante once said, “The greenest building is the one that already exists.”

To help support retrofits and adaptive reuse, it behooves manufacturers to both promote these product applications and continue developing solutions for this growing demographic of project types.

As an example. various architectural glass applications were incorporated in the Wheeler Kearns design that transformed an old Kraft Food Plant constructed of concrete and masonry in Bentonville, Ark., into a contemporary art exhibit at the Crystal Bridges Museum of American Art’s Momentary, paying homage to the site’s history as Osage hunting land.

More Trends

To better target architects with their marketing efforts, manufacturers should pay heed to a few more trends in 2024 – modular solutions, prefabricated components, and biophilic design.

According to the Modular Building Institute, modular construction has tripled since 2015. Assembled and tested in factory-controlled settings, these solutions are reducing waste, increasing quality control and delivering savings in construction costs and project schedules.

In a similar vein, prefabricated construction offers many advantages including enhanced quality and durability, lowered costs and project timelines, less waste and reduced on-site labor.

Biophilic materials and designs have been proven to increase health and wellness, healing, job satisfaction, employee retention and productivity. Popular biophilic elements include daylighting, water features, greenery, natural and natural-looking materials like wood and stone.

Increase Your Reach

For guidance in positioning your building products for greater architectural reach, contact the industry experts at Division 08 Marketing2. Of note, the company is a full-service marketing and advertising agency specializing in the building products and construction industry, including—but not limited to CSI Division 08, 05, 03, and 010 categories.

Footnote1: Product or company references are not intended to imply these are clients of Division 08 Marketing, LLC. The intent is to educate through examples shared and are not paid promotions.

Footnote2: Since the inception of Division 08 Marketing, the company has expanded to serve clients in various CSI division categories.

Marketing Building Products to Architects During Pandemic Crisis

MARKETING BUILDING PRODUCTS TO ARCHITECTS DURING PANDEMIC CRISIS

The impact of COVID-19 will be felt long after this crisis has settled, including how we view the spaces in which we live, work and play. Architects and interior designers are now challenged to design spaces that support social distancing and infection control, hence researching products from a new perspective. The products specified will play an essential role in creating healthy, safe, and functional living and workplace environments.

Clients will be looking for the following:

• New layouts with flexible space design 

  • folding sliding glass wall systems for interior and exterior applications. 

• Materials that can be easily disinfected

  • non-porous, solid surface materials such as glass, steel, or quartz.

• Access controls, low-touch, and hands-free door hardware solutions

How we market these products will have to change as well. As we adapt to the “new normal”, we must become more innovative in how we sell products to our customers, including how we inform and educate specifiers and influencers. 

Virtual communication has become a requirement with the stay-in-place requirements and many employees are still working remotely. As architects and designers start to make the transition back to the office, outside visitors and face-to-face meetings may be restricted long term.

If you are concerned about getting your building products in front of architects, explore some of these options:

• Online Meetings with platforms like Google Meet or Zoom.

• Increase your social media presence

• Virtual Showrooms - Here is a guide on how virtual showrooms can help you.

• Email Broadcasts

• Text Marketing - Research shows a higher percentage of people would prefer text communication over email.

While in some cases construction has proven itself to be essential, there has been a disruption to many construction companies globally. McKinsey and Company explain COVID-19’s effects on supply, demand, and industry dynamics and how construction can emerge stronger after COVID-19. With these new challenges comes the chance for new learning opportunities.

As building manufacturers and suppliers, we must adapt our marketing [and sales] approach to meet the current needs of the target audiences we serve. Architects and designers, as well as direct buyers, should have ease of access to product information, technical data, and sales support.

If you don’t have the time and resources to offer your AIA continuing education courses direct via webinars, consider utilizing a third-party platform such as AEC Daily to promote and manage your AIA content. This will support your brand while also allowing architects to stay current and obtain much-needed AIA CE credits. 

Division 08 Marketing is prepared to support your business as you continue to navigate the COVID-19 world. Division 08 can develop AIA’s, facilitate new online processes, and help you transition to a form of marketing that is relevant in the current climate. Schedule your free 30-minute consultation to explore your options today.

The Value of a Professional Headshot

HOW A PROFESSIONAL HEADSHOT CAN IMPROVE YOUR PERSONAL BRAND RECOGNITION

If you’re going to be part of a professional business, having a professional headshot is crucial in putting your best face forward. Although it may seem unimportant in the grand scheme of running or working for a business, it’s very beneficial for communicating your brand. Your brand is what sells your business and putting effort toward formulating a certain brand will guarantee good sales. Make sure to choose someone who specializes in professional business photography.

The definition of a headshot is simple: A headshot is a portrait of yourself you can use for your website, social media, brochures, or any other method you use in order to promote your business. It helps clients or other collaborators remember who you are and remember what sort of business you are promoting. A professional headshot is one among many small details that can make a big difference for you and your business, whether you are a manufacturer, distributor architect, interior designer, you name it. Of course, your professional “headshot” should not be limited to just that. Get creative. Have fun. But, stay true to who you are,  the business you represent and make sure your images speak to your primary target audience.

FIVE KEY CONSIDERATIONS TO USING A PROFESSIONAL HEADSHOT TO CULTIVATE YOUR BRAND:

1. Personalization of your business. Of course, every business is made up of people. However, being able to show off the specific team of people that make up your business helps to personalize the company. Personalization of your business is important as it helps collaborators to trust your business as an organization made up of trustworthy, competent people. A trustworthy and competent brand is beneficial for any business, and in turn will make your company an easier sell. 

2. Professional Headshot → Professional Perception. Whether we want it to or not, first impressions can be everything. A headshot serves as your first impression to people who may be collaborating with your business. Since you get to decide what you want your headshot to convey, you can formulate the first impression you want to make. Having a professionally taken headshot puts forth a professional appearance. An initial impression of professionalism will make you and your business stand out. Click here to read more tips on how to create a professional-looking headshot.

3. Communicate with style. Just as the professionalism of the headshot quality communicates a certain message, so will your outfit and style. The clothing you choose for your headshot will contribute immensely to your brand statement. Certain outfits can communicate a very specific message about your company. Whether you want to appear professional, or more laid-back and casual, the clothing employees choose for their headshots will be a tremendous aid in showcasing what the general feel of your company is. Learn more  about how to choose your headshot outfit. 

4. Makes you recognizable to business contacts. A headshot is very practical, as it provides a face to look for when meeting up with people outside of your business. This makes outsiders feel more comfortable visiting your business, as they have already been able to put a face to whomever they’ve been communicating with up to that point. If collaborators can quickly associate people with the business, this already surrounds your brand with a feeling of trust and familiarity for the client.

5. Confidence. Having a headshot that portrays you as a professional, trustworthy, and competent employee will help you feel just the same. A business comprised of confident employees is more functional, and thus makes the appearance of functionality authentic. No matter what your brand is, confidence will be crucial in selling it.

Although a headshot may seem relatively unimportant compared to everything else you need to run an effective business, a good headshot can do a surprising amount of work regarding the development of your personal brand. A professional headshot is an excellent investment for your business and in branding yourself as someone people can trust to get the job done. 

Are you curious about what it means to have a personal brand and how it can benefit your business? No matter what your line of work is, Division 08 Marketing wants to help you to get the answers you need. Schedule your free, 30-minute consultation today to discuss branding your business the way you want it to be.

Is Trade Show Marketing Relevant now that Digital has taken over?

LEARN HOW TO MAKE THE MOST OF TRADE SHOW MARKETING

Are you questioning whether you should participate in an upcoming trade show event? Is it worth the investment of your time and money? Absolutely. However, it’s a process and one that must be managed properly to achieve a successful outcome.

The ROI of a trade show can be exponential if you play your cards right.  But, before you invest thousands of dollars to be an exhibitor, do your research—and be selective. Make sure to participate in events that are exclusive to your target audience and key influencers. Define your objectives and think about how you will measure ROI.

According to Entrepreneur, here are 6 benefits of trade show marketing:

1. Get a glimpse at the competition. While this shouldn’t be your main priority, being near other companies in the same industry will let you see what’s new and interesting in the marketplace. And, how your target audience is responding to all that is being offered.

2. Great PR opportunities. Distribute an effective press release prior to the event to create some buzz around your product offering and drive traffic to your booth. Reporters that write specifically about your industry will be sharing highlights of the upcoming event and they will be attending, so if you can gain an interview or mention in their writing--video, then you have just earned yourself some great PR. Take advantage of every opportunity before, during and after the event.

3. Potential partnerships. Not every other exhibitor at a trade show is your competition. Some may offer products or services that complement your business and creating new partnerships may prove beneficial. Trade shows and conferences provide excellent opportunities to network within your industry, conduct research and to share best practices.

4. Increase your exposure. The promotion of the event includes promotion of the exhibitors and sponsors of the trade show as well, as for months in advance. The press coverage, social media and blogs can increase your searchability. As people search for information surrounding the trade show, your own content is more likely to found. For example, make sure to include @GlassBuild or @AIA18CON in your social media posts, and relevant # hashtags.

5. Awards and recognition. Many trade shows give out awards and participating is worth the entry fee if you have a product or service that is innovative and effective. Volunteer to be a speaker or invest in a sponsorship. Awards and other recognition during the event will add credibility in the eyes of your customers.

6. Create and build momentum. Participating in a trade show is a lot of work and your products, services and marketing must be on point. Preparing for a trade show event should also be an exciting time. Your sales team should leave feeling energized and inspired following a successful outcome.

The benefits are great, but how do you maximize ROI and brand awareness? As mentioned earlier, choosing the right trade show is important, but that alone will not make it successful. Maximizing your ROI at a trade show takes strategy.

According to statistics by Exponents Insta USA Inc., the average company allocates 31.6% of their total marketing budget to еvеntѕ and exhibiting. With more than $24 billion dollars spent by US Exhibitors for trade show displays, 70% of those exhibitors have no specific objectives for the trade show. On top of that, 81% of trаdе ѕhоw attendees have buуіng authority. If you are going to invest a large portion of your marketing budget to exhibiting, then it is essential that you set objectives and take advantage of the exposure you will have to all those attendees with buying authority. By doing so, you will both maximize your ROI and brand awareness.

To provide a little more insight into how you can maximize your ROI at a trade show, here are the 5 most important trade show investments according to Inc.:

1. Location. Location. Location. It doesn’t matter if you have the best booth and a solid plan—if you are tucked away in the back corner where there is little to no foot traffic. A prime location is key. If possible, grab a spot near the entrance, next to the refreshments or a corner booth.

2. Have a great giveaway. If you want attendees to share their business card with you, or scan their badge, then you are going to have to entice them. Offer one or two grand prize giveaways via a drawing that will set you apart from other exhibitors, and offer small, useful promo items to everyone.

3. Staff your booth with the right people. For a trade show you are going to want your most extroverted marketing and sales staff that will represent your company well. Choose those you can count on to be heads up, alert and engaging with those who may otherwise just keep walking past your booth.

4. Invest in pre-show marketing and training. Promote the event, and your participation as an exhibitor. Put it on your website, send it in a newsletter and post it across your social media channels. Offer customers a free guest pass. Also, if some of your top customers will be attending, send them a personal invitation to stop by your booth to visit. Have a pre-show meeting with your exhibit team to make sure everyone understands to reason for being at the events, trade show etiquette and expectations.

5. Have a strong follow up system. Assign one person to oversee the process on how to capture leads during the event [hopefully with the ease of one or more lead retrieval devices], and the distribution of the leads following the event. Make sure leads are properly qualified, existing customers are acknowledged and make sure no one falls through the cracks. Follow-up and the timing of the follow-up is critical. Lack of follow-up will cause you to lose credibility and result in low ROI.

With the right strategy, your business will reap the benefits of effective trade show marketing and you will maximize the return on your investment. Trade shows are ideal for building brand awareness. Make the most of it!

If you are not sure how to properly research, plan and execute on trade shows and other event marketing opportunities, we can help guide you through the process—or completely manage your event calendar. Contact us today to schedule your free 30-minute consultation, and let us help you reap the benefits!