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Top 7 ways to advertise your business


Starting a business is hard, but maintaining it can be even harder. Especially when you are in an industry that is constantly changing; something that worked yesterday won’t necessarily work today. Relying only on word of mouth or the occasional advertisement is not enough to keep your business afloat. Lucky for you though, there are many different ways to advertise your business – all it takes is some creativity and strategy!

If you don’t have a marketing team, don’t worry! Here are a few tactics to help you get started with your marketing efforts. Of course, the first step is to always understand your target audience and provide quality customer service for an excellent customer experience.

1) Develop a presence on social media

Social media has become the cornerstone of modern advertising campaigns. Social networks like Facebook, Twitter, Instagram, Pinterest; each have millions of users worldwide. Not taking advantage of these sites means giving up a huge portion of potential customers who spend their time scrolling through pictures on Instagram or reviewing posts on Facebook. Businesses both big and small have reaped the benefits of a social media presence, so prioritize creating a fan page for your company to increase brand exposure. Some best practices for social media marketing are to keep your content entertaining, educational, or engaging with a focus on the viewer and not necessarily on your new product or service.

2) Utilize email marketing

Although direct mail used to be a favorite for advertising, email has been one of the most effective ways to reach an audience even with all the new changes in technology. While many businesses rely very heavily on social media for advertisement, some companies are missing out by neglecting their emails lists. Email marketing allows you to contact customers personally with relevant information about sales or special deals they may be interested in; both increasing loyalty towards your brand and increasing revenue! If you don’t already have an email list, now is the time to create one! Check out some email marketing software that can help you manage your email lists and keep your communication consistent and timely.

3) Start a blog

A blog, or weblog, is the best way to establish yourself as an authority in your industry. The more educational information you can provide your readers, the higher up on Google search you will be – which means even more traffic to your website! Educating your audience about different products and services is also very important. It not only helps potential buyers make informed decisions but it also allows for customer feedback. A customer that feels more educated because of your efforts increases the chance of customer loyalty. However, blogging can prove to be frustrating if you don’t do your research in search engine optimization (SEO). Understanding keywords and how they rank is an important step in blog writing so make sure to include this if you’re looking to increase website traffic. If you don’t already have a blog for your company, start one today! You can check out The Best WordPress Hosting Providers to help get you started.

4) Develop a mobile app

Mobile apps have become an integral part of our daily lives and it is only becoming more so as time goes on. This makes them the perfect advertising tool, as they can be used to advertise other products and services which you offer or other businesses in your industry at the tap of a finger. Because this is such a common practice today, people will definitely be interested in seeing what your app has to offer! If you already have one, advertise that fact everywhere; on your social media pages, packaging for your product/service, website – literally anywhere! If you don’t have an app there are agencies and resources that can help you design, develop and execute the perfect app for your business.

5) Advertise through your website

Another way to advertise is through your very own business website. If you don’t have one already, it’s time to create a professional page for your company featuring all of the necessary information about who you are and what you do. This should be clear and concise as possible so potential customers know exactly what they’re getting when they visit you. Once you’ve set up a reliable doorway for them to enter, make sure that that doorway doesn’t go unnoticed; an excellent way to increase sales is by placing ads on various parts of your site which link out to other products/services available to them (which they may find useful). If you’re writing a blog, this blog should be on your website as another way to increase traffic to your page. Owning and managing a website for your brand is vital in today’s world and should be a part of your marketing mix no matter how small or large your company is.

6) Advertise as a Google My Business Page

Another excellent form of online marketing is Google My Business. If you haven’t heard of Google My Business, we think it’s time that you did. Google My Business is a platform on which businesses can advertise their own unique local page with little to no work! All it takes is an active Google account, linking your website to your Google My Business profile, and then filling out some information about your business (hours of operation, contact info, etc.). Google My Business listings show up in searches for relevant search terms, making them highly beneficial for companies dealing with local customers; especially ones who are looking for immediate assistance such as needing directions to your location, needing store hours, or wanting to call ahead. Google My Business is extremely effective for SEO as it makes search engines happy and establishes trust between your google profile and your website.

7) Spread the word through print media

One effective traditional and offline marketing strategy is print media such as flyers or pamphlets. It may seem outdated but there are consumers who find these to be helpful tools when searching for certain services. If someone has lost their pet, they would most likely turn to the internet for solutions before they would pick up a flyer – but if they are trying to find out how much it is to spay/neuter their dog, flyers become invaluable. Flyers are a great way to advertise a specific promotion you’re running, a product you just released, or a deal going on at your location! If you don’t want to personally print off hundreds of flyers every other day, try using flyer printing software. This can help organize large amounts of data into one simple sheet which can be printed as many times as necessary – no need for an office full of interns or a team of graphic designers.

Businesses need to advertise themselves in order to be successful however if you’re a small business, you probably don’t have the ability to hire a full marketing department that performs market research and creates the best digital strategy for your brand. Even if you are a larger organization, your marketing campaign will always need evaluations and the introduction of new ideas in an effort to continually grow your brand awareness. But no matter the size of your company, these 7 marketing tactics can help any business to be successful and moving forward. If you’re still unsure where to start or you have a new product you’re trying to launch, call us! We’ll be able to successfully qualify what types of marketing will work for you and take the necessary steps to find the best solution for you and your target audience. We have been in the business of promoting and marketing for over twenty years with a few awards to prove it and we’d love to help!

How Best to Market Your Building Materials Product


You’re a building materials manufacturer and you have an amazing product. That doesn’t necessarily mean you know the best way to get it out into the world, or that you think marketing it to an audience is even important. Marketing a brand or product is important but it’s also important how you market it and to whom. Here are some thoughts from Dean Horowitz, President of commARCH Magazine, on the subject starting with his top three ways to get your product and message in front of the right audience.

  1. MEDIA IS THE CONSTANT Media is the way to build and maintain a relationship as long as you choose the right forms of media to connect to your target. This could be video, digital, print or a combination of all those forms.
  2. ONLINE PRODUCT SELECTION/RESOURCE When the person you need to appeal to is looking for a solution that addresses a need, it is imperative that your product be a part of as many resources that your target may be referencing as possible. This allows you to be visible and also gives the architect the product information they need to properly source and spec your product.
  3. EDUCATION Inform the audience to the benefits of your brand/product. This can be done through Lunch & Learns, for example. Connect with forward thinkers and innovators of any age because these are the people who will be inspired by a new solution to a problem. They’re also the ones who will be most interested in trying something different or switching to a new technology.

Now that we’ve detailed some of the ways to amplify your message, here is something to consider in terms of who you should be targeting. When it comes to building materials manufacturing, there is a give and take that exists between architect and owner/developer that can have a big impact on what they’re creating together. Make sure your product and brand story messaging is compelling to both architects and developers. Otherwise, either one might not see the benefit of your product and you could be value-engineered out of the equation.

If an architect can’t advocate for choices they’ve made, it will be much easier for the general contractor to disregard the architect’s spec to save money. On the other hand, unless the developer can understand how something will ultimately benefit their bottom line in the long run, they’re likely to focus primarily on short term savings and go in that direction. In the end, there has to be the combined wish to make something great with a clear understanding of how your brand can be a part of making that happen.

Radiant Heat––The Pros of A Future-Looking Alternative


The building materials industry is always looking for technologies that can reduce our carbon footprint, are more cost efficient and improve quality of life. As a primary heating source, radiant heat (in both the floor and ceiling) is one example. It can replace a more traditional boiler/radiator/baseboard or furnace/forced air/duct solution for heating in both residential homes and commercial buildings. While conventional heating systems heat the air immediately around them, radiant heat warms all objects in the room and they in turn continue to distribute the heat evenly throughout the space by convection. Ironically, this “modern” technology goes back to ancient Roman times and was employed by forward thinking architects like Frank Lloyd Wright at the turn of the century. Here are some of the benefits of radiant heating:

  • Easy Installation
    A no-brainer for new construction, recent innovations in radiant heating technology options also make it possible to easily install as a retrofit.
  • Lower Energy Cost
    Because energy is not used to heat air volume that rapidly dissipates, radiant heat can deliver comfort with over 95% radiant efficiency compared to below 30% for conventional heating.
  • Stealth Space Saver
    Post installation, radiant heating hardware is invisible. Imagine the design possibilities afforded by the elimination of all radiators and baseboards.
  • Cleaner Air
    Without the recirculation of air holding dust and allergens, this is an excellent option for reducing both asthma and allergies.
  • Zoned Comfort
    The use of radiant heating allows occupants to customize and adjust spaces to individual heating needs without impacting other rooms.
  • Peace & Quiet
    No more clanking, banging and hissing from radiators and baseboards.
  • Green(est) Option
    Homeowners, developers and landlords are increasingly looking for ways to reduce their carbon emissions and build in more sustainable ways. Radiant heat is significantly more carbon neutral than boiler systems running on oil or gas and can even be completely carbon neutral depending on what type of radiant heat is used and how it is powered.

If it’s the ultimate in efficiency and comfort you’re interested in, a radiant heating system is certainly worth consideration.

Materials & Technologies Used in Achieving Net Zero in New Design & Construction


Net zero building design looks to be the direction of the future. A building is considered net zero when it produces as much renewable energy on-site as it consumes on-site on an annual basis. This is achieved by completely neutralizing or positively redressing carbon emissions, water consumption, solid waste to landfill and/or negative ecological impacts. Matt Jarmel, founder and principal of Jarmel Kizel Architects and Engineers, gives insight into material trends and technologies he and others like him in the industry are seeing that can be utilized in successfully moving towards net zero design and construction.

Flexibility and Sustainability

Flexibility and sustainability are reference points used to gauge the building material industry’s introduction of new processes or technologies and where the industry is heading next. They are also drivers for the transformation of the building industry because as technology evolves, the way we use buildings changes as well. As we move towards net-zero buildings, we need technology capable of bending to those changes. While design-build firms work to create buildings that can be repurposed and reused down the road, new opportunities for building materials companies arise simultaneously. Following are some of the evolving material and technology trends being used in net zero construction:

  • Photovoltaic Solar Cells
    Used to generate power, these are now being more seamlessly integrated into other building materials such as glass, shingles and roof membranes
  • Wind Sail Turbines
    Especially useful in skyscraper construction for producing power
  • Solar/Thermal Applications
    Can be used to generate heat and in combination with boilers and steam turbines, to further reduce energy needs
  • Switching from AC to DC & Using LED Lighting
    LED lighting uses DC current which is more efficient than AC
  • POE (Power Over Ethernet) Lighting
    Using a separate ethernet connection that allows for control over lighting in addition to providing the energy to power it

Whatever the building technology or material, it is important for companies in the industry to increase their visibility with the design-build firms who would be most interested in learning about and implementing their offerings. Make sure your company is educating architectural, engineering and construction firms with direct communications involving strategy and a strong web presence. And don’t forget the benefits of making sure the end-user of your product is also well educated. They can be your best brand advocates!

Influence of the End-User in the Success of Building Materials


Pursuing long-term value and durability along with innovation and a balance between current and future trends is critical to success in the building materials industry. This has been the belief of Ralph Bruno, CEO of Derby Building Products Inc., throughout his many years in the industry. However he also feels there is another component to building a successful marketing presence – the role of the consumer.

Ever since big-box stores have played a significant role in the building materials industry, consumers have become more involved and invested in the materials selection process. People are increasingly choosing to act as their own general contractor, feeling more confident to make decisions based on knowledge acquired either online or through various building and DIY shows. Capitalizing on the end-user as an advocate for your brand is a direction many manufacturers haven’t seen the value in but, as Ralph Bruno knows, it is a trend that deserves some attention.

Years ago when he was launching a new product, Bruno agreed to a range of marketing materials that showed end users the emotional benefits of the product by presenting features and benefits in a meaningful way. This generated interest in his product offering beyond the obvious target of contractors alone. Consumers started asking their GCs for the product – essentially advocating for it to the very people who usually make those recommendations to their clients. At the same time, marketing materials were also provided to contractors so that they were fully informed and could speak to the feature benefits of the product to any client who expressed an interest in addition to being able to install.

It was a winning combination. By embracing the importance of brand strength in the DIY culture, he was able to dominate a building product category with the additional power of end user advocacy. It is an approach to marketing building materials that Ralph Bruno still believes in today and is certainly something for others in the industry to think about.

What to Know: Business Lease Terms During COVID-19


For businesses who rent space for their company, such as an office building, a warehouse, or a showroom, the lack of revenue to pay the landlord during the global pandemic is a challenging one. Both tenants and landlords are struggling. Debbie Myers, Managing Director at Newmark Associates, Inc., shares some insight into ways to navigate these uncharted waters.

Don’t Avoid Your Landlord, Talk

Avoiding the landlord or simply saying “I can’t pay” isn’t a solution. Here’s an example where following the golden rule will oftentimes get you the best results–so treat others as you would like to be treated. Instead, pose the question, “What can we do?” in a conversation or a personal email. Remind your landlord how long you’ve been their tenant and of past on-time rent payments. Let them know if you’re trying to get financial assistance through the CARES Act and a PPP loan or any other grant or loan. This shows a desire to work together toward a mutually beneficial solution.

Check for a Force Majeure Clause in Your Lease

These are certainly unprecedented times and if you have such a clause in your business lease, this may be exactly the type of circumstances for which it was designed. If possible, have your real estate professional or a real estate attorney take a look at your lease. See if there is anything in there that can be used to give you some time to set a plan in action.

Come Up with a Strategy

In the long term, landlords don’t want to lose good tenants. If you approach your landlord with a plan of action that involves compromise on both sides, they’re likely to be more receptive. Even though small businesses may feel they have more to lose than a larger landlord, that landlord is facing the same problems with every one of their tenants. Each situation has to be considered on a case by case basis, so a proposal that has you working with your landlord and not against them will get a warmer reception.

Forbearance on Mortgage When You Pay Rent in a Building You Own

Again, the situation COVID-19 has put so many businesses in is unprecedented. If you pay rent to an entity you own but are now unable to fulfill that obligation with your business operations at a standstill, you can appeal to the bank that holds your mortgage. There is hope that the sudden disruption of a good economy will allow the banks to give some leeway to a landlord with solid standing. There is no cost to engaging in the conversation and it may result in a temporary solution for the landlord that can then trickle down to their tenants.

Whether you are a business tenant or landlord, this is certainly a time for everyone on both sides to try their best to help one another in any way they can.

What to Know: Phase 2 of the COVID-19 Paycheck Protection Program Loans


Are you a business owner, small or large? Matching your business with the right bank may make all the difference in ensuring your loan application is not only complete, but also accurate. Along with preparing and applying for the Paycheck Protection Program (PPP) loan properly, it is important to correctly allocate funds and keep diligent records after receiving your loan. Here are some points that James D. Nesci, President & CEO of Blue Foundry Bank and Board Member of the New Jersey Bankers Association, says to keep in mind.

Build a Relationship with the Right Bank

Small business owners may not have a dedicated CFO to deal with the loan process, often navigating on their own. Because of this, working with the right size bank for your business and creating a relationship with your account manager is critical. This important relationship, offering personalized, one-to-one attention is key and beneficial for your business. Establishing this type of relationship can not only be easier with a smaller bank, but it is also more likely that your key contact at the bank will be more available to you in this time of crisis.

Ensure Your PPP Application is Accurate and Complete then Get Your SBA Loan Number

Everyone in Phase One of the PPP loan process had a steep learning curve over a very short time period. The importance of getting the application filled out completely and accurately was one of the biggest takeaways. It might be the difference between receiving your loan or experiencing delays with your application that could result in funds being unavailable by the time the loan is approved. In short, even if you’ve heard that your loan has been submitted or your paperwork is in, unless you get an SBA loan number back from the bank, your loan may still be in a holding pattern and not fully processed. Ask for your SBA loan number.

Records. Records. Records.

What is done after your PPP loan funds are received is equally important to the steps taken to get it. Two words can sum that up: Keep records. As this program is ever-evolving, no one knows how it is going to finally unfold or how it will be audited in the future. Record when the money was deposited into your account and where every dollar went from that initial deposit, along with the timing of the use of the funds. And use the funds honestly and as they were intended.

These are unprecedented times we find ourselves in. Hopefully these suggestions will help to get your business through them and out safely on the other side.

Top 7 ways to advertise your business


Starting a business is hard, but maintaining it can be even harder. Especially when you are in an industry that is constantly changing; something that worked yesterday won’t necessarily work today. Relying only on word of mouth or the occasional advertisement is not enough to keep your business afloat. Lucky for you though, there are many different ways to advertise your business – all it takes is some creativity and strategy!

1) Develop a presence on social media

Social media has become the cornerstone of modern advertising campaigns. Facebook, Twitter, Instagram, Pinterest; each have millions of users worldwide. Not taking advantage of these sites means giving up a huge portion of potential customers who spend their time scrolling through pictures on Instagram or planning out their posts on Facebook. Businesses both big and small have reaped the benefits of a social media presence, so prioritize creating a fan page for your company to increase brand exposure.

2) Utilize email marketing

Email is still one of the most effective ways to reach an audience even with all the new changes in technology. While many businesses rely very heavily on social media for advertisement, some companies are missing out by neglecting their emails lists. Email marketing allows you to contact customers personally with relevant information about sales or special deals they may be interested in; both increasing loyalty towards your brand and increasing revenue! If you don’t already have an email list, now is the time to create one! Check out Email Marketing Software which can help you manage your email lists.

3) Start a blog

Blogs are the best way to establish yourself as an authority in your industry. The more educational information you can provide your readers, the higher up on Google you will be – which means even more traffic! Educating your audience about different products and services is also very important. It not only helps potential buyers make informed decisions but it also allows for customer feedback, increasing content specialization. If you don’t already have a blog for your company, start one today! You can check out The Best WordPress Hosting Providers to help get you started.

4) Develop a mobile app

Mobile apps have become an integral part of our daily lives and it is only becoming more so as time goes on. This makes them the perfect advertising tool, as they can be used to advertise other products and services which you offer or other businesses in your industry at the tap of a finger and because this is such a common practice today, people will definitely be interested in seeing what your app has to offer! If you already have one, advertise that fact everywhere; on your social media pages, packaging for your product/service, website – literally anywhere!

5) Advertise through your website

Another way to advertise is through your very own business website. If you don’t have one already, it’s time to create a professional page for your company featuring all of the necessary information about who you are and what you do. This should be clear and concise as possible so potential customers know exactly what they’re getting themselves into. Once you’ve set up a reliable doorway for them to enter, make sure that that doorway doesn’t go unnoticed; an excellent way to increase sales is by placing ads on various parts of your site which link out to other products/services available to them (which they may find useful).

6) Advertise as a Google My Business Page

If you haven’t heard of google my business, we think it’s time that you did. Google my business is a platform on which businesses can advertise their own unique local page with little to no work! All it takes is an active Google account, linking your website to your google my business profile, and then filling out some information about your business (hours of operation, contact info, etc.). Google My Business listings show up in searches for relevant search terms, making them highly beneficial for companies dealing with local customers; especially ones who are looking for immediate assistance like if they need directions or want the store hours to call ahead.

7) Spread the word through print media

Print media like flyers or pamphlets may seem outdated but there are still people who find these to be helpful when searching for certain services. If someone has lost their pet, they would most likely turn to the internet for solutions before they would pick up a flyer – but if they are trying to find out how much it is to spay/neuter their dog, flyers become invaluable. Flyers are a great way to advertise a specific promotion you’re running, a product you just released, or a deal going on at your location! If you don’t want to personally print off hundreds of flyers every other day, try using flyer printing software. This can help organize large amounts of data into one simple sheet which can be printed as many times as necessary – no need for an office full of interns!
Businesses need to advertise themselves in order to be successful; there are several ways that companies may choose from when advertising (social media pages (Facebook, Twitter), email marketing (newsletters), mobile apps, Google my business listings, print media like pamphlets). Businesses should research and strategize which method

Advertising for Health and Hospitals


At GWP, we love working with hospitals and healthcare groups because the “product,” at its core, is help and comfort for people when they need it most. We were thrilled to win the Telly Awards’ prestigious Brand category, for a series of TV commercials that GWP Health recently produced for a large Hospital Group. (You can see them here.)

This week, we’ve been filming interviews for a series of videos. There is passion and a palpable sense of mission in all of the footage. A cardiologist glows when she describes the progress of a patient; a foundation donor gets a catch in his throat while talking about the pediatric ICU; a nurse-turned-Hospital President beams proudly as she announces awards for her staff.

We walk out of the hospital at the end of the day full of inspiring stories, and honored to be part of sharing them. With the live interviews still echoing in our heads, we start to talk about editing on the drive home. We review our favorite moments and quotes and plan how to capture the emotion of the day so that our audiences will feel it, too.

That emotion is important because it makes viewers pay attention. Brand Advertising builds associations and responses that are evoked by a company’s name, and it requires a combination of factual and emotional appeal, repeated in compelling and memorable ways.

And again: with our hospital group client, we want our audience to hear our message because we genuinely believe in the “product.” “Branding” in this case associates hospitals and healthcare with positive emotions, and also promotes healthy lifestyles and wise preventive medicine. It’s a double bottom line: grow a healthcare group’s profile, and also grow the overall health of the community.

So… we were very proud to win the Telly Brand Campaign award. But, to tell the truth, we are proud every time a doctor or donor, a patient or president, shares their story and trusts us to help shape it and tell it to the people who need to hear it. It was a good week at GWP, Inc.

What Does GWP Mean?


There are thousands of agencies, but the brand of GWP, Inc. is unique to advertising and unique to the clients we work with. One of the most common questions we receive is, “what does GWP stand for?” It can mean anything from Good Work Produced to Great Word Production or fill in the blanks but, no. The simple answer is GWP stands for Growth, Wisdom, and Possibility.

Founded in 1991, GWP, Inc. is nestled in the heart of downtown Montclair, NJ but we are limitless. We take a collaborative and discrete approach to advertising, bringing the soul of a local business to even our largest marketing clients. GWP, Inc. becomes your partner for your business to develop and implement intelligent, data-driven, creative solutions to drive revenue and share. But what does that actually mean? While these are the pillars that GWP, Inc. is built on, growth, wisdom, and possibility are just grazing the surface of what GWP, Inc. can offer.

Growth. The dictionary definition of growth is “increasing in physical size.” Yes, GWP, Inc. will help your business grow in size, but we do much more than that. We take your business to the next level. Besides for growth in our clients, GWP, Inc. itself is growing, evolving with the times and making sure we stay current. We adapt to new trends in the media and cater our methods of advertising toward what works best for you and your company. We’re constantly optimizing and updating websites to make sure that as your brand grows, you will too.

Wisdom. We know what we are doing and experienced in what we do. We focus on health care marketing, advertising for manufacturing companies and nonprofits, and we even have our own production studio. Besides skill, every employee acts as a brand advocate for the company. Employees are proud to work at GWP, Inc. and that is reflected in the work done. Employees embody the GWP, Inc. brand which means upholding company standards of excellence to every piece of advertising created. In order to uphold these standards, we make sure that the pride that is felt in GWP, Inc. is translated into the work done for clients.

Possibility. When thinking about possibilities, there is a common phrase used, “the options are endless.” While this is quite the vague phrase, it rings true when working with GWP, Inc. Everything done here begins with a conversation that is focused on strategy. With a foundation of strategy, the creative is then weaved into the recipe. The approach stays the same, but there are different additions to the recipe depending on what you need most. A handpicked all-star team will develop the creative that reinforces and drives the strategic approach. With this set, GWP, Inc. becomes your partner and will make sure to keep you on the same page at all times.

Growth, Wisdom, and Possibility. Three words that encapsulate what GWP inc. is and what we provide to our clients.