Episode 6: The HGTV Effect, with Eric Lanel
What You Will Learn:
- What is the HGTV effect
- How the HGTV effect is impacting building materials companies
- How building materials companies can benefit from the HGTV effect
- Examples of the positives and negatives of the HGTV effect
- The benefits of positioning your building products as experts-only
The HGTV effect is when someone watches enough television to believe they are qualified to G.C. and renovate a building. It is a frequent challenge for building materials companies because, at the end of the day, the average viewer doesn’t have the technical knowledge to execute a job effectively. The good news is, people are starting to recognize the value in making significant changes to their homes and they aren’t afraid to pull the trigger. But we must learn to navigate the uptick in unrealistic expectations as these networks continue to influence our clientele. It is our job not only to educate our end-end users about the products themselves, but to help them understand our USP and highlight why our products can be spectacular in expert hands.
About Eric Lanel
Eric Lanel was born on January 26, 1968, in Queens New York. LANEL an only child and son of Julius a psychotherapist and Barbara a social worker spent many a dinner conversation discussing human behavior. LANEL worked through high school as a mason and started a residential painting company that continued through college. Upon graduating with a degree in marketing from Hartford, Eric worked at CBS Television, Walt Disney Company, and Doubleclick before taking the role of President of GWP Inc., a strategy agency. Today Eric lives in Livingston New Jersey with his wife Francine and daughter Zoe. Eric has two adult sons Adam who works in advertising and Griffin in the building industry. When not working with companies on strategy and developing content he can be found on a golf course or a stream.