Stone, Sand and Gravel REVIEW - May/June 2017 - 24
"While this happens to be an individual award, I don't believe, at least in
my case, that an individual can achieve
these accomplishments without significant help and support," he said at
the Closing General Session of NSSGA's
Annual Convention. "I feel very honored and fortunate to work for, and
with, great leaders at Luck Companies
and with the industry's finest leaders."
Look. At. Me.
Ken Schmidt, former Harley
Davidson communications director,
talked about how a nearly-broke
motorcycle company revitalized
their business. Strong brands have
a compelling story and disciples
that are passionate about the brand
because it helps them be recognized
When prices are all the same - as
flat-screen televisions are - people rely
on what they've heard about brands
when making a purchase. Excitement
for a brand can start with staff, who
are energized about the product or the
lifestyle associated with it.
Just about every motorcycle company
makes an excellent product, he said, so
the key to beating the competition is
building brand loyalty. "When you are
stopped at a red light next to a motorcycle. What do they do? Throttle up,"
he described. "You know what absolutely everyone who has ever ridden
a motorcycle or done that is saying?
Look at me." Harley Davidson focused
on stoking people's passions for the
motorcycle lifestyle, and focused on
the fact that people ride bikes to feel
good about themselves, get attention
and be validated. So Harley focused
on being positive and energetic about
their bikes and customers, and that
enthusiasm was the key to their brand.
Schmidt was not the only exciting
speaker at the Annual Convention.
Economist Anirban Basu said that
millennials, the second-largest population group in the country, stand
to affect the housing and construction markets within a decade. Right
now, millennials are renting homes
and apartments but in 10 years, many
will get married and have families and
they'll look for homes and communities
with good schools.
While they may be difficult coworkers right now, ("We can hear the music
playing in their headphones, yet they
don't seem to care," he quipped) they
stand to make an impact on new home
construction in a relatively short
amount of time.
Committees Set and
Advance Industry Agenda
The Annual Convention also allowed
NSSGA's new committees to discuss ways
to address industry priorities. Below is
a report of just a few results of these
Media Training in Focus
Members of the Communications
Committee learned how to address
the media, when necessary, during
the group's inaugural meeting.
Andy Field, an ABC News reporter
of 30 years and owner of Field Vision
Productions, urged attendees to focus
on being prepared when talking to the
press. "You want to be prepared before
going into any interview. Know a little
SAND & GRAVEL REVIEW, May/June 2017
3/30/17 1:13 PM