Speak at AIA Convention 2015

You’re invited to be an AIA Convention 2015 speaker!

We’re developing an incredible education program for AIA Convention 2015, the largest annual gathering of architects in the country, and we’d love your help.

If you’re an articulate subject matter expert looking for an opportunity to educate, engage, and connect with the architecture and design community, we invite you to submit an education proposal between July 1 and August 15, 2014.

What’s behind a winning education proposal?

Each year, attendees rate our speakers as a highlight of the packed, three-day convention experience. Your proposal should demonstrate how you will create an experience that inspires and empowers; features interactive, engaging learning; and showcases emerging trends and innovations.

All proposals are evaluated by the AIA Convention Education Peer Review Team.

In Phase 1, proposals will be rated on demonstration of the following characteristics: Emerging trends, new ideas, engaging learning, and knowledge level appropriate to our audience.

If your proposal moves to Phase 2, it will be evaluated for learner outcomes, speaker expertise, and value to attendees.

Even if your proposal is not accepted, you’ll still gain value from the experience: The AIA Education Team provides feedback on every proposal.

Need inspiration? Check out the lineup for AIA Convention 2014.

Why you should submit a proposal

AIA Convention offers speakers a unique opportunity to share their knowledge, expertise, and best practices with members of the design community. Some of the perks of being an AIA Convention speaker include complimentary registration, recognition on the national stage by your peers, and the opportunity to earn continuing education credits towards licensure, to name a few.

We know it’s hard work, but it’s definitely worth it!

How to submit your education proposal

Our process is designed to streamline the submission, to save you time, and to result in the best possible content at AIA Convention 2015.

Visit the Call for Proposals submission site, where you’ll find the full details, requirements, and deadlines. It’s also the place where you’ll submit and store your proposal information throughout the process. Log in and get started any time after July 1.

Save and change information anytime until the proposal deadline of 11:59 p.m. PDT, August 15.

Questions? Contact the team at ConventionEducation@aia.org. Need technical support for your submission? Call 410-638-9239 or 877-426-6323.

Dates to remember

Please note: Deadlines below are firm.

July 1: Call for Proposals opens August 15: Call for Proposals closes at 11:59 p.m. PDT September 7: Notification of acceptance into second round September 20: Second round detail submissions due October 10: Notification of final acceptance

For assistance preparing a winning proposal, contact Michael Chusid.

Continuing Education Units at Trade Shows: Why Not?

The three days I spent visiting exhibits at World of Concrete trade show felt like a trip to a major museum or browsing the stacks in a university library; everywhere I turned there was something new and exciting to learn.

At the Loos & Co. booth I was introduced to the different types of wire rope and how they are made. My "teacher" went on to regale me about the history of the product from John Roebling's 19th Century Allegheny Portage Railroad to the latest aviation applications.

Yet I may not be able to count any of my 36+ hours at the show towards continuing education units (CEU) I need to maintain my architectural license or my certified construction specifier status.  The continuing education criteria, established by state licensing boards and administered by AIA and other groups, are complex and impose burdensome paperwork requirements to get courses approved. While CEU can be earned through self-study, the design professional has to substantiate the educational value and an individual's initiative can be denied by regulators.

Cemex and several other organizations conducted a demonstration of roller compacted concrete and discussed quality control measures. While I had read about the technique, seeing it being installed was highly educational.

The educational value went beyond ordinary commercial transactions and networking to become brief master classes taught by the recognized authorities in their particular fields. When traffic in the booth was light, they would gladly spend a few minutes holding forth. The examples on this page are but a few of the many lessons received. Note that many of them would have earned me the more stringent health, safety, and welfare (HSW) credits if they had been presented in an approved course.

A gentleman form Oklahoma Wire and Steel took time to explain that concrete reinforcing is produced in coils. Fabricators either straighten the material and cut it to length, or they fabricate it into stirrups, rings, or the other shapes required on a construction site. Huge machines have largely replaced manual methods of cutting and bending rebar.

Many trade shows have concurrent classes that offer CEU credits. My argument is that this should be expanded to give credits for time spent on the trade show floor. Exhibitors are the financial underpinning of trade shows and want to maximize attendance.So it is in the interest of the building products industry to establish procedure for attendees to earn CEUs while visiting the show floor. Alternatively, show producers or trade association sponsors could take the lead in negotiating this change in CEU criteria.

Even though they knew I was not a potential customer for their equipment, the pair working the Sensocrete booth explained, with great passion, how to improve quality control of concrete.

One can argue that some trade show visitors are more interested in swag or social interactions than in educational benefits. But these same individuals can sit through a lunch time course and get nothing out of it but calories and an unjustified CEU.

Continuing education requirements are based on hour-long classes. Trade show lessons are necessarily brief, but no less powerful It took the rep at BASF only a few minutes to explain how their new "crack-reducing admixture" challenges fundamental assumptions about concrete performance and give me a sizable nugget of knowledge to digest.

The CEU divines differentiate CEU programs that involve face-to-face exposure with a qualified instructor from "distance learning activities" like reading an article or watching an online video. Distance learning activities require students to pass a ten-question quiz to demonstrate that they understand the material presented. Perhaps this model can be used for awarding credit for trade show time; attendees would have to submit a declaration of what they learned at the show. Another approach would be to discount show attendance so that an hour on a trade show floor would be worth only a quarter of a CEU.

A one-on-one master class with an Ward Malisch from the American Society of Concrete Contractors provided an authoritative answer to my question about cement hydration.  Figure above, from NIST, shows "concrete at four different length scales: upper left is concrete, upper right is mortar, lower left is cement paste, lower right is C-S-H." (See earlier post)

Are you ready to mount a campaign to accomplish this? Give me a call so we can plot strategy.

AIA CES Program Changes Could Mean Bigger Audiences

AIA has been tweaking its continuing education system (CES) program in ways that will likely bring more opportunities to businesses providing CES programs.

Continuing education is a voluntary process, sort of.  In most states, licensed architects must engage in continuing education in order to keep their licenses, although the number of credits required per year varies widely.  AIA members must also continue professional development to maintain their membership, and that is one of the changes.

The differences between states can create a very tangled situation.  Requirements vary not only in terms of number of credits, but how often they must be reported (1, 2, 3 or 5 years), and the specific reporting date (there are 14 different ones in the US).  AIA is partnering with the National Council of Architectural Registration Boards (NCARB) to try and get the system more unified.  They are encouraging states to adopt a unified system of 18 credits (or units, or hours) per year, reported at year-end, with a minimum 12 of those credits being of the Health, Safety and Welfare category.  This is becoming the AIA member requirement as well, which increases their HSW minimum by 50%.  Also, a minimum 4 of those 12 HSW credits must be for Sustainable Design.

Moreover, self-reported credits - that is, credit for activities other than pre-approved courses, which the member claims as educational - will no longer be applicable to HSW requirement.

The AIA membership changes do not automatically apply to the states, or course; every state decides for itself, some by administrative rule, some by legislation. But AIA and NCARB have moved quite a few states in this direction, and they continue to promote it.

These changes mean that a lot more architects will now be seeking HSW hours to fulfill their requirements.  HSW is a very broad category that can include almost anything relating to the means and materials of building construction (as distinct from, say, the business of architecture, or construction contract law).  For manufacturers who provide CES programs as a means of educating designers about the use of products, and as a way to build relationships with the architectural profession, this is great news.  It could mean a noticeable increase in attendance, and increase in demand for presentations.  (AIA estimates it represents something like 42,000 more seat-hours per year in California alone.)

Fire up PowerPoint!

Advertising Excellence Award Finalist Created by Chusid Associates

Ceiling's Plus' "You Wood If You Could" advertisement is a finalist in Architectural Record's 2012 Advertising Excellence Awards.  Architectural Record tends to attract the best, most thoughtfully designed and altogether tasty advertising in the construction world,  providing what the magazine publisher calls "stiff competition." According to Laura Viscusi, VP of McGraw-Hill Construction Media (which publishes Architectural Record and SNAP - the ad appeared in the latter publication), the finalists were picked from 170 ads.  "This is no small feat, the ads get better and better every year."

The ad was also the top response-generator in SNAP, a measure of effectiveness which we find perhaps even more gratifying than an award nomination.  It was designed by Chusid Associates; Steve Klippenstein, Art Director; Steven H. Miller, Copywriter; Michael Chusid, Account Executive, for client Nancy Mercolino, President of Ceilings Plus.  

Winners of the 2012 competition will be awarded at the Excellence in Advertising Awards Breakfast will be held on Friday, May 18th at the Grand Hyatt Washington, in Washington, DC, during the 2012 AIA convention.

    

AIA CES Program Changes Could Mean Bigger Audiences

AIA has been tweaking its continuing education system (CES) program in ways that will likely bring more opportunities to businesses providing CES programs.

Continuing education is a voluntary process, sort of.  In most states, licensed architects must engage in continuing education in order to keep their licenses, although the number of credits required per year varies widely.  AIA members must also continue professional development to maintain their membership, and that is one of the changes.

The differences between states can create a very tangled situation.  Requirements vary not only in terms of number of credits, but how often they must be reported (1, 2, 3 or 5 years), and the specific reporting date (there are 14 different dates in the US, plus a few states that use date of birth or license anniversary).

The different reporting dates can theoretically be utilized to some advantage, since architects will tend to be more aware of their need to acquire credits as the reporting date gets close.  For example, Florida is the only state that reports on Feb 28.  This means that January and February might be times when a lunchtime CES presentation in Florida will attract better attendance in architectural offices.

AIA is partnering with the National Council of Architectural Registration Boards (NCARB) to try and get the system more unified nationally.  They are encouraging states to adopt a unified system of 12 credits (or units, or hours) per year, reported at year-end.

The AIA member requirement is  even more stringent at 18 credits per year, with a minimum 12 of those credits being of the Health, Safety and Welfare category with 4 of th 12 in the subcategory of Sustainable Design.  (That increases AIA's current HSW minimum by 50%.) Moreover, self-reported credits - that is, credit for activities other than pre-approved courses, which the member claims as educational - will no longer be applicable to the HSW requirement.  (The AIA membership changes do not automatically apply to the states, or course; every state decides for itself, some by administrative rule, some by legislation.)  These changes mean that a lot more AIA member architects will now be seeking HSW hours to fulfill their requirements.

HSW is a very broad category that can include almost anything relating to the means and materials of building construction (as distinct from, say, the business of architecture, or construction contract law).  For manufacturers who provide CES programs as a means of educating designers about the use of products, and as a way to build relationships with the architectural profession, this is great news.  It could mean a noticeable increase in attendance, and increase in demand for presentations.  (AIA estimates it represents something like 42,000 more seat-hours per year in California alone.)

Fire up Powerpoint!

(For more information, you can download handouts from a recent AIA-CES workshop (held in Los Angeles in February, 2012) from the AIA website.)

Last Call for Presenters - AIA 2012

Speaking at a national convention is a great way to get your brand in front of prospects. If architects are an important part of your market, there is still time to submit a proposal to become a presenter at the 2012 AIA Convention.

We encourage proposals from industry leaders and forward-thinking professionals who are on the cutting edge of design, practice, technology, leadership, collaboration, research, training, and mentoring. Proposals will be accepted until 11:59 p.m. PST, July 1, 2011.

Please download the Call for Presentations for the AIA 2012 National Convention in Washington DC.

Contact Chusid Associates for assistance in submitting a winning proposal.

Prospects for AIA Show in 2011

The AIA Show website shows that there are still many unsold booths for their May 2011 gathering in New Orleans.  This means you can still get good booth locations if you decide to exhibit there. But by most accounts, the AIA's show in Miami earlier this year was sparsely attended by architects.

What are the prospects for the upcoming event?
Attendance may be a bit better this year:

• The economy has begun to turn around a bit, (I hope.)
• New Orleans is more centrally situated for most of the country.
• Who wanted to go to Miami in the summer, anyways?
• I think many architects are curious to see how New Orleans is being rebuilt (at least I am).

Attendance may be up the show has new management -- Hanley Wood. HW's magazine, Architect, will become the official publication of AIA as of January. I suspect Hanley Wood will be pouring lots of resources into building the show this year.

Unfortunately, I don't see that yet. Their website, just six months before the event, is still little more than a place holder saying, "Continue to check back for more details."

Where to spend your marketing budget?
HW has other challenges. When AIA produce the event, it could tap into its members' sense of community. Now, the AIA Convention is at risk of being seen as just another of HW's events for architects. This is a weak position. For example, I don't go to HW's CONSTRUCT trade show because it is a major trade show (it isn't), but because I identify with the Construction Specifications Institute (CSI) community that holds its annual meeting at CONSTRUCT. If CSI relocated its annual meeting to another event, I would follow my tribe.*

HW's architectural show will now have to compete against its other events for architects -- CONSTRUCT and their new virtual trade show, GreenExpo365.com. And will architects still traipse half-way across the continent if they can get all their continuing education credits from Hanley Wood University?

Booth prices begin at $4200 for a 10 x 10 ft booth. (Of course, renting space is less than half the cost of exhibiting.) It is unlikely HW will discount prices. Perhaps you will be able to negotiate a frequency discount if you exhibit and advertise in their magazines?

Should you exhibit at AIA or any tradeshow this year? 
The answer is no longer an automatic "yes". You have to look closely at the fundamentals: What do you want to accomplish? Does the show provide the right audience? How can the show leverage the rest of your marketing budget?

Many of my clients have done the math and have budgetted for trade shows in the coming year. For some, it may mean a smaller booth. One the other hand, one of my my clients has a new product launch that will benefit from a live demonstration. They are increasing their trade show participation because it is more economical than sending crews across the country for demos.

Reduced attendance at a show does necessarily mean reduce effectiveness. The World of Concrete (also a HW event) had significantly lower attendance in 2010; but those who came were there to buy and not just for a junket in Vegas.

I still believe trade shows have an important function, even in the digital age. It will be interesting to see what the next few years bring. 

* Prediction: HW will merge the AIA and CONSTRUCT shows into one super-sized event. Let's hope so, it would make for a more rational industry.

AIA Committee on Environment: Measures of Sustainable Design

The AIA Committee on the Environment’s
MEASURES OF SUSTAINABLE DESIGN

COTE definition of sustainability and sustainable design:

Sustainability envisions the enduring prosperity of all living things.

Sustainable design seeks to create communities, buildings, and products that contribute to this vision.

Measure 1: Design & Innovation
Sustainable design is an inherent aspect of design excellence. Projects should express sustainable design concepts and intentions, and take advantage of innovative programming opportunities.

Measure 2: Regional/Community Design
Sustainable design values the unique cultural and natural character of a given region.

Measure 3: Land Use & Site Ecology
Sustainable design protects and benefits ecosystems, watersheds, and wildlife habitat in the presence of human development.

Measure 4: Bioclimatic Design
Sustainable design conserves resources and maximizes comfort through design adaptations to sitespecific and regional climate conditions.

Measure 5: Light & Air
Sustainable design creates comfortable interior environments that provide daylight, views, and fresh air.

Measure 6: Water Cycle
Sustainable design conserves water and protects and improves water quality.

Measure 7: Energy Flows & Energy Future
Sustainable design conserves energy and resources and reduces the carbon footprint while improving building performance and comfort. Sustainable design anticipates future energy sources and needs.

Measure 8: Materials & Construction
Sustainable design includes the informed selection of materials and products to reduce product‐cycle environmental impacts, improve performance, and optimize occupant health and comfort.

Measure 9: Long Life, Loose Fit
Sustainable design seeks to enhance and increase ecological, social, and economic values over time.

Measure 10: Collective Wisdom and Feedback Loops
Sustainable design strategies and best practices evolve over time through documented performance and shared knowledge of lessons learned.

Manufacturers' Reps

A network of regional independent manufacturers' agents (reps) is often the most logical basis for building business. A nework of reps:

• Has established clientele and know the local specifiers and buyers.
  
• Is readily developed and can accelerate market penetration.
  
• Are paid only on sale, limiting up-front costs.
  
• Within their territory, they work the entire marketplace to move product though multiple levels of decision makers - including specifiers, applicators, contractors, local distributors, and owners.
  
• Reps become your agent, with an interest in training, trouble-shooting, and business development within their territory.

The typical building product prospect does not know you, does not know your company, does not know your product, and does not know the material. But the prospect DOES know the local rep, sees the rep at CSI, AIA, ACI, and other industry events. Sees the rep calling on the office or job site to support the rep's other products. Can call the local rep without wondering what time zone he or she is in. Can get the rep into a meeting on short notice, when required. The typical architect or contractor may not return your phone call or email, but will accept phone calls from local reps - reps who are vital sources of support to their effort.

Reps are not incompatible with having a national distributor:

REP:

• Uncover new opportunities.
  
• Sales calls on local specifiers and buyers.
  
• Training and support.
  
• Your eyes, ears, and mouth in territory.
  
• Set up and service local distributors.
  
• Typically do not warehouse material.
  
• May or may not take orders.
  
• Respond to local inquiries redirected from Corporate or Distributor.
  
• Notify distributor when projects are specified or a contractor is ready to buy.
  

Reps are paid a commission on all sales shipped into their territory; commissions are about 10% but vary according to the amount of effort anticipated in promoting a line. Occasionally a commission will be split if the specifier is in one territory and the ship-to address is in another territory.

DISTRIBUTOR:

• Take orders, makes "sales".
  
• Call existing accounts to prompt reorders.
  
• Can also do prospecting sales calls.
  
• Holds paper and makes collections.
  
• Deliver goods.
  
• Notifies rep when customer needs support.

FINDING REPS:

First, join the Manufacturer Agents National Association and get their list or advertise to their database of architectural products reps. MANA also offers consulting support to manufacturers, sample agreement forms, etc. Cost is $500/year and is well worth it, especially while getting started.

Next, a day of working the phones through your existing networks will identify the most highly respected reps in leading territories. Begin by looking for reps already dealing with your product category.

Your job morphs into supporting and encouraging your reps, leveraging your talents and time. Eventually, you may want a national sales manager to manage reps. While the brand is getting established, it is also useful to give reps a small monthly budget for promotion to make sure they devote time to your line; one experienced rep suggested this could be as low as $500 a month for six months, to be used for lunch programs, local advertising, promotional materials, etc.

10 Things To Cut Before Marketing

UK firm Chart Lane is doing a series about Ten Things To Cut Before Marketing; as of today they're on 8 of 10, so I will post an update in a few days when the completed list is in.

The series is based on the premise that marketing is not an "optional expense" that can be cut when times are tight. Research shows time and time again that companies that spend more on marketing during tough economic times realize more success when things improve. I like the analogy of the distance runner hitting a hill; if you can speed up while everyone else slows down, you take the lead when the ground levels out.

That's all well and good, but you still have to pay for it somehow, right? From Ross Sturley, here are some places to start looking to cut expenses:

8. Postal expenses
7. Golf days
6. IT projects
5. Turn stuff off
4. Executive costs
3. Administrative costs
2. Meetings
1. Association memberships

As Sturley points out, "Turning off the new-work tap, you see, is just as bad as removing your capability to do the work when you win it." Oh, and his point about association memberships is not to avoid them entirely, but to focus on the most useful umbrella organizations - such as CSI and AIA - or those most central to your mission.

AIA 2010 Call For Presentation

The American Institute of Architects annual convention will be June 10-12, 2010 in Miami, FL. They have just issued the call for presentations, deadline July 1, 2009.

An AIA convention presentation can be a great platform for product manufacturers; it gives you an hour or more of face-to-face time with architects that have identified themselves as interested in your product. It gives you a chance to define the terms of discussion in that category, to set yourself up as expert, and to gather high quality leads.

The impact of being a speaker goes beyond the number of attendees. Thousand of people will see your name and program title in the trade show publicity. You can publicize your participation among your customers to raise your profile and stimulate requests for similar programs for local AIA chapters. And a video of the presentation can be a great addition to your website or used as a webinar.

For more information or assistance in preparing a submission, please contact me at aaron@chusid.com. We can also help you identify other conference looking for speakers from your industry.