PACIFIC COAST BUILDING PRODUCTS (“Paccoast”) is the parent company of well established manufacturers, distributors and installers of a wide variety of building materials across the western United States and Canada. Paccoast is one of the industry’s largest privately-held building product manufacturer/distributors, employs over 3,400 people, and uses of Reed Connect’s data and online tools with dozens of its sales professionals. Connections recently interviewed Paccoast’s Elaine Keane, Director of Marketing to get insight into “how” Paccoast leverages its RCD investment.

Sales Call Planning – Target Architects by Project Activity
Paccoast’s sales professionals use Reed Connect to plan their sales calls within a specific geography. Pinpointing key architects by their project activity manages the sales professional’s time more effectively. Architects are identified within Reed Connect by the type of projects they are designing, schools or office buildings for example. The targeted list of architects is printed as a PDF output. Architect details including address, phone numbers, contacts, and the number (#) and value ($) of their related projects by stage (planning, bidding, post bid) are easily viewed.

Extend Reach to Architects through AIA CES
The American Institute of Architects (AIA) plays an active role in the continuing education of its members through its Continuing Education System (CES). Paccoast is an AIA CES approved provider offering educational units on sustainability/green building, mold/moisture, thermal and moisture, masonry, and sitework. Reed Connect helps Paccoast identify and manage architects for continuing education seminars. AIA CES information on an architect is captured within its company details page in Reed Connect. Elaine Keane explains: “We use Connect’s database for our AIA continuing ed series. Seminar attendees and notes are added to the architect information within Connect which ensures that this information is shared within Paccoast.” Specific types of architects, such as landscape architects, can be targeted within a region for specific seminar topic. Reed Connect provides both the source of architects and a means of augmenting the architects’ information for Paccoast users.

Launch New Products
When new products are available or introduced direct mailing and marketing to influential architects has proven effective for Pacific Coast Building Products. Reed Connect is used to quickly identify architects and their mailing addresses. Marketing materials are then sent from Paccoast to the selected architects. These activities are especially effective when Paccoast acquires a new company and has the challenge (and opportunity!) of marketing its products under the respected Paccoast brand.

Connect with Key Customers: Contractors
Influencing architects is critical for building and maintaining demand for specifiable building products; however, it’s the contractors that actually buy the products. Paccoast uses Reed Connect for its downstream selling activities as well. Project leads are sourced and shared with key contractor customers. Reed provides updated information on thousands of potential leads within Paccoast’s markets. Sharing information with selected key customers strengthens Paccoast’s relationship and helps ensure repeat business.

These are some of Pacific Coast Building Products’ best practices for lead management through Reed Connect. To learn more Connect best practices suited to your specific needs please contact your Account Manager or call Customer Care at 1-800-424-3996.