Be an Innovator!

by Mark Levin, CAE, CSP Executive vice president, Chain Link Fence Manufacturers Institute 2022 Inductee, American Fence Association Hall of Fame

innovator /in-uh-vey-ter/
a person or group that introduces something new or does
something for the first time

The fence industry is often seen as a provider of basic products and services, such as the standard fence products and the blue-collar services like fence installation and repair. What most people in the general public don’t realize is that the fence industry is just like every other industry in that it must be innovative in order to survive, and to grow.

The fence industry? Innovative?

You bet it is, and a lot of us in the fence industry spend a lot of time trying to keep up with innovations. In addition to fence industry innovations, we also have to keep up with innovations in areas such as technology, business management, marketing, and communications.

Instead of trying to keep up with all these innovations, fence industry companies should become the innovators.

The best way to be innovative is to combine a new way of doing things with an effective use of technology. Customization of your communications is one of the easiest ways to show your customers that you don’t do everything the same way all the time. For example, do you have different value messages for each of your company’s market segments? Do you use different key words and reference different outcomes in residential, commercial, and high security projects?

Another place where innovation is going to be a competitive advantage in 2023 and beyond is in the way the fence industry integrates changes in society into its branding. Example: Why isn’t the fence industry doing a better job of explaining the green side of the industry? More and more projects, both public and private, are requesting environmental impact information from contractors and suppliers. Are we emphasizing the use of recyclable materials that various fencing systems use?

Do we promote the fact that fencing projects can be designed to answer the concerns of wildlife advocates about limiting access and egress for small animals? In suburban and rural areas, do we offer to design and install perimeter security systems that does not damage or change the original landform and vegetation growth conditions?

Remember that innovation doesn’t mean trying to do the same old things a little bit differently and isn’t limited to tweaking the content of your marketing materials. Innovation has to mean doing something that will add value for your customers, will enhance the customer experience, or, for want of a better term, will surprise customers every once in a while.

You always have to be ready to back up what you promise, so be prepared to show your customers some of your innovations. Instead of providing potential customers a website full of your projects, use newer technologies to overlay photos of the project locations with a picture of what their job will look like when finished.

Obviously, you can promote your top products, introduce new techniques, and identify unique benefits (vs. competitors), but be “innovative” enough to start with the way these things enhance value for the customer.

Don’t be lulled into believing that old adage that “there’s nothing new going on in the fence industry.” You should be thinking just the opposite – that there are thousands of new, young, techsavvy men and women entering the fence industry every year, and they are ready to help challenge the industry to use innovation to help secure its future.

As executive vice president of Chain Link Fence Manufacturers Institute for 38+ years, Mark Levin is also an author and avid promoter of the fence industry. He believes in the successful leadership qualities he promotes, including listening, delegating, consensus building, communications and effective decision-making.

Chain Link Fence Manufacturers Institute
10015 Old Columbia Road, Suite B215
Columbia, Maryland 21046
301-596-2583
[email protected]
www.chainlinkinfo.org