Issue link: http://osercommunicationsgroup.uberflip.com/i/446921
C o n s t r u c t i o n M a r k e t p l a c e 4 1 W e d n e s d a y, J a n u a r y 2 1 , 2 0 1 5 WH: I started my career in construction as the owner of a lightweight concrete subcontracting company. Years later, I saw an opportunity in the market for an alternative to lightweight concrete, so I explored gypsum concrete. I formulated our first product on job sites, launched Hacker Industries Inc. and introduced FORTA-FILL ® Gypsum Concrete to the marketplace. I believe it's the only gyp- sum underlayment that was formulated with input from actual installers. Hacker Industries has since used that ethos to engineer a full line of products, including our new line of premier sound control mats. CM: What does your brand stand for? WH: Quality and value. I believe quality is a process, requiring constant refine- ment and commitment. My purpose with Hacker Industries Inc. has always been to supply value through the highest quality products, applied by the most qualified Licensed Applicators. As my daughter once said; "The Best Products by the Best Applicators." CM: Can you explain what your product line entails and the needs it addresses? WH: Hacker's product line is extensive and diverse, designed to satisfy the most stringent product specifications. FIRM- FILL Gypsum Concretes and FIRM- FILL SCM appear in over 100 UL floor/ceiling assemblies, and are formu- lated for installation over virtually any subfloor system. The compressive strengths of each product vary, from 1200 to over 5200 psi. They are easily installed and quick-drying, leaving a smooth, flat, durable surface ready for finished floor coverings and allowing construction activity to resume the very next day. Our new FIRM-FILL SCM Sound Control Mats address the need for reli- able, cost-effective sound mitigation. We have five sound mat products ranging from 1/8" to 3/4" in thickness. FIRM- FILL SCM can provide an effective sound control system and efficiently limit sound transmission. CM: What markets do your products service? WH: Our FIRM-FILL branded gypsum underlayments and sound control mats are used for fire ratings, sound control and leveling in multi-family structures; so, apartments, condos, hotels and motels. Our GYP-SPAN ® branded prod- ucts are used in single-family for radiant heating and noise control. Our TRUE- SCREED ® branded products are used in Hacker (Cont'd. from p. 1) commercial buildings for leveling. CM: Who installs your products? WH: We established a network of Licensed Applicators, located throughout North America, who install all Hacker Floor Underlayments and sound control products. CM: How do you ensure the quality of your products and of your installers? WH: We field and classroom-train each Licensed Applicator and provide them with full-time technical support and con- tinuing education seminars. We regularly test samples in a labo- ratory for quality control purposes, and in the case of FIRM-FILL SCM, we have color-coded each mat to correspond to the applicable FIRM-FILL Gypsum Concrete. This is advantageous to con- tractors, as visually identifying a 1/8" differential in thickness can be a chal- lenge; the color-coding provides installa- tion integrity. CM: What has been the single most important change that you've seen in the multi-family commercial market? WH: The most significant change has definitely been the shift from heavy car- pet and pad to thinner, hard surface floor coverings. This has created a challenge to specifiers and building owners to achieve a cost-effective, low-profile sound atten- uation floor/ceiling assembly. CM: How has Hacker Industries Inc. addressed that demand? WH: We have not only introduced our FIRM-FILL SCM products, but have also reformulated our product line to account for these less tolerant, thin floor coverings, providing a smoother, denser surface. CM: What about Hacker Industries Inc. makes it unique? WH: We're a private, family-owned and operated company, and have been since 1983. We take pride in supplying an expansive line of quality underlayment and sound control products at the very best value. We're committed to staying on the cutting edge of underlayment tech- nology, improving our current products and adding new ones as construction trends change. Our products bear our name: when a Hacker Floor Underlayment is delivered to the job site, you can rest assured that it's the product for that project. Visit Hacker Industries at booth #C8516. For more information, go to www.hack- erindustries.com or call 800.642.3455. WHIRLPOOL TO TOUT VIRTUE OF FAMILY CHORES In a departure from the long-held industry tradition of 'feature wars,' Whirlpool brand has launched a marketing campaign that's about changing the perception of how peo- ple view the daily chores necessary to care for one's family. Too often these simple acts of cooking, cleaning and washing feel tedious and insignificant, when in fact they play a huge role in shaping the people we love and the world we live in. It's a common misperception that chores are a necessary evil, but studies show chores are a catalyst for academic achievement, decreased truancy rates, and even building stronger family bonds. Studies confirm that pervasive negative attitudes of chores not only cause stress in the household but also may negatively affect future participation. Tapping into consumer and cultural insights, Whirlpool saw a deeper meaning to the role appliances play in family care. It wasn't only about the best working machine, the latest features, and the desire for saved time; what mattered most was caring for their family. The new campaign, called "Every day, care™," departs from the 'feature wars' and 'one-upmanship' common in the industry. Instead, it gets to the heart of what it takes to care every day – the effort, the sacrifice, the tenacity, the repetition – and a true human insight that behind every chore is an act of love. "The campaign is about people, real modern families, and the impact of the care they give and receive every day. It's about proving how often thankless tasks are so important – they are part of the emotional glue holding families together," said William Beck, Senior Director of Mass Brands and Channel Marketing for Whirlpool. "It's a higher purpose that's driving our brand and a natural space for Whirlpool, because we've been a part of these daily moments of care that have taken place in American homes for over 100 years." Integrated Marketing Campaign: Every day, care The multi-million dollar Every day, care campaign is the biggest campaign for the Whirlpool brand to-date. Not does it communicate the importance and value of this care via national television, print and digital advertising, but also prove how these seemingly insignificant acts can affect real change through a series of social acts with the Every day, care Project Platform, a scientific study, and through the appliances themselves. Whirlpool brand's approach is uniquely inspired by families who have been caring for each other generation after generation, captur- ing raw moments, not just aspirational per- fection. According to Beck, "In this campaign, you will see how we draw inspiration from our consumers. It's why we develop the products we do. We are proud to be an American company with a hundred-year legacy of designing home appliances inspired by how families give and get the care they need, and always driving the lat- est technologies and innovations that fit seamlessly into their lives." As part of the campaign launch, Whirlpool brand is fueling public dis- course around the topic, supported by a national survey, academic white paper findings and multi-media content across all digital platforms, including Whirlpool brand's website at Whirlpool.com/every- daycare. The public is invited to join the conversation on social media with #EveryDayCare. LG ELECTRONICS EXPANDS INNOVATIVE EASYCLEAN TECHNOLOGY TO OVER-THE-RANGE MICROWAVE OVENS LG Electronics has expanded the appli- cation of its award-winning EasyClean ® technology, previously only found in LG's single- and double-oven gas and electric ranges, to four new models of over-the-range microwave ovens. The newest line-up of over-the- range microwave ovens all offer the ben- efit of LG's proprietary EasyClean tech- nology, which makes clean-up simple with just a wipe of a damp cloth and no use of harsh chemicals or scrubbing nec- essary. The EasyClean interior, designed to resist most stains, allows spills and splatters to come clean with just a wipe. Two top-of-the-line over-the-range microwaves (Models LMH2235 and LMHM2237) incorporate ExtendaVent 2.0™ technology which provides more powerful and complete ventilation to help homeowners maintain a pleasant kitchen environment. While most over- the-range microwaves only cover the rear of the cooktop, ExtendaVent 2.0 extends front and back over virtually the entire cooktop, helping to reduce smoke and cooking odor. These microwaves also offer the industry's largest capacity at 2.2 cubic feet, so there is always plenty of room to heat large items. "At LG, we're always looking for ways to make families' lives easier, and keeping the kitchen clean and functional is a big part of that," said David VanderWaal, Head of Marketing for LG Electronics USA. "With the expansion of EasyClean technology into our latest over-the-range microwave ovens, clean- up is now easier than ever before so fam- ilies can spend more time doing things that matter most." The new microwaves incorporate a host of LG technologies, all of which work together to ensure powerful ventila- tion, optimal cooking and energy sav- ings. The LG QuietPower™ system pro- vides strong ventilation, quietly. Helping to eliminate cooking time guesswork, all models feature LG Sensor Cooking, a humidity-sensing technology that deter- mines when food is cooked and automat- ically turns off the microwave to help prevent over-cooking. The microwaves feature an energy savings key that conserves energy by shutting off the display once the unit is inactive for five minutes. These models also feature a sleek design with LG SmoothTouch™ glass controls, wide window panel and a premium stainless steel finish to enhance the look of any kitchen. Their design complements other LG kitchen appliances including ranges and refrigerators. The new EasyClean microwaves are available now nationwide.