Company Profile:

SaferWood by Chemco, Inc., is a pioneer in the field of exterior fire-retardant treated wood (FRTW). Founded in 1981 in Ferndale WA, SaferWood by Chemco, Inc., created, developed, and refined Thermex-FR for the pressure-treatment of cedar shakes and shingles, lumber, and plywood.

Event(s) attended: BOND Custom, 2024

Industry: Ignition Resistant Exterior FRTW.

Company size (by employee count): 100+

Attendee Profile:

J. Travis Owens, Chief Business Development Officer: US, Canada & Europe.

Travis joined SaferWood in November 2022 after almost 20 years in the industrial chemical industry. Over the past two years, he has rolled out a new business model, a new business strategy focused on education, rebranded and repositioned the company, which has doubled volumes and specifications of SaferWood.

"The best thing about my work is the people I get to meet. It is inseparable from our mission: to protect property and save lives, with real wood, made safer, SaferWood. I believe strongly in giving more than you get and leaving more than you take. In fact, this is how we will make a difference today and keep our promises tomorrow."

Favourite quote: "Every time we habitually react, the past is present."

The Problem

One of Travis' biggest challenges is to educate architects on the safety, aesthetic, sustainability and practical advantages of Fire Retardant Treated Wood over synthetic alternatives. The first, and perhaps most difficult step, is getting the time and attention of those architects who influence material spec. on luxury residential projects and over the industry itself.

"The industry teaches, “wood is bad.” Our industry is labouring to change this perception to, “wood is good.” The next is educating AHJ’s (fire and building code officials), architects, et al, how our Ignition Resistant Exterior FRTW meets all code compliance requirements across the entirety of the US and Canada."

The Solution:

"BOND presents an opportunity to interact in a way that is improbable to replicate by requesting a meeting or L&L outside of this event. The Founders, Principals, Owners attending say as much. At BOND Custom, everyone is relaxed, open, engaging, friendly, and having fun. The “ice” has already been broken. It’s a unique environment for sure."

Results

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Since attending BOND Custom in October, Travis has seen more plans and projects specifying SaferWood or seeking guidance on how-to specify them.

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Travis left with several requests to present Saferwood's AIA course to new firms, resulting in a measurable and meaningful outcome.

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The key benefit, according to Travis, is that all participants are Principal-level or above, with a national scope and genuine project and industry influence.

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Travis found the opportunity to interact closely with Principals far more valuable than any other events he had attended with longterm value eclipsing ROI after his first BOND event.

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Travis's comments on:

ROI:

You may find an architect ready to buy. I’ve seen and heard that deals are made at the event. I firmly believe it will take more than one event to realize any ROI and prove, as a supplier, that you’re invested for the long-term. I heard from several suppliers I knew prior to the event, and met during, that you must show up more than once to have ongoing success. 

Audience quality:

"The opportunity to interact so closely and socially in a sequestered setting with Principals and founders was immensely more valuable imo than any other events I’ve done. It’s 100% not a trade show. There’s no swag. It’s scheduled, professional, one-on-one meetings. The key for me is they are all Principal-level or above, with national scope, and active project portfolios."

Connections Made:

  "I met 20 architects whom we’d never connected with before, and was able to reconnect with 5 more who did not fully understand what we offered or how we fit into the picture. Geographically, they came from key areas across the US and Canada. Again, the LTV is still incubating though I’m confident it will lead to SaferWood appearing on more high-profile projects. So, let’s revisit the question of value in 3-5 years."

Any advice to other manufacturers considering BOND?

“If you’re a top-tier company, or positioning yourself as such, and desire to have intimate access to the decision makers at top-level architecture firms, then choosing BOND seems like a clear-cut way to set yourself apart from the rest of the crowd whilst gaining an opportunity to become a preferred partner and making friends along the way."

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