National Hardwood Magazine - November 2023

SCMA UPDATE Members of

SCMA UPDATE Members of the Southern Cypress Manufacturers Association (SCMA), along with promotion sponsors, recently gathered in Louisville, Kentucky, for their 2023 Mid-Year Meeting. The event took place at the Omni Louisville Hotel and was held in conjunction with the National Hardwood Lumber Association’s Annual Convention and Exhibit Showcase. Attendees received updates on the SCMA’s promotion campaign, previewed projects for the rest of 2023 and early 2024, learned about the Real American Hardwood Coalition’s advertising campaign on Magnolia Network, and discussed the current business landscape. The night prior to the meeting, attendees gathered for a reception and dinner to network and catch up with peers. What else has the SCMA been up to? Keep reading for a brief review. Making Headlines Producing fresh web content plays a big part in the SCMA’s promotion campaign. Aimed at inspiring consumers to take on a home improvement project, the SCMA publishes several articles each year that highlight Cypress’ natural beauty and versatility in residential applications. CATCHING UP WITH THE SCMA The SCMA’s latest editorial piece, titled “7 Coastal Cues for Your Home,” showcases Cypress millwork applications ranging from tongue-and-groove ceilings and beams to paneling and built-in cabinetry—all centered around coastal design. The article received 1,080 placements, reached 164 million potential readers, and rendered an ROI of 120 to 1. Earlier this year, the SCMA published “Go Natural with Home Décor.” The list-based article shared five thoughtful ways for homeowners to bring a slice of nature into their homes with items like handcrafted tables, vases, bowels and utensils, serving trays, and lighting. To date, the article earned nearly 1,090 placements, reached 164.4 million potential readers, and generated an advertising value of nearly 0,000. Targeting DIYers Over summer, the SCMA partnered with Pittsburgh-based woodworking duo Siroh & Ivy to produce video to teach DIYers how to build a modern coffee table out of Cypress boards—from start to finish. The video walks viewers through diagraming, filling voids with Please turn to page 54 Our industry has stories to tell. We’re telling them. A new video by the SCMA shows how to build a modern, hollow coffee table, such as the one pictured. BY IAN FAIGHT, MANAGING DIRECTOR, SOUTHERN CYPRESS MANUFACTURERS ASSOCIATION, WARRENDALE, PA IAN@HARDWOOD.ORG Contribute Now to Build Your World The Real American Hardwood Coalition has launched its Build Your World campaign in partnership with Magnolia Network. The ads are inspiring a national audience by educating them on the benefits of Real American Hardwood® products. The campaign was made possible thanks to voluntary contributions from the hardwood industry. Your continued support is critical to advance the initiative and reclaim market share for the benefit of all industry stakeholders. Help Build Your World. Learn more about the RAHC’s promotion efforts, see a list of supporters, and make a voluntary, tax-deductible contribution at RealAmericanHardwood.com/industry or scan the QR code. 12 NOVEMBER 2023 n NATIONAL HARDWOOD MAGAZINE RealAmericanHardwood.com/industry RealAmericanHardwood.com/industry NOVEMBER 2023 n NATIONAL HARDWOOD MAGAZINE 13 Real American Hardwood is a registered trademark, and Build Your World is a trademark of the Real American Hardwood Coalition.