The Power of Participation The NAA & WAIB meet in Monterey The National Aerosol Association (NAA) and the Western Aerosol Information Bureau (WAIB) held a joint conference in Monterey, CA on Sept. 11-12. The theme focused on The Power of Participation. Joe Bowen of Aeropres Corp., served as Master of Ceremonies. The NAA, WAIB and Consumer Specialty Products Association (CSPA) encouraged engagement from industry members with its joint promotional message developed with the goal of being proactive: “We are an industry that provides a safe and reliable packaging form for products used in U.S. homes, schools and hospitals.” Bowen continued to press that message, emphasizing that the aerosol industry needs to create and engage up front for the future it wants and not wait until it needs to react. Bowen also made the announcement that NAA is making available to members the annual safety data that is gathered by the U.S. Consumer Product Safety Commission (CPSC) National Electronic Injury Surveillance System (NEISS) that shows that aerosols are safe when compared to other products causing hospital visits. The NAA also now owns the methodology to continue to document this safety record and asked for donations to continue the mission. Roger Vanderlaan of Shield Packaging of CA presented Branding. Referring to the positive messaging that has been developed for use by the aerosol industry, Vanderlaan stressed that much effort has been spent correcting a negative message that has persisted for many years. “We need to move forward with this messaging initiative. Our products make lives better and a positive message will be a unifier across the industry,” he stated, adding that the aerosol industry has a good story to tell, that the various aerosol associations can unify around a common message in a time when consumers are looking for honest messaging and information. Further on the branding theme, Bill Trumpfheller of Nuffer Smith Tucker Public Relations, presented Branding: How to Position an Idea, a Product or Even an Entire Industry. He stated that a brand is an identifying mark, an asset that can be quantified on a balance sheet. Positioning is the thinking behind what we want a brand to be and awareness is the extent to which a brand is recognized. He continued that brand equity is made up of good will and recognition. Brand building is the process of managing a brand, resulting in brand equity. A Brand needs to be managed to keep it current and top-of-mind with consumers. Awareness is critical, and assuming the aerosol packaging form is a brand, what should the industry be doing to get it recognized? Trumpfheller supported Vanderlaan’s case that the industry should implement shared messaging with consistent communication that is based on thoughtful positioning. Heidi MacAuliffe, Executive Director of the American Coatings Association (ACA) and the Graffiti Resource Council (GRC) presented Aerosol Coatings & Adhesives: Regulations & Beyond. ACA Reported on U.S. Dept. of Transportation (DOT), SP 12995 Hot Water Bath alternatives. Manufacturers may be able to use alternatives to hot water baths without a permit. In other state news, Delaware and Maryland are in the process of updating their rulemaking to mirror the O-T-C model rule regarding reverse logistics. The GRC has been actively working with a coalition of ACE Hardware retailers in Chicago to get their spray paint ban overturned. An amendment was introduced in May by an influential Alderman, but is now on hold because of an objection from the Director of Streets & Sanitation. Letters are needed from residents of the City of Chicago to help with this effort. On a broader basis, GRC is working with the U.S. Conference of Mayors on the graffiti problem seeking to work together on solutions. Michael Shaw, California Manufacturers & Technical Association (CMTA), presented Sacramento Legislation that Affects our Industry & the Benefits of Industry Collaboration. Among the challenges for manufacturing in California are the high cost of power and the lowest percentage of site selections for new manufacturing jobs. Since 2010, there has been a re-shoring of manufacturing nationwide, but California lags in this job growth. However, the service sector job growth is strong in the state. Greg Johnson, Sherwin Williams, Diviersified Brands presented Fun with Ozone! Johnson discussed the recent U.S. Environmental Protection Agency (EPA) requirement that the ozone standard be reduced to 70 ppb. He postulated that further reductions will come from NOx emissions since substantial volatile organic compound (VOC) reductions have been accomplished already. He sees no need for further consumer product reductions. He also predicted Bowen Vanderlaan Trumpfheller McAuliffe Shaw Karperos Johnson White Lucree 20 Spray November 2016
Spray November 2016
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