National Hardwood Magazine - April 2024

SCMA UPDATE
Learn More
Cypress Promotion In 2024
Late last month, members of the
Southern Cypress Manufacturers
Association (SCMA), along with
promotion sponsors, gathered for the
association’s 2024 Annual Meeting at
The Charleston Place in Charleston,
South Carolina. The event was held
in conjunction with the Hardwood
Manufacturers Association’s 2024
National Conference and Expo held at the luxury
hotel. Attendees were briefed on Cypress promotion
activities, previewed upcoming projects, elected
officers, and enjoyed a networking reception and
dinner.
Here's a rundown.
New Home, Same Address
Last spring, the SCMA launched its completely
revamped home on the web at CypressInfo.org. The
modern website offers a fresh, clean look; an improved
user experience; and a growing library of content
and photography. There’s something for everyone—
from homeowners looking for home reno inspo to
architecture, design, and construction professionals
looking for specification and technical data. Check it
out.
Hits and Clicks
The SCMA is used to making headlines and the past
year was no exception. Two new editorial features
were published, each receiving placements spanning
from coast to coast—including the top
10 media markets in the country. The
topics? Incorporating coastal design
cues in your home with Cypress beams,
millwork, paneling, and cabinetry, as
well as bringing nature indoors with
Cypress décor and furniture items.
Combined, the two advertorials
generated nearly 2,200 placements,
reached more than 328 million potential readers, earned
$838,000 in advertising value, and helped drive website
traffic through an impressive number of clicks. Now that’s
something to talk about.
A Guide to DIY
The SCMA worked with Pittsburgh-based woodworking
duo Siroh & Ivy to produce a video to each DIYers how
to build a modern coffee table out of Cypress boards—
from start to finish. The video walks viewers through
diagramming, filling voids with resin, planning, joining
boards, mitering ends, sanding, assembling, and finishing.
The video is hosted on CypressInfo.org and YouTube.
Sonically Speaking…
As I’m writing this column, the SCMA is partnering with
a Nashville-based videographer and woodworker on a
home office project that will produce video and photo
content. The project involves installing beautiful, selectgrade
Cypress slats with a felt backing to improve the
studio’s acoustics. Music to our ears!
Please turn to page 87
Heartland Hardwoods
Effingham IL
Boost Efficiency and Profits
BY IAN FAIGHT,
DIRECTOR OF MARKETING, COMMUNICATIONS,
AND DIGITAL CONTENT,
SOUTHERN CYPRESS MANUFACTURERS ASSOCIATION,
HARDWOOD MANUFACTURERS ASSOCIATION,
WARRENDALE, PA
IAN@HARDWOOD.ORG
16 APRIL 2024 n NATIONAL HARDWOOD MAGAZINE www.RealAmericanHardwood.com/industry
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APRIL 2024 n NATIONAL HARDWOOD MAGAZINE 17