FTMA Webinar Series: Reframing for Growth
30th August 2026
By Julia Hall - Twenty Nine Ideas
Hosted by Twenty Nine Ideas, the 2026 webinar series is about giving FTMA members practical tools, honest business insight and a clear way forward for growing stronger frame and truss businesses.
A practical program for a changing industry
Frame and truss businesses are built on capability, reliability and relationships. That will never change. But the way businesses show their value has changed. Builders, homeowners and suppliers are all looking for clearer information, better communication and businesses that know where they are heading. This FTMA Webinar Series, hosted by Twenty Nine Ideas, has been developed to help members sharpen that story and turn their marketing into something practical, useful and aligned with the realities of the industry.
For me, marketing is not about doing things for the sake of it. It is about understanding the business, understanding the customer, and then making practical decisions that support sales, retention and long-term growth. This series is designed to help manufacturers look at where they are now, what is working, what needs to improve and where the right opportunities may lie.
Four sessions with a clear purpose
The series is built around four connected sessions: Developing a Strategy for Frame & Truss, Marketing Basics for Frame & Truss, Customer Experience – The Builder, and Golden Rules for Marketing Tactics. Each session builds on the last, starting with business direction and moving through to practical marketing activity, builder insight and implementation using Golden Rules.
The first session starts where every good plan should start: with the business itself. We will look at current strategy, growth direction, what needs to change, what is working well and what is getting in the way. Honest input from staff is also part of the process, because the people inside the business often see issues and opportunities long before they show up in a report.
Understanding how builders choose suppliers
A key part of the series is understanding builders properly. How do they find suppliers? What makes them stay? Why do quotes convert, and why do they drop away? What support do they actually need from their fabricator? These are the sorts of questions that help a business move beyond guesswork, and start building a stronger customer experience.
The customer experience content also looks at how manufacturers can help builders grow. That includes innovation, the Carbon Calculator Tool, using timber as an ally, guest speakers and resources builders can use with their own customers. If we want homeowners to better understand timber, we need to give builders simple, credible tools to have that conversation.
From ideas to action
The final session, Golden Rules for Marketing Tactics, brings the work back to action. It focuses on the areas most businesses are already trying to manage: websites, eDMs, social media, paid advertising, customer engagement analytics, staff training, induction, marketing plans, team support, management support, coaching, mentoring and change management.
The aim is not to overwhelm people with theory. It is to help each business identify what matters most, what can be done now, and what needs to be built over time. Good marketing does not have to be complicated, but it does need to be consistent, aligned and owned by the business.
Tailored preparation and 1:1 support
Before the webinars begin, participating businesses will be asked to complete a form. This step matters because no two fabricators are the same. The advice needs to fit the business, not the other way around.
The series also includes one-hour 1:1 meetings with fabricators, held face to face or via Teams. These conversations will review the information provided, clarify priorities and agree on practical next steps. After each meeting, participants will receive a summary of the plan so they can continue the plan after the webinars finish.
Supporting FTMA’s wider industry strategy
The goal is bigger than a better brochure or a few social posts. This is about helping frame and truss businesses promote themselves with more confidence, while also lifting the profile of timber solutions. If fabricators are clearer about their value, builders are better supported, and homeowners are more likely to understand why timber matters and demand it as a building material.
In that sense, the FTMA Webinar Series supports FTMA’s three-year strategy in a very practical way: by strengthening individual businesses and helping the wider sector tell a stronger story. Twenty Nine Ideas was created to support businesses across the timber network, grow sales, improve marketing and lift the profile of this incredible industry. This series is one way to do exactly that.
The Webinars are $1,500 plus gst for all four sessions, plus a 1:1 session with Julia, founder of Twenty Nine Ideas.
