Compliance and regulation are not regarded as user-friendly terms. Most manufacturers, contractors and service companies treat new standards without fanfare or enthusiasm.

However, the arrival of new industry standards need not be treated begrudgingly, especially if distributors and manufacturers properly prepare and educate the marketplace. Approached in this fashion, distributors and manufacturers can capitalize on opportunities to develop awareness, enhance customer relationships and grow.

Take, for example, the American National Standard for High-Visibility Safety Apparel. ANSI/ISEA 107-1999 influences the visibility and reflection quality of safety clothing for highway construction workers. It specifies which high-visibility gear the industry and users deem necessary to adequately protect workers from the perils of work during evening hours and other periods of low visibility.

Few can dispute the importance of the new standard. The National Institute for Occupational Safety and Health reports more than 100 workers are killed annually and another 20,000 are injured on the job.

The new standard arrives at a good time. Federal dollars for highway restoration and repair have increased sharply with a corresponding jump in the number of highway work zones and overtime hours. There are more job sites and more occasions for construction crews to be working at dusk or under low light conditions.

Safety wear manufacturers have studied the standard and devoted considerable product development time to the creation of appropriately engineered outerwear — gear that protects construction workers in any weather condition and lighting. At LaCrosse Rainfair, material engineers concluded that by combining 3M® Scotchlight reflective material with a unique application pattern, construction workers can be protected 360 degrees in any weather or lighting.

Just like the fabric itself, development of the Tracer™ Gear involved a blend of fieldwork and homework. Bringing the product to market was a collaborative process involving product development representatives in contact with both distributors and their customers. Certainly, design and research work also played a part, including a study by the Strategic Marketing Assn. that identified why construction workers did not wear personal protective equipment (PPE) — worker comfort and job performance were frequently cited.

The collaborative process also applies to the product launch. As with any collaborative effort, communication is key. Regardless of the legislation — or whether or not a new product line is involved — the following information should be shared in a healthy on-going interchange:

• A summary of the legislation and its impact on different market segments
• Copies of articles pertaining to the significance of the new standard
• A description of the solution—the product or products that address the current or upcoming standard
• Product literature describing features, advantages and benefits for specific applications
• Details on promotional and marketing communications support for the product line
• Advertising, trade show and publicity plans should be outlined, and copies of the materials should be provided
• Ideas and examples of successful distributor marketing practices should be shared.

Approached in this manner, the arrival of new regulations and standards builds rather than blocks opportunities for increased sales, improved customer service and the demonstration of industry leadership.