ells siding and roofing

By trtancine Achin Marketing Serviccs Manager James Hardie Building Products, lnc.

TTIODAY, building product manu- facturers are introducing more siding and roofing materials than ever before, each with its own distinctive and sometimes complex set of specifications, applications, features and benefits.

At the sanie time, purchasers of siding and roofing products are becoming increasingly discerning. Primed with information gathered from construction and remodeling industry publications and trade shows, they know product options are expanding. They won't just settle for what worked last time.

For retailers, this fast-changing environment demands an aggressive marketing strategy, powered by hightech, highly disciplined marketing initiatives but grounded in good old-fashioned, pers onalized customer servrce.

In a recent survey of retailers who report strong siding and roofing product sales, four major factors were consistently credited with producing results: good product knowledge, systematic evaluation of customer needs, proactive direct mail and pointof-sale materials, and highly personalized promotional events.

Product Knowledge

"We provide three private offices plus a CAD machine and operator so contractors can give their customers a floor layout and exterior drawing, showing how a home will look with products selected from our extensive display center," said Sherwin Lindsey, president, Lindsey Builder Supply Inc., Lyman, S.C.

"Homeowners love this be-

Roofing & Siding Glossary

Building Paper (felt, sheathing paper) - AsPhalt-saturated felt or kraft-paper installed between the siding/roofing and the structure to minimize air infiltation

Course - A row of shingles

Deck (decking, sheathing) - Wood surface on which roofing material is applied

Dormer - Framed window unit projecting out from the side of a sloping roof

Drip Edge - Weather-resistant metal "L"s installed at eaves to help shed water and protect the roof s wood comPonents

Eaves - Overhanging horizontal edge of a roof structure

Exposure - Surface of a shingle exposed to the weather

Fascia - Flat trim board that covers the ends of the roof rafters at the eaves

Flashing - Strips of sheet metal, roofing or siding used to make waterproof joints

Frieze -Trim board against the wall immediately below the soffit panels orboards

Furring Strips - Boards fastened over uneven surfaces to create a flat nailing base

Gable - End of a wall that comes to a triangular point under a sloping roof

IIip - Sloping line formed where two roof decks meet

Ridge - Topmost horizontal line formed where two slopes or roof surfaces meet

Softit - Panels or boards closing off the bottom of the roof overhang

Soil Stack - Vent pipe that passes through the roof and requires flashing

Square - Amount of roofing required to cover 100 sq. ft. (10'xl0') of roof zurface

Valley - The trough formed where two roof slopes meet cause it's easier to make decisions when you can see how products will actually look and feel, rather than choosing from a catalog. Contractors have often said our display center closed the deal for them."

Courting end-users through product education is also a successful approach for Bob Sutherlan4 manager at Mendo Mill & Lumber's Fort Bragg, Ca., store. "Besides Contractor Nights, we sponsor homeowner clinics on such topics as how to replace rotted fascia board, how to repair roof leaks, and how to build a deck. Consumers who anend usually either purchase the products we showcase or ask their contractor to use them. Either way, we sell more product," he said.

On-site product workshops are a favorite with Clay Cowden, contractor/outside salesman at BMC West, Vancouver, Wa. "We recently hosrcd a product workshop to spotlight a siding product at a mansion under construction. We invited more than 100 conmctors to attend a barbecue at the 8,700 sq. ft. house. This gave them a chance to learn more about a new product and actually see how it is installed. Every time we host a product workshop, our sales for that product double the very next month."

Evaluating Customer Needs

Hand in hand with product knowledge, a careful evaluation of customer needs is an equally powerful selling tool. One retailer recently worked with a 24Gunit condominium devel-

Story at a Glance

Innovative ways to sell slding and rooflng use product and customer knowledge, marketing, speclal events.

opment in a harsh-weather East Coast environment. The development's textured plywood siding had been replaced twice in 20 years due to the salt spray, high winds and humidity. The retailer suggested fiber-cement Hardiplank siding.

When several homeowners voiced concern over the aesthetics of fibercement. the dealer installed a wall of fiber-cement siding and a wall of wood shingles. Most owners couldn't tell the difference.

If it's a new product, though, be sure the customer understands how to install it. If necessary, meet with the contractor and the framing crews to review application instructions stepby-step. Go on-site the first day to make sure the product is being properly installed. It's worth the time because if the product fails due to faulty installation or the work crew dislikes the product because no one was there to resolve difficulties. the retailer loses future business. In effect, a retailer's success depends on the success of the products they sell.

Proactive Marketing

Keeping in constant touch with customers is a winning strategy for Rouge Pacific Lumber Co., Medford, Or. President David Stuart notes that "to help launch a new product or renew interest in an existing one, we include highly targeted statement stuffers in customer billings. We also have a monthly newsletter which includes product profiles, time-saving and labor-reducing installation tips, and notices of impending price increases."

Promotional Events

Special events with disciplined follow-up are vital for a balanced marketing mix, according to successful retailers. When one retailer heard that his lumber dealer association was opening its annual show up to contractors, he rented a luxury bus to take his contractor customers to the event.

"En route we served breakfast and showed videos of our newest products," he said. "Later, we hosted dinner at a top-notch restaurant. We received many thank-you letters, which we thought was significant since most people in our industry hate paperwork of any kind. And, over the next quarter, folks on the trip increased their business with us and purchased many of the new products."

Another building supply firm recently held its first promotional golf tournament. The company created foursomes by pairing a sales rep with three customers. After golf, the company hosted a cocktail reception where selected vendors displayed products, followed by a festive "awards" dinner to hand out trophies for the best and worst scores. Such thank-you events allow customers to feel appreciated and to get to know retailers better.

In terms of pure TLC, Dub McGinnes, McGinnes Lumber Co., Plant City, Fl., takes the prize. He said his program of home-cooked thank-you lunches instituted six months ago is "the most effective promotional event we've ever had. We take lunch to a contractor's entire staff - from ceo to receptionist."

"What makes this program so special," said McGinnes, "is that my wife, Pec, who's a gourmet cook, prepares the food. Our customers love getting a free lunch for their employees and when they discover it's home cooked, they're really impressed. A catered lunch is nice, but a homecooked meal is so much more personal. I've had customers kid me, 'Gee, you must really appreciate our business if you made your wife cook for us,"'

Considering the marketing costs of drawing each prospective customer into a retailer's outlet, it's certainly worthwhile to do whatever it takeseducation, installation training, needs evaluations, special events - to keep good customers in the fold.