Businesses that implement teamwide training are better able to serve customers. Learn how Nick Shave of Shaves Paint + Decor in Durban, South Africa, used training from the Paint and Decorating Retailers Association to kick-start his program.
Cleanup on Display
Contractors by the Numbers
Learn more about how you can earn the business of contractors and professional painters in your area based on what they say want from independent retailers.
How do you merchandise your sponges, rags and dropcloths? Find out the best display practices that leading manufacturers recommend to bag more sales on these must-have cleaning tools.
What’s Your Marketing Plan?
Get insights into how you can create a comprehensive, engaging marketing plan from Kim Scappaticci at Wallauer’s Paint & Design.
When it comes to growing your business, there is arguably no more important customer segment than the professional painters and contractors who patronize your operation.
Professionals are likely to spend more, be more loyal and expect more from your operation than DIYers. But they have one very important similarity: If you want their business, you must differentiate.
Just like consumers, contractors have many different paint and sundry supplier options. What is it about your business that makes you stand out? What are you doing to catch the contractors’ eye and earn their business?
If you can’t answer this simple question, you need to start giving it some serious thought. I would recommend you start the reflection process by asking what is typically the most important question on contractors’ minds: “What does this business do to make my job easier and my business more profitable?”
To understand the specific needs of the contractors in your area, hold your own focus groups or even invite them out for a pizza dinner on you and ask how you can better serve them.
In some markets, differentiation might mean extended hours or job site delivery. In other markets, it might mean stocking a particular brand of applicators or hosting vendor classes. But if you want to be successful serving contractors, you need to have the answers in your market.
To understand the specific needs of the contractors in your area, hold your own focus groups or even invite them out for a pizza dinner on you and ask how you can better serve them.
In this issue of Paint and Decorating Retailer, we feature some research that asked contractors what some of the most important factors are when they choose a supplier. We hope you find this article will get you thinking about how your business measures up to these demands.
If you take the time to understand these customers’ needs, you can set your business apart and start building a stronger foundation with the help of your local contractors.
Dan Tratensek DanT@nrha.org
Publisher,
Editor-in-Chief
Dan Tratensek dant@nrha.org
Issue Contributors
Diane Franklin
Graeme Haase
Heather Kauffman-Peters
Jerry Rabushka
EDITORIAL, DESIGN & PRODUCTION
Managing Editor
Melanie Moul
Lynnea Chom
Chad Husted
Todd Taber
Kelsey Truex
Nancy Vondersaar
Association Coordinator Tina Sullivan tina@pdra.org
ADVERTISING
Account Executive
Brandi Hemmer brandi@pdra.org
Phone: 636-680-2785, Fax: 636-229-4750
PDRA EXECUTIVE LEADERSHIP
LeAnn Day Chief Executive Officer
OFFICERS
Craig Bond Chairman of the Board
Tommy’s Paint Pot, Eugene, Oregon DIRECTORS
Robert Mueller
Benjamin Moore Kelowna Kelowna, B.C., Canada
Jay Donnelly
Flanagan Paint & Supply
St. Louis, Missouri
Lesley Davies-Baptista
Paint Fair Ltd.
Freeport, Grand Bahama, Bahamas
PDRA ADVISORY COMMITTEE
Dori Marks, PPG Industries
Thomas Hill, The Coatings Alliance
Eugene Andreassi, Benjamin Moore
Joe Jankoski, Hunter Douglas
Bob Clemence, Hyde Tools
John Shingledecker, Allpro Corp.
Richard Russo, Reed Exhibitions
Mike Dube, Lancaster
The Big Picture
Murals and oil changes are rarely associated with each other, but Jiffy Lube of Indiana owner
Steve Sanner has made art a priority at a dozen of his Indianapolis locations. Sanner invited local artists to paint murals on the sides of his buildings to deter graffiti. The idea started at one location and has since expanded into a companywide initiative that has benefited the business in many ways, including the bottom line.
“By painting murals on the side of our buildings, we are giving people an organic reason to talk about and pay attention to our stores,” Sanner says. “Our business is setting records year after year.
Glendale Jiffy Lube in Indianapolis
Mixing Oil and Paint
Our people are excited to be learning and growing as part of this project.”
The mural project works in conjunction with the Arts Council of Indianapolis, which finds the artists, reviews prospective mural ideas and ensures best practices during installation.
“Most of the artists use high-quality name-brand paints,” says Julia Muney Moore, the director of public art for the Arts Council. “Because of the rough surfaces, the artists have to be creative in the application process. Some have used sprayers for an ethereal look, while others use rollers and brushes to create an impressionistic quality.”
WE CAN GET YOU THERE
People don’t just have tinting requests—most days they have questions too. They need tools that deliver the kinds of results that are expected from a professional or that can make them appear like today wasn’t a rst-time painting experience. Wooster Ultra/Pro® Firm paintbrushes bring success to every-day painting jobs. If your customers are counting on professional painting results—tell them that Wooster is the way to get there.
TUltimate Power
Power
Sealant Brings Nanobased Protection to Multiple Substrates
here’s nothing like the look of natural stone in architecture. Whether it’s siding on a home or pavers around a pool, these surfaces bring a rustic beauty to many applications. That is, until they don’t.
What makes these building materials appealing is the same thing that leaves them open to discoloring, stains setting in and mildew: their absorbency. Natural stone, brick, clay and even wood can become discolored and off-putting without the proper protection. Ultimate Sealant is here to keep that from happening.
The nanobased protective coating is designed to work on concrete, masonry, clay, brick, natural stone, pavers, wood and other absorbent substrates. Water-based and non-toxic, Ultimate Sealant prevents mildew chalk deposits, humidity-related stains and overall weathering from harming these materials.
“Due to its nanotechnology composition, Ultimate Sealant is able to penetrate and seal even the smallest capillaries of most porous substrates,
including natural stone, creating outstanding water repellent properties without altering their appearance or texture in any way,” says Jorge Cordoba, operations manager for Nanotech-Surface Solutions. “In other words, Ultimate Sealant will create a completely invisible layer that protect surfaces and preserves the surface like new.”
Some of the most attractive qualities of Ultimate Sealant include that it is a ready-to-use product out of the bottle and does not create a slippery surface. This allows it to be used on concrete flooring or outdoor pavers that need protection. Depending on the project size, Ultimate Sealant can be applied by roller or sprayer.
“Ultimate Sealant’s most popular uses include stone and concrete facades, historical buildings and monuments, retaining walls, pavers, sidewalks, pool floors, brick walls, foundation pillars, concrete structural pillars and any stone-based porous substrate,” Cordoba says.
For more information on Ultimate Sealant and Nanotech-Surface Solutions, call 800-677-3419 or visit nanotechsurfacesolutions.com.
Upgrade your decorative offering this fall!
28 ready-to-use metallic colors in 8 oz jars, plus a complete decorative product system to recreate all these colors with just four tint bases.
Dealer inquiries welcome.
Tintable Lacquer
WATCO All-In-One Lacquer + Color combines lacquer and color into a one-step coating. Lacquer + Color provides a high-gloss finish on wood furniture and other wood surfaces. It does not require priming or sanding prior to application and dries to the touch in one hour for most color selections. 21 colors are available across light and dark tints.
Rust-Oleum
888-855-1774 or rustoleum.com
Construction Adhesive
Drywall Advanced construction adhesive from LIQUID NAILS® uses nail pop minimizing technology to help prevent costly nail pops while installing interior drywall. It reduces shrinkage and nail pops by up to 90 percent compared to latex-based drywall adhesive when finished after 24 hours.
Botanical Wallcovering
Wisteria in Botanical Green Floral Wallpaper shows the beauty of the title display plant on a green background. The wallpaper is available in rolls or as samples and using a paste-to-the-wall method
PPG 800-441-9695 or ppgpaints.com of application. & Magnolia
Woodchip woodchipandmagnolia.co.uk
Decorative Pulls
Top Knobs has added two lines to the Grace Collection of knobs, pulls and appliance pulls. The Riverside series is a redefined take on a standard square bar pull with a contoured grip. The Minetta series is a tab pull designed to be sleek but with soft curves for handling. Both series are available in six finishes, including Ash Gray, Honey Bronze and Flat Black.
Top Knobs
800-499-9095 or topknobs.com
Flooring System
Orangery Flooring from Haddonstone is a traditional Victorian-style flooring system which can be seen to best effect if installed in contrasting colors. The system is made from cast stone. This photo shows Portland tiles with Slate inserts. Tiles are also available in Bath (creamy-yellow) and Terracotta & Coade (honey-yellow) colors. Haddonstone info@haddonstone.com or haddonstone.com
“One
“One of the greatest sections in Paint & Decorating
Retailer
magazine is the new
product introductions.
of the greatest sections in Paint & Decorating Retailer magazine is the new product introductions. The core group of readers is independent retailers looking for new ideas, so that section is a huge asset.”
The core group of readers is independent retailers looking for new ideas, so that section is a huge asset.”
—Jay Donnelly, Flanagan Paint & Supply
—Jay Donnelly, Flanagan Paint & Supply
Submit Your Favorite Products!
Paint & Decorating Retailer magazine is seeking your input for an upcoming special section. If you have a product you can’t keep on the shelf, a tool that has helped you boost margins or an impulse item that consistently raises your transaction sizes, send them to editor@pdra.org. Be sure to include your name, your company, the product name and a few sentences explaining why you love the product! For more information, contact Tina Sullivan at 800-737-0107.
A Heroic Milestone
HERO Products Group Celebrates 50 Years of Business
The HERO Products Group of ICTC Holdings Corp. is celebrating 50 years of operations. The company is well know for its paint dispensing and mixing equipment and its service to the architectural paint and coatings industry.
Founded in 1969 in Vancouver, British Columbia, HERO’s product line has grown to include colorant dispensing and mixing equipment for POS and in-plant production equipment. The company currently has operations in Vancouver; Turin, Italy; Mumbai, India; and Cologne, Germany.
To celebrate its 50th anniversary, HERO is planning many initiatives. Its HERO Helps product group is launching a program aimed at helping independent paint retailers recover
from natural disasters. When an independent paint retailer loses equipment due to floods, hurricanes or other natural disasters, HERO will assist new or existing customers by offering special discounts and financing to help businesses recover.
The company is also holding special promotions this month to honor its anniversary.
HERO automatic dispensers include an exclusive proprietary Progressive Cavity Pump, which delivers precision, durability and dispensing speed, according to Chris Kosmala, vice president of marketing and key accounts for the company.
“Annual or semi-annual calibrations are not required with our automatic dispensers, leading to the lowest cost of ownership in the industry,” he says.
Benjamin Moore CEO Talks Ace Hardware Partnership
Last month, Benjamin Moore & Co. announced its new relationship with Ace Hardware. The hardware co-op and the paint manufacturer have entered into an agreement that makes Benjamin Moore the independent hardware company’s preferred paint supplier and private-label manufacturer.
Paint & Decorating Retailer talked to Benjamin Moore chairman and CEO Dan Calkins to learn more about the expanded partnership and to get his perspectives on the future of independent retail.
Paint & Decorating Retailer (PDR): How did the relationship between Benjamin Moore and Ace Hardware begin?
Dan Calkins (DC): Our relationship with Ace goes back many years. In 2005, we formed an alliance, and at that time, about 350 Ace stores sold Benjamin Moore paint. Between 2005 and 2012, as a result of our alliance, we grew that number to about 1,300 stores.
In 2014, Ace Hardware changed paint suppliers, and so the number of Ace banner stores selling Benjamin Moore paint dropped to about 800. Over the last few years, some stores came back, and we currently have about 1,100 Ace stores that sell our products.
Last year, we started talking to Ace about a number of different projects, including our sundry program we have with them. They asked if we would be interested in being a supplier if things changed, and we told them to let us know if an opportunity came up.
We’re very excited that we were able to come to an agreement to become Ace’s preferred paint supplier.
PDR: How does this partnership support independents?
DC: This partnership is a very good fit. We’re the only independent paint company that is completely committed to the independent paint channel, and we are going to continue investing in independents, whether that’s in hardware or in paint and decorating.
The resources we gain from this partnership are going to be reinvested into the Benjamin Moore brand. Whether you’re a paint store or a hardware store, you’re going to benefit from that. This partnership creates more awareness of the products and it makes them more available and more accessible.
We get up every day and think about the independent channel because that’s our core focus. We are excited about this opportunity and what it will mean to all of us over time.
Dan Calkins
PDR: How can independent retailers who aren’t currently dealing Benjamin Moore paint access your products now?
DC: We have a tiered program based on store size, liquid paint sales and proximity to distribution centers.
Our goal is to set up 2,300 additional Ace stores with our paint line by Memorial Day 2020, and Ace will be helping us facilitate that. We are bringing on new sales staff to support that initiative, and we’re already working hard from a deployment perspective.
PDR: How are you communicating the partnership?
DC: On the retail side, we will have a big presence at the Ace Hardware Fall Convention in September. We’re going to make sure their membership is familiar with our programs and what their options are.
Coming out of that show, the implementation will pick up. Ace Hardware and Benjamin Moore will start marketing the partnership together, and everyone will benefit from the marketing both companies already do.
Ace’s reach is on the consumer side. About 96 percent of people who shop at Ace stores are DIYers, while about 80 percent of the people who shop at Benjamin Moore paint and decorating stores are professionals. We plan on shouting this partnership to both audiences. By working together, we’ll have much more of a shared voice, and we’ll be able to share the benefits of the Benjamin Moore brand.
PPG Names New VP of Procurement
PPG has announced James T. (JT) Jones will serve as its new vice president of procurement.
In his role, Jones will lead PPG’s global procurement team and develop new processes and strategies for the unit. He will also be charged with optimizing the company’s supplier base of purchased raw materials, goods and services, which span numerous categories and regions.
Previously, Jones worked with Celanese, a chemical and specialty materials company as its vice president of global raw material procurement. In his previous position, Jones oversaw the procurement team and launched new processes to match company needs.
Additionally, he has worked for Accenture, Hercules and the International Paper Corp., where he began his career in sales.
Jones has a bachelor’s degree in chemical engineering from the University of Illinois and a master’s degree from Northwestern University.
Professional Grade Sanding Tools Faster and Easier
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• Up to 3 times faster than a conventional sand pole, with better results.
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• Center hub quickly converts tool to hand sander or pole sander.
Replace the pad, not the tool!
James T. (JT) Jones
Richard’s Paint Welcomes New Laboratory Manager
Richard’s Paint has named Brian Chalmers as the company’s new laboratory manager. In his new leadership role, Chalmers will oversee technical and quality aspects of the company, including in research and development initiatives and in the areas of quality control and process improvement.
Previously, Chalmers served as the national color lab manager for BASF Wall Systems in Jacksonville, Florida, where he managed the National Color Lab. On an annual basis, the lab facilitated more than 5,000 color matches and led distributor education and training.
During his time with the National Color Lab, Chalmers earned a Green Belt in Lean Six Sigma for process improvements, which he utilized throughout BASF’s North American and global operations.
Chalmers began his career in the paint and coatings industry in 1986 at the Coronado Paint Co. in Orlando, Florida. Chalmers held numerous positions within the company throughout his two-decade tenure.
Richard’s Paint was founded in 1954 by the Richard brothers.
Today, the company operates a 100,000-square-foot facility and is headquartered in Rockledge, Florida. The company serves more than 400 distributors in the U.S., Asia and South America.
Brian Chalmers
By Melanie Moul
Exploration Contractor
What Professionals Say They Want From Your Operation
In the March issue of Paint & Decorating Retailer magazine, we talked to paint retailers to find out how they meet their contractor customers’ needs. The retailers featured in that story reflected on the importance of establishing authentic relationships with their customers. Those relationships are about exceeding expectations, whether that means delivering an additional 5-gallon bucket to a job site or having the knowledge about new products to be sure professionals are equipped with everything they need.
On the following pages, you’ll see the results from a recent survey Paint & Decorating Retailer delivered to about 100 paint professionals. See where pros buy their paint and sundries and learn what they said would help you earn their business. Relationships are being established on the association side, too. On Page 23, read a conversation between LeAnn Day, CEO of the Paint and Decorating Retailers Association, and Steve Skodak, executive director of the Painting Contractors Association. They share their thoughts on why retailers and contractors need to work together to affirm the future of the industry.
Methodology
With the help of the PCA, Paint & Decorating Retailer magazine surveyed about 100 professional painters and paint contractors in the U.S. through an online survey. Professionals were asked about their current buying habits: where they buy their paint and why they choose to shop where they do. If respondents said they didn’t shop at independent operations, they were asked why not and how those retailers could earn pros’ business.
In addition to those initial questions, respondents were asked to explain in a few words what their top priority is when it comes to deciding where to buy their paint.
Findings
Who Are the Respondents?
Nearly two-thirds of respondents identified themselves as professional contractors, while the remainder are professional painters. A small percentage (less than 5 percent) identified as other professionals within the industry, such as designers.
Where Do They Buy Their Paint and Sundries?
Nearly half of respondents say they purchase supplies for their businesses at national chains. The next largest group, about one-third, report independent paint stores as their choice. Slightly more than 10 percent of respondents
reported purchasing materials at multiple businesses, such as a mix of independent stores and big-box home improvement retailers or national chains.
Why Do They Shop There?
Respondents were asked to choose all the reasons they shop for paint and sundries at the operations they shop most often. For most professionals, paint brand and excellent customer service are the top reasons they shop where they do, which received an equal percentage of responses. Supporting local businesses, available sundries and accessories brands, and convenient location rounded out the rest of the top five responses.
Respondents who reported that they don’t shop at independent operations were asked to choose all the reasons why they don’t. More than 50 percent of the survey participants listed high prices as a reason for not shopping at independent stores, and more than 25 percent selected “limited product mix” as a reason.
More than one-quarter of respondents who selected Other as an answer reported that there aren’t independent operations in their area, so they only have national chains or big-box stores as options.
Respondents also reported lack of product availability or poor inventory management as two reasons why they don’t prefer independent businesses. Additionally, being able to get paint and supplies delivered to their job sites is a service respondents say they don’t have access to from independent operators. Finally, about 2 percent of respondents say they are more likely to get referrals for additional work when they shop at national chains.
Top 4 Places Professionals Buy Their Paint and Sundries
1 National paint store chains
2 Independently owned paint stores
3 A
4 Big-box home centers
How You Can Bring Professionals to Your Business
If you have been wondering how to boost your professional customer base, this survey provides insights into those specific opportunities.
Pricing
More competitive pricing and offering special pricing for contractors emerged as top opportunities for independents to appeal to professionals. Independent retailers often need to challenge a high price image with DIY customers, and it’s apparent based on the results of this survey that the same may be true with professional shoppers.
Several respondents reported receiving special pricing from national paint chains, and those prices keep them loyal to those businesses. If you are interested in courting professionals’ business, offering to price-match national chains or creating pricing tiers for professional customers could improve your price image.
If you can’t price-match on paint, consider which products or categories you may be able to lower your margins on for professional customers, especially if they buy in bulk. Create sundries and accessories packages for professionals who buy a certain volume or dollar amount of paint.
Why Professionals Shop Where They Do
Service and Convenience
In addition to offering price-matching as a service, there are other ways to improve service and make your operation a convenient place for professionals to shop.
Some professionals reported that they have strong relationships with their paint representatives and sales staff at national chains. They also reported that staff knowledge is an important component to choosing where they buy.
Investing in comprehensive staff training—from product and project knowledge to selling skills and general customer service—could improve your reputation with professionals. The Paint and Decorating Retailers Association offers training programs in these specific areas. See the article on Page 32 to learn how investing in training can improve team morale and your bottom line, and then visit pdra.org to find out how to access training for your staff.
Beyond wanting knowledgeable, customer-oriented staff, professionals also reported job-site delivery as a key way for independents to improve their service image. Also consider how easy it is to order products from your business and how quickly they are available. Do professionals have to pick up the phone or come to the store to place large orders or do you have a mobile-friendly website that allows for easy order placement? How long does it take for orders to come in and do you offer free delivery to work sites? Improving logistics in these areas is key to attracting professionals to your operation.
Color is transformative. It inspires. It soothes. It excites. But, it’s not art until it’s had a proper shake and mix—that’s where we come in. The only way to ensure a proper paint job is to shake it up with the best—a Radia machine. Your customers deserve that.
From paint chip to “WOW” on the wall.
Brand Awareness
Nearly 10 percent of survey respondents reported that they don’t shop at independent paint operations because there aren’t any in their area. While some retailers may see this response as an opportunity to open new stores, that isn’t the answer in every community.
An alternative solution with a faster ROI is to focus on improving your brand awareness in your area. It’s important for you to understand your own market and the markets right beyond your trading area. Maybe professionals aren’t aware of your operation, so developing a general awareness marketing campaign can lead them to your store.
Start by advertising where professionals are likely to find you with a mix of traditional and modern marketing initiatives. Buy radio and television ad spots, advertise in local real estate publications and put flyers in local circulars. For nontraditional options, work with your vendors to host a contractor event featuring product demos and a giveaway. Publicize those events on social media and send press releases to your local media.
Another way you can show off your brand in your community is to invest in a car wrap. Drive around to work sites to deliver product samples, coupons and lunch to introduce your company to professionals.
How You Can Improve Your Pro Customers’ Experience
How the Industry Is Evolving
To help cultivate relationships between independent retailers and professional painters and paint contractors, the trade associations that represent each group have formed an alliance. Paint & Decorating Retailer magazine talked to Steve Skodak, executive director of the Painting Contractors Association, and LeAnn Day, CEO of the Paint and Decorating Retailers Association, to learn more about what this alliance means for their members and the industry.
Paint & Decorating Retailer (PDR): What is the goal of the partnership between your two organizations?
Steve Skodak (SS): We serve an ever-growing and changing industry. As we work to improve the level of professionalism and raise the quality of work to separate the professional painter from the amateur and hobbyist, we owe it to the industry to make the best use of our limited resources. A partnership between the PCA and the PDRA helps fill some critical gaps in educational opportunities and coordinates resources for both the retailer and contractor.
LeAnn Day (LD): We are always looking for opportunities to connect retailers and contractors. As the PDRA strengthens its relationship with the PCA, we will be the models for our members to strengthen relationships within their own communities.
PDR: Why is it important for contractors and retailers to work together?
SS: We want the retailer to better understand the needs of contractors and for contractors to be aware of the vital services that are available from their retail partners. The goal is to sell and apply more gallons each year in the highest quality manner possible. Retailers and contractors working together helps improve sales as well as quality of jobs being sold.
LD: The strength of our two groups can continue to push the relevance of independents in the paint industry, whether it starts with an independent retailer or a contractor.
PDR: What kind of support do contractors need from retailers?
SS: Contractors increasingly desire less time in the store and more time on the work site. Time in the store or running for supplies and products eats into the limited crew time they have on the job. Retailers can provide a vital logistics link for the contractor while also providing information on the right product for an application.
PDR: What support do retailers need from contractors?
LD: Our partnership is about creating a mutually beneficial relationship between professionals built on trust and the long-term goal of delivering for the end user, every time. Independent paint retailers are committed to ensuring that contractors’ needs are met with trusted advice, unmatched technical expertise, expert color consulting, proven products, training and real value. All of these components allow contractors to deliver for their clients. Simply put, the contractor’s business is the independent retailer’s business, and there is no resource better suited to partner with a contractor than an independent retailer who is locally available to support the contractor in a way that no big-box store can.
It’s a two-way street, though. Contractors often tell us they want to protect their markets from unskilled or ill-equipped participants who give the trade a bad name or don’t compete on an even playing field. And we often hear that quotes that have taken a lot of time and expertise to prepare are shared with a competitor to get the lowest bid. Retailers face the same challenges. The only way the industry as a whole can grow is through mutual support and respect.
PDR: What kinds of opportunities for your respective members do you see developing out of this partnership?
SS: We have already had collaborative strategy sessions with both boards of directors. Getting decision-makers together to better educate one another on the challenges we face only strengthens our industry.
We also envision member collaboration on training as the PCA introduces the Trade Best Practices onboarding series as well as federally registered apprenticeship programs. Partnering the contractor and retailer to improve and coordinate on training opportunities is good for everyone involved.
Working together, our members’ volunteer efforts will become more effective and efficient at the local level while improving the overall professionalism of the industry.
LD: There are four primary goals that we see as a mutual improvement through our partnership.
First, we can help create more competitive local landscapes for retailers and contractors. There will be more local collaboration between retailers, contractors, manufacturer representatives and consumers,
which lead to more local word-of-mouth recommendations in all directions.
Next, better availability of high-quality and highly requested products will come into the areas where these collaborations exist, which will favor the third goal, more competitive pricing. And finally, enhancing brand awareness and marketing to consumers to continue building sales opportunities.
Association Leadership
Steve Skodak steve@pdca.org
LeAnn Day leann@pdra.org
By Jerry Rabushka
Showing Off Sponges
Are your rags gathering up dust, but still in the package? Are you struggling to squeeze another drop out of your sponge display? Are your dropcloth sales dropping?
An eye-catching, well-placed presentation coupled with the knowledge to send customers to work with the right product can keep them coming to you for more.
How to Increase Cleaning Tool Sales With Best-in-Class Merchandising
A strong display and knowledgeable staff who can explain what can be crucial differences in products can be difference between a sale and a miss.
On the following pages, learn from some of the leading manufacturers in the cleaning tools category to discover how you can merchandise cleaning and preparation products to boost sales and invite impulse shoppers to add a few extra supplies to their purchase.
Some consumers may not think the rag they
explain the difference—and the value—between a
Go for the Soft Sell
According to company president and CEO John Armaly, Armaly Brands is the leading supplier of polyester sponges in North and South America. The company didn’t earn its position by recommending retailers display sponges in a bin behind the white lead primer. Armaly has many suggestions to help you give natural and synthetic sponges the recognition they deserve.
“Our Armaly ProPlus® brand offers retailers ‘America’s Best Soft Tools’ with a multisolution floor display known as the Boat,” Armaly says. “This display provides efficient space optimization for stores that have limited or nondedicated retail shelf space for soft tools.”
Armaly recommends floating the Boat near your paint and painting tools segment, or you can dock it at the checkout counter to inspire impulse sales. Since natural sponges often serve as paint applicators, stocking them near the brushes and rollers reminds customers about some alternative options to traditional applicators.
When it comes to rags, it’s good etiquette to let people see and feel one before they buy it, says Benny Cato, national sales manager at Trimaco.
“We offer a clear bag as a packaging option in addition to boxes for some of our wipers, as some
customers prefer to see the actual wiper before they open the packaging,” he says.
The bag lets customers see the quality and consistency of the product, which can encourage a purchase over competitive rags by showing them Trimaco’s advantages.
“Each wiper in a bag of Trimaco’s ProPerfect® Premium Painter’s Rags is made of premium material and cut to the same size every time. They are packed by count, rather than by weight,” says Cato.
Kamen Wiping Materials sales manager, Cecil Shuping, says dump bins are a great merchandiser for rags.
“We have supplied dump bins and signage to retailers in the past and found that placing them on paint aisle endcaps works best,” he says.
In addition to dump bins and signage, attractive packaging that explains features and benefits can offer customers another reason to add the product to their basket.
“We are proud of our packaging designs,” Shuping says. “It clearly tells the consumer what and how much is in the package. Our packaging makes a prominent statement on a shelf or floor display, enticing the customer to look more closely.”
use to prep or clean makes a difference. Training your staff to be able to
quality rag and others on the market will be reflected in your sales.
Photo courtesy of Trimaco
Naveen Goyal, president of California-based Galaxy Products, which makes the Paint Essentials brand of canvas and butyl-coated dropcloths, also goes the route of attractive packaging.
“We suggest that retailers display the dropcloths so weight, size and other details are clearly visible,” he says. “Our packaging has bright colors and is well designed with all the necessary details so customers are interested in trying them.”
Goyal provides retailers with sample swatches so customers can check product quality and feel the fabric before purchasing.
Knowing Wins the Battle
Armaly is a family business with a long tenure in the sponge business. The company started as a family affair, harvesting natural sea sponges in the Bahamas in 1908. Today, the company is the largest supplier of natural sea sponges in the world.
While Armaly has sourced natural products for more than a century, synthetic products are an important component of the company’s business model. Armaly is the largest supplier of polyester-based sponges in the U.S.
Having that kind of knowledge about a product and a company can help complete a sale. Explain to customers where the products originate and be sure
to ask how it’s going to be used to recommend the correct item for the task.
“No matter whether your customer is a professional contractor or DIYer, we have a simple merchandising strategy: Educate them by providing the right tool for the job while keeping it easily available for the two key needs of surface prep and finish and faux finishing,” Armaly says. “We want to educate and deliver the right soft tool for the job along with the best quality and performance.”
You can also educate your staff and customers online. Galaxy publishes important information about quality and types of dropcloths, on its website. Retailers have easy access to information about the company and its products, including how Galaxy dropcloths compare to competitors.
It’s Just Not the Same
Many customers assume a brush is a brush and a $10-per-gallon paint is the same as a $65-per-gallon paint, so some may think a rag is just a rag, especially if they have yet to use a top-notch wiper. But that’s often not the case, which is why companies like Trimaco invest money and brainpower into developing quality wipers. To combat that misconception, Trimaco recommends retailers try a hands-on approach.
4 Places to Cross-Merchandise Prep Tools
Cross-merchandising is a standard component of merchandising best practices, and there are nearly unlimited opportunities to place cleaning and prep tools in the store where they won’t seem out of place. Check out these recommendations for how you can boost add-on sales by cross-merchandising these versatile tools.
Endcaps
When it comes to cross-merchandising, endcaps provide abundant opportunity to show off your stock of related products. For example, if you’re running a sale on stains, incorporate the sponges, rags or dropcloths into a display to show customers what they need.
Complementary Departments
Consider the many possible uses of sponges, rags and dropcloths, and then put a selection in each area of your store that makes sense. Whether it’s a clipstrip of sponges in the cleaning products aisle or a counter display of dropcloths in the flooring department, you can find a corner for additional sales opportunities.
Impulse
When you’re restocking quick-grab items in the impulse department, like pocket tape measures, waterproof notebooks and plastic spray bottles, throw a few sponges into the mix. You can capture sales by suggesting items of convenience all in one place.
Checkout
Always be sure to keep your checkout counter stocked with last-minute necessities. Keep a basket of sponges, rags or dropcloths near the register or the mixing counter so customers are sure to grab a few extra for their project.
“It’s certainly worth having demo wipers available, especially when promoting the higher quality premium wipers,” Cato says. “Price tends to align with quality and consistency. When you are stocking premium wipers, you want to be able to show the customer why they are paying a little extra to make their jobs run smoothly.”
Other rags might be cheaper, but when time comes to wipe up a spill, stain a table or put it to one of its other hundred uses, a painter doesn’t want to fish through a bag hoping for something good enough and clean enough to do the job.
“You get what you pay for,” Cato says. “Typically, a retailer only needs one instance of embarrassment due to selling a customer a box of inexpensive rags that may include a variety of inconsistent and nonabsorbent material,” he says. “Once they go through that experience, they search for a more premium option to sell in the future.”
Armaly agrees; helping customers understand the realms of quality in a product—especially in a category where they might not realize there can be such a variance—can set you up as the expert. This means you can position these products as yet another means to distinguish yourself from your competition.
“In addition to the high quality of sponges we manufacture, our performance-based formulas provide a significant point of differentiation,” Armaly says. “Customers who are preparing to paint should be purchasing sponges to properly clean and prepare their projects.
The same goes for wallpaper application and general washing and rinsing. Armaly ProPlus sponges wash, wipe and rinse faster than other sponges, which provides a significant time savings.”
Making sure all the products in your store are displayed properly and you have signage and staff that can explain the best solutions are part of what turns a good store into an exceptional store.
Shuping at Kamen also stresses the importance of demoing a product. He says it’s important to make the product available for inspection.
“Rag size, absorption and quality of the material definitely varies among competitors. Kamen has always been known for its quality,” he says. “Anyone with a painting project needs rags. The question is do they need a usable, quality rag or rags that are merely the size of your hand and really not usable. Quality is worth the investment to get the job done.”
Packaging that allows customers to see the product before they buy highlights the quality of many cleaning and prep products. Merchandise these products so customers can clearly see the benefits and product information.
Photo courtesy of Galaxy Products
Photo courtesy of Trimaco
By Todd Taber
Train Your Team to Excel
Kick-Start Your Training Program With Your Association’s Resources
In all industries, businesses excel when they invest in progressive training for employees at all levels.
Gone are the days of time-consuming, tedious training exercises that often did more to slow a business and its employees than advance it. The best modern training resources understand that business owners—especially independent retailers—have little time to lose and need their team ready to provide up-to-date, relevant product information to customers at a moment’s notice.
Midyear is the perfect time to introduce a new training program and develop a workplace culture that rewards curiosity to learn and a drive to satisfy customers.
On the following pages, Nick Shave, managing director for Shaves Paint + Decor in South Africa, tells the training success story that proves retailers around the world can benefit from employee-focused training initiatives like the training tools that are available through the Paint and Decorating Retailers Association.
Plus, discover the top signs your business needs to review its training policies and learn the direct business benefits of training. Finally, take a look at just some of the training resources the PDRA offers to help you excel and push your business to new heights through the second half of the year.
Success in South Africa
No matter where you and your business call home, training can make a positive impact in your operation and your team’s retail skills.
That sentiment is especially true for the staff who work at Shaves Paint + Decor, an independent family-run business with seven locations in South Africa.
Siyanda Gasa, assistant branch manager at the Pinetown location of Shaves Paint + Decor, helps lead his team members based on training through the Paint and Decorating Retailers Association.
Located on the east coast of the country and home to nearly 3.8 million people, Durban is one of the most populous urban areas in South Africa.
Shaves Paint + Decor has seven locations and serves an eclectic mix of residential, commercial and industrial painters with a vast inventory of products.
The company has 100 years of experience in the South African paint industry, but even after decades of industry prowess, the management team knew investing in training for its 150 employees could only strengthen the already talented and resourceful staff.
After serving within the company for 27 years, Shave says he has seen the benefits of truly investing time and resources into industry-specific training manifest in his team.
“For your business to become sustainable, you need to invest in your employees,” Shave says. “Gaining and retaining knowledge is key for your employees to carry out their jobs successfully.”
Making Training a Priority
Shave says Shaves Paint + Decor prides itself on its color-matching services. Because of that focus on specialized service, the business was no stranger to intensive training programs, but recently, the company’s directors noticed a training gap emerging between managers and sales associates.
To solve that issue, Shave downloaded the PDRA’s Train the Trainer Guide, an information-rich tool that empowers associates to become retail leaders. The guide includes the information necessary to plan, implement and measure successful training programs that deliver industry-relevant lessons to employees.
“The reason we decided to use the PDRA’s training programs was to remain relevant and to ensure our training is up to international standards,” Shave says.
Shave says employees responded positively to the training resources and he is excited to recognize that all of the employees’ skills have improved with the help of the PDRA programs.
Managing director Nick Shave says Shaves Paint + Decor uses training resources from the PDRA to motivate and educate its staff of 150 workers.
“The training program was a fresh perspective for us while remaining true to the information we use each day in our business,” he says. “We use product data sheets and guidelines and incorporate them into our training programs, but we keep it fun so employees can gain knowledge easily.”
‘A Different Approach’
Shave says one of the main advantages of choosing PDRA training resources was that the association offered modern approaches to training and product knowledge.
“Specialized knowledge and improved customer service form the essential components of a successful retail operation. Failure to train means you will fail your customers.”
—Nick Shave, Shaves Paint + Decor
“The PDRA resources were a different approach compared to our outdated training courses,” he says. “We’re looking forward to using this information in all our training methods going forward.”
Most importantly, Shave says the training resources fit into Shaves Paint + Decor’s time-tested mission statement.
“In order to remain a relevant business, it’s essential for our staff to have accurate knowledge that will enable the entire team to give our customers the best service,” he says. “One of our company’s core values is ‘Always Learning and Growing.’ This concept is incredibly important when you’re working in a competitive retail environment.”
Shave says he understands that some independent operators may be hesitant to seek out new training resources, worrying about the cost or the time investment it will take to implement the programs. But he says choosing to not train employees or to not update existing training programs can be a costly mistake.
“For your business to become sustainable, you need to invest in your employees. Allowing them to gain and retain knowledge is key for motivating employees,” Shave says. “Customers see that value. Specialized knowledge and improved customer service form the essential components of a successful retail operation. Failure to train means you will fail your customers.”
Finding the Right Fit
The PDRA offers many training resources that can empower your staff with up-to-date skills and product knowledge. Learn a little more about the various training programs available to PDRA members by reviewing the options here. Remember, there are many more training resources available to members. Contact Tina Sullivan at tina@pdra.org or 800-737-0107 to learn more about the resources that help your team members attain new skills and knowledge and will improve your operation.
Paint Basic Training
This great introductory course is geared toward employees who may be new to the independent paint industry. This resource provides an overview of different paints and coatings and how to recommend their advantages and applications to customers.
Train the Trainer
This course can provide associates with the tools they need to advance to higher leadership roles within your company. It guides users through the process of creating and implementing a custom training program for your business.
Training is a top priority for all staff at Shaves Paint + Decor including sales representative Zweli Biyela.
Trainer’s Toolbox
After an associate completes the Train the Trainer course, they can take advantage of the series of quick lessons in the Trainer’s Toolbox. These lessons motivate staff, boost sales and ensure operations run smoothly. Current lessons include information on the latest paint trends, which can help associates inspire customers to think big with their projects.
Three Pennies of Profit
For associates new to manager positions, Three Pennies of Profit is the perfect foundation to build their confidence and skills. This resource is a video, enabling managers to quickly break down new retail lessons to use on the salesfloor immediately.
Coatings
This course provides a deep dive into special coatings. It familiarizes associates with the many types of paint and coatings available for customers. The PDRA team recommends using this program in addition to the Paint Basic Training course to prepare employees to handle commercial and industrial customer questions knowledgeably.
How to Know It’s Time to Train
Business owners should be on the lookout for a few tell-tale signs that it’s time to implement custom training programs at their operation.
Dwindling Sales
Take a look at your financial results over the past five years. If you notice sales dipping from year to year, it could be a sign that your employee training program isn’t effective.
Customer Complaints
If a customer takes the time to contact you regarding a problem they encountered at your store or with an employee, it’s time to rethink your training strategy to ensure it’s serving you, your employees and your customers.
Increased Competition
If you learn a new paint and decorating center or big-box chain is opening in your vicinity, you can give your business the competitive edge by instituting the PDRA’s suite of retail-focused training programs.
For a deeper look at the training programs and other benefits of PDRA membership, visit pdra.org/membership , or contact Tina Sullivan at tina@pdra.org or by phone at 800-737-0107.
Top 5 Benefits of Employee Training
There are countless ways training can improve your retail operation, but for retailers who are still on the fence about implementing a new training program at their business, take a look at five key benefits employee training provides independent paint and decorating centers.
1
Increased Product Knowledge
With greater product knowledge, your employees can answer customers’ questions quickly and accurately. Best of all, they may be able to recommend additional products to help customers achieve the paint results they want while increasing the customer’s overall transaction size.
Less Turnover
2
3
Well-trained employees understand their management staff values their contributions and are able to take root in an operation and grow with it. A study from leadership development firm Zenger Folkman shows that businesses with training programs can reduce employee turnover by as much as 50 percent.
Better Customer Interactions
With innovative training solutions, employees feel empowered to represent your business proudly in every exchange with a customer. Training gives them an informed, customer-focused foundation to draw upon as they guide customers through residential, commercial and industrial paint projects.
Less Supervision
4
5
Employees who are fortified with knowledge imparted by training require less supervision. They’ve already been exposed to the expectations of a highly successful retail establishment and know what it takes to close sales, support their teammates and bolster their business’s success.
Greater Morale
Data from Zenger Folkman shows that introducing training programs into your business can increase team unity and morale. In fact, employees who received training were on average 10 times as engaged in the business as counterparts who had not received training.
By Melanie Moul
Bringing People In
Using Content Marketing to Grow Your Customer Count
It’s easy to become overwhelmed by the options you have to market your business. While traditional media is still relevant and social media has many free or low-cost options, if you’re looking to grow your operation, it’s important to develop a comprehensive plan that utilizes many strategies.
One solution is to utilize content marketing. This common marketing strategy allows you to use content—for example, your company’s history, current color and design trends or business promotions—through various types of media.
Once you develop compelling, relevant content, you can repurpose it across many different platforms to increase your operation’s reach, ensure your message is consistent and draw more customers to your business.
In this article, read about how Wallauer’s Paint & Design in New York uses content marketing as part of its strategy and how you can scale their process to your own operation. Then, find out more about the program available through the Paint and Decorating Retailers Association that can help you easily leverage content marketing.
Kim Scappaticci (left) is the design director for Wallauer’s, a family-owned retail paint operation with 17 stores in New York. She also manages the company’s marketing initiatives.
Content Marketing: A Case Study
Company: Wallauer’s Paint & Design
Location: 17 stores in New York
Resources: Social media, Google business page, newsletters, pay-per-click campaigns, business review websites, text campaigns, PDRA content marketing program
Strategy: Utilizing content marketing to provide consistent, quality information that customers find useful and interesting
How It Works
Wallauer’s collects customer information through several forms on its website, including one that includes an offer for a free sample pint of paint. With that data on file, they have built up their e-newsletter subscriber list and their text messaging list, through which they send out regular promotions to drive in-store traffic.
Wallauer’s delivers quarterly e-newsletters that include updates on trends and promotions, and they also send subscribers monthly updates on promotions.
The company also uses that same trend and promotional content on its blog, social media, its Google business page and other online spaces.
Kim Scappaticci, design director for Wallauer’s, uses content that is delivered through the PDRA content marketing program. Scappaticci says using the program helps take the guesswork out of creating content and gives her weeks’ worth of marketing collateral.
“The program provides us with interesting articles that are trendy and that are product and information-based,” she says. “We use the articles in our e-newsletters, and we post them on our blog. This process saves me time and energy trying to come up with new ideas and relevant content for our customers.”
Scappaticci says customers are most interested in content about color, design, window treatments and trends, and those topics are regularly captured in the content through the PDRA content marketing program.
Where Should You Start
You need an online presence. Traditional advertising channels are valuable, but when it comes to discovering trends and design ideas, consumers increasingly go online first. If you want to be a resource for those customers, put your company name where they will be searching. You may have a website and be active on Facebook, but here are a few other online options that will help bring customers to your business.
• Pinterest. This social media site allows you to show customers that you are on top of design trends. Start boards about color, trending designs and other decor ideas that may inspire DIYers to ask for your expert opinion.
• Houzz. This website connects consumers to professional consultants, such as interior designers, contractors and other design and construction professionals. Create a profile and connect with other professionals in your area to up your chances of a word-of-mouth referral.
• Google My Business Page. When consumers search for “paint store near me,” Google My Business can help elevate how your business shows up in their results. Claim your business on this page, add operating hours, a link to your website and include content about your expertise to make you their top choice.
Once your online presence is established and your content is posted, collecting and using data can be a hurdle for many retailers. Start by working with your website developer to create a form for customers to submit their information. Be sure to include a checkbox for them to agree to receive news, promotions and communications. Check with your attorney on the laws regarding email communications to be sure you’re in compliance.
The PDRA Content Marketing Program
You don’t need to worry about writing content that will resonate with your customers. For only $100 per month, the PDRA provides five articles and five accompanying images about trends in the industry for you to use in all of your digital marketing initiatives, including social media, blogs and e-newsletters.
In addition to receiving the trends articles and images, you also have access to a consultant who can help you implement the program at no additional charge.
You will also receive access to a predesigned newsletter template, which makes using the content and images as simple as dropping in the pieces and hitting send.
To learn more about the program and to sign up, visit pdra.org/marketing-program or call 800-737-0107.
By Jerry Rabushka
The Future Is Golden
Golden Paintworks Puts
Retailers on the Cutting Edge of Faux Finishes
When Sam Golden founded Golden Artist Colors,
he’d already spent 30 years in the business serving famous customers like Jackson Pollock, Helen Frankenthaler and Jack Levine.
He’d already developed the first acrylic paint for artists. In fact, he’d already retired. After three decades as a partner in his family business Bocour Artist Colors, Golden answered the call at age 67 to strike out on his own.
In the summer of 1980, Golden Artist Colors set up shop in a 900-square-foot renovated barn at Golden’s home in New Berlin, New York. It was mainly a family operation, posting the simple mission of “making tools for artists.”
After a few tough initial years, business ticked upward, and the barn saw the addition of a factory to meet increased demand. The factory grew, the customer base grew, and the original lines of Heavy Body and Iridescent Acrylics were supplemented with fluid, matte and interference acrylics.
The company went on to receive awards and national recognition; Sam’s son Mark Golden was named the 1996 Small Business Person of the Year by the U.S. Small Business Administration. Shortly after,
the company was featured as a successful small business on NBC Nightly News. In 1997, the old barn was replaced with a 31,000-square-foot factory, but it was also the year Sam died, leaving behind his half-century legacy of creating quality paints.
Today, Golden Artist Colors is majority-owned by its employees, who have a threefold mission of great products and great service provided by great people. Since the employees have a stake in the outcome, they all work to contribute to the company’s success. Their role in taking care of customers often involves a personal touch such as producing handpainted color charts, providing friendly service, offering technical support or ensuring that labels are applied correctly.
Golden maintains a culture of individual excellence and community involvement. It sponsors Paint Day, during which the people who make the products get to use them, and Kids Day where kids visit their parents at work and get to use the product. The Seconds Program offers paint that does not meet the company’s highest standards at little or no cost to employees, local artists, and nonprofit organizations.
New People, New Branding
Golden Artist Colors isn’t satisfied to rest on its successes of the 1990s. As has been said many times over, the paint business is a people business, and personnel is often as important as product.
Last year, the company hired industry veteran Jim Rogers as director of Paintworks Branded Products. Rogers brings 40 years of experience and expertise in faux and decorative painting from his work developing and marketing the well-known Modern Masters line.
Just like Sam Golden, Rogers is starting a new journey as the capstone to a long successful career. He’s relishing the opportunity and looking forward to helping the company make the most of a product line he strongly believes in. The goal from here, he says, is to give Golden Paintworks more visibility, both in store and online, and demonstrate to painters and artisans how to make the most of its many possibilities.
Rogers adds his passion for faux finishing to that of the current staff, and together they’re ready to create the means for fabulous finishes and to help retailers encourage their customers to use those products in their homes. Faux trends come and go, and it takes a watchful eye to understand, manage and create those trends—that’s where you come in. Rogers says the past few years haven’t seen faux and decorative concepts grabbing the spotlight they deserve, so the timing is perfect for an enterprising retailer to partner with Golden and bring that magic to the front of the store.
“Golden Paintworks is focused on rethinking and rekindling the specialty decorative coatings segment of the industry,” says Rogers. “Passion for this segment is vital to create a connection between the user and the retailer. That same passion inspires us to produce quality products, but more than that, it drives us to engage with and enhance the experience for retailers and their customers.”
Rogers led a rebranding of the company’s faux and decorative product lines, Lifestyles and Golden Pro-Finishes, under the singular brand, Golden Paintworks. This includes new packaging to help retailers and consumers better identify the products, which will help customers better understand how the products work together and connect to the Golden brand.
The company’s segmented product line makes it easy for retailers to become involved in the end of the application spectrum, metallic paints or the trowel-applied texture products, Rogers says. Color happens at point of purchase.
“Our products are all tinted in-store, uniquely, without giving up on application properties,” he says. “This process lowers retailers’ inventory and SKU counts without removing options for the user.”
Growing Golden
A newly focused online presence will bring in new customers who shop online first. Rogers notes how the ability to reach people on social media represents a huge change over when he started his marketing career some years back.
The company uses Facebook, Instagram and Pinterest to promote its products and inspirational finishes. It also supports retailer efforts by creating location-based social media ads, which puts information about where products can be purchased right in front of consumers.
“Keeping our sales, point-of-purchase and online messaging fresh, easy to comprehend and consistent will help retailers understand what they have and why their customers should use our products,” Rogers says. “Now is a great time for retailers to switch their decorative product offerings to a focused, dedicated supplier like Golden Paintworks.”
Top: Sam Golden (right) founded Golden Artist Colors, and his son Mark helped grow it into the nationally revered brand that is still growing today. Bottom: The company started in a barn on the Golden family property.
Fresh Coat
Be More Than a Face in the Crowd
According to social media management company Hootsuite, more than 68 percent of U.S. citizens have a Facebook account, making it the largest social platform in the country. For paint retailers, incorporating Facebook into your marketing plans can be a powerful way to raise engagement and add new customers.
One of the most direct ways you can use Facebook to promote your business is through Facebook ads, which appear in users’ newsfeeds and resemble regular posts. Here are three quick tips to show you how Facebook ads can boost your operation’s status in the community and even increase your foot traffic.
Name Your Objective
Here are a few suggestions on where to start using one of Facebook’s 11 different marketing objectives.
ACME Paint
Localtown, Minnesota
How would you like to grow your business?
Boost a Post
Promote Your Send Message Button
Promote Your Page
Promote Your Business Locally
Get More
Website Visitors
Get More Leads
• Raising brand awareness. Running a general awareness campaign will help potential customers associate your business with their specific decor needs.
• Driving online traffic. If you recently launched a website or e-commerce store, Facebook makes it easy to get clicks and views.
• Boosting in-store traffic. Running a seasonal promotion or sale on Facebook in addition to traditional advertising can increase your reach.
Choose Your Style
Facebook ads have several distinct display types, which allows you to customer your ads to achieve your marketing goals.
• Photo ads. These simple ads include a rectangular image and about three lines of text, which quickly presents an idea without overwhelming viewers.
• Carousel ads. Several images grouped together are great for highlighting multiple products at once.
• Video. Create a video ad to show your team in motion.
Find Your Audience
Facebook gives advertisers many demographics options to help ensure their ads are seen by people who likely to take action.
• Location-based data. Gear your ads toward certain personal demographics, such as gender, age and language.
Are You Subscribed?
Stay Connected With the PDRA Monthly Newsletter
Staying in tune to the industry is crucial, but it can be difficult for busy retailers to keep tabs on news from multiple sources. The Paint and Decorating Retailers Association delivers everything you need in one place in its monthly e-newsletter.
“We want to keep our members engaged in the industry and in the association, and the e-newsletter is one of our most effective tools to achieve that,” says PDRA CEO LeAnn Day. “Retailers who subscribe will enhance their connection to the industry so they don’t need to spend time seeking out information on their own.”
Each newsletter includes updates on industry events, trends, business resources and association news. The comprehensive email is sent once a month so you get all the information you need in one place without overcrowding your inbox.
In addition to the newsletter, you’ll also be notified when the digital edition of Paint & Decorating Retailer is available online.
Visit pdra.org/newsletter to sign up to receive the next edition of The PDRA Newsletter. If you have any questions, contact PDRA Member Services at info@pdra.org or 800-737-0107.
Industry Calendar
Simplify Operations With PDRA Business Services Partners
Small business operators are responsible for many segments of their companies, and sometimes they’re learning on the job.
With help from the PDRA and its many Business Services partners, you can breathe a little easier and save time and money.
PDRA members have access to discounts with various service providers, including payroll processing, job posting services, email marketing and website design and development. See the overview of the Business Services partners you can work with thanks to your PDRA membership here.
Learn more at pdra.org/business-services or call 800-737-0107 to get started with the programs that make sense for your business.
Nexgen Partner Strategies
PDRA members receive special pricing on payroll solutions, financing options and more.
Spectrio Phone Messaging Systems
Access custom audio services, including hold messages, public space music, digital signs and video casts.
Business Systems & Incentives Custom-Mix Paint Labels
Get custom-mix paint labels, return policy labels, carbonless forms, color-matching labels and more.
Workforce Synergies Applicant Screening
Evaluate job applicants for integrity, reliability and work ethic. Tests can be taken from any computer in several languages.
Custom Benefits Insurance Group
Find competitive rates on health insurance and retirement benefit programs.
Constant Contact Email Marketing
Create effective email marketing and other online marketing campaigns to meet your business goals.
Help prepare for the future with retirement and estate planning strategies as well as one-on-one business consulting, business valuations and succession planning.
Heartland Payroll Processing Solutions
Balance your business’s time and attendance, human resources administration, tax reporting and more in one online integrated suite.
Markus Design Works Website Design & Development
Easily manage your website’s content and have an engaging website on any platform or device.
SEPTEMBER 7-8
PACOA Fall Dealer Market Fitzgerald Gymnasium, Queens College Flushing, New York pacoa.com/events
SEPTEMBER 19-21
Bostwick-Braun 2019
Fall Dealer Market Seagate Convention Centre Toledo, Ohio bostwick-braun.com
SEPTEMBER 30 - OCTOBER 1
Woodsmith Fall Workshop 2019 Living History Farms Urbandale, Iowa woodsmith.com/workshop
NOVEMBER 6-8
Home Improvement eRetailer Summit Kimpton Hotel Monaco Chicago Chicago eretailersummit.com
NOVEMBER 26-27
The National Paint and Decorating Show Ricoh Arena Coventry, England paintshow.co.uk
FEBRUARY 7-8
Lancaster Florida Buying Show Gaylord Palms Hotel & Resort Kissimmee, Florida lancasterco.com/events
FEBRUARY 19-21
2020 PDCA EXPO
Renaissance Phoenix Glendale Hotel & Spa Phoenix-Glendale, Arizona pdra.org/expo
If you would like your event included in this list, email Melanie Moul at mmoul@nrha.org with the date, location and a brief overview of your event.
Tell Us Your Stories
Have you been in business for several generations? Do you host a successful customer-focused event? What sales and customer service strategies have proven to be successful for you? Would you like to tell your story in Paint & Decorating Retailer magazine?
One of the best ways to gather new ideas and share success with other members of the independent channel is to be featured in the pages of Paint & Decorating Retailer magazine and read profiles featuring other retailers. We want to know what’s going on in your business and how you serve your community.
If want your business to be considered for a profile in Paint & Decorating Retailer or would be interested in submitting a guest column about your business operations best practices, contact editor Melanie Moul at editor@pdra.org We look forward to hearing from you and learning more about your operation!
Hoover Paint, March 2019
Neumann Paint, March 2018
Texas Paint, June 2018
PDRA’s mission is simple.
We are here to help YOU become better, more profitable retailers! Join today and strengthen your team, your industry, and your association! Online Training for You & Your Team
As YOUR industry association, PDRA provides…
Marketing
And so much more!
“PDRA’s education and training courses provide employees with the information and confidence they need to succeed. The Compensation and Home Sweet Home Research Studies provided me with valuable information that I was able to apply to my business. Recently we started using the Content Marketing Program to support the communications we send out to local customers in the area. As the Paint Industry Association, PDRA supports all dealersTOGETHER WE ARE BETTER!”
Jay Donnelly | Flanagan Paint
Getting Involved
5 Ways You Can Create Something Powerful Through Strong Relationships Guest Column COMMUNICATION
Ask someone how they are doing these days and the biggest reply is, “I am so busy.” We are all so busy just living life and trying to keep up. There is one activity I strongly recommend slowing down for: building stronger relationships.
If you follow me, you have heard me say this before: I am a big believer in spending time with a person, getting involved and truly understanding what is going on in their life.
Building relationships is essential in both our personal and professional lives. We are not here just to receive and consume. We are here to give and contribute, too. This idea is based on the fact that many of our life values are what we use as our platform. Our platform guides everything we do, including how we operate our businesses. Who you are to customers, colleagues and business associates matters.
Unfortunately, there will always be a customer who might not be happy with you, or a colleague who doesn’t necessarily like you. Ultimately, there should never be a question of what your values are, what you stand for and what your integrity represents. In many instances, customers and colleagues who hold those same values dear essentially become life-long relationships.
Once you have built a relationship, do not stop there. Relationships are always evolving, and building stronger relationships takes time and work.
Read my top five approaches to building stronger relationships here and apply these strategies to your own life.
1. Be authentic. “It’s about being consistent in word and deed, having the same fundamental character in different roles and being comfortable with your past,” writes author Gareth Jones. Are you thoughtful about your words and actions? Do your actions support your words? Do you value yourself and others?
2. Be interested. Take genuine interest in your staff and your customers. Let your actions show you are interested and you are listening. Ask questions and follow up.
3. Be patient. It takes time to build a relationship; unfortunately, time is precious, and very few of us want to give it up. Patience takes tolerance, restraint and endurance, which all lead to emotional intelligence which is a very powerful characteristic to develop.
4. Be kind. Kindness goes a long way and has numerous benefits. Showing universal kindness is truly a sign of strength. It takes an enormous amount of discipline to achieve an act of kindness all the time. For example, do you provide referrals when you do not have a product or offer a service?
5. Be reciprocal. Relationships are a two-way street. Each party needs to feel that the relationship is equitable. The law of reciprocity is based on the fact that people want to help people that have helped them. Who have you helped lately? What are your expectations from the other party?
All of these approaches will help you build stronger relationships personally and professionally. While our time is limited, it is valuable to slow down and focus. In business and our personal lives, relationships are priceless.
Sonya Ruff Jarvis
is the managing member of Jarvis Consultants and the founder of the eRetailer Summit and JC Event Group. Her latest book, “Mindful Minutes: A Marketer’s Journey Through Business,” is available now on Amazon. Follow her on Twitter @jarvisconsult or @eretailersummit.
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Since 2016, professional painters have discovered what makes PFC® the best paint and cleaning rag available on the market today.
Precision-Fiber® Cloth (PFC®) Paint & Cleaning Rags has now been recognized for its uniqueness and awarded a US Patent.
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Paint Parks Beautiful
In 2020, Iowa will celebrate the 100th anniversary of its state park system. In preparation for the centennial event, Diamond Vogel, in conjunction with Keep Iowa Beautiful, announced that its 2019 Paint Iowa Beautiful Program was expanded to include paint for the state’s 70 parks.
“The state has funding for park projects, but they’re not always focused on beautification,” says Doug Vogel, vice president of marketing for the 93-year-old, Iowa-based paint and finishes company. “We wanted to provide opportunities to spruce up before the big party.”
Vogel says the family-owned company was pleased to provide additional paint to enhance the state parks, just as it was happy to help launch Paint Iowa Beautiful in 2003 when Keep Iowa Beautiful first approached Diamond Vogel with the idea.
“The Paint Iowa Beautiful campaign focuses on smaller communities, and we’re in a small town, so it appealed to us,” says Vogel. “We love to do beautification projects with volunteers from the community. Not only does it
expose volunteers to good paint, but the grants also go to projects that are meaningful and visible to communities, like floor paint for a pool bathing room, house paint for a state park visitor center and stain for a shelter house.”
To participate in the program, community groups apply for grants for the improvements—for example, a county fair board might apply for a grant to paint their bandstands—and if chosen, the volunteers then work with local Diamond Vogel stores to get the best paint for the job. To date, the 16-year-old Paint Iowa Beautiful program has provided 10,488 gallons of paint for 887 public service projects.
“Paint is a miracle product; it can change the mood in a room, and it can change the mood in a neighborhood,” says Vogel. “If you fix up one thing, neighbors then decide to do it, too, and it becomes contagious in a town.”
Paint Iowa Beautiful works only with volunteers so as not to compete with contractors who make their living as painters.
“These projects would not get done without volunteers,” Vogel says.
from paint store to problem solver
The entire Benjamin Moore & Co. Family of Brands includes much more than interior and exterior paint. We offer coatings for virtually all surfaces, including metal, masonry, pools and parking lots.
Talk to your Benjamin Moore® representative to learn about the products that will transform your paint store into the ultimate problem solver.
