In dependent January/February 2022
Ring's End
Celebrating 120 years serving the community they love
+
beautiful bahamas
Heading to the tropics for the allpro Spring Show
2 022 CO LO R T R E NDS
Hyping up the Color of the Year online and in-store
An ALLPRO® Publication
A F R E SH STA RT FOR ST R ATEGIE S
Reimagine your marketing plan with digital strategies for 2022
A L L PRO TA L KS
Regal Paint Center's Patrick Smith shares his history in the paint business and goals for the future of NextGen
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REGAL® SELECT
Trusted by professional and DIY painters for generations Interior • Exterior • Exterior High Build
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AT THE MIKE | FUTURE
@ A L L PROCOR P
A NEW YEAR In 2021, the performance of the ALLPRO group showed the industry the power of our model. ALLPRO finished 2021 with an increase of more than 25%, representing over $300,000,000 in additional purchases. Our results are far greater than the increases reported during the year by both the national chains and big box retailers.
MI CHAEL BEAUDOI N Executive Vice President ALLPRO Corporation
he historic challenges of 2021 became the catalyst for historic results achieved by ALLPRO during this past year.
S P O T L I G H T:
For decades the ALLPRO model of independently owned retailers partnering with strategically chosen supplier partners has been under attack by the other channels which serve the same customers. Many believe that our channel would not be able to thrive in an era of mass merchants and national paint chains with their larger footprint and greater resources. In many cases manufacturers have focused their attention on those other channels, chasing the overnight success which mass distribution can create. But a new generation of consumers, coming of age in the midst of a global pandemic, have shown favor for locally owned independent retailers. This shift in consumer behavior radically changes the decades-old perceptions of the place independent retailers serve in the market.
6 RING’S END Celebrating 120 years serving the community they love 10 ALLPRO TALKS Regal Paint Center's Patrick Smith shares his history in the paint business and goals for the future of NextGen
Beginning with the ALLPRO show in the spring of 2020 and continuing throughout the pandemic, ALLPRO has taken an aggressive posture towards tackling challenges while collaborating with our vendors and looking for opportunities to evolve and grow to meet the needs of the group. Over the course of that time, ALLPRO continued to add new members, open larger warehouses, procure new technologies, and increase our investments in existing resources to make the group even more valuable for all our stakeholders. The group’s goal: to outcompete the national chains and big box retailers and thrive in whatever the postpandemic world looks like! In an impassioned speech given at this past fall’s show, former ALLPRO board president and owner of JC Licht Elliot Greenberg said, “we are better than they are!” when comparing members to their competition. The financial results the group produced in 2021 support Elliot’s declaration.
12 NEW YEAR RESOLUTIONS FOR NEXTGEN ALLPRO members look to grow the group and provide events for personal and business development 16 TO THE TROPICS Setting our sights on the Spring Show in the beautiful Bahamas
The ALLPRO group represents talent and fortitude with an approach to business which has both dealers and their supplier partners positioned for continued success. Despite severe strains on their own businesses, our supplier partners have offered the group significant support since the onset of the pandemic and I remain confident in their continued successes with the group going forward. Undoubtedly, the road leading to the post-pandemic world will be uneven. Already the Omicron variant has had an impact on our efforts planning the Spring Show. But as we prepare for a new year, I look forward to working with our supplier partners and members to successfully face down new challenges as they present themselves. As we begin the new year, ALLPRO’s goals for 2022 are as follows:
• Leverage the distribution centers to compete at the highest level for limited products and deals • Evolve and enhance the ALLPRO 401(k) program and expand participation to suppliers allowing both members and supplier partners to offer a compensation plan comparable to those offered at larger businesses (Continued on page 5)
24 TRAVEL ESSENTIALS ALLPRO members weigh in on things to include in your suitcase 28 COLORS OF THE YEAR Hyping up the Color of the Year online and in-store
32 A FRESH START FOR STRATEGIES Reimagine your marketing plan with digital strategies for 2022 38 STEPPING INTO FLOORING Expand your product offerings with Shaw Floors
January/February 2022 | ALLPRO INDEPENDENT | 3
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INDEPENDENT | ON THE BLOCK
SHARE YOUR NEWS!
Congratulations to the new additions to our ALLPRO family!
If you are involved in a community event, special project, charity, or are celebrating a milestone, please share your news with Susie Fontana at susanne.fontana@allprocorp.com.
Welcome to our ALLPRO family! Please join us in welcoming FAIRFIELD PAINTS of Lancaster, OH to the ALLPRO family of independent retailers!
Congratulations to the following members on their recent expansions: CANPRO DECORATING PRODUCTS has added BURLINGTON PAINT NORTH in Burlington, ON; CATALINA PAINTS has added four new locations in Thousand Oaks, Simi Valley, Camarillo, and Glendale, CA; FLANAGAN PAINT & SUPPLY has addeed a new store in Saint Peters, MO; HELM PAINT & SUPPLY has added a
VOLUME 5 ISSUE 1
new store in New Orleans, LA; and TEXAS PAINT & WALLPAPER CO. has added a new store in Lewisville, TX.
ALLPRO Leadership board president Josh Johnson Executive Vice President Mike Beaudoin Vice President of Merchandising Scott Morath Chief Financial Officer Jonathan Garrett Marketing Coordinator Susie Fontana
About ALLPRO Independent We are a bimonthly publication dedicated to strengthening the ALLPRO community with relevant stories and news. Your suggestions, opinions, and feedback are encouraged.
How to Reach Us Write to us at ALLPRO Corporation 4946 Joanne Kearney Blvd., Tampa, FL 33619 Or contact us at 813.628.4800 or by email at allpro@allprocorp.com All publishing services provided by Gallon Creative www.galloncreative.com
(Continued from page 3)
• Expand membership to keep up with consolidation and continue the group’s progress • Expand the product offering to give members access to more categories of products • Grow the ALLPRO brand creating a national sundry brand exclusive to the group
• Continue to bring stakeholders together to allow members and supplier partners to build their networks via our bi-annual shows, ALLPRO U, and other summits which can be safely executed
Although we can expect that 2022 will be a year of challenges, I am excited to see what members and suppliers working together can achieve.
• Continue to invest internally in upgraded systems to enhance our operations and abilities to manage our continued expansion
January/February 2022 | ALLPRO INDEPENDENT | 5
6 | January/February 2022 | ALLPRO INDEPENDENT
SPOTLIGHT | RING'S END
ring's end ing’s End started as a single store operation in 1902, making coal deliveries mostly by horse. Over the years, they expanded slowly, adding lumber and paint as the market evolved. By the 1950s, Doug Campbell was heading up their accounting department, gradually learning the business from the organization’s original ownership. Ten years later, he became a part owner, eventually taking on full ownership in the subsequent years. Today, 120 years later, they are still family-owned and operated, but they are serving the community they love on a much bigger scale. According to Scott Herling, Doug Campbell’s grandson and director of operations and paint for Ring's End, Campbell truly believed in hard work and family, and everyone else fell behind that, setting the tone for the culture of a company that would grow beyond what Campbell ever imagined. Today, they have a total of 19 retail locations (11 full-service paint stores and eight lumber yards), two distribution centers, a dedicated installation team, and 500 employees. Underpinning this impressive operation are their core values of integrity, passion, accountability, pride, and community— with a stern emphasis on the latter.
Images: Britni Brown Photography
“If you have good people and they believe in your process, then it’s going to be consistent,” Herling shares, illustrating the importance of maintaining a standard of service amidst rapid expansion. “Your business is only as good as your weakest location. And your locations are only as good as the people and process you have in place,” he says, adding “and as a leader, you have to stay present.” But the centrality of people in good business extends beyond just their internal network. For Ring’s End, that’s meant leveraging the relationships built across the ALLPRO and Benjamin Moore communities. There’s an inherent strength in realizing you don’t have all the answers and relying on the vast resources available in this industry. We all have something to learn from one another’s experiences. In fact, Elliot Greenberg, the owner of JC Licht who is also featured in this issue, was Herling’s mentor in his early days with the company. “The information and knowledge you share [at ALLPRO shows] can drive real value and actionable insights that further your business,” he shares. Benjamin Moore is also a big part of the puzzle, working with the Ring’s End team to inform them of potential incoming supply chain issues and guiding their buying team through product assortments. Herling refers to them as “a real partner.”
January/February 2022 | ALLPRO INDEPENDENT | 7
"THE INFORMATION AND KNOWLEDGE YOU SHARE [AT ALLPRO SHOWS] CAN DRIVE REAL VALUE AND ACTIONABLE INSIGHTS THAT FURTHER YOUR BUSINESS."
About five years ago, Ring’s End set out to develop their ecommerce business, an initiative that didn’t come without growing pains. “We’ve rebuilt it four or five times since then,” acknowledges Herling. “We’re constantly evolving that part of the business because it’s always changing.” Unique to Ring’s End is the proportion of out-of-state shipping their ecommerce business generates, moving product across the US, with the notable exceptions of Alaska and Hawaii.
“That was somewhat complicated to figure out, but we’ve figured out a pretty good system,” Herling explains. Another aspect often overlooked by larger retailers is the in-network logistics of it all—ensuring invoice numbers are lining up and product is brought to the correct pickup location. “There are certainly challenges, but it’s become such an important added value to our business both for the pro customer and the retail customer. Especially over the last 18 months.”
8 | January/February 2022 | ALLPRO INDEPENDENT
Another way that Ring’s End worked to reach customers—and an increasingly younger network of contractors—is by pivoting their efforts toward content marketing. “I’m a big believer in video content,” Herling reveals. “We’ve been investing a lot in video. It’s super powerful for telling a story whether it’s highlighting a project or highlighting an employee.” Herling and his team have also developed a series of how-to videos, which was an idea born to solve the problem of quality control in their window installations. “Windows are often the most expansive thing put into your home. More often than not contractors are installing them not to warranty specification. We’re trying to help contractors to understand how easy it is to install them correctly to avoid issues and to make sure they are covered by warranty if there is an issue. When we did those, we realized we could probably do that with some other things. It helps the pro builder, but it’s also something that a homeowner can be referred to if they are wondering.”
Q:
fav o r i t e m ot i vat i o n a l q u ot e ?
"WALK SOFTLY, CARRY A BIG STICK" - TEDDY ROOSEVELT Q : F avor it e B en j amin Moor e pain t co lo r? A: Hale Navy. My wife isn't a fan of dark colors but I am. Q : F avor it e b ook ? A: I read a lot. My favorite book is probably Innovator’s Dilemma. It’s by a Harvard business school professor. It’s all about the innovation curve. I think it’s an important book for people to read. It might not seem relevant to the paint industry, but if you can get past the actual product they are talking about you can see that it’s actually applicable to a lot of things.
During the pandemic, Ring’s End learned to move with more agility, keeping their customer first approach central in every decision (Herling clarifies that the term customer refers to both internal customers – team members—and external customers). “The lesson learned is that we can get through situations like this, and I think honestly if you listen, learn and work through them as a team, you come out stronger.” Stronger indeed. Herling and the team at Ring’s End are looking forward to continued growth in the new year and beyond. “To get there is to continue to drive performance in our core footprint. We need to keep this business running smoothly, we need to keep generating capital. We want to grow 10% this year, and I believe in setting the same goal across the footprint and seeing how each manager can work toward that goal.” Congratulations on your milestone, Ring’s End! And if any of our readers are in the Connecticut, South County, Rhode Island, or Westchester County in 2022, look out for the Ring’s End branded craft beer cans, made in collaboration with a local brewery to commemorate their anniversary. Cheers!
January/February 2022 | ALLPRO INDEPENDENT | 9
DAILY MIX | ALLPRO TALKS
ALLPRO
TALKS With Patrick Smith, President, Regal Paint Centers Patrick Smith may be color blind, but that hasn’t stopped him from helping expand his family paint empire. Ever since he was a freshman in high school, Smith has been subconsciously preparing for his role as president of Regal Paint Centers. In addition to his day job, Smith is
Allp r o i n dependent : w h at wa s yo u r f i r s t j o b ?
Pa tr i ck S m it h : My first job was working in our paint stores. I was working in our Gaithersburg store on Saturdays when I was a freshman in high school. AI : W h at i nf l u e n c e d y o u t o wo r k i n t h e pai nt busi ne ss ? PS: I am the second generation. My dad and his business partner were painting contractors and bought a store in 1986. It used to be a company called Winslow’s, but the business was broken up and Benjamin Moore sold off a lot of the outlets to individual new store owners. We bought the location in Silver Spring - the store that my dad’s company had shopped at frequently. They felt like they had at least a proximity to the business and that it could be a decent opportunity for them. In about 1997, our neighbor down the road was looking to exit the business. After that, we started acquiring more stores. Instead of being a single paint store, it became a group of stores and we started to have some real opportunity for growth.
10 | January/February 2022 | ALLPRO INDEPENDENT
chair of ALLPRO’s NextGen committee, and a busy dad of soon-to-be two! We sat down to discuss his history in the paint business, goals for the future of NextGen, and how he spends his time when he’s not opening new paint stores.
AI: H ave you always wan t ed t o work in the pain t b u s in es s ? PS: I always had a suspicion that I would end up back here. I knew I really didn’t want to work in a formal office setting. I enjoyed the paint store environment and customer interactions. So yeah, I think part of me always knew I’d likely end up back here. AI: Regal Paint Centers are family owned and operated. Do you have advice when it comes to succession planning? PS: Succession planning can be tough. I’m still working through it myself. It can be a very tough conversation to have. It’s more than just selling a business, it’s a way of life. It’s almost like one of their kids - there can be a very emotional component to selling the business and fear that it won’t work out. Especially something that takes years and decades to cultivate. AI: Tell us about your involvement in NextGen. PS: It really started out as an opportunity for me to have more direct time with like-minded business owners or team members in their
own businesses. We get time during the ALLPRO show to do a lot of casual networking, but sometimes you don’t have as many longer windows of time to get into issues or strategies or opportunities. We get an opportunity to sit down and talk about it at our committee meetings or just through email communications. AI : H ow d o AL L P R O a n d N e x t Ge n s u p po rt eac h ot h e r? PS: Some of the things that the committee is tasked with doing is to prepare a strong network of people to transition into leadership roles within their own businesses, but also into committee heads or onto the board of directors for the ALLPRO group. The group is tasked with trying to get new and diverse personalities integrated into leadership positions as well. And provide any actionable guidance to ALLPRO that will be relevant as NextGen, with either education or tools that they may need to be able to ascend in their businesses. And then to have a very intentional effort to build an actual social network of the next generation people. One of our responsibilities now is to plan social functions to get people more quickly acclimated and network with like-minded dealers from across the group. AI : H ow h as i nvo lv e m e n t i n A LLP R O b e nefit ed R egal P ai nt C e n t e r s ? PS: I find that on a day to day, week to week, month to month basis, it can be very easy to get really siloed and stuck in your own business and really not know what other people are doing. And so, I find it immensely valuable. Being a member offers new opportunities to connect with other members across the country who are trying new things. We can talk about strategy and that can really help serve my own business. The networking and the learning opportunities in the group are immense. I also love the buying power of the ALLPRO group, but it’s still outpaced by the amount of knowledge and expertise and ideas that I glean from other members in the group.
AI: Wh at is you r favor it e ALLPR O pro duct? PS: Quick 2 Coat Caulk. AI: An y memor ab le an ecd ot es of past AL L PRO even t s t hat h ave b een a high ligh t fo r yo u? PS: I’ve been to almost every show. I’ve only skipped one since 2009 and that was when my son was born. They’re great opportunities to network and learn. AI: Wh at d o you like t o d o in you r free time? PS: I don’t have a lot of free time right now. I’ve got a second child on the way. Between work and running around with family, it’s pretty busy. AI: Wh at is you r favor it e pain t colo r? PS: I’m colorblind. AI: H ow d oes b ein g color b lin d impact you r j ob as a pain t r et ailer ? PS: When I was working the counter helping customers, I was very circumspect with the type of color advice I would give. I had a couple of canned responses, like darker colors really can become overwhelming over a larger space. I would really try to push the onus back on to the customer to make them feel like they needed to be driving the bus from a color choice perspective, but a lot of times it meant that I had to pass them on to my co-workers when I really got into a nuanced color discussion. Usually there’s plenty of other people to fill that void for me.
F ast as t F i v e :
T ALKS SK Po ol or b ea c h ? C oke or P e ps i ?
beach
co k e
Base b all o r f o o t b a l l ?
f o ot b a l l
E ar ly b i r d o r nig h t ow l ? C ou n tr y o r R o c k?
e a r ly b i r d
rock
January/February 2022 | ALLPRO INDEPENDENT | 11
INDEPENDENT | NEXTGEN
NEW YEAR RESOLUTIONS FOR Up-and-coming ALLPRO members look to grow the group and provide events for personal and business development.
hortly after NextGen was established, COVID-19 hit, immobilizing the world and changing the way companies do business and committees connect and grow. With the pandemic winding down, and people returning to routine, this network of up-and-coming ALLPRO members and key associates is considering what’s next. And that means reaching out and growing the group. “Some of our goals are to improve the networking of new members when they get into the group,” explains Patrick Smith, Chair of NextGen and President with Regal Paint Centers, adding that one of the gaps that the committee has found is the amount of time it takes for new ALLPRO members to develop a social or business network once they become members or start attending ALLPRO functions. “We’re going to start taking information from dealers and targeting new members. Instead of them having to meet people, we’re going to come to them instead.” Smith, along with fellow committee members Ash Clement of Clement’s Paint, TX; Rachel O’Connor of General Paints Group in Ireland; Sean Paul from Dugan’s Paint; and David Steuerman from PACOA are tasked with working together to build a strong support group that will help the next generation transition into ownership and leadership roles. In addition to developing and providing actionable information that ALLPRO can use to assist members in making the transition into future roles, NextGen helps ALLPRO’s succession plan. “The ALLPRO staff are looking to build out the health of the future of the channel and they know that the faster that we can develop younger talent that the healthier the independent channel and the ALLPRO group as a whole can be for the next generation moving forward.”
12 | January/February 2022 | ALLPRO INDEPENDENT
Speaking of young talent, Smith says NextGen committee members are smart, invested, and eager to share and learn. “They all come from largely different positions, so the breadth of business interests across the committee is really a mixture of a very well-rounded discussion. And I think that’s really helpful. There’s a diversity of opinion and expertise at the table.” Recent discussions have centered around succession planning, not only for how individual members move into new leadership roles, but how the committee can serve as a support group to other ALLPRO members. Support comes in the form of skills development opportunities and the highly lauded ALLPRO University. According to Smith, ALLPRO University is on hold, as COVID-19 has posed some difficulties from a planning perspective, however, the committee intends on hosting the event in 2023. In the meantime, Smith and his co-committee members are looking at other events and opportunities that will challenge and drive the group to re-examine their business models and leadership styles. “We are looking at the possibility of getting outside our own industry and possibly doing a site visit to some other rapidly growing business to understand how they tick and what’s important to them,” he details. “So, whether that’s (a company) like Zappos or Google, or a quickly expanding made-to-order cookie delivery business in Austin. It has nothing to do with paint, but we’re trying to give the members of the NextGen group an opportunity to see other ways to structure a business and what takeaways might be of value.” With NextGen having already navigated COVID-19 during its infancy, it’ll be exciting to see what the committee is able to accomplish without the limitations of a pandemic. As a collaborative, team-oriented, and forward-thinking group, it’s apparent that NextGen is on the verge of the next big phase of their development. “The world is really changing, and COVID-19 has accelerated a lot of things, whether it be in ecommerce or doing more work from home or in Zoom calls, flexible schedules,” Smith says. “Some of the things are not going to go away. I think that the more that we can learn and see different ways to run a business, we’ll be better able to adapt to a changing environment.”
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INDEPENDENT | SPRING SHOW
The Beautiful Bahamas For our highly anticipated Spring Show, we gather once again. This time, underneath the hot sun in the beautiful Bahamas. We can’t wait to congregate and celebrate all we’ve accomplished, congratulate one another on milestones missed, and collaborate for future successes. We can’t wait to see you all there!
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A Brief History he Bahamas was first discovered in 1492 by Christopher Columbus and co., immediately recognizing the potential of this tropical location’s appeal. During the 18th century, the Bahamas became a hot spot for pirates, including the infamous Blackbeard. In 1718, sometime after it was unofficially adorned the “Pirate’s Republic,” Britain made the Bahamas a crown colony to ward off the transient groups and put a stop to their illegal activities. It wasn’t until 1972 that the Bahamas gained independence, giving its 16 islands a fresh start and the opportunity to capitalize on its remarkable topography. In 1994, one of these islands, Paradise Island, was in a state of erosion. Tourism, the region’s largest economic contributor, was on
the decline, and developer Sol Kerzner saw an opportunity to restore the island’s natural beauty and create a sprawling playground to entice visitors. For four years, Kerzner worked to bring his vision for Atlantis to life, infusing every detail with a mythic appeal commensurate to the island’s rich history and innate allure. For subsequent decades, Kezner continued to expand the scope of his project, most recently with a $1 billion renovation that features the addition of a nightclub, a dolphin habitat, and more. We’re lucky enough to be calling Kerzner’s Atlantis, Paradise Island home for the duration of our stay in the Bahamas, and we couldn’t be more excited for you to experience the plethora of amenities offered, in addition to the island’s breathtaking landscape.
January/February 2022 | ALLPRO INDEPENDENT | 17
pa ra d i s e is land
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1. Dolphin Cay | 2. Atlantis Casino | 3. Aura Nightclub | 4. Ocean Club Golf Course | 5. Mandara Spa | 6. Paint Fair Ltd. 7. Versailles Gardens & French Cloister | 8. Marina Village | 9. Atlantis Theatre | 10. Rose Island
Bahamas… one time in January 1977.
w?? ow no kkn
Did y ou 1. It has snowed in the
2. The world’s second deepest blue hole is here on Long Island with a drop of 660 feet.
3. The Bahamas ranks 5th in countries with the lowest highest point at just over 200 feet.
4. Technically the islands are not part of the Caribbean and were not formed through volcanic process.
Explore Atlantis With an average temperature of 82 degrees Fahrenheit and more than five miles of white sand beaches to stroll along, it’s easy to think that all you need is a bathing suit to enjoy your stay. But Atlantis goes above and beyond in ensuring their guests get the full Bahamian experience. With culinary options that range from fine dining to snack shacks, there’s always an answer to your cravings. The Atlantis resort boasts 21 restaurants and 19 bars and lounges, all of which have been carefully curated by the hotel’s experts. As one of the world’s largest and most robust marine-mammal habitats, meet plenty of new friends below sea level. Visit Dolphin Cay to get acquainted with nature’s most intelligent (and, let’s face it, adorable!) animals. And explore the seemingly endless array of lagoons, caves, and coral formations lurking just below the surface. The region also offers enchanting underwater ruins, which welcome exotic species like sharks, stingrays, eels, and even the endangered alligator gar. If you’re a thrill seeker, visit the world-class Atlantis Casino. Featuring innovative architectural elements, it’s a delight for the senses. All you’ll need is your room key to play on one of 85 gaming tables and 700 slot machines. Finish the night with cocktails and dancing at Aura Nightclub.
5. The first inhabitants of the islands were the Taino Indians, taken into captivity after the arrival of Columbus and eradicated by 1520.
Hit the links at the Ocean Club Golf Course, designed by American golfer Tom Weiskopf, who carefully considered every element in an ideal round of golf and ensured they were present at this 18-hole, par 72 golfer’s paradise. The course stretches out over 7,100 yards on Atlantis, Paradise Island’s oceanside peninsula. Watch out for crosswinds—they’ll challenge even the most proficient of players. Planning to get pampered during your stay? Look no further than the Mandara Spa, an award-winning venue that has adopted ancient Balinese healing therapies, traditional European treatments, and natural elements native to the indigenous Bahamians. Mandara Spa features steam and sauna rooms, cold and warm plunge pools, and exclusive couples and aromatherapy rooms. In need of more excitement? Bring out your inner child with 141 acres of high-speed water slides and a mile-long river ride. Or cool off and relax in one of Atlantis, Paradise Island’s 11 swimming pools during your downtime. However you spend your downtime on this stunning island, we can’t wait to give you a warm ALLPRO welcome. Here’s to a wonderful Spring Show spent under the sun!
January/February 2022 | ALLPRO INDEPENDENT | 19
INDEPENDENT | LOCAL LORE
ALLPRO family member and owner of Paint Fair Lesley Baptista was born and raised in The Bahamas to a Bahamian mother and an English father. After university abroad she returned for what was intended to be a short stint only to rediscover the community, the pace, the grounding and the people all made it the place she was meant to be. We caught up with Baptista and some friends to learn about island life and the inside scoop on where to go, what to eat and drink and the best place to sink your toes in the sand! WHY DO YOU LIVE HERE? AND WHAT’S THE BEST PART OF BEING A BAHAMIAN? It’s important to know we are an archipelago of 700 islands and cays, of which approximately 30 are inhabited – each one offers an experience that is unique and varied. There are certainly challenges to island life as we have to ship almost everything in - resources, access and amenities are challenged. The hurricanes have really affected some, but not all, islands (my home, Grand Bahama has been greatly affected while Nassau/Paradise Island and many others have not). The very best part of being Bahamian is our people. We are warm, faithful, direct, resilient, proud, and helpful in ways I haven’t seen in many other places. Just don’t rush us! In a Bahamian you will find a faithful friend who will tell you about yourself without mincing words but show up to help you clean up after a disaster and take care of your children. Couple this community with being able to stroll on the most incredible beaches and dive into the crystal clear, aquamarine waters and you won’t find a better place to hang your sun hat.
WHAT TOURIST ATTRACTIONS ARE A MUST VISIT? There is so much to see and do whilst exploring Atlantis but for those who want to leave the resort The Queen’s Staircase, the museum at Graycliff, Government House, Fort Charlotte and all the historic architecture on the streets in between. The Clifton Pier heritage site is a long drive from the center of town, but well worth it. The National Art Gallery and the Pirate Museum are also wonderful.
WHERE CAN WE FIND THE BEST STEAK DINNER? AND CHEESEBURGER? Café Matisse, nestled in the heart of downtown Nassau has an amazing filet mignon with peppercorn sauce and Cocoplum has a divine steak with top notch cocktails! For the true cheeseburger in paradise experience check out Jimmy Buffett’s Margaritaville resort at The Pointe or The Crew Pub. Also at The Pointe is JWB Prime Steak & Seafood which is a delicious option.
WHAT IS YOUR FAVORITE BEACH? WHERE’S A FUN PLACE TO PEOPLE WATCH AND SIP A COCKTAIL? Bon Vivants is a really fun, eclectic spot in Nassau, not far from Paradise Island that takes cocktails and mixology to a new level. Spritz is a low key atmosphere out on the water for a more casual experience.
WHAT IS LOCAL FARE AND WHERE SHOULD WE EXPERIENCE IT? Bahamian food is three things: heavy, fried, and delicious! Conch (pronounced conk) is available in so many forms. You can enjoy fritters, salad, chowder, stew, and cracked conch. Be sure to try traditional peas n’ rice, our to-die-for macaroni and cheese (a must!), and the crawfish either grilled, cracked (battered and fried) or minced in a salad. For dessert, seek out guava duff. Visit the stalls at Arawak Cay (known to locals as The Fish Fry), Johnny Canoe at Cable Beach, Nesbitt’s on Delaporte or the Green Parrot on Bay Street.
WHAT SPORTS DO KIDS PLAY HERE? You’ll see lots of basketball, soccer, sailing and golf.
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Cabbage Beach is unbeatable and hands down the best beach on Nassau (check for access as it is sometimes closed). Jaws Beach on the other side of the island is fabulous and adjacent to Clifton Heritage Park. If you have time to explore by boat, nearby Rose Island is wonderful.
FOR THOSE WHO HAVE A FEW EXTRA DAYS IN THE BAHAMAS WHAT DAY TRIPS FROM NASSAU WOULD YOU RECOMMEND? Since you are already here it is highly recommend to explore another family island if you can. Exuma is a real winner with powerboat excursions to swim with sharks, pigs, native iguanas, and turtles and on Eleuthera/Harbor Island you can ride horses or walk for miles on pristine beaches. Blue Lagoon Island is an idyllic private island just twenty minutes away which is a great beach day as well as a marine park to interact with dolphins, sea lions, stingrays and even sharks! Ship Channel Cay has super snorkeling, lots of dining options and shark wrangling and stingray petting.
BAHAMA MAMA, SKY JUICE, OR GOOMBAY SMASH? Definitely Sky Juice (also known to locals as Gullywash) which is traditionally made with gin but you can request vodka if you prefer. Word to the wise – the islanders are known for a heavy pour!
COULD YOU RECOMMEND A FAVORITE WALK OR HIKE ON ISLAND? Beach strolls are a great way to get some fresh air and exercise! Tru Bahamian Food Tours mixes walking through historic Nassau with culture, history and local foods. Primeval Forest National Park is a real favorite for a hike along winding paths, caves, and staircases and other vantage points with spectacular views and remarkably undisturbed woodlands.
WE LOVE TO SHOP AND SUPPORT LOCAL RETAILERS, WHAT IS YOUR FAVORITE SHOPPING DISTRICT IN NASSAU? OR SOME FAVORITE SHOPS? For some truly authentic souvenirs venture away from the downtown strip and visit the quaint Craft Cottage on Village Road and Bahama Art and Handicraft on East Shirley. Heatwave Surf and Swim and Bahama Handprints which can be found in both Harbour Bay and Sandyport offer locally made bags and clothing.
Top Ten Bahamian Baubles to Buy: 1. Guava jelly and pineapple jam along with some craft beer from Pirate Republic Brewery, downtown Nassau.
The Local Lingo English is widely spoken in The Bahamas, so communication should be easy whether or not you’re familiar with the local dialect. Here are some common phrases you might hear during your visit: Bey This can be anyone, regardless of gender. Well mudda sick! This is an expression of surprise, or astonishment. Mash up This means to break or destroy something. Also used to describe just how sick, out of it or exhausted someone may feel.
Potcake A stray dog, which you may see frequently on the island. A mutt named for whatever is stuck together at the bottom of the pot after cooking. Dem You… me, ‘dem’, or them — a group of people.
Bottoms Up BAHAMA MAMA Rum, coconut rum, grenadine, orange juice and pineapple juice SKY JUICE Gin, fresh coconut water and condensed milk GOOMBAY SMASH Orange juice, pineapple juice, apricot brandy and multiple types of rum, including coconut rum and sometimes spiced rum ** PIRATE REPUBLIC ** The Bahamas’ only craft beer! Find the brewery and pub downtown Nassau near the cruise port and have a tasting of the different beers on offer.
2. Bahamian rum – recreate your vacay at home with coconut or pineapple rum, or if you don’t imbibe try a rum cake instead — it’s an island favorite and a delightfully sweet treat. 3. Straw goods — The Nassau Straw Market and the Port Lucaya Market Place. 4. Local art and handmade goods — Bahama Art & Handicrafts, just outside downtown Nassau. 5. Pirate doubloon jewelry – Coin of the Realm, downtown Nassau. 6. Conch shell products and jewelry — the pretty pale pink shell is polished and crafted into a variety of jewelry. For a splurge consider a piece made with rare pink pearls, also from the conch. 7. Cigars — tour the Graycliff Cigar Company in Nassau and hit the gift shop on the way out. 8. Batiks — brightly colored fabrics. Seek out Androsia in particular, which have been handmade on the island of Andros for more than 40 years and sold throughout the islands. Their patterns feature locally influenced motifs such as seahorses, corals and hibiscus flowers. 9. Pine Seed Doll — whimsical dolls, each one of a kind, made from the cones of the native Bahamian pine tree, which grows in the forests of Grand Bahama, Abaco, Andros, and New Providence. 10. Junkanoo, a vibrant street parade, is The Bahamas’ annual national celebration. The bright dance costumes adorned with feathers and beading, elaborate headdresses and masks worn during the parade are replicated in model and miniature form, and they’re available in gift stores year-round. You’ll also find Junkanoo-themed paintings, ornaments, jewelry and much more.
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INDEPENDENT | VOYAGE
SPRING SHOW TRAVEL ESSENTIALS In anticipation for the upcoming show in the Bahamas, ALLPRO members weigh in on things to include in their suitcase and other travel quirks they’ve picked up along the way
Are you carry-on all the way or do you check a bag? Check bag – too many shoes! Has anything ever exploded in your baggage? Yes, lotion. How many pairs of shoes do you pack for a five-day trip? Five to seven. Do you unpack your items in your room or live out of your suitcase? Unpack. Do you sleep, read, or use a device on the airplane? Device – watch a movie. Shelly Kempton – Dugan’s Paint & Flooring Center Do you sleep, read, or use a device on the airplane? Use a device on the plane. Are you carry-on all the way or do you check a bag? I check my bags all the way because six pairs of shoes get heavy. Cherrie Lewis - Lewis Paint What is your ‘never leave home without it’ item? I have two; wrinkle release spray (I haven't ironed in years!) and my flat iron because frizzy hair is never a good look! Are you carry-on all the way or do you check a bag? I check a bag and carry on a smaller one with my laptop. Do you unpack your items in your room or live out of your suitcase? I unpack so everything is organized. Do you collect any particular item as a souvenir from every place you visit? I collect shot glasses if I'm in a place I've never visited. They don't take up much room in my suitcase (I wrap them up and stick them in a shoe) and they don't add any weight to my bag. Do you sleep, read, or use a device on the airplane? I read murder mysteries on my phone whenever I fly. Susie Fontana – Allpro Corporation
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What is your ‘never leave home without it’ item? Migraine medicine. Are you carry-on all the way or do you check a bag? Always carry on. How many pairs of shoes do you pack for a five-day trip? Three pairs - work shoes, casual shoes, and sneakers. Do you unpack your items in your room or live out of your suitcase? Always unpack. Do you sleep, read, or use a device on the airplane? Work the entire flight. Michael Beaudoin – Allpro Corporation Are you carry-on all the way or do you check a bag? I always try to limit myself to a carry-on. It's a challenge for the Spring Show, but if you lay everything out on the bed and map out your wardrobe for the week, it can be done. Otherwise, your checked bag may not make it and you end up walking around in a hotel bathrobe like a few members did several years ago. I don't want to be that guy. How many pairs of shoes do you pack for a five-day trip? I try to be a savvy traveler and limit the pairs of shoes to two one that's appropriate for dinners, etc. and another for more casual settings. Do you unpack your items in your room or live out of your suitcase? I unpack and basically move in for the week. It helps me stay organized and prepared in a very high tempo environment. Scott Morath – Allpro Corporation
What luxury item are you bringing? Credit card. What is your ‘never leave home without it’ item? Airborne tablets - just in case. What’s the worst thing you’ve ever forgotten at home? The worst thing I forgot at home was for a Girl Scouts camping trip - all the food in the refrigerator! Are you carry-on all the way or do you check a bag? Definitely carry-on for the Bahamas - all I'll need is a toothbrush and swimsuit! Has anything ever exploded in your baggage? Not me, but my mother had a bottle of bourbon open up in her luggage! How many pairs of shoes do you pack for a five-day trip? Three dress shoes, show floor walking shoes, poolside shoes. Do you unpack your items in your room or live out of your suitcase? Half and half - I hang up items in the closet and leave the drawer items in the suitcase. Do you collect any particular item as a souvenir from every place you visit? We collect Christmas ornaments. It's great to put them on the tree each year and share memories and a smile. Peggy Sue Wingard – O’Gee Paint What book title are you looking forward to diving into poolside at Atlantis? I still haven’t finished Killers of the Flower Moon and we recently sold paint on the movie adaptation with Leonardo DiCaprio, so probably that! What luxury item are you bringing? Sunscreen! What is your ‘never leave home without it’ item? Chapstick. What’s the worst thing you’ve ever forgotten at home? Underwear! Are you carry-on all the way or do you check a bag? Check for sure. Has anything ever exploded in your baggage? Never fails, try out a new hair product and it usually explodes in the suitcase before I get the chance. How many pairs of shoes do you pack for a five-day trip? Five at least! Do you unpack your items in your room or live out of your suitcase? I hang a few things and live out of my suitcase for the rest! Do you collect any particular item as a souvenir from every place you visit? A coffee mug or Christmas ornament. Do you sleep, read, or use a device on the airplane? I like to read on the airplane. Gentry Stafford – Spectrum Paint
What’s the worst thing you’ve ever forgotten at home? Well, it wasn’t forgotten at home but at the airport. I was on a trip to Uganda in Eastern Africa staying at a guest house five hours away from the airport. When we arrived at our final destination, I realized my suitcase had been left in Entebbe. It had everything, and I mean everything, I needed for a 10-day stay and we couldn’t go back to get it. This is when I really didn’t need most of what I brought with me. I purchased a couple of dresses from a local shop and washed my unmentionables nightly. The suitcase was waiting for me at the airport and I didn’t have much to wash when I got home. I’ve packed much lighter since. Do you collect any particular item as a souvenir from every place you visit? I collect Swarovski crystal figurines. I have them from all over the Caribbean, Europe, US, and a couple from my trips to Africa. Do you sleep, read, or use a device on the airplane? All the above depending on the length of the flight. Renate Eschmann – The Color Wheel How many pairs of shoes do you pack for a five-day trip? Too many! I normally pack at least one from each category: sneaker, sandal, heel. Do you unpack your items in your room or live out of your suitcase? Living out of the suitcase is the way to go! Do you sleep, read, or use a device on the airplane? Sleeping all the way! Katie Quattrone – White’s Lumber
January/February 2022 | ALLPRO INDEPENDENT | 25
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INDEPENDENT | COLOR OF THE YEAR
October Mist CC-550
Olive Sprig PPG-1125
COLOR OF THE YEAR Each year we eagerly await the announcement of Benjamin Moore and PPG’s selections for Color of the Year, an event that is exciting for multiple reasons. Not only does it provide fun insights into the direction for the upcoming year’s interior trends, but it also presents an exciting marketing opportunity that can help gain traction, both online and in-store.
Benjamin Moore went with October Mist CC-550, which was announced alongside a dedicated palette of complimentary shades. The paint giant describes October Mist as a “gently shaded sage” that encourages individual expression while also calling towards nature.
PPG opted for a very similar color, Olive Sprig 1125. In a news release, PPG suggests it brightens spaces with “organic liveliness” and entices with a relaxing and almost fragrant aura. The green, PPG claims, “represents a hope for growth and resiliency that is emulative of nature’s regenerative power.”
Here are a few descriptors when discussing the color to customers:
Here’s are a few words to add to your vocabulary when talking it up:
Harmonious, reliable, whimsical, meditative, calming, subtle, organic, silvery, earthy, grounded
Optimistic, relaxed, soothing, serene, down-to-earth, organic, understated
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HYPING UP THE COLOR OF THE YEAR:
Be sure to use the official hash tag #ColorTrends20 22 if you’re a Benj amin Moore dealer!
A HOW-TO GUIDE
Each year, Benjamin Moore and PPG announce their selections for the upcoming year’s color trends, picks that are carefully considered and chosen as encapsulations of current societal and global contexts. This provides an incredible marketing opportunity for all their retailers, and yet, many of us fail to fully capitalize on the buzz this might create for our individual businesses. We chatted with the experts at both suppliers to get the low-down on which efforts you should adopt in order to make the most of this annual event.
SOCI A L Pinterest and Instagram, the most visual of the platforms at our disposal, are ideal for reaching existing and future customers. Both PPG and Benjamin Moore provide a package of aspirational imagery to deploy in relation to their color trends reports. Use these images to entice your audience. Demonstrate your expertise by adding captions that suggest potential applications. If you have customers purchase the Color of the Year, we recommend asking them to share pictures of their completed projects and for permission to reshare. Customers will relate to these real-life examples and help them envision the shade in their own spaces. P OI N T- O F - P U RC H A S E K I TS Benjamin Moore sent out launch kits in October (and will be sending refresh kits come March) to help businesses keep the Color Trends for 2022 top of mind. Be sure to update your imagery as these come in and ensure any staff are aware of available POP to assist with sales. SHOWCA SE Sometimes, customers might have a hard time translating what they see in a brochure into a real-life context. If space allows, paint a section of your store in the selected shades. Create an entire vignette around the palette with any furniture or décor items you have in store to help sell the whole package. If this isn’t an option for your space, try to paint large boards. E VE N TS Collaborate with your in-store color consultant to create an event dedicated to the Color of the Year. Invite local designers and your best customers for a workshop on how to best use these shades in their projects. Your color consultant should be prepared to talk extensively about the trends and their potential in terms of best pairings and potential applications. This is a great way to position yourselves as experts in your field as well as build community around your brand.
SA MPLE SA LES Encourage customers to bring home samples of the colors with promotions on paint samples. Look to manufacturer’s online libraries for customized mailers, making promotion simple. Testing out a paint color can help build confidence for hesitant buyers. COLLA B ORATE Bring other local businesses in to generate interest around Color Trends and encourage foot traffic. Team up with a local restaurant to complete a feature wall (and educate your partner on how to let their customers know about the Color Trends). Or get in touch with a retailer and work together to create a window merchandizing display with your paint as the backdrop. EMPHA S IZE THE PA LETTE One of the most difficult things for homeowners when painting a home is selecting colors that work in harmony with one another. With a Color Trends palette, all that work has already been done, assuring that whatever colors are selected will form a cohesive story. Create mood boards to showcase these palettes working together.
“The stores who have the most success with promoting Color Trends truly have fun with it and engage with their customers, making it clear that their store is the local resource for paint color. Color Trends is an ideal means to make people aware of all that is offered in-store from inspiration to advice.” – Benjamin Moore
January/February 2022 | ALLPRO INDEPENDENT | 29
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INDEPENDENT | DIGITAL STRATEGIES
A fresh start for Strategies Reimagine Your Marketing Plan With Digital Strategies
t’s a digital world out there. Ever since COVID-19 fast-forwarded our reliance and use of the digital space, there seems to be no slowing down. Digital is the new norm. In addition to digital marketing, content and direct-to-consumer marketing will take the lead in 2022 and advertisers will need to know more about their audience without the help of second- and third-party platforms.
iStock Photography
What strategies will you employ in 2022? The online space is a powerful tool to expand your audience, retain your customers, improve your brand, and increase your sales. Consider adding the following digital marketing trends to your to do list in 2022.
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1. ADD ONLINE EVENTS As experts in the paint industry, you hold something your customers place immense value in - knowledge. Leverage your understanding of coatings and offer online events such as product launches, webinars, or livestreaming. Not only will you create connections with new customers and build stronger relationships with existing customers, but you’ll also promote your brand, products and services. While this may be an investment in your time, without a large immediate return, holding an online event, or regular online events is straightforward and can build your business over time. 2. DEVELOP YOUR OWN AUDIENCE When hosting an online event, make sure you gather data on your audience (think email address, name, company, title, etc.) and use it to build your own consumer database. Having your own direct communication line with your audience without the help of a third-party platform can be very valuable. When marketing via social media or another third-party platform, work towards converting followers into subscribers. By developing your own database, you can make sure your message reaches your contacts and that you continue to establish and nurture connections and build positive brand experiences. DID YOU KNOW? If your audience or followers are on Facebook or Instagram, those social platforms own that data, and you have no way of reaching that audience or nurturing those relationships outside of the platform.
3. CONSIDER SOCIAL COMMERCE Just because social media collects so much of your consumers’ data doesn’t make it a bad thing. Especially if it means you can make sales through Facebook and Instagram. Social commerce sells products within social media networks so it’s easy to engage Facebook and Instagram users and turn scrolling into sales. Connect with your consumers directly where they spend their time and provide them with a streamlined shopping experience. If your business has embraced ecommerce, experienced the advantages, and is ready to target a specific audience, social commerce may be the next step. Social media tracks copious amounts of consumer data so you can target your advertising and posts and put the right products, services, and styles — everything from color trends to window coverings — at the top of your consumers’ feeds. SOCIAL STATS: According to ReadyCloud, the average internet user uses social networks for about two hours & 15 minutes daily. 4. INVEST IN INFLUENCER MARKETING Social media influencers are the celebs of the social sphere. They’re real people who have built a reputation for their insight and expertise on specific topics and make posts to generate buzz and promote products. Consider investing in an influencer to help give your merchandise and services a positive plug. The personal approach of a local home interior consultant, prominent DIYer, or a star staff member, can help make your brand authentic and relatable. STAR STATS: According to Instagram, 87% of people say influencers have inspired them to make a purchase.
5. IMPROVE YOUR BRAND IMAGE Chances are, you already have a positive brand image because of your store’s top-notch customer service, quality products, and expert know-how. Continue to build a strong brand image online by going beyond digital advertising and creating experiences and strategies that provide your customers with long-term gain. Perhaps it’s a YouTube video, a podcast, or a feature on Instagram stories that offers advice and customer value. Strategies that are interesting and helpful will organically raise your brand awareness and build customer satisfaction. CHA-CHING: The price of digital advertising continues to climb, with services like Google Ads increasing every year. With more companies vying for the online advertising space, the competition keeps driving the price up.
6. PERSONALIZE YOUR MESSAGING According to Red Crow Marketing, most Americans see between 4,000 and 10,000 ads a day. When you consider the mass amount of marketing noise your ad needs to get through, how will you stand out? How will you be heard? And how will you reach your consumers? With the current digital craze, advances in technology have allowed marketers to reach their audience with a more personal experience. Once you know what channels and platforms they’re on, go beyond the digital noise and personalize your messaging to your different audiences. If your audience is watching YouTube or listening to podcasts, consider using the video or podcast vehicle to tailor relevant messaging based on their behavior and interests. 7. EDUCATE OVER SELLING If diving into digital marketing strategies is new to you, lean into the things that you’re familiar with - your retail business, the products that you sell, and the services your store offers - and educate your audience on why they need you. Consumers are turned off by hard selling, with many appreciating solutions over your best sales pitch. Provide customer education via a how-to video or an online blog from an expert sales associate. And oftentimes, your store is your best advertisement. Encourage customers to explore and try the products, providing them with information and answered questions. 8. AUTOMATE YOUR MARKETING Time is money, so make better use of your time by automating your digital marketing strategy in 2022. With marketing automation, you can manage your marketing processes and campaigns across multiple channels, automatically. Not only is it efficient, limiting the amount of time you or your staff spends on repetitive tasks, but automation is also effective at targeting customers across email, text, social, and the web. Simplify your online marketing campaign and digital sales by employing a good marketing automation system and start to see the time- and cost-saving benefits.
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Marketing Strategies From ALLPRO members
ALLPRO recently connected with a few ALLPRO members to discuss their marketing strategies for the new year. From investing in social media to expanding text and email marketing, this is how they’re putting their best foot forward in 2022.
A NEW OR IMPROVED WEBSITE “(We are) building a new website that is more inclusive of all of JC Licht’s products and services.” – Sharon McGuckin, JC Licht “We’re focusing on B2B online. There’s a big push right now to improve features on our website. The login gateway that can be really helpful for our pro customers.” – Scott Herling, Ring’s End
“Overall, we’ve been really focused on social media marketing, and we’ll continue to be. We use [it] for telling our brand story and highlighting our product offerings. I think a lot of the promotional marketing gets lost in the shuffle on Instagram.” – Scott Herling, Ring’s End A COHESIVE APPROACH “We built a comprehensive marketing calendar for 2022 that includes input from all departments of the business including the purchasing team and outside sales team, so we are all working on an aligned and cohesive approach. Everything will be connected from our online presence to our endcaps and in-store signage, website banners, etc. We will also be conscious to market to all segments of our business retail, contractor, and designer.” – Sharon McGuckin, JC Licht
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PERSONALIZATION & TARGETING “In our individual market we found that both television and radio are very expensive. We’ve been going a lot more towards the digital space for our marketing. We just really found that the return on investment is very strong and there's a lot more data allowing you a lot more targeting to really hone in on what your ideal customer is. We’ve got a win-win in tracking that way.” - Patrick Smith, Regal Paint Centers BUILDING DESIGN PARTNERSHIPS “We will focus on design partnerships with local designers and design shops. (That includes) sponsoring showhouses, providing goody bags for events already happening, having local designers and influencers take over our Instagram for the day or creating a mood board for Mood Board Mondays, and hosting CEU events in our showrooms.” – Sharon McGuckin, JC Licht EXPANDING TEXT AND EMAIL COMMUNICATIONS “We are going to expand our text program to contractors. We have found it is a wonderful, easy way to communicate about special offers, events, and promos.” – Sharon McGuckin, JC Licht “A big focus moving forward is going to be email marketing. And text, whether it’s inbound or outbound.” – Scott Herling, Ring’s End iStock Photography
IN-HOUSE MARKETING TEAM “(We will) continue to build an in-house marketing team. This year we added a marketing manager and an internal social media manager.” – Sharon McGuckin, JC Licht A FOCUS ON SOCIAL MEDIA “We have expanded our social media (Facebook, Instagram, Pinterest, Twitter) to include LinkedIn and TikTok. We have also allotted more spend on promotions and ads on these platforms.” – Sharon McGuckin, JC Licht
New Year Resolutions Renovations
Appeal to your audiences’ interests or solve common design dilemmas with creative posts on your platforms. A new year signals the opportunity for a fresh start and a clean slate. In addition to wanting to shed a few pounds, tighten up the budget, and set career goals, consumers will be focused on DIY and renovation plans for the future. Using savvy content marketing, create and distribute valuable, relevant, and inspiring information and attract and retain your audience. Need help coming up with ideas that will generate interest and drive action and profits? Consider appealing to your audience - and hopefully going viral in the meantime - with these fun features.
DESIGN DILEMMAS | Consumers often turn to their mobile device or online for answers to their questions. What two or three colors would pair well in their home? Why are there so many shades of white? What coating finish is right for their bathroom remodel? And what brush works best when cutting from a wall to a ceiling? Provide a platform or Q&A livestream where your audience can ask anything and get an expert answer in response. CURB APPEAL | With spring on the doorstep, consider instructing followers on how they can update their home’s exterior or their entrance. A pop of color on the door or fresh stain on the front railing can go a long way in freshening up an abode’s curb appeal. 2022 COLOR TRENDS | With the help of your manufacturer or in-store color expert, feature 2022 color trends in your social platforms and show your audience where and how to add color to their homes. Transform a kitchen by swapping the color on the cabinets and update a bedroom with a coat or two of a pretty hue.
DIY MAKEOVER | Show your savvy shoppers how to makeover an old piece of furniture with some sanding and a few coats of paint. Your post will not only inspire them to redo their favorite nightstand or Adirondack chair, but it will encourage them to use your store’s products and reach out to your employees for their expertise. PAINT PERSONALITY QUIZ | Quizzes that teach us about ourselves are not only fun, but they can be helpful. Create a quiz to help your consumers determine their paint color personality! Simple questions can help direct your audience to light or moody shades or present them with a hue they would have never considered. CONTEST | Capture your audience’s attention with a contest that will get them involved. Rather than simply liking a post, encourage participation by asking which room in their home they’d like renovated. Then give the winning entry a fun free update, including a fresh coat of paint, and possibly window coverings and decor pieces from your store. INTERVIEW WITH AN INTERIOR DESIGNER | Sit down in your store with a local interior designer and chat about trends in decor, design, and paint colors for 2022 and post the interview to your social channels. Shades and styles that the expert picks and discusses will generate buzz and encourage shopping and sales. BEFORE & AFTER | Showcase your customers’ projects and post them on your platforms. Don’t forget to tag your valuable shoppers and include details about the products used so that consumers can easily find the items in your stores and on your shelves.
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DECORATIVE DELIVERED.
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SEE US AT THE SPRING ALLPRO SHOW!
36 | January/February 2022 | ALLPRO INDEPENDENT
Social Media Superstars We went scrolling on some of our ALLPRO members’ Instagram pages and found some pretty fantastic posts. Shout out to our members who are giving back, inspiring, and keeping us entertained online!
@REGALPAINTCENTERS
Over the holidays, Regal Paint Centers were encouraging shoppers to give a gift to a child to receive a discount. The in-store campaign was featured at all nine locations and all toy donations were given directly to the children at The Children’s National Hospital in Washington, DC.
@ABBOFSPAINTS
Putting a fun reel together is no easy feat. Thanks to Aboff’s Paints for the fun video featuring their products and a catchy tune by Neko Fuzz featuring Raizon.
@DUGANSPAINTFLOORING1871
We loved seeing the latest edition of Dugan’s At Home magazine on the retailer’s Instagram feed!
@STANDARDPAINTANDFLOORING
In addition to promoting the latest and greatest in color trends, Standard Paint and Flooring are showcasing store offerings and services, such as Shaw Floors and Graber Drapes.
@THECOLORHOUSE Over American Thanksgiving, The Color House expressed its gratitude for their customers giving their audience (us included) all the warm fuzzy feelings for the holidays.
INDEPENDENT | SHAW FLOORS
Stepping into Flooring Shaw Floors makes it easy and affordable for ALLPRO members to expand their product offerings
ick off the new year with a completely new product line. Shaw Floors is partnering with ALLPRO to launch a program designed specifically for your independent paint store. According to Brian Hankins, VP National Accounts for Shaw Industries, the program allows ALLPRO members to step out into the flooring business with less risk and more peace of mind. “We focus on DIY-friendly products,” Hankins says. “If you’re an ALLPRO member and you don’t have any installation expertise, and you just want to sell flooring materials for the consumer to purchase and either have someone install it or do it themselves, we have two different products.” Hankins is referring to the Floorigami Stacker and the ALLPRO Hard Surface Program, two durable product displays. The Floorigami Stacker features 12 peel and stick carpet tile samples, while the Hard Surface display holds 24 samples of luxury vinyl plank and hardwood on the outside with additional storage on the inside. For members concerned about their store’s square footage for adding new merchandise in-house, the product displays are easy to move as well as compact and can be tucked into a corner and take up minimal space on your sales floor. ALLPRO members can purchase both displays for $750 a low price for a turnkey business model. According to Hankins, members will start to see a return on their investment after the initial customer purchase. “If the typical job is roughly 800 square feet and they’re selling (flooring) for $5, that’s $4,000. If they make 35% margin, that would be $1,400 worth of profit,” explains Hankins. “And so, you pay for your investment in one job.” The diversification of your business model opens an entirely new revenue stream with your current customers, as well as bringing in
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additional customers. Shaw offers competitive pricing for flooring products, sundries, and retail accessories, encouraging shoppers who are looking for an all-in-one store for their DIY or home renovation and building needs. “If somebody wants real hardwood, they can get it in this program,” he says, adding that the variety of products have been specifically chosen for ALLPRO members. “We have a good, better, best and a premium, and then hardwood offering in this program.” Shaw also offers training and support, with local salespeople in the marketplace that come to the store to help set up the program, train the staff to sell the flooring and understand the products. “[Shaw Floors] has great reps and competitive pricing,” says BJ Andriot from Andriots. In addition to paint, Andriots sells blinds and flooring, including products from Shaw Floors. “And if you have any questions, they’re always there. They’ve been easy to work with.” Jason Kempton from Dugan’s Paint & Flooring Center agrees. His store has been selling flooring before Shaw Floors partnered with ALLPRO and has experience with other manufacturers. “Shaw is what I would consider above the rest,” Kempton says. “The relationship is truly a partnership. There is give and take on both sides. And you don’t meet anybody that works for Shaw that hasn’t been there for 15, 20, 30 years - everybody seems to have longevity with them. It’s refreshing.” While jumping into the flooring business may seem like a leap, many ALLPRO member companies, in addition to Andriots and Dugan’s Paint & Flooring Center have already taken the plunge. “We have about between 50 and 60 members that are doing flooring as well as paint decorating,” says Hankins. “Many of them have stock product in their warehouses. But there are so many more
IS A DIY DREAM For customers eager to transform spaces and places without expensive installation costs, Floorigami is a great option. Just peel and stick it on top of existing hard surface flooring.
ALLPRO members who aren’t in flooring who may want to diversify their paint business and get into flooring.” According to Andriot, flooring is a profitable part of his store. “It helps and it pays to be diversified, especially in a small town,” Andriot says. “When the paint is slow, the flooring is usually really busy and when the flooring is low, usually the paint is busy, so they kind of work together.” Ever since Standard Paint & Flooring incorporated flooring into their product offerings, business has been booming. “We took flooring on in the early eighties,” Regan Myers from Standard Paint & Flooring explains. A flooring shop in town was closing and Myers’ parents recruited a popular designer that worked for the store to start the flooring side of their business. “My parents described it as a big leap for them, but it has paid off in dividends.” According to Myers, Standard Paint & Flooring now has six locations, and they sell twice as much flooring as they do paint. “When I came into the business, we were about one-to-one in paint and flooring sales,” Myers says. “I didn’t experience bringing flooring into the business from scratch, but we did have a location that only sold $70,000 a year in flooring, and last year it sold $4.2 million in flooring. The key was putting the right team in place and getting into the right location. With that kind of growth, we have already moved into our third building to facilitate the additional space required to handle that amount of volume.” And while Standard Paint & Flooring have experienced immense benefits when it comes to expanding into flooring, Hankins stresses that ALLPRO members need not sell or stock flooring in their store if they want to participate in the program. Starting off small is quite simple.
“If an ALLPRO member joins our program, they can sign up to buy it online and get it in store,” he explains. “If somebody wants to go online and buy from Shaw and pick it up at an ALLPRO member, the member gets a portion of that sale.” Not only does the member profit from the flooring purchase, but they reach a new customer or contact for their business. “On the retail side of the business we get a lot more foot traffic than the flooring side, and we believe this is a strong tool to convert the retail paint customer over to a retail flooring customer, and it is an advantage flooring only locations do not have,” Myers adds. For stores still unsure about selling flooring from the store, Hankins suggests selling Shaw Floors exclusively through a shop at home model. “Instead of taking up space in your showroom, you could be all shop at home, so when you have flooring leads come in, you would literally go to the home and have a mobile showroom with all your samples,” he adds. With a variety of product offerings and commitment levels, diversifying your store with Shaw Floors seems like a step in the right direction. “If you’re considering expanding your business into that area, as far as I’m concerned, you’re going with the industry leader,” says Kempton.
DID YOU KNOW? When customers buy online and pick up in-store, members earn 15% of the online transaction or $100 (whichever is greater).
January/February 2022 | ALLPRO INDEPENDENT | 39
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