ALLPRO Independent Magazine September/October 2022 by ALLPRO Corporation

Independent An ALLPRO® Publication STOCKHOLDER MEETING Experience the history and vibrant culture in San Antonio, Texas ANATOMY OF A SUCCESSFUL PRO SHOW ALLPRO members share tips for a memorable and profitable pro show NETWORKING WITH NEXTGEN Get to know team builder, ski and wake surf enthusiast, and NextGen retail member Regan Myers DAN Calkins 35 years with benjamin moore September/October 2022

NO MATTER THE CHALLENGE, INSL-X® HAS THE PRIMER INSL-X ® offers a complete line of problem-solving primers for: Learn more at INSL-X.com.  Stain blocking  Peeling paint  Adhesion to hard-to-coat surfaces  Hiding a previous color NO MATTER THE CHALLENGE, INSL-X® HAS THE PRIMER INSL-X ® offers a complete line of problem-solving primers for: Learn more at INSL-X.com.  Stain blocking  Peeling paint  Adhesion to hard-to-coat surfaces  Hiding a previous color ©2022 Benjamin Moore & Co. All marks are the property of their respective owner. 7/22

Sepember/October 2022 | ALLPRO INDEPENDENT | 3

In the short term, it would be great to have access to their brands, but long

I have been very passionate in my belief that the independent channel is competing with other channels (home centers, national chains, etc.) and that its success will be dependent on our ability to vie for the best products and resources to serve our customer base.

are never made without thought as to the ramifications to the group. They are made with the long-term best interests of all our stakeholders.

PARTNERSHIPSSTRATEGIC

All businesses evolve over time through deliberate change or new leadership. If they do not evolve, they risk falling behind in an ever-changing world. Through change, there are times when long-time partners grow apart. Over the past year, the group has made hard decisions on longstanding partnerships that were no longer working. Those decisions can create short-term pain for members, and they

All the decisions and investments that the group has made from new members, territory expansion, new warehouses, new systems, updated marketing and benefits had that competition in mind. The suppliers that we decided to part ways with are extremely successful companies, just not aligned with the independent channel as they once were.

term it would be to the detriment of our business. We owe it to the suppliers who wake up every day and find ways to call on your stores and help you grow your business to support them. They work hard to deliver everything they can to ensure your success. They push their companies to deliver additional savings and, in many cases, dedicate their entire careers to the independent channel. This includes the many successful companies that sell to other channels and who are also very important to the group and designate resources and focus on ourAsgroup.wecontinue to evolve and the group and channel expand, it is important that we choose partners that focus on our channel and help us be successful. There is no other channel as effective as the independent channel that can create brands. Through generations

his issue of the ALLPRO Independent celebrates a great milestone with Dan Calkins reaching 35 years with Benjamin Moore. In that time the company has consistently focused their efforts on the independent channel. The ALLPRO group is very fortunate to have so many suppliers that are similar in their focus and together with the members have helped elevate the group to where it is today, poised to compete at the highest level.

MICHAEL BEAUDOIN Executive Vice President ALLPRO Corporation | 813.690.7985 AT THE MIKE | FUTURE 7 COLUMBIA PAINT Knowledge and family-friendly customer service is power for this go-to paint store 11 NEW DECORATINGLOOKCENTER Having persevered through the pandemic, the ALLPRO member of 30 years looks to the future with positivity 16 ALLPRO TALKS Benjamin Moore’s Chairman and CEO Dan Calkins celebrates 35 years 22 ANATOMY OF A SUCCESSFUL PRO SHOW ALLPRO members share tips for a memorable and profitable pro show 26 MAKING INTRODUCTIONS New product launches for contractors 32 GROW YOUR BUSINESS WITH SMS Taking the guess work out of text message marketing 38 STOCKHOLDER MEETING Experience the history and vibrant culture in San Antonio, Texas 46 WITHNETWORKINGNEXTGEN Get to know team builder, ski and wake surf enthusiast, and NextGen retail member Regan Myers SPOTLIGHT: @ALLPROCORP (Continued on page 5)

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Please join us in welcoming PAINT GARDEN to the ALLPRO family of independent retailers! Paint Garden has two locations, one in Riverside, CA, and the other in Temecula, CA.

FAST RESULTS, HIGH PRODUCTION

About ALLPRO Independent

ALLPRO Leadership board president Josh Johnson Executive Vice President Mike Beaudoin Vice President of Merchandising Scott Morath Chief Financial Officer Jonathan Garrett Marketing manager Susie Fontana

Congratulations to the new additions to our ALLPRO family!

of service, you have won the trust of your customers and with that trust, you have helped build some of the best brands in the industry. We have the power to create new brands when necessary and choosing to partner with companies that partner with you is strategically important. The ALLPRO group will continue to invest and evolve our model so that the suppliers aligned with our channel can expand their brands and invest in your business. from page 3)

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

Congratulations to the following members on their recent expansions:

How to Reach Us

AUBUCHON HARDWARE has added seven new locations: Blue Bell, PA; Doylestown, PA; Lyndonville, VT; Richboro, PA; New Hope, PA; South Royalton, VT; and Eastchester, NY; CANPRO DECORATING PRODUCTS has added new member MAHOGANY PAINT & CO. in Calgary, Alberta, and three new branch locations: BMV SUPPLY LTD.-OLYMPIC VILLAGE in Vancouver, British Columbia; KLEINPAINT UPPER CANADA in Toronto, Ontario, and MORNINGSIDE PAINT & LACQUER INC. in Scarborough, Ontario; FARRELL-CALHOUN has opened their 43rd store, located in Pelham, AL; GERMANTOWN HARDWARE & PAINT has opened a new store, MEMPHIS PAINTS, in Germantown, TN; HOME DÉCOR GROUP has opened their 15th store, located in Marlborough, MA; HUNTER COATINGS has opened their second store, HUNTER PAINT & DÉCOR, located in Charlotte, NC; KOOPMAN LUMBER CO. opened their ninth store, located in Indian Orchard, MA; REGAL PAINT CENTERS has opened their 12th store, located in Warrenton, VA; RODDA PAINT has added a new location in Battle Ground, WA and will be opening a new store in Nampa, ID, later this fall; SOUTHWESTERN PAINT has added a new location in Beaumont, TX; and SPECTRUM PAINT EAST has opened a new store, located in Beaufort, SC.

5VOLUME 5ISSUE INDEPENDENT | ON THE BLOCK

on the cover: Dan Calkins, Benjamin Moore

We are a bimonthly publication dedicated to strengthening the ALLPRO community with relevant stories and news. Your suggestions, opinions, and feedback are encouraged.

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.

Columbia Paint co-owner, Steve Butler

6 | September/October 2022 | ALLPRO INDEPENDENT

columbia paint

He calls the benefits of being part of and networking with such a great group of retailers invaluable. “At one time, I had many suppliers I was dealing with - but now, if I can fill that need through an ALLPRO vendor, I’m doing that. The fact that we can run everything through ALLPRO frees up our time to run our business, especially with the current labor shortage.”

SPOTLIGHT | COLUMBIA PAINT

Though Columbia Paint only joined ALLPRO a few years ago, Steve jokes they “should have joined earlier…Now we’re doing everything possible through them. The company really reminds us of ourselves; they’re big on service, communication, and doing the right thing all the time.”

“The one thing we’ve learned is that we’ve got to be in stock; we now buy three, four, five, or even six months’ worth of a product instead of buying a little each week,” he continues. “We’re carrying more stock now than we ever have, good and bad, because it ties up cash flow at times. But we’ve also consolidated. The days of having eight different spackles or multiple lines of caulking are over - we cannot be everything to everybody.”

A few years ago, the company expanded to a second store in Clarksville, Maryland, with one notable difference from the 8,000-square-foot flagship location: “It’s so intimate as it’s a one- to two-person shop and everything is right in front of you,” he says of the 1,600-square-foot satellite location.

Steve saw the COVID-19 pandemic present its own challenges and started looking at the most effective way to stay stocked in the current climate after expanding the company’s warehouse space in Columbia. Their main supplier, Benjamin Moore, has also provided support during the supply chain shortage. “They’ve done the bestand it’s not even close - in terms of being able to keep us stocked.”

PhotographyFayeJessicaImages: Sepember/October 2022 | ALLPRO INDEPENDENT | 7

The journey to becoming owner of Columbia Paint Company was not linear. In the late 1990s, Steve and his wife purchased a lumber and building supply store, focusing on niche markets like coatings. After selling that business, he went to work for a friend - but realized he needed to own his own business again. And so, in 2013, the husband-wife duo purchased the existing Columbia Paint in Columbia, Maryland.

teve Butler has been involved in the industry since he was a kid. “I’ve got a bit of experience on both sides of the counter in my career,” he laughs.

Q: If we come to your city, what’s something we must do during our visit? A: Go to a microbrewery.

Q: Craziest paint spill you’ve had to clean up? A: When I didn’t put a lid on a gallon and put it on a shaker–it was all over!

Columbia Paint co-owners, Linda Butler and Steve Butler

Q: What’s your favorite paint color and why?

8 | September/October 2022 | ALLPRO INDEPENDENT

A: A dark, bold color like Hale Navy.

As the dust from the pandemic settles, Steve is looking ahead to the future of Columbia Paint, including succession plans once he and his wife decide to leave. “We want to continue growing to other outlets and scaling our business,” he says. “We’re sort of the go-to store in our county and have a good reputation - and we want to maintain that and continue to be best-of-class.”

A: Early riser.

GOLFING

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Steve credits his mentors from an earlier job at a hardware store in Washington, D.C., with inspiring his leadership style. “The two owners of that store could not have been more opposite in terms of their personalities, but for both, the customer experience was always number one. I’ve tried to take that everywhere I’ve worked,” he says. “I also take care of my staff to ensure I’m there when they need me; they’re always there for us when we need them to be.”

Columbia Paint’s family-oriented culture has expanded to both staff and customers. “We know 90% of our customers by their first name,” he says. Steve is also proud that his team stays up-to-date on the industry, competition, and pricing. “Knowledge is power. When a customer or contractor is on the other side of the counter, our staff is very well-versed on what’s out there.”

“I certainly know what I don’t know. I’m always learning and always trying to improve,” he adds. “We’re very hands-on and try to lead by example. There’s nothing [my wife and I] wouldn’t do in our stores, even taking out the trash.”

Q: Early riser or night owl?

-Matthew Lambert, Painter’s Alley

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Pictured from left to right: Jordan Thompson, Brett Lanham, Brian Carr, and Katie Patrick

10 | September/October 2022 | ALLPRO INDEPENDENT

second-generation owner with over 30 years in the family paint business, Brian Carr counts his father as his mentor.

“Outside of the initial startup with my father, Benjamin Moore has been great at supporting independents. We’ve been able to leverage a brand that’s very well-known with a high quality product,” says Brian.

His father opened New Look Decorating Center in Montgomery, Alabama, in 1978, after Benjamin Moore approached him. At the time, the company ran a program that would help entrepreneurs start their own paint business, allowing them to buy the Benjamin Moore ownership back over time. Starting with a branch on the southeast side of town, Brian’s father quickly turned it into an extremely successful venture, opening a second location in a growing part of town in 1986.

Graduating from the University of Alabama in 1987, Brian knew he wanted to work in the corporate world before venturing into the family business. After working for a carpet manufacturer for two years, he made the move to New Look Decorating Center. In 1995, the company’s second location moved down the street into a new building, which remains their current location after the closure of the original store in 2001. Upon his father’s retirement, Brian took the reins as the sole owner of the business.

New Look Decorating Center has been a member of ALLPRO for 30 years, with Brian citing the distribution centers as one of the biggest benefits to their membership. “As we’re a single-location store, it’s given us the benefit of buying as a large group. We’re buying at the same discounts as stores with multiple locations. Being able to consolidate bills from multiple suppliers and pay only one bill through ALLPRO is also a nice benefit.”

The pandemic was tough on New Look Decorating Center, with Brian recalling a time he shed tears as he served a customer in a tent outdoors—he didn’t think the business could withstand the blow. “I thought to myself, ‘We’re not going to make it.’” But he was pleasantly surprised when lockdowns and more time at home meant people were new look decorating center

SPOTLIGHT | NEW LOOK DECORATING CENTER

PanacheStudioImages: Sepember/October 2022 | ALLPRO INDEPENDENT | 11

12 | September/October 2022 | ALLPRO INDEPENDENT

On his end, he tries to give as much responsibility as he can to the staff members, so they feel like they’re in the position to continue to grow. “I try not to look over everyone’s shoulders to make sure they’re doing things right,” he says. “I have 100% trust that they’ll do what’s most beneficial for the company.”

Though much has changed in the industry over the past three decades, Brian hopes one thing remains the same in the future: “I’d like to hope that we’re still here in the same location - the store that the community can come to for good products and good service.”

Q: Early riser or night owl? A: Early to bed, early to rise. If I make it past 8:30 p.m., it’s a late night!

A residual challenge is the ongoing fluidity of the pandemic situation. “The biggest challenge to me is inventory. Due to supply chain issues, you try to order a lot of inventory that you may end up holding and, in turn, this requires a close monitoring of your cash Brianflow.”sayshe considers himself lucky that he’s retained staff members when so many in the industry are facing staffing challenges. “We’ve always had a good culture here,” he says. “We’ve got a young, energetic staff who are well-trained and well-respected by the customers. For their age, they have really learned this business well.”

Q: If we come to your city, what’s something we must do during our visit? A: Visit our downtown culture and restaurants.

Q:FACE!

picking up more home reno projects. “Lo and behold, what a boost to business it was. Even at this point, I don’t think anyone foresaw what would happen with the home improvement sector during the pandemic.”

Q: When you’re not at work, what can we find you doing?

A: Camping and fishing with my family.

craziest paint spill you ’ ve had to clean up ?

Building relationships with both his staff and his customers is what continues to keep Brian motivated. “I think that’s what really draws customers to our store. We remember customers’ names, carry their packages, and are always smiling. That’s what we’ve always done and what we’ll always do.”

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DAILY MIX | ALLPRO TALKS 16 | September/October 2022 | ALLPRO INDEPENDENT

This year, Dan marks 35 years with Benjamin Moore & Co. We caught up with the down-to-earth Chairman and CEO to talk about why he entered the industry, who helped him along the way, and the special - and successful - working relationship between Benjamin Moore and ALLPRO.

Benjamin Moore’s Chairman and CEO Dan Calkins celebrates 35 years with the company

n 1987, Dan Calkins, Benjamin Moore’s current Chairman and CEO, started at the bottom of the paint manufacturer’s ladder - spending six months at the order desk in Chicago, Illinois, before moving to St. Louis, Missouri, to work as a sales trainee. Over the course of his career, Dan has made many more moves (including Texas, Indiana, Colorado, and New Jersey), and held various positions (everything from district manager to director of business development to president of global sales, and more) before reaching the top rung.

Dan Calkins: My dad was a high school teacher in [Cary, Illinois]. My mom was a stay-at-home mom at the time. Later in life, my mom went back to work and that’s kind of how I got connected into the paint business. My mom was a quality control chemist for True Value paint company — their factory was in my hometown. I started working there in the summertime late in high school and through college. [After graduating from Northern Illinois University,] I started applying for jobs, and Benjamin Moore saw that I had worked in a paint factory for a number of years. They thought it was a good basis for someone to start a career at Benjamin Moore.

AI: That career has now spanned 35 years!

AI: Over the course of your career, you’ve held a variety of positions and moved at least eight times. Can you tell us a little bit about some of the sacrifices that came with new roles?

AI: How has Benjamin Moore supported ALLPRO and contributed to their success over the years?

DC: I think that you have to have skills and competencies and all those things, but if you’re not able to convey and transfer knowledge, inspire, motivate, and be passionate about what you’re doing, where people see it, it’s difficult to lead. I think if you lead that way, it makes its way through your business and more people treat [other] people that way. And it’s somewhat contagious in a positive way. People want to be around people who are excited about what they’re doing, care about what they’re doing, and passionate about what they’re doing. For me, I like people, I’m sociable. I like hearing from them what they’re doing, why they’re doing it. I like to learn from them. And so that’s how I lead.

DC: Moving and uprooting is incredibly disruptive to your family. My wife and I decided a long time ago that we were going to work together and be good partners and I couldn’t be more fortunate in that regard. She’s been very supportive of my efforts at Benjamin Moore, as have my kids. Most of our moves were when [my kids] were quite young — we didn’t move to New Jersey until they were both out of high school.

DC: Next year (2023) will be Benjamin Moore’s 140th anniversary and since day one, we’ve partnered with the independent channel. And we plan on doing it for the next 140 years. There’s such a high level of interdependence — Benjamin Moore needs the independent channel to be successful and I truly believe the independent channel needs a strong Benjamin Moore to be successful. And so, we need each other. We have to rely on each other and understand that our retailer network is extremely good at what they do, and we have to be supportive of that. And we need their support in supporting our brand and the way it needs to be positioned. For 140 years, the recipe, for the most part, has worked extremely well. The independent network today is as strong as it’s ever been in my 35 years. And Benjamin Moore is as strong as it’s ever been in my 35 years. I’m happy to have been here and seen that happen over the last decade or so. That type of growth and how things are going wouldn’t happen without each other. It just wouldn’t. And our relationships are strong right now. We have the utmost respect for

AI: What were your career goals when you started at Benjamin Moore?

ALLPRO Independent: what influenced you to work in the paint business ? what were some steps that led you to benjamin moore ?

Thank you. Sometimes I feel proud and honored and happy and then I kind of feel old. So, it’s kind of a mixed blessing if you know what I mean. Benjamin Moore really is the company I spent my entire adult life at since I was 22 years old. And it’s been a great place for me and my family. I feel very fortunate. It’s not a very normal story anymore where someone starts at the lower level of the company and is able to work all the way through it and make it to the top. And I don’t mean that in a braggadocious way, I just mean that it’s just unusual today.

DC: Honestly, when I first started, I was such a young guy. I got married very young - I was 20, my daughter was born when I was 22, and about two weeks after I started at Benjamin Moore, my son was born. And early on, to be 100% honest, it was about making a living and supporting my family. I didn’t think that long term. I’ve always taken my job seriously — my parents were good role models and had good work ethics, and I just knew work was important. After being at Benjamin Moore for three or four years, I realized what a great company it was. I liked what we did as a company, supporting the independent channel, and decorating stores, and such. And I thought, you know, this is a good place for me, and I think I could do well if I put my head down, learn, listen, and grow. I think I could be here for a long time.

DC:Congratulations!

Sepember/October 2022 | ALLPRO INDEPENDENT | 17

AI: How have your past positions and experiences shaped you as a leader?

I do expect results, I’m a bit of a driver, I’m probably not the most patient person in the world, but at the same time, I am empathetic. I realize that people do things differently than I do and it doesn’t mean that it’s wrong. They have to do it how it works for them to get it done and I have to be okay with that.

AI: What has been a key to your success?

DC: I’m a big believer that the success of any company, whether it’s one of our retailers or a bigger company, like Benjamin Moore, comes down to the people. We can have great products, we can have a great website — those things are important, but if you have great people doing great things at the right time, those things happen. So, I do really focus on people relationships.

AI: Do any specific ALLPRO connections stand out over your 35-year tenure?

DC: I think that the number one thing I would tell a young leader is to listen to what other people are saying and try to [understand] what’s important to them before responding, versus responding based on what’s important to you. The other thing is that I think people need to trust themselves a little bit more and be less risk averse. I don’t mean reckless, but less averse. Life’s a long journey and I really do believe in nothing ventured, nothing gained. You may get knocked down but get back up and keep going.

18 | September/October 2022 | ALLPRO INDEPENDENT

AI: Tell us about the connections you’ve created through the paint industry.

DC: Over the last 35 years, the relationships that I’ve built with people at Benjamin Moore are equally as important as our dealer network and retailers across North America. They’re a big part of my life because it’s all I’ve ever done. And I’ve got friends, whether it’s in Canada or California, Colorado or New York City, Boston or Chicago, all related to this business, and I’ve learned lots of things from them. That’s helped with my growth.

DC: During my first territory in Austin, Texas, I was 23 years old, and I [had been working] for Benjamin Moore for 18 months, but I hadn’t been on a sales territory yet. I’d worked in the offices, and I knew our products and I knew a lot about Benjamin Moore, but I didn’t really know a lot about new dealers. I didn’t know a lot about painting contractors or maintenance accounts or [who] our dealers really sell to. And the dealer [in Austin] was the first new account I ever opened. They now have five stores since opening in 1991. At that time, they only had one store. And [the dealer], who is probably 10 to 12 years older than me, had worked for Sherwin Williams for 12 years before buying his own business and deciding to put Benjamin Moore [products] in [his store]. Every Friday, we worked together in downtown Austin, Texas, making calls to the University of Texas, the hotels, the hospitals, the school districts, painting contractors, office buildings. I had no idea how to do that. But this customer took me under his wing and really mentored me and showed me how to be successful at making that type of sales call. I see him all the time — he’s a member of ALLPRO and I see him at the ALLPRO shows. I say he’s like my surrogate dad when it comes to the paint business because he made such a big impression on me early on in my career and really gave me some fundamentals and instilled some discipline in me on how to go about doing things the right way. And you know, I’m still so grateful for him.

AI: What is your best advice for a young leader?

the independent channel. We get up every day and think through the lens of, if we do this, how does it affect the independent channel? And so, we’re very fortunate that we have a clear strategy. We love working with the partner we’ve chosen.

A: My favorite paint color is relatively boring, but I love it. It's Gentleman's Gray.

A: In the summertime, I really like to golf. In the wintertime - I don’t do it as much anymore because where I live - but I like to ski. And I love live music.

Congratulations, Dan Calkins. We applaud the determination and effort you have demonstrated during your 35 years with Benjamin Moore. Thank you for the support and the impactful contributions you have made to both ALLPRO and the independent channel. We look forward to seeing all of the great things we know you will accomplish in the upcoming years!

Q: What do you like to do in your free time?

Sepember/October 2022 | ALLPRO INDEPENDENT | 19

Fast Five:

Night on the town or stay in? Night on the town

“Trillion Dollar Triage” by Nick Timiraos

what ' s the last concert you attended ?

Best advice ever received?

Don’t forget where you came from Last book you read?

Q: what is your favorite paint color?

Favorite thing about New Jersey? Fall foliage

Baseball or football? Football

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Forget Christmas, Thanksgiving, or the Fourth of July, Grant French from Shenandoah Paint prefers hosting a party for all his valuable contractor customers.

While there is no rule or right time of year to host a pro or contractor show, certain times of year will definitely work better for your customers. Chat with your top contractor clients to determine the best time of year – even time of day – that will work with their schedule. Steer clear of the busy season when your guests will be involved with projects or on holidays, and consider the best timing for presenting new products, selling supplies for the upcoming season, and offering sales and promotions.

Joe Helm from Helm Paint & Decorating agrees. For Joe, a pro show is all about building relationships and creating value for the contractor. While the activities, promotional avenues, and party planning have changed over the last 30 years, the intent to nurture customer relationships remains the same.

To coordinate with his stores in both Louisiana and Texas, Joe creates an event schedule in January and includes both small and large events throughout the year.

“That’s the point,” Joe says. “We take their business seriously.”

“In our store, we generally have done a spring show in the April/ May timeframe,” Grant says. “Days can be a little bit cooler – it’s not quite hot enough to sell a lot of exterior stuff just because

Anatomy of a Successful Pro Show

INDEPENDENT | GROWTH

Time of Year

spring in Virginia can be a little rainy.”

Spring is an ideal time to sell to key customers and contractors working on houses in the real estate market and projects in the educational and post-secondary sector.

“Through the college town, there’s a lot of work that goes on over the summer when the kids are out of school. So, a lot of the bigger contractors flock to these universities and campuses to complete those projects,” he says.

“The pro show is my favorite day of the year!”

What makes a pro show both special and successful? We sit down with ALLPRO members to find out all the important aspects of throwing a memorable and profitable pro show.

“To be successful in the paint business, at least in my mind, you have to be invested in your customers from top to bottom,” Grant explains. “So, when I can get all of my customers here on one special day, it’s like having all your best friends in one place at the same time. You get to know these people, you know their families, you know their businesses and that’s what makes it special.”

22 | September/October 2022 | ALLPRO INDEPENDENT

At Shenandoah Paint, the pro show is held before the busy summer season.

“What we do at the end is we give you a blue ticket and that blue ticket goes into the door prize draw,” Taylor says, adding that the vendors support the event by providing prizes like roller buckets and paint, with Cole’s Hardware also giving away a larger prize item like a grill or tickets to nearby Pocono Raceway.

In the same breath, Helm says that they host large events in both spring and fall, getting vendors involved in order to expose products to the market. The company also makes use of the bowling alley across the street to invite contractors for a pro show post-work.

“It allows our customers to become familiar with the company,” Joe explains. “Find out what we can do for you.”

“Three to six is the sweet spot for some of these guys,” he says.

“It’s one of those events that we do off hours, so we do it five, six o’clock at night off site and we do it in a facility where we have caterers come in,” Taylor adds.

“When they walk in the door, we give everybody a five-gallon bucket that has a shirt, some samples, and some other goodies,” Taylor details. “We also put order forms and what we call a punch card in that bucket.”

Once you’ve determined when you’ll host your contractor event or pro show, it’s time to start party planning. Do you want to pull out all the stops and throw a big bash or keep it small and exclusive? Cocktails and hors d’oeuvres or beer, pop, and brats? While Shenandoah Paint puts on a big lunch spread at their store for their valuable customers, Cole’s Hardware rents an event space to connect with their customers.

Throughout the room, they have stations set up with their most supportive vendor partners. Guests are encouraged to talk to vendors and suppliers about the products and try the products in exchange for a hole punch on their punch card.

When contractors attend Shenandoah Paint’s pro event, they receive tickets that they fill out with their name and number.

“That does a couple things,” Grant explains. “Obviously, it lets me know who came to the pro show — even the employees of the contractors — which is really nice. But we also have [door prize] draws every 15 minutes. We make a little bit of a production about it, you know, amp up the excitement with it and really have fun with it.”

The team at Helm Paint & Decorating are experts at hosting everything from small intimate events to large parties with a plethora of people. According to Joe, their Hello Helm Day is planned throughout the calendar year and hosted at the store, with special demos, food, drinks, and giveaways.

Cole’s Hardware guests also get plenty of chances to walk away with freebies from suppliers and big-time door prizes.

“We really picture this as a thank you event to our best customers,” Taylor Cole from Cole’s Hardware, says. “Whether it be a university that we deal with, a hospital, school districts, our contractors, whether it be builders or painters, we invite around 200 guests in total.”

While holding the event during work hours works well for contractors coming to Shenandoah Paint, Cole Hardware’s approach brings out customers and their spouses and families.

“We’ll give away some paint products,” adds Grant, referring to his store’s spring event. “And the last couple years we’ve given away tickets to a Major League Baseball game, which has been very popular.”

Beyond a delicious meal — breakfast is another popular option for contractor pro shows — your event should entice your guests to attend and then capitalize on having their attention. Offer a range of activities that introduce attendees to new products, encourage participation, and build connections with store staff and supply representatives.

PhotographyCooksonDerekIstockphoto,

Sepember/October 2022 | ALLPRO INDEPENDENT | 23

Activities & Offers

Size and Scale of Event

In the bucket Cole’s Hardware provides event guests is an order form with discounted product above and beyond the basic tier savings that customers might already receive.

“One of the big universities always [puts in] a big order because over the summer they’re painting in their facilities,” Taylor says.

Taylor points out that receiving orders on the night of the event can be difficult since it’s already a full evening, so the store extends the offer.

win,” Joe states. “You only have a limited amount of time to talk to a customer.”

Grantreputation.”andhisteam

“We’ll have our employees at the store make a call list and we just go down the list and call and invite people and tell them some specials and some of the things we have going on, and that we’d love to see them there,” he explains. “While we’re on the phone, we’ll ask them if they have a project we can help with or any questions about any products.”

“We’ll create some flyers and hand them to contractors when they come in the store, and then every month we create a statement letter for our contractors,” Grant details. “I will list all the details about the pro show - when it is and some of the prizes and giveaways.”

“I found the best way is just to talk it up with the [customers] when they come in the store,” he says. “You start building the excitement and it’s organic. And year after year, it builds on itself and gets a good

When it’s time to invite contractors and large customers to your pro show, there are a myriad of ways to get the word out. While posters around the store, social media posts, and email invites are popular and highly effective, Shenandoah Paint also uses their monthly statement letter to communicate important show information.

also go the extra mile to call their top customers and personally invite them to the show.

Another option is to generate excitement by having your staff talk about the show and invite contractors in person.

“It kind of lags on until later the next week or the following week,” he says. “So we give customers a few days or weeks to put in an order. It’s challenging to see the payoff that night, but, throughout the year, we get all this excitement.”

Sales and Results

In addition to making sales and bringing in orders, Helm Paint & Decorating focuses on retaining loyal customers and developing new “That’sconnections.howyou

At the end of the pro show day, the goal is not only to thank and give back to contractors for their support of your business, but it’s also to build relationships and generate sales. While it can be tricky to track and measure the success of a pro show, a bit of planning ahead of time can bring in orders during or after the show dust has settled.

Invitations & Marketing

24 | September/October 2022 | ALLPRO INDEPENDENT

CREATE AN ANNOUNCEMENT THAT COMPELS ACTION

Lastly, don’t forget to practice promoting the products before the product launch. The more comfortable your team feels talking about the product, the better the end result.

New product launches for contractors

introductions:making

And while many contractors are spending time online and have a social presence, it’s important not to discount the power of a straightforward press release or email campaign. These avenues are still highly effective in generating chatter and increasing traffic for new products.

BRING YOUR SALES TEAM ON BOARD

ith all the new and tried and true products taking valuable retail space on your store shelves, the competition is tight. Do contractors go with a product they’ve used for years and meets the mark, or do they try the newest trend that promises better coverage, easier application, or saved costs? These are pretty compelling questions for your customers who are looking to meet or expand their business needs.

So, how do you present new products to busy contractors who are only interested in changing routines if it means it improves their bottom line? Consider a new product launch. By following a few steps, you can make your launch a success and add recently released merchandise to the top of contractors’ purchase list.

26 | September/October 2022 | ALLPRO INDEPENDENT

In our current tech-savvy world, social media and your store’s online space is the perfect place to spread the word and create some pre-launch hype. Any and all images and videos (reels are the current trend) are ways to engage with your audience and communicate information about upcoming and newly released products. Interested in taking your announcement a step further? Include a hashtag to use across all social platforms or run a fun giveaway for a chance to win the new product.

INDEPENDENT | PRODUCT LAUNCH

Your sales and marketing team needs to be educated, engaged, and encouraged about the products. In order to bring everyone on board, plan an internal product launch with your team before releasing the merchandise to the end user. During your internal launch, train your sales staff or invite the supplier in to educate your team on the ins and outs of the new products so that they not only feel comfortable talking about them, but they are excited about and believe in the product. This might mean getting your employees to test out the paint, try out the new merchandise, and make personal opinions about what makes the product stand out above the rest. Consider the improvements that will impact contractors if they switch or purchase the new products.

Whether it is an email campaign, store signage, advertisements, or social media, it’s important that your message covers all the critical information and ignites excitement. No matter how innovative or advanced your new product might be, if no one knows about it, it’s useless. Come up with a catchy headline, convey the added value the product provides, fill your customers in on key details, include the release date, and then make your case for conversion, encouraging your customers to better understand how the new product might benefit them and their business.

INCLUDE TESTIMONIALS

Approach loyal and returning customers to provide the store with their opinion after their purchase or encourage them to try a sample and then post their testimonial to your website, add it to the product card, and share it on social media.

HAND OUT SAMPLES

MAKE IT EASY TO BUY

Host a launch party complete with sales, samples, and lots of snacks! If your contractors receive an invite and it feels exclusive or they’re receiving something in return, it may entice customers to attend and engage in the new product or promotion.

Sepember/October 2022 | ALLPRO INDEPENDENT | 27

Consider developing a product card to highlight your product’s top features and show how it stacks up against its competitors in the industry. Use information from sell sheets and include pricing information that outlines the difference in cost for contractors, so they can easily compare and contrast their favorite brands.

Providing delivery and follow-up check-in advice will be appreciated by contractors who have questions or concerns about the product.

Incorporating vendor and product reps in your event will help build relationships and provide expert product knowledge for your customers. Allow reps to set up demonstrations so that your customers can try out the product and understand all of its benefits.

The best results happen when sales staff generate conversation, listening to what the customer has to say and answering questions about the product. By looking and listening, you can determine what product benefit is most important to the contractor and if the item suits their needs.

Lastly, encourage the customer to try the product and communicate what they like or don’t prefer about the product.

Once your sales team is trained on the new products, provide them with a platform to generate great sales results. An in-store demonstration can turn sceptical shoppers into positive purchasers.

PROVIDE MARKETING COLLATERAL

If you really want to make your merchandise memorable, invest in additional collateral material like fun and functional items that your customers can use – pens, small and inexpensive tools, or sundry items (stir sticks, brushes, t-shirts) with the new product logo, hashtag, or website.

Ask your audience to help you promote and sell your product by providing a testimonial. A testimonial could be the key selling point for a contractor – if they know that the product works for other businesses, it gives them confidence that the product could also be successful for them.

The promo material should be available from sales staff, in key areas of the store in close proximity to the product, as well as online for all customers to access.

If you’ve ever bought a food item at Costco after sampling it at a taste test station, you know how important it is for end consumers to be confident about their product purchase. In the same way, offer contractors samples of your newest store offerings, encourage feedback, and build brand awareness. Product sampling not only makes the item stand out in a cluttered market, but it also enables contractors to try the paint or sundry items without the risk of a wasted purchase. Switching products can be a risk and a big commitment, so allowing your customer to engage with the item and build confidence in its effectiveness and ability to deliver ROI for their business can be a positive step for your product launch.

Contractors are busy going from site to site and project to project, so the easier you make it for them to purchase new products, the better.

Streamline the path to purchase by assigning a team member to each contractor or each launch and having a direct mode of contact to put in an order. Similarly, you’ll want to feature the new product on your e-commerce site and have an accessible way to purchase online.

OFFER IN-STORE DEMONSTRATIONS

CREATE HYPE WITH A LAUNCH PARTY

If a launch party for a particular new product isn’t feasible, consider combining all your new products into one launch day or incorporate the introduction at your pro shows or other events.

Feedback from testimonials may not always be positive, but at least it’ll provide insight into areas where the product needs improvement or why you may not be making sales.

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It’s official: Texts are not just for personal use anymore! With this guide, we’re taking the guesswork out of short message service (SMS) marketing.

With more and more platforms available for marketing, it can be challenging to reach your audience in an effective way. Enter text messages, which are becoming an increasingly popular marketing tool that can be used in conjunction with your existing marketing efforts. Since most people can receive text messages on their phones, you can easily reach your audience where they spend a large portion of their time.

INDEPENDENT | SMS MARKETING

Grow your business With text message marketing

32 | September/October 2022 | ALLPRO INDEPENDENT

OPT-IN AND OPT-OUT FUNCTIONALITY. If a customer is already engaged enough to want to hear more from your company, they can opt-in to receive SMS messages from you. On the flipside, they can also opt-out if they no longer want to receive messages.

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A DIRECT LINE TO YOUR CUSTOMERS. Texts are often read immediately or within minutes after they’re received, meaning quick action may be taken by the customer. With open rates for SMS estimated to be as high as 98%, they are much more likely to be read than email. Customers can read texts at their own convenience, and many consider them less intrusive than other marketing tactics.

AN AFFORDABLE MARKETING OPTION. There are plenty of SMS marketing platforms available for businesses of all sizes. You also don’t need to account for hiring a graphic designer, etc. It’s as simple as developing your message and hitting ‘Send’!

ABILITY TO TARGET AND PERSONALIZE YOUR COMMUNICATIONS. As with email, you can segment recipients into different groups, such as where they are in their customer journey or common characteristics, to better target your content.

TEXT MESSAGE MARKETING OFFERS A NUMBER OF BENEFITS FOR BUSINESSES, LARGE AND SMALL:

INCREASED CUSTOMER ENGAGEMENT - AND EVENTUALLY, LOYALTY. Text messages can be sent throughout the duration of the customer lifecycle, helping you build relationships and ensuring your business is accessible before, during, and after their purchase.

CONSIDER ANY LEGAL REQUIREMENTS

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DON’T SET IT AND FORGET IT

GET THE RIGHT INFRASTRUCTURE IN PLACE

While SMS marketing doesn’t require a lot of time or resources, your job doesn’t stop after you send a message. Don’t ignore the wealth of data available. Track metrics and trends, determine your return on investment, and continue to tweak your strategy to keep improving your SMS marketing efforts.

ASK YOURSELF QUESTIONS

The message can be as simple as an appointment reminder for your window treatment or color specialist, to an automatic text after they have abandoned a cart while online shopping, to a way to collect more detailed feedback and engage with your customers. For example, you can use SMS to send a welcome message, announce a time-sensitive sale or promotion, share exciting news about your company, promote a new product, reward loyal customers, ask for feedback after a recent visit, provide shipping updates, or even send a personalized birthday message. Pro tip: SMS marketing is a great way to reach painting contractors with product launches, specials, and helpful tips!

Considering the answers to those questions, talking with your team about your customer base, thinking about the types of messages you want to send, and determining frequency and timing can all help you formulate a comprehensive strategy.

Finally, always include a strong call-to-action to prompt the recipient to take the next step.

What are our goals? How might SMS marketing help us improve our business? Is another channel more appropriate for the message(s) we want to send? How can SMS work in tandem with our existing marketing channels?

What to include in SMS marketing

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If you’ve decided to move forward with SMS marketing for your business, there are numerous options to choose from depending on the size of your audience and the features you need. Fellow ALLPRO members may even have recommendations based on what they have used for their SMS marketing.

DEVELOP A STRATEGY

Similar to email marketing, SMS marketing has specific regulations around consent and consumer privacy in the United States, like the Telephone Consumer Protection Act and CANSPAM Act. Familiarize yourself with any relevant requirements and set up your business to ensure compliance and permission when collecting customer information and sending out messages.

How to get started

As with any marketing tactic, it is important to ensure a plan is in place before you begin. We’ve compiled a few tips to help you get started with SMS marketing:

When it comes to SMS marketing, the sky is the limit in terms of the actual content; the key consideration for a successful message is brevity. With limited space available to capture a customer’s attention, you must keep messages to the point while still identifying yourself and providing value.

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Often referred to as the heart of the city, the famous San Antonio River Walk is a crucial part of the city’s cultural fabric, a stunning area lined with bars, shops, and other tourist-friendly stops. Also worth a visit is Pearl, a trendy district with a reputation for some of the greatest food in the area. It’s also home to a Culinary Institute of America campus, one of only three in the U.S.

Finally, enjoy the sights and flavors of old Mexico at the Historic Market Square, a three-block outdoor plaza of restaurants, stores, and stands that make up the largest Mexican market in the U.S. Pick up everything from handcrafted artwork to apparel. If you want to venture outside the city, you can unleash your inner cowboy in the town of Bandera, about an hour from San Antonio. Known as the Cowboy Capital of the World, Bandera boasts dude ranches, horseback riding, rodeos, and more.

Destination:

INDEPENDENT | STOCKHOLDER MEETING

The venue has everything you need for a luxurious, relaxing stay and an introduction to the city’s authentic culture (complete with on-site Café Bocadillo for your caffeine fix, handcrafted cocktails and craft beer at the bar, and Tributary, the signature restaurant serving delicious local fare).

Though you may not want to leave the gorgeous property, there is plenty to do, see, and eat in the rest of the city. A visit to the Alamo, one of the most important historical sites in the country, is an absolute must. In 1836, the Battle of the Alamo took place at this now-renowned site. San Antonio is also home to the first - and only - UNESCO World Heritage Site in Texas, which includes a group of four Spanish colonial missions (and the Alamo) that is worth a visit for history buffs.

his fall, the ALLPRO family will gather in San Antonio, Texas, for our annual stockholder meeting. On top of the activities and networking opportunities we have planned, attendees will have the chance to discover a city steeped in history with a vibrant cultural scene.

Outdoor adventures abound in San Antonio. If you are intrigued by breathtaking natural wonders, pay a visit to the Natural Bridge Caverns, one of the largest caverns in Texas. Explore the lush

The Marriott Rivercenter is newly renovated and offers restyled hotel rooms, both an indoor and an outdoor pool, and a premier location in downtown San Antonio. Located on the San Antonio River Walk, the hotel and adjacent convention center are within steps from delectable dining, superior shopping, and exciting entertainment.

Brewery fans will want to check out the Little Rhein Prost Haus on the River Walk, with a huge selection of pours. The Alamo Beer Company serves a dose of history alongside its beverage offerings. And Ranger Creek Brewing & Distilling offers award-winning bourbons and brews.

Between the planned activities, comforts at the Marriott, and your own exploring, the stockholder meeting is sure to be one to remember. We look forward to welcoming you!

38 | September/October 2022 | ALLPRO INDEPENDENT

grounds of the San Antonio Botanical Garden or enjoy a short trip to the tropics at the Lucille Halsell Conservatory. There are also plenty of spots to hike, bike, or paddle in the city’s many green spaces and parks.

Texas retailer road trip San Antonio and surrounding communities are home to many ALLPRO members. If you’re traveling by car, we recommend planning stops at some of the stores to check them out and make some new connections in the industry! Texas ALLPRO Members: 1. Ashmore Paint Company 2. Clement's Paint & Decorating 3. Epic Paint 4. Galveston Bay Paint & Decorating 5. Helm Paint dba Texas Paint & Distribution 6. Heritage Paint & Decorating Centers 7. Hill Country Paint & Decorating 8. Landmark Paint & Supply Co. 9. Laredo Paint & Decorating 10. McCown Paint & Supply 11. Murphy Bros. Paint Co. 12. Paint Etc. 13. Paint Warehouse 14. Pintura Paint Store 15. Roberts Decorator Supply 16. Royal Lane Custom Paint & Supply LLC 17. Southwestern Paint Company 18. TCI Coatings 19. Texas Paint & Wallpaper 20. The Paint Center 21. Tri-Country Paint & Spray We’ve compiled our road trip must-haves to keep you safe and comfortable during your adventure: Car charger for your phone Cooler full of yummy snacks & water All required documentation (driver’s license, registration, etc.) Roadside emergency kit PhysicalFirst-aidmap(s)kit Essentials Sepember/October 2022 | ALLPRO INDEPENDENT | 39

• Go in with an open mind. Though a fellow retailer may run a very different type of business than you, you can still share advice or resources, glean valuable bits of information, or meet others through them.

What to pack for your stay

Finally, remember to grab your camera, chargers, power banks, and anything else you need to stay connected and capture memories during your stay.

What’s your favorite part about what you do? And your least favorite?

How long have you been in the industry? How did you get started in the industry? Where is your store located?

If the thought of packing for your trip is stressful, here are a few quick tips to help you pack the essentials (while leaving some room for souvenirs!).

What are your future plans for your business?

Is there anything specific you’re hoping to get out of this event?

San Antonio is known for its sunny weather. Pack your clothing accordingly, with breathable, lightweight clothes. Plan for layers so you can stay comfortable during the day or when the fall temperatures drop at night. Walking shoes are a must to explore the Don’tcity.forget

• Stay in touch! If you have created a connection with someone and would like to add them to your professional network, ask for their contact information.

Networking 101

• Start with people you know. It will be easier to approach someone with whom you share an existing relationship.

Is this your first time attending an ALLPRO event? What are you looking forward to?

Events like our stockholder meeting mark the perfect opportunity to make meaningful connections with industry peers while connecting with old friends. Networking can feel uncomfortable and that’s okay; a little vulnerability can go a long way when stepping out of your comfort zone and forging new connections. We’ve compiled tips to make your networking a little easier - and more productive!

sunscreen, sunglasses, and a hat to protect your skin. Bringing a reusable water bottle is also a good idea!

If you’re stuck on discussion points, start by asking straightforward questions and as you become more comfortable, venture into more in-depth questions like:

40 | September/October 2022 | ALLPRO INDEPENDENT

• Ask thoughtful questions. Everyone loves to talk about themselves if the listener is genuinely interested! Think of questions ahead of time or use our examples below as a starting point.

Have you explored San Antonio? Any recommendations on must-see spots?

• Most importantly, have fun!

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Regan can add colleagues to the list of friends. As an avid ALLPRO NextGen member, Regan has attended the New Orleans and New York NextGen meetings, building friendships with similar-aged colleagues.

“After college, I worked for a large trucking company for four years and realized that I would not be able to live the life I grew up living [if I continued] working in this field. Then my father presented the opportunity to come back and work in the family business.”

5. He’s a snow skier, wake surfer, and pickleball player

Networking with

When he’s not working at the family store, you can find Regan playing pickleball year-round and enjoying a host of other adventurous outdoor activities.

“It’s about relationships,” Regan says. “My grandpa would always tell me, ‘Regan, all you have to do is make friends with your customers,’ and that is still true today.”

4. He’s a team builder

“I bought a couple businesses on the flooring and door, window, and millwork side of our business that just bombed the first couple of years,” Regan says, adding that putting the right people in place made all the difference for the success of the store. “I recruited and built the right team to where [the businesses] have become very successful.”

“In the winter I am skiing, and in the summer I am on a lake or river wake surfing and enjoying the sun.”

AI: What is the last book you read? “Shoe Dog by Phil Knight - that is an excellent book.”

2. He’s following in his grandfather’s footsteps Regan’s grandfather encouraged him to make friends with his customers.

AI: What is your favorite paint color? “In general, I don’t have favorites in anything, [except] NFL football, and that would be the Seahawks.”

Get to know team builder, ski and wake surf enthusiast, and NextGen retail member Regan Myers

While a job as a busboy at Red Robin during Regan’s junior year of high school solidified the fact that he had no desire to work in the food industry, it was working for a trucking company that led him back to the retail paint industry.

“There are many that l still reach out to and run ideas by every now and then,” he explains.

“(My day) can range from meeting with large customers, to training team members, pouring over the financials and key indicators, working with the bank, improving real estate locations, buying businesses, planning for the future, navigating government changes, and trying to keep our team happy.”

AI: What might other NextGen members be surprised to learn about you? “When I was in high school, I played guitar in a band and we rented a recording studio for a week and recorded an album. It was a lot of fun!”

1. He cleared tables before going into the family business

INDEPENDENT | NEXTGEN

Here are five other things you might not know about our NextGen member from Yakima, Washington.

3. He shares the business load with his brother

As the co-owner of Standard Paint & Flooring (a title he shares with his brother, Craig), Regan says that their roles are different, with his brother focusing on the pricing and inventory, and Regan overseeing other business aspects.

Conversation Starters:

46 | September/October 2022 | ALLPRO INDEPENDENT

As a third-generation paint retailer who grew up in the industry under his father and grandfather, Regan Myers brings a depth of knowledge to the NextGen group. With six Standard Paint & Flooring stores under his belt and a business mind bursting with ideas and drive, Regan is currently increasing his investments outside of the core business to be more diversified and support his stores no matter what the retail climate.

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House!Open 50 | September/October 2022 | ALLPRO INDEPENDENT

INDEPENDENT | FINAL COAT

e were pleased to host an open house at our NE Distribution Center in Sterling, MA, on Wednesday, July 13. In addition to a delicious barbecue with refreshments, guests visited with exhibitors, vendors, and ALLPRO staff, walking away with plenty of product samples, an inside look at the 47,000-square-foot facility, and new and improved connections.

BuyShareGrowLearn Join us for our 2022 Fall Stockholder meeting in San Antonio, TX! We’ve planned a special keynote speaker, breakout sessions with industry experts, exhibits, and plenty of opportunities for reconnecting, networking, and exploring the famed San Antonio Riverwalk and more! San Antonio Marriott Rivercenter | 101 Bowie Street, San Antonio, TX 78205 For more information, log into www.allprocorp.com and click Events. 2022 MEETINGSTOCKHOLDERFALL 2022 Fall Stockholder Meeting Thursday, October 27 th through Saturday, October 29 th 4946 JOANNE KEARNEY BLVD. TAMPA, FL 33619