September/October 2019 ALLPRO Independent by ALLPRO Corporation

Ind epe n de nt September/October 2019

WALK I N G TH E WAL K Build an employee culture that cares like you do M AR K H I S WO R DS Mark Lipton on podcasting, the paint industry, and balancing his passions. M AXI M I Z E YO UR MI NGL E Networking tips for this year’s ALLPRO Stockholder Meeting.

La La

LAND

MAKING THE MOST OUT OF YOUR TIME IN THE CITY OF ANGELS

LET’S GET SOCIAL An ALLPRO® Publication

AT THE MIKE | STOCKHOLDER MEETING

@ A L L PROCOR P

YOUR ALLPRO MI CHAEL BEAUDOI N Executive Vice President ALLPRO Corporation

S P O T L I G H T:

all is typically the time of year when we use the ALLPRO Independent to encourage members to attend the November Stockholder Meeting. Attending that meeting remains important. We accomplish so much of the group’s work at that meeting including: Budgeting, electing board members, assigning new committee members as well as setting the agenda for the year for those committees. Additionally, this year we have a special keynote speaker and professionally designed breakout sessions for advanced education and networking. Of course, we will also have our selling show to enhance the value of the venue for all. But with all the consolidations and industry news that continues to come at a rapid pace, I want to take a moment to underscore the importance of ALLPRO and the need for all members to support the group. ALLPRO is a unique group: as much a culture as a business. The value a member receives from the group comes as much from the many member-to-member interactions that take place at these meetings as it

Sarasota Paint Mallory Paint Store

does from the discounts available. Those interactions leverage the vast experiences members have had, to help each other. This is an extremely valuable facet of membership and one that is continually mentioned by members when conveying how the group contributes to their success. To continue this tradition, ALLPRO invests heavily in the next generation so that they can develop networks and build relationships within the group. Over the previous two years, we have conducted multiple “ALLPRO Universities” that both educate and bring together over 80 of the group’s youngest members. These ALLPRO Universities and other programs we sponsor, start the process of helping members under 40 who are in position to take over leadership of their business, build their own identity, and network. The ALLPRO shows are designed to facilitate this interaction. The venues and agendas are selected and developed to allow for that time to network. When evaluating companies for prospective membership, we look for the cultural fit as much as we do the business aspects so that new members enhance the shows and group more than just financially. In a rapidly changing business climate, ALLPRO continues to evolve. Since 1960 and through all business climates, ALLPRO has helped hundreds of members compete and grow. For the group to continue to succeed it is essential that we have member support. That support comes in a variety of ways

THE ALLPRO BRAND: The ALLPRO brand creates a common identity that can be found only at ALLPRO member

locations. With our 1,700 retail locations we collectively can create a powerful brand that is national in scope, to our common benefit. That brand enhances our position in the marketplace with consumers as well as suppliers; all while creating a competitive advantage. This has been done successfully in the past with other brands such as Craftsman, Rigid, Ace, and Kirkland; all of which developed to serve as a competitive advantage to their stakeholders. With support from members, we can accomplish the same thing.

BILLING THROUGH THE GROUP: It is crucial that members support the group by billing as many of their purchases as possible through ALLPRO. It’s an outstanding way to support the group. The larger our collective volume and the more members who participate, the better our programs perform for members. ALLPRO is structured to allow members to engage suppliers and negotiate any additional needs they may have without needing to move billings outside the group: Our systems can accommodate virtually every scenario! Moving billings outside the group for any reason will weaken our position and inevitably cost members money. This is most evident with our VIP (rebates) that earn the group rebates as our volume grows with our suppliers.

SUPPORTING ALLPRO SUPPLIERS:

ALLPRO vendors are crucial to members’ success. We are selective with the supplier partners we choose and focus on those committed to the independent channel. We need members to rally around our supplier continued >>

16 LA LA Land: Make the Most out of Your Time in the City of Angels

22 Mark His Words: Mark Lipton on Merging his Passion with his Work

18 Maximize Your Mingle: Networking Tips to Wow Them All

24 Let’s Get Social: Marketing in the Digital Age

20 Walking the Walk: Build a Culture that Cares as Much as You Do

28 ALLPRO Pulse: What’s New and Exciting in the Paint Retailer World

28 From Paint Dealer to Change Maker: Diamond Vogel’s Annual Paint-A-Thon, and How You can Follow their Lead!

September/October 2019 | ALLPRO INDEPENDENT | 3

partners and give them an opportunity to earn your business. We continually evaluate our suppliers to ensure we have the best options for members. Of course, we respect a member’s independence but we ask that members give suppliers who have committed to ALLPRO the “first shot” at business opportunities.

ALLPRO DISTRIBUTORS AND ALLPRO WAREHOUSES: When not purchasing directly from a manufacturer and billing through the group, please consider using one of our three regional warehouses or any of the ALLPRO member distributors in your area. Over the past ten years we have added three distribution centers that give us the ability to provide the benefits of distribution while keeping the profit from these transactions in the group. Our collective warehouse volume will reach $15,000,000 in purchases this year and we are planning

a fourth location to service members in the Midwest next year. As current leases expire, we plan to enlarge the warehouses, which will allow us to further help members by stocking more products. Additionally, we have been successful using these warehouses to perform “pool buys” for members, which provide even greater savings. The warehouses are 100% member-owned and all the profits go back to the members through additional investments and rebates. Supporting ALLPRO Distributor members also helps the group since many of their purchases are billed through the group and contribute to our success.

PARTICIPATE IN THE GROUP: Groups such as ALLPRO can only maintain success through an active membership. Attending the shows, engaging the group with your ideas and expertise, sharing concerns, and volunteering for committees

all help to make this group more successful. As we continue to launch new programs such as the healthcare, 401K, ALLPRO At Home and others, your participation and feedback helps to perfect these programs. In many cases it was member engagement that caused us to create these new programs. Our continued desire is to grow our resources and focus them on meaningful programs that enhance the value of your membership. As we head into the 4th quarter and plan for year-end and next year, rallying our members to the basic principles that made us the group we are today continues to be as important as it ever was. Supporting the group increases the value of your membership and your stores. Through your support, we can continue to provide the competitive edge for members while helping you maintain your independence, now and in the future.

September/October 2019 | ALLPRO INDEPENDENT | 5

INDEPENDENTS | ON THE BLOCK

C on grat u lat io n s t o al l t he n ew ad d it io n s to our ALLPRO family!

VOLUME 2 ISSUE 5

KNIGHTâ&#x20AC;&#x2122;S PAINT will be opening their 3rd store in Roseville, CA!

ALLPRO Leadership President Glen Morosohk Executive Vice President Mike Beaudoin Vice President of Merchandising Scott Morath Marketing Coordinator Susie Fontana

LDM GROUP LTD. has opened up a new location: Arthur Westoby & Co. Ltd.

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.

TEXAS PAINT & DISTRIBUTION will be opening their 2nd store in Richland Hills, TX.

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

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SPOTLIGHT | SARASOTA PAINT

sarasota paint

Katie Beyer Photography

avid Jasik of Sarasota Paint never envisioned himself as a paint dealer. In fact, when he was younger, like so many of us when we were children, he wanted to be a rockstar. But unlike most of us who shared his childhood dreams of rockstardom, David made it a little farther than just rehearsing Led Zeppelin air guitar solos in front of a mirror. He spent his early adult life touring around the country playing music, waiting tables on the side. When the restaurant job began to interfere with his gigs in 1983, he started working at a local paint store, which is where he’d spend the latter half of his career. In 1988, his family purchased the store and they ran it as a single store operation. It wasn’t until ten years later that they became a Benjamin Moore retailer after stumbling upon financial troubles. After a brief nine-month hiatus due to creative control issues, and David’s brother, who had been running the store, made his exit from the family business, David’s parents called him to ask him to take over the responsibility. “Can I have my store?” David recalls asking his parents over the line. “You can have your store,” his parents confirmed. David bought his parents out, and has been running the show ever since. In the subsequent years, Sarasota paint has opened up five additional stores, a testament to their success in the Florida market. “I wouldn’t have expanded if I didn’t have the best people. They put their best feet forward every day and that’s what really makes this enjoyable,” explains David. Surrounding himself with the right people allowed David to “step back and work on the business instead of in the business.” For him, having great employees is what sets his stores apart. Sharing a story about a customer who was being poached by a competing store with appealing discounts, David tells us that the customer didn’t even consider switching suppliers. The customer told David, “When I come here it’s like family. You know me, you know my kids, and I know we’re going to get what we want.” For stores struggling with high employee turnover, it’s tough to provide service yielding loyalty of that caliber. David links his success to his high performing staff, saying, “We’re really dialed into the needs of the customer, just as I’m dialed in to the needs of my employees.” But his employees’ exceptional customer service is no coincidence. After expanding to multiple locations, David sought out resources and communities such as coaches, literature, and other industry professionals that made him the leader he is today. One of those communities that David credits for his success is ALLPRO; “I really value the educational pieces that they bring to the table.” But what’s really made a difference

September/October 2019 | ALLPRO INDEPENDENT | 9

for David is being able to connect across state lines with other paint dealers to share their common experience, “We can just share ideas and it doesn’t feel like we’re giving away trade secrets, because we’re all fighting the same battle.” For David, it feels as though all those years ago when he signed up for his ALLPRO membership, he also became a part of a family. In terms of what we can expect to see next from Sarasota Paint, David shares that he is currently working on expanding his

market share through outside sales and the implementation of a new POS system, which will help streamline their software across their multiple locations. One thing we can expect to stay fully intact is David’s commitment to being a devoted leader, both to his employees, and within the ALLPRO community as a whole. “I don’t know what tomorrow holds,” David reflects, “but I know that come 6:30 AM I’ll be at our new location so my manager can have his day off and I can see our loyal customers and meet our new ones.”

Q : F avor it e S por t s T eam? A: My favorite team would absolutely be the Tampa Bay Lightning!

w h at ’ s t h e c r a z i e s t pa i n t

s p i l l yo u ’ v e s e e n i n o n e o f yo u r s to r e s ?

“ SOMEBODY SHOT A BULLET THROUGH THE FRONT WINDOW & IT ENDED UP IN A PAINT CAN ON THE TOP SHELF, SO THERE WAS PAINT ALL OVER THE PLACE. THAT WAS A WEIRD ONE.” ~ DAVID JASIK

Pictured: General Manager, Charlie Larkin & Owner, David Jasik

10 | September/October 2019 | ALLPRO INDEPENDENT

Q : Wh at d o you like t o d o wh en you ar en ’t wor k in g? A: I like to go big water fishing on my boat with my family and friends. Q : Favor it e N et flix s h ow t o b in ge wat ch ? A: I can totally binge out on Wicked Tuna!

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Pictured: [left to right] Area Manager, Brandon Fletcher; Owner, Jim Mallory; Area Manager, Joshua Harrison; and General Manager, Juan Rios 12 | September/October 2019 | ALLPRO INDEPENDENT

SPOTLIGHT | MALLORY PAINT STORE

mallory paint store

Toni Bailey/Bella Nova Photography

ust fifteen years ago, Jim Mallory purchased his first Benjamin Moore store and had four employees working under him. Today, Mallory Paint Store has expanded to a whopping eighteen locations, on track to reach their goal of twenty stores by 2020. This rapid growth didn’t just happen in a vacuum though, it’s in large part due to Jim’s philosophy of putting people, both his employees and his customers, first. After Jim opened his second store in 2008, he was struggling to maintain a healthy work/life balance. “As any small business owner knows, with a second store, you basically cut your profits in half. It was hard to spend time with family when I was still motivated to work. When you’re brand new, you’re doing everything yourself because you can’t afford to pay someone else to do it,” recalls Jim. At that point, Jim found himself at a cross-roads; “I didn’t like what I had become because I liked being behind the counter, and at that point I was just putting out fires and babysitting people basically. So I said either I grow or I retract. I realized if I grew I could add layers underneath me so I could become the boss I wanted to be.” From there on out, Jim opened a few new stores every couple of years, and has steadily empowered his mangers to take on day-to-day operations. “Now, I have no qualms leaving early. Yes, I still work very hard, but I have the ability to go and do what I want to do, spend quality time with family.” That includes a recent deep-sea

diving trip to the Cayman Islands with his son, from which Jim has just gotten back. When Jim reached six stores, he knew he had to make a shift in his managerial philosophy, “With two stores, you can kind of rule it with an iron fist because you work with the guys every day so you can talk to them like you know them, because you do know them! But with six stores, all of the sudden you’re walking into their house,” explains Jim. Jim’s not shy about discussing the work he had to put in to transform to become that boss he always wanted to be. In fact, he claims his biggest success has been his growth as a manager. Jim’s ability to manage these eighteen locations so efficiently also comes down to culture; “I want to build a company where the people are happy coming to work and everyone is striving for the same goal: to win.” This motivation to win is enmeshed in Mallory Paint Store’s values, as Jim makes store numbers available to all employees, fostering a healthy competition amongst his staff. “We’ve built a team of winners,” Jim shares. “I want to motivate people to win, and help them win too.” His motivational tactics have resonated with his employees; his store managers report that they look at the numbers every day and they value the friendly rivalry it encourages amongst one another. It’s clear that Jim’s unique leadership style has played a huge role in Mallory Paint Store’s success. Now, it’s more about empowering the people he’s entrusted to run his business to do what they do best: provide an exceptional sales experience

September/October 2019 | ALLPRO INDEPENDENT | 13

IMAGE

fav o r i t e benjmain moore pa i n t c o lo r ?

“CALIENTE. IT’S HOT, VIBRANT, BEAUTIFUL, & I THINK IT EXPRESSES MY PERSONALITY.” ~ JIM MALLORY to the customer. Jim credits their focus on consistency for driving their impressive growth; “Whether you go into store number one or store number eighteen, the prices are the same and you’ll be treated the same.” Jim prefers to think of his company as “a customer service business that just happens to sell paint.” But no one gets to Jim’s level of success without a little help along the way, for which he praises ALLPRO. “Being able to learn from and share with your peers really elevates your business to the next level.” The relationships he’s been able to build with vendors has been a major asset as well. “I think they have great respect for ALLPRO, so they treat ALLPRO members with respect.”

Jim’s passion for what he does is evident in the way he talks about his business; he holds his employees in high regard and truly trusts them to implement his vision for the stores. Furthermore, he seems to have the flexibility that is so imperative for small business owners to have (in order to remain sane, that is). “I just want to keep growing as long as it’s fun,” Jim says. That being said, we won’t expect Mallory Paint Store to slow down anytime soon. Jim seems to have a firm hand on the wheel of the ship he’s sailing, with one hundred happy employees gleefully on board.

Q : F a vor it e S por t s T eam? A: SEAHAWKS! The only real team. Q : W hat d o you lik e t o d o wh e n you ar en ’t wor k in g? A: H anging out with my family, scuba diving, travel. Q : F a vor it e N et flix s h ow t o b in ge wat ch? A: W hat’s Netflix? I did recently binge The Sopranos and finished it in 2 weeks!

14 | September/October 2019 | ALLPRO INDEPENDENT

LA LA LAN MAKING THE MOST OUT OF YOUR TIME IN THE CITY OF ANGELS

16 | September/October 2019 | ALLPRO INDEPENDENT

ith its signature sweeping hills, swaying palms, and simmering heat, the LA landscape is as iconic as it is beautiful. And this year, to the merriment of independents all over North America, it is the home of ALLPRO’s annual Stockholder Meeting. While there are plenty of workshops and keynotes to keep you occupied and entertained from morning ‘til night, we suspect there will be a few eager to tack on an extra day and explore Tinsel Town and its historic landmarks, epic eats, and trendy neighborhoods. In LA LA Land, it’s easy to get overwhelmed by the sheer magnitude of marvels, so planning becomes the best strategy when it comes to getting the most out of your time on the Cali coastline. We’ve streamlined your search for must-sees and created a cheat sheet for all you adventurous California coasters. Luckily, the hotel hosting the conference, The JW Marriott, is right smack dab in the center of Downtown Los Angeles, making it the perfect starting place for a romp around town, with many hot-spot locations within walking distance! One of which being the famed Grammy Museum, which houses exhibits celebrating LA’s vibrant contributions to the music industry and the iconic Grammy Awards ceremony held annually. In terms of activities and landmarks to scope out, LA has no shortage. Take a trek through Grand Central Market, just a ten minute drive from the hotel, where you can indulge in foods from all over the world. The Last Bookstore is a must-see for the literary-inclined: actual mazes of stacked books occupy the buildings’ second floor. If you’re more of a thrill seeker, ride the slide at OUE Skyspace, but make sure you purchase the tickets (online) ahead of time to reserve your spot! The Santee Alley is a must-see if you’re looking for the authentic LA experience: a famed open-air flea-market offering a range of goodies and potential trinkets for you to take home with you as mementos. If you’re interested in checking out LA’s art scene, stop by The Broad, which houses many modern marvels of contemporary art and also offers free admission. Downtown Los Angeles also boasts a rich and robust culinary scene, with a selection of restaurants that could crunch the whole spectrum of cravings: there is truly something for everyone in this densely cultured urban area. The foodie particularly invested in Italian fare should definitely check out Bottega Louie, an intimate spot with classic dishes sure to wow the taste-buds. The restaurant offers a café and patisserie for take-away as well, but their Instagram-ready interiors will convince you to dine-in. Another popular dinner spot, Faith and Flower, is most certainly worth the mere seven-minute walk (and then some). The restaurant is reported to be redefining contemporary Californian cuisine in LA’s culinary community, with a popular raw bar, wood-fired oven, and a menu inspired by a global influence of flavors and techniques. If you’re looking for a more relaxed atmosphere (or have a game of particular consequence to watch), check out Tom’s Urban, which offers tried-and-true comfort classics, street food fare, and hand-crafted cocktails to help you cheer on your team (and it’s located conveniently on the same block as the hotel). Once you get a glimpse of the Southland’s crystal blue skies, sprawling hills, and perfectly lined palms, it becomes hard to resist the laid-back mentality of the city’s SoCal natives. Many a tourist have found themselves unable to part ways with this dream-like landscape, where it always seems that the opportunity of a lifetime is just a few parties with the right people away. So consider yourselves warned: somewhere between the flower-scented air and beckoning blue ocean, you might find that you don’t want to leave!

September/October 2019 | ALLPRO INDEPENDENT | 17

e z i m i x a M YOUR

E L G N I M 1. SMILE

WE’VE ALL HEARD IT A MILLION TIMES BEFORE: NETWORKING IS THE KEY TO BUSINESS SUCCESS. BUT

SO OFTEN WE FAIL TO MAKE MEANINGFUL CONNECTIONS BECAUSE WE’RE OVERWHELMED, NERVOUS, OR JUST DRAW A BLANK WHEN IT COMES TO GETTING THE CONVERSATION STARTED. DON’T LET YOURSELF GET

LOST IN THE CROWD AT THIS YEAR’S ALLPRO STOCKHOLDER MEETING: FOLLOW THESE

SIMPLE STEPS TO ENSURE YOU MAXIMIZE YOUR MINGLE.

This is the easiest thing you can do to increase your approachability and show people around you that you’re open for conversation and interested in the information being relayed.

2. LISTEN There is a huge difference between waiting for your turn to speak and actually absorbing what’s being said. Although you may feel that you’re being covert about your day dreams, it’s very easy to tell when someone is engaged.

3. SET A GOAL Make it your mission to talk to five new faces (or whatever number you’re comfortable with that still challenges you) and make it happen! Don’t let yourself leave until you’ve met your goal.

4. FIND COMMON GROUND Making authentic connections is a lot easier when you can find a way to establish yourselves as like-minded people. Start asking questions, and eventually you’ll touch on something that bridges the gap.

5. BE CURIOUS The best way to approach asking questions in a way that feels organic is to be genuinely curious. Ask yourself what you’d like to know about the other person, about their business and their methods. When people feel that they have your undivided attention, they are much more forthcoming.

6. COME PREPARED WITH QUESTIONS The ALLPRO Stockholder meeting is a rare opportunity to connect with hundreds of people who all do what you do. What experiences might someone else have had that you could learn from? Think about what you’d like to improve in your business, and ask others how they’ve tackled similar problems.

7. SHARE You’ve likely had your share of successes and struggles, this is your opportunity to use what you’ve gained through these experiences to help others.

18 | September/October 2019 | ALLPRO INDEPENDENT

l ac e s to s e e p p in to

ALLPRO member Catalina Paints has been dominating the LA paint market and now has nine locations! Check out their North Hollywood store while you’re roaming around downtown to see them in action. 7107 Radford Avenue, North Hollywood, CA. 91605

TOP PLACES TO SEE IN LOS ANGELES: A – The ALLPRO stockholder meeting at the JW Marriot Hotel, B – Santa Monica Pier, C – Grammy Museum, D – Hollywood sign, E – Grand Central Market, F – OUE Skyspace, G – Catalina Paints, H – Big Sur, I – Joshua Tree National Park, J – Pacific Coast Highway, K – Long Beach

WALKING THE WALK: Build an employee culture that cares like you do hen it comes to humanity’s relationship to work, Marx got a few things irrefutably right: the human brain is hardwired for productivity. In our careers, or however we choose to channel our energy, we strive to define a sense of purpose within the world: the feeling of satisfaction that we all experience after a job well done. When people find themselves unable to insert their labor into a larger trajectory of progress, they lose that sense of purpose.

Think about the factory workers prior to the introduction of labor unions, who completed the same repetitive task all day long on an assembly line, without ever seeing the finished product and the fruits of their labor. Employees need to feel that their work is meaningful in order to be satisfied in the workplace. This simple equation has been percolating for centuries, and yet, many employers lose touch with its primacy in modern life amidst the everyday chaos of running a business

and all the challenges that go along with it. Everyone simply wants to feel as though their contributions are recognized and appreciated, and it is your job as a manager to create an environment in which your employees can feel the value they are creating within your store. When your staff feel professionally fulfilled and trusted in the workplace, they become personally invested. This personal stake is key to motivating employees to take as much care in your business as you do.

INSTEAD OF COMMANDING, A LEADER INSPIRES. INSTEAD OF CRITICIZING, A LEADER ENCOURAGES. AT THE END OF THE DAY, EMPLOYEES DO BETTER WORK WHEN IT’S COMING FROM A PLACE OF GENUINE RESPECT, ADMIRATION, AND AMBITION. TRANSITIONING TO THIS LESS AUTHORITATIVE STYLE OF MANAGEMENT IS NOT ALWAYS EASY, BUT THE BENEFITS WILL CONTINUE TO MOUNT AS THE CULTURE OF CARING YOU’RE CREATING GROWS. 20 | September/October 2019 | ALLPRO INDEPENDENT

FOLLOW THESE STEPS TO ENSURE YOUR EMPLOYEES FEEL THE IMPACT THEY ARE CREATING WITHIN YOUR STORE:

BE GENEROUS WITH PRAISE: The old expression that you’ll catch more flies with honey than vinegar proves to be true time and time again, and the workplace should be no exception. Instead of moving in reactionary cycles where you reprimand employees for work that isn’t up to snuff, take every opportunity you can to genuinely thank and appreciate the things your employees are doing right. Again, this positive reinforcement fosters a personal investment in their performance. It feels good to be recognized for a job well done, and that in turn creates the motivation to maintain that behavior.

LEAD BY EXAMPLE: Create a culture that reflects your company’s values (these core values should be aligned with your own personal morals, otherwise you’ll have a hard time living by them). Make sure your values are reflected in your actions and the way you run your business. While it certainly helps to ensure your employees are familiar with these ideals through explicit conversation, they are much more likely to imbibe these values if they see them demonstrated by their superiors. Before implementing any changes or even discussing them, address your own behavior first. Modeling the changes you wish to see in your company will make employees more receptive when it comes to rolling out these changes, as they feel this is in line with what they have already seen coming from you. Wait until you feel the change you’ve instigated in yourself has become habitual, and then discuss with your employees.

LISTEN: Value your employees’ input. When employees feel that their voice is being heard and respected, they are more likely to put the same care and passion into their jobs that you do. No matter how hands-on you are in your store and how many hats you wear throughout the day, each and every employee will have their own unique perspective and insight into the business. When you neglect to seek out that input, you also limit the scope of any improvements that could be made. Furthermore, when employees feel included and their opinions validated, they are more likely to invest their energy in implementing change. Without carefully addressing issues from multiple viewpoints, you may never get to the root cause of the issue, and therefore, never find the right solution.

CREATE MORE LEADERS: Rather than demanding and directing, a true leader inspires others to take initiative and become leaders themselves. Being a paint dealer can be an enormously stressful job, so the more trusted and skilled people you have in your corner the better. It’s important to remember that this doesn’t happen overnight: it happens over time by starting small, building trust, and then slowly delegating and empowering others to take on more responsibilities.

September/October 2019 | ALLPRO INDEPENDENT | 21

MARK HIS WORDS Mark Lipton on writing, running a successful business, and merging his passion with his work

and there is a genuine sense of enjoyment apparent in his conversations about the paint industry and its nuances. It’s clear that Mark loves what he does. “It’s an important part of my personality and my business status, so I’m going to continue to explore that in whatever capacity I can,” he remarks. While many professionals are weary about integrating their hobbies and passions into their work lives, Mark felt no such hesitations, “I find that it makes me more contemplative, more enthusiastic about what I do.” Mark credits a good portion of his success in the paint industry to a piece of advice he received from an old friend. The words of wisdom passed along to him were to run even his small business like a big one, to have protocols and policies in place, so that you’re making business decisions strategically rather than tactfully. Clearly, this advice has taken him and Tremont Paint a long way. Now, he hopes this same advice will pay off when it comes to his burgeoning career as an industry commentator. Mark hopes to eventually translate his passion for writing and speaking about the ins and outs of industry into something lucrative, although he remains open minded about the execution: “I think to make that goal a reality I need to keep finding creative ways to connect with independent retailers, share the experiences that I am having—obviously they are feeling some kinship to that because they are reading—and continue to find new ways to help my readers be successful. Because ultimately, that’s what I’m trying to do.”

You can listen to Mark’s podcasts and read his blog at www.markliptonpaint.com

Brendan Hong

22 | September/October 2019 | ALLPRO INDEPENDENT

ark Lipton has a long history with paint. He logged his thirty- first year in the industry this year, but his Tremont Paint stores have been in his family since 1907. Mark has managed to find tremendous success as a paint retailer, but recently, and somewhat unexpectedly, he found himself with a platform reaching five to ten thousand people on a weekly basis, which he uses to disseminate and explore the experience of the paint dealer. Mark professes that he had a proclivity for writing from a young age, but it wasn’t until he became a paint dealer that he was able to find his voice, writing for an industry trade magazine for the better part of the last twenty-five years. After the publication folded in January of this year, Mark was suddenly without an output for his creative energy. Turning to podcasts and blogging was “just the natural progression of things…I just didn’t want to stop writing,” reiterates Mark. “I was planning on writing this for myself, my mother, my fiancé, and my daughter, but now, the numbers are pretty staggering,” Mark says in reference to his ever-growing number of listeners and viewers. “I’m not sure if they were following all along [via his column] or just discovering me now,” Mark admits, but either way, Mark seems humbled that his voice has resonated with so many. “I believe that we’re all hiding a very common experience,” Mark elaborates. “What I’m doing is just finding those commonalities and presenting them in a way that people can learn from them. What my readers get is an enthusiastic presentation of their business lives.” Enthusiastic, indeed. Mark speaks with authority and candor on his podcasts,

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LET’S GET SOCIAL n the modern world, traditional advertising strategies just aren’t enough. This isn’t all bad news though: the digital world is rife with opportunities to expand your brand awareness, drive traffic to your website and through your door, and increase customer loyalty. With social media, you have the chance to engage with your target demographic in real time, providing instant feedback to any requests, and providing your customers with updates on store promos, products, and more. The best part about this brave new digital world is that social media marketing is inexpensive, so, although it can be a challenge to transition away from the marketing mantras of yesteryear, the rewards are worth it. All this conspires to create a strong bond of trust with your customers, increasing their satisfaction and the likelihood that they’ll recommend your store to a friend. The cultivation of a consistent, clear, and visually appealing online brand is crucial to success, but it’s also an opportunity to concretize what your brand stands for and expand your exposure into a new market. For many independently owned paint stores, marketing falls on the owner, and with a million other things on the to-do list, creating an online presence often falls to the wayside to more pressing and immediate concerns. In the present day of emoji languages and memes, the internet has a tendency to feel intimidating and overwhelming, however, when understood, it can be used as an enormously efficient and economic marketing tool. The reality is that most consumers would rather exercise their purchasing power in favor of a company with an engaging online presence than one without.

CON N ECTIN G WITH CUSTOME R S Customer engagement is a great way of increasing loyalty and generating new clientele. Replying to comments on your page and leaving comments on pages with similar content increases your visibility in the digital marketplace and helps to establish yourself in your industry. This also helps to foster a connection with your existing customers, making them less likely to try out other retailers while letting them know you care about their business and their satisfaction with your services/product. • •

Tools like Instagram and Facebook give customers a direct and instantaneous point of contact. This means that if they feel dissatisfied with a product or service, they have a way of reaching out, giving you the opportunity to correct any error or mistake. Similarly, if a customer is happy with a service or product, they might leave a comment on your page, or (best case scenario, because this is free exposure for your brand) post about your product or service on their own page. Interaction and engagement with customers or potential customers helps customers feel valued and included. Having a personalized experience with a company helps turn first-time customers into long-term customers. Social Media platforms also give you an opportunity to learn more about your customer base.

Knowing how to use social media platforms to your advantage can be extremely beneficial for your brand or store for many reasons: IN C R E A S I NG BR AND VI S I BI L I T Y Just as a strong media presence increases your visibility to potential customers, it also increases your visibility to potentially mutually beneficial partnerships. This is a business that is in a related field but not in direct competition with your store. You never know what opportunities are on the horizon until you put yourself out there! • Offers a vessel for your visual or textual content to be shared across demographics to increase your brand’s visibility and validity, increase engagement with existing customers and increase customer loyalty, as well as drive new traffic to your website or store. • Social media also affords you the opportunity to share your store’s promotions/deals, driving traffic into your location. • Offers insight into your industry. This gives you the opportunity to see what your competitors are doing: what is working and what isn’t.

24 | September/October 2019 | ALLPRO INDEPENDENT

NEED A LITT LE INSPIRATI ON? FOLLOW THESE OUTS TANDING MEM BER FEEDS O INSTAGRAM N ! DOUBLE-TA P THEM, THEY MIGHT DOUBLE-TA P BACK! @

Not sure where to start with social media? We’ve got you covered. Use this calendar and customize it to fit your brand to start cultivating a consistent and polished online presence! It’s two weeks long so just rinse and repeat the ideas to keep momentum: Happy Hashtags!

bm_color_ store @dugansp aintfloorin g1871 @proglopa ints @hirshfiel dspaint @gleco_pa int @ricciardib rothers

Monday

Tuesday

Wednesday

Thursday

Friday

#Monday Motivation

Find and follow 3 new Paint Stores today!

#Roomspiration

Follow and leave an encouraging comment on a local designer’s page!

Testimonial

Product Post

Find and follow 3 new Paint Stores today!

#Roomspiration

Find and follow 3 local community pages!

Personal Post

#MONDAYMOTIVATION: Post an inspiring quote or message that feels true to your company’s mission and values. Having an effective online presence is all about creating community, and these opportunities to share your philosophy with followers is an excellent way to build that. You can create your own graphic on a website like Canva. com, or repost one from another user (see *Repost Etiquette to ensure you follow the community guidelines).

images to share on your feed on stock image websites like Unsplash, or you can repost another user’s image (see *Repost Etiquette to ensure you follow the community guidelines). For #Roomspiration posts, whenever possible, try to match the wall color to a paint color offered in your store and include it in the caption. This way you’re inspiring your followers while offering an actionable task (ideally they like the color so much they come in and buy a gallon!).

PERSONAL POST: Did you know that images with faces in them get 30% more likes? Take a photo of one of your staff members and share a few fun facts about them. This helps personalize your brand and allows people to connect their in-store experiences with your online platform. A staff profile is an excellent place to start, but you can also share images of your store, current projects, or anything that you think users would find interesting.

PRODUCT POST: Post an image of a new product you have in store. This is a great opportunity to show off knick-knacks and other décor items (try to choose items that have a particularly pleasing aesthetic). If you’re posting an image of a tool or product in store, provide a brief description of what makes this tool great. Try creating a caption that is informative, but still playful. Captions that are overly long are likely to be skimmed over, so keep it short and sweet.

#ROOMSPIRATION: Post an image of an inspiring interior. Eye-catching images like these ones typically perform well, so posting one a week is a great way to maintain consistency in your posts. You can find beautiful

TESTIMONIAL: A little humble brag never hurt anybody. You’re great at what you do and any prospective customers should know

it! Roughly every two weeks, share some kind feedback you’ve received from your customers. Create your own graphic by making the testimonial quote into the image (again, canva.com is a great option for this and is also easy to use), or simply share a relevant stock image with the quote as the caption. Ensure you thank your customer in the post for providing the praise! PRO TIPS: Even on days when you’re not posting, you should be checking in on your platforms. Reply to comments and engage with pages you’re following! The more you interact with other users, the more likely they are to engage with your posts. *REPOST ETIQUETTE: When reposting another user’s image from Instagram give credit to the original content creator (tag them in the image/mention their username in your caption). Using the hashtag #Repost or #Regram to clarify that you are not attempting to take credit for someone else’s work is also a good idea. For brands big and small it never hurts to send a message to the user to request their consent prior to reposting.

September/October 2019 | ALLPRO INDEPENDENT | 25

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ALLPRO PULSE | INDUSTRY TRENDS Technology: As we forge into the last year in the decade of the 2010s, we can expect that technology will continue to enmesh itself deeper into our personal and business lives. Large corporations will continue to invest in AI software and voice technology to improve day to day operations within their business and the access to big data for market research such investments facilitate. Small businesses are usually slower to pick up on the latest and greatest tech tools due to capital restraints, but it is expected that technology previously reserved for big corporations will trickle into even smaller scale operations. The storage of customer information is likely to become more sophisticated, enabling a higher level of service to be delivered to the customer (privacy concerns will likely amplify alongside this shift). With an increasing dependency on technology, a notoriously fast-paced industry, small businesses are likely to experience greater structural shifts as well.

Housing Market:

Employment:

We’ve seen strong price appreciation over the last year, and this has left many scratching their heads and wondering whether this sharp increase would lead to an unsustainable market. Though there are whispers of 2020 bringing the next housing market crash, as reported by Zillow, the sense among most economists is that it’s best to simply plan for slower growth instead of sounding the alarm. The panic stems from focusing on specific statistics rather than the whole picture. National median home prices are 32% higher than inflation, which is concerning considering the median in 2005 was just 3% higher at 35%, but there are many reasons why a housing market crash isn’t immanent or even likely. In 2005, subprime loans made up 20% of the housing market and totaled over 620 million dollars. In 2015, they totaled just 56 million and made up only 5%. Tighter lending regulations have also decreased the likelihood of another breakdown. Students who opted to invest in their education when faced with a weak job market after graduating high school are also keeping demand down since they are unable to invest in the housing market due to hefty student loans. Many investors have significant hope that the increases in mortgage rates seen in 2017 and 2018 will stabilize over the next few years, even if we do see the interest rate on 30-year-mortgages climb above 5% (as if our economy hasn’t been through worse before). In 2019, we’re seeing home appreciation slow down slightly, and it’s likely that this trend continues into 2020.

Employment is the highest it’s been in decades, facilitating the 4-5% increase in disposable income we’ve seen in the last several years (great news for small business owners). Increases in wage rates have also played a role in the climb of disposable income. Because unemployment is at a record low, the biggest challenge facing employers will be keeping employee satisfaction up in order to retain skilled workers. This means checking in with staff on a more regular basis, providing better benefits, and increasing input and feedback opportunities for workers.

28 | September/October 2019 | ALLPRO INDEPENDENT

E-Commerce: The customer today has more options than ever, and wants seamless, personalized service. Smaller businesses will have to continue to compete with large-scale delivery providers like Amazon, but there is more than one way to go about this. While many small businesses are focusing on developing their e-commerce and navigating the digital marketplace, it’s also a good idea to invest in enhancing the in-store customer experience, something that larger chains can’t provide. Though creating and maintaining an online presence is a vital aspect of any business’ marketing strategy in 2019, technology will not replace the ‘human-touch’ that many shoppers crave. Genuine relationships will always trump technologically rendered ones.

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FINAL COAT | COMMUNITY INVOLVEMENT

FEELING INSPIRED? HERE ARE FIVE WAYS YOU CAN GIVE BACK TO YOUR COMMUNITY!

DIAMOND VOGEL’S PAINT-A-THON: From Paint Dealer to Change Maker his year, Diamond Vogel is celebrating thirty years of involvement in Brush Up Nebraska’s annual Paint-AThon, which mobilizes teams of volunteers to paint homes belonging to elderly, disabled, and low-income individuals. Historically speaking, the paint-a-thon goes back to the origins of the very first settlements in America, when neighbors relied on shared labor to complete the erection of new buildings and homes in the area. In 1979, Colorado created its first official paint-a-thon, with the assistance of Brother’s Development Corporation. Ten years later, in 1989, inspired by this initiative and eager to make a positive impact within their own city, Diamond Vogel partnered with Northwest Bank, ConAgra, and U.S. West to start the Brush Up Nebraska Paint-A-Thon. That year, they painted a grand total of 50 homes. The sponsors created teams of volunteers who sacrificed their time and energy for the shared goal of improving their neighborhood and lending a helping hand for the betterment of others. The following year, Brush Up Nebraska's Paint-A-Thon more than doubled the number of homes painted, with a total of 120, thanks to the inclusion of new sponsors Union Pacific Railroad, ENRON Northern Natural Gas and Northern Border

Partners, and Mutual of Omaha. Over the ensuing years, more and more partners joined the initiative, with the total number of contributing teams stabilizing around 80-85 in 1992. Together, they continued the legacy of this event in the spirit of community coming together for a common-cause through to where we are now. Last year, the programs twenty-ninth year in effect, the total number of homes painted over the years reached 2,800: that's 2,800 lives touched and several communities revitalized with the help and support from companies like Diamond Vogel. The program has also inspired neighboring areas such as Grand Island, Iowa, and South Dakota to create their own affiliate programs, each running under the guidelines established by the Brush Up Nebraska Board. Executive Directors and founders, Sheila and Tom Pettigrew, have publicly expressed their gratitude for Diamond Vogel, who have provided warehouse space, discounts for teams, and supplies over the years. We’re proud to see our ALLPRO members paying it forward and making a positive impact within their neighborhoods. Congratulations on thirty years of giving back, Diamond Vogel! Here’s to many more Paint-A-Thons, and we thank you for the difference your generosity has made in your community and beyond!

30 | September/October 2019 | ALLPRO INDEPENDENT

Donate paint or supplies: Call 1-800-HABITAT to arrange your donation to your local ReStore with Habitat for Humanity (or another charity of your choosing). Community involvement helps humanize your brand, and some stores even accept mis-tints!

Pick a passion project: Organize your staff to execute a makeover of a fence or community building that needs a fresh coat of paint. Giving back will feel amazing on an individual level, but it will also act as a great team-building exercise (volunteerism is great for company morale)!

Sponsor a Local Sports Team: Keep an eye on local papers and platforms for sports teams that need sponsoring for uniforms or out of town tournaments. Partnerships like these are also great exposure opportunities for your brand.

Donate old wallpaper/fabric swatches to schools or daycares: They are always in need of materials for art projects and crafts. Not only will this clear some clutter out of your store, but you can rest easy knowing the out of use material will be put to use rather than simply tossed in the garbage.

Set up a donation portal at your store: As a team, choose an organization that you and your staff respect and value, and encourage employees and customers to make small donations. You could easily turn this into a promo or contest too by creating an incentive or drawing from the names of contributors for a prize!

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2019 FALL STOCKHOLDER MEETING Thur. November 7th to Sat. November 9th JW Marriott LA Live, Los Angeles, CA

Join us for our 2019 Fall ALLPRO Stockholder meeting in LA at the JW Marriott! We’ve planned a special keynote speaker, breakout sessions, exhibits, and plenty of opportunities for collaborating and networking with other members and our supplier partners. These meetings help our members gain valuable expertise and knowledge that enhances business operations and maximizes membership. Something amazing happens when our community can all come together in one place, and we hope you can be a part of it this year!

JW Marriott LA Live | 900 Olympic Blvd, Los Angeles, CA 90015 For more information, conact ALLPRO or log in to allprocorp.com and click “Events”