ALLPRO Independent January/February 2019 by ALLPRO Corporation

ALLPRO

INDEPENDENT j a n ua r y / f e b r ua r y 2 019

Spring Showtime

Retailers will gather in Phoenix for ALLPRO’s annual event

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• M I K E ’S MESSAGE p.2

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GREEN? CHECK!

HOW TO COMPETE

WORK OR FA M I LY ?

ALLPRO member Perspectives wins sustainability award. .

The secret to keeping pace with giant corporate rivals.

How Drake’s Paint balances both.

• MEMBER SPOTLIGHT • in d u stry news

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FR O M U S T O Y O U

Looking Ahead to 2019 By Mike Beaudoin, ALLPRO executive vice president

ach new year brings a fresh start and an opportunity to build on the previous year’s successes. With that in mind, we are very excited about the prospects and opportunities that lie ahead. For ALLPRO, the year really kicks off at the Spring Show, and for 2019, that

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We will challenge even the most successful features of the group to ensure that we are continually evolving and becoming more valuable to our members and suppliers.

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will be at the JW Marriott Desert Ridge in Phoenix. Set against the backdrop of the Phoenix Mountains Preserve, the venue is one of Marriott’s premier resorts. It features two championship golf courses, a full-service spa, an expansive fitness center, three pools, five restaurants and more. It’s no

wonder this is one of the more popular properties among members and supplier partners alike. In addition to having a great venue, we're building on the successes from the past few years and introducing some new features that we think will improve the experience for everyone. For starters, exhibitors are welcome and encouraged to attend the opening breakfast on Thursday morning. Historically, this breakfast was for members only, but we feel it’s a great opportunity to bring the entire ALLPRO family together to celebrate our successes, build camaraderie and learn about initiatives in the works for 2019. We are also planning a nice surprise to open this event. It’s one that will inject energy into the room and get the show off to a great start! A success story that will be carried over to this year’s event is the expanded ballroom space. We’ll have approximately 35,000 square feet, which is plenty of room to accommodate the growing demand for larger booths. Whether you want a small tabletop, a large 50-foot booth or something in between, we’ll have a space for you to exhibit your products or services. We will also showcase several new suppliers this year, giving our members an opportunity to see new products.

ALLPRO Independent

One of the new improvements this year is the ALLPRO App. Last year we partnered with Network People to develop a customized app that would not only provide useful show-related information but also eliminate the need for the member signature folder. We beta tested the app at the 2018 Stockholder Meeting and will roll out the full version at the Spring Show. The primary purpose of the app is to give exhibitors the ability to scan QR codes on member badges, using their smartphone, to record booth visitation and take necessary notes. This will make for a much more efficient process and eliminate unnecessary disruptions. We are working on several (continued on p. 4)

• Volume 2 • Issue 1

ALLPRO Leadership

About ALLPRO Independent

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We are a bimonthly publication dedicated to

Write us at ALLPRO Corporation

Executive Vice President Mike Beaudoin

strengthening the ALLPRO community with

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Vice President of Merchandising Scott Morath

relevant stories and news. Your suggestions,

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January/February 2019 ALLPRO Independent

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Perspectives Wins Local Green Award

exington, Kentucky–based ALLPRO member Perspectives Inc. was recently awarded the state’s only silver-level Green Check certification. Run by Bluegrass Greensource, the Green Check program recognizes local businesses’ green initiatives and helps them expand their sustainability efforts. Becoming a Green Check member isn’t an overnight process: It begins with a personal consultation and the completion of 10 categories on the Green Check Sustainability Scorecard. The scorecard caters to organizations across a variety of sectors, including restaurants, nonprofits, retail and manufacturing. In 2018, Perspectives earned the certification by demonstrating a commitment to increased sustainability

Mary and Jason Taylor accept the Perspectives Green Award.

within its facilities and operations. This includes choosing eco-friendly wallpapers, shutters, cleaning products, stains and low-VOC paints, as well as making physical improvements. They replaced light fixtures with more energy-efficient ones, added ceiling fans and installed energy-efficient thermostats as well as occupancy sensors in restrooms. Other measures included turning off lights that were not in constant use, properly recycling and disposing of old paint for retail customers and in-house operations, and reducing the amount of waste sent directly to landfills. Depending on their sustainability score, each business or organization is encouraged to pursue higher tiers through continued participation and achievement.

• Johnson Paint Company opened its eighth store, located in Portsmouth, New Hampshire. • Salt Lake Paint & Decorating opened its fourth store, located in Farmington, Utah. • Spectrum Paint East opened its newest location in Raleigh, North Carolina. • A & E Paints opened its third store, located in Cape Coral, Florida.

Join us in congratulating our current members who are opening new locations.

• Clement’s Paint & Decorating opened its fifth location in Austin, Texas. • Creative Paint opened its eleventh store, located in Livermore, California. • Sarasota Paint Company opened a new location in Nokomis, Florida. • Canpro Decorating Products continued its expansion: Canpro member Janzen’s Paint & Decorating recently purchased New Era Paint in Portage La Prairie, Manitoba.

January/February 2019 ALLPRO Independent

Norfolk Hardware Helps Restore Historic Boston Farm

his past summer, ALLPRO member Norfolk Hardware of Mattapan, Massachusetts, collaborated with Historic Boston Inc. and the Urban Farming Institute on an ambitious project: Transforming Fowler Clark Epstein Farm, one of Mattapan’s oldest landmarks, into an urban farming headquarters for the city. The farm was purchased by Historic Boston in 2015, and the project was funded by donors, grants and the Urban Farming Institute, a local organization whose mission is promoting urban farming and creating green-collar jobs for residents. But while other organizations and shops (such as Norfolk Kitchen & Bath) provided supplies like cabinetry for the renovation, the project was of special interest to the Norfolk Hardware team: Their original and namesake store was located on Norfolk Street in Mattapan. Working on the project was an opportunity to give back to the community where the company got its start. The farm boasts a rich history in the Boston area: Built between 1786 and 1806, the original farmhouse is located on land that was once part of the Dorchester estate, 330 acres of land owned by three families in the late 18th century. The original house and barn were sold to Jorge Epstein in 1941

and fell vacant in 2013, when Jorge’s widow, Ida, passed away. While the goal for renovating the exterior of the farm was pretty straightforward—create a working farm that could provide fruits and vegetables for the local community, with a main barn that could double as a teaching kitchen and community event space—restoring the inside of the space proved to be more challenging. The designers wanted to maintain the original historic farm and its features, while incorporating a contemporary-looking kitchen. Eric Rainey, kitchen and bath designer and showroom manager at Norfolk, worked with Lisa Lewis from Historic Boston and Barbara Knecht from the Urban Farming Institute to design the kitchen to the specifications of the architect and contractor, M. J. Mawn, of Walpole. They used cabinets by ShowplaceEVO that accented the warmth and charm of the wood floors, and countertops by Cosentino that were installed by Discover Granite & Marble. The results couldn’t be more impressive: The farm now functions exactly as envisioned, attracting new visitors with a modern design that pays homage to the building’s historic roots.

Jones Paint & Glass Keeps Up the Spirit of Giving

ones Paint & Glass in St. George, Utah, always makes an effort to help the local community. But they like to make their contributions a bit more meaningful during the holidays, so the independently owned dealer of PPG Paints recently supported Coins for Kids, a local nonprofit dedicated to providing Christmas gifts to disadvantaged children. Jones Paint & Glass offered a free rock and chip repair to customers who made a donation of $20 or more to the charity. By donating all the labor

and materials for the work, they ensured that 100 percent of the customers’ donations went to giving the children a special holiday season. In addition to Coins for Kids, Jones Paint & Glass also worked with the Marines and the Salvation Army to host a Toys for Tots drive. “It’s a great opportunity to work in a community like St. George, because the people here are really giving,” said Tom Daniels, a division manager at Jones Paint & Glass. “They see the value of our store being open in the community, and they see the value of taking care of people in the community. We enjoy being part of that culture.” Beyond the holiday season, the store continues its giving spirit with year-round charitable campaigns that include donating paint, windows and doors to Habitat for Humanity and regularly working with members of the Boy Scouts of America on Eagle Scout projects. Jones Paint & Glass has also donated materials to a local shelter for victims of domestic and sexual abuse.

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From Us to You (continued from p. 1) enhancements we hope to have ready for the show, based on feedback we received from the beta test at the Stockholder Meeting. Last but not least, we’re revamping the closing dinner party this year. The closing party typically hasn’t been what attendees remember most about the ALLPRO show, nor has it been the best attended event. We saw this as an opportunity to improve and grow attendance. Last year we had a smaller closing party where we gave attendees Disney park tickets. It was well received, and more people stayed an extra night to attend the event. This year we do not have the luxury of a theme park within walking distance, so we decided to bring in the entertainment. I’m not talking about themed games, a DJ or a local band: This year’s closing dinner party will feature none other than Jefferson Starship performing hits such as “Somebody to Love,” “White Rabbit” and more. This should really add an exciting element to the closing party and help us celebrate the group and the conclusion of hopefully another successful show! We are looking at all future shows to see if we can come up with some game-

January/February 2019 ALLPRO Independent

changing closing parties to enhance the excitement and the overall experience. A successful business will always look for ways to continually reinvent its model, and ALLPRO is no exception. We will challenge even the most successful features of the group to ensure that we are continually evolving and becoming more valuable to our members and suppliers. Our shows are just one example of what we are doing to ensure that we perform for the group!

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M E M BER P R O F I L E

Clement’s Paint Thirty-two years and a few months ago, this ALLPRO member left a good job for a better boss: himself.

n 1984, a senior manager for Sherwin-Williams Paints named Clement Ebbo moved to Austin, Texas. He began his career with the company ten years prior and 214 miles away as an assistant manager in the then-small town of Garland. Before long, he was promoted to manager of a small store there, then to manager of a bigger store in nearby Dallas. Then to upper-level management. By 1983, Ebbo had climbed a good distance up the Fortune 500 company’s corporate ladder. But then came Austin. The company asked Ebbo if he would relocate to the old city on the Colorado River known for its live music and for being home to the University of Texas. He said yes, and moved there in April of 1984. It isn’t clear anymore if it was the rousing strains of western swing music wafting out over Sixth Street night-after-night; or if it was that Ebbo rubbed elbows with scientists and students who spent their days questioning things; or if it was just the independent drift that seems to spring from Texas soil like so much black gold. But in March of 1986, Ebbo had had enough of corporate life and decided to open his own business. He discreetly applied for a loan and waited. “In August of 1986, my banker called me at work,” Ebbo said, “and told me my loan had been approved. I excused myself and went down the street to a phone booth–they had them then. I called the district manager and gave him my two-week notice. My company opened in October 1986.” Life as a small business owner turned out to be full of surprises. Like the time, three years later, when Ebbo bought a successful, well-known Austin paint store … for $200. “I was making a call on a hotel in downtown Austin, The Driskill Hotel,” Ebbo recalled. “Driving

January/February 2019 ALLPRO Independent

Clement's employee Robert Martinez rings up customers at the register.

Clement Ebbo (right) with his daughter, Ash, and his son-in-law Scott Lawson (center) in front of the color selector at Clement's Paint.

back afterward, I saw this paint store on the corner of Nueces and Sixth. It was Bradford Paint, a very successful paint and art supply store that had been around for years. I walked in and introduced myself, and a few minutes into the conversation, out of nowhere, the young guy asks me if I’d like to buy the store.” The question caught him off guard. After all, he had just stopped in to say hello. What was this guy talking about? As Ebbo hemmed and hawed, the man blurted a number. “Two hundred dollars.” Now Ebbo was even more confused. “What?” The guy repeated the number. “Two hundred dollars.” Believe it or not, the offer was real and the former assistant manager from Garland bought a new paint store for the price of a few pairs of blue jeans. “I contacted the landlord, who gave me a lease of $1,250 a month, and I had my second location.” As it turned out, the

owner of the store was in big financial trouble and wanted out. When Ebbo took over, suppliers forgave the debts and opened him up as a new account. “That store is still around today and is one of my best stores,” Ebbo said. While Austin has treated Ebbo and his business well, life there hasn’t been perfect. Especially lately. “The toughest challenge I’ve had in business was opening up our fifth store recently. We bought this property and had to demo what was there and build a new store. Well, Austin is booming right now, and the city is short-handed with inspectors.” It would often take weeks for an inspector to show. If the official didn’t approve the work, Ebbo went to the back of the line and the wait was on again. “It took over a year to get the store opened, and it aged me considerably,” he said. What’s more, deep-pocketed competitors don’t make life easy for any paint retailer. When asked how he

January/February 2019 ALLPRO Independent

Ebbo meets with sales rep Steve Steave (left) and contractor Arturo Lozano at Clement's commercial branch.

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I saw this paint store. It was a very successful paint and art supply store that had been around for years. I walked in and introduced myself, and a few minutes into the conversation, out of nowhere, the young guy asks me if I’d like to buy the store.

has kept pace with big corporations who might spend more annually on Post-it notes than one of his stores brings in, Ebbo didn’t hesitate. “What I’ve done to compete with them is simple. I joined ALLPRO. They leveled the playing field for me. When I call a vendor for supplies, I’m part of a group of nearly 300 business owners who own some 2,000 paint

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stores. With that buying power we receive the same amount of respect that Sherwin-Williams or anyone else receives.” Ebbo likes the direction his business is headed. His youngest daughter, Ash, and his son-in-law, Scott, are involved now. They take care of most of the day-to-day stuff, and, Ebbo said, “have brought in fresh ideas that helped the business grow.” Four of his five stores met their sales goals last year. He likes his life in the vital, vibrant and weird South Texas community that bills itself as the Live Music Capital of the World. “I’ve got a poker game every Monday that I’ve played in for the past 30 years with the same group of guys," Ebbo said, adding that he won $50 in his most recent try. “We’ve enjoyed each other’s company and have grown older together. I play golf once a week with a couple of friends at a club we belong to, and my wife Debbie and I travel three or four times a year to different places.” Early in his career, Ebbo had a district manager who said something that stuck with him. Something he’s lived by all these years. “All things being equal,” the man said, “people buy from friends. All things being unequal, people still buy from friends. So make friends.”

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S A L E S & M AR K E T I N G

A World Full of Giants

In the competition for attention that is the modern business world, corporations with deep coffers seem to hold the advantage. So what’s a retailer to do?

ost of today’s small business owners understand the power of sales and marketing. Spreading the word about one’s products has been a part of doing business for as long as there has been business to do. But modern sales and marketing methods can be daunting. They can be so unfamiliar and time consuming that even the smartest, most disciplined managers can end up feeling exhausted and frustrated. The well-financed campaigns of corporate competitors are one of the greatest obstacles for smaller retailers to overcome in the sales and marketing realm. Big-box stores

generally have a massive financial advantage over owners who go it on their own. Lowe’s, for example, announced in January a deal with the NFL that will give the company exclusive sponsorship opportunities over the next several years for events that include the Super Bowl and the NFL Draft. Some reports speculate that the change in strategy is an effort by Lowe’s to aggressively chase Home Depot’s contractor business. Indeed, the first Super Bowl to be played during the new deal takes place in Atlanta, where Home Depot is headquartered. But while Home Depot could be the main target of

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the new Lowe’s strategy, the approach is also likely to impact plenty of ALLPRO members. As a Benjamin Moore vice president told The ALLPRO Independent last year (“Professional Influence,” Jan./Feb. 2018), many local paint businesses have put a heavier emphasis on the contractor business. They’ve hired more outside salespeople and changed inventory practices. Handling this sort of marketing challenge could prove tricky for those retailers. Supercharged branding, though, is not the only advantage big boxes hold over independents. The companies are pushing for myriad legal changes that could add tens of millions to their marketing budgets. The New York Times reported in January on a legal tactic of big-box retailers and other large corporate retailers—such as Target and Walgreens—to trim billions of dollars off their brick-and-mortar property assessments in municipalities around the country. The idea behind the gambit goes like

teamed up to make sales and marketing efforts vastly more complex. All the different ways that retailers can reach their customers have become so technologically advanced that they require ever-increasing amounts of time and manpower to understand, implement and maintain. But the situation is far from hopeless. ALLPRO members across the country and outside of it are thriving. Kelly Scott of Canada’s Barrydowne Paint has been a leader in the area of e-commerce and other electronic aspects of modern sales and marketing strategies for paint and decorating retailers. Scott told The ALLPRO Independent last year (“Paint’s Digital Future,” Nov./Dec. 2018) that retailers might try to look at those technological challenges as opportunities, even with the problems they create. “Most days it feels like we’re triaging—putting out fires or jumping in to save the project or customer that is deemed critical,” Scott said. “With so much going on, it can be easy

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Retailers might try to look at those technological challenges as opportunities, even with the problems they create.

this: The companies’ lawyers claim that the large warehousestyle buildings used by these stores are not useful to any other type of business, so the buildings should be valued as if they were vacant and empty. Even if they house a big-box store that is thriving and profitable. Many state and local officials see this as a tax dodge and are fighting the efforts. The comptroller for the state of Texas wrote a scathing op-ed in 2017 in the Austin AmericanStatesman, calling the practice corporate welfare and estimating that it might cost the state of Texas $3.3 billion a year. The Times article cites an example in Wauwatosa, Wisconsin, where the city assessed a property with a 140,000-square-foot Lowe’s store at $13.6 million. Lowe’s appraised it at $7.1 million. The Lowe’s number, according to the Times, was based in part on the value of buildings nearby that were empty. In the modern business world, large corporations enjoy a one-two punch of political influence and legal hectoring that gives them a big advantage in the sales and marketing game. Adding to the difficulty for smaller retailers that are without such power is that the internet and mobile networks have

January/February 2019 ALLPRO Independent

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to ignore your digital assets and online presence. But if you think of every new site visitor as an opportunity, it is easier to make it a priority.” Facing off against well-financed competition isn’t easy. The success of sales efforts and marketing campaigns is often measured by how many people they reach. If a business has a lot of money, its message can reach a lot of people. For its part, ALLPRO aims to provide a framework by which independents can pool their resources, experience and skills to help one another fight the good fight. Texas retailer Clement Ebbo pointed to his membership in the group as a critical factor in competing with his well-heeled adversaries. Ultimately, independent retailers need to do a lot of things well to survive: Hiring, inventory, outside sales, social media, accounting, sales and customer service, to name only a few. But perhaps the most important thing they need is each other. By developing relationships with other retailers, small business owners can get the advice and support they need to keep the doors open during a crisis. They can compete with and win against even their largest corporate competitors.

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M E M BER P R O F I L E

Drake’s Paint & Supply How the owners of the Medford, Oregon, shop balance business and family.

n the early 1980s, three brothers who ran a painting business in Medford, Oregon, were presented with a challenge: A customer wanted them to use Benjamin Moore paint for a job. In 2018, such a request wouldn’t present much of a problem for a painter, regardless of locale. But in southwestern Oregon at that time, Benjamin Moore paint wasn’t so easy to find. The brothers had to drive to Klamath Falls, about an hour and a half away, to pick it up. They ended up loving the paint so much that they bought a tinting machine and continued to make the long journey to and from Klamath Falls to pick up Benjamin Moore’s tintable bases. Eventually, the brothers noticed that an existing paint store in Medford had gone up for sale, and they bought it as a way of ending that paint-acquiring commute. They reopened the store as Drake’s Paint & Supply in 1984. The painting company that the brothers started continues to this day, although it is no longer affiliated with the store. These days, Drake’s Paint & Supply is run by Dan and John Drake, who are cousins to each other and sons of the original owners. Dan Drake wasn’t really involved in either the painting business or the store as a kid. As a teen who loved woodworking, he thought he might try building cabinets for a living. But when he was 19, one of his uncles asked if he’d be interested in joining the store. “That was the end of my career search and the beginning of my career,” Dan said. Dan’s years as an employee in the store made him wary of hiring family members. “Sometimes family businesses can really wear on family relations,” he said. “I kind of said, ‘Let’s not hire family unless it makes business sense.’” This mind-set stems from a difference of opinion Dan had with one of his uncles back when the former was an employee working under the latter. Dan had some ideas

January/February 2019 ALLPRO Independent

Customers are welcome to relax and peruse color options at the Benjamin Moore Color Studio at Drake's Paint and Supply.

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because we’re a local store, branding ourselves as a local place instead of a big corporation solidified to the public that we’re local, we’re family, and we’re going through the same struggles and accomplishments that most of our customers are going through. .

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January/February 2019 ALLPRO Independent

The exterior of Drake's Paint and Supply, Medford, Oregon.

that he thought would make the store better, but his uncle was not ready to implement those ideas. “I just wanted the company to grow,” Dan said. “It wasn’t that my uncle didn’t want it to grow. I think he was just afraid of change.” Back then, the company relied on an antiquated system of handwritten paper invoices. Dan felt that it was time to modernize that process with a computerized invoice system. He also believed that family tensions were hindering business matters: “I wanted more clearly defined roles so there wouldn’t be a constant battle for power.” At the time, Dan thought it would be best if he left the business. He found his way to Tommy’s Paint Pot in Eugene and worked there for seven years. He insists there was never animosity between he and his uncle: “I understood his position. I think he understood my position. It was never awkward at family get-togethers.” Ultimately, his uncle saw the wisdom of Dan’s suggestions and asked him to come back. And eventually, Dan began to see a future for himself in the family

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ALLPRO helped us by giving us opportunities to work with companies we haven’t done business with before.

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business, something he hadn’t been able to envision for years. “Although, during the recession, I questioned my judgment,” he said with a laugh. Independent retailers know the value of differentiating themselves from the competition with top-notch customer service. But putting more options on the shelves is another way to do it. Since assuming control of the business, Dan and his cousin have added more paint offerings to the product mix as a way of broadening their appeal to the contractor market. They have also marketed the Drake’s name more assiduously than their fathers and uncle did. “We’re a local store,” he said. “Branding ourselves as a local place instead of a big corporation solidified to the public that we’re local, we’re family, and we’re going through the same struggles and accomplishments that most of our customers are going through.” ALLPRO has been a enormous boon to the business, and not just because it has given Drake’s Paint & Supply the ability to purchase at a larger discount. “It’s helped us by

giving us opportunities to work with companies we haven’t done business with before,” Dan said. “And the ALLPRO brand allows us to sell products that our competition isn’t selling.” Given his trepidation about working with family members, Dan said that he and John try to keep the lines of communication open and humming. “We try not to step on each other’s toes,” he said. “I am probably worse at that than he is. He’s pretty easygoing. I tend to be so focused on moving the business in the right direction that I overstep my bounds and have to pull myself back. “I try not to do that, and he tries to let me know in a nice way when I do,” Dan said, laughing.

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I N D U S T RY NE W S

Tax Law Changes for Small Business Owners

ost small business owners look forward to an increase in revenue (and customers) during the holiday season. But the last few months of the year also mean that it’s tax time, and last December, the IRS passed tax reform legislation that affects most small business owners. Not sure how this might affect your bottom line? Here’s a guide to the payment changes, eligible deductions and write-offs to keep in mind before you file. Qualified Business Income Deduction: Many owners of sole proprietorships, partnerships, trusts and S-corps may now deduct 20 percent of their qualified business income on their returns. The new deduction, called Section 199A, was created by the 2017 Tax Cuts and Jobs Act, and is available for tax years beginning after December 31, 2017. Eligible taxpayers can claim it for the first time on the 2018 federal income tax return they file in 2019. Guidelines on how to calculate your deduction can be found on the tax reform section of the IRS’s website, but generally, the deduction is the lesser of the combined qualified business income amount and an amount equal to 20 percent of the taxable income minus the taxpayer’s net capital gain. Visit IRS.gov for more details.

January/February 2019 ALLPRO Independent

Expensing for Depreciable Business Assets: Small businesses can now write off 100 percent of the cost of depreciating assets during the year they were placed in service. This includes machinery, equipment, computers, appliances and furniture with a recovery period of 20 years or less. Fringe Benefits: Entertainment and meals, qualified transportation, bicycle commuting reimbursement, moving expense reimbursement and employee achievement awards are all eligible deductions. While the tax reform for businesses page at IRS.gov lists all eligible fringe benefits, it’s worth noting that taxpayers can deduct 50 percent of the cost of business meals if the taxpayer or an employee of the taxpayer is present. Estimated Taxes: Sole proprietors, partners and S corporation shareholders may need to pay quarterly installments of estimated tax, unless they owe less than $1,000 when they file their tax return or they had no tax liability in the prior year. More information can be found on the IRS’s Pay As You Go page, as well as in Publication 505: Tax Withholding and Estimated Tax.

Why SEO Is a Must for Growing Businesses

great idea, sufficient capital and building a website are essential components of launching a new business. However, all are meaningless unless your site attracts customers. That’s where an SEO plan comes in. An online survey by Fractl and .MOZ asked more than a thousand people about their engagement in and opinions of advertising and marketing tactics. According to the results, products seen in searches, customer reviews and online articles have a positive influence on customers’ buying decisions. That means if you can make your website rank on the first page of search engines, you’ll generate more sales. “It’s a mistake to create a website just to have something printed on your business cards,” said Tammy Harris, director of marketing at Hayward Industries Inc., who handles the company’s digital marketing and e-commerce efforts. “While that is useful, your website can be a much more powerful marketing vehicle: It can attract customers organically by driving inbound traffic. Search engines make it possible for customers to find you.” Starting with Google is a smart choice: According to a study by eMarketer, Google is expected to bring in 80 percent of the net search ad revenue in the U.S. this year. If you’re ready to turn your business into something bigger but don’t have time to take a crash course on search engine optimization, hiring a company that specializes in SEO could be a worthwhile investment. Not sure if it’s a worthwhile expense? Here are six ways to do it yourself: Research keywords. The first step: Search for keywords that are relevant to your product or service. By learning what potential customers are typing into search engines to find your business, you’ll identify your competition and get a general idea of how much traffic you can attract to your site. Look for words with medium to low competition but the highest possible search volume. Include keywords in content and metadata. Once you’ve identified important keywords, incorporate them into your site’s title tag, description tag, website title and content. Get listed in online directories. Submit your company to online business directories, such as Google My Business and Apple Maps Connect. Potential customers will be able to find your business while performing searches using these navigation apps. Not sure which directory is right for you? Hire a service to help you submit your listing quickly and easily. Create backlinks. Linking your website to other sites through directory listings, guest blogging and contributing to forums is a great way to gain prominence in search results. Embrace social media. While some platforms might be more relevant to your business than others, joining Facebook, Instagram, Twitter, Pinterest and LinkedIn is a good idea, as they create opportunities to communicate directly with customers. “These networks can spread word-of-mouth marketing exponentially compared with traditional word-of-mouth marketing,” Harris said. Post fresh content. It’s easy to get complacent about updating your site. However, if you update it frequently with written content, you’ll have a higher chance of Google showcasing your content in search results. “With a service like photography, most sites just showcase photos,” Harris said. “You’ll be a step ahead of the rest if you also integrate editorial content and useful blog articles.”

Percentage of small business owners who want to open a new location ~ Source: 2018 ShopKeep Small Business Pulse Survey

Small Business Lending Turns Digital

reat news for small business owners who need quick and easy access to credit: PNC Financial Services Group has partnered with digital lender OnDeck to extend loans to small businesses online. In 2019, small business owners will be able to apply for a line of credit up to $100,000 via computer or mobile device and receive confirmation within three to five minutes (instead of waiting several days). The deal indicates a new trend in lending, as more large banks are looking for ways to lend to customers online in response to younger companies looking to upend traditional lending. While PNC also partnered with JPMorgan Chase in 2015, other banks, such as Goldman Sachs and Banco Santander, are looking to partner with financial technology companies, a sign that the digital lending trend will continue.

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SPOTLIGHT

SUPPLIER

R E TA I L E R

Springs Window Fashions/Graber

Johnson Paint Company

Wisconsin CEO Eric Jungbluth graberblinds.com

raber Blinds elevated the standard for window treatments in 1939, when founder John Graber invented the Badger Drapery Cane, a sturdy metal bracket designed for hanging venetian blinds. Eight decades later, the company now goes by Springs Window Fashions and has expanded worldwide, building its reputation for excellence by continuously using premium materials and refining the installation process, while maintaining efficient order fulfillment and outstanding customer service. And its relationship with ALLPRO is strong: Member stores are well stocked with its high-quality blinds, shades, shutters, draperies and drapery hardware.

Massachusetts President David Johnson johnsonpaint.com

his third-generation, family-owned business was founded in 1939 by John A. Johnson shortly after his graduation from Harvard University. While the original Newbury Street store made a name for itself by specializing in hard-to-find paint products, the company now has additional locations in Woburn and Waltham, and specializes in decorative faux finishes, the “broken color” technique and private-label glazing liquid. With a customer base that includes corporate clients such as Boston hotels, universities and office buildings, Johnson Paint Company prides itself on its heritage and unrivaled commitment to excellence. R E TA I L E R

R E TA I L E R

Salt Lake Paint & Decorating

Florida Paints

Utah President Carter Jackson Website: N/A

ounded in 1953 by the Perschon family (who owned and operated the Salt Lake City location for 50 years), Salt Lake Paint & Decorating was purchased by Carter Jackson in 2007 and expanded to its Park City location in 2015. While the company currently has three locations in Utah, it has big goals to expand, buoyed by a reputation for stellar customer service and a wide selection of Benjamin Moore, Regal and Aura paints.

January/February 2019 ALLPRO Independent

Florida President Jeff Grasty floridapaints.com ith 29 locations throughout the Sunshine State, Florida Paints was founded in 1960 by brothers Don and Rick Strube, whose father was a founder of Color Wheel Paints. Originally, their goal was to provide an ample selection of paint products and accessories to remain competitive in the industry. Today, Florida Paints is the largest privately held architectural paint manufacturer in the state. The store carries exterior paints and coatings that are formulated and manufactured in Orlando, specifically designed to withstand rain, mildew, wind and the elements, as well as interior products that provide washable, long-lasting beauty.

Hey, ALLPRO members!

What’s Your Story?

Everybody’s got one. Or ten. So let’s hear ‘em.

alling all ALLPRO members: Have you overcome tremendous obstacles to succeed? Do you have a strong opinion about a new trend? Has your job taught you important lessons? Are you well-informed about something important to the industry? Do you have a incredible employee? Have you had an emotional or uplifting experience with a customer? If you can answer yes to any (or all) of these questions, you might have a story we can bring to life in the pages of ALLPRO Independent. Don’t wait. Let’s get started now.

Contact Susie Fontana at susie@allprocorp.com and tell her your story.

•

LAST WORD

And This Years Award Goes To…

s members go about their business during the course of a year, it’s easy for them to see the benefits of being in ALLPRO. What members may not see as easily are the people behind the scenes who keep the group running like a well-oiled color dispenser. ALLPRO executive vice president Mike Beaudoin (bottom image, right) decided a few of those people should be recognized for their tremendous work ethic and steadfast commitment to ALLPRO’s mission. Receiving the group’s second annual Excellence Awards were senior accountant Susan Nichols, (top image, left), west coast distribution manager Harold Beigle (top middle and bottom left) and marketing coordinator Susie Fontana.

January/February 2019 ALLPRO Independent

4946 Joanne Kearney Blvd. Tampa, FL 33619

2019 Network SPRING SHOW &

Learn Buy Have Fun

SALES MEETING Wednesday, March 13 to Sunday, March 17 JW Marriott Desert Ridge Phoenix, AZ

oin us for the 2019 ALLPRO Spring Show & Sales Meeting in Phoenix, Arizona! This year’s event will be held at the JW Marriott Desert Ridge Resort & Spa from March 13 to 17. After an opening reception on Wednesday evening, attendees will have three days to spend at the exhibitions, which will feature special promotions. While visitors are free to enjoy the hotel’s amenities and local attractions in their spare time, they’ll also be treated to a dinner party and live concert on Saturday evening given by the one and only Jefferson Starship. Visitors should plan to arrive in time for the opening reception on Wednesday evening and depart anytime on Sunday.

JW Marriott Desert Ridge 5350 E. Marriott Drive Phoenix, AZ For more information, contact ALLPRO or log in to allprocorp.com and click “Events.”