Contractor Advantage November / December 2017 by Espress Labs Inc.

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ENERGY EFFICIENCY: THE FUTURE IS NOW JOBSITE SAFETY: CHANGES AND GROWTH

Columns Inside Money Matters Supplier Spotlight Product Platform Design Talk

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Castle Building Centres Group Ltd. is a Canadian member-owned, Lumber, Building Materials and Hardware buying group representing over 300 member locations across Canada.

Contractor Advantage Magazine is the exclusive publication of Castle Building Centres Group Ltd. featuring quality Castle vendor brands available at Castle Building Centres locations. Visit castle.ca to find a Castle location in your area.

Editorial Director Castle Castle Building Centres Group Ltd. Jennifer Mercieca Publisher - JAD Media Group Inc. Dan Alexander Managing Editor Teresa Christine Art Director Daniel Polsinelli Contributors Teresa Christine Lawrence Cummer Melissa Campeau

Advertising Inquiries Jennifer Mercieca Director of Communications Castle Building Centres Group Ltd. 905-564-3307 jmercieca@castle.ca

NOVEMBER / DECEMBER 2017 Volume 22 Issue 6

Material Contact Maryam Bashir Marketing Coordinator Castle Building Centres Group Ltd. 905-564-3307 mbashir@castle.ca Published and designed exclusively for Castle Building Centres Group Ltd. by JAD Media Group Inc.

About Contractor Advantage

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Contributors

Lawrence Cummer

Melissa Campeau

Lawrence (“Law”) Cummer has more than 20 years of experience writing for trade periodicals, businesses and communications agencies. He writes on topics ranging from contracting and construction, to general business, to information technology, personal finance and occupational safety, and has been a frequent contributor to Contractor Advantage since 2009.

Melissa Campeau is a Toronto-based jounalist who regularly contributes to such publications as Yardstick, the OUR HOMES series of magazines, Mortgage Journal, Financial Post and National Post. She lives in Toronto with her husband, seven-year-old son and two-year-old puppy.

Andy Slipher Andy Slipher is founder of Slipher Marketing, a consultancy where strategy comes first, followed by tangible marketing results. He is an accomplished strategist, interim CMO, speaker and writer on marketing strategy. He is marketing segment lecturer for SMU’s accredited Bank Operations

Institute for professional bankers, and for the Independent Bankers Association of Texas (IBAT). Andy’s forthcoming book is The Big How: Where Strategy Meets Success. For more information, visit www.Slipher.com.

Evan Hackel Evan Hackel is CEO of Tortal Training, a firm that specializes in developing and implementing interactive training solutions for companies in all sectors. Evan created the concept of Ingaged Leadership and is Principal and Founder of Ingage Consulting, a

consulting firm headquartered in Woburn, Massachusetts. To learn more about Ingage Consulting and Evan’s book Ingaging Leadership, visit Ingage.net.

Brad Dicks Brad Dicks is the social media marketing manager for IKO North America. With more than eight years of experience in digital and social media marketing communications, he has offered training, coaching

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and guidance on digital marketing strategy to help clients in the United States and Canada. For more information on IKO, please visit iko.com.

Contributors

Whatâ&#x20AC;&#x2122;s Inside?

7 News & Notes

What has Changed About Marketing in the Last 100 Years?

11 Money Matters

Why Training Means a Lot to Millennials

29 Supplier Spotlight

PPG Architectural Coatings Canada Inc.

39 Product Platform

Premium products from Castle Vendor Partners

45 Tech Talk

2017 Marketing Tips for Small Businesses

Energy Efficiency: The Future is Now Energy efficiency in new homes, and the building science and materials to achieve it, continue to evolve in leaps and bounds.

51 Design Talk

The Colour Black is Back for 2018

30 Jobsite Safety: Changes and Growth To keep workers safe, standards, certifications and training continue to evolve.

On the Cover Photo courtesy of Velux Canada

Contents

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News & Notes

What has Changed About Marketing in the Last 100 Years? Written by Andy Slipher

In 1975, the Federal Communications Commission (FCC) issued a largely overlooked ruling that allowed earth-orbiting antennas—satellites—to be used for broadcasting television over large areas. Around that same time, a little-known regional broadcasting network called Home Box Office (HBO) took notice, and decided to use the FCC’s landmark decision to begin distributing its own programming via satellite. HBO’s innovative move would have a ripple effect that would spill over onto the landscape of marketing. Soon, satellite networks proliferated, and with them, marketers’ ability to target in ways that were never previously possible. Since that time, there has been so much technological innovation that marketers are faced with choices beyond measure. It can be blinding and bewildering for anyone charged with allocating marketing dollars on behalf of a business. And, this very issue is what has caused marketers to go awry. This is an age of unprecedented communications,

News & Notes

and yet many still struggle to connect with one another. But this problem is not the real problem. The true problem is that too many marketers have failed to recognize that only one thing has changed in marketing in the past 100 years—technology. That’s it. Yes, you now have social media and tweets and followers and apps and branding and re-marketing and analytics and focus groups and ROI and CRM and customer personas and digital and so on. It’s all certainly true. But, what has enabled nearly every bit of it is technology. So prolific is the role of technology in marketing that it has become for some an alluring distraction. Panic and peer pressure set in, and organizations pursue the latest and the greatest technology-based marketing tactics without taking the time to thoughtfully consider a strategic approach. As legendary philosopher and strategist, Sun Tzu once put it, “Tactics without strategy is the noise before defeat.”

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Marketing must ultimately get the product or service into the hands of the customer – a real person. Marketers need to realize that it is way too easy to distract ourselves (via technology) away from what is centrally important in marketing—generating a sale to a real person and, hopefully, repeating that process again and again to her or his delight. Marketing strategy is not so much about a plan, but a system. Build your marketing (including the sale) around a strategically-based, customer-centric system, then technology becomes a true and valuable tool, and not a distraction. If you want to plan your marketing communications on a more strategic level and with a more integrated and seamless approach, consider the following methods and means to do so:

Strategic Marketing Plan Full-on marketing guidance–someone asking the right questions and enabling you to think critically about your industry, business, customers, competition, brand and marketing activities. A strategic marketing plan answers both, “What are we trying to do?” and “How are we going to achieve it?” in a thorough, resolute way that doesn’t miss a lick (broad-to-specific). It facilitates a systematic way of measurably and methodically moving your business’s overall marketing activities from point A to point B.

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Strategic Brand Plan Marketers love to talk branding these days, but few truly understand what a brand is. At its core, a brand is simply a (strong) promise. Everything after that is embodying the promise or not. A brand plan helps an organization answer the why’s and how’s of their brand in a way that actively demonstrates its value.

Vision Your organization needs to aspire to something greater in order for its marketing to become something that inspires others. Sometimes there is no unifying or inspiring vision– an expression of what an organization aspires to reach or become in the next five to ten years. Other times, a vision reads as flat, academic or long-winded. A good vision statement isn’t fluff. Rather, it helps all stakeholders reach to something higher. In conclusion, plan your marketing. Know who you are, what you want from your marketing and how you’re going to achieve it.

News & Notes

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Money Matters Photo courtesy of Spectrum Brands

Why Training Means a Lot to Millennials Written by Evan Hackel

There is no denying the shift in workplace demographics and the changing respective needs that go along with that. In previous years, when baby boomers took their first “real” jobs upon entering the workforce, their demands and expectations were ridiculously low by today’s standards. On their first day on the job they got an employee handbook that they perhaps scanned later that night. Company training, if there was any, was minimal. For the most part, they accepted the idea that in the first few weeks or months on a new job they expected to “learn the ropes” by making mistakes. When it came to promotions, most boomers were equally willing to proceed by trial and error. Was there feedback? Of course, there was. There were quarterly, semiannual, or yearly job reviews that usually followed the script of the times. In short, many baby boomers were happy to toil away in “black boxes”, learning jobs and building careers in a loose

Money Matters

way that would seem absurd to the members of today’s younger millennial workforce.

Millennials Have Far Different Expectations and Demands Boy, have things changed. Today, most millennial workers would object strenuously to the same kind of conditions that baby boomers (and members of the generation that preceded them) often found themselves in. Ample research documents that millennial attitudes are different. One major study from Gallup, “How Millennials Want to Work and Live,” reports the following findings: • 60% of millennials say that the opportunity to learn and grow on the job is extremely important. In contrast, only 40% of baby boomers feel the same way.

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• 50% of millennials strongly agree that they plan to remain in their jobs for at least the next year. That might sound like a big percentage, but 60% of members of all other groups plan to stay in place for at least a year. Baby boomers and others are planning on sticking around, while millennials are weighing their options.

Learning and Training Are Key to Retaining Millennials and Maximizing their Productivity Findings like those, and many more, document that millennials are more likely to stay engaged and in their jobs if they have opportunities to plan their career paths and learn. The following trends support this finding and reconfirm the importance of investing money short term in training millennials for the long haul: • Millennials like to feel capable and confident in their jobs. Millennials do not like to feel like rookies. Many think of themselves as leaders – or as leaders who are waiting to be discovered. They want to look good, and thrive on being able to confidently contribute from the first day they arrive

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on the job. The right kind of training—both for new and current millennial employees—makes that happen. • Millennials are usually skilled students. They like to apply the learning skills they built while they were in school. To them, learning feels as natural as eating three meals a day. As the Gallup study found, they are eager to learn. In contrast, getting baby boomers to believe in training can be a harder sell. They tend to view training as a burden, something they have to endure. Millennials say, “Wow, when can I start?” • Millennials are tech-friendly. Most of them love to be trained on their mobile phones and tablets, which are the most powerful training options available to many companies today. The result is better knowledge transfer, even to groups of employees who work in multiple or far-flung locations. Baby boomers, in contrast, are more tech-resistant. They are likely to freeze and resist when they hear they are going to be taking company training on their smartphones.

Money Matters

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Training is the Place to Build Millennial Productivity and Retention A lot of training focuses on teaching needed skills. It should. But training can accomplish a lot more than that, if you use it to establish some of the following things that many millennials are looking for: • Mentoring relationships with their supervisors. Gallup found that 60% of millennials feel that the quality of the people who manage them is extremely important. With that in mind, your training for new employees can set up mentoring, not reporting, relationships between them and their managers. Explain how often check-ins and job reviews with their managers will happen, and what they will cover. And schedule frequent check-in rather than “on the calendar” pro-forma reviews that both managers and the people they manage find boring, or worse. • A sense of belonging on an energized and innovative team. This is a bit of a contradiction, but at the same time millennials think of themselves as individualist entrepreneurs, they also

Money Matters

expect to be part of an interesting team. Letting millennials get to know their teammates during training, and fostering a sense of team/group identity, can help convince them that they have joined the right organization. • A well-defined career path. Consider creating a personalized career development plan for all new employees (the exception being seasonal or other short-term workers who will probably not remain with your company for long). Another idea? Enroll new employees in management training programs from their first days on the job. In retail, for example, you can enroll them in training that will enable them to manage their own stores in two years, or after another stated period. Millennials like to know their next steps as they build their careers, and training is a fine place to explain them. Yes, training is important to millennials. They are the most energized, skilled and capable generation ever to enter the workforce. Train them well and they will become your organization’s brightest future.

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ENERGY EFFICIENCY: THE FUTURE IS NOW

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Feature Story: Energy Efficiency: The Future is Now

Energy efficiency in new homes, and the building science and materials to achieve it, continue to evolve in leaps and bounds. Written by Lawrence Cummer

Photo courtesy of Velux Canada

CONTRACTOR ADVANTAGE NOVEMBER / DECEMBER 2017

As building energy codes become stricter, and consumer energy costs continue to climb, energy efficiency in new homes is becoming more than a luxury. Ever-more energy efficient houses are becoming the necessary norm, according to industry watchers. This new norm along with federal and provincial codes and standards and consumer demand, are at the heart of the movement towards them. It’s a movement driving innovation from building product manufacturers. “The code requirements that are coming into place between now and 2030 are

forcing a higher performance in all fenestration products, and that’s forcing us to have a more energy efficient product, which is great,” says Russell Ibbotson, Technical Manager and VELUX Canada. In insulation, says Gino Allegro, Canadian Sales Manager for building products company Johns Manville, “stricter standards and code changes have gone in the past years from a planning stage to an adoption stage, and are now entering the enforcement stage.” Allegro notes that work by him and his peers in NAIMA, the North American Insulation Manufacturers Association,

in promoting standardizing on higher R-values in building is ushering in improved energy efficiency and ultimately helping achieve net-zero-energy (NZE) homes. In the end, though, it’s not only government and regulators asking for energy efficient new builds. “Energy efficiency in new homes has become a key priority to everyone,” says Jean-François Cote, Director of Standards and Scientific Affairs at Suprema and Resisto. “Beyond government standards and energy codes, people are increasingly inquiring about Passive House certified Photos courtesy of Johns Manville

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Feature Story: Energy Efficiency: The Future is Now

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windows, and Net Zero, and Green Building and LEED,” says John Arsenault, Director of Sales for Peter Kohler Windows and Entrance Systems. Kohler recently became one of a select few Canadian manufacturers to be certified by the Passive House (Passivhaus) Institute, a rigorous standard for energy efficiency in a building with orgins in Germany. “We have engineers working with consumers and builders who are now very about, for example, the type of Low-E used in windows, or window orientation.” “We never got inquires like that 10 years ago.”

Feature Story: Energy Efficiency: The Future is Now

The Skinny on NZE Net-zero-energy homes represent the current brass ring in energy efficient building. Put simply, a NZE homes generate as much energy as they consume over a year. While they have existed for years, they’ve been custom built and far more expensive than traditionally-built abodes. Times, however, are changing and with them come innovations in building science. “It’s not a question of if, but when, netzero-energy homes will be the standard,” according to Andy Goyda, Canadian Builder Lead and Market Development Manager at Owens Corning Canada.

WHAT IS R VALUE? R-value is the measure of a material’s thermal resistance, the ability of heat to transfer from hot to cold through it. The higher the R-value in insulation or building material, the more it prevents heat transfer.

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NetZero picks up energy efficiency where past standards such as R-2000 left off. In 2015, Owens Corning joined with buildABILITY Corp. in working with five leading builders to construct 26 NZE houses to demonstrate the feasibility of net-zero construction. It’s part of a project funded by National Resources Canada (NRCan), with nearly $2 million supporting the technical design and engineering of the houses.

Conservation First In the construction of NZE homes, such as the NZE Reid's Heritage Homes that was completed in Guelph, Ont., in the fall of 2015, focuses first on reducing energy use, then on creating it through means such as solar panels. “Affordability is achieved through conservation first before generation,” says Salvatore Ciarlo, Architectural Solutions and Technical Services Manager at Owens Corning Canada.

To that end, use of high R-value insulation solutions, and windows and doors, and wall systems play a part. But they must be viewed holistically as a system. Homeowner comfort and lifestyle also plays a major role. For example, over the last 15 years, the window-to-wall ratio in residential housing has nearly doubled, according to Lisa Bergeron, Government Relations Manager for JELD-WEN Canada. “Homeowners want more natural Photos courtesy of Jeld-Wen

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Feature Story: Energy Efficiency: The Future is Now

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light and need to be comfortable in their highly glazed homes.” Bergeron notes that the path to netzero homes combines high-performance triple-glazed windows, better insulation and air-tightness as well as rightsized mechanical systems. “Windows really are the biggest opportunity in the building envelope,” Bergeron says.

Lifestyle and Air Quality “It has to be a whole-enclosure approach,” Cote says of the need to view the entire building envelope holistically. As that building envelope becomes more air tight, however, issues of ventilation and air quality inevitably crop up. Meeting the dual objective of building homes as air-tight as possible for energy efficiency (and sound), while

ensuring air is transferred through effective air exchangers is critical. “We saw homes in the ’80s built too tight without the proper ventilation system. People got sick,” Cote says. “With today’s air exchangers and heat exchangers, it’s now possible to build very air-tight while at the same time having ventilation and comfort.” While a good, insulated house wrap

Photos courtesy of Resisto

Feature Story: Energy Efficiency: The Future is Now

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Photos courtesy of Velux Canada

Before Skylights

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can tighten the envelope, Cote suggests that often builders miss sealing the overlap, letting small amounts of air find its way into the wall. As well, as the structure becomes more air-tight, the flashing and air barriers around fenestration products becomes even more crucial.

Let the Sun Shine in Energy balance is key, Ibbotson says. “That’s a little bit harder than just looking at thermal efficiency. “You want heat gain in the winter, which is good, but heat gain in the summer is bad.”

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It goes into product development and design for companies like his. For example, Ibbotson stayed in a net-zero test house last year, and used the estimated energy during the summer of 2016 because of night cooling by opening skylights. In addition, the natural light from skylights, or where appropriate sun tunnels, of course, reduces electricity associated with lighting. A mere 14” sun tunnel can illuminate a 250-sq. foot room. “Daylight also provides comfort, because it’s the full spectrum of light. It effects your alertness, and how readily you go to sleep.

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While energy costs loom large for homeowners, experience is still paramount. Most building techniques and solutions to cut energy use also improve comfort, create consistent warmth from room to room, and can cut down on outside noise. “People are spending more time in their homes, and that needs to be considered in new construction,” Allegro says. “Comfort is such an integral part, beyond just making things energy efficient.”

Feature Story: Energy Efficiency: The Future is Now

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CONTRACTOR ADVANTAGE NOVEMBER / DECEMBER 2017

JOBSITE SAFETY: CHANGES AND GROWTH

To keep workers safe, standards, certifications and training continue to evolve. Written by Melissa Campeau

NOVEMBER / DECEMBER 2017

CONTRACTOR ADVANTAGE

Feature Story: Jobsite Safety: Changes and Growth

On the jobsite, nothing is as important as safety. That basic belief is the motivation behind revised safety standards, improved training programs and new certifications. From sweeping changes to national accreditations, to province-by-province shifts in training requirements, here’s a snapshot of just some of the jobsite safety news and developments across the country.

COR/SECOR While the voluntary Certificate of Recognition (COR) and Small Employer Certificate of Recognition (SECOR) accreditation program is not new, it continues to gain traction. The program rewards employers who take a strategic approach to workplace safety and are committed to reducing both the human and financial costs of workplace injuries, with a financial incentive through partnerships with the WCB Partnerships in Injury Reduction program. The Alberta Construction Safety Alliance (ACSA) notes that it’s now relatively common for Alberta corporations to expect contractors bidding on projects to hold a valid COR. And the BC Construction Safety Alliance (BCSA) reports that COR has become a mandatory certification for BC Hydro subcontractors, conducting high-risk work. Given BC Hydro’s size and reach, the BCSA calls this change a significant turning point in the industry.

NCSO This past July, the Canadian Federation of Construction Safety Associations (CFCSA) approved changes to the National Construction Safety Officer (NCSO) designation. Based on a new standard by the CSA Group, the revised designation will offer consistency between provinces and will replace a range of similar — and sometimes confusing—provincial credentials. With the new designation, NCSO holders will be able to work as safety

CONTRACTOR ADVANTAGE NOVEMBER / DECEMBER 2017

officers anywhere in Canada and be able to service as internal auditors for the COR program. For employers, this designation allows for greater confidence when hiring a pool of experienced and consistently accredited safety professionals.

Communication Training a Priority in Alberta In a message to its members, the ACSA noted the importance of communication for maintaining a safe workplace and

NOVEMBER / DECEMBER 2017

said this need was the motivation behind new training to support construction owners and operators. The association enlisted the help of professionals in the field of occupational health and safety ethics, and communications, to develop the program. The end result is a two-day training course first launched in January 2017, called Communication & Ethics for Safety Leader, thatâ&#x20AC;&#x2122;s industry leading and the first of its kind in the Alberta construction industry.

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Working at Heights / Elevated Platforms Staying safe while working at heights is a top-of-mind concern in many regions across the country. In Ontario, for example, the provinceâ&#x20AC;&#x2122;s Chief Prevention Officer mandated specific training for this area, requiring a standard for the courses and registration for trainers. However, training en masse took some time to implement, says Randy Dignard, President and CEO of Industrial

Feature Story: Jobsite Safety: Changes and Growth

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Trainers, Inc. in Ontario. For a while, workers with certifications from previous courses were grandfathered into the program. The deadline was changed, too, to allow more people time to complete the course. “Part of the problem was that there weren’t enough training providers,” says Dignard. “When you consider that there’s a limit of 12 people in each course and only a certain number of registered providers, and that some companies have hundreds of people who need to take the course, it took quite a while to get everyone through that process.” The final deadlines has passed now, and Dignard adds, “The only

NOVEMBER / DECEMBER 2017

acceptable accreditation in Ontario now is Working at Heights and anyone caught without the right certificate could be fined $200.” Other provinces are updating their Working at Heights training standards, too. In Manitoba, for example, the Construction Safety Association of Manitoba has developed a training standard that outlines the minimum requirements for all Working at Heights training programs and providers in the province. Next, the province intends to review its standards for specialty training programs in areas including scaffolding and working in confined spaces. In Ontario, new standards for people

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who work on elevated platforms such as scissor lifts prompted new mandatory training. Now, training certification expires after three yeas. “Prior to this change, our certification cards used to say ‘recommended recertification date’ but now they list an expiry date,” says Dignard.

Mandatory, General Training (Ontario) “The big thing coming down the pipe— that’s going to affect the entire industry in Ontario—is a legislation that says that anyone going onto a construction site has to have a construction and safety awareness training,” says Dignard, who notes the course (which doesn’t yet have

Feature Story: Jobsite Safety: Changes and Growth

CONTRACTOR ADVANTAGE NOVEMBER / DECEMBER 2017

an official name) will likely involve a full day of training. “It will be mandatory training for all workers in Ontario, and it’s entry level; just an introduction to health and safety duties and responsibilities, how to report injuries, and what your employers should be doing for you,” says Dignard. Workers will be required to take the course, even if they will only be on the jobsite a short while, and their certification will never

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expire. “For those who are just coming into the industry, they’ll likely find something new in it,” says Dignard. “But it’s likely going to cause some kickback in the industry, too, if you consider that every employer will have to send all their people to this course, and pay them for a full eight-hour day when they’re not on the job.” It’s the nature of the construction industry that safety standards and regulations will continue to evolve, adapt

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and improve, requiring more and more of employers when it comes to staying on top of requirements and recommendations. “In Ontario, for example, there have been more legislative changes in the construction sector in the last five years than in the previous 25 years, combined,” says Dignard. “It’s certainly a challenge, but in the end what we’re all working towards is a safer outcome for workers and that’s always worth the effort.”

Feature Story: Jobsite Safety: Changes and Growth

SIDEBAR

Where to Find out More Alberta Construction Safety Association

http://www.youracsa.ca/

Manitoba Heavy Construction Association

http://www.mhca.mb.ca/

ASP Construction Association

http://www.asp-construction.org/

New Brunswick Safety Association

http://www.nbcsa.ca/

BC Construction Safety Alliance

https://www.bccsa.ca/

Newfoundland and Labrador Construction Safety Association

Canadian Federation of Construction Safety Associations

http://www.nlcsa.com/

http://cfcsa.ca/contact.html

Northern Safety Association

Construction Association of Prince Edward Island

Northern Safety Network Yukon

http://www.capei.ca/

http://www.yukonsafety.com/

Construction Safety Association of Manitoba

Saskatchewan Construction Safety Association

http://www.constructionsafety.ca/

http://www.nsa-nt.ca/

http://www.scsaonline.ca/ Saskatchewan Heavy Construction Association

Infrastructure Health & Safety Association

http://www.ihsa.ca/Homepage.aspx

http://saskheavy.ca/

Provincial Regulatory Information Northwest Territories and Nunavat Alberta

http://humanservices.alberta.ca/documents/WHSLEG_ohsc_2009.pdf

http://www.wscc.nt.ca/node/2474 Nova Scotia

http://www.gov.ns.ca/lae/healthandsafety/pubs.asp

British Columbia

https://www.worksafebc.com/en/health-safety/education-training-certification

Ontario

http://www.labour.gov.on.ca/english/hs/laws/regulations.php

Manitoba

http://web2.gov.mb.ca/laws/regs/annual/2006/217.pdf

Prince Edward Island

http://www.gov.pe.ca/law/regulations/pdf/O&1-01G.pdf

Newfoundland Regulations

http://www.assembly.nl.ca/Legislation/sr/Regulations/ rc120005.htm

Quebec

New Brunswick

Saskatchewan

http://laws.gnb.ca/en/ShowPdf/cs/O-0.2.pdf

http://www.qp.gov.sk.ca/documents/English/Statutes/ Statutes/S15-1.pdf

Feature Story: Jobsite Safety: Changes and Growth

http://www.csst.qc.ca/en/Pages/en_legislation.aspx#

CONTRACTOR ADVANTAGE NOVEMBER / DECEMBER 2017

NOVEMBER / DECEMBER 2017 2016

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Product Platform

PRODUCT PLATFORM

Latest & Greatest Products Available at Local Castle Building Centres

Delta® In2ition® 2-in-1 Shower The In2ition® Two-in-One Shower gets water where you need it most, using the integrated shower head and hand shower, either separately or together.

Product Features • H2Okinetic® Shower technology sculpts water into a unique wave pattern, forming a powerful drench spray • MagnaTite® Docking uses a powerful integrated magnet to hold your In2ition® Two-in-One Shower Head precisely in place for easy docking every time • Soft, rubber Touch-Clean® spray holes allow you to easily wipe away calcium and lime build-up from the spray face of your shower head and hand shower with the touch of a finger • Spray settings include: H2OKinetic spray, Full Body spray, Full Spray with Massage, Massaging spray • Pause feature reduces water to a trickle, giving you space for shaving, lathering and other shower tasks while maintaining your temperature settings • WaterSense® labeled showers use at least 20% less water than the industry standard—saving you money without compromising performance • Perfect for bathing loved ones and pets as well as keeping the inside of your shower and tub clean • Includes 72 in. hose For more information visit www.deltafaucet.ca

Product Platform

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DEWALT® Announces FLEXVOLT® Framing Saw Power of Corded. Freedom of Cordless.™ DEWALT announces the continued expansion of the FLEXVOLT® System, now including the highperformance 60V MAX* 7-1/4” Framing Saw (DCS577) designed with its blade oriented to the left of the motor and the handle positioned at the rear of the saw. The saw has an electronic break that helps stops the blade after the trigger is released. The 60V MAX* 7-1/4” Framing Saw has a bevel capacity of 53° with stops at 45° and 22.5°. Featuring a durable, high-grade magnesium shoe and an efficient brushless motor, the saw achieves smooth, accurate cuts and long runtime.

For more information visit www.dewalt.com

NOVEMBER / DECEMBER 2017

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Product Platform

LOOKS GOOD. WORKS HARDER.

Contemporary Series Cedar At Steel-Craft, we overengineer every part of our garage doors to ensure they work hard from the inside out. That’s because we know you want a door that doesn’t just look good – but performs even better.

Contemporary Industrial Series

Therm-O-Dor Series

Elite Series Walnut

Esteem Series Black

THE DOOR WITH MORE. For a complete list of products and specs, visit Steel-Craft.ca CONTRACTOR ADVANTAGE NOVEMBER / DECEMBER 2017

Dot Lighting Inc. UT8 Tube Light- Features and Benefits:

4” Slim Panel light- Features and Benefits:

• Highly Efficient - 14w UT8 = 18w LED Plug n play = 32w Fluorescent • 100% compatible to all T12 & T8 linear fixtures / ballasts • Leo Links - Quick, Easy and Safe Ballast bypass • Socket By pass - SAFE as high voltage risk is eliminated • DLC listed & Eligible for "saveONenergy" Rebates • Available in 300K, 4000K, and 5000K • Available with stepped dimmable option

• Easy to install • Saves time on installation • Saves money • Super high output • 10W , 3000K & 5000K options • Energy Star certified • Streamlined design

For more information visit www.dotlighting.ca 905-604-8832

NOVEMBER / DECEMBER 2017

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Product Platform

CONTRACTOR ADVANTAGE NOVEMBER / DECEMBER 2017

6Ǒ8dbeaZiZǑ=dbZǑ Protection System That Outperforms Expectations Your first upgrade should be comfort Insulating and air sealing new or existing homes is the easiest way to avoid the air leaks and moisture intrusion that can lead to structural issues such as mold and decay. Blanketing homes in a continuous layer of insulation and air sealing gaps and cracks around the home creates an air-tight, moisture resistant structure that provides long term: ǑǑ=dbZǑXdb[dgiǑǑǑǑǑǑǑǑǑǑ ǑǑ9jgVWâînǑǑǑǑǑǑǑǑǑǑ ǑǑ>begdkZYǑ^cYddgǑV^gǑfjVaînǑǑǑǑǑǑǑǑǑǑ ǑǑAdlZgǑbdci]anǑjiâînǑWâah

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Tech Talk Photo courtesy of IKO Canada

2017 Marketing Tips for Small Businesses Written by Brad Dicks Social Media Marketing Manager, IKO North America

In todayâ&#x20AC;&#x2122;s digital world, social media platforms and technology advances provide large impact with low cost to businesses of all sizes, effectively marketing their services and increasing their client base. Customers today are online and relying more on their mobile devices. The Interactive Advertising Bureau of Canada

Tech Talk

(IAB Canada) reports that 84% of Canadian adults use the Internet and 75% of adults access it with a smartphone. Google confirms that more searches take place on mobile devices than on computers in 10 countries. Businesses can choose from a combination of online and digital tools to reach their customers, including websites,

CONTRACTOR ADVANTAGE NOVEMBER / DECEMBER 2017

blogs, social media platforms, and apps. For example, IKO Roofing hosts a comprehensive website and blog at iko.com/na/blog, an active social media presence on several platforms, including Facebook, Twitter, LinkedIn and Instagram, and a RoofViewer™ app. While it is best to see shingle samples on an actual roof before making a buying decision, the Roofviewer app provides a first look for customers selecting colour and style choices. It is available for mobile and desktop use, convenient for contractors and customers. Any online activity helps drive visitors to a business and its website. Prioritizing which social media networks to use is essential. InsightsWest.com via CanadiansInternet.com cites that Facebook is the most popular social media platform as it is used by 71% of online adults in Canada, followed by Twitter, Pinterest, Instagram, and LinkedIn. On each network, a business can establish an account with a customized profile and contact

NOVEMBER / DECEMBER 2017

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information. Facebook even offers a unique Business Page while other networks do not offer different accounts. Current and potential customers can “like” the page, become a fan, and follow the company to receive the latest news and information. In 2012, Facebook acquired Instagram with a focus on seamlessly integrating the two platforms. This makes Facebook and Instagram a solid combination for business and allows cross-platform advertising, even if you don’t use Instagram for your business. Once an account is established, the business can then develop useful content for its fans. It is recommended to post relevant content on each platform that extends the brand, increasing the frequency over time as the fan base grows. We have found IKO’s audiences to be most interested in company expertise, key services, and featured projects. Company history, industry insights, and testimonials also attract attention to the page.

Tech Talk

CONTRACTOR ADVANTAGE NOVEMBER / DECEMBER 2017

Colour

INSPIRATION Add some colour to your life and be inspired with Castlegard indoor and outdoor paints and stains.

Castlegard products can be found exclusively at your local Castle Building Centres location. For Castle locations go to castle.ca

NOVEMBER / DECEMBER 2017

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“Social media helps us to educate and appeal to our customers and potential customers,” said Ray Bautista, sales manager at Gitano Roofing in Toronto. “By sharing product news, recent projects, and testimonials, social media is a valuable marketing tool for all businesses.” Some platforms have the ability to add a paid budget to promote a page or post and further increase their reach. Examples include pay-per-click (PPC) campaigns where the company pays a set

Tech Talk

amount each time someone clicks on an ad they have produced. In addition, sponsored or “boosted” posts expand reach to a targeted selection of customers. Social media and new technologies are proving to be invaluable for today’s small businesses. With so many free and low-cost/ high-impact options, it really is worth the time and effort to get social and explore entire new audiences that are waiting to learn about the benefits your business provides. See you online!

CONTRACTOR ADVANTAGE NOVEMBER / DECEMBER 2017

HOME RENO

REBATE YOUR CUSTOMERS GET UP TO

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HELP YOUR CUSTOMERS GET PAID TO SAVE ENERGY. Union Gas, in partnership with Save on Energy and the Government of Ontario, will give your customers up to $5,000, PLUS additional electric appliance rebates to build energy efficient upgrades into their renovation plans. Make sure they know about the program that will help them improve home comfort and save up to 20 per cent a year in home energy costs. Find out more at uniongas.com/homerenocontractor.

This Program is available to all eligible homeowners whether they heat their home with gas, electricity, oil, propane or wood. Some conditions apply. Please go to uniongas.com/homerenocontractor for complete terms and conditions. 50

NOVEMBER / DECEMBER 2017

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Design Talk Photo courtesy of PPG Architectural Coatings Canada Inc.

The Colour Black is Back for 2018 Written by Teresa Christine Managing Editor

As we approach the end of the year, many start to wonder what lies ahead in 2018 in terms of design trends. One element in particular, colour, always seems to paint the picture and set the tone for so many other interconnected industry facets like furniture, décor and overall design mood for the new year.

Design Talk

SICO® paint by PPG recently selected their 2018 trending Colour of the Year as Cast Iron (6173-83). The deep grounding hue, for those who dare to go darker, is a sophisticated, stunning black which is sure to provide a modern touch of elegance to any home. Additionally, as an unexpected neutral, it also offers many a respite from life’s hectic tendencies.

CONTRACTOR ADVANTAGE NOVEMBER / DECEMBER 2017

According to Sico colour experts, black paint highlights a perfect mix of modern yet timeless sophistication and offers a f lexibility in design that is often overlooked. Similar to your favourite black handbag, Cast Iron pairs beautifully with almost any design style. “Cast Iron is a perfect choice for do-it-yourselfers (DIY-ers) who crave a grounded room that is enveloped in comfort and coziness, beginning with their paint colour selection,” said Mylène Gévry, Senior Marketing Manager, Sico paint brand by PPG. “This colour is hard to ignore and provides a certain grandeur or simplicity to a space because of its flexibility.”

While black commands attention on its own, Sico colour experts recommend pairing it with a variety of other tones. Layer this deep, rich midnight hue with a variety of trending softer neutrals and a warm white like Zen for a tranquil and minimal look. To make a dramatic statement, pair Cast Iron with a dark burgundy like Venetian Wine, a mid-tone grey like Industrial Grey, a soft beige like Gobi Dunes or an off-white like Ground Coriander. Combined with brass or gold accents, this colour palette will give the appearance of elegance and luxury.

Photo courtesy of PPG Architectural Coatings Canada Inc.

NOVEMBER / DECEMBER 2017

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Design Talk

Introducing

Aluminum Stair Parts

Discover the endless possibilities! Our brushed and anodized aluminum stair parts can be easily installed with multiple combinations, including pairing with our Urban Stair Parts newel posts and handrails.

alexandriamoulding.com

â&#x20AC;˘ CONTRACTOR ADVANTAGE NOVEMBER / DECEMBER 2017

Photo courtesy of PPG Architectural Coatings Canada Inc.

“Sico paint’s Cast Iron colour perfectly complements the various trending black building materials and home accessories that we’re seeing in the marketplace. From timeless black windows to matte black kitchen appliances, this hue will fit in perfectly with modern or traditional design elements,” Gévry noted. “Black is often overlooked and underappreciated when choosing paint colours for the home, but its ability to refine, subdue and add strength to a space makes it a perfect choice,” said Misty Yeomans, Colour

NOVEMBER / DECEMBER 2017

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Marketing Manager, Sico paint. “It brings solace and a peacefulness to any space, creating a haven in which to retreat from our always-connected, high-pressure society. Its versatility in pairing with other colours adds to its allure in home decorating.” To view the Sico paint brand’s 2018 Colour of the Year, get design inspiration from top home decor bloggers, and use a leading-edge virtual painting tool to try colours in a photo of your own rooms, visit www.sico.ca.

Design Talk

modern farmhouse Rustic accents bring a lived-in, relaxed feel to any room with downhome virtues.

The most popular trends, reimagined by our top designers. We deconstructed on-trend styles to understand their inspirational elements. Then, we paired them with Option {M}™ interior finishings – moulding and interior door combinations that make it easy for you to find your design voice, and bring your room to life. TO L E A R N M O R E A B O U T O U R C U R AT E D S T Y L E S P L E A S E V I S I T:

METRIE.COM INTERIOR MOULDING & DOOR COMBINATIONS

CONTRACTOR ADVANTAGE NOVEMBER / DECEMBER 2017

F-SERIES

CARRY YOUR REPUTATION IN THE TRUCKS WITH A BEST-IN-CLASS REPUTATION. F-Series trucks are engineered to make difcult work easier. High-strength, military-grade^ aluminum alloy allows weight to be reinvested elsewhere to deliver best-in-class towing* and hauling** capability. And use less fuel when you’re between job sites. Add in our class-exclusive driver assist features and take con dence on the job site to the max. When it comes to choosing your truck, trust the Commercial Vehicle specialists at Ford. Our team is driven to make choosing your truck easier.

FORD.CA/BUILTFORBUSINESS

2018 F-150

2017 SUPER DUTY

• Best-in-class max. payload 3,270 lbs† • Best-in-class gas efciency‡ • Best-in-class towing 13,200 lbs‡‡ • Available Wi-Fi Hotspot with SYNC® Connect^^

• Best-in-class max. towing 32,500 lbs* • Best-in-class max. payload 7,630 lbs** • Impressive diesel torque 925 lb-ft*** • Best-in-class gas torque 430 lb-ft ¤

Vehicle(s) may be shown with optional equipment. ^6000-series aluminum alloy. Lighter EPA curb weight, versus predecessor generation. *Maximum towing capacity of 32,500 lbs on F-450 DRW 4x4 with 6.7L V8 diesel engine. When properly equipped with available factory-installed equipment. Class is Full-Size Heavy Duty Pickups over 8,500 lbs. GVWR based on Ford segmentation. **When properly equipped. Maximum payload of 7,630 lbs on F-350 DRW 4x2 with 6.2L V8 gas engine. Class is Full-Size Heavy Duty Pickups over 8,500 lbs. GVWR based on Ford segmentation. ***Maximum diesel torque of 925 lb-ft on F-250/F-350 with 6.7L V8 diesel engine. When properly equipped. †When properly equipped. Maximum payloads of 3,270 lbs on F-150 4x2 with available 5.0L Ti-VCT V8 engine. Class is Full-Size Pickups under 8,500 lbs. GVWR based on Ford segmentation. ‡ Class is Full-Size Pickups under 8,500 lbs (3,856 kg) versus 2017 Competitors. 2017 F-150 4x2 equipped with the 2.7L V6 EcoBoost® and 6-speed SelectShift® automatic transmission, estimated fuel consumption ratings are 12.2L/100-km city, 9.3L/100-km hwy, 10.9L/100-km combined, based on Government of Canada-approved test methods. Actual fuel consumption will vary. ‡‡When properly equipped. Maximum towing capacity of 12,200 lbs on F-150 4x2 with available 3.5L EcoBoost engine conguration. ^^Certain restrictions, 3rd-party terms, or message/data rates may apply. 4G network complimentary 5-year subscription (after which, fees apply) for remote features excluding Wi-Fi hotspot included, activates with vehicle sale date. Requires compatible 4G cellular network connectivity, and is subject to 4G network availability. Evolving technology/cellular networks may affect future functionality. Wi-Fi hotspot includes complimentary wireless data trial that begins at time of activation and expires at the end of 3 months or when 3GB of data is used, whichever comes rst (after which, data plan required). ©2017 Ford Motor Company of Canada, Limited. All rights reserved.

NOVEMBER / DECEMBER 2017

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