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What’s Inside? Castle Building Centres Group Ltd. is a Canadian member-owned, Lumber, Building Materials and Hardware buying group representing over 300 member locations across Canada. 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 Aram Stamboulian Contributors Teresa Christine Lawrence Cummer Melissa Campeau

Siding Insights Flooring Cabinetry

Contributors Roofing Mouldings Windows & Doors Garage Doors

Featured Stories

Lawrence Cummer is a freelance writer with 20 years of experience writing for trade periodicals, business and communications agencies. He is former senior writer and editor of the technology trade publications Network World Canada and Communications & Networking Journal, respectively. As well, he has been a senior contributor to a wide variety of publications. Lawrence has been a frequent writer for Castle Building Centres’ Contractor Advantage since 2009, as well as its IDEAS and Rough Construction publications. Lawrence currently follows a broad range of business topics, including information technology, telecommunications, security, entrepreneurship, occupational safety, and home construction and general contracting. He can be reached at lawrence.cummer@hotmail.com.

Falling for Style Forecasters predict the biggest paint and décor trends for fall.

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

Lawrence Cummer

Material Contact Susan Brook Vendor Marketing Coordinator Castle Building Centres Group Ltd. 905-564-3307 sbrook@castle.ca

Dress Up Your Rooms

Published and designed exclusively for Castle Building Centres Group Ltd. by JAD Media Group Inc.

Elements like moulding are a fairly cost effective way to do just that, all while enhancing a space and increasing a home’s appeal to future buyers.

Melissa Campeau Melissa Campeau is a Toronto-based journalist 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, six-year-old son and one-year-old puppy. Daily living in a “quirky” century house with an active first-grader and an accidentally destructive 50-lb dog means you’ll often find tradespeople and contractors on hand, as well.

On the Cover Photo courtesy of PPG Architectural Coatings IDEAS

FALL 2016

Message from Castle Building Centres Group Ltd.

Today’s Consumers Are Smarter, But Are They More Rational? Written by Ken Jenkins, President, Castle Building Centres Group

INSIGHTS With Ken Jenkins

“INSIGHTS” Blog with Castle President Ken Jenkins Castle President Ken Jenkins has over twenty years in the Lumber, Building Materials and Hardware industry. His tenure has given him a unique perspective and he believes North American contractors, suppliers and independent dealers are the best in the industry. His goal is to use his passion for the industry to share his insights with budding entrepreneurs in trade and manufacturing to become more entrepreneurial in spirit, more independent and more successful. Insights will help to attract bright new minds to this industry and guest writers will occasionally contribute to this blog, bringing their own unique perspective. You don’t want to miss an issue of Insights! Subscribe to Insights online http://insights.castle.ca 4

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IDEAS

There’s no question that today’s consumers are smarter and better informed. They have access to the Internet for everything. Online reviews from friends and family confirm whether or not a product is worthy of your attention. Studies show that nearly 9 in 10 consumers read online reviews to determine the quality of a local business or product, and almost 4 in 10 do it on a regular basis. This trend is predicted to grow. But, as consumers, are we more rational? Evidence suggests that this is more myth than fact. Consider this: even with all the shopper savviness, the vast majority of purchase decisions are still made subconsciously, according to behavioural psychologists. We think our buying decisions are made as the result of a smart, rational analysis, when in reality, we are greatly influenced by emotion. In fact, it’s been found that we are incapable of making decisions if we lack the ability to connect with our emotions. As business owners, what can we do to better connect the emotional side of our story to our Brand? One solution: appeal to both sides of your customers’ brains—the rational side that seeks more value and the emotional side that wants to be recognized. “Consumers’ beliefs

about a brand’s personality are based primarily on their interpretation of its “story” – the narrative expressed in communication, packaging and other marketing elements,” as stated in “The Myth of the Rational Consumer”1 by Peter Noel Murray, Ph.D. To be successful, a national brand needs to create an emotional connection with the consumer. If you rely only on features and benefits it’s just a list of attributes with no story line. The influential role of emotion in consumer behavior is well documented, states Peter Noel Murray, Ph.D: • fMRI neuro-imagery shows that when evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, and facts). 2 • Studies show that positive emotions toward a brand have far greater influence on consumer loyalty than trust and other judgments which are based on a brand’s attributes. Building emotion into your story helps you transform satisfied customers into brand advocates. With the increased power of Insights

Here are some thoughts on converting your satisfied customers into advocates: • Be helpful – Become a trusted advisor by passing on relevant information during every interaction, whether it’s an article you’ve seen or a building tip. Focus on providing service over just selling product. • Make a personal connection – Remember the power of saying “Thank you.” We all want to feel recognized. You could consider hand-written notes, a rarity in today’s wired world, and so all the more impactful. It’s the little things; for example, address your customers by name. • Learn to listen; listen to learn – It has been said that we too often listen to respond and not to understand. Learn about their problems and needs. • Provide excellent customer service – Customers remember (and share) great, proactive customer experiences. Pay attention to any concerns or complaints, whether made in person, by phone or online. Be accessible, upbeat and responsive. Excelling in customer service is the name of the game here—customers don’t brag about average service. • Empower employees – Your employees are often the first line in connecting with Insights

customers. Let them know you have their backs and support their careers, and they will put on the well-mannered, positive and capable face that customers want to see. • Offer incentives – Creating customer loyalty can create long-term gains from returning customers. Remember, the more often a customer returns to your establishment the more opportunity you have to build your brand. • Ask customers to share – You don’t need to wait for it to happen, ask your customers to review you online or to share their testimonials. If you’ve been doing everything well, they’ll likely be happy to give you the nod you deserve. We all love bragging about great service we’ve received. Having educated, smart customers as frontline advocates supporting your brand can quickly attract more of today’s highly-informed consumers – who will, in turn, attract more customers. It’s the snowball effect. Think about this: why do you continually support the same baker, butcher, dry cleaner, car mechanic or favourite retailer? You’re a savvy consumer. Why do you give these people your business? What’s their story, their brand promise, that keeps you coming back? Make a list of five things your favourite businesses do – beyond simply product pricing and availability – that keep you coming back, and look at how you might implement them in your own business.

INSIGHTS

word of mouth through social networking, customer advocates are an extremely valuable piece of the marketing puzzle. That’s because, according to Nielsen, 92% of consumers say they trust recommendations from friends and family more than anything else.3

1. https://www.psychologytoday.com/blog/inside-the-consumer mind/201603/the-myth-the-rational-consumer 2. https://www.psychologytoday.com/blog/inside-the-consumer mind/201302/how-emotions-influence-what-we-buy 3. http://www.nielsen.com/ca/en/insights/news/2012/consumer trust-in-online-social-and-mobile-advertising-grows.html IDEAS

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For more information, visit goodfellowinc.com Actual products may vary from colours shown.

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FALLING FOR STYLE

FALL 2016

IDEAS

Photo courtesy of PPG Architectural Coatings

Forecasters Predict the Biggest Paint and Décor Trends for Fall Written by Melissa Campeau

Cooler air and shorter days turn homeowners’ thoughts to nesting. With that, comes the urge to improve and update, leaving the door open for paint and décor. Kinder to busy schedules and pocketbooks than full fledge renovations, freshened-up wall colour and accent pieces can transform a space over a weekend, even on a tight budget. For the fall of 2016, interior style forecasters have spotted several trends – any of which can help update and personalize favourite rooms, as homeowners settle in for the colder months ahead.

Post-Industrial Era First, prepare for a little more depth and complexity when it comes to colour. “There’s a trend toward a less industrial-feeling palette,” says Martin Tustin-Fuchs, Brand Manager for Dulux. “I think people went really industrial the last few years, really clean, and now people are ready to bring in a bit more depth into their colours.” On a similar note, The High Point Market Style Report for Summer/Fall 2016 noted many designers were “… getting in touch with the softer side of design. Showrooms flaunted combinations of lustrous gold and creamy white [and furnishings] in unexpectedly serene color palettes (think muted shades of blush and lavender).”

Forecasters predict colour will start to migrate away from stark tones of previous years. “One of the things we’re seeing for fall is that whites will take on more hints of cream, pink, yellow and become dreamier and more elegant than just a pure white,” says Tustin-Fuchs. “There’s a similar trend with greys, too. They’ve been and continue to be the most popular colour, but you will see warmer greys coming in, plus greys that are more of a strong accent colour.” The shift away from the industrial is showing up in furniture design, as well. “There’s been a trend to rustic natural and aged elements in décor,” says Tustin-Fuchs. “We feel pieces are going to become, going forward, a little bit more elegant, and they might just be an artistic accent in a room, rather than a dominating element.”

Bring on the Colour The High Point report also noted colours on the bold side, including “sexy saturated hues,” “piercing colours” and “bright, peppy prints.” Valerie Jager, Channel Marketing Manager for PPG Architectural Coatings also sees strong shades on their way in this coming season. “For Fall 2016, we see colours that represent durability, protection and brawn as well as beauty,” says Jager. “These darkened hues are perfect for IDEAS

FALL 2016

Photo courtesy of PPG Architectural Coatings

this time of year — saturated and intensely weighted.” Jager notes these hues have been popular in hotels and restaurants in recent years and are now making their way into the residential market. “Colours like PPG Voice of Color Paradise Found (PPG1135-5), an aloe green with a bit of blue; Cavalry (PPG1041-7), a deep navy; Gothic Gold (PPG1208-7), butternut gold; and Shining Armor (PPG1003-5), a steely gray) — are all strong, rich colours to represent our need to be resilient and empowered in a very uncertain world,” says Jager. Softer hues are becoming a little more complex, as well, with a move away from the very simple pastel colours. “We see pastels very nuanced and softened, not so pure and clean,” says Jager. Dulux, too, features pastels in changing colours. New shades from the company are more natural and pigment-infused than the shades of the ’80s, tending toward the muddied and subtle, but still strong.

Natural Elements Metallic shades, too, are evolving. “Glossy finishes mixed with powder matte and brushed metallics all are trending,” says Jager. Tustin-Fuchs attributes trends in metal finishes with the shift away from the industrial feel, as well. “When you look at natural stones and metallics, we feel they’ve also become less edgy and a bit more naturally beautiful, more honed and more refined than what we’ve seen in the past,” says Tustin-Fuchs. In general, softness prevails when it comes to metals. Brass is trending for interiors, but in decidedly subdued brushed and satin finishes.

A Feel for Texture Creating interest through texture is big for fall, as well. The High Point report singled out this trend and noted, in particular, an emphasis on woven natural fibers and burled wood. Glass texturized by wire brushing or back painting is also on-trend, as is plaster, popping up everywhere from lighting to décor, and lending an airy feel to heavier, more 12

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Falling for Style

Photo courtesy of Dulux Paints

structured pieces. In colour, too, there’s a move toward texture. Dulux’s new Venetian Silk product, for example, is designed to create a layered, multi-toned effect on walls with a two-step process. “It allows customers to really differentiate a room and create a true personality,” says Tustin-Fuchs, adding, “You can create unique effects, depending on how you apply it.”

Rounding the Corners If wall colour is becoming more complex, then it’s a complementary pairing with the softening lines of design. The High Point report highlighted how “beautiful, rounded forms permeated so many collections this season,” with curved and spherical silhouettes on everything from mirrors to chairs and lamps. Jager also notes that more shapely and bulbous designs on the upswing as well.

Freshen Up for Fall Whether a homeowner is drawn to new accent pieces, freshened-up textiles or a new hue for interior walls, fall provides a long list of stylish possibilities. The good news: achieving on-trend interior design doesn’t have to be daunting or expensive. Trying out a new wall colour—plus making a few savvy accessory selections — is a low-risk, high reward project that can mean an updated, stylish and utterly transformed living space. Quite simply, this can all happen on a minimal budget in a matter of days. What’s not to fall for?

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DRESS UP YOUR ROOMS

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Photo courtesy of Metrie

Elements Like Moulding are a Fairly Cost Effective Way to Enhance Any Room or Space While Increasing Property Value Written by Lawrence Cummer

There is no doubt that today, builders, contractors, designers and homeowners alike are constantly looking at ways they can increase their property value. Many great home updates dream of a way to cost-effectively dress up rooms with style and luxury. Fortunately, elements like moulding are a fairly cost effective way to do just that, all while enhancing a space and increasing a home’s appeal to future buyers. “Adding moulding to your home certainly adds to the value, but it also brings some warmth to its appearance,” says Donna Gerrits, Vice-President of Sales and Marketing at Alexandria Moulding in Bradford, ON. In fact, now more than ever, many of today’s homes, with their heightened ceilings and taller doors, warrant special attention on the moulding front. This is because, typically, the size of a moulding treatment needs to be proportionate to wall height; otherwise a baseboard could become dwarfed by the huge expanse of wall or a crown moulding might look trivial in the distance. Just a few inches can make a world of difference. As a way to dress up a room, moulding certainly does the trick, but is often overlooked in lieu of other improvements like new hardwood flooring or stainless

steel appliances, says Jon Dickinson, Senior Director of National Accounts and Business Development at moulding manufacturer and distributor Metrie in Milton, ON. This, he says, is despite moulding often being a fraction of the price of those upgrades. He adds that too often in past decades moulding was treated almost like an afterthought, but that’s been changing. Gerrits agrees. “It’s a big difference to a room, without adding a lot of cost,” she says. “This is particularly true if you’re using a paint-grade MDF (medium-density fibreboard) moulding.” Tammy MacKay, Vice-President and CEO at Moulding Warehouse Ltd. in Hammonds Plains, NS, takes the importance of moulding a step further. “Your home should look beautiful with nothing in it,” she espouses, pointing to how essential moulding is to dressing up that otherwise bare space.

Moulding Materials MDF is an engineered wood made by breaking down hard- or softwood chips and sawdust to a microscopic level and then bonding the fibres together using a resin. The result is that panels are generally denser than IDEAS

FALL 2016

Photo courtesy of Moulding Warehouse

plywood, as well as flat, smooth, uniform, dense and free of knots and grain patterns, making them very appropriate for finishing (such as painting). MDF mouldings, such as those offered by Alexandria and others, come in 100% hardwood, 100% softwood or a mixture of both, and is more economical than traditional wood mouldings, in particular for ones with a wider profile, like those in demand for rooms with larger walls and higher ceilings. This is not to say that wood mouldings aren’t also processed. The lumber used to make wood moulding is dried in a kiln to remove excess moisture, which the trees are naturally full of. According to Alexandria Moulding, stacks of 1”x12” boards of wood that would weigh approximately 100 lbs. when initially sawed, but after being air dried for six months, and precision-dried in their kilns, might weigh only 35 to 40 lbs. (the 60 to 65 lbs. being evaporated water) and will have lost 1/32” from its thickness and ¾” from its width. These steps are crucial, the company notes, to lessen machining problems and ensure a consistent quality product for customers. For many homeowners MDF is the way to go, its cost in particular making it an increasingly popular option. “With MDF mouldings you’re going to save a lot of money for the exact same look,” MacKay suggests. “You’re going to paint it anyway.”

A movement toward painted mouldings is just one of the popular trends that have emerged over recent years. “Today, the most common application is a painted moulding,” Gerrits says. “People have gone away from simply applying Varathane or staining the standard moulding applications around windows, doors, along floors and the ceiling.” Although moulding treatments are getting larger to match room design, Gerrits points out that they are 20

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IDEAS

SIDE NOTE

Style by Numbers

Coffer A coffer is a series of sunken panels in a ceiling, soffit or vault in various shapes, usually square or rectangles in homes. Coffering has been used to add decoration and elegance for centuries, with stone coffers found in ancient Greek and Roman architecture.

Dress Up Your Rooms

Photo courtesy of Alexandria Mouldings

actually becoming modest, in what she calls “a much more simpler look that moves away from the colonial style of the past and is more Zen and contemporary.” “In some cases, homeowners are just using an S4S board, which is just a simple straight board that doesn’t have any profile, and they will even use that now as some of their moulding.” MacKay concurs: “Years ago the trend was toward intricate mouldings, with a historic architectural look to them, such as a Greek era or Victorian look. Now we’re getting into the straight lines. There hasn’t been a lot of detail in the moulding now, not for the past five year run.”

Everything Old is New Again

SIDE NOTE

“I think you’re going to see we’ll come off of this (contemporary) trend in the next two years,” MacKay predicts. “Already, we’re starting to see people starting to look at different things.” With a more simple treatment around the standard moulding areas, homeowners are looking to other areas—ceilings, unique wall treatments and architraves above doorways—to add complexity and express themselves, say Gerrits and MacKay. By mixing mouldings on a wall, like a standalone piece or a three-dimensional art piece, homeowners can make a unique accent wall, notes Gerrits. “What you need to do is essentially apply the boards to the wall in a various pattern and once it’s all painted the

SxS Designation In lumber, this designation relates to how many sides of a board have been pre-surfaced (from two to four, naturally). So, S2S is a board that has been run through a planer creating two flat faces, but leaving the edges rough; S3S is a similar board that has one edge “ripped” straights (also called an SLR1E or straight line ripped one edge); and, S4S has been surfaced on both faces and received a rip on both edges.

Dress Up Your Rooms

IDEAS

FALL 2016

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Dress Up Your Rooms

SIDE NOTE Dress Up Your Rooms

Photo courtesy of Alexandria Mouldings

same colour it gives the wall a design. It’s very interesting, and really makes a difference in your room, and again, without spending a lot of money.” Wall applications of moulding and panels are a popular approach. One that MacKay says she’s seeing more homeowners embrace. “Another thing you can do is pick a wall and apply a panel that has a design, such as waves. That’s not exactly moulding, but is a good way you can create an accent wall. As well, beadboard is making a comeback,” MacKay adds. Treatments that have been long overlooked, like coffered ceilings, are definitely becoming reembraced, suggests Gerrits, but now using sleek, contemporary moulding profiles for a modern style. “It’s mixing the old with the new in a way that’s fresh. And it looks great!”

Build-Ups One smart way to avoid ripping and replacing your existing moulding, while still improving its profile, is to build on it. Moulding can be added on top of existing moulding to increase its depth and detail, but also applied above or below the existing moulding. For example, leave a gap above the baseboard and running a simple panel trim across the wall then paint the baseboard, gap and trim the same colour. Suddenly you have the visual of a solid, more elaborate piece of moulding for a fraction of the cost. If the crown in your room is too small for your liking, try the same technique using 2” gaps and lines of chair rail positioned on both the wall below the moulding and the ceiling. By adding and combining different moulding profiles the sky is your limit and your upgrade can become far more cost-effective.

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