TradeTalk
A Quarterly Review of Tips, Techniques and News for Contractors 2013 Vol. 2
In This Issue
 
2014 Brings More Freedom of Choice™ with New Colors and Features

In order to offer our customers the most comprehensive and market responsive product line possible, unmatched in the industry, CertainTeed continually examines our offering. Based on your feedback and market conditions, we make adjustments that will strengthen our portfolio of products. For 2014, we are offering more opportunities for you to promote Freedom of Choice™ to your customers, giving you the advantage to grow your business. Here's a rundown of the new colors and features on select CertainTeed products for 2014:
  • As the color leader in the industry, CertainTeed is offering new deluxe colors in 2014 for Monogram® 46 and CedarBoards™:
    Monogram 46 D5 & D5DL: Pacific Blue, Sable Brown, Autumn Red, Spruce, Heatherstone, Forest, Charcoal Gray and Flagstone.

    Monogram 46L/XL (16', 20', 25') D4 only: Pacific Blue, Sable Brown, Spruce and Charcoal Gray.

    CedarBoards D6, D6XL, S7 and S7XL: Pacific Blue, Sable Brown, Spruce, Charcoal Gray and Flagstone.

  • For vinyl siding accessory products, CertainTeed is offering a new 3.5" Fluted Corner. This subtle corner upgrade, available in Colonial White, adds character to any home with true-to-wood dimensions at a reasonable cost. To further enhance its performance, we have modified our Flexible J-Channel that is now available in White, Clay, Gray and Beige.
     
  • Something new for CertainTeed's EverNew® Panorama® Railing is an expanded color offering with the addition of Almond (replacing Desert Tan) and Clay. Both square and colonial baluster styles are available in Almond; however, Clay is available only in the square baluster. For 2014, we have also added a Rail Replacement Pack that includes one top rail and two 96" undrilled universal rails available just in case an installer incorrectly sets the posts. For order flexibility, EverNew LT and PT decking boards and fascia are now available in half units. Boards are available in units of 28, and fascia is available in units of 12.

For more information about CertainTeed's new product offerings and changes, and programs for 2014, call 800-233-8990, visit www.certainteed.com, or contact your CertainTeed Territory Manager.

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No Limits Gives Contractors More Earning Power with CertainTeed's
2014 Rewards Program

NEW in 2014: Two new products and increased rebate amounts on select siding products.

CertainTeed established its Contractor Rewards Program, Show Me the Money, as a way to thank its loyal customers for helping to make CertainTeed the leading brand among professional contractors. Show Me the Money puts cash back in your wallet with every purchase of qualifying CertainTeed siding, trim, decking, railing, fence and housewrap products. Expect no less, but more in 2014, as CertainTeed is adding two siding products to the rewards program – American Legend™ and Perimeter™ Soffit, and raising the rebate amount on select siding products. The more eligible products you buy, the more money you earn – no limits.

Contractors will continue to earn big on CertainTeed's exceptional Cedar Impressions® Shakes with its rebate of $10 per square, while earning more in rebates in 2014 on three select siding products – Monogram®, which is now $3 per square; Restoration Classic™, now $2; and MainStreet™, now $1 per square.

Show Me How it Works
Every time you buy one of the many qualifying CertainTeed exterior products, between January 1 and December 31, 2014, you'll receive a rebate for which you don't have to wait until the end of the promotion to receive. The rebates you earn will be loaded onto a custom CertainTeed Rewards Visa® debit card each time you submit your proof of purchase. 5-Star Contractors continue to receive an additional 10% bonus rebate on qualifying products throughout the year.

For more information about CertainTeed's Show Me the Money Contractor Rewards Program,
call 800-233-8990 or visit www.certainteed.com.


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CertainTeed's $75,000 Living Spaces® Home Makeover Contest


 
A video with a tongue-twisting, confident title (Sclemeel, Schlemazel, Hasenfeffer Incorporated. We're Gonna Do It.) earned a Mentor, Ohio, family the top prize in CertainTeed's $75,000 Living Spaces® Facebook® Home Makeover Video Contest.

This Facebook fan favorite was the grand prize shoo-in with a cast that included “talking hounds” Laverne and Shirley; mom Paula Bielfelt; grandmother Marylyn; and Paula's son Stroyer in their comedic debut.

“We are so happy and so thankful. We love our home but it is 100 years old and was in desperate need of repairs that are hard to afford on a teacher's salary,” says Paula Bielfelt.

The response to this year's competition was extremely gratifying and amazingly creative. “We would like to thank everyone who took the time to produce, upload and vote for their favorite video. It was incredibly hard to choose just one, but the Bielfelts' use of comedy combined with the heartfelt request to restore their historic home to its former glory clearly stood out,” says Pamela Schechter, president of CertainTeed Siding.

“The well-trained ‘talking dogs’ were hilarious and ‘Nitpicking Nana’ was a hoot as the catalyst to get the heavily deteriorated front porch and siding fixed,” adds Schechter.

The remodel was completed between July and August, with the entire renovation process recorded through video webisodes featuring the family, 5-Star Green Contractor and Master Shingle Applicator RJK Construction Company, 5-Star Fence Contractor Austintown Fence, custom millwork fabricator Lasting Details and distributor ABC Supply.

The webisodes will be available for viewing on the CertainTeed Living Spaces Facebook page (www.facebook.com/certainteedlivingspaces) and the CTLivingSpaces YouTube® Channel (www.youtube.com/CTLivingSpaces), along with the opportunity for fans and viewers to participate
in the makeover process through a series of related contests.

In addition to the grand prize winner, the top nine finalists received $500 exterior living spaces prize packages.

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Multi-channel Online TV Network Taps CertainTeed Home Makeover Series

The Pohl family of Westphalia, Michigan – winners of the 2012 CertainTeed $75,000 Exterior Living Spaces® Home Makeover contest – never envisioned themselves as full-fledged celebrities when they won the competition. Today, they've become stars on YouTube, logging more than one million views of their home's transformation to date.

Additionally, the webisodes caught the attention of America's first multi-channel online TV network, eWave TV. With 211 million Americans online every day (85% of them watching at least two videos a day!), the soon-to-launch eWave TV network reached out to CertainTeed for the opportunity to air the entire webisode series through their online Home Style TV channel. The partnership positions CertainTeed on the ground level of this new venture with a unique opportunity for other broadcast series and advertising.

This is great news to CertainTeed building professionals. The home improvement project videos – and the accompanying music videos featuring original music – showcase an array of CertainTeed building products that were installed on the 112-year-old home.
  • CertaWrap™ weather resistant barrier
  • Monogram® 46 vinyl siding
  • Restoration Millwork® cellular PVC trim
  • Landmark™ PRO roofing
  • EverNew® columns, railing and decking
  • Bufftech® fence
  • AirRenew® gypsum board
  • CertaSpray® foam insulation

The webisodes also feature the Pohl's utilizing CertainTeed's ColorView online building product visualization
tool. To view all of the webisodes and music videos go to www.youtube.com/CTLivingSpaces or www.facebook.com/certainteedlivingspaces.

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CertainTeed Award of Excellence: Michigan Remodeling Company Wins Big

One of the most respected remodeling companies in southeast Michigan, Kearns Brothers, Inc., of Dearborn, recently took home 10 CertainTeed Awards of Excellence for residential home improvement projects that used CertainTeed siding and soffit.

Selected for craftsmanship and overall appearance, the homes featured several types of CertainTeed siding including CedarBoards™, Cedar Impressions®, Monogram® 46, and Wolverine American Legend™, in addition to Triple 3-1/3-inch InvisiVent Soffit.

For Mike Kearns, president and owner of Kearns Brothers, who have been installing CertainTeed siding products for more than 20 years, the opportunity to help customers make their visions a reality was great. “We knew that CertainTeed’s wide range of styles, textures and colors would give the homeowners exactly what they wanted,” he says.

“We commend Kearns Brothers for its dedication to professional craftsmanship and are proud to be associated with such a reputable company,” says Matt Gibson, director of channel marketing for the CertainTeed Siding Products Group.

Founded in 1986, Kearns Brothers services southeast Michigan and specializes in siding, roofing, masonry and window work. For more information, call (888) 355-6700 or visiti www.kearnsbrothers.com.

For more information about CertainTeed’s Award of Excellence and how to enter, visit http://www.certainteed.com/forms/recognitionRewards.aspx, or contact your CertainTeed Territory Manager.

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Dorothy Couldn't Have Said It Better

The Wizard of Oz helped Dorothy visualize returning to her home in Kansas by repeating the phrase, “There's no place like home.” CertainTeed's “No Place Like Home” brochure is equally as powerful. This new selling tool gives homeowners vision and contractors multiple opportunities for upselling, step-down selling and cross-selling. It incorporates beautiful imagery of CertainTeed products and applications paired with user-friendly visualization and design tools that inspire homeowners to create their very own personal outdoor living space.

Each page offers countless ideas and tips for how to achieve a well-coordinated home exterior that blends different styles, textures, sustainable materials and the broadest color palette on the market. That's what Freedom of Choice™ is all about!

There are plenty of cross-selling opportunities on view as you guide homeowners through the decision-making process of mixing and matching CertainTeed's ever-growing selection of siding, trim, railing, decking, fence and roofing options.

The brochure also explains the value of using products from a single source that are designed specifically to work together to achieve the perfect combination for a coherent, natural look. To help close the sale, experts weigh in on the latest trends in exterior home design: strong colors, mixing-and-matching of materials, dark trim, unexpected roof colors and the use of two or more exterior wall colors for a home that leaves a lasting impression.

“We truly believe there is no place like home, and we want to provide as many tools and resources as possible to help homeowners easily maximize their home's potential,” says Xavier LeBlanc, director of product marketing for CertainTeed Siding.

For more information or to request a copy of the "No Place Like Home" brochure, call 800-233-8990, or contact your CertainTeed Territory Manager.

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Color Me Beautiful



 
CertainTeed continues to expand its offering of interactive tools for use on computers, smartphones and the iPad® to help consumers visualize their dream home. The online tools let visitors explore pre-set color combinations and siding styles as they would appear on their own home.

ColorCoach™ is a user-friendly web application that acts as a virtual swatchbook to assist in exterior product selection. The interface is the first step for assisting building professionals with recommendations for roofing, siding and trim in complementary color combinations. Once choices are made, selected ColorCoach swatches can be saved, printed or shared directly through email, as well as through Pinterest®, Facebook® and Twitter®. “Not only does ColorCoach enable users to pursue an open dialogue on their choices, but it also helps them overcome any fear of choosing the wrong color when making exterior home product decisions,” says Matt Gibson, director of channel marketing for CertainTeed Siding.

CurbAppeal™ is a web application for the iPad® that makes product selection a breeze. It's a user-friendly app that assists with the review and selection of siding, roofing, decking, railing and fence products for a personalized look that combines complementary colors, styles and textures. It lets consumers experiment with the choice of products that even extend as far as shutters, trim and doors. “It takes the guesswork out of mixing and matching materials, styles and colors, creating a beautifully coordinated outdoor living space,” says Gibson. Like the ColorView™ tool, it showcases a gallery of architectural styles combined with expertly designed outdoor living space examples.

For more information about ColorCoach, visit www.certainteed.com/colortools.

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Choosing Colors For Your Exterior Project Is A Big Deal

Gary Powers, owner of Up and Above Contractors, offers roofing, siding, window installation and interior remodeling services to homeowners and commercial properties in Sussex, Warren, and Morris Counties in New Jersey. Gary recently posted a blog entitled, Not Sure Which Color of Vinyl Siding in New Jersey to Choose? Use CertainTeed’s ColorView™ Tool.

“At Up and Above Contractors, we know that choosing colors for your exterior project is a big deal,” wrote Gary. “After all, you’ll be looking at those choices for many, many years to come! That’s why we recommend CertainTeed’s ColorView™ servicean online visualization tool that allows you to create a custom exterior from CertainTeed’s extensive library of residential building products and colors. Choose a home design that’s similar to yours, then use ColorView to mix and match vinyl siding products, colors and accessories.”

Now that’s what we call Freedom of Choice™!

Read the complete blog post:
Not Sure Which Color of Vinyl Siding in New Jersey to Choose? Use CertainTeed’s ColorView™ Tool

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Coming to a Job Site Near You – CertainTeed "Road Warriors" Present the Build-it Tour™

“The Build-it Tour™ is a great example of how CertainTeed has earned a position as the ‘Vendor of Choice’ with Applicators Sales & Service.” – Steve Schwartz, Training Manager, Applicators Sales & Service, Bangor, Maine

Logging tens of thousands of miles a year across North America, CertainTeed's Build-it Tour product application specialists – or “Road Warriors,” as they call themselves – are hitting the open road again in 2014. Last year, the five-member team altogether made 200 stops in the U.S. and Canada and will be coming to a distributor, job site or trade show near you, bringing their CertainTeed product knowledge and installation expertise.

Mobile Training
Now entering its sixth year, the CertainTeed Build-it Tour is an in-the-field, hands-on training program designed to help contractors, crews, architects and code officials expand their skills, capabilities and profit potential through knowledge and hands-on experience of CertainTeed's exterior products, systems and installation methods. The Build-it Tour's specially equipped touring trailer serves as both an onsite training classroom and a traveling trade show with full-size product displays.

Pat Sadler, CertainTeed Product Application Specialist based in Buffalo, New York, who specializes in fence, decking, railing and Restoration Millwork®, says the response from participants across the country has been overwhelmingly positive. “Working through our territory managers and regional distributors, we come in, set up and for half a day and educate and train participants in product features, benefits and installation techniques. We also address any ‘pain points’ or installation questions that might have someone scratching his head.”

If you build it, they will come
Earlier this year, Dennis Dykyj, Installation Manager with Lumbermen's Toledo, Ohio division, participated in a Build-it Tour training session on CertainTeed's EverNew® Railing and Decking products. The guidance he received with his home railing installation project has resulted in neighbors coming by to find out where they can get the product.

The Build-it Tour features CertainTeed's Cedar Impressions® polymer siding, WeatherBoards™ fiber cement siding, CedarBoards™ insulated siding, vinyl siding, soffit, Restoration Millwork® exterior trim, CertaWrap® housewrap and vinyl and composite fence, railing and decking products.

For more information on the Build-it Tour and upcoming dates, contact your CertainTeed Territory Manager or product distributor.

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Five Components That Make Social Media Ads Work

As more building professionals begin to see the value of adding social media to their marketing mix, a growing number are finding social media advertising to be extremely effective. 

By advertising in a social media outlet like Facebook®, they are able to pull in new fans and followers, engage existing ones, and promote and target their businesses to specific demographic groups. It’s an ideal way to engage and retain customers.

Referred to as “social” ads (as opposed to “print” ads), theses promotional messages are designed to include popular Facebook graphic elements such as
the “Like” button.  Once created, a list appears of “friends” who “Like” the ad, offering immediate and ongoing feedback. 

According to a Wildfire by Google White Paper on social advertising, branded messages paired with a social context result in 68% higher ad recall and have a four times greater likelihood that a viewer will purchase the product advertised.  Essentially, your advertising message includes a trusted referral or endorsement from someone your users know. This adds validity to your business, brand and products.

So how can you make a social ad most effective?

  1. Images and Branding:  Each ad has a specific allotted space for visuals.  Use it. It is best to drop in an image most relevant to your ad message.  And be sure to include your company branding in your image when possible.
  1. Title Copy:  The title or headline copy of your advertisement is often a “fixed” feature. Should you have the option to change it or test market different approaches, try asking a question, for example, “Got Inventory?”  Questions automatically trigger reader’s minds to answer.  If your question is compelling enough, they will want to click through to see the answer.
  1. Body Copy:  The body copy of your ad should describe what you are offering and also convey why a user should pay attention or care.  Facebook body copy is limited to 90 characters, so it is important to be concise and have your message on point.
  1. Calls-to-Action:  Research shows that users respond to instruction, but will seldom act without it.  This means your message should tell the users what to do, meaning, “click here for more details related to this product.”  Users are unlikely to “Like” the ad if they are not told to do so.
  1. Targeting:  One of the best features of the social ad campaign through Facebook is that users are now able to target their audience based on specific demographics such as age, gender, location, interests, etc.  Users should be careful, however, to balance these selections with a broad audience reach to ensure enough people see their content. 

The best social media plans begin by setting strategic, measurable goals up front, supported by a content strategy that will promote your business, brand, and products most effectively.

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