Amid the COVID-19 pandemic, paint retailers have discovered new solutions to continue serving their communities. Read about two retailers who are giving back and learn from manufacturers in the safety category what equipment frontline workers may need.
Applicators in Action
You know a paint job is not as simple as grabbing any old brush and calling it a day, but are you sharing the details of the myriad applicators with your customers?
Don’t Get Stuck—or Do
Find out how recommending a strong tape or masking product can prevent costly return trips or redos for projects and what tips to pass along to customers to ensure a clean finish.
From Start to Finish
Many DIYers don’t recognize how crucial a primer can be at the start of a project or the power a good sealer at the end. Be sure you have the knowledge about the coatings that will make their job easy.
It’s great to be part of an industry that is so aggressive and always looking for positives in tough situations. While there is a lot of uncertainty right now, one thing I’m sure of is that COVID-19 doesn’t stand a chance with an industry as tough as ours!
Whether you have been adding or enhancing curbside service or delivery, donating products to hospitals and nursing homes, expanding online ordering capabilities or making it easy to practice social distancing in your stores, you have committed to an unbelievable number of logistical and operational changes in a short period. And, like always, there will be more adjustments to come. Thank you so much for inspiring me.
I encourage you to keep serving your communities the best you can, and we will all get through this together.
Paint and Decorating Retailers Association staff members have been chatting with retailers across North America and have heard varied answers on how business is going. Some stores are closed, while others have seen an uptick in business. Some are seeing more DIY business, while others are gaining more contractor customers. I encourage you to keep serving your communities the best you can, and we will all get through this together.
Here at PDRA headquarters, we are making adjustments just like you. At this point, most of the staff is working at home, and they are doing a great job! I really feel this pandemic has made us work more closely than ever because we depend on each other more.
Every morning, I clean the door handles, phones and computers at the office. The staff is probably tired of my morning email saying everything has been cleaned. We all check in with each other and make sure everyone is safe and sound. Also, the power of technology is amazing. Believe it or not, I’ve actually learned how to do Zoom meetings! (Thanks, LeAnn!)
I wanted to remind you that the PDRA education programs are free to paint retailers during the pandemic. I encourage you to join more than 100 of your peers who have already taken advantage of this opportunity and visit pdra.org/education to sign up.
Please know we are here for you at all times. I look forward to seeing you all on the road soon.
As always, stay fired up!
Dan Simon Publisher, Executive Vice President of Sales dan@pdra.org
Publisher, Executive Vice President, Sales Dan Simon dan@pdra.org
Phone: 800-737-0107, Fax: 636-229-4750
Editor-in-Chief
Dan Tratensek dant@nrha.org
Issue Contributors
Hilary Daninhirsch
Diane Franklin Graeme Haase
Heather Kauffman-Peters
Jerry Rabushka
EDITORIAL, DESIGN & PRODUCTION
Managing Editor Melanie Moul editor@pdra.org
Hans Cummings Autumn Ricketts
Todd Taber
Nancy Vondersaar
Association Coordinator Tina Sullivan tina@pdra.org
Graphic Artist & Web Coordinator Kim Groseclose kim@pdra.org
ADVERTISING
Account Executive
Brandi Hemmer brandi@pdra.org
Phone: 636-680-2785, Fax: 636-229-4750
PDRA EXECUTIVE LEADERSHIP
LeAnn Day Chief Executive Officer
OFFICERS
Craig Bond
Chairman of the Board
Tommy’s Paint Pot, Eugene, Oregon
DIRECTORS
Robert Mueller
Benjamin Moore Kelowna Kelowna, B.C., Canada
Jay Donnelly
Flanagan Paint & Supply St. Louis, Missouri
Lesley Davies-Baptista Paint Fair Ltd. Freeport, Grand Bahama, Bahamas
PDRA ADVISORY COMMITTEE
Dori Marks, PPG Industries
Thomas Hill, The Coatings Alliance
Eugene Andreassi, Benjamin Moore
Joe Jankoski, Hunter Douglas
Bob Clemence, Hyde Tools
John Shingledecker, Allpro Corp.
Richard Russo, Reed Exhibitions
Mike Dube, Lancaster
The Big Picture
ITributes in Paint
n the small town of Ogdensburg, New Jersey, Bathing Beauties Shower Doors, a full-service glass company providing mirrors, shower doors and general glass repair for area residents, has transformed its store windows to honor the people who are serving on the frontlines of the COVID-19 pandemic.
“I wanted to show support for police, firefighters, nurses and first responders,” says store owner Tom Horuzy. Horuzy understands the plight of frontline workers since he serves as an EMT with the Ogdensburg First Aid Squad and his 14-year-old glass company has been deemed an essential service.
To create the supportive murals, Horuzy reached out at the beginning of April to window artist Kim Lonsky who he had previously hired to paint Christmas art on his store windows. Because Lonsky works outside and alone, she was able to maintain social distancing practices while creating the new murals.
The special tributes to health and safety workers were done in vibrant latex paints and have drawn positive attention locally and on social media.
Horuzy says he plans to leave the window art in place until the pandemic is over.
Packaged to Perfection
Lift Off® Stain Removal Kit Receives Design Award
Stoner Inc., manufacturer of Lift Off stain, paint, varnish and caulk removers, announced its new Lift Off Stain Removal Kit was selected as the recipient of the 2020 American Design Award for exceptional packing and display case design by Graphic Design USA.
Designed by FORCEpkg, a Lancaster, Pennsylvania-based company, to draw attention to the new Stain Removal Kit on retail shelves and checkout counters, the packaging asserts “Not All Stains Are Created Equal.”
“Our task was to design a Lift Off Stain Remover package that communicated the benefits of three distinctly different products,” says Brian Harper, partner at FORCE. “By utilizing a large window for that quick labeling read plus maintaining an overall clean-looking package without all the clutter made this packaging work very well.”
The Stain Removal kit includes a 2 oz. bottle of Food, Drink & Pet Stain Remover; Grease & Oil Stain Remover; and Pen, Ink & Marker Stain Remover. It also includes
a stain wand for scraping and a guide to help identify the correct product for each stain removal application.
Every stain has a unique chemical composition, which means no multipurpose or surface cleaner can eliminate all stains. Lift Of products are stain-specific formulations that break the molecular bond of stains so they can be lifted off when blotted, rather than dissolved and spread when wiped. There are Lift Off products for each type of stain—sugar and protein; grease and oil; and pigment and dye-based—all work without damaging surfaces.
Lift Off stain removers work alone on simple stains and can be used together on complex stains, such as stains comprising compounds from more than one category, like spaghetti or barbecue sauce, both of which are protein and oil based. Patented Lift Off EnviroScience® ensures Lift Off stain removers are low in VOCs and biodegradable, safe for the environment and the user. They can be used on multiple surfaces, such as concrete, brick, tools, tile, carpeting, clothing, upholstery, fabric and more.
Product News
Ergonomic Paintbrush
Sponsored Product
American Mallard paintbrushes feature a lightweight, ergonomic design with comfortable rubber grip to reduce cramping. The handle has an extension pole hole in the base and it is microtextured for a more secure grip. Removable brush heads allow users to change paint colors quickly. American Mallard’s unique handle design allows for increased accuracy and control with an index finger guide point. They’re available in 1 ½-inch, 2-inch and full-grip styles. American Mallard americanmallard.com or 314-324-1347
Reactive Sealer
Hydro Lacquer with PolyWhey ® from Vermont Natural Coatings is a grain-enhancing, water-based sealer made with plant-based resins. PolyWhey technology uses whey proteins instead of toxic ingredients. Hydro Lacquer with PolyWhey resembles a warm oil look and is suitable for floors, furniture and all other interior woods. It is a USDA-certified biobased product and it is made in the U.S. Vermont Natural Coatings vermontnaturalcoatings.com or 802-472-8700
Cordless Heat Gun
DeWalt’s 20V MAX Cordless Heat Gun is compact for use in tight spaces and can be used for paint and decal removal as well as shrinking wire tubing. It features up to 990 F output temperature and comes with two temperature settings. The lock-on and lock-off feature allows for hands-free operation. Attachments from other brands fit its standard-size nozzle. It includes a flat nozzle and hook nozzle attachment, a 5.0Ah battery and a charger. DeWalt dewalt.com or 800-547-0780
Wall Stickers
GLOPLAY glow-in-the-dark wall stickers use high-quality phosphorescent materials that charge in full sunlight in just 10 minutes or 30 minutes with indoor light. The strong adhesive will keep the sticker on any surface, yet remains easily removable without leaving any residue behind.
Sanko T.A.P. Corp. letsgloplay.com
COVID-19 Updates
Shifting Dynamics
How the Industry Came Together to Support Independents
The energy was buzzing for Mike Beaudoin and his team at ALLPRO at the end of February while they were finalizing the last few details before their spring show. The staff, suppliers, members and guests were excited about the event being at a new venue, and everyone was anticipating a successful year.
“Leading up to the show, the sun was out, everything was bright,” Beaudoin says. “As we got closer to the show, which was the first week of March, our outlook shifted slightly.”
At the time, there were five reported cases of the novel coronavirus, COVID-19, in the U.S., and they were isolated to the Pacific Northwest. Beaudoin made a challenging call: The show would go on in San Antonio, but any member or supplier who wasn’t comfortable attending could opt out.
“Once we got to the show, the situation was intensifying, and it really changed the dynamic of the event,” he says. “People realized the gift it was that we were able to be together, and we knew the world was going to be radically different when we got home.”
While members enjoyed the opportunities to socialize at the show, they also used it to their advantage.
“At that show, our members made buying decisions knowing that a week out, things would be different,” Beaudoin says. “They ordered PPE, gloves, products that they knew would become scarce and the things they needed to be in business.”
When everyone returned home from San Antonio, federal, state and local governments were starting to take action. Just a few days after the show, the World Health Organization declared COVID-19 a pandemic, and stay-at-home orders started taking effect throughout North America.
“Things started to be shut down pretty quickly, and that was scary for a lot of our members,” Beaudoin says.
Instead of taking a backseat, ALLPRO members sprang into action to continue serving their communities and keeping themselves and their staffs safe. To share innovative strategies, ALLPRO representatives helped facilitate communication between members.
Retailers have been accepting shipments of PPE and then donating it to frontline workers and first responders in their local communities.
“Members in different regions started weekly conference calls and Zoom meetings. There were multiple calls on a daily basis to talk about the obstacles everyone was experiencing and the solutions they were coming up with,” Beaudoin says. “The bottom line was, if you’re not letting people in, how are you doing business?”
Retailers were sharing their strategies to develop new logistics details, such as curbside services and contactless deliveries. They were also talking through how to navigate making necessary changes in the workforce and maximizing what they could do with the staff they had.
“Our members are very innovative. This situation has forced them to use new technologies they haven’t used before, to communicate in ways they haven’t before, and they’re all doing it in stride because that’s what they need to do to survive and continue serving their communities,” Beaudoin says. “These are the times that favor the bold and the fighters. I’m confident that this channel will come out stronger on the other side of this.”
While retailers were busy finding new ways to serve their communities, Beaudoin knew financial obstacles were at the top of everyone’s minds. There were payments coming due to suppliers for April, and one supplier, Benjamin Moore, developed a new payment model that ALLPRO was able to mirror throughout the channel.
“Benjamin Moore stepped up and split the April payment for their retailers across three months, instead of it all being due at once,” Beaudoin says. “We thought this system would be a great solution for retailers, and we were able to get 15 other suppliers on board. That’s a powerful position to take, and it really shows the confidence these suppliers have in the channel. We are very appreciative of Benjamin Moore for pioneering this model that we were able to leverage with other suppliers. They took a leadership role when we needed it the most.”
With concerns about payments alleviated for the moment, retailers focused on getting the supplies their community members needed, and ALLPRO was their primary resource.
“We were able to use our buying power to procure millions of dollars’ worth of masks and other PPE,” Beaudoin says.
“We worked with brand new companies to source products like hand sanitizer—from a company that had transitioned its operations from manufacturing deck stain. We were also able to source PPE products from companies in Canada we have never done business with.”
Retailers donated most of the PPE they received to health care workers and other frontline professionals in their communities, which Beaudoin says doesn’t surprise him.
“Our members have been working in their communities for generations, and they are so connected to their
customers,” he says. “They’ve been around for generations because they always figure out how to navigate adversity. With the help of the suppliers that believe in them, retailers are finding a way to stretch out and succeed. I choose to see the best of humanity in these times, and what I’ve seen so far gives me so much confidence in this channel and its ability to persevere.”
“With the help of the suppliers that believe in them, retailers are finding a way to stretch out and succeed. I choose to see the best of humanity in these times, and what I’ve seen so far gives me so much confidence in this channel and its ability to persevere.”
—Mike Beaudoin, ALLPRO
Independent paint retailers were able to donate thousands of masks to frontline workers in their communities.
News
Updates
PPG Pledges $1.5M to Fight COVID-19
PPG will contribute more than $1.5 million to organizations supporting community relief efforts amid COVID-19.
The company named several organizations that will receive donations, including Feeding America, the Red Cross and organizations in Pittsburgh, where PPG is headquartered.
Previously, the company donated more than $500,000 of paint and masks during the pandemic.
U.S.
Loses
“At the center of our company’s purpose is a commitment to ‘protect and beautify the world.’ Today, the word ‘protect’ is taking on an even greater significance to all of us,” says Malesia Dunn, executive director, PPG Foundation and corporate global social responsibility.
“We are focused on protecting our communities by supporting these organizations that are helping others, as we all look forward to brighter days ahead.”
More Than 30M Jobs in 8 Weeks
Data from the U.S. Department of Labor shows more than 33 million people have filed for unemployment amid COVID-19 (as of May 12).
The WHO declared a pandemic on March 11.
Existing Home Sales Fall
The National Association of Realtors found existing home sales in the U.S. fell by 8.5 percent in March.
Find Help for Your Business
The Small Business Administration is offering a range of loans to small businesses that have been disrupted by COVID-19. Visit covid19relief.sba.gov to learn more.
Paint Sees Online Search Boost
Grant Farnsworth, director of business development for market research firm The Farnsworth Group, hosted a webinar about consumers’ shifting shopping preferences amid COVID-19.
One of the key takeaways is the online opportunity many paint retailers are seeing as customers avoid visiting shops in person. Instead, customer purchases are increasingly taking place online. What’s more, customer satisfaction for purchases made on Amazon is at an all-time low.
Farnsworth also presented data on consumers’ online search habits. Google searches for ‘paint’ rose 700 percent throughout the month of April, indicating consumers are ready to undertake painting projects while they are practicing social distancing.
“There are so many people looking for information right now,” Farnsworth says. “For many people, online searches are becoming the new normal.”
See Page 44 for tips on online marketing.
About one-third of all customers have tried a different brand of product than their preferred brand during the pandemic.
Source: The Farnsworth Group
By Diane Franklin
A Lifeline to Safety
How Paint Stores Are Serving Frontline Workers in Their Communities
Never before has the world been more attuned to the need for safety. The COVID-19 pandemic has brought the term “social distancing” into our lexicon and given universal recognition to N95 respirator masks and other forms of personal protective equipment.
Paint retailers, of course, have long been familiar with PPE products, given that they sell these items to customers every day. With the need for PPE soaring among health care workers and others who are combating the ongoing health crisis, paint stores have become a valuable source of these products outside of the paint industry.
While being a much-needed conduit to providing these safety products to their communities, many paint stores are operating as essential businesses during the pandemic and doing what they can to keep their employees and their customers safe.
On the following pages, read snapshots of how retailers in two states hit hardest by the pandemic—New York and Washington—are providing safety equipment and also keeping their employees and customers safe.
Hadlock’s House of Paint
Terry Dacey, owner of four-store Hadlock’s House of Paint in Rochester, New York, found himself with a windfall of 6,400 N95 masks in mid-March. He had placed the order through his buying group, ALLPRO, just a few weeks earlier. At the time, there was already mounting concern that the COVID-19 outbreak would become a pandemic.
“I ordered the masks with no expectation of ever getting them,” Dacey says. “I was shocked when they actually arrived.”
Dacey found himself in a position to help his community. He donated 240 masks to Foodlink, a local food bank and community kitchen that provides 4,000 meals every day for people in need, including the community’s schoolchildren. He donated the rest of the masks to Rochester General Hospital for use by the medical staff who are caring for patients with COVID-19.
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“Since this whole thing started, I haven’t sold a single mask,” Dacey says.
Hadlock’s is still meeting the needs of its professional customers who require respiratory protection for such activities as spray-painting, woodworking and exposure to hazardous chemicals on the job site. Instead of N95 masks, Hadlock’s is selling these customers 3M dual-cartridge respirators.
“We’re upgrading our customers to the larger respirators until we no longer have a shortage of masks,” Dacey says.
Because Hadlock’s House of Paint falls under the hardware and home improvement category, it is considered an essential business in New York State.
However, for the safety of his staff and customers alike, Dacey made the move to curbside pickup. For further protection, the staff wears masks when they take deliveries to their customers’ cars.
“We got some pushback when went to curbside pickup, but I wouldn’t do it any other way,” Dacey says.
“We had to take care of our people, and most of our customers appreciate that.”
Dacey’s generosity in donating the N95 masks attracted the attention of local and national media alike. In response to all of the coverage, Dacey received a flurry of positive reactions from medical professionals and others in the community.
“I’ve gotten all kinds of calls from doctors and nurses,” Dacey says. “Before we went to curbside pickup, some of them even popped their heads in
the door to thank me. However, my goal was not to get recognition, but to encourage others to do the same.”
Dacey is the third-generation owner of a family business started by his grandfather 99 years ago. His son, Sean, represents the fourth generation. Dacey will celebrate his 50th year with the business next year, coinciding with Hadlock’s centennial anniversary. Certainly this year represents one of the most unusual—and most challenging—in the company’s history. With customers not physically coming into the stores, Dacey acknowledges he is missing out on some sales.
“We’re selling paint, but not getting customers into the store has caused us to take a hit on sundries and other products such as wood stains,” he says.
In addition, Dacey had to make the difficult decision to lay off two decorators. For those who need color advice during the shutdown, he directs customers online or to the Benjamin Moore mobile app.
Professional painters also are taking a hit because of work restrictions requiring social distancing. For painting contractors who were working on their own anyway, this isn’t an issue for outdoor projects. However, there’s an overall slack-off of interior work.
“The biggest issue at this time is that people don’t want outside workers coming into their house,” he says.
While indoor painting projects have slowed down for professionals, many are still able to perform exterior painting projects that don’t require teams or contact with customers during the pandemic.
The sales picture for Hadlock’s House of Paint is still emerging. The stores had a good March, with customers rushing in to buy products prior to the brunt of the pandemic. April was fairly quiet, though at least some of the slowdown could be attributed to the unseasonably cold weather. With the weather improving, Dacey is hoping for a better May and June.
“People are looking forward to doing some outdoor work on their homes,” he says.
“Together we have found that through reasonable expectations and creative solutions we are making a difference.”
—Sarah Ross, Mallory Paint Store
Mallory Paint Store
Mallory Paint Store has been supplying the communities it serves with much-needed safety equipment in response to the COVID-19 crisis. The first Mallory Paint location opened in 2006 in Woodinville, Washington. Since then, the business has opened additional locations across Washington and Idaho. With a total of 126 employees, the operation recently opened its 20th location in Monroe, Washington.
During the unfolding COVID-19 pandemic, Mallory Paint has taken a proactive role in supplying essential PPE products to health care facilities and government agencies. Sarah Ross, brand manager for the company, says customers who are health care workers were aware of the business’s capacity to provide products to fulfill their needs.
“Also, through the work of our outside sales representatives, we were able to identify needs within our community and fulfill as many of those as we could,” Ross says. “In the South Sound, we provided hooded coveralls to nursing homes, face shields to other health care workers, and currently we have multiple orders of hand sanitizer being shipped to government departments and health care facilities.”
Ross adds that Mallory Paint Store has the added benefit of being an ALLPRO member, meaning they are not alone in their search for sourcing.
“Together we have found that through reasonable expectations and creative solutions we are making a difference,” Ross says.
Mallory Paint Store sells a wide variety of products in the PPE category, including hooded and crewneck coveralls; N95 masks, respirators and filters; and gloves, disinfectants and cleaners. Hand sanitizer from CIC Coatings is a recent addition. Other suppliers include SAS Safety, Buffalo Industries, 3M, Trimaco, ICP Construction and SamaN, among others.
“Due to the increased overall demand. we often find ourselves in a queue to receive our orders,” Ross says. “However by paying attention and using multiple sources, we have been quite successful at maintaining our supply chain.”
While meeting the increased demands of local communities for PPE, Mallory Paint Store also has continued to meet the needs of the professional tradeworkers who make up a large portion of the company’s customer base. Ross says PPE demand among tradeworkers has fallen due to work restrictions placed on them in response to the COVID-19 outbreak, but those who are still working have needs that still must be met.
“Health care workers prefer N95 masks, whereas many tradeworkers are looking for half-face masks or filters for their long-term use,” Ross says.
Painting professionals and workers in other essential fields have different preferences for PPE, so you can serve a variety of needs.
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“Health care workers prefer hooded coveralls; however, tradeworkers will wear crewneck coveralls with a spray sock or spray hood to protect themselves from particulates. By understanding our client base and identifying the differences in their needs, we have been able to allocate the appropriate materials.”
Mallory Paint is among the essential businesses that are allowed to remain open in Washington State. To keep employees and customers safe, the company
has been closely following the guidelines provided by the CDC for all of its locations.
“Current offerings include curbside pickup, delivery and social distancing,” Ross says. “Our employees wear gloves and have been provided masks, which they are required to wear when interacting with customers, and our storefronts are being consistently cleaned and disinfected. As the weather continues to improve, we are seeing more DIYers visiting our stores because we are still open and here to help.”
Carry a Full Range
Mike Bennett, national sales manager for Honeywell Safety Products, recommends a paint store carry a full range of safety equipment for customers, including respirators, fall protection, safety glasses, gloves and coveralls. Honeywell’s respiratory protection line for architectural painters includes an assortment of different types of respirators, both disposables and reusables. The line offers professional-grade products that provide a comfortable fit while meeting or exceeding the National Institute for Occupational Safety and Health safety standards.
“All large painting contractors are respecting the OSHA regulations more, which means having their painters wear the right safety equipment for the job they are doing that day,” Bennett says.
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Staff at Mallory Paint Stores wear masks to keep customers and other workers safe while the store is operating as an essential business.
It’s also a good idea to continue to look at the new products being introduced to the category. For instance, among the latest additions from Trimaco are Smart Grip® Shoe Guards. With a grippy sole, these shoe and boot guards won’t budge and allow users to walk safely while protecting against tracking dirt and mud.
A modern, economic alternative to traditional shoe covers is E-Z Floor Guards®. This innovative protective shoe cover works by easily placing a sheet of high-quality, adhesive plastic film on the bottom of a shoe or boot to avoid tracking dirt and debris into a home or job site.
“Simply step, pull and tear,” says Benny Cato, national sales manager for Trimaco Inc. “No need to bend over and struggle to apply like traditional, disposable painter’s protective shoe covers or booties.”
If going back outside, painters don’t need to bother removing the protective film. All they need to do is reapply a new sheet of adhesive plastic film as they re-enter the job site.
Safety Is Paramount
With the COVID-19 health crisis at the forefront of health and safety concerns, manufacturers are reporting a large impact on the demand and availability of their PPE products.
“Our Tyvek® Coveralls, SuperTuff® Spray Socks and Hoods, and SuperTuff® Shoe Guards are in high demand right now,” Cato says. “As traditional sources for these types of products to the health care industry began to run low on PPE, demand has turned to nontraditional sources like paint stores.”
Other products in high demand from Trimaco are cleaning products, such as SuperTuff® Microfiber Cloths and SuperTuff® Terry Towels.
Bennett concurs that the COVID-19 outbreak is having a tremendous impact on the category, with the huge demand to service medical personnel and first responders taking priority.
“That is where all of Honeywell’s capacity is going at this time,” Bennett says. “Hopefully this will pass soon, and we can get back to some sort of normalcy.”
READY FOR THE NEXT GENERATION OF DECORATIVE PAINTERS?
Trimaco’s E-Z Floor Guards® keep work areas clean from paint and other debris and are simple to put on over work boots and shoes.
By Hilary Daninhirsch
Sticking Points
Why the Right Tape Makes a Big Difference
Like other painting tools, there are a plethora of tape options on the market; tape is not a one-size-fits-all approach. That is why having a variety of options of quality tape for various painting jobs can be a differentiator for your business. Steering your customers to the right option for their project involves asking some initial questions and explaining the hows, whys and whats of painters’ tape application.
Having satisfied customers who trust your recommendations goes a long way toward future sales. Paint & Decorating Retailer talked to leading manufacturers in the painter’s tape category to find out how knowing the ins and outs of the market’s options can help your customers’ jobs come out clean every time.
The Problem With Incorrect Tape
Painting technologies and tools have only gotten more refined over the years, and that includes painter’s tape, as it can save time if applied properly. Selecting the correct tape for the job is essential, as choosing incorrectly can result in bleeding and residue, which are two of the primary potential problems.
“Paint bleed and poor finishes require costly callbacks, reduce efficiencies by taking up valuable project time and result in unsatisfactory work quality that threatens business reputations,” says Diane Walsh, vice president of marketing development and channel management for Shurtape Technologies LLC, makers of FrogTape® brand painter’s tape. “Consumers will feel the effects of a low-quality masking tape, too—the tape can fail to stick in humid environments and allow paint bleed, or it can adhere too strongly and damage the surface it is meant to protect, while creating a shredded mess during removal.”
Helping customers understand best practices for each step of their paint project can help them avoid issues after the paint is dry.
Photo courtesy of Trimaco
“Leaving tape on for too long, especially in direct sunlight, can lead to the tape being difficult to remove,” says Chandler Clark, national accounts manager for commercial and disaster restoration at Trimaco.
Brandon Paas of Intertape Polymer Group agrees that adhesive residue and paint pull are other common issues that occur due to users having the incorrect tape for the job or not following the usage recommendations. Moreover, he says it’s important the tape has not been exposed to harsh weather conditions or has been sitting around for a while.
Roland Kolilias, president of Blue Dolphin Abrasives & Tapes, says incorrect tape can lead not only to paint bleed and residue left behind but also to extra clean up as well as damage to substrates.
“All of these issues can lead to added labor, and if done by a professional, possibly a callback,” he says.
Clark says it’s important not just to choose the right tape but good quality tape.
“Paint contractors want products that make masking quick and easy but, at the same time, they must also provide top-class results,” she says.
Guiding to Tape
When a customer enters the store asking for help in choosing tape, it is essential all staff members know where to steer the customer, and they should start by asking certain questions. Everyone agrees that the more the retailer knows about the job at hand, the better.
“The most important thing to understand is the scope of the consumer’s project and the level of detail work involved,” Walsh says. “Retailers should ask questions about the surface or substrate being painted; the environment or weather, including whether it is an indoor or outdoor project; the level of fine detail; and the application method, including if they are using a roller, hand brush or sprayer.”
The main category of tapes on the market include general purpose masking tapes; production-grade painter’s tapes; professional grade multisurface painter’s tapes; and premium edge-treated painter’s tapes. Each has a different purpose.
For example, says Walsh, general purpose masking tape is not suitable for painting, while production-grade painter’s tapes are often used for taping protective floor coverings.
“Premium edge-treated painter’s tapes are topof-the-line tapes and are specifically designed to stop paint from bleeding and spoiling fine detail and edge work,” she says.
Because paints and resins change frequently, Kolilias says tape technology has changed to adapt to the new coatings.
“Tapes are becoming job-specific, whether they are for interior or exterior projects or for delicate or rough surfaces,” he says. “Retailers need to stay aware of the changes and carry the right tapes in order to make the jobs go more smoothly.”
Having the knowledge about the variety of painter’s tapes available on the market will help your DIY customers feel like a pro and will prevent your pro customers from needing to perform costly callbacks.
The painting environment and surfaces are crucial details for retailers to know before recommending a tape, says 3M global business unit manager Carter Swift.
“It’s also important to know how many days are needed to complete the project to determine how long the tape should stay in place before removal,” Swift says.
Paas strongly advises getting specific details of the job and the environment from the customer.
“For example, if the job requires taping varnished wood (trim, stair rail, etc.), a nonacrylic, delicate surface product will be best,” he says. “Knowing these intricate details can help retailers gain loyal and trusted customers who will keep coming back.”
Before, During and End Game
Preliminary steps prior to a paint job will involve taping as well, and retailers should be able to guide customers through the prep stage.
“Tape is used in many areas when prepping a job site,” says Clark. “For example, when using heavy-duty floor protectors, a general purpose tape won’t be adequate to join the seams—you need a heavy-duty tape designed for that job.”
Clark says tape used for dust containment systems is another type of tape needed in the prepping stages on some jobs.
“Controlling dust and debris not only prevents damage to surfaces, but helps maintain proper air quality,” she says. “If the tape doesn’t provide a secure seal, there will be areas where dust could escape.”
Retailers should also be knowledgeable in removal methods to make appropriate recommendations.
“For best results, we recommend removing the tape when the paint is still wet,” Walsh says.
“The second-best option is to remove the tape once the paint feels dry to the touch but not cured so the tape removes cleanly from the surface.”
Retailers may also want to explain how tape is susceptible to environmental stressors.
“Heat, moisture, light and even oxygen can affect the chemistry of the adhesive and shorten the tape’s lifespan,” Walsh says. “Shurtape recommends protecting your masking and painter’s tapes by storing them out of direct sunlight, heat and moisture.”
Learn Before Teaching
It’s easy for anyone, customer or retailer, to be overwhelmed by the variety of tape and its specific purposes. So that retailers can pass along knowledge in the best way that they are able, most manufacturers provide educational resources.
For example, Frogtape has developed a painter’s tape comparison chart that helps both retailers and consumers understand its differences and proper usage. The company recommends retailers consult with manufacturer partners for displays, endcap promotions and special signage.
IPG also offers a detailed tape selection guide for retailers.
“We recommend using IPG’s gravity-feed racking system that is delivered prefilled with POP material containing information about every tape product in the assortment,” Paas says. “It’s an effective way to save space on the shelf while also making it easy for customers to make an informed decision about the tape they need for the job.”
Paas says retailers should speak with suppliers and ask for product literature and marketing content, as the more information at hand, the better purchasing decisions will be made.
Blue Dolphin also has a selection guide as well as assorted videos on its website. The company also offers online meetings with retailers and end users.
3M has resources on its website and conducts training events.
Trimaco supports painters and retailers by organizing product knowledge sessions and providing literature, swatches, signage, POP displays, custom e-blasts and social media graphics.
“We are continually learning so we can develop the most relevant solutions to make the painter’s job easier, faster and complete without the need for rework,” Clark says.
Retailers need to capture all the details of a project in order to recommend the right tape for the job.
SEAL GRIP®
INTERIOR & EXTERIOR PRIMERS
FEATURES & BENEFITS
(apply to select products only, see TDS for more details)
• Outstanding stain blocking helps block out most stains including water, smoke, ink, markers, and more
• Excellent adhesion provides resistance to chipping, peeling, and blistering
• Fast drying primers can be topcoated in a little as one hour
• Provides a mildew resistant coating for defense against mildew and fungal growth
CONFORMANCE STANDARDS
SealGrip is our full line of universal, interior, and exterior latex and alkyd primers. With a variety of Primers, Sealers, and Undercoats, this comprehensive offering provides plenty of options for protecting interior and exterior surfaces. Features vary by product but often include excellent adhesion, fast drying, great stain blocking, and easy sandability. This product line contains PPG exclusive technology including Gripper®, Permanizer Plus®, Primeline, and Hydrosealer.
*Results are from internal and external testing and may vary slightly.
By Hilary Daninhirsch
Love at First Swipe
How to Be a Brush and Roller Matchmaker
Not all paint jobs are created equally, which means the same is true for paintbrushes and rollers. A painter may need several tools to complete the same project, such as a small brush for detailed work on trim and a collection of rollers and other brushes to cover the rest of the surfaces in a space.
Equipping a painter with the correct tools can make the paint job more enjoyable for them. Plus, having the right tool at the outset will save headaches later on. The consequences of choosing the wrong tool could be costly and time-consuming for the customer to remedy. It may also leave them with a poor impression of your business if your staff didn’t recommend the best tool the first time. On the following pages, get the details on why the right tool is essential and how to get all the necessary information from customers to set them up for success.
“Every applicator is designed to be used with different types of paint and surfaces,” says Carl Rumpf, vice president of sales at Premier Paint Roller. “Not following the manufacturers’ recommendation will leave a finished project looking less than desirable.”
“Achieving the desired result is certainly tied directly to using the correct applicator,” says Tom Niehoff, vice president at Pro Roller Co.
Make No Mistakes About It
One of the most common mistakes is buying a brush that holds too much paint.
“Beginning painters think holding too much paint isn’t possible,” says Tom Rundle, national account sales manager for The Wooster Brush Company. “Unfortunately, when they take that brush to the wall and it has more paint in it than they’re ready for, it drips onto the ground or onto surfaces that they don’t want painted, like trim or molding.”
Novice painters will also find a large brush to be more difficult to maneuver, he says.
“Buying an oversized brush can also lead to not laying off paint properly, leaving brush marks and other challenges,” Rundle says.
“Choosing the wrong type of brush—using natural bristle in water-based paint, for instance—will typically affect the results you’re able to achieve.”
Continued on Page 34
Recommendations From the Source
Paint & Decorating Retailer asked leading applicator companies to share their tools that leave no surface uncovered. Be sure your product mix has enough options available for any skill level and project type.
ArroWorthy
“Our microfibers roller covers are the perfect roller to use with the coatings on the market today. They pick up a lot of paint, don’t splatter, don’t lint and deliver an exceptional finish. Our ORO brush series offers the best of both worlds when using alkyd and or latex paints. These brushes are handcrafted to deliver superior results and feature excellent pickup, sharp cutting ability and easy cleanup.” —Roland Kolilias
Corona Brushes
“For fine finishing, our Champagne Nylon™ brushes provide the finest interior application of thin to medium viscosity waterbased paints, while our UltraWeave™ roller covers provide an extra smooth, lint-free, fine finish. For high production, our Performance Chinex® brushes provide superior pickup and release for today’s heavier viscosity, fast-drying coatings. Our high production UltraFast™ rollers provide rapid pick up and release with maximum coverage. There are many more materials and styles to choose from, depending on painter’s needs.” —Michael Waksman
Premier Paint Roller
“We recommend our Made in USA handcrafted paintbrushes. Our Montauk, Riverdale and Hampton brush lines are made with quality Dupont filaments and are designed for a plethora of interior and exterior paints, stains and clear finishes. Our WovenPro and Kodawool roller covers are of the highest quality and can be used with confidence for interior and exterior paint projects.”
—Carl Rumpf
Pro Roller Co.
line covers, of Painter our which and knit covers.
“Our Dripless line of covers provides a virtually lint-free smooth finish in all circumstances. Products in this line work well with all types of paints and finishes, from flat to high-gloss and in between. The fastest-growing line of covers are our Microfiber covers, which pick up an enormous amount of paint and release it uniformly. Our Pro Painter knit covers are the workhorses of our covers. They are extremely durable production covers and are best used with flat and satin paints on both interior and exterior applications. These are a top contractor choice.”
—Tom Niehoff
The Wooster Brush Company
“Wooster Alpha® paintbrushes are great all-around tools; they pick up and release paint well, create a beautiful paint stripe, clean up relatively easily and are built to last. Pro/Doo-Z® FTP® roller covers, while mainly for interior projects, are the best rollers to use for general painting. They offer great pickup and release and have increased shed-resistance for a smooth, premium finish quality.” —Tom Rundle
Continued from Page 31
Another common mistake is choosing incorrect roller material and nap.
“If a painter uses too long of a nap on a smooth or lightly textured surface, the paint will wind up smearing. The roller will slide as the fabric mats and make a mess,” says Ben Waksman, president of Corona Brushes. “On the other hand, using too short of a nap roller cover on a textured or rough surface will not apply enough paint, causing the painter more work and more coats than are needed or good for the paint job.”
The wrong roller cover can also lead to applying extra coats of paint and leaving lint on semigloss or gloss paints, says Rumpf.
Asking the Right Questions
Retailers can help consumers be confident in their purchases by educating themselves and their staff about their own stock.
“Retailers must know the variances in their product selections,” Niehoff says. “Consumers will be confident in their choices when shopping at independent operations.”
Guiding your customers to the right tools for their project will help avoid costly return trips and will help maintain your operation’s expert reputation.
When helping a customer in the store with their project, a retailer should ask key questions about the job. These details are equally as important in selecting the right coating as they are in pairing that coating with the right applicator.
“A retailer must get that novice painter into the right filament blend and size for their paint and skill level,” Rundle says. “Ask your customers questions like ‘What are you painting? What is the goal of this application? Is it a protection project or a decor project? What kind of skill level do you have?’”
Niehoff says the pertinent questions should address the surface that is being painted and its texture; whether the job is interior or exterior; when it will be painted; and what, if any, coating has been chosen.
When serving professional painters, Rundle says retailers need to know more precise details and understand the professional’s preferences when it comes to the tools they use, such as which brush may offer the right amount of firmness, for example.
For first-time or novice painters, recommending a smaller brush may be prudent, as it’s easier to use with fewer opportunities for error, while a professional painter may be steered toward a larger brush with larger handle.
FEATURES:
• High performance and longer lifespan than traditional abrasives
• Thousands of holes provide phenomenal dust extraction
• Innovative Net reduces dust pills and clogging
Be sure you understand the scope of your customer’s project when recommending coatings and applicators to make the right match.
Abranet abrasives with any Mirka® Sander and Dust Extractor the ultimate dust-free experience! the
Many manufacturers, such as Corona Brushes, provide educational resources, including flyers and other literature. Product representatives also host product knowledge sessions and demonstrations. Besides in-store literature, merchandising products by showing a ‘good, better, best’ model demonstrates quality, result levels and price point. Kolilias says that his company has developed usage charts to help both the professional and DIYer select the right tool.
Stock
Waksman says that one of the best ways a retailer can help customers is by stocking a wide variety of tools to meet the needs of their customer base. And all manufacturers agree that having a selection of high-quality brushes and rollers is crucial, as the better the product, the higher likelihood that the paint job will be of high quality, too.
“Guidelines provided to the consumer should begin with the fact that paints and stains are expensive and always changing, and they will save time and money by purchasing a top-quality cover and brush,” says Niehoff.
Make your stock available for customers to test out in the store or host product demonstrations.
By Diane Franklin
Above and Below
Guiding DIYers to the Right Primers and Sealers
Experienced professional painters have extensive knowledge of when and how to use primers and sealers. The typical DIY customer, however, is not well versed with these products. Paint stores need to be proactive in guiding their nonprofessional customers to the appropriate primer or sealer for their home improvement project. To meet these customers’ needs, store owners should ensure their sales staff is familiar with the full range of products available in the marketplace.
Paint & Decorating Retailer explored new trends in the primer and sealer category and how to set your associates up for success.
A Look at Primers
Primers are the foundation for a successful paint project, but many consumers overlook them because they don’t realize the benefits they provide and the problems they solve. Educating consumers about why primers are needed is key to success in the category.
“The importance of primers cannot be overstated,” says Mike Mundwiller, field development manager for Benjamin Moore. “Whether the challenge for the paint project is gaining adhesion to the substrate, sealing the surface to block out stains or lock in tannins, or providing uniform porosity so the finish coat application results in a smooth, accurate color and uniform sheen finish, Benjamin Moore has a range of offerings with Fresh Start Primers. Additionally, our diverse lineup of Insl-X primers can match the environment, substrate and issue that needs to be solved.”
ICP Building Solutions Group likewise provides a broad selection of primers. The company sells a complete offering under the California Paints, FixALL and Storm System lines, each slotted into different categories designed to fill the need of a specific purpose.
“Our primers are targeted by application to a particular substrate or to solve a problem,” says Matt Culverhouse, director of sales for architectural retail at ICP.
ICP has several primer options in the interior and exterior categories. Interior products range from standard drywall primers and enamel undercoaters to GripCoat primer, which is specifically formulated to adhere to hard-to-stick surfaces like glass, tile and PVC.
“The exterior primer family is home to some of the best formulas in the business,” Culverhouse says. “Our range of Trouble-Shooter® primers consists of both alkyd and latex primers. Our Trouble-Shooter Alkyd can be tinted to any color and is excellent on any wood substrate, neutralizing stains and tannins in wood while still allowing moisture to pass through up to 24 percent. Our Trouble-Shooter Latex equivalent is the perfect choice for wood, composite, PVC and other substrates and can tolerate moisture transmission of close to 40 percent— well above industry standards.”
ICP also makes universal primers that can be used on a variety of substrates to seal the surface to accept a finish coat.
Selecting the Right Primer
Brian Osterried, PPG senior manager, product marketing, stresses that helping consumers select the right primer for their renovation projects is critical to increasing the overall quality and durability of their paint finishes.
“A common project that DIYers might overlook when it comes to using a primer is repainting surfaces,” Osterried says. “Ensuring a complete paint color change when covering up dark or bright colors may require a primer to help create a uniform result. Additionally, if you’ve scrubbed away and still can’t get a heavily stained wall clean, a primer can do the job of making sure the most common stains stay hidden, including water, nicotine, smoke, ink, markers and wood tannin stains.”
Primer Innovations
Innovation continues to drive the primer category. As an example, Mundwiller points to the challenge of preventing tannins from bleeding through topcoats when applying paint to tannin-rich woods such as cedar and redwood.
“Traditional oil/alkyd primers did this quite well, but due to VOC regulations, formulations needed to change,” Mundwiller says. “Thanks to the dedicated chemists in our research and development lab in Flanders, New Jersey, this challenge was overcome with our C085 Fresh Start Alkyd Primer. It is always a win-win to formulate what is best for the environment and provide the solution to the customer.”
At ICP, Culverhouse says the FixALL Stain & Odor Barrier stands out as an innovative primer product.
“FixALL Stain & Odor Barrier is formulated with a unique waterborne technology that does everything from blocking stains to neutralizing odors from fire and smoke damage to pet odors,” he says.
A major trend in the category is the growing use of paint-and-primer-in-one technology. Consumers like the convenience of these products, but Culverhouse cautions that their availability should not diminish the need for standalone primers that fulfill specific needs.
A primer that addresses all of these needs is PPG PAINTS™ SEAL GRIP, a premium interior and exterior product formulated to block most stains, including water, smoke, ink and tannin. It also provides exceptional adhesion to glossy surfaces.
“This product can be used as a whole house primer on properly prepared interior or exterior wood, masonry, plaster, wallboard, cement, brick, stucco, cement composition board and wallcoverings,” says Osterried. “Its fast-drying formula can be painted over in as little as one hour.”
PPG Paints Seal Grip is an excellent solution for homes that have been extensively exposed to smoke and thus require heavy cleaning and a coat of primer before painting.
“Nicotine creates a yellow residue on the surface that must be removed before painting,” Osterried says. “We recommend removing the residue with a trisodium phosphate and warm water solution. Once smoke-exposed surfaces are cleaned, it can sometimes be difficult to get the nicotine to not bleed through the new paint, particularly with wood substrates such as cabinets, doors or trim. Therefore, a stain-blocking primer, such as the PPG Paints Seal Grip primer, is recommended before painting to reduce stains bleeding through.”
“Primers play a very important role in the integrity of the paint finish overall and serve as the foundation for a quality finish,” he says. “Many primers contain attributes you simply cannot put into a finish paint in some cases, and they are formulated specifically to address a problem before trying to perform a finish coat. In many cases, using a primer first will save money over the entirety of the full paint job versus using a paint designed to be an all-in-one.”
Satisfying Sealers
Selling sealers to DIYers requires that paint stores familiarize themselves with the protective benefits these products provide. From United Gilsonite Laboratories, for example, comes DRYLOK® Original Masonry Waterproofer, which withstands 10 pounds of hydrostatic pressure, equivalent to a wall of water 22 feet high, and is backed by a fully transferable 10-year warranty.
“A product like DRYLOK Masonry Waterproofer can be painted on, like ordinary house paint, and is proven to hold back water,” says Michele Margotta Neary, UGL’s vice president of marketing.
For maximum protection, there is DRYLOK Extreme Waterproofer, guaranteed to withstand Category 4 hurricane-force wind-driven rain and 15 pounds of PSI. This product is backed by a fully transferable 15-year warranty. Both DRYLOK Original and DRYLOK Extreme Masonry Waterproofers help protect against radon gas, feature low odor and water cleanup and have a breathable film (<1 perm rating) that will not trap moisture in the masonry.
Primers are a crucial component to a painting project, and many consumers may not be aware of how much time and money can be saved by using the right primer the first time.
The DRYLOK lineup also includes DRYLOK Floor & Wall Masonry Waterproofer, a high-gloss, abrasion-resistant coating that acts as a moisture vapor barrier on bare concrete floors or as a primer under latex floor paint or prior to applying floor coverings. It is guaranteed to stop water—limited to 4 PSI to help prevent structural damage from pressure cracks—and protects against 98-mph wind-driven rain.
Margotta Neary notes that many DIYers may not realize that a paint product like DRYLOK Masonry Waterproofer has the ability to stop water from leaking into (or out of) their masonry structures. Thus, it’s important for retailers to educate consumers about the many uses for these products.
“The most common project for the DIYer is waterproofing the basement to turn damp and dingy space into usable space—storage, family room, man cave, crafting, laundry, etc.,” Margotta Neary says. “Next is foundation walls, retaining walls and block structures such as above-ground storage sheds, garages, dugouts and concession stands at ball fields. In addition, DRYLOK Masonry Waterproofer is not just a below-grade basement solution. Many don’t realize that concrete pools or ponds can be coated with DRYLOK to keep the water in. This also goes for bird baths and fishponds.”
Selling Advice
Having firsthand knowledge and experience with primers and sealers is the best way to sell these products to both professional and amateur customers.
“Simply knowing the products, how they are used, how much they need to buy for the product to properly work is half the battle,” Margotta Neary says. “Remember that these products are not just decorative but have to solve a problem, so proper application is essential.”
Margotta Neary recommends retailers use merchandising tools from their suppliers to sell product advantages. For example, she points to UGL’s DRYLOK Action Display as an effective “silent salesman.”
“This display has an electric pump that moves water through a concrete block, one side coated with DRYLOK Masonry Waterproofer and the other side bare,” she says. “It shows how DRYLOK is able to stop water from penetrating the surface while the other side is completely wet.”
Culverhouse likewise urges retailers to learn their products so they can sell the best solution for the job at hand. In other words, don’t automatically recommend just one type of primer that claims it can do it all.
“The use of the appropriate primer to tackle a project ensures a consistent finish coat and an overall better result,” Culverhouse says. “In some cases, it may mean selling the consumer more material than a recommendation they may have
researched online or received at a mass retailer, but you will know you are giving them the right tools for a successful job. This solution-based selling will ensure the retailer is top-of-mind next time their consumers or contractors have a project to tackle.”
Osterried advises retailers to share their long-standing product knowledge to educate customers and to ensure they are thinking about the entire project, from beginning to end.
“Retailers should also consider displaying helpful reminders or checklists in the store to prompt customers to think beyond paint,” he says. “Additionally, having a face-to-face conversation with DIY customers about the condition of their walls can help determine if a primer is required for a successful finished project.”
Mundwiller says presenting primers to DIY customers gives retailers a great opportunity to show their expertise.
“Primers are problem-solvers, and the problems can be diverse, so the interaction with the customer is ideal to highlight the expertise,” he says. “Whether primers are displayed on an end cap or a designated section in the store, consumer confidence in the retailer can forge a repeat customer for years to come.”
Showing the effectiveness of sealers can be a key selling point. UGL’s DRYLOK includes a display that shows how water can seep through untreated surfaces.
By Jerry Rabushka
Family in Business
Yenkin-Majestic Celebrates Its International Roots
Jacob and Musa Yenkin booked passage on the SS Majestic of the White Star Line from Russia to the U.S. in 1906. They settled in Logan, Ohio, as fur and hide traders. In 1920, the family moved to Columbus where they befriended Charles Frey who owned the paint-making shop next door. Eventually, Jacob, his three sons, Abe, Ben and Fred, and Frey created the Frey-Yenkin Paint Co.; Frey left the company in the hands of the Yenkins in 1934. In the early 1950s, they moved to a larger facility in Columbus and renamed the company Yenkin-Majestic, in homage to the life-changing journey almost a half century before. Now in its 100th year, Yenkin-Majestic is run by Fred Yenkin’s grandson-in-law, Andrew Smith. The company continues to manufacture and ship paint and paint resin from its Columbus headquarters to customers around the world.
A Century Later
Yenkin-Majestic has maintained its excellence by having reinvented itself a few times while always providing a high level of customer service.
“Yenkin-Majestic has always stayed ahead of the times to provide products that meet or exceed the newest rules, especially for oil-based paints, where we are a leader in resin and paint production,” says Noel Booker, president of the Coatings Division. “The constant has been our commitment to quality products, customer service, on-time deliveries and close to 100 percent fill rates.”
The company now has three divisions: Majic Paints, which makes primarily architectural specialty and consumer paints; YM Industrial, which sells customized OEM (original equipment manufacturer) coatings; and OPC Polymers, a maker of resins used throughout the paint industry.
“On the consumer side of our business, we are well recognized as the U.S. leader in farm and agricultural paints, particularly in aftermarket tractor and implement enamels and as a supplier of small-can specialty paints targeting the craft and DIY markets,” Booker says.
The third division isn’t as well known, but Booker says people often use the company’s OEM finishes every day without realizing it.
“Other than the product manufacturer, nobody really thinks about the brand of paint applied to an ironing board, golf balls or a shipping container,” he says. “However, they all get painted. One of our jobs at YM Industrial is to provide coatings that make products made by other companies look and perform great.”
Many customers purchase from more than a single division.
“Increasingly, we sell OEM products, such as metal primers, through dealer and industrial distributor channels,” says vice president of sales and marketing Kathy Streng. “Likewise, several of our architectural technologies, such as waterborne direct-to-metals, are finding applications in the OEM channel.”
Focus on Specialization
Yenkin-Majestic is one of the country’s largest family-owned paint manufacturers and distributors. The company has continued its growth with a focus on specialty paint products and customization.
“We make a complete line of paints, but where we really excel is in specialty products,” says Booker. “We may introduce new products or totally new formulations that perform better than old ones, but we are especially good at giving new life to tried-and-true formulations that face regulatory challenges, particularly among the myriad VOC air regulations across the U.S.”
Yenkin-Majestic keeps up with federal, state and local regulations so it can produce high-performing VOC-compliant paints nationwide, and help consumers, contractors and paint retailers access products. The newer formulas especially benefit high-demand products whose current ingredients are under regulatory pressure due to air quality issues. The company has invested significant time and resources into reformulating these products to ensure they are compliant in all or most markets.
Products With a Purpose
Another call for new products is to coat surfaces that were, up to now, resistant to being painted.
“People want to paint that thing that was never meant to be painted,” Booker says.
Yenkin-Majestic answers the call with a recently launched new product line called REPURPOSE, which required a
major investment in its research and development facility. Booker is confident that the lab expansion will support Yenkin-Majestic’s growth goals.
“We will continue to introduce new specialized products because they have targeted uses,” he says, adding that the segmenting of the lab expansion allows them to emphasize specialization. “Part of the lab does plant support, quality control and maintenance of our existing product formulas, while another section is dedicated to new technology and new products.”
Continuous improvement helps Yenkin-Majestic respond to customers’ needs and maintain a high level of service.
“We are ISO-9001 certified, so we are very system-oriented in terms of manufacturing processes,” he says. “We have a structured way of doing things including introducing a new product, label compliance and product compliance. If you stick to those established methods, it improves processes and makes you more efficient.”
While the development focus is on these new specialty products, there’s also a commitment to making Yenkin-Majestic a great place to work.
“We are increasing the size of our lab and adding more people for the development of specialty products,” Streng says. “While we grow, we work hard to maintain an atmosphere where people want to stay. There is a lot of longevity here, and we like that so many people have found their way at this company.”
Over the last century, Yenkin-Majestic has weathered the Great Depression, World War II, the 1970s oil embargo and the Great Recession. Now it’s doing its part to work through the COVID-19 pandemic. The company has as many employees as possible working from home, is staggering manufacturing and lab schedules to reduce the concentration of personnel and has redoubled housekeeping practices.
“Business threats come in many different forms,” Booker says, “But there’s stability in being part of a family-owned business. We have two generations active in the business. This pandemic is unique in its nature, but not the first crisis we have had to deal with. Our culture is one of continuity and perseverance.”
Yenkin-Majestic has modernized its operation over the last 100 years to serve a broad spectrum of customers.
Fresh Coat
Connecting With Customers During Quarantine
The pandemic and ensuing quarantine have made one thing very clear—virtual communication channels can be used for much more than marketing. Retailers with a strong social media presence in place were instantly able to use those channels to keep customers informed about safety measures, store changes, and essential
product availability. Owners and operators who were hesitant before about the importance of online marketing are coming around to the power of digital connectivity. There are several tools retailers can use to stay connected with customers now and in the future. Read through them here to learn how you can expand your reach.
Facebook Live
Host Q&A sessions, interview customers and experts, highlight products services (like curbside pickup and delivery services) and provide how-to sessions.
Tips for Success
• Use Wi-Fi instead of cellular data for a smoother video
• Set your phone on a tripod or prop it up for steadier shots
• Respond to comments during the broadcast to connect with customers
• Promote the event ahead of time and post the video for people who couldn’t make the live event
Online Community Groups
Join parent groups, business groups and other community groups on Facebook, Instagram and Twitter to better understand the immediate needs in your community.
Tips for Success
• Reach out to community groups for product and service requests
• Get updates on the latest social distancing trends, like front porch parties, buy-local days and popular at-home projects
Content Marketing
Post curated content and images to give your followers tips on the projects they can work on while your community is still slowly reopening. Repurposing content and images across several channels can make the time investment smaller. See Page 46 for a program that can help.
8-9400 Series: Diamondhard RePurpose
8-0046 Series: Majic Latex Barn & Fence Paint
8-0072 Series: Oil Base Floor Paint
8-1500 Series: Diamondhard Acrylic Enamel
8-0850 Series: Camouflage Paint
8-2474 Series: All Purpose Enamel
8-0990 Series: Tractor, Truck & Implement
PDRA Now
Successful Strategies
PDRA Opens Access to Content Marketing Program
Although lockdowns are easing in some areas, many consumers will slowly return to normal activities. To help you connect with your customers and enhance your communications during the pandemic, the Paint and Decorating Retailers Association is providing complimentary access to its content marketing program through June 30.
“While communities are reopening, consumers will be interested to know when local stores are open and what their service options are, along with product availability and trends,” says PDRA CEO LeAnn Day. “If retailers are looking for a new way to communicate to their customers and extend their reach, I encourage them to take advantage of this program. It can supplement and enhance the communication plan they already have in place.”
The program includes five articles written by industry journalists that are focused on DIY paint and decorating trends, projects and/or how-to’s. Each article comes with a professional photo to enhance the messaging.
“We recommend retailers use the articles and photos on social media, in their blogs on their website or in their e-newsletters,” Day says. “The package also includes a newsletter template to further streamline the process of developing a content marketing plan.”
The content marketing program materials are sent out at the beginning of each month. For more information and to sign up for free access, visit pdra.org/marketing-materials . To be sure you are on the email list to receive updates about future opportunities available through your association, contact us at info@pdra.org
The Cost of Doing Business Study Is Crucial
The collection period for the 2020 Cost of Doing Business Study is still underway. This industry benchmark tool will be a critical tool for home improvement retailers to use to track their operation’s performance next year.
The study compiles median operating data from throughout the home improvement channel—hardware stores, home centers, lumberyards and paint outlets— to give retailers metrics to work toward. From average transaction size to sales per employee, this data can give
you and your staff actionable goals to achieve to improve the company’s bottom line.
Find all the details to submit your data at nrha.org/codb All information remains completely confidential, and to thank you for your participation, you will receive a copy of the study (a $499 value) and a Personalized Financial Analysis, which shows how you stack up against typical and high-profit operations in your segment of the industry.
The deadline to submit your information is June 30. Participate today and be a part of the industry’s history.
Support Your Scholars
While schools are closed and students, teachers and parents are figuring out how to navigate education in a new way, take the opportunity to give back. The PDRA Annual Scholarship deadline has been extended to July 3, which means there is still plenty of time to seek out qualified applicants for this year’s award.
Students need to be nominated by a PDRA member in good standing and should submit an essay along with their nomination form explaining how they would use the award.
“With everything being upended for students right now, we’re happy to still be able to provide this award to a deserving student,” says PDRA CEO LeAnn Day. “Retailers can reach out to their communities to sponsor the nomination of up to two students.”
Visit pdra.org/scholarship for more information about the scholarship award, to access nomination forms and to find marketing materials. If you get questions about the scholarship from customers or interested students, send them to pdra.org/cashforcollege
Survey: How Is Your Operation Affected?
The PDRA is always looking for new ways to support your operation when business is normal, and especially now during the COVID-19 pandemic To better identify the needs of retailers throughout North America, the PDRA is distributing a survey asking retailers the specific ways their businesses have been affected.
“The feedback we get through this survey will give us vital data and illuminate retailers’ specific concerns as we continue to advocate for independent paint and decorating retailers
during this challenging time,” says PDRA CEO LeAnn Day. “We want to make certain our members, and the larger community in the channel, have access to timely information to provide insight as we all move forward.”
All responses collected through the survey will remain completely confidential. Participate through May 31 at surveymonkey.com/r/pdrasurvey
If you wish to speak to someone about how the PDRA can help, reach out to 800-737-0107 or info@pdra.org
PDRA EDUCATION INITIATIVE
The Winning Project
Back when the halls of schools were filled with laughing, jostling students, the son of one retailer was hard at work conducting experiments on caulk for his junior high school’s science and engineering fair. The caulk supply came from his family’s store in Graham, Texas. In 2018, Graham Custom Cabinets moved into a larger space, making room for more retail offerings of paint and caulk and other products for remodels and new builds. The company expanded its line of Kelly-Moore branded caulks around the same time, which became the inspiration for the eighth-grader’s project.
“I saw how many different caulks there were and wanted to know which ones were best for what purposes,” says Ethan Stewart, son of Teresa Stewart, co-owner of Graham Custom Cabinets.
Ethan worked with KM Urethane Elastomeric, KM Acrylic Elastomeric, KM Fast Dry, KM50 Siliconized Acrylic and KM30 Painter’s Acrylic for his project.
“I tested the elasticity, strength and chemical resistance of each caulk,” he says.
According to his results, KM Urethane Elastomeric had no reaction to household chemicals, including bleach, bathroom cleaner and mildew cleaner, unlike the other varieties;
and the KM Urethane Elastomeric also had the most stretch and movement (a 2-inch piece stretched to 18 inches). In a pull test, the KM Urethane Elastomeric, the KM Acrylic Elastomeric and the KM50 Siliconized Acrylic held up to 45 pounds.
Ethan’s science project took first place at the school fair, which he says was exciting since he had put a lot of time and effort into it. He then moved on to the 2019 Fort Worth Regional Science and Engineering Fair where he won third place for his category.
Teresa Stewart shared the details of the project with Ray Heck, vice president of marketing for Tower Sealants, which manufactures the caulks.
“How often do you come across a young person who has a talent in technology and engineering, who’s going to make a mark on the world and has an interest in this channel?” says Heck. “I’ve been in the industry for a long time, and I feel blessed that our products were a part of this project.”
Although Ethan enjoys working with his family at Graham Custom Cabinets, he says he would like to pursue a career outside the family business. Hopefully, as Heck predicts, he’ll find his own place in the industry.
