Catering to Home Improvement Contractors
There is limited information on case studies, success metrics, or examples illustrating how home improvement products companies are strengthening their relationship with contractors. Moen promotes its relationship with contractors using the "Buy it for the Big Game" promotion. Moen also offers something for every home improvement professional using its products such as Moen 101 Training and a margin calculator meant to maximize profit margins for contractors.
What the Company Is Doing
- Moen is offering "something for every professional" through Moen 101 training, a sell-sheet creator, a literature center, and a margin calculator.
- Moen also offers a rewards program known as the "Buy it for the Big Game" promotion. The loyalty program (contractor rewards) of Moen has been n existence since 2016.
How They Are Doing It
- To make contractors have a stronger relationship with its products, Moen offers training to contractors. The training listed on its website and titled Moen 101 contains content arranged in a series of modules and sorted by product category. The training covers innovations relevant to bathroom and kitchen improvement, among other categories of home improvement sections.
- Moen also offers training to contractors on cartridges, valves, accessories, and bath safety. Training covers the installation of home finishing and upgrades.
- Moen is promoting its relationship with contractors using the "Buy it for the Big Game" promotion.
- Moen introduced a contractor rewards loyalty program way back in 2016. The program is a free program that gives enrollees (contractors) points when they purchase specific Moen products. Members are allowed to combine points earned from other participating manufacturers to points earned with Moen to win prizes via a rewards program that is managed by BI Worldwide.
Available Metrics of Success
- There is limited information open to the public on success metrics relative to case studies or examples illustrating how home improvement products companies are strengthening their relationship with contractors.
- Moen successfully announced the winner of its Contractor Rewards' program known as "Buy it for the Big Game" promotion as Leevon DeCourley, in 2018. The winning prize covered two tickets and included a three-night trip to a Super Bowl LII event in February 2018 at Minneapolis.
- Sherwin Williams offers water and wastewater impact award winners for its contractors. This award is for contractors that are using some reliable products that Sherwin Williams offers, such as Sherwin-Williams Fluorokem HS (an ultra-durable, ambient-cured, high-solids fluoropolymer urethane finish).
How They Are Doing It
- Sherwin Williams offers an Impact Award meant to honor contractors working on demanding water and wastewater projects. The award also recognizes those professionals that are committed to protecting assets to enhance public safety in a manner that extends the lives of assets and reduces downtime to guarantee safe, reliable service.
- Sherwin Williams believes that without dedicated engineers, contractors, and asset owners that are focused on protecting assets, homes within various communities could be hit adversely with an unreliable water service as well as significant worries. Some water treatment systems originate from (and include plumbing and connections) individual homes.
- Sherwin Williams award honors extraordinary projects that utilize its coating as well as lining materials (those produced by Sherwin-Williams Protective & Marine).
- Several award submissions get reviewed for selection to earn Sherwin Williams' wastewater impact award. Submissions that get considered include standout projects covering wastewater treatment plants, water towers, among other projects that have shown excellence in utilizing high-performance protective coatings to protect against corrosion and extend the lives of assets. Winners (contractors) get selected for the award from the United States.
- Sherwin-Williams utilizes its Water & Wastewater Impact Award program to identify and to associate (promote itself) with contractors (such as United Coatings & Linings, UCL) installing some of its reliable products. Apart from tank coating, United Coatings UCL has a certification from Energy Star also offers home finishing/improvement installation services related to homes and roofs within the United States.
Available Metrics of Success
- There is limited information open to the public on the success metric of Sherwin Williams water and wastewater impact award to contractors.
- Sherwin-Williams announced winning teams of professional contractors for its Water & Wastewater Impact Award program in 2019. They include the coatings' inspection contractor OmniTech, LLC; SUEZ Advanced Solutions; the engineering firm Hazen and Sawyer, as well as the City of Fort Lauderdale.
- Sherwin-Williams successfully utilized its Water & Wastewater Impact Award program to identify as well as to associate (promote itself) with contractors (such as United Coatings & Linings, UCL) installing some of its reliable products.
An initial investigation got conducted to uncover case studies or examples illustrating how home improvement products companies are strengthening their relationship with contractors. This strategy reviewed a compilation of various case studies published by content marketing companies such as Group High. We wanted to uncover if these companies were providing offering classes, certifications, specialized equipment, training, better or longer warranties to contractors, to boost their relationships. Insight revealed that Moen (a faucet brand in North America), is powering an active "influencer outreach program" to tell its product story. Research to uncover details of the program and if it boosts the relationship of the company with its contractors failed to disclose any helpful findings as such data is not made public.
Another investigation got conducted to uncover case studies or examples illustrating how home improvement products companies are strengthening their relationship with contractors by going through reviewed industry publications such as ContractorMag. ContractorMag revealed how a faucet manufacturer (Moen) recently partnered with mikeroweWORKS Foundation to support trade-focused scholarship programs in 2020. We also tried to find if the beneficiaries of the sponsorship include contractors (as defined above), and the metric of success revealed that the partnership (between mikeroweWORKS Foundation and Moen) has offered over $3.1 million in work ethics scholarships to about 900 recipients. Further insights revealed that beneficiaries of the sponsorship are "students pursuing a career" in skilled trade professions such as plumbing. None of the uncovered insights revealed whether the included students are bonded individuals or whether they often get hired to complete home improvement projects.
We also examined the websites of home improvement products companies such as Georgia Pacific, Moen, and Sherwin Williams to see whether these companies are strengthening their relationship with contractors. We were able to uncover that Moen has a dedicated resource that grants contractors exclusive access to its products and services. It uses a web resource specific to contractors listing home improvement products. Additional research to uncover how this feat (unique web resource for contractors) affects the relationship between Moen and contractors, as well as the metric of success, did not reveal any useful finding. Moen does not make such details public. We assumed that Moen and other home improvement products companies may not be under any obligation to publish the complete information on how they are strengthening their relationship with contractors. Further research revealed that Moen offers "something for every professional," such as training on its home improvement products. Analysis to uncover the success metric of Moen's training for professional (certified) home improvement installers, licensed and bonded individuals, or companies that homeowners hire for home improvement projects did not reveal any helpful insights.
We investigated news resources and leading magazines related to "residential remodelers." Magazines with articles on home improvement contractors and service providers such as Qualified Remodeler got examined. We also investigated if home improvement products companies are providing classes, certifications, specialized equipment, training, better or longer warranties, research sponsorships to contractors to boost their relationships. Insights revealed that Moen promotes its business with contractors via a rewards program that sends selected contractors to Super Bowl programs. The company uses the promotion known as "Buy it for the Big Game" to promote its products with contractors. Moen introduced the Contractor Rewards loyalty program way back in 2016. Further research was conducted to reveal how the rewards program affects the relationship between Moen and contractors but we were not able to uncover any useful information. The free program offers enrollee contractors points to purchasing specific Moen products.
We also investigated publications (such as Water Online) dedicated to home water resources, as well as installations channeled to or from homes such as wastewater and septic connections. This strategy investigated case studies or examples illustrating how home improvement products companies are strengthening their relationship with contractors. Insights revealed that Sherwin Williams utilizes the Water & Wastewater Impact Award program to identify and associate (promote itself) with contractors (such as United Coatings & Linings, UCL) installing some of its reliable products. Apart from tank coating, United Coatings UCL also offers home improvement installation services related to roofs. Research to uncover the impact or success metric of Sherwin Williams' award to contractors did not reveal any helpful insights.