Roof It Right’s Famous Roofing Dogs

Roofis was Roof It Right's original roofing dog.

Roofis was Roof It Right’s original roofing dog.

James Guindon and his husky, Roofis, moved to Las Vegas from Palm Springs, Calif., in 1994 for the construction boom. Guindon was accustomed to bringing Roofis—who actually climbed ladders to join crews on the roof—to work, but he met some resistance from Las Vegas roofing contractors when he sought a job. “Some companies wouldn’t hire me because of Roofis, saying there were insurance reasons or they can’t bring their kids to work so I should play with my dog at home,” Guindon remembers. “I finally was hired by a company that only cared that I showed up and was a good roofer, and some of their customers thought Roofis on a roof was the cutest thing they ever saw.” Those customers called the local media outlets and suddenly Roofis was famous.

In 1997, Guindon established Roof It Right, which has five human employees and focuses 70 percent of its efforts on residential projects. Naturally, Guindon made Roofis the star of the company. Roofing spoke with Guindon about Roofis (who passed away in 2006) and Roofis’ son, Bullet, who has taken over as Roof It Right’s resident roofing dog.

Roofing: How did Roofis and Bullet become comfortable with ladders and on roofs?

Guindon: Roofis would follow me around wherever I would go. When he was 4-months old, I went up on my house’s roof and he climbed up the ladder behind me.

Roof It Right's owner James Guindon, who is also an artist, includes his dogs in marketing materials, including this Christmas card.

Roof It Right’s owner James Guindon, who is also an artist, includes his dogs in marketing materials, like this Christmas card he illustrated.

I took Bullet to a job site when he was a puppy. We tried to get him to follow Roofis up the ladder but he wouldn’t do it. I kept bringing Bullet to job sites anyway. One day, I went up on a roof and I heard a dog coming up the ladder. I assumed it was Roofis but it was Bullet. Six months later, Roofis died. The day after Roofis died, Bullet filled Roofis’ “shoes”.

Roofing: How do you keep Bullet away from dangerous situations?

Guindon: I have been careful of what roofs I let him onto. If I think Bullet’s going to get hurt, I won’t let him up. We did a job on a 3-story building recently and Bullet was climbing up the 32-foot ladder to get to us. If the ladder is straight up and down, I won’t let him go up because he can fall backward.

Roofing: Do you use your dog(s) in your marketing materials?

Guindon: I’m an artist, so I created our logo with Roofis in it. The last three or four years, I’ve included Bullet on the custom Christmas cards I create and send to my clients. Both dogs are on the company website. My TV commercials include Bullet. My answering machine’s outgoing message starts out with ‘woof woof’. I’m having some fun with it.

Also, when people drive by and see a dog on the roof it’s definitely a headturner. They often stop and ask how the dog got up there. It blows their minds when they see him climb the ladder.

Bullet is Roof It Right's current roofing dog.

Bullet is Roof It Right’s current roofing dog.

Roofing: Do you get jobs specifically because of Bullet?

Guindon: I get calls from animal lovers. They don’t usually tell me they’re going to hire me right away because they’re afraid about how I might price the job. I’ve also been in business for 17 years, so I’m established around here, but I have to admit some of my business is probably because of the dogs.

Roofing: Do you plan to continue using dogs in your business?

Guindon: I got Roofis’ sperm frozen so when Bullet, who is 9 years old, goes to doggie heaven I’ll probably get one more roofing dog and after that I’m going to retire. Then I’ll have hunting dogs instead of roofing dogs.

View Bullet’s TV appearances on Roof It Right’s website.

IMAGES: Roof It Right

OMG Roofing Products Is on Facebook

OMG Roofing Products has established a Facebook page.

The new page is designed to provide ongoing news and updates to the market. Planned content includes all information that supports the company’s brand promise of proving products and services that improve contractor productivity and enhance roof system performance.

As such, the page will focus on product and installation tips, upcoming webinars, trade shows and company activities, OMG field team information, as well as a variety of product and marketing programs and announcements.

Rigid Global Components Updates Website

Rigid Global Components, a manufacturer of metal roof and metal wall panels and componentized metal buildings, recently launched its new website, which features a complete listing of the company’s metal roof and metal wall profiles, including soffit panels. It also offers an interactive building color selector to allow customers the opportunity to try out different Energy Star-rated roof and wall colors before ordering.

Keeping up with today’s technological advances, the decision was made for the new site to be built on a new responsive platform allowing all users regardless of media platform—computer, tablet or mobile device—to see the same information on the website.

In addition, the site links to Rigid’s social marketing tools, such as Facebook, LinkedIn and Google Plus. Rigid Global Components uses social media as another tool to keep engaged with customers and inform them about new products, specials or changes in building codes.

Rigid Global Components General Manager Royce Schneider says: “It is important to have a website that our customers can go to for information. Our website is another extension of our sales team that works 365 days a year.”

GAF Wins Mobile Marketing Awards

GAF is honored to have won two awards in The MobileWebAward Competition. The awards are given by the Web Marketing Association to honor excellence in mobile websites and apps, recognize the individuals and organizations responsible, and showcase the best in award-winning mobile development.

Awarded “Best Manufacturing Mobile Application” was GAF Colors, an application that provides the user with easy navigation of the GAF residential-shingle portfolio by grouping residential shingles by color. The app provides stunning images of the shingles and allows the user to see all of the shingle-color options that are available to help beautify their home, all at the touch of a finger.

GAF Roofing Wizard received the award for “Outstanding Mobile Application.” GAF designed its Roofing Wizard app to simplify the often-confusing process of selecting the right roofing system for one’s home. The platform walks customers through the selection of shingle color, style, roofing system components, and warranty options, which helps roofing contractors more easily close sales with homeowners.

“It is truly an honor to be recognized as a leader in the newly emerging space of mobile platforms,” stated Ted Marcopolus, Vice President of Marketing Services at GAF. “As a company, we focus on providing innovative solutions to our customers, and we are proud to contribute to that core-company value through our marketing efforts.”

For 15 years, The Web Marketing Association has produced the annual WebAward Competition, the premier annual website-award competition that names the best websites in 96 industries, setting the standard of excellence for all website development. The organization is made up of Internet marketing, online advertising, PR, and top website design professionals who share an interest in improving the quality of online advertising, internet marketing, and website promotion.

McElroy Metal Celebrates 50th Anniversary with New Logo

McElroy Metal's logo evolution

McElroy Metal’s logo evolution

McElroy Metal, celebrating its 50th anniversary in 2013, has released a new logo.

“Our old logo served us well but was outdated,” says President Ian McElroy. “Our new logo design gives us a fresher look, plus the artwork adds an element that showcases our business.”

Three generations of the McElroy family have guided the company through periods of growth. In 1963, Thomas E. McElroy Sr., known as Mr. Mac, founded McElroy Metal Mill in Shreveport, La. Four years later, the company moved into a new industrial park across the river in Bossier City, a location that still serves as the corporate headquarters as well as the Southwestern Division of McElroy Metal.

In 1970, Mr. Mac’s son, Tem McElroy, joined McElroy Metal Mill after working as a consultant in the computer industry. One of Tem’s earliest initiatives was implementing the company’s first computer system, interestingly enough, while the senior McElroy was on vacation. Staff members thought computerization was an awful idea and begged Tem to remove the system. He held firm and McElroy Metal Mill entered the computer age.

Mr. Mac retired in 1975 and Tem McElroy took over the reins of president. He soon implemented his vision to turn McElroy Metal into a national company. The company’s first satellite manufacturing facility was built and opened in Clinton, Ill., just a year later.

Since then, McElroy Metal has expanded to a total of 12 manufacturing facilities via green field or acquisition. Through the years, McElroy added facilities in Peachtree City, Ga. (1979); Marshall, Mich. (1983); Winchester, Va. (1985); Adelanto, Calif. (1990); Lewisport, Ky. (1995); Merkel, Texas (2000); Mauston, Wis. (2003); Ashburn, Ga. (2006); Sunnyvale, Texas (2006); and Houston (2012).

In 1999, Ian McElroy, Tem’s son, became the third-generation McElroy to join the company, bringing experience from Wall Street and an MBA from the University of Texas. Ian McElroy moved into the position of company president in 2007 as Tem became the company chairman. Under Ian’s leadership, the company has bolstered its position in the marketplace via acquisitions and joint ventures, including the following:

  • 2009 – Asset purchase of Components Plus Inc. (CPi)
    2010 – Asset purchase of Met-Tile
    2011 – Entered into a joint venture with Green Span Profiles to manufacture insulated metal panels (IMPs)
    2012 – Acquired Houston-based Architectural Building Components

While McElroy Metal has grown dramatically during the past 50 years, the company’s family culture has remained constant and McElroy Metal continues to have the feel of a small company. All three generations of the McElroy family value relationships with customers, vendors and employees. Tem McElroy, chairman of McElroy Metal, states: “While it was exciting when I took over from my father, it was more enjoyable to pass the torch to Ian. The industry is so much more diverse and complicated than it was in the 1970s and 1980s. It has been fun to watch Ian guide the company in new directions as we position ourselves for future growth.”

Ian McElroy adds: “We will continue to look for opportunities that meet our core business model while providing additional value to our customers and employees. Although McElroy Metal is a national company today, we want to remain true to the values my grandfather first cultivated back in 1963.”

CertainTeed Launches Brand Your Roof Marketing Program

Valley Forge, Pa.-based CertainTeed introduces Brand Your Roof, a marketing program that allows distributors and contractors to add their company logo to roofing underlayment, essentially doing double-duty by turning a current roofing project into a personalized billboard for motorists driving by.

Brand Your Roof allows company logos and contact information to be printed in up to three colors within a 24- by 42-inch area and repeated across a DiamondDeck underlayment 10-square roll, which is 48-inches wide by 250-feet long. DiamondDeck is a synthetic, scrim-reinforced, polymer-based roof underlayment that can be used beneath shingle, shake, metal or slate roofing.

IKO Launches YouTube Channel

IKO has launched its own channel on the world’s most popular video sharing site, YouTube. According to Director of Marketing, Carol Perkins, IKO has been hard at work on a multi-level marketing program. It’s designed to keep pace with the rapidly changing needs of the company’s consumer, contractor and distributor markets, as well as with current and quickly evolving technology.

“Phase One was to revamp our corporate website to be more interactive and accessible on the go,” she explains. “Now that our new site is up and running, Phase Two–the launch of IKORoof, our proprietary YouTube channel–will become a stand-alone resource, as well as an enhancement to the new website. There’s tremendous synergy to be gained between the two. Embedding videos on our site creates a more interactive experience for our visitors. Homeowners and contractors will find a growing library of instructional videos in English and French on topics ranging from the anatomy of a roofing system to how roofing professionals can grow their businesses. Google loves video, too, so doing this makes sense in terms of search engine optimization. IKO’s YouTube channel can direct viewers back to our website for further information to locate a contractor or distributor.”

IKO is not producing the videos exclusively; contractors and homeowners will be able to upload and share theirs, as well. Such videos might include customer testimonials or business success tips that roofing pros would like to share. “Video is one of the most effective ways that people digest new information. Having our own YouTube channel will give both consumers and contractors the opportunity to learn from a global leader. Our videos will reinforce our credibility as a reputable, responsible company people can come to know, like and trust,” Perkins says.

Visitors to the IKORoof channel on YouTube will be able to share the videos with others on the most popular social media platforms.