Local Branding Can Trump National Competitors

The marketing game can certainly be complex. With hundreds of tools, thousands of options and one big learning curve in between, it’s easy to be inundated.

Throw in some big conglomerate-sized competitors and it’s downright daunting.

Nevertheless, local contractors actually have an advantage. They are in an incredible position to build the very best of brands. All they need to do is start!

SEE THE OPPORTUNITY: A BIG BRAND

Why do people choose big-name brands over competitors? Because they know what to expect.

The bar is set pretty low for blowing customers out of the water with service, quality and efficiency. However, when you can create a truly great customer experience, people will remember it. Customers tend to expect greatness to come from those companies that put forth an appealing and professional image. Their branding gets remembered. And the brands that get remembered are usually the ones that succeed.

A major flaw that many small businesses and contractors fail to recognize is that their brand is not memorable. Maybe they use initials for their company name or have bland truck-wrap designs. Maybe their website looks like it was made in 1995 or their brochure is full of grammatical errors. Whatever the case may be, there is always room for improvement.

A big brand excites and reassures. It doesn’t lead to skepticism or distrust. You can beat out the bigger companies when it comes to delivering personable, reliable and memorable service in your community. You just need to get your visual presence to reflect that.

So how do you make that happen?

PROFESSIONAL LOOK, PERSONAL FEEL

Customers want a service that’s human and personalized. But they also want an outfit that looks the part. The challenge is how to blend the two.

If you think aspects of your service, like tidy uniforms, clean service equipment and a slick-looking company truck, don’t matter, you’re severely missing out. Thoughtful service can help get your company’s reputation in good standing. Yet it’s only when you’ve got a brand that matches your high-quality service that you can expect to crush the competition.

Put customer woes to bed by taking hold of your brand and getting a professionally designed logo. The degree of aesthetic quality and industry-appropriate imagery will position your name as an immediate authority.

UPDATED AND INTEGRATED

Does your website and digital presence reflect your most current services and information? In 2014, this is a must!

You lose customers when you default on your brand promise by providing misleading information or not living up to expectations. Ignorance of an error is no excuse; customers will be disappointed and frustrated when certain expectations are not met. This is business.

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Amerimax Releases New Website Focused on Roof Drainage Solutions

Amerimax, a manufacturer of rain-carrying systems in the United States, has made a significant stride in meeting customer needs with the launch of the new and improved Amerimax.com.

The new site is intended to serve as a user-friendly resource for consumers and contractors to provide solutions to roof drainage problems.

Enhanced navigation and site enhancements guide consumers from problem to solution with interactive elements, informative blogs and installation videos. New features include:

  • Solution Based Navigation: By clicking the home page, users can uncover solutions to roof drainage problems such as clogged downspouts, gushing water and puddles on lawn. Easy to navigate on both laptop and mobile devices, Amerimax.com is a handy resource when at home planning projects or on the go.
  • Informative Installation Videos: The expertise of the Amerimax team is made readily available to customers through a gallery of installation videos. Whether the visitor is an experience contractor or a DIY homeowner, these videos featuring Mark Mullins, Applications Engineer and Product Training Manager, will help answer questions surrounding solving problems and installation of Amerimax products.
  • Informative Blog: Ongoing blog posts will keep people informed on a variety of topics as they relate to rain-carrying systems. Consumers can connect with customer care support and then can easily share with friends.
  • Find a Retailer: Customers can easily locate a retailer for Amerimax products through an easy to use locator function.

Palram Americas Announces New Website

Palram Americas, a manufacturer of polycarbonate and PVC product lines, is pleased to announce a new website design. This new design, which is more closely aligned with the global corporate website, includes many new features. Users will experience new advanced product search tools, more streamlined product information, and may also delve deeper into technical information, including a new installation video for Palram’s corrugated DIY products.

“Palram is a diverse company with products in many different markets, creating a challenge to fully serve each of those markets within a single website,” stated Stan Schultz, Director of Marketing at Palram Americas. “This new design ensures a more user-friendly experience for all of our customers across all markets. Furthermore, our new development platform will allow us to more easily add new features and web-based tools in the future.”

Neff Rental Upgrades Website

Neff Rental, a provider of rental equipment in the U.S., announced the release of its new and improved website. The site focuses on the user experience, providing a faster, more efficient visitor experience, and an overall new look and feel for better accessibility to critical information.

“The new Neff Rental website is part of our on-going effort to make our company easier to find on the Internet and, once prospective customers arrive at the site, make it easier for them to find the information they need.” -Graham Hood, President and CEO at Neff Rental

The new Neffrental.com includes the following site enhancements:

    ● Improved access to all equipment categories.
    ● Free Quote Request, Branch Locator, Equipment Category Listings, Services Listings, and Contact Options are immediately accessible via the homepage.
    ● Search functionality to enable users to look for specific equipment types or branch locations.
    ● Zip code location search functionality.
    ● Improved access to equipment availability and detailed specifications thanks to an enhanced equipment database.
    ● A new blog, which is the go-to resource for construction, industrial as well as oil and gas related contractors. This includes details on everything from safety to helping you choose the right equipment for your project needs.

The website’s new functionality allows users to easily request a free quote, find their closest branch, locate equipment, or contact Neff Rental directly. Neff Rental wanted to make the site as accessible as possible to garner potential customer business. With the new Neff Rental website, you have everything at your fingertips.

Georgia-Pacific Gypsum Redesigns DensDeck Website

With the goal of providing more information and resources, Georgia-Pacific Gypsum has redesigned its website dedicated to its favorite roof board—DensDeck.

The new DensDeck website has targeted information that lets busy professional fine just what they need to know, quickly and effortlessly. Roofing consultants, Architects, Specifiers, Building Owners/Facility Managers or Roofing Contractors can click unto their specific section to find relevant content targeted to the interests and needs of those construction professionals.

The site was also designed to provide the best visual content for tablets and smart phones, making it much more accessible for highly-mobile design and construction personnel.

Visitors can also now sign up for eBlasts, with the option of providing a profile which will allowing Georgia-Pacific Gypsum to provide just that eBlast content which they would be interested in to make their roofing related tasks easier.

DensDeck.com also offers videos, case studies, technical resources and more on topics made to facilitate the roofing process for professionals.

Atlas Roofing’s Redesigned Website Provides Better Contractor Assistance

Atlas Roofing unveiled a redesign of its website recently. An improved visual design and upgraded functionality combine to deliver a best-in-class online information and contractor assistance portal. The website redesign continues Atlas Roofing’s tradition of delivering a superior customer service experience and implementing technical advancements to better serve their markets.

The new website design offers users an enhanced online experience with efficient navigation, fast access to product information and technical updates to ensure accessibility for as many visitors as possible. Contractors will have continued access to Atlas’ popular selection of apps and online tools:

    • Atlas ProApp
    • Atlas DOCS
    • Atlas Signature Select Roofing System
    • Atlas Select Your Roof App
    • Atlas Shingle Visualizer

“Consumers in general rely on the internet as an important buying-decision tool,” says Brian Short, business unit manager at Atlas. “The website redesign gives residential contractors an always-accessible resource to assist with marketing, sales and customer service.”

Atlas consistently offers residential roofing contractors web-based solutions to augment traditional business development resources. Atlas online tools and apps, such as ProAPP, Atlas Docs and the Atlas Signature Select program, provide everything a roofing contractor needs to run a professional business. By offering contractors mobile-ready solutions, the manufacturer meets the needs of an industry that conducts much of its business in the field.

In accordance with the company’s core commitment to customer service, users can continue to complete warranty registrations via the Atlas website at their convenience. Online warranty registration provides a more efficient and documented process that takes less time to complete.

As an information portal, the newly redesigned website offers industry resources and product details. Atlas intends to do more than simply sell or market products, the company wants to assist visitors with increasing their roofing IQ. From common roof problems, to energy conservation, to various building code standards, the site offers a complete roofing library.

Drexel Metals Updates Its Website

Drexel Metals Inc. has updated its website to better present its products to architects, roofers and even homeowners.

In addition to a photo gallery featuring dozens of Drexel Metals projects, the site has a popular Roof Visualizer Section that allows visitors to upload a photo of their home or building and “try on” any Drexel Metals profile and color. The Roof Visualizer Section has a variety of buildings that could be used to sample roofing products and colors in the absence of a photo.

For architects, the site has the complete Drexel Metals library of products including metals roof systems, edge metals, custom fabrication capabilities, custom cornice, photo gallery and color selectors. It also features all Drexel Metals electronic marketing items like their interactive E-binder, product guides and other useful tools designed to help the design community to select and specify Drexel Metals products.

For roofing installers looking to reduce delivery time, resources include a complete list of product offerings and information about the Drexel Metals Association of Regional Manufacturers (DM-ARM) Program.

Homeowners will find everything they need to make an educated roofing selection, including locating a Drexel Metals contractor.

Birdair Launches a New Website

Birdair, a specialty contractor for custom tensile membrane structures throughout the world, has launched a new website. Designed to educate and inform architects, engineers, general contractors, and building owners and operators, the site details the overall benefits of tensile architectural systems for use in a variety of markets.

“For more than half a century, Birdair has worked collaboratively with every member of the build team to conceptualize, design and construct some the world’s most innovative roofing systems, canopies and skylights,” says David Capezzuto, director of Business Development, North America. “Our project portfolio spans the healthcare, retail, transportation, entertainment and commercial markets and this new site showcases these jobs of all sizes and scopes.”

One of the more dynamic features on the website is the company’s project gallery. Users will be able to view all of Birdair’s projects or filter their selections by market sector, region, completion date, project size or type of tensile membrane material used. A brief description along with photos of the finished product showcase Birdair’s wide range of product applications.

Two particular sections of the website pay particular attention to educating the marketplace on the tensile architecture category. The ‘Why Tensile Architecture?’ section goes into detail about the functional benefits of these structures, the various types of fabric membranes available and the history of the category.

The Resources section contains an information packed library of brochures, technical data, design details and product specifications.

“Our goal in creating this new web destination was to share with our customers that we are an all-in-one solution for them when it comes to anything related to tensile architecture,” added Capezzuto. “No matter what size the project is, architects and engineers can add our eye-catching structures to enhance their overall design.”

As a full-service specialty contractor, Birdair offers complete design build assistance and solutions throughout the design-build process, and has completed more than 1,300 tensile architecture installations worldwide.

ARMA’s Website Now Is More Interactive

With technology changing the way the roofing industry communicates, the Asphalt Roofing Manufacturers Association (ARMA) has made its website more interactive in an effort to keep users better connected in today’s fast-paced world.

The website’s new capabilities will mean convenient access to information for roofing professionals working on job sites and more content on asphalt shingles in the hands of consumers where they are increasingly demanding it—on their smartphones and tablets.

“ARMA makes available industry-leading roofing information to the public through our website,” says Reed Hitchcock, executive vice-president, ARMA. “Now that the site features mobile responsive functionality, roofing professionals and consumers alike will be able to easily access the same resources from their phone or tablet as they do from their desktop or laptop.”

All of the features available on the ARMA website are now optimized for viewing on Apple or Android mobile and tablet devices. ARMA’s popular resources, including Technical Bulletins, Fast Facts, commercial and residential photo galleries, FAQs and videos, have been formatted to fit on the screen of the device with which they are being viewed.

“Whether you are a roofing contractor who’s looking for shingle installation tips while working on a home or a homeowner who wants to see different design options while shopping at the store, visitors to the site will benefit greatly from the more easily accessed information that ARMA’s upgraded website will offer,” adds Hitchcock.

ARMA redesigned its website a year ago to provide visitors with both enhanced user-friendly features which improved navigation and online shopping for roofing publications. ARMA offers a wide variety of general, educational and specialized design and installation guides for both residential and commercial asphalt roofing systems.

American WeatherStar Redesigns Website

American WeatherStar has redesigned its website.

The six-month project was an effort to improve navigation and drive more building owners and managers to the site. American WeatherStar believes the new site design will accomplish the goals with a more intuitive presentation based on presenting its three core product divisions—Coatings, Spray Foam and Single-Ply—within a clean, easy-to-use and search-engine friendly environment.

The site has also been relocated to a new server, which may require frequent site visitors to clear their browser’s cache and history before the new site is visible. Be sure to update your bookmarks, too.

As a work in progress, American WeatherStar constantly strives to improve upon how the organization is presented. The company requests you share suggestions about its site, services and products.