Profit Lines Issue 9, 2019

Issue 9



















































STEP UP YOUR




SOCIAL






SELLING

As a successful independent START SMALL It’s best to start with a single social
home improvement retailer, media channel and begin building your knowledge of
marketing to your customers how it works. It’s easy to get spread thin if you try to do it
and engaging them in all with Facebook, Instagram, Twitter, LinkedIn, YouTube
the digital world is just as and others. The obvious choice is to go with the one that
important as it is when has the most users and people are most familiar with -
they’re in your store. Social Facebook. And there is no shortage of online instruction
media marketing has quickly to help get you started!
moved into the mainstream
because it allows you to
reach current and potential BUILD YOUR PROFILE
customers in a fun way that You’ll want to
gets them talking about your display accurate
business. information and

So how can you build your tell people who
social media presence? you are. Spend
Owner of Ambridge Do it some time filling
Best Home Center David in the “About Us”
®
Strano has been steadily section of your
growing his store’s social store’s Facebook
media presence for nearly page. This is where
10 years. Implement these customers can
quick tips and read about David’s strategy so you can start learn all about
selling socially today. And make your plans to attend the you, your history,
Celebration of Excellence at the Do it Best Fall Market, where and what drives
®
David will share more insights about effective you as a local
social media marketing. retailer. This is also
the place you can
add a link to your
company website.





SAY SOMETHING Begin
adding posts in a relevant and
timely manner. The possibilities
for content are endless. Post
photos from store events
WORK OUT A SCHEDULE like ladies night, have
Be consistent with your posts so contests for in-store
customers begin to know when to giveaways, remind
expect something from you and customers that you have
continue to be engaged. Start small, supplies for the next
perhaps once or twice a week, winter storm, or do a
and then pull in someone from your product demonstration.
team to be responsible for posting more frequently. “We’re a very pet friendly store so we are always

“My goal is to post once a day. That way the store stays posting pictures of people’s pets. We even have a pet
top of mind when people see it in their news feed, photo contest each year and people love it! The store
but we aren’t annoying anyone by posting too much.” gains so many new followers during our pet photo
contest - it’s crazy.”

LET US WORK FOR YOU Do it Best has developed content to make it GET THE TEAM INVOLVED
even easier for you to create posts on social media and see the results. With your Encourage your employees to get
Digital Dashboard you can schedule Facebook posts throughout the month for involved in idea creation and planning
the promotion you’re enrolled in. You’ll get promotional pricing on those products out your posts. And, encourage them to
while promoting them to your online audience. share, like, and comment on your social
posts. Customers love to see your team,
so have them participate in your social
media videos, too.

“I have a staff member who helps me
with our Facebook posts. She not only
understands the importance of social
media, but also understands our store
and what kind of story we need to tell.
She comes up with some great ideas and
I know I can count on her to back me up.”


Tap into your
social tools



BE REAL Followers do not
respond to the hard sell on Facebook allows people to virtually
social media. Consider the “check in” to your store. Offer them a small
80/20 rule, which means 80% reward for doing so, and enter their names into
of your posts should inform, a drawing for a free on-special product, or a $5
educate, and entertain, coupon to use in-store.
leading to more likes, shares,
and comments. Only 20%
should directly promote your “We are one of the only places You could
business or merchandise. around where people can rent potentially find
Fun photos and lively videos dunk tanks. Instead of merely your next great
provide a human connection telling people about our rental team member
with friendly banter and options, we posted a video of our by posting your
feel-good content that staff dunking each other outside job listings on
engages your community, the store. It was fun, it was Facebook. The
and not just the target of your personal, and it showcased the jobs tab lets
promotions. best of our rental offerings.” you enter in all
relevant job
information
and even
KEEP THE CONVERSATION GOING When followers allows you to receive applications via email.
post comments to your page, always respond or a least give their
comment a “Like”. And, when people private message your store’s
page, be sure to answer, For a very low cost, you can
even when it may feel silly “boost” your Facebook post to get in front of a
or irrelevant. Facebook targeted audience that you determine. With this
rates you on how fast and often you respond to messages. If you feature you control how long your message runs
don’t respond, it will negatively affect your rating. and how much money you want to spend on it.

MEMBERS Check out stories published in industry trade publications
IN THE NEWS highlighting the growth, innovation, success, and giving
spirit of fellow member-owned stores.




A2Z Home Center Barton’s
Lumber
Jeff Van Well, member-owner of A2Z Home Center, saw potential
in a struggling Arizona lumberyard when he bought it in 2016. This employee-
owned chain
of stores and
lumberyards
began in
Arkansas in
1885 and
they’re featured
in an LBM
Journal cover
story.







Ganahl Lumber Lochard Do it Center ®
Read about the oldest lumberyard in California. In Ohio, you’ll find one special hardware store with a real
love for animals.






















Marcus Lumber NRHA Road Trip

Learn how Marcus Lumber of Iowa has strategically grown On her recent road trip, Hardware Retailing’s Renee
their hardlines to serve their customers better. Changnon stopped at several Do it Best member-owned
stores, including East Coast Lumber in New Hampshire,
Hemlock Hardware in Connecticut, and Norfolk Hardware
in Massachusetts.

All of these publications provide
Rex Hardware free subscriptions to their print
Brenda Rexford editions and access to their
shares how she digital issues. If you’re not
goes all-in to currently a subscriber, use these
make an impact helpful links:
with national
brands in her • Building Products Digest/
Canton, NY store. Merchant Magazine
• Hardware + Building
Supply Dealer
• Hardware Retailing
Wood Shed Lumber & Woodstock Hardware • Independent We Stand
Hardware Supply This New York retailer saw a • LBM Journal
Seeing potential in an under- need in his community to offer • ProSales
performing Missouri lumberyard, a wholesale program. Find Vince
Sharona Eiserer turned Wood Christofora on the cover of • The Hardware Connection
Shed Lumber & Hardware into the Hardware Retailing. • Contractor Supply
successful business it is today.
• Industrial Distribution
• Industrial Supply


We’re posting content daily
that highlights our company’s
achievements and members’
successes. Be sure to Find,
Friend & Follow us on
Facebook, LinkedIn, and
Twitter.









W.S. Jenks & Son

W.S. Jenks & Son in Washington DC is connecting high school graduates with
intellectual impairments to local businesses looking for reliable employees.












SAVE THE DATE

2019 Do it Best Fall Market
SM
Indianapolis • October 18-21

2020 Do it Best Spring Market NEW
SM
Indianapolis • February 7-10 MONTH!

Don’t miss these Merchandising Preview

events and Start your market morning off with a
complimentary buffet breakfast and then
exhibits at the hear from our merchandising team as they

share their industry expertise to help you buy
fall market more profitably and grow your business. Get
updates on the latest innovations and trends
that are driving the newest products and
Register today niche categories, and discover how tariffs may
impact your buying decisions.

Attend the Merchandising Preview to
maximize your purchasing game plan.




Core Solutions NEW!

Get ready to be wowed when you visit our all-new Core Solutions featured display area on the
market floor. If you want to attract more customers and drive more sales in these key categories,
you need to talk to our team to ensure you’ve got the most
up-to-date product assortment in your store.

Meet with our merchandising experts to determine the
right mix of products to drive sales and repeat visits for your
business. Plus, every planogram you order at the market is supported by incentives to make
upgrading your plumbing and electrical departments cost-effective and easy.



NEW! Power Preview

The market roars to life with the Power Preview
SM
Seasonal Spotlight
at Victory Field on Friday morning. This year,
Just added to the we’re
market floor, this area is including
designed to easily improve the biggest
your merchandising names
assortments and increase in power
your sales. Our Seasonal tools—
Spotlight ensures you’re DeWalt,
stocking the right items Imperial
in the Outdoor Living, Blades,
Outdoor Décor, and Makita, and
Outdoor Recreation Milwaukee Tool. Enjoy
categories while benefiting hands-on demos, giveaways,
from additional discounts and special product
and extended dating. promotions available only
during the Power Preview.




October 18–21 Indiana Convention Center Indianapolis