2009 marketplan tcp
DESCRIPTION
Excerpt from marketing planTRANSCRIPT
2009 Market Planning Guide
For
Dickman Supply, Inc.
&
Green Energy Solutions
2009 Dickman Supply, Inc.
[RESIDENTIAL TARGETING] Consulting on home construction and remodeling to our rural customer base, along with solid relationships with local school systems, and now the introduction of our Green Energy Solutions division positions Dickman Supply to further penetrate our significant residential market position.
Dickman Supply’s Relationship with the Residential Market
For 10 years, Dickman Supply has improved market share in the residential segment each year, despite
the recent toughening housing market. There are several factors contributing to this growth, including:
The rural geography of the area enables smaller distributors to be the local choice for everyday
residential items. Merchandising in all three counter areas includes prominently‐displayed
products for the home. There is only one Home Depot within the territory we draw from, and it
is 15 miles south of our southern‐most store.
Dickman Supply employs the area’s only full time expert in custom lighting design who meets
one‐on‐one with homeowners, and also provides two interactive consumer lighting showrooms
(which allow homeowners to “experience” lighting in an ambient setting easily relating to their
own home), each with its own manager.
As an EnergyStar partner, we conduct activities which include Earthday, Change a Light
Promotion, and our very own EnergyStar month, promoting to the marketplace via radio, local
newspapers (via inserts), and the Internet.
Recently unique opportunities in environmentally‐friendly and energy efficiency arenas prompted the
launch of Green Energy Solutions, a new division of Dickman Supply with the mission of educating
consumers of our local communities in the benefits of green products, technologies, and opportunities
currently coming to market. A short description of a few programs being established by Green Energy
Solutions follows.
Green Energy Solutions is now responsible to the editorial content in local news publications for
special tabs such as the How‐to Guide and Spring Home Improvement Guide. Special interest
articles provided by Green Energy Solutions are also appearing in Chamber of Commerce
newsletters and municipal news bulletins to residents.
Dickman Supply successfully partners with several large employers in the area for business
related activities. These companies regularly send employees to training events at the Dickman
Center for Customer Education, many of whom make purchases for their home while on site.
This practice prompted the Green Homes program to be released as a promotion of the Green
Energy Solutions division. This program educates those employed by local companies and
enables the employers to offer discounts to their employees on energy efficient products for
their own homes.
Dickman Supply’s strong ties to local school systems and area youth organizations is opening
opportunities to further move the Dickman brand into the home. The current consumer focus
on green products and energy efficiency has prompted discussion with several area groups
requesting educational information and materials detailing the advantages of CFL’s vs
incandescents. Additionally, there are several organizations interested in pursuing CFL sales in
lieu of candy bars, candles, etc. for their annual fundraising events this year.
Dickman Supply’s Potential in the Ohio Marketplace
TCP/DP&L are promoting a program to purchase CFLs at low cost for sales to the residential market.
This map of the DP&L Service Area was taken from page 3 of the DPL 2007 Annual Report. Overlaying a
recent ring analysis of the Dickman Supply customer base clearly indicates that the highest
concentration of Dickman Supply clients lie within the DP&L service area. Approximately 99% of total
sales are within that area. This is a win/win situation for all parties involved.
Residential Promotion of Compact Fluorescents
Early in the year, a CFL display will be placed in all counter areas and both showrooms with appropriate signage
to catch the attention of walk‐in customers. These displays will be adjusted throughout the year for consistency
with our promotional events geared toward the residential customer base. Currently scheduled events include:
Spring Home Improvement (March)
Earthday (April)
Energy Star Month at Dickman Supply (July)
Change a Light Promotion (October kickoff)
Our main lines with the residential market are Residential Design Consultant, Shelly Rohr and Angie Parker’s
work with our homeowner clientele in the Lighting Showroom. Their extensive work with homeowners places
them in a unique position to promote the CFL program to the residential market. During consultations, they will
discuss the benefits of CFLs and show a comparison sheet highlighting the special homeowner price. They will
also reinforce the Residential pricing message during the EnergyStar discussion with the homeowner.
TCP is headquartered in Aurora, Ohio. With unemployment high, we could use a “keeping jobs in Ohio” stance
for a future PR push. (ie. Saving Energy, Money, and Ohio Jobs! As a major supplier of compact fluorescent
lamps to area residents, Dickman Supply has been helping households in their communities save hundreds of
dollars a year … Recognizing the need to keep jobs in Ohio, we have partnered with TCP, Inc., a major
manufacturer of compact fluorescent lamps. TCP is headquartered in Aurora, Ohio and employs … “We felt that
the best way to help our local economy was to work with a manufacturer with a stake in the local economy…)
The electronic ad boards in Greenville and Sidney will run CFL advertising providing information about the
benefits of compact fluorescents.
Involve other local businesses in a Green Homes program. Many of our large industrial customers promote their
Green Goals and Initiatives – we can set up a program that benefits all involved. (ie. Invite area businesses to
participate by providing them coupons to pass to their employees for discounted prices on compact fluorescent
lamps purchased from Dickman Supply. They can then promote good corporate citizenship, taking green a step
beyond their internal processes, and providing employee perks to Go Green at Home.)
Include homeowner specials on the Design Center website. When the new site comes online, a segment will be
dedicated to Residential specials and will include the CFL promotions.
Dickman Supply always has editorials and advertisements in the Spring Home Improvement and Fall How‐To
Guides of the local newspaper. These are a highly appropriate vehicle to reach area residents with CFL
information and promotions. The editorials will include information about the phase out of incandescent lamps,
choosing appropriate substitutions, the benefits of CFLs, etc. The corresponding advertisement will reinforce
the benefits of CFLs and offer a special on incandescent replacements.
Examples of documentation attached:
Display sign, Comparison Sheet, Electronic board ad, Green Homes brochure.
DICKMAN SUPPLY, INC. GREEN HOMES PROGRAM
1991 St. Marys Avenue Sidney, Ohio 45365 1425 Sater Street Greenville, Ohio 45331 910 Warrick Drive Celina, Ohio 45822
Helping Ohio Residents Green Their Homes
There’s no cost to jo in and membership
i s complete ly free . You wi l l never be
charged for any incent ives .
Jo in ing the Green Homes program is
easy! Just v is i t the Green Homes web-
s i te at greenhomes.d ickmansupply .com
and c l ick the
“S ign us up!”
button.
Answer a few
short quest ions
regarding your
company’s cur-
rent Green In i -
t iat ives and the number of employee
incent ives you wi l l need each month.
You’ l l rece ive a welcome package a few
days la ter inc luding an in i t ia l employee
incent ive to help you introduce the pro-
gram to your employees .
1-800-835-7872
Greening Homes through local industry involvement!
Sidney: 937-492-6166 Greenville: 937-548-6103 Celina: 419-584-1170 Toll Free: 1-800-835-7872
GREEN HOMES BY DICKMAN SUPPLY
How Do We Join!
Look for the “Sign us up!” icon on the greenhomes.dickmansupply.com website.
DICKMAN SUPPLY, INC. GREEN HOMES PROGRAM
As a good corporate citizen, your company
has taken on the mighty task of incorpo-
rating green practices and policies into the
everyday work life of your employees.
Energy efficient lighting, occupancy sensor
technologies, recycling, waste management
programs…
We know you’ve taken the time and put
forth the effort to reduce your carbon
footprint. You’ve also taken the time and
effort to train your employees on the
benefits of these
programs and
urged them to take
part in the multi-
tude of environ-
mentally friendly
activities available.
But have they
jumped on board? What do they get in
return?
Now you have the ability to provide them
with an added benefit. Dickman Supply is
partnering with area businesses to pro-
mote energy efficient options for employee
homes!
We recognize that not only can industry
make a huge difference in their facilities,
but their employees can make an even
greater impact by greening their homes!
Are your employees Green minded?
Employee Benefits As a members of the Green Homes team, your
employees are entitled to save on a number of
energy saving products they are already familiar
with through employment with your company.
Each quarter, Dickman Supply will provide you
with incentives to pass on to your employees.
These may include:
Member only contests and events
Deep discounts on energy efficient products
like compact fluorescent lamps, led night-
lights, and occupancy/motion sensors
Gifts made from recycled materials
Company Benefits Green Homes team companies can proudly pro-
mote their involvement in the Green Homes pro-
gram throughout the community by prominently
displaying the Green Homes
logo on marketing materi-
als, their website, and in
advertising.
Member companies will
receive the Green Homes
News each month with en-
vironmentally friendly ideas, tips, opportunities,
and articles geared toward residences. This
newsletter will be set electronically and can be
forwarded to all employees. Each issue will also
feature one member company with an article
giving details about Green activities they have
undertaken..
Additionally, all participating companies will have
a linked listing on the Green Homes website.
Each month Green Homes News featured mem-
ber company will hold the spotlight on the home
page of this site.
Finally, studies have shown time and again that
individuals that live a greener lifestyle at home
are more likely to keep those green habits in the
office. The Green Homes program gives you a
resource to help your employees live greener —
both at home and on the job!
1991 St. Marys Avenue Sidney, Ohio 45365 1425 Sater Street Greenville, Ohio 45331 910 Warrick Drive Celina, Ohio 45822
DICKMAN SUPPLY, INC. GREEN HOMES PROGRAM