2009 marketplan tcp

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