More on the challenges of painting
Outside of changing a light bulb or mowing the lawn, painting a room has long been considered the home improvement project with the lowest degree of difficulty and the biggest bang for the buck.
But a company that sells the concept of one-day painting services is armed with research that shows a consumer mind-set is not sold on the idea of painting as an easy exercise.
The company, Wow 1 Day! Painting, employed Wakefield Research to survey consumers. They came up with some views that challenge conventional wisdom:
- Close to 20% said that painting would take too long. A fair concern, given that most painting projects can stretch out for days if not weeks regardless if it’s DIY or a hired painting company.
- One in 3 Americans say it’s "too much of a pain" to do prep work before painting, such as cleaning and sanding walls, taping, covering furniture with drop sheets, etc.
- A quarter of Americans are concerned painting "will cost too much."
The WOW 1 Day! Painting Survey included 1,000 U.S. adults, ages 18 and older, from March 18 to 25, 2013, using an email invitation and an online survey.
Consumer trends in paint, stains
The paint/stain segment of the home improvement market may have slowed since 2009, as findings from a “Money Pit” survey of more than 9,000 callers suggested it did; and yet, despite this economic weakness, homeowners were still actively pursuing ways to update their home decor during that time.
These results merely validate what industry leaders Rob Horton, director of marketing for PPG’s North American Architectural Coatings business, and Erika Woelfel, director of Color Trends at Behr, have been saying — that painting, as the most basic home improvement project, doesn’t have to be costly.
“There are few home improvements that deliver a big result less expensively than a couple of gallons of paint,” Horton said, who noted that “we have seen a slight shift from pro to DIY projects” during the economic downturn. “Paint is still the most economical way to create a significant impact in a room.”
Woelfel’s take: “Paint is the easiest and most cost-effective way to update a room. It is also the ‘key ingredient’ for pulling all of the colors, furnishings and decor elements of a room together.”
Tom Kraeutler, co-host of “The Money Pit,” a nationally syndicated home improvement radio program, said home improvement projects like painting “have a viral quality that, once you get off your duff and get started, you get motivated to keep going, adding more rooms or elements to the project.”
Based on the results of the radio show’s “Voice of the Consumer” report, which analyzes all of “Money Pit’s” consumer engagement, both online and on air, 8-in-10 respondents said they were interested either in “How to do a project” or “Which type of product is best suited for the job.” Indeed, educating DIYers and others still has a ways to go, according to Kraeutler, who has taken many calls from people who say they painted over a leak stain a half-dozen times and could not understand why it keeps coming though (Answer: chemical reaction between the stain and the paint). “If they’d primed once and then painted, that would have sealed it in,” he said.
Kraeutler added that new formulations require explanations — for example, the recent introduction of paint-and-primer-in-one products. “We are constantly being asked to explain products and help consumers cut through the white noise to figure out what they really need,” he said.
For its part, PPG provides color visualization on its website to give pros and DIYers alike a chance to see what a color would look like even before they buy it. This is important, Horton said, given the sheer breadth of potential color combinations in today’s paint market.
David Hsia, senior marketing manager for brand and product at Behr, said the BehrPro program offers factory tinting services that ensure accurate color matching with timely delivery — “for every color imaginable and is geared toward meeting the specific needs of painting professionals,” he said.
For consumers, the Behr Color Center at The Home Depot offers a bevy of tips. For “color on the go,” Woelfel recommends downloading the ColorSmart by Behr mobile app that lets users visualize a project or property in a multitude of colors.
Valspar color strategist Sue Kim said that during the downturn, consumers turned to their home as a “safe haven.” That played a role in recent color trends that, according to Kim, “offer sensory experience of new technology, and leave customers with a simple, yet beautiful, experience, such as uplifting peaches, light-hearted pinks, glowing ambers, dusky blues and transparent greens.”
For Behr, blue is the big color in 2013 — from blue-green turquoise to jeweled sapphire to nautical navy. “Blue is a very relaxing and stable color that reminds us of blue skies and fresh water,” Woelfel said. “The nice thing about color and decor trends is that there’s always a little something for everyone.”
Kamco maintains New York state of mind
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Brooklyn, N.Y. — When David Kovacs talks about some of the building projects in and around his city, his eyes light up.
For starters, there’s a $15 billion Hudson Yards project on the west side of Manhattan. There’s the redevelopment of the famous South Street Seaport. In Queens, developers have huge plans for Willets Point surrounding the new Citi Field, home of baseball’s New York Mets. And there’s still a lot of work yet to be done at the World Trade Center site.
“When you look around New York City, you see some large, mega projects in the works,” said Kovacs, VP of Brooklyn-based Kamco Supply, a four-unit full-line distributor of commercial and residential building products. But there are no guarantees in the highly competitive New York market. For Kamco, one way to make it here, Kovacs says, is through dependable deliveries and quality service. “Our philosophy is to become the easiest distributor to do business with, and they’ll come back,” he said.
Another strategy is to keep the new products coming. “A lot of times when a vendor comes out with something new, they come to our door pretty quickly,” Kovacs said. “And we think it’s important to have new products to deliver to our customer on a regular basis.”
Some of those new products were on display at Kamco’s second annual Customer Appreciation & Vendor Showcase event. One of the highlight booths was a display of an innovative service called Kamco Drywall Forms. With specialized drywall saws and machinery, the service creates soffits, light coves, column enclosures and other complex shapes — and it creates them seamlessly.
“It’s a big hit,” said Kovacs. “It saves a lot of time, a lot of labor. And it comes out a lot more professional looking then if you did it by hand.”
Kamco’s product mix also features Armstorn and USG Acoustical Ceiling Systems, light gauge steel framing, drywall, lumber, insulation and many other products.
While the opportunities for business in the biggest city in the United States are enormous, operating in the urban jungle can be challenging.
“It’s doing all the little things that make us better,” Kovacs said.