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Valspar paint giveaway: a ‘sell out’

BY HBSDEALER Staff

There’s nothing like “free paint” to catch consumers’ attention, as Valspar learned during its recent “Power in Color” campaign. According to an article in the Minneapolis-St. Paul Business Journal, the manufacturer handed out 100,000 free paint-sample kits during the first 100 days of 2011, or 1,000 kits per day.

"There wasn’t a single day during the promotion that we didn’t sell out," said Howard Heckes, senior VP global consumer for the Minneapolis-based company. "Some days, it was amazing — we’d sell out in literally minutes from the time the website would open up."

The offer allowed consumers to order one free paint sample per household from Valspar’s website. The kits included a 7.2-fluid-ounce sample of Valspar paint chosen from about 3,000 options, a small plastic paint roller and a coupon for $5 off a gallon of its paint at Lowe’s.

The company also promoted the program on its Facebook page, where it was picked up by bloggers. Valspar added 40,000 Facebook fans during the promotion.

Although Valspar declined to reveal the cost of the campaign, one estimate put the giveaway at between $1 million and $2 million, based on the retail value of what the company is now charging for samples on its website.

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HCN Consumer Calculator: Garage storage and organization

BY HBSDEALER Staff

Other than totes and bins, floor-standing shelving is the most popular kind of garage storage product, according to the NPD Group’s 30,000-strong consumer panel. And in a tough economy, the business skews toward the wealthy. Those are some of the conclusions of the latest HCN Consumer Calculator.

Analysis: Garage storage and organization accounted for $450.9 million in total spending in 2010, according to the NPD Group — that’s down 11.4% from 2009. Mass merchants appear to be chipping away at the warehouse home centers (WHC), which dominate the market.

Analysis: As a reason for purchase, “trusted brand” remains a top-three motivator. And as home centers embrace “back-to-school,” totes and bins benefit.   

Analysis: The 65-plus age group showed by far the biggest increase in 2010 — up a full 5 percentage points over 2009. Meanwhile, the wealthiest consumers are driving this category. 

Methodology: NPD data are based on monthly tracking of more than 30 home improvement-related categories and 30,000 opt-in consumers. The 2010 data above come from the 12 months ended Feb. 28, 2011.

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A.Burma says:
Nov-24-2011 10:49 am

While moving to another place
While moving to another place it becomes problematic to move the luggage; so it is best to make some temporary arrangement like storing items in a garage; or you could opt for moving services. If you are moving from one country to another country then opt for International Moving service.

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Scotts grows in Q2, despite bad weather

BY HBSDEALER Staff

While posting strong second-quarter results, Marysville, Ohio-based Scotts Miracle-Gro is hoping for more cooperative weather. 

Scotts posted net sales of $1.13 billion for the quarter ended April 2, up 8% from the same quarter last year. Net income increased 50% to $177.6 million.

For the quarter, company-wide adjusted gross margin rate increased 41.1% compared with 39.6% a year earlier. The improvement was due to the benefit of lower commodity costs, as well as supply chain efficiencies and a favorable product mix.

Still, a slow start to the 2011 selling season due to unfavorable weather, coupled with strong early season purchases last year, led to a 7% decline in year-to-date consumer purchases entering May. 

"While faced with the challenge of a late break to the season, we remain optimistic in our full-year outlook," said Jim Hagedorn, chairman and CEO. "The consumer remains highly engaged as demonstrated by strong purchase activity whenever and wherever the weather has cooperated. Retailer support also remains strong as our retail partners continue to show commitment to the overall category, but especially to our brands."

Consumer purchases of Scotts products at its largest retailers increased 2% on a year-to-date basis through March, the company said. 

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