House-Hasson heats up at summer market
Here’s a sign that things were heating up at the recent House-Hasson Hardware summer dealer market. Orders for water heaters crossed the 10,000 mark.
“After every one of these markets we have trucks lined up for a month bringing water heaters to the warehouse and trucks going out loaded to the gills with water heaters,” said Don Hasson, president of House-Hasson Hardware. “It’s why we always ask after a market, ‘How many water heaters were sold?”
Also at the summer market, dealer sign-ups for the company marketing department’s Digital Deals free digital advertising program brought to more than 400 the number of dealers since January taking advantage of the free service offered by House-Hasson.
House-Hasson Hardware, which claims the distinction of “nation’s largest independent regional hardware distributor,” conducted its Summer Dealer Market took in mid-June at the Sevierville Events Center in Sevierville, Tenn., just outside the Great Smoky Mountains National Park.
Water heaters are something people tend to buy in local hardware stores, Hasson said.
“It’s not new construction driving total sales, but homeowners who don’t like to take cold showers. They get in their cars and go to the hardware store to buy a water heater. It’s not necessarily scientific, but it seems to be a barometer,” Hasson said.
Building wire, commonly bought in 100 rolls, is another market success baseline measure.
“This wire is used to hook up electrical outlets, lights, and to wire houses,” Hasson said. “Our vendors offering wire did very well, as we’ve learned from talking with them. Overall, in terms of attendance and sales, it was a successful market, and we’re very pleased.”
Digital Deals is taking off with dealers since its January introduction, said Taylor Hasson, the company’s VP of marketing. “Dealers are recognizing the importance of getting their names and products in front of customers in every way possible,” Taylor Hasson said.
Through Digital Deals, House-Hasson creates digital ads for dealers, ads usable on the internet, Facebook, other sites, and email marketing. Dealers get special pricing on the products advertised and they can easily make custom ads from the items given at special pricing. Dealers see the ads in advance and by ordering early can take advantage of special dating.
When an ad is created dealers can post it themselves on sites of their choice, such as Facebook and Twitter, or they can e-mail it to their customer base.
“If they need help posting on social media we’ll help them to do that and even build Facebook and Twitter pages for them,” Taylor Hasson said. “Digital Deals doesn’t eliminate print flyers; print is still important to many dealers. However, as time passes there will be more who decide to combine print and digital, or use digital exclusively.”
Dealers can use etoolbox, House-Hasson’s online ordering tool, to place advertising orders.
House-Hasson Hardware points to a network fo 2.500 independent hardware store and lumberyard dealer customers in 22 states and the Caribbean.
Ace is the place for new CMO
Ace Hardware Corp. appointed Kim Lefko to the position of senior VP, chief marketing officer. She will report directly to president and CEO John Venhuizen.
Most recently, Lefko served as chief marketing officer at Weber Stephen Products, maker of the Weber grill. In that role, she led the development of a centralized global website that streamlined e-commerce, fulfillment and services. Prior to that, Lefko served as senior VP of sales and marketing, company officer, at Radio Flyer.
As Ace Hardware’s new CMO, Lefko will lead the brand’s global marketing and advertising efforts and digital initiatives. “We are excited to welcome Kim to Ace as our new senior VP and chief marketing officer,” Venhuizen said. “In concert with her new team, Kim’s 20 years of results developing and advancing beloved consumer brands will further our local owners’ passion to fulfill Ace’s brand promise as the helpful place. I believe Kim will be a great addition to our leadership team.”
Lefko also brings experience from her time at Newell Rubbermaid. She held various marketing leadership roles as she transitioned Graco Children’s Products to one of the largest, most profitable business units within the company. Lefko started her career in sales and marketing at Black & Decker with various positions.
She earned a bachelor’s degree in marketing communications and economics from Cornell University.
The BlueLinx brand expands
Atlanta, Ga.-based BlueLinx Holdings Inc., a leading distributor of building and industrial products in the United States, announced Monday that it would conduct the business of Cedar Creek and all of its subsidiaries under the BlueLinx brand.
“This news is representative of our evolution to come together as one team,” said President and CEO Mitch Lewis. “We are excited to continue providing outstanding service to our customers and great representation for our vendor partners as one company, under one name.”
The move comes as BlueLinx continues its integration of its legacy business with Cedar Creek, the building products distributor it acquired in April of this year. The combined companies create one of the largest wholesale distributors of LBM products in the industry with total revenue of approximately $3.2 billion in 2017 and more than 70 locations in 40 states.