Labor Savers: It sounds fast. It is fast.
The following article is the part of a series of interviews with companies offering solutions designed for speed and efficiency at or near the job site. The series ran as “Labor Savers” in the March 2018 issue of HBSDealer.
The name “White Lighting” seems tailor-made for today’s time-sensitive contractor, but it’s actually a brand that’s close to 100 years old. In recent times, the line of caulk and sealants has certainly embraced the concept of job-site speed, along with the closely related concept of ease-of-use. Faster is better. Hence the brand’s slogan: “Finish in a Flash.” HBSDealer spoke to Keith Krese, senior product manager for caulk and sealants for Cleveland-based White Lightning.
White Lightning might be the fastest-sounding product in home improvement. Was that always the idea?
The brand tees up pretty well for any discussion of speed on the job site. But we go back a long way — almost 100 years. The connotation over the years has changed. It started out really as a painter’s caulk, and that’s our heritage.
What are you seeing on the job sites?
We’re well aware of the challenges of the labor shortages, the aging contractor base and the lack of younger folks entering the trades. So, one of our new product strategies focuses on speed of project completion. We’ve even begun using the tagline: “White Lightning: Finish in a flash.” And that’s something we really want to commit to.
What are the specific products in this area?
The first one is our 3006 Quick Dry. The 3006 has been a flagship product for many years, and its well known by pros. If a painter uses an air sprayer, he can apply paint immediately. Or, you can paint over with a brush after 20 minutes, under normal drying conditions. Other products, you might have to wait one or two hours more before you can paint it and avoid cracks. So that’s been a big win for us.
What else is in the line?
Our Speed Grip product is an all-purpose construction adhesive. The big advantage here is that it offers instant grab on most surfaces, and cures faster than most products in its category. So, whether you’re putting up some chair rails or doing some repair work, maybe on some tile, you won’t have to stand there holding it in place and waiting for the adhesive to set up.
After responding to the need for speed, how would you describe the market reaction?
With these products, you don’t have to wait all day to come back and put a coat of paint over it, and that has been met with a great deal of acceptance. And what we’re also seeing is people trading up from those opening-price-point items or general-purpose items. With these products, they see something that really delivers on a need, and they are willing to invest in a product that gets the job done right and will save them time. There’s a premium for the attribute of being easier to work with and giving you some of your day back.
Can you sum it all up quickly in a go-to-market strategy?
We really focus on being able to deliver maximum productivity for both professional and DIY users. We introduce innovative products that enhance the speed of work and allow you to finish the project faster and allow you to do it right the first time.
Catch Up: HBSDealer published one Q&A every day this week with someone from each of the following companies regarding its labor-saving products: Hyphen Solutions, White Lightning, Georgia-Pacific, Epicor and E-Z Gutter.
