Booklets Will Help Customers!
Take the time to browse through any of the
free booklets put out by companies like Pratt & Lambert, Benjamin
Moore, Martin-Senour, and Wm. Zinsser. When
the retailer discovers how fun and easy the glazing process
is, it is much easier to tap into the customer's enthusiasm
for decorative painting. At the same time, dealers stand to
increases sundry sales, develop customer loyalty, and promote
very good "word of mouth" advertising. When a customer feel
good about service, a project, or successful project, they
are much more likely to tell others and return for future
In the past
few years, many books are written about faux finishing. Many
of these books are written for the home enthusiast and are a
great resource for the homeowner and dealer alike. They stress
the importance of sound surface preparation, cover the materials
thoroughly, and are very "technique oriented."
popular books make numerous references to the use of quality
specialty brushes, such as those distributed directly to dealers
by Loew-Cornell Inc. To our knowledge, Loew-Cornell Inc. is
the only brush company to introduce a specialty tool and brush
line with the DIYers in mind. This is no accident wither, since
LC is a virtual giant in the multi-billion dollar craft and
arts industry. To date, other manufacturers of these specialty
brushes have focused only on professional painting contractors.
generation of tools (Cadet Series by Loew-Cornell Inc.) however,
are miniature versions of the other fashioned tools. This
means that they are much less expensive and much easier to
use for the amateur and professional working on smaller projects.
isn't the only company that sees great potential in the DIY
market. Take a closer look at Wm. Zinsser Co. these days and
you'll find out that they're not just a stodgy old primer manufacturer
any more! Zinsser expects to take the led in the decorative
market by introducing both alkyd and latex Blend and Glaze Liquids
that actually work as promised. Their new generation of glazing
liquids is designed to intermix readily with current tinting
systems and house hold paints. The new product labels are so
colorful and artistic you can't help picking up the container
to inspect it more closely.
has also produced a free full-color booklet designed to support
the dealer by cross-selling related products, and educating
the home owner about simple faux finishing techniques that are
easy enough to do on wall areas.
Sherwin-Williams Plans Decorative Painting Center
evidence that decorative painting is here to stay is the fact
that The Sherwin-Williams Co. is planning a Decorative Painting
Center which will feature all of the necessary faux finishing
items for the home owner. When a conservative company such as
Sherwin-Williams decides to jump on the faux bandwagon and stock
over 2,000 stores, you know it is going to be big.
painting has grown so much over the last decade that entire
organizations such as Stencil Artisans League Inc. (SALI) have
really blossomed. Originally founded in the late 70s as a small
group of women stencilers, this organization boasts over 1,500
active members primarily from the United States, but also Canada,
South America, Australia and Japan. Over Half of the educational
programs offered at this year's national SALI Convention in
Pleasanton, CA. this August are concerned with various types
of faux finishes for the novice, experienced craftsperson...
and yes, the seasoned painting contractor.
As a decorative
painting school, we have taught many students from this organization,
and conversely, many of our students have joined this wonderful
network of sharing decorative painters. It is through educational
organizations like SALI that faux finishing is being rediscovered
and enjoying a vigorous growth.
craftspeople should be a big part of your focus if you want
to capitalize on selling these decorative products. It is evident
that DIYers have been seizing many of our opportunities previously
reserved for the professional painter. Seventy percent of Pro
Faux's students are non-painters, despite the fact that we advertise
more heavily in the painting contractor magazines.
television news sets, talk show sets, decorative show houses,
and all types of product packaging have been featuring faux
and fantasy finishes over the past few years.
Can Capitalize on Sundry Items!
From the retail perspective,
it is true that the actual quantity of glaze used for any given
project seems very small, but remember that greater sales can
come out of it more for you. Sundry items, preparation products,
primers, base paints, clear coats, and tools are a big part
of the decorative painting picture. Intangible benefits include
the immeasurable excitement and good will you create by providing
the attractive products and services so vitally important in
today's competitive total paint market.
The Flood Company, makers of Penetrol and Floetrol, thrive on
filling the needs of several niche markets. Flood receives many
calls regarding faux finishing and distributes the paint conditioners
preferred by top faux artisans.
customers start to discover the limitless creative possibilities
achievable with paints, colored glazes and a few specialty tools,
they will discover a new appreciation and zest for home decorating
include a vast array of texture impressions, infinite color
and value selection, and - for the truly skilled decorative
painter - an uncanny ability to deceive the eye by mimicking
various woods, marbles, and other natural materials.
come close to the feeling of pride and satisfaction which
results from a job well done. Whether it's successfully retailing
the variety to decorative products available today or having
your customer create a master piece at home, faux finishing
will be a win-win situation for paint dealers and their end