The Independentnews and information for retailers

Volume 5 • Issue 3 • July/August 2012

COLOR NEWSP R O M O T I O N S

Shopping online has become almost automatic for customers today. To

meet their needs, as well as those of our valued retailers, we’re excited to offer the Pick Up In Store option.

This new initiative enables the estimated 1.2 million consumers a month who visit benjaminmoore.com to order products online and pick up their purchases at a nearby Benjamin Moore store. We’re provid-ing the convenience of online shopping (for

consumers) as well as traffic to your store (for you, our retailers), where the consumer will receive the best customer experience pos-sible. Even if they’re just coming in to pick up paint, you can turn them into a customer for life. This is your chance to ensure they leave the store with the knowledge and tools they need to transform their room or home.

The national Pick Up In Store launch follows successful pi-lots with over 400 retailers in the New York Metro, Chicago, Washington, D.C. and San Fran-cisco areas. The pilot demon-strated that the Pick Up In Store program creates a clear path from color selection to paint purchase and ensures the best possible shopping experience -- at the retailer store.

Participation is open to all qualifying U.S. retailers. See the sidebar for a summary and visit mybenjaminmoore.com for enrollment details as well as an introductory presentation that explains the program.

With the new national Pick Up In Store program, as of September 30, 2012, we will discontinue selling paint directly to consumers via benjaminmoore.com. Please note, however, that consumers can continue to purchase Color Samples, color tools and some specialty items via the site.

Qualifications for the Pick Up In Store Program• Branded Benjamin

Moore® retailer

• Open at least 58 hours per week

• Carry the following lines: Aura® Interior, Aura® Bath & Spa, Regal® Select Interior, ben® Interior and Waterborne Ceiling Paint

• Maintain internet and email access at your store

Action Steps for Participation• Carry sufficient stock to

satisfy orders

• Manage your own sales recognition, inventory reduction and sales tax processes

• Comply with the program and in-store processes

• Maintain internet access and actively monitor email

Pick Up In Store Program Connects E-Consumers and Retailers

COLOR NEWSP R O M O T I O N S

2

The first coupons.com promo-tion of the year resulted in

approximately 150,000 downloads! And the second reached 85,000 in only 18 days. Here is some important information about each of the 2012 promotions.

Coupons.com Promotion – Important Dates

More information and redemption forms are available on mybenjaminmoore.com.

Applicator Promotions and Opportunities

We have made sev-eral changes to the

Benjamin Moore applica-tor category — enhancing the current program and providing your business with more growth oppor-tunities.

Here is a summary. Visit mybenjaminmoore.com for more details and order forms.

Professional Quality Applicator Line (NEW)• Features the quality performance cus-

tomers expect from Benjamin Moore• Delivers the value demanded by to-

day’s DIY consumer • Core assortment meets the branded

applicator requirement for participat-ing Alliance 2020 retailers

• Order through the Benjamin Moore NACIC or Lancaster

Custom-Crafted Applicator Line (EXISTING)• Specifically custom formulated for use

with our Gennex® products• Will continue to feature highest qual-

ity materials to meet needs of contrac-tor/professional customers

• Core assortment meets the branded applicator requirement for participat-ing Alliance 2020 retailers

• Order through the Benjamin Moore NACIC or Lancaster

PromotionsIf you meet the core assortment quantities, you will receive a 10% discount off the in-voice AND dating (180 day dating for Alli-ance 2020 retailers and 90 day dating for all other retailers) on either or both programs. To receive the discount and dating, orders must be placed through the Benjamin Moore NACIC now through December 31, 2012. More details and program specifics are online at mybenjaminmoore.com.

POP KitsThese are available for both lines and are free for retailers that meet the Core Assort-ment quantity. Each contains:• Aisle interrupter• ISM (In-Store Marketing) header• Shelf talker add-ons

Applicator Program GuideAll retailers will receive a complimentary copy in August. The guide includes:• Product information on both applicator

lines• Suggested planograms• Contents of the POP kits

First $5 off coupons.com Consumer Promotion• Coupon download deadline – ended May 31

• Consumer redemption deadline – ended June 30

• Submit coupons and redemption forms – by August 30

Third $5 off coupons.com Consumer Promotion• Coupon download – August 20 – September 30

• Consumer redemption deadline – ends September 30

• Submit coupons and redemption forms – by November 30

Second $5 off coupons.com Consumer Promotion• Coupon download deadline – ended July 11

• Consumer redemption deadline – ended July 31

• Submit coupons and redemption forms – by September 30

3

P R O D U C T N E W S

New DIY Consumer Brochure

We now have a new DIY consumer brochure that simplifies the product selection process for your DIYs! This comprehensive guide is designed to

help the DIY select the right Benjamin Moore interior premium paint for their job. It showcases Aura®, Natura®, Regal® Select, ben®, Concepts®, Aura® Bath & Spa, ADVANCE®, and WB Ceiling Paint.

You can order the new brochure using M code /M2343685.

With this introduction, we will cease printing product-specific brochures (see box for “last call” orders on these items). You can use this brochure as an extension of the color conversations you have with your customers and thus should display with your existing color decision making materials.

Product-Specific Brochures: Last CallPlease see the list of brochures below that you can order until stocks are depleted:

• Aura Interior – /M1600304

• Regal Select Interior – /M2343474

• Natura Interior – /M2343421

• ben Interior – /M2343496

• Aura Bath & Spa – /M5145748

In response to popular demand, Ultra Spec 500 sell sheets targeting Education

and Healthcare facilities are now available at all distribution centers.

The M codes for these are as follows:

• Healthcare – /M2343683

• Education – /M2343684

Contact your Sales Representative with any questions.

Order yours today!

TINTED WITH BENJAMIN MOORE’S GENNEX WATERBORNE COLORANTS

PAINT REMAINS ZERO VOC AFTER TINTING

Environmental safety and the efficient use of resources are of paramount importance for healthcare facility managers. Fast-drying with zero VOCs and low odor, Ultra Spec 500 Interior is the best solution for high-traffic facilities. Spaces can be painted and rapidly returned to service. And Ultra Spec 500 is one of the most durable and washable coatings available, retaining its high-quality appearance for years with just minor touchups.

Z E R O V O C A C R Y L I C I N T E R I O R P A I N T

n Patent pending cross-linking resin technology

n Delivers an exceptionally durable finish and withstands repeated washing

n Zero VOC waterborne formula qualifies for LEED® credit – a Green Promise® product

n MPI approved

n Dries quickly for same day return to service

n Seamless touchups at any time

n Available in any color

Benefits:

Best in class durability and green performance for healthcare facilities

Show Off Ultra Spec 500 with New Education & Healthcare Sell Sheets

A SIMPLE GUIDE TO SELECTINGthe right interior paint

FLAT | EGGSHELL | SEMI-GLOSS

MATTE ULTRA FLAT PRIMER | SATIN | SEMI-GLOSS | HIGH-GLOSS

...you have little or no experience and want an introduction to the world of premium paints

spare bedroomsfinished basementslaundry roomsmud roomsclosets

n Low VOCsn Low odorn Available in thousands

of colors

...you want a quality paint available in thousands of colors that won’t break your budget

ceilings in any room of your home

n Goes on easily with minimal spatter

n Ultra flat finish reduces glaren Unlimited color selection

trim, doors, crown molding, baseboards, cabinets

n Offers the application performance of traditional oil paint

n Cleans up with soap and watern Produces a furniture-like finishn Low-VOC formula

...you want a durable, furniture-like finish for your trim, walls and cabinets that is water-based

bathroomshome spas

n Matte finish repels moisture and maintains color integrity

n Unlimited color selection

...you want a luxurious matte finish color that will stand up to humidity

...you want a totally flat ceiling finish to enhance your luxurious wall color

Concepts®ben®Aura® Bath & Spa ADVANCE®

Waterborne

Ceiling Paint

Your best choice when

It’s perfect for

What makes it great?

n Color Lock® Technology for truer, richer color

n Extreme hide—never more than two coats n Self-leveling finish for

unsurpassed surface smoothness

living roomsdining roomsbedroomsfoyerskitchenshallways

...you want the ultimate in performance and color vitality

FLAT | EGGSHELL | SEMI-GLOSS

FLAT | MATTE | EGGSHELL | PEARL | SEMI-GLOSS

FLAT | EGGSHELL | SEMI-GLOSS

MATTE | EGGSHELL | SATIN | SEMI-GLOSS

living roomsdining roomsbedroomsfoyershallways

n Easy application with great touch-ups

n Low VOCs, low odorn Durable and washable

...you have little or no experience and want an introduction to the world of premium paints

living roomsdining roomsbedroomshallways

n High hiding with great coverage

n Outstanding durability and washability in any finish

n Mildew and fade resistant

...you want trusted quality, enhanced with cutting-edge technology in a wide variety of finishes

n Zero VOCsn Lowest total emissions among leading paint brandsn Dries quickly; recoat in 1-2 hoursn Green without compromise®

kids’ roomsliving roomsdining roomsbedroomsfoyers

...you want a safer, environmentally friendly product that is both beautiful and durable

ben®REGAL® SelectNatura® Aura® Benjamin Moore® product

Please review the brochure on mybenjaminmoore.com and familiarize yourself with its content. Then, use the brochure as part of your conversation with DIY consumers as they try to decide which Benjamin Moore product is best for the project they have in mind. Get your orders in today and see how well it can work for you and your customers!

TINTED WITH BENJAMIN MOORE’S GENNEX® WATERBORNE COLORANTS

PAINT REMAINS ZERO VOC AFTER TINTING

Environmental safety and the efficient use of resources are of paramount

importance for education facility managers. Fast-drying with zero VOCs and

low odor, Ultra Spec 500 Interior is the best solution for high-traffic facilities.

Spaces can be painted and rapidly returned to service. And Ultra Spec 500

is one of the most durable and washable coatings available, retaining its

high-quality appearance for years with just minor touchups.

Z E R O V O C A C R Y L I C I N T E R I O R P A I N T

n Patent pending cross-linking

resin technology

n Delivers an exceptionally

durable finish and

withstands repeated

washing

n Zero VOC waterborne

formula qualifies for LEED®

credit – a Green Promise®

product

n MPI approved

n Dries quickly for same day

return to service

n Seamless touchups at

any time

n Available in any color

Benefits:

Best in class durability

and green performance

for education facilities

4

P R O D U C T N E W S

Exterior Stain Site

Have you visited benmoorestains.com yet? This is a great place for consumers

to go to before they come to your store. The site is filled with useful how-to videos, tools to assist with choosing the right products and a directory of Benjamin Moore Certified Contractors. Check it out today and tell your customers about it, too!

Updated Exterior Stain Contractor Brochure

In North America, it’s always stain season somewhere! We’ve enhanced the Exterior Stain Contractor Brochure! Get copies in your store today using

M code /M1106681.

Also in time for the summer/fall home improvement season is the new Com-posite Cleaner (313). Yes, composite decks need maintenance too. Be sure to order the Composite Brochure /M11006682 -- it’s a great tool to help show your customers how to give new life to their composite deck.

SEMI TRANSPARENT STAINSARBORCOAT® Semi Transparent

Deck & Siding Stain

COMPETITORONE

COMPETITORTWO

unexPoSeD AreA

Extreme Fading, Cracking Total Film Breakdown

unexPoSeD AreA

SOlID STAINSARBORCOAT®

Soild Deck & Siding Stain

COMPETITORONE

COMPETITORTWO

unexPoSeD AreA

Fading and Mold Fading and Mold

unexPoSeD AreA

Prep Products

• Use the right prep products to make the job easier

• Proper prep helps prepare surfaces so they are ready to accept stain and deliver the best results

Prep is the Key to a Successful

Stain Job

Before After

Visit our stain video library at

benmoorestains.com

ARBORCOAT® Transparent

Deck & Siding Stain

COMPETITORONE

COMPETITORTWO

TRANSPARENT STAINS

unexPoSeD AreA

Fading Film Breakdown

unexPoSeD AreA

The leading stain brands on the market were

evaluated by a respected third-party testing facility.

The stains were applied to uniform planks of pressure

treated southern yellow pine in a variety of colors and

finishes. They were then subjected to accelerated

outdoor weather testing for a three month period.

The samples were then compared and rated for their

resistance to cracking, peeling and fading.

The resulTs speak for Themselves

ArborcoAt® outperformed the competition

in independent tests

Independent third party test results

Unsurpassed performance for outstanding results on every job.

benmoorestains.com

W A T E R B O R N E E X T E R I O R S T A I N

ARBORCOAT

deliverssuperior durabilityandprotection

O N L I N E T R A I N I N G

5

T V N E W S

HGTV’s House Hunters Highlighting Benjamin Moore ColorsLove HGTV’s House Hunters? So do approximately 348,000 women ages 25-54 in the United States!

This year, House Hunters fans will see before and after room shots in Benjamin Moore colors. Benjamin Moore’s own Senior Interior Designer, Sonu Mathew, selected the colors for the show.

These color integrations will air on*:

• September 15, 22, 29

• October 6, 13, 20

To view Sonu’s picks and the before and after vid-eos, visit mybenjaminmoore.com.

*Please note that the dates are subject to change and clips on mybenjaminmoore.com are for internal use only and cannot be shared with anyone outside Benjamin Moore & Co.

Enhanced My Learning Center is Now Here

We’ve enhanced My Learning

Center…exclusively for our retailers!

The enhanced site will deliver an improved experience, including:

• increased browser compatibility

• a searchable course library

• manager’s ability to view employees’ progress

• printable certificates

• and much more!

Contact mylearningcenter@benjaminmoore.com with any questions or send us your feedback on the new site. Thank you for your patience during the transition period.

Please log on to activate your account today!

Ultra Spec Tips in Ten Now Available

We’ve added a new course to My Learning Cen-ter describing what you need to know about

Ultra Spec 500 and Ultra Spec EXT.

Check it out today and learn about the features and benefits of these two products and how they fare against the competition.

Contact mylearningcenter@benjaminmoore.com with any questions.

D I G I TA L 5

6

1. Everyone uses Google… especially to find local businesses

According to Google, 73% of all online activity is related to local content. In those search results, locations of businesses closest to the consumer are provided. Claiming your business on Google Places ensures that your potential customers are seeing your business information as well other relevant details that can drive customers into your store.

Claim Your Business on Google Places

Statistics show that nearly 97% of people use an online medium to find information. Google recognized this and created an application to help businesses promote themselves. This application is Google Places. All businesses are

listed on Google automatically, but actually claiming your business on Google Places gives you opportunity to change the viewing experience for potential customers and make them more likely to come to your store.

Here are five reasons why you should claim your business on Google Places now.

2. Sign up is easy…and free With Google Places, signing up is quick and easy…and free. Go

to www.google.com/places/, provide or create a new gmail account, fill in your business information, verify your business by phone, and then you’re all set.

3. Easy to use After your initial set up, Google Places makes it easy for you

to: manage information about your store, read reviews, and customize your business details to follow customer trends. You can also add videos, pictures and offers to drive people into your store.

Go to www.google.com/places/, provide or create a new gmail account, fill in your business

information, verify your business by phone, and then you’re all set.

7

When consumers do a Google search for Benjamin Moore paint stores in their area, a list of places shows

up along with a map pinpointing your location.

4. Apps, Stats, and Everything Else After you’re all set up and comfortable using Google

Places, you can improve the experience for current and potential customers. Google provides each claimed business with analytics that show how many times people search for your business, as well as how much traffic you’re getting on your place page. There are also options to see what the most common search terms are that are associated with your business, as well as the locations most people are searching from. This information is helpful in creating coupon ideas. Using these tools can help you target and gain more customers.

5. Manage multiple stores at once Having multiple stores to manage is stressful enough.

Google Places makes it easy for you to upload and manage all your stores at the same time. After uploading information for all your stores, you can see how much traffic is going to each store on one convenient dashboard. There is no need to create multiple accounts.

Google Places is a great resource that can help you increase traffic into your store(s). If you would like any additional information, visit mybenjaminmoore.com or call the social media experts at 855-ASKBEN1 (855-275-2361) for immediate help.

Your July/August Newsletter has arrived!

The Independent

101 Paragon DriveMontvale, NJ 07645

PresortedFirst Class Mail

U.S. Postage PaidWest Caldwell, NJ

Permit #55

F I N I S H I N G T O U C H E S

Selling Under the Summer Sun

Did your store sponsor a local team or participate in a local event, like

a fair, parade, or fundraiser? Send your photos and stories to laura.pourinski @benjaminmoore.com and you just might see them included in a future issue of The Independent or on our Facebook page.

Eugene Andreassi Vice President, Marketing & Retail Services

Julianne Maguire Internal Communications Manager

Laura Pourinski Editor & Associate Manager, Internal Communications

Kevin Meyer Communications Manager

The Independent

CONTRIBUTORS

A Letter from Our New CEOIf you haven’t already

read the message from

our new CEO, Robert

S. Merritt, please take

a look. It’s under the

What’s New section on

mybenjaminmoore.com.

Labor Day Information — Benjamin Moore & Co. will be closed on Monday, September 3, 2012 in observance of Labor Day. For detailed information concerning the order/delivery schedule of your servicing facility, please refer to mybenjaminmoore.com, your Sales Representative or the NACIC at 888-236-6667.