By Dani Sheehan.
If you weren’t already convinced of the cool and incredibly diverse opportunities within the roofing industry, you will be after listening to this! In season five, episode 37 of Roofing Road Trips, Heidi J. Ellsworth sits down with Chelsea Oesch, the marketing director for Beacon’s TRI-BUILT brand, to discuss their product line and how to differentiate your business in the roofing industry. Chelsea has worked under the Beacon umbrella of companies for the last 14 years, starting in sales and finally ending up in the marketing department in 2020. She feels like the experience working in different parts of the industry has really helped her bring a unique perspective to her current role.
Now, she is fully committed to Beacon’s private label brand, TRI-BUILT, which “offers products in all categories, so that makes us unique in the sense that we have residential products, commercial products and complementary items...Our line is focused largely on all those ancillary products. So all of your accessories that go into the roof.”
Contractors already love TRI-BUILT products, and the company has been looking for even more ways for contractors to get involved so that they can really stand behind the products they use. They recently branded a new look and have now added Blu, their dog, as the pack leader. “And so if you think about a dog, we want our customers to feel the protection, trust and loyalty, and they’re going to get that same feeling conveyed through those TRI-BUILT products.” This new brand leader not only mirrors the care they put into their products, but it’s created the opportunity for some really unique partnerships in the industry.
Chelsea explains, “We partnered with an organization called Canine for Warriors. And what makes Canine for Warriors unique is that they really pride themselves on saving two lives. So they’re saving the warrior, so this is someone that has some sort of military trauma, but also the dog because they take dogs from high kill shelters, and they train them into being service dogs.” Each time a contractor buys a TRI-BUILT product, part of the purchase goes directly to Canine for Warriors.
They even have a TRI-BUILT Top Dogs calendar each year that features dogs from their customers. The twelve that are selected also receive some prize money. Many of the contractors that win take that money and give it back to local shelters in their areas. “So it’s more than just underlying their ice and water shield or paint or caulking, but we’re really trying to connect our contractors with some of these great organizations.”
Dani is a writer for the Coffee Shops and AskARoofer™. When she's not writing or researching, she's training for trail races and working on her yoga teaching certification.
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