Therma-Tru College
Marketing
always make a great entrance
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How the #1 Brand Drives Business Your Way
• Therma-Tru delivers beyond the door by providing dealers, builders
and re-modelers with effective marketing tools and programs that:
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Differentiate your business from your competitor’s
Increases the perceived value of the homes you build or remodel
Sell your homes faster
Adds to your bottom line
Increases homeowner satisfaction
• Resources
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Brand Leadership
Marketing Tools
Business Solutions
Education and Research
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Brand Leadership
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Brand Leadership - Recognition and Awards
# 1 Brand Used
2008 Brand Used Most
Builder® Magazine
35%
30%
25%
2007 Most preferred and used brand of entry doors
by builders and Remodelers
20%
15%
Professional Builder
Professional Remodeler
Custom Builder
10%
5%
0%
Therma-Tru
32%
Jeld-Wen
12%
Masonite
2008
11%
Pella
12%
Stanley
7%
Tru-Defense Entry and Patio Door Systems
Product Innovation for
Product Safety
Home Remodeling
Award
Gold Award
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Brand Leadership - Share of Voice
 Targeted consumer and trade media
coverage to create a dominant share-ofvoice for the Therma-Tru brand, products
and the benefit of a fiberglass door
 Strategic partnerships with third-party
spokespeople (i.e. Carey Brothers & The
Money Pit)
 Product placements on top home
improvement shows
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Marketing Tools
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Marketing Tools
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National Advertising
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Product Brochures
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Consumer Magazine
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Resource Material
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Custom Marketing Program
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Model Home Program
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Advertising Support
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Sales and Merchandising Aids
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Door Gallery Program
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National Advertising
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Product Brochures
• 2009 Full-Line Catalog
• 2009 Fiberglass Brochure
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Consumer Magazine
• The Make an Entrance magazine is a
great way to educate homeowners on the
value of purchasing a Therma-Tru
fiberglass door system
• Feature articles:
• Curb Appeal - How can a fiberglass door
help to sell your home?
• Door Style vs. Home Style - Suggestions
on choosing the right Therma-Tru door to
fit the style of the home
• Patio Door Pointers – What to look for
when choosing a patio door
• Old is New – Yesterday’s home styles are
making a come back in new construction
and remodeling and homeowners are
looking for a doors that complement their
home’s architecture
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Resource Material
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Tru-Tools for Building Profits
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Resource Guides
Warranties
Coastal Code Information
Brochures
Builder and Remodeler’s Resource Guide
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Features all key marketing and sales tools
available to the builder and remodeler
packaged in one selling piece
• Improve your sales process
• Differentiates yourself from the competition
• Yield higher sales and higher margins
• Achieve greater customer satisfaction
• Receive more referrals
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Custom Marketing Program
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Create a personalized brochure that helps you highlight the door upgrade
options you offer
All Custom Brochures will feature a custom Pricing template for you to
configure your own retail pricing
Design a custom brochure around the different architectural styles of the
homes you build or remodel
Increase visibility on the job site with yards signs and door hangers,
customized for your business
Increase referrals with a direct mail program using our customized postcards
Custom Dealer
Brochures
Custom Dealer
Price Pages
Custom Door
Hangers
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Custom Direct Mail
Program
Model Home Program
• Applies to builder model, Parade of
Homes model and also design centers
• Therma-Tru will pay 50% of the fiberglass
door systems allowance for each
approved door system when the
distributor or dealer matches 50% of the
allowance
• Only fiberglass door systems are eligible.
All components must be Therma-Tru
• Limit 4 model homes per development
and 4 openings per model
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Advertising Support
• Co-op Program Materials
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Print Advertising
Radio Scripts
Yellow Page Ads
Model Home Program
TV Commercials
Billboards
Truck Graphics
Ask your Dealer about available co-op opportunities.
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D2D Travel Bag
12” w x 13h" x 5d" messenger style bag with
shoulder strap and handle. Bag has an extra
compartment to add additional literature and
other sales tools of your choice.
Travel bag with stained door samples
12” x 12” Classic-Craft ® Rustic
door skin stained Walnut one side
Part # MADTTSTB08
Travel bag with unfinished door samples
12” x 12” Fiber-Classic® door skin
stained Cherry one side
Part # MADTTUFSTB08
12” x 12” Smooth-Star®
door skin painted Red one side
12” x 12” Classic-Craft® Oak door
skin stained Natural Oak one side
12” x 12” Classic-Craft® Mahogany door
section with lock stile, stained Mahogany one
(8) Hardware finishing samples
side
on a chain
*Glass brochure and Fiber-Classic® Mahogany skin
section will be added in Feb. 09
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12” x 12” Classic-Craft® American
door skin stained English Walnut one side
Demo Kit
Interactive demonstration kit that allows for
presentation and selection of Therma-Tru
Entry Door Systems. Everything you need in
one concise, easy-to carry case!
Classic-Craft Mahogany countertop
display with Tru-Defense™ sill
Hinge plate samples to
represent hardware and
caming finishes
4”x4” stain chip samples
CC American Style
CC Mahogany
8”x 8” Classic-Craft® Oak
section
8”x 8” Fiber-Classic®
section
CC Oak
CC Rustic
8”x 8” Smooth-Star®
section
Glass sample case
with (19)
3”x 3” glass samples
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8”x 8”
ProEdge™
steel section
Merchandising Aids
Tru-Defense Sample Board
MADFGD07
Net $387
Printed stain chip fan deck
MAASFD08
List $77.50/ea grain
AS, MH, OK, RS
Hinge Finish Board
MADFGD07
List $129
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Stain Chip Printed paper samples
MAASLOPS
List $5.80/ea stain color
25 ea/stain color
*Plastic holder sold separately
Door Gallery Program
• Modular Display
• Flexibility to showcase full entry
and patio systems
• Point of sale signage that speaks
to the homeowner
• Simplifies selection process
Gallery
Lites
Display
H-Unit
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4-Door Swing
Unit
Business Solutions
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Business Solutions
• www.thermatru.com
• Door Designer
• Therma-Tru (TTQ)
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www.thermatru.com
Trade
professionals
Instructions,
Videos, and
Manuals
Dealer locator
Door Designer
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Door Designer
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Features and Benefits
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A simple and enjoyable on-line
visualization experience that will help
with the selection of a Therma-Tru door
system that best fits a variety of
architectural styles of homes
Tru-Advantage – Ease of use helps sell
“the right door style” through six simple
steps using a web based tool
Dealers – Drive more business into their
locations
Builders/Remodelers – Increase
upgrade sales
Distributors – Only features
manufactured products – data pulled
from Therma-Tru’s TTQ application
Sales Tips
• Select from all Therma-Tru entry
door styles
• Great for driving consumers to
dealer showrooms
• Link from dealer websites to
Therma-Tru Door Designer
Live Demo:
http://mant6ttqsrv2/byo/BasePage.aspx
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Door Designer
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Therma-Tru® Quote (TTQ)
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Is Fast: no more manually
calculating price from hard
copy price books
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Is Accurate: accurate and
the most up-to-date pricing
and product information
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Is Convenient: access only
access anytime, anywhere
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Is Efficient: easy to turn
around and place an
accurate order
Routing
866.612.3977
TTQSupport@ThermaTru.com
Eastern Standard Business Hours
M-F 8:30-4:30
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TTQ
Education and Research
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Education and Research
• National Home Valuation Study
• Homeowner Segmentation
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National Home Valuation Study
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• Therma-tru asked the question:
“How much value does the entryway add to the home?”
Before
After
• Conducted by independent research group, TNS (NFO WorldGroup)
• 2,400 homeowners surveyed
• Homeowners randomly assigned into two groups
• Each group estimated home prices based on the homes’ exterior appearance
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National Home Valuation Study (cont)
Results
Beautiful entryways can increase the perceived
value of a home by up to 6% or $24,000.
+ $7,720
+ $18,900
+ $13,650
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+ $24,840
National Home Valuation Study (cont)
• We’ve designed a marketing brochure to
help you communicate the benefits of this
study
• Promotes:
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Increases Curb Appeal
Increases the perceived value of the home
Sells upgrades
Yields a high return on investment
• The perceived value increase of
$24,000 is more than five times
greater that the actual cost of the entry
system
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Homeowner Segmentation
Why is Understanding Consumer Behavior
Important?
• Understanding consumer attitudes and
behaviors toward their home.
• Provides a more valuable way to sell, by
addressing consumers needs and wants
• Having this knowledge can result in
increased sales and greater customer
satisfaction.
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Homeowner Segmentation (cont)
Entryway Passionate:
48% Market Value
Highest income group
Simply the Best:
79% home values over $150,000
2nd highest income
15% market value
Just the Basics:
47% HHI < $50,000
Youngest of the 4 groups
11% actively seeking new door
24% market value
DIY Enthusiasts
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Thank You
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