Carter Lumber Before
Carter Lumber Before

A manufacturer of artificial shake and stone products has come up with a marketing tactic that enables dealers to dress up their facilities while giving the manufacturer a chance to to show off its product. 

The front of Carter Lumber's yard in Akron, Ohio, recently got a new look thanks to of the Novik Dealer Beautification Program. Novik makes NovikShake and Novikstone, which seek replicate the look and texture of wood and stone materials. As a part of its Dealer Beautification Program, once the dealer agrees to stock Novik products and buys its first 20 squares, Novik gives the dealer 10 squares--a square fills 100 square feet--to install on its buildings.

The squares can go "anywhere that's visible at the dealer yard," said Maureen Murray, a Novik spokesperson. Dealers have installed the product everywhere from storefronts to barns 

Carter Lumber After
Carter Lumber After

Once the dealer has acquired the Novik products, it's responsible for installing it. Most dealers have an event such as a barbeque during the installation, Murray said, and they use these gatherings as a workshop to introduce the product to employees and customers.