Contractors are looking for every opportunity to get their names in front of prospective customers, and now MFM Building Products is encouraging them to "look up." The waterproofing and weather barrier manufacturer is moving forward with the co-branding initiative it piloted last fall. Customers can have their logo and other information printed alongside the manufacturer's name on two roofing underlayment products: MFM Wind & Water Seal and Ultra HT Wind & Water Seal.

To participate in the co-branding effort, "there is a commitment needed from the customer, but it does not include a premium on the product price," says MFM sales and marketing director Tony Reis. Instead, customers are responsible for the one-time cost of creating the printing die, and must purchase the materials in what MFM calls "very reasonable" quantities. The die can be customized with everything from company logos, to e-mail addresses, to lay lines for installation. Customized technical data sheets and special carton stickers are also part of the package. As a co-branded program, MFM carries the product warranty and all product is shipped in MFM cartons.

Product marketing manager David Delcoma says the program's successful pilot period since fall of 2013 prompted MFM to continue the co-branding program. Only about one-third of customers that have taken advantage of the program were existing MFM customers, while the rest were new to the materials. "This is a great opportunity for the distributor to explore a new marketing vehicle with their customers," Reis says. "We have been pleased with the response so far." Pros interested in the opportunity can reach out to their local MFM distributor for more details.

MFM Wind & Water Seal and Ultra HT Wind & Water Seal are self-adhering, polymer film surface underlayments laminated to a high-temperature adhesive system rate to 250F. Each product is designed for use under most roofing systems, including metal panels where high heat is generated. Each 2-square roll measures 36-inches wide and 67 feet long. MFM Wind & Water Seal is 40 mils thick, while Ultra HT is 45 mils. Ultra HT also recently received Miami-Dade County approval.