“We picked key growth markets for Moen,” said David Lingafelter, vice president/marketing and product development. Moen brought its show to Seattle; Denver; Houston; Dallas; Fort Lauderdale, Fla.; Atlanta; Chicago; Baltimore; San Francisco; San Diego; Phoenix; and Charlotte, N.C.
The manufacturer conducted three shows per city: one for wholesalers, one for builders and one for plumbing contractors. About 100 wholesalers, 50 to 75 builders and 50 to 75 plumbing contractors attended the event in each city, said Ginny Long, director of public affairs at Moen Inc. The manufacturer did another 30 to 40 regional in January.
This was the first road show Moen has done in the United States, but it has been doing this type of show in Canada for 15 years, Long said. In Canada Moen spends about three months doing about 24 road shows every other year.
The road show is intended to encourage builders to specify Moen’s faucets and to make sure wholesalers are carrying the faucets so the builders can find them, Lingafelter said. Moen stresses upgrades and selling up to wholesalers; with plumbing contractors, the focus is more on installation.
The products are transported in trucks, in plan-o-grammed displays with special lighting. The displays include accessories from Moen’s sister division, Creative Specialties International.
Here are a few of the products displayed in the road show: