Find Your Local Retailer
Welcome back to The Brush! Today, Nick continues his series of speaking to owners of paint stores and chats with Linc Bigelow of Colorize. Here's the episode to learn more about how paint stores operate and how to cultivate a successful business relationship with them!
Linc is based in upstate New York, and loves the journey of raising his kids in that beautiful part of the country. Colorize is part of the Benjamin Moore network, and Linc points to a whole host of positives that they have brought to Colorize: an army of trainers, data analytics, and a ceaseless supply of paint. Now, 18 months after co-opening Colorize, Linc and his partners are opening a second store. Congratulations!
Linc offers his perspective on why Benjamin Moore should be everyone's paint of choice, even though they are a bit more expensive than some competitors. All of their competitors are corporate, whereas BM stores themselves are independent, and that very relationship means that there is a challenge for independent operators like Linc: the BM product line is much more vast than anyone thinks it is, and Linc says it is their job to educate folks on why BM paints are the best. Because there's no doubt that they are.
As for marketing, Linc says it perfectly himself. “We do a lot on social media, because that's where all the attention is, and the price is right!” He adds: “Social media is kind of the way we're approaching our stores. If you don't have a lot of money to throw at it, you do have time and effort.”
Listen to learn more, and connect with Linc via Instagram @mycolorize and on Facebook.
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