For replacement contractors that rely on word-of-mouth advertising, there's no bigger billboard than your company's good work—unless your jobsite can be an actual billboard.
After completing a one-year pilot program, MFM Building Products has announced the continuation of its Underlayment Co-Branding initiative to help customers gain better market visibility. The program includes high-temperature self-adhesive roofing underlayments Wind & Water Seal and Ultra HT Wind & Water Seal. While the underlayments are exposed on the roof, passersby will see not just the MFM logo and product name, but also the contractor's logo and contact information custom-printed on the material. The program also includes customized technical data sheets and special carton stickers. As a co-branded program, MFM carries the product warranty and all product is shipped in MFM cartons.
While MFM sales and marketing director Tony Reis says there is no premium pricing for co-branded materials, "there is a commitment needed from the customer." That commitment includes the one-time cost of the printing die, which can include everything from logos to e-mail addresses to installation lay lines. Customers must also purchase the underlayments in quantity, making the program ideal for roofers that handle new installations.
MFM product marketing manager David Delcoma says that the co-branding program's successful pilot period prompted the company to move forward with the initiative. Only about one-third of customers that have taken advantage of the product were existing MFM customers, while the rest were new to the materials. Delcoma says MFM can give new customers an opportunity to test the materials first before making a co-branding investment. 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 250 degrees F. 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 mil thick, while Ultra HT is 45 mil. Ultra HT also recently received Miami-Dade County approval.
