Roofing Road Trips with Heidi- TAMKO's Kim Eckerman and Melissa Dunson - PODCAST TRANSCRIPTION

Editor's note: The following is the transcript of an interview with Kim Eckerman and Melissa Dunson with TAMKO. You can read the interview below or listen to the podcast here.

Heidi Ellsworth: Hello and welcome to another podcast of Roofing Road Trips With Heidi. This is Heidi Ellsworth, an RCS partner. And I have to tell you, I think I say that every time, but this really, really, really is an exciting podcast for me today because I'm with two of my favorite ladies and we're going to be talking about marketing. Marketing in the new age. So I want to introduce first Kim Eckermann, director of marketing and communications for Tamko. Welcome Kim.

Kim Eckerman: Thank you, Heidi. I'm excited to be on the show with you today.

Heidi Ellsworth: This is going to be so much fun. I'm telling you, this is real marketing talk that we're going to be having today, my favorite. And the one who I just always love sharing ideas with well, it's both Kim, but Melissa, I have to introduce Melissa. Melissa Dunson, who is the manager of marketing and communications at Tamko, has just an incredibly creative mine that I just love having this conversation. So welcome to the show, Melissa.

Melissa Dunson: Yay. I'm super excited to be here.

Heidi Ellsworth: You put the three of us together and this gets, we try to keep it at a certain time limit, but I don't know, this could be kind of dangerous.

Melissa Dunson: It's going to be Epic. I promise.

Heidi Ellsworth: So, it is April 7th, 2020, when we are recording this podcast and we are in the thick of the coronavirus. And so I've asked these lovely ladies here today to really have a conversation about what's happening and how we really all need to help each other and especially help contractors with a new way of looking at remote selling and marketing, digital marketing. So that's the topic today. We're going to talk through that. But first, before I really start it, I wanted to hear from both of you ladies maybe Kim, you could start on, what are you hearing from the industry? What are you hearing from your Tamko contractors as they're dealing with all of this?

Kim Eckerman: Yeah. Well thank you Heidi. I really just want to start things off by saying first and foremost, we hope that anyone who's listening is safe and well. That you're putting your health first and foremost. We take safety very seriously at Tamko building products, safety of our employees as well as our customers, vendors, anyone that we work with. We've put in place, a lot of safe holds and protocols to try and make sure that we're being safe within these parameters that we're all operating in right now. This is unprecedented times that we're in, so I think it's important to make sure that we're keeping all those things first and foremost. So just want to start this conversation off by saying, we're well aware of the gravity of the situation that's taking place right now and we really hope that everyone is safe and well. But I can tell you that we're hearing a lot. We have our sales team out on the grounds, trying to talk with their customers and bring information back to us in real time because things are changing rapidly, by the moment, as we all know. We've been working to stay connected with them, because they're bringing us back to the real time information. People are are struggling right now and we want to make sure that we are providing them the information that they need to continue being able to get people the products and the solutions that they need during this difficult time. Melissa actually helped run a survey, and so she's got some really great feedback and information. She's really been on the front lines of this thing, researching and helping us develop content. As you said, she's a very creative person and she is finding fantastic ways to learn more about what's going on. So I'd love to hear more from her about what she's hearing.

Heidi Ellsworth: Melissa, let us know, yeah.

Melissa Dunson: So I know that lots of people have done surveys, I know NERCA did one, I know different roofing publications have done theirs. We did one and really the results of so many of those have so many similarities. Roofers are, lots of them still operating, but they're facing a lot of cancellations right now and they're guessing sometimes. Sometimes homeowners will tell them why they're canceling sometimes I'm guessing it's either concern about whether or not it's possible to do a roofing job right now and do it safely with those social distancing requirements. Other times it's people who are having financial concerns, either because their income has been affected or because they're concerned that their income may be affected because of the coronavirus situation right now and how it's affecting our economy. A number of contractors have really come out and said they're, they're taking this opportunity to kind of double down on their marketing efforts. Maybe they're not out there quite as much. They're not having as many jobs where they're on the roof, but they're really thinking about the marketing efforts they have in place and what they need to get into place so that when this ends, they're in a much better position and it can take advantage of the people who maybe have been putting off getting their homes worked on so that they can really be ready for that.

Heidi Ellsworth: Yeah. And it's so interesting. Different parts of the country, different state by state. Are you hearing that too Melissa, that just different parts of the country kind of have different things happening?

Melissa Dunson: Yeah, well, the regulations right now and there was federal guidance, but really all those decisions about who can operate and who shouldn't operate and how they should operate. It's really being made at a state and a local level. And so, if you go online and to roofing groups, some people are saying, we're operating with absolutely no problem. And some people are saying, we don't have the freedom to do that right now. And so really I would say roofer and probably businesses in general, their experience is highly, highly affected by where they live right now.

Heidi Ellsworth: Yeah. I was on a call with a contractor this morning and they are saying their phone is consistently ringing, but this is really a company that has worked hard on developing technology in their business. And almost preparing for something like this to happen by building trust and relationships. And Kim, I know that that is just such a mantra with you on really, don't forget the people. Can you talk a little bit about that for contractors and working with their customers?

Kim Eckerman: Yeah, absolutely. I mean we are social beings, right? It is in our DNA to have face to face, human contact, interactions, staying in touch. And I think right now it's such a crucial time to be leaning on the tech technology. To stay in touch with those customers. I mean, we need to be reaching out to them where they're at, how you can get to them. You're talking about phone conversations. I mean, probably the majority of the time we're not on the phone anymore, but now by far, one of the best times to be on the phone, be reaching out and making those connections. But also finding ways to still connect, I mean it has to be virtually, right? I mean that's really the best option here, so that you can actually still be seeing a person. So that you don't feel so disconnected in this time that we're in right now. I think helping you to sit still be able to look at someone in the eyes, whether it's through a camera or not, I'm really still helps you to make that human connection that you need to really relay what you're trying to get through.

Heidi Ellsworth: Yeah, I tell you since it started, it's been nonstop with the Roofers coffee shop. We are talking to contractors, talking to our manufacturers and distributors and it's all online and it's almost like people wanted to engage even more. But without that technology, we just wouldn't to make it and so I would love to, Melissa, I know you've been working on this and I know both of you have some pretty exciting news and things coming out. But Melissa, before we kind of get to your big announcement, let's talk just a little bit about just contractors using technology. What are you, and maybe in some of your conversations that you've been having, what are you hearing from contractors about their use of technology?

Melissa Dunson: Yeah, thanks Heidi. From what we're hearing, people are usually in one of two camps. They either have been going down this digital path. It sounds like the contractor you were speaking with this morning is one of those people and so they kind of have a leg up and this situation. Or you have contractors who have known that they need to go down this digital path, but they haven't gotten around to it. They don't feel comfortable with the technology and they're realizing in this moment like, "Oh my gosh, I have to find a new way to do business now." And so, my encouragement to all those people is that it's not too late and actually this is a perfect time to kind of enter that digital age. So virtual selling, remotely selling, like how do you do that? Maybe in years past that hasn't been an option. Maybe you couldn't go through pretty much the entire roofing process except for actually installing the roof. But maybe in the past you couldn't do that virtually. But today the technologies there where people really can. And there's so many different tools out there, everything from video conferencing and video calls, to estimating software, there's CRMs that really can help get the bids in front of the homeowner and get the signatures and help keep them abreast of what's going on with the job, and then get reviews back at the end. I mean the technology is there. It's just about getting that into the foundation of your business and finding a way to make all of the various different types of technologies that are available right now, finding the ones that actually work the best for your business and then putting them into practice.

Heidi Ellsworth: And Tamko is doing just that. Because I think sometimes contractors feel like, especially, there's contractors out there, you're right who just were like, "I have word of mouth, I have referrals. I don't need to worry about technology at this point. We'll get around to it." But the thing is, I think sometimes everyone forgets is technology can be as simple as your day-to-day is picking up the telephone. It's maybe doing a FaceTime, it's buying online. Things they probably do in their personal life all the time is just incorporating that in the business. But you've made it easy, you two and your teams have made it one step easier for contractors, not even to have to worry about getting it on their website. You've given them a tool where they can go online and really have a great selling tool for the contractor's customers. So why don't you tell us about that, Melissa?

Melissa Dunson: Yeah, they were really excited about it. One of the big things that homeowners are concerned about right now is they want to be able to arrange to have their roof redone, but they don't necessarily want to have a face-to-face with a roofer. That's a major concern right now. And so estimating software and tools really makes that up possibility and so we're really excited. We just launched on our Tamko.com single cells visualizer, a new upgrade which allows estimation and accurate 3D modeling and measurement. It really is going to make it super accurate and really easy for contractors to just go in there, find the address and get all of the measurements, get a report, get that to the homeowner, so that they can really accurately bid that. As well as there's functionality on there where they can try different Tamko products on the roof and really help that homeowner feel confident in the choice that they make, most of shingle color and style. So that just went live and we are super excited about it.

Heidi Ellsworth: I'm excited about it.

Kim Eckerman: We're extremely excited about it. Yeah, I think we're going to have a really great response. We know that it's tool that contractors need right now more than ever. And they can really drive homeowners there too to show them like Melissa's explaining to you. I mean, you want to be able to see what these products are going to look like on your home before you actually have them installed. So we're super excited about this.

Heidi Ellsworth: I have to tell you, I played with it. So we went out, we took a picture of our house, brought it back in, uploaded it into your program. And I was playing actually with some of the metal roofing, putting it up on our house. And it was cool. It was simple and I just think you guys really hit the Mark on making this very accessible to contractors to use with homeowners. Melissa, why don't you share a little bit about just like how it works. I gave it just the high level, because that's kind of where I usually sit, but maybe get a little bit deeper.

Kim Eckerman: Melissa definitely understands the technical aspect of it.

Melissa Dunson: Well, the one thing I love about this tool it's kind of piggybacking on so many other parts of technology that are already a part of our life. But it's putting them all together in one place and making it really easy for contractors. So you can go ahead and you can upload an image into it or you can go ahead and just enter an image in and do like a Google street view and then you can also an aerial view. And you don't even have to have a picture. You can be having a phone conversation with the homeowner, get the address, plug it in, and then you send it off and within a couple of hours to a day they'll send you back and an EagleView report, it's powered by EagleView's technology, which I love because it's an industry standard around here. But it will send back an accurate 3D modeling and measurement estimation report. And then you can use that to communicate with homeowners to come up with a bid. You can share those reports directly with homeowners. You can use it to come up with a list of materials that you need. And really, it's super quick, super easy and there's no guesswork in it. You plug in the stuff, you send it, you get a report in your inbox and it's fast and easy.

Heidi Ellsworth: So I have a little bit of experience with EagleView in my past life and I really understand the power of this as a marketing tool too, for the contractors. Because I think you're 100% right Melissa, to be able to have those, be able to estimate faster, all the measurements, the really good communications with the homeowner. But one of the things that I found too is having these kinds of reports from a marketing standpoint, it really makes the contractor stand out. And they can use it as a really strong communications tool on, "This is how we're going to route your house. This is the safety precautions we're going to take. We've already talked about colors." Kind of using that all the way around. And Kim, I know you've talked about that too, just that enhanced communications. How do you see contractors really kind of taking this and using it with their customers?

Kim Eckerman: No, absolutely. What we feel like it will do for them is help round out that story. "I'm here and I'm ready to assure you that I can do the job that you need right now and that I can do it safely and I can get it done with your safety and health in consideration. But let me share with you these fantastic tools that provide you in real time, amazing 3D information about how this product is going to look on your home. I can share it with you virtually, and really help connect this entire project for you and make things smooth, quick and easy."

Heidi Ellsworth: Yeah.

Melissa Dunson: To hop on with what Kim is just saying, I love the idea that contractors can use this to instill confidence in homeowners. Because I feel like right now in this time of uncertainty, that's really what people need. They just need to feel confident, confident in the decisions they're making, confident as people that they're doing business with. And this is such a good tool for contractors to help homeowners feel more confident about this purchase.

Heidi Ellsworth: I think so too. And Melissa, really kind of using that virtual, like we talked about. Using virtual meetings even FaceTime, but you can show each other the report, they can actually draw on that report virtually, showing them where everything's going to happen with production, deliveries, safety, all of those kinds of things. And I think that just delivers such a higher level that really is what the homeowners want right now like you said. They want to be reassured that it's going to be okay.

Melissa Dunson: Yeah. And actually, I mean was the growth in virtual meetings and especially the delightful feature of screensharing, which I mean it's just made all of this possible. Besides the fact you can actually then this report off digitally to a homeowner, you could actually pull it up on your screen, do a screen share with the homeowner, draw on your screen and be able to walk them through this entire process just like you were sitting at the table with them.

Heidi Ellsworth: Yeah. Yeah. And I think contractors and I think what you two are doing really opens the door to this, but I always think of my husband Tim, who you guys have met. And he orders from Amazon. He does FaceTime with the kids, he can get on CBS sports, when I don't even know how he does it. And so really, this is not technology that our older generation doesn't get. We're doing it every day, we're doing screen shares, we just don't always think of it in those terms.

Melissa Dunson: Yeah. This is technology that in my opinion, assessable to everybody, which I feel like in this moment, rather than having a really big learning curve, it's what we need to be leaning into. So, that's Amazon, people understand that business structure. They understand how to operate in that system. In the same way that people understand Google street view, they understand Google map and it's a part of our everyday life. And EagleView is one of the oldest names in that estimating space. And so to be able to take all these different pieces, I think contractors are going to find this easier to use than they think maybe at first glance it is, and I think they're going to be able to feel comfortable and confident using it really quickly.

Kim Eckerman: Yeah, I agree. It is certainly making all those connections on across those levels of technology. And I know we're hyper focused on the current situation right now, but this is a tool that they're going to be able to use with extreme confidence at any point in time. Even when we're not under any mandates that are requiring us to work virtually. This is a great tool that once they've learned it, now it's going to become an important part of their working styles.

Heidi Ellsworth: I think that's such an important, because we're talking about the new normal. And really, what has happened with this pandemic is I think it's just accelerated where we were already going to be relatively quickly. Because, I mean, let's think about it. I mean, all of us are moms and we all run businesses. We work, we do all these things. The days of just saying, "Okay, I'm going to block out three hours in my evening to sit down and listen to a salesperson talk about my home improvements." I think it's really close to the end. I'm a little controversial on that side, but I think this kind of approach is what the generation, not just the new generation, but the current, all of us in our busy lives want. We want this kind of ease of communication when we're working on our homes.

Melissa Dunson: Yeah. I think like Kim has said, selling is still about people, but it's about how you do it. So many of those things are still saying the same, the principles of it. But how are you actually accomplishing that? What are you actually doing? What are the mediums you're using to accomplish that? One of the things that I've seen, there's even a movement in sales people, instead of just being willing to talk on the phone, that the movement to text messaging to communicate with customers, which used to be unheard of and now is part of everyday life. I think it's just another giant leap in that.

Kim Eckerman: Absolutely. I mean there, the growth in social media, like Melissa's talking about texting, I mean we're communicating in different ways than we ever have. So it's just another leap in that direction.

Heidi Ellsworth: Yeah. I really see us, it all comes back to probably what all three of us learned in college, but that's to know your audience. So our new world audience expects texts, social media, online phone, whatever works for them. And the contractors now have the tools to kind of really be able to approach the customers however they want to be approached. Some still want that kitchen table conversation. Other people want to text.

Kim Eckerman: Yeah. And, and like you said, it's about knowing your audience, knowing your customers. Where are they at? Where am I going to go to connect with them? And we're all having to learn to evolve and do that in different ways.

Heidi Ellsworth: Yeah. And you know what, I think that's one of the things that I love working with both of you as we kind of look at understanding and knowing your audience. And so I'm going to throw a little bit of something out there, a little bit different than we're talking about technology. But you also introduced some amazing new colors at the beginning of this year, shingle colors. And we had so much fun working together, launching that at IBS and then IRE, and then all of this happened. So let's kind of maybe back up just a tad. Can you kind of share how that went, and the excitement around these beautiful colors that you have out there?

Kim Eckerman: Yeah, absolutely. Happy to. I think I will say Tamko as a roofing manufacturer, we've really been leading the way in color for the industry for years. So the colors that you were seeing, we've had those, right? We've been using those. We need to remind people how beautiful they were and that they're here and that we're a brand that you can trust. And so it was really fun to work on that campaign to get that messaging back out there and be looking at our beautiful colors that we've had and we've been sharing, but looking at them in a new way.

Melissa Dunson: I will tell you from the trade show, which is where we launched that campaign, they were incredibly well received, and even the feedback from contractors who were just saying, "Hey, I love that you're calling back to the messaging, because we've always felt like you guys had the best colors." So we love that. We love hearing that. We think that, and so we love hearing that from the industry as well. And honestly, when push comes to shove, so much of the decision a homeowner is making about what's going on their roof, is based on that. They want their home to look good. And especially, I keep thinking about this particular season right now where everybody's at home. I keep thinking about how that might actually end up changing people's perspectives, that maybe people who didn't care as much about their homes or where they look, now they're stuck at home and it actually could cause them to have kind of a new perspective about their home. And I'm wondering if at the end of all of this, if there might not be a surge then people saying, "Hey, I want to take better care of my house. Hey, I want to take more pride in my house. Hey, I want to do some home improvements because they've spent so much time in that space."

Heidi Ellsworth: That is exactly. And the thing I love as we all are working at home. The thing I love about that is the fact that you have brought the tradition, the pride, just the heartbeat of roofing and you're now marrying it with the technology. And so contractors can show home owners these beautiful colors, the performance product, through technology on the screen virtually. It's like you've kind of wrapped it all up in such a great way.

Melissa Dunson: I think we have the best story, right? I mean, as a storyteller, just so much of what marketing is, I love our story. I think we have such a fantastic story and I love this part of our story right now, which is, we have all this fantastic history, but we're not stuck in the past that were really walking the future and we're wanting to take as many people with us as we possibly can. So I think it's a really exciting time, even though I know it feels really difficult right now. I think it's an exciting time to be in the industry and I know that we're going to make it through. I know that business will come back. I know spring storms happen and I'm just excited to be a part of the story, because I think it's a good one.

Kim Eckerman: Yeah, absolutely. Building on the strengths of our history and what's brought us to this point and helping lead the industry forward with new technologies and better connections with customers, and helping them be ready. Because this is as you were indicating, Melissa a great time to be connecting with your customers because they will be ready to make those investments in their homes.

Heidi Ellsworth: Yes. So I'd like to kind of end this podcast with your thoughts on seeing what the two of you have done with Tamko and really, defining and telling... I love Melissa, how you say that. Telling that story of the company and the innovation. How do you recommend Melissa, let's start with you and then we'll end up with Kim. Melissa, how do you recommend that contractors can kind of follow your example? How do they blend the tradition and the heart of their company, while also really kind of stepping into this new normal with the tools that they need? And how do they communicate that to their community, to their customers?

Melissa Dunson: I always like [crosstalk 00:28:20]-

Kim Eckerman: That's a beautiful question. I'm sorry. Go ahead and Melissa.

Melissa Dunson: No, I always like to tell people that you should be the best version of yourself. And so I think self-reflection is a really great place to start, both personally and with your business. To think about really what makes you you. I mean that's a little bit of a marketing exercise, but I think it could be good for everybody. To really think about, what are the really great unique parts of my business, of myself. And what are the parts that really, if I could just decide to kind of move past that, but to grow past that, I would. And then amplifying those things. Don't throw them away, just because they're old, hold onto what's really good. And then my next piece of advice would be to read. The world is changing so fast. Before this situation even occurred, I mean, that's been the case in technology for years. And so find some groups, find some people, find some tech people, find people in your industry that you can read what they're saying and follow their podcasts. I mean, kind of like this one. And just educate yourself and never stop learning. Because honestly, my background and my experience, the only that I've gotten to this moment that I am right here is by reading and by following what's happening and finding people who are worth listening to. And then just trying everything you can to try and figure out what works for your business.

Heidi Ellsworth: That's excellent.

Kim Eckerman: Very well said. I think what I would add to that too, is as she's saying find a tremendous group to follow. I mean, Roofer's Coffee Shop is great. You guys are great at what you do. You help bring all the knowledge of the industry to the right people at the right moment. So resources that you can trust and believe in. But along with that it would be saying what information you're learning and what you know about yourself, how do you relate to it. And how do you craft a story that you believe in and you trust in and following along with that. That foundationally can help mold where you want to go.

Heidi Ellsworth: Thank you. That is really cool. So when I referred to you, two ladies is the powerhouse marketing duo, it is really true. You're just doing some amazing things, in marketing overall and obviously with Tamko. And this has just been a great time to visit and a great podcast. And I do have to note that our listeners may have heard a dog or a child or two during this. Because we're all working at home. Yeah.

Melissa Dunson: It definitely is not on my end. No, I don't know where that came from. The coronavirus, it's a version of this. Yeah. We are all working from home, it's just the reality of it. Our coworkers might be tiny children or dogs, it's the reality of it.

Kim Eckerman: Depending on the day, or both.

Heidi Ellsworth: Or husband. You just never know.

Kim Eckerman: Or husband. Yeah, we'll throw them in there too.

Heidi Ellsworth: Well, thank you both. Thank you so much. And for everyone listening, be sure to look on the coffee shop. We are going to have an announcement about this awesome new technology from Tamko, this visualizer and measurements and 3D modeling. This is what you really want to be looking at, and from people you can trust. People in the industry who really understand what's going on. Tamko, EagleView, the people out there who are really trying to come up with solutions. But also please follow Melissa and Kim, they are sending in articles to us. You're going to see a lot more on remote selling, on digital marketing. And so that will all be in the Tamko directory and on the blogs. And ladies, thank you so much for being here today.

Melissa Dunson: Thank you.

Kim Eckerman: Thank you Heidi. Great talking with you.

Heidi Ellsworth: Great talking with you. We'll be doing this again. So thank you again for listening to Roofing Road Trips With Heidi. And our guests, Melissa and Kim from Tamko. Please find all the podcasts under our read, listen, watch initiative under our podcast with Roofing Road Trips With Heidi. You also can listen to the Heidi and Vicki Show, which is on every week as a podcast, which is a lot of fun too. So have a great day and thank you for being here.