Here’s a test: If you could choose just one word to describe your business’ values, what would it be? This was the exact question staring at Josh Abramson, owner of A. Allbright Painting, not too long ago, and the answer brought his mission and his marketing goals into crystal-clear view. “It was such an impactful exercise for me and my company. I remember the day and how I felt when I finally realized that the word ‘happiness’ is the key to our core values,” says Abramson.
One of many ads locals see from A. Allbright Painting
Abramson is no stranger to successful marketing. For years, Abramson and his employees have creatively used their name in everyday interactions and marketing material: “Have an Allbright Day.” The greeting has caught on so much that customers now wish them an Allbright Day. The happiness revelation takes the marketing strategy to the next level by adding the company’s key value proposition. Implementation of the new slogan ensures that anywhere you see A. Allbright Painting, you’ll see happiness. And it is ever ywhere. The slogan is on T-shirts, business cards, billboards, advertisements, social media posts and videos, and at local events. Most recently, Abramson found the perfect sponsorship opportunity to drive home their motto when he teamed up w it h the Santa Clarita Color Run: The Happiest 5K on Earth. And the happiness doesn’t stop with the marketing and advertising messages. It is truly the motto Abramson lives by. So what does it really mean to paint happiness? “My number one goal is to work happiness, whether that be for those who work with us, those we work for, those we serve within our community or those who work within our trade.” Spreading happiness to all those around can be a tall order. Luckily, Abramson is a tall guy with no shortage of heart, and he was happy to pass along the recipe.
It all starts here: the people in the office, in the vans and on-site. “Happiness first stems from me wanting to be not people’s boss but rather someone’s encourager to be the best they can be.” Abramson’s management style is through servant leadership–asking what others need to be successful. “At A. Allbright the mentality is ‘we’ not ‘me.’” In return, the company has committed, positive employees who help implement the “happiness” brand by giving good service to customers and participating in helpful community events. “[Community events are] some of the best times we have as a company. It really builds on strengthening our team.”
Abramson also does not muddle his day with things that do not fit his job description. His core purpose is to lead the company to success, and he leaves no stone unturned to do it. Early in his career he joined the PDCA, multiple peer groups and worked with coaches in the industry to help steer the company in the right direction and keep it on track.
Potential customers don’t have a hard time finding information on A. Allbright Painting. The marketing plan uses a plethora of marketing vehicles, and Abramson works hard to make sure that the messages are fun, creative and happy. Among some of his creative ideas: iPhone business cards, pens that glow Allbright and videos that will at the very least leave a happy tune in your head.
He tries to keep continuity across all of his efforts, constantly focusing on the bright and happy aspects of his painting business. “I think [consistency] is important to your brand and for the public not to be confused.” When it comes time to choose the mediums to run ads and events to sponsor, Abramson uses the “heart” approach. “I don’t always look for the best return on an event or what type of crowd will be there, because I want to be genuine about what we are sponsoring and have some passion behind it. I believe it’s then that you will be truly successful at sponsoring and the returns will be great!”
For all the marketing that it does, A. Allbright is sure to back up the advertising message with good work and good service. “I have heard it said before, ‘Don’t advertise like the Ritz-Carlton and then give a Motel 6 experience.’”
The iPhone business card.
Abramson not only sponsors events, but holds his own community events, most of which focus on giving back to those in the community who need it. Abramson is wellknown both locally and nationally for his work with several programs. Paint-It-Forward is a program that chooses families in need and gives them a free paint job; Paint-It-Pink is a program that raises money and awareness for breast cancer; and Paint-It-S.M.A.R.T. is a program that provides work experience and mentoring for single parent teens. Abramson captures videos of recipients of Paint-It-Forward receiving their big prize and other events hosted by the company as testimonials of their commitment to their community happiness.
Abramson is no stranger to the painting community either. He speaks at various events across the country, helps contractors begin their own local charity projects and has created multiple products, including environmentally friendly paints, a color presentation and estimating software. If you catch him out and about or at an industry event, he’ll be happy to share what he’s learned about marketing with you. If not, he shared a few points here:
• Get inspired by what others are doing.
• Look for ways to communicate who you are and what’s important to your company.
• Consider starting with a marketing budget that is 3 to 4 percent of your projected revenue for the year.
• Make sure you have your logo and phone number on T-shirts, job site signs and company vehicles.
• Consider a vanity phone number to make it memorable.
• Have fun.
“We are painters. Paint and color is the last thing put on top of a substrate, and it’s usually the only thing they see. It’s important. The work we do is important. It’s inspiring. Make it so in your marketing too.” APC