Good points made right here. They could help themselves by changing there name. I had a guy laugh at me yesterday when I told him malarkey was a good shingle! Thanks. Keep it up.
The company I work for installs primarily Malarkey. We get laughs most times we bring the name up, but the name sticks with homeowners. We back it up and explain some of the selling points and those stick a little better. I think it comes down to the way you present it. Are you presenting it as “ABC Roofing, installing shingles by Malarkey” or “Installing Malarkey shingles as ABC Roofing”? If your marketing is focused on the products you install then it might be an issue. If your marketing is focused on being a leader and expert in the field then it doesn’t matter what the name of the product is. Also, Malarkey has some amazing new marketing resources that break down any customer concerns. They’ve spent the last year revamping it and it’s been amazing.
i outsale all brands with malarkey, i know how to sell a unique selling proposition. my competitors mostly sell owens corning, i know how to easily knock them out. it's because its a shingle not a car. With Shingles, I just point out the weight, quality, and the zone.
I would add that Malarkey starter strip is wider for better coverage.Malarkey pull away cap is wider than Owens Corning,and Certainteed's pull away cap .
Seriously?? A rebranding is possibly the worst advice Malarkey could take away from this. Consider your car analogy--it does more to dismantle your premise than it does to support it. The current brand perception of that auto manufacturer has zero to do with the actual name of the company--it has everything to do with the history behind that name. I work in a marketing department of a distributor that sells all of the major manufacturers. Within the industry, Malarkey's name is solid and established with the contractors they sell to and through. It took them decades to get their brand recognition to where it is now, to compromise that with a name change at this stage wouldn't be the smartest play. The last thing they should be concerned about is a 50 year old receptionist who may or may not choose a roof based either on a company's name, or the fonts and flashy colors used on a sample board. Who's next on the list for this targeting? Possibly those crazy, misguided computer companies named after fruit??:)
As a marketer you should know the power of impression. Current attention span is 8 seconds. That’s fast. Malarkey is not a household name. As a supplier you have seen them many times. 95% of people care less about shingles. When they start doing research it starts with names. I can name you many billion dollar brands who have rebranded their names and did really well. Including auto and electronic corporations like LG. Within the industry name is solid, and we talk about it a lot. But go little bit outside of industry and start asking questions and people have no clue. Brand is small, not many reps, not available in many areas. With all of that better name could help some. But again what do we know? If they want to stick with malarkey it’s their business. Product is good. Name is weak. That’s our humble opinion, that’s what we will stick to.
@@RoofingInsights3.0 I'm about to replace my storm damaged roof and my contractor showed me six color samples, all Malarkey. I thought I was being scammed. That is the first impression and it is only on a second thought that I made the association with Smucker's and how the product must be pretty good to survive this long with that name.
I think it is all in the presentation. Once you reveal the superiority of the Malarkey shingle and explain the name I sale it. It like Smuckers says with a name like this you know we can't fail. Yet Smuckers is one of the top if not the top jelly sold.
I think it's agreat name cause it's wierd and memorable which is what you want for a brand. A little controversy easily explained away by it being the owner's name is a good thing.
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I agree completely! They really could use brand face lift. I was thinking something like "Rigamarole" or "Shenanigan."
Good points made right here. They could help themselves by changing there name. I had a guy laugh at me yesterday when I told him malarkey was a good shingle! Thanks. Keep it up.
The company I work for installs primarily Malarkey. We get laughs most times we bring the name up, but the name sticks with homeowners. We back it up and explain some of the selling points and those stick a little better.
I think it comes down to the way you present it. Are you presenting it as “ABC Roofing, installing shingles by Malarkey” or “Installing Malarkey shingles as ABC Roofing”?
If your marketing is focused on the products you install then it might be an issue. If your marketing is focused on being a leader and expert in the field then it doesn’t matter what the name of the product is.
Also, Malarkey has some amazing new marketing resources that break down any customer concerns. They’ve spent the last year revamping it and it’s been amazing.
thanks for feedback!!
i outsale all brands with malarkey, i know how to sell a unique selling proposition. my competitors mostly sell owens corning, i know how to easily knock them out. it's because its a shingle not a car. With Shingles, I just point out the weight, quality, and the zone.
I would add that Malarkey starter strip is wider for better coverage.Malarkey pull away cap is wider than Owens Corning,and Certainteed's pull away cap .
Seriously?? A rebranding is possibly the worst advice Malarkey could take away from this. Consider your car analogy--it does more to dismantle your premise than it does to support it. The current brand perception of that auto manufacturer has zero to do with the actual name of the company--it has everything to do with the history behind that name. I work in a marketing department of a distributor that sells all of the major manufacturers. Within the industry, Malarkey's name is solid and established with the contractors they sell to and through. It took them decades to get their brand recognition to where it is now, to compromise that with a name change at this stage wouldn't be the smartest play. The last thing they should be concerned about is a 50 year old receptionist who may or may not choose a roof based either on a company's name, or the fonts and flashy colors used on a sample board.
Who's next on the list for this targeting? Possibly those crazy, misguided computer companies named after fruit??:)
As a marketer you should know the power of impression. Current attention span is 8 seconds. That’s fast. Malarkey is not a household name. As a supplier you have seen them many times. 95% of people care less about shingles. When they start doing research it starts with names.
I can name you many billion dollar brands who have rebranded their names and did really well. Including auto and electronic corporations like LG.
Within the industry name is solid, and we talk about it a lot. But go little bit outside of industry and start asking questions and people have no clue. Brand is small, not many reps, not available in many areas. With all of that better name could help some. But again what do we know? If they want to stick with malarkey it’s their business. Product is good. Name is weak. That’s our humble opinion, that’s what we will stick to.
@@RoofingInsights3.0 I'm about to replace my storm damaged roof and my contractor showed me six color samples, all Malarkey. I thought I was being scammed. That is the first impression and it is only on a second thought that I made the association with Smucker's and how the product must be pretty good to survive this long with that name.
I think it is all in the presentation. Once you reveal the superiority of the Malarkey shingle and explain the name I sale it. It like Smuckers says with a name like this you know we can't fail. Yet Smuckers is one of the top if not the top jelly sold.
I think it's agreat name cause it's wierd and memorable which is what you want for a brand. A little controversy easily explained away by it being the owner's name is a good thing.
Malarkey is the family name of the original business founder it's not a branding name..
Malarkey is the last name of the family who started it. Herbert Malarkey being the main one.
Malarkey..hands down... i dont care what they call it..their products are outstanding
I just put a malarkey riff on and at 1st I did think it's a bunch of bullshit going on my roof but is a very good product would recommend it
Sucks they don't sell it in the Charlotte NC area.
Biden should visit the plant it would make excellent press all around. No Malarkey -- except THIS Malarkey!
I have never had a customer in 25 yrs ever mention anything about the name. Im word of mouth only business so my customers trust what I recommend.
Malarkey vs Owens Corning Duration?
I agree.
So funny watching this after Biden made it a slogan.