Generating Brand Awareness

4th Quarter 2011
Issue #44
Generating Brand Awareness
As part of the corporate advertising program for 2011, Mouser Custom Cabinetry has continued to create interest
and promote brand awareness within the marketplace and throughout the professional network of kitchen and bath
designers. Our most recent advertising promotions included company/
product advertorials in two national publications; both directed to consumers
and kitchen and bath designers.
The September issue of Kitchen & Bath Design News featured a full-page
tabloid size advertorial emphasizing the trademarks of quality and durability
of Mouser Custom Cabinetry. Entitled “Mouser Custom Cabinetry - The
Name That Delivers Quality”, the advertorial’s emphasis is not strictly
limited to the recently introduced Centra Cabinetry line, but also identifies
the three custom cabinet platforms; CornerStone Overlay, StoneHearth
Inset, and Prizma EuroStyle, along with a brief company background and
a glimpse at recent company initiatives.
While Kitchen & Bath Design News is an ongoing monthly publication,
the Trends Kitchen magazine (Volume 27, Number 7) will have select
newsstand presentation and remain current for six months. Supplies of
the Kitchen Trends publications tend to sell out sooner than the six-month
shelf life. The two-page Trends advertorial emphasizes the relationship
between traditional craftsmanship and modern technology in creating
the highest quality Mouser cabinetry. Like the Kitchen and Bath Design
News advertorial, the Trends advertorial also provides a brief overview of
Mouser Custom Cabinetry, finishes, door styles, and selected products
offered through the CornerStone Overlay, StoneHearth Inset, and Prizma
EuroStyle lines, and Centra Cabinetry brand.
Each of these advertorials will generate significant interest in the multiple product platforms offered through Mouser
Custom Cabinetry. Kitchen & Bath Design News is only available by subscription, while Trends Kitchen magazine
is available at Barnes & Noble, BooksA-Million, Joe Muggs Coffee, Lowe’s,
Home Depot, Menard’s, or most magazine
newsstands.
Unlike a single page advertisement, both
advertorials provide a brief overview of
Mouser Cusotm Cabinetry as a whole
along with snapshots of selected products.
As with any marketing collateral created by
Mouser, all of the product images utilized
in literature, advertising, or any type of
corporate promotion are obtained from the
talented kitchen and bath designers who
design with and sell Mouser.
(continued on page 2)
Above: Kitchen & Bath Design News Advetorial;
September 2011
Left: Kitchen Trends Advetorial; Volume 27, Number 7
Continued from front cover article (Generating Brand Awareness):
Images chosen for the Kitchen and Bath Design News Advertorial
were pared down from a large initial group and include submissions
from Cabinet Trends - Louisville, Kentucky; Kitchen’s Unlimited Memphis, TN; and Willowbrook Design of Venetta, PA.
The two-page Kitchen Trends advertorial entitled “Quality Built
In” also showcases images of projects completed by Kitchen’s
Unlimited and Willowbrook Design. Karen Kassen (Kitchen’s
Unlimited) and Kathy Cvetkovich (Willowbrook Design) are both
talented designers experienced with the Mouser product lines.
Generating Brand Awareness...... Front Cover
Preview Door is the Ultimate Sales Aid..Pg 2
Centra Cabinetry’s Online Presence........Pg 3
Questions regarding the advetorials, product information, or
product images from either publication may be directed to the
Mouser Marketing Department at 800-345-7537, extension 298.
Jim Yuki - Million Mile Man...................Pg 3
Finish Sample Expiration Dates Extended
. ............................................................Pg 4
Centra Cabinetry Improves Pullout Drawer
Option...................................................Pg 4
Change to Foil Square Edge Appearance
Boards................................................... Pg 5
Translucent Finishes Regain Interest........ Pg 5
Mouser Associate Promoted to AutoCAD
Team Leader.......................................... Pg 6
Blending of Centra and Custom Enhanced
.............................................................. Pg 6
New Photography Opportunities of Each
Mouser Product Platform...................... Pg 7
Custom Product Update............................ Pg 7
Prizma EuroStyle Cabinetry Update......... Pg 7
Product Training Seminar
October 24th - 26th, 2011..................... Pg 7
Current Shipping Schedule..........Back Cover
Preview Door is the
Ultimate Sales Aid
Mouser’s Preview Door program, which is available in the
CornerStone, StoneHearth and Prizma EuroStyle product
platforms, can be the low-cost insurance policy needed by dealers
and designers in today’s marketplace. When a client makes a
finish selection from an expired S-9 Color Block, an old Mouser
Sample Front or an aged showroom display, there is increased risk
associated with the project.
Making finish decisions using aged or expired samples, especially in
cherry wood, is a recipe for disaster. At one time or another, we have
all heard this chilling statement: “This isn’t the finish
color I ordered”. This stunning comment will cause
even the most confident and experienced
among us to gasp for oxygen and
tremble uncontrollably. At this point,
a dealer or designer realizes
the opportunity for a happy
client has been reduced
significantly, and the
quest for satisfaction will
require additional expense.
The Preview Door program
can provide the protection
desired. If a client likes
a finish shown on an
expired sample or an aged
showroom display, you may
order a match of that finish
by sending a sample to
Mouser’s Customer Service
department and ordering a
Preview Door. For as little
as $130 list price, you may
enjoy the “peace of mind” that comes with knowing your client has
made a decision based on the most accurate sample available.
Questions concerning the Mouser Preview Door Program or any
sales aide may be directed to the Mouser Customer Service
Department at 800-345-7537, extension 5.
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Centra Cabinetry’s Online Presence
In today’s competitive market, continued survival and
growth of any company requires a superb product and a
continued presence across multiple venues to promote
that product. The recent introduction of the Centra
Cabinetry product line also included the launch of the
new Centra Cabinetry website (www.centracabinetry.
com). Designed to educate the consumer about the
benefits of Centra, the Centra Cabinetry website’s sleek
design and easy navigation provides consumers with
instant access to all the pertinent information regarding
the Centra product line.
Information is accessed through portals on a command
bar and include: Home, Why Centra, Image Gallery,
Construction, Locate A Dealer, Contact Us, and a
Mouser Custom Cabinetry website link.
Home-accesses or returns to the Centra homepage
Why Centra-provides an overview of Centra and support
programs that include:
•About Centra Cabinetry •Green Initiative
•Warranty Information
•Privacy Statement
Image Gallery-set aside for Centra Cabinetry product
images
Construction-provides detailed information / images of
the Centra product offerings that include:
•Centra Construction
•Centra Craftsmanship
•Wood Species
• Finish Options
•Door Options
• Use and Care
Locate A Dealer-a search tool for consumers to locate
authorized Centra Dealers based on zip code input
Contact Us-allows consumers to request information and
marketing collateral on the Centra product line
Mouser Custom Cabinetry – an instant link to the Mouser
Custom Cabinetry website (www.mousercc.com)
Unlike the Mouser Custom Cabinetry website, the
Centra Cabinetry website does not provide a Dealer
Login area where electronic information is archived for
instant availability. The Mouser Custom Cabinetry link
on the Centra website allows you to gain access to this
information via the Mouser website.
Questions regarding information presented on the
Centra Cabinetry website or the Mouser Custom
Cabinetry website should be directed to the Mouser
Information Technology Department at 800-345-7537,
extension 296.
Jim Yuki - Million Mile Man
Mouser Custom Cabinetry would like to recognize Jim
Yuki, one of our senior drivers, for surpassing one
million over-the-road miles. In January of this year Jim
reached the million mile mark while making deliveries to
one of our Dealers based in the 31 states we service.
Custom Cabinetry. When you see Jim making your
delivery the next time be sure to congratulate him for
his achievement.
Jim has been driving for the company since April of
1997 and has been instrumental to the growth and
success of Mouser Custom Cabinetry. Jim has provided,
and continues to provide, outstanding service to our
customers. He has played a large part in establishing
our company’s reputation for damage-free, on-time
deliveries.
In appreciation for his hard work, dedication, and the
achievement of this rare milestone, Jim was presented
a $500 gift card and was recognized among his peers
at our quarterly driver’s safety meeting.
During Jim’s career at Mouser, he has developed
special relationships with many of our dealers. His
dedication, integrity, and values are appreciated by
all, and he is an outstanding ambassador for Mouser
Jim Yuki accepting driving achievement award from Steve Mouser (l) and Donnie
Warren (r) for reaching One Million Over-The-Road Miles.
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• • • MOUSER PRODUCT UPDATES • • •
Finish Sample Expiration Dates Extended
With the introduction of Centra Cabinetry, the Mouser Product Development team had an opportunity to evaluate
the expiration dates for all sales aids and samples. With everyone watching
business costs and most understanding the importance of current finish samples, this was an ideal time for Mouser management to review the useful life
parameters of showroom samples.
The following list of Mouser Custom Cabinetry and Centra Cabinetry samples and sales aids have had expiration dates extended to 18
months:
• S-1, S-4 and S-101 Sample Fronts – Cherry only
• S-9 and S-109 Color Blocks – all samples
• S-13 Sample Door – Cherry only
• S-35 Glaze Choice Samples – wood stains only
These Mouser Custom Cabinetry and Centra Cabinetry samples and
sales aids have expiration dates of 24 months:
• S-1, S-4 and S-101 Sample Fronts – all woods except Cherry
• S-3 Glaze Choice Samples – Maple and Painted Maple
• S-13 Sample Door – all woods except Cherry
• S-20 Sheen Sample Door
• S-25 Glacier Elect Samples
• S-35 Glaze Choice Samples – Solid Colors
For more information about updating your showroom samples and using your
co-op funds to reduce the cost, contact your Mouser sales representative or call the
Mouser Customer Service at 800-345-7537, extension 5.
Centra Cabinetry Improves Pullout Drawer Option
To simplify the Centra product offering, Mouser introduced
groupings of base and tall cabinets with Pullout Drawers
(POD’s) fully installed and operational. In addition, a Pullout
Drawer Kit, which could be purchased and field installed,
was made available through the Accessories / Modifications
section of the Centra Cabinetry catalog. This allowed a
designer to add POD’s to cabinets that were not included in
the predetermined groupings of cabinets with POD’s.
Now, the process has been simplified and improved. Effective
immediately, the Centra manufacturing team will install the
optional Pullout Drawer Kit at the factory. No longer will your
contractor need to complete the POD installation in the field;
instead, all you have to do is select the POD kit desired and
designate the cabinet in which you would like it installed. It is
that simple!
This Centra Cabinetry improvement, which emulates the
Pullout Drawer option available with Mouser’s custom
product platforms, is effective immediately. For additional
information, contact Mouser Customer Service at 800-3457537, extension 5.
• • • MOUSER PRODUCT UPDATES • • •
Change to Foil Square Edge Appearance Boards
Due to recent construction changes made to the Foil Square Edge Appearance Boards from our supplier, we have
had to make a few changes to these items. These changes have resulted in an increase to the minimum width and a
decrease in the maximum height. The minimum width of the appearances boards has changed from 2-1/2” to 2-7/8”
and the maximum height has changed from 96” to 95”.
This change will be addressed in the 2012 Price and Specification Catalog and immediately affects information
provided for Appearance Boards Foil on page 5b-20 of the 2011 Prizma EuroStyle Price and Specification Catalog.
It should be noted that Appearance Boards with a foil are the same thickness as the door/drawer style ordered. The
minimum width on Round Edge foil appearance boards remains 2-1/2”. The minimum width on Square Edge foil
appearance boards is 2-7/8”. The minimum height for both Round and Square Edge appearance boards are 9-1/2”
tall. The maximum height on Round Edge appearance boards remains 96” and Square Edge appearance boards
is 95”.
Any questions regarding changes made to the Foil Square Edge Appearance Boards should be directed to the
Mouser Customer Service Department at 800-345-7537, extension 5.
Translucent Finishes Regain Interest
Over the years, cabinet manufacturers have seen the industry grow into a fashion driven
business. Still, there has always been a cyclical nature to the popularity of certain styles,
finishes and wood species. Today, the cabinet industry is seeing resurgence in the
popularity of translucent finishes, a look that was popularized in Southern coastal
markets throughout the 1990’s.
Translucent finishes, which allow the natural characteristics and hues of
wood to influence the appearance
of the product, are very unique and
promote a casual style in any kitchen
environment. The light, airy look created
by cabinets and furniture with translucent
finishes is perfect for warmer climates,
seaside living or homes with plenty of
natural light. Casual and comfortable,
the popularity of kitchen designs in these
translucent finishes peaked in the late
1990’s, experienced steady declines for a
number of years and then remained fairly
constant through 2007.
For Mouser, translucent finishes like Ivory, Pearl and Cotton on Maple
were near extinction in early 2010, but an uptick in demand over the past
twelve months has provided new life. The revitalization has been strong
enough for the company to introduce two new translucent finishes on
Red Oak. The beauty of the Cadet and Oyster finishes, the translucent
undertones of Red Oak and the value of this “no charge” wood specie
have combined to generate a lot of designer interest.
Never short on style, uniqueness or value, Red Oak takes on a whole
new appearance with the Cadet and Oyster translucent finishes. The
look will catch your eye and stir the creative juices. Ask your Mouser
sales representative to show his Sample Front of Red Oak Cadet
and make your own assessment. We think you will be pleasantly
surprised.
New Cadet translucent finish on Princeton Red Oak
door style - the Red Oak Princeton and Ashland
doors are no longer Extended Production styles.
five
Mouser Associate Promoted to AutoCAD Team Leader
Please join the Mouser
Custom Cabinetry team in
congratulating Mike Nugent
on his recent promotion to
the position of AutoCAD
Team Leader.
After
graduating
from
Elizabethtown Community
and Technical College’s
Computer Aided Drafting
and Design program, Mike
began his career at Mouser
Custom Cabinetry in January
of 2006 as a drawing associate in the Mouser AutoCAD
department. Mike’s initial job responsibilities included
reading and interpreting drawings, layouts and order
forms submitted by Mouser Dealerships and used
to create internal production drawings. In March of
2007, Mike began work shadowing in the Build-Up
Department to more fully understand the complex
Mouser joinery and construction methods.
Since that time Mike has gained knowledge and
experience in a varied set of job responsibilities that
included but are not limited to: creating production
drawings, creating new product prototype drawings,
maintaining all standard drawing templates,
proofreading all production drawings, maintaining
drawings for multiple Mouser Price and Specification
catalogs, working closely with all production managers,
maintaining high department efficiency and ensuring
quality measurements are met and sustained. Each
of these responsibilities has enabled Mike to embrace
even more duties and supervisory responsibilities as
the AutoCAD Team Leader.
As Mike’s professional life is expanding and moving
forward, so is his personal life. Recently, Mike, his wife
Felicia and his son Jaron welcomed Jayden, a new
baby girl. With growing responsibilities at home and
the office, Mike’s busy schedule has limited his leisure
time activities. Still, Mike finds time for his hobbies,
which include white water kayaking, motocross riding,
hiking and traveling with his family.
Mike’s knowledge of the Mouser product lines
and manufacturing processes made him the ideal
candidate for the AutoCAD Team Leader position. He
looks forward to the new challenges and opportunities
that face him in this important position. At your next
opportunity, be sure to congratulate Mike on his recent
promotion.
Visit Centra on the world-wide-web at
www.centracabinetry.com
Blending of Centra and Custom Improved
One of the great features of Centra Cabinetry is a
designer’s ability to add a maximum five cabinets from
the Mouser custom product platforms to enhance a
project. This allows a customer to receive a custom
layout without the corresponding custom price; a
very popular approach in today’s price competitive
marketplace.
match, will create a pleasing blend across all wall
cabinet bottoms in a combined Centra and Mouser
custom kitchen. For more information regarding the
latest enhancement to the Centra Cabinetry program,
contact Mouser Customer Service at 800-345-7537,
extension 5.
Previously, the combined Centra and Mouser orders
received Mouser custom wall cabinets with recessed
bottoms finished to closely match the exterior finish
of the cabinets, which was usually in stark contrast
to the MapleLam (laminate) wall bottoms of Centra
Cabinetry. In order to reduce this color difference,
the Mouser manufacturing team has developed and
implemented a new finish process for the recessed
bottoms of Mouser custom wall cabinets when they
are combined with Centra Cabinetry.
Effective immediately, all Mouser custom wall cabinet
bottoms will be Maple veneer finished clear when
designated to be combined with Centra Cabinetry.
This “no charge” improvement, although not an exact
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Bottom view of Centra cabinet (L) next to a Mouser custom cabinet (R).
New Photography Opportunities for
Each Mouser Product Platform
With the recent launch of Centra Cabinetry and a
growing need for current Mouser custom photography,
we are looking into every possible opportunity to locate
literature quality projects for our photo library. As we
review submissions from dealers and designers, we
continually seek the appropriate design ideas, style
selections, lighting effect and photography quality for
inclusion in upcoming literature pieces designed to
promote the Centra, CornerStone, StoneHearth and
Prizma EuroStyle product platforms.
Since studio photography is not cost effective for shooting
the range and quantity of product shots desired, Mouser
uses actual kitchen, bath and other room installations
to generate the photography required to support our
literature, advertising and P.R. needs. Our library of
product shots is based on photographs provided by
Mouser dealers and designers. Because each cabinetry
installation is unique, and no two photographers shoot
exactly the same, each project image will have its own
distinct look and feel.
As we seek to portray the true quality, beauty and style
of Centra, CornerStone, StoneHearth and Prizma in
our marketing collaterals, we need photography that
emphasizes the very best features of our cabinetry.
Custom Product Update
The Princeton and Ashland styles in Red Oak are no
longer Extended Production selections in CornerStone
or StoneHearth cabinetry. Effective immediately, you
may purchase these two door styles in Red Oak and
receive our normal custom delivery lead time of 5 – 7
weeks.
This is where you, our talented Mouser dealers and
designers, are able to help us in our search for fresh,
attractive product shots.
When you create a kitchen, a bath, cabinetry for another
room, or a showroom display, and you feel the design
is outstanding and worthy of publication, take a few
minutes and generate digital photographs of the project.
Upon completion, identify the images and forward them
for consideration to Jeff Ramsey, Creative Marketing
Coordinator,
at
jramsey@mousercc.com.
Each
submission will be carefully reviewed for professional
photography consideration. Sometimes this review
process takes time as each image is assessed and the
styles, finishes, design elements and camera angles are
all thoroughly reviewed to determine the most suitable
projects to pursue.
In addition to the project review and evaluation process,
there is another, much faster means to gaining design
recognition and having your outstanding work accepted
for publication. Submit any Mouser or Centra project
that has been professionally photographed and you will
be contacted to discuss the procedures and options for
inclusion in our current photo library.
Prizma EuroStyle
Cabinetry Update
Mouser Custom Cabinetry will no longer offer Prizma
Base 4-Drawer Stack Split cabinets over 39” wide. The
performance level of this drawer unit at widths beyond
39” does not meet Mouser Custom Cabinetry’s quality
standards.
Product Training Seminar: October 24th - 26th, 2011
October 2011 is shaping up to be an exciting time at
Mouser Custom Cabinetry. We have a 2-1/2 day Product
Training Class scheduled for October 24th, 25th & 26th,
and the training staff will be covering a wide range of
new product information. With the introduction of the
CENTRA semi-custom product line, there are plenty of
new product specifications, style selections and design
details to present during the training seminar. Add the
new custom items available, the ability to combine
custom cabinets with CENTRA Cabinetry and an
improved electronic ordering system, and the subject
matter grows.
Enrollment information was sent on August 15 and
on September 12, 2011. The registration fee remains
$449.00 per person for the 2-1/2 day training seminar. A
Bonus Horizon training class will be held on Wednesday,
October 26th from 12:45 to 3:30 for an additional fee of
$39.00 per person. The Horizon class size is limited to
eight students and the participants, who are selected on
a first-come, first-served basis, will have boxed lunches
provided.
The registration fee covers three nights lodging, two
catered lunches, two catered dinners, class materials,
snacks and beverages. The Horizon training fee covers
class material and a boxed lunch. Fees may be forwarded
with the registration forms, or Mouser Custom Cabinetry
will invoice your dealership approximately four weeks
prior to the training class.
If you have any questions regarding enrollment in this
October training event, the class prerequisites, registration
fees, or class payment requirements, please contact
Peggy LaGray, Mouser Custom Cabinetry’s Marketing
Coordinator, at 800-345-7537, extension 298.
seven
Effective: October 1, 2011
Cancels: July 1, 2011
Please forward to all Sales, Design and Purchasing Staff
Standard Production Door Styles...6 - 7 weeks
Extended Production Door Styles:................ Up to 8 weeks
Amherst, Belmont, Elite, Franklin, Marina, Monaco, Saratoga, Venice,
Wellington, Open and Closed Louver, and Madison style drawer fronts.
Ashland and Princeton in Red Oak. Churchill and Gentry in Red Oak, Select
Alder, and Pine. Harbor in Red Oak. Bamboo Specie door styles with the
exception of Geneva and Antigua.
Editor/Publisher/Art & Design
All Curved Doors, Curved Frames, Curved Crown Mouldings,
Jeff Ramsey
Mitered Doors in Pine, and orders with Cherry or Maple Decorative
wood carvings . .....................................................................up to 9 weeks
Feature Articles:
Steve Pfister, Jeff Ramsey,
Peggy LaGray &
Kim Breeding, AKBD
webinquiry@mousercc.com
Mouser Custom Cabinetry will be closed for:
Thanksgiving: November 24th and November 25th
Christmas & New Years Holidays: December 26th thru December 30th
Please keep in mind:
•The Shipping Schedule is based upon Mouser’s receipt of a ready-to-process order.
•Order Release Notices not returned within the required time or returned with extensive changes will have additional time added to the shipping schedule.
•Orders requiring several hours of technical review and/or additional custom quote pricing will have additional time added.
•The complexity of the order and the space available in our production schedule determines the lead-time assigned to each order.
• Posted shipping schedule excludes holidays and shutdowns.
Expedite Services Available (Days shown are plus shipping time)
14-Day Finish-up Service
14-day Finish-up service may be requested for small orders such as appliance panels,
wainscot panels, or additional cabinetry being added to an existing job, based on our current
production capacity and the complexity of the order. Orders containing complex items that
require production drawings, items that must be worked out by our Custom Quote
Department, labor intensive items, or items with extended production lead-times do
not qualify for this finish-up service. 14-day Finish-up orders will not be held for an Order
Release Notice, as they must be sent immediately to Production. To receive this service,
you must write 14-day Finish-up in the requested ship week area of the order form. We will
determine if we can meet the request and acknowledge accordingly.
7-Day Finish-up Service
7-day Finish-up service may be requested for items that are simple to produce, completely
manufactured by Mouser Custom Cabinetry and were listed on the original order in the
incorrect size or quantity. Complex items or multiple pieces will require the 14-day finish
up service. Please reference the original work order number when applicable to allow us to
verify items ordered are correct when replacing existing items. Some items do not qualify for
this 7-day Finish-up service due to extended lead-times required for those items. The 7-day
Finish-up Service is not available when mouldings, appliance panels, or wainscot panels
were not ordered and produced with the original order.
48-Hour Quick Ship Service
48-hour Quick Ship Service is available for non-manufactured items we stock, such as care
kits, door and drawer pulls, drawer slides, sample fronts, color blocks, unfinished wood
knobs, etc. Please understand that temporary supply outages due to abnormal demand will
adversely affect our ability to ship your item within 48 hours.
When requesting orders with any of our expedite lead times, if items ordered require different
lead-times, we will assign all items the lead time of the item(s) with the longest schedule.
If you wish to receive the items at different times, please use separate order forms for the
various items and specify the specific lead times you require on each order. Requests made
to separate orders after we have acknowledged them cannot be honored.