Michael Tracey, President of Yale Residential, says the company has redefined its business model in recent years to focus on the builder. “I am pleased to announce that 2005 will mark the emergence of ‘The New Yale’ where we will prove that we are the only lock company focused on the true needs of the builder,” he says.  

Yale Residential used the IBS show, held at the Orlando Convention Center from January 13 to 16, for the worldwide launch of Yale’s new look and brand image. The bold and exciting new graphics and modern circular logo made the booth stand out in a sea of vendors.  

Two brand representatives from Assa Abloy, Yale Product Manager Bruce Chisholm and Group Brand Manager Roy Webster, made a special trip to see the new branding efforts headed by Mary Moss, Marketing Director at Yale Residential.  

As well as its new look, Yale had lots of new products and programs to share with customers and prospects. Mark Fish, Vice President for Sales at Yale Residential, says, “We had a story to tell this year, so we needed to create excitement even before the show started.” said.  

A postcard mail-out to builders two weeks before the show promoted the “Favorite Lock” theme and offered sweepstakes with exciting prizes such as a plasma television and American Express gift certificates.  

The goal was to make an impression on everyone who visited the booth, and all visitors walked away with something to remind them of Yale. “We gave away 3500 Yale-logo show bags filled with premium Yale-branded items,” Fish tells keyPoint.  

More importantly, Yale sales directors and executives got one-on-one time with customers and prospects to tell them first-hand about new products launches, such as the completely overhauled Design Elements from Yale and Yale’s new finish introductions; the upcoming national rollout of a next-day Quick Ship program; and the new facility in Mexico that will ensure better quality and service.  

This was the most successful show Yale Residential has had to date: the sweepstakes were a huge hit, with more than 2000 entries. In addition, the company scanned in 1100 contact cards – thanks in part to the real-time customer scanner program, Yale was able to send out follow-up literature packs within hours of people entering the booth. Yale sales representatives plan to follow up each contact personally over the next few weeks.  

Michael Tracy says, “We are going to take the momentum we created at the show and continue to establish our company as ‘The Builder’s Favorite Lock’ in 2005.” 

John Shoen, from Shoen Builders, was the winner of the 42-inch plasma TV in the Yale sweepstakes at the IBS event this year. John, vice president of Shoen Builders, a custom home builder from Perrysburg, Ohio, is pictured here with Pat Partridge, director of Sales for the Northeastern US.  

After calling into the the Yale Booth at Orlando to enter the sweepstakes, John was also introduced to the Yale product lines by our experienced lock experts.  

“I had never won anything in my life!”, he told keyPoint. “I initially went to the Yale booth only to sign up for the sweepstakes, but I was immediately impressed with the product lines that Yale was showing. After seeing them first-hand, I am making Yale my choice from now on.”