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door+accessThe Newsmagazine of the Door & Access Systems Industry

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Laboring over prices?

How to keep your “A” players

New numbers for the garage

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How many garage door dealers are in the United States?Trade show tax deductionsThe major company changes

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SEISMIC SHIFT IN COMMUNICATION Facebook groups are shaking up the garage door industry

Spring 2020 | $10.00 US

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The Newsmagazine of the Door & Access Systems Industry

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HOW THE CORONAVIRUS HURT THE DOOR AND ACCESS INDUSTRY

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The Newsmagazine of the Door & Access Systems Industry

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Ownership/MissionDoor + Access Systems newsmagazine is a quarterly, non-subscription periodical published by the Door & Access Systems Manufacturers Association (DASMA), the association of companies engaged in the manufacture of commercial and residential garage doors, rolling doors, high performance doors, door and gate operators, remote controls, and related products. The magazine’s purpose is to increase the level of knowledge and professionalism within this industry by providing timely news and feature stories.

CirculationThe magazine is mailed to more than 20,000 professionals in this industry. More than 90% of our readers are dealers who sell, service, and install door and access systems products. These dealers are located in all 50 U.S. states and throughout Canada.

Editorial ContentDoor + Access Systems welcomes press releases and photos of product, personnel, and company news for our industry. See our Press Release Guidelines at www.DoorandAccessSystems.com.

Our editorial content includes the latest news, trends, and tips related to the door and access systems industry. We welcome your editorial ideas and articles. We will pay $250 for every full-page article submitted by a member of the door and access systems industry (after it is published).

Ad ProductionArt materials are accepted as a print-ready pdf or InDesign files. Ad production requested by advertiser will be billed at cost. Macintosh files are preferred. Digital files may be uploaded directly to the printer’s FTP site at https://spaces.hightail.com/uplink/AGSCG to the attention of Mike Maria. Another option is to email a print-ready, high- resolution pdf (300 dpi or greater) to the advertising manager at ann@CunninghamBaron.com.

“D+AS IS THE HIGHEST

QUALITY MAGAZINE

IN OUR INDUSTRY

AND HAS THE MOST

RELEVANT ARTICLES.”

– MINNESOTA DOOR DEALER

Note: Unless new ad material is provided, your ad will be picked up from the latest issue of Door + Access Systems.

Advertising ContentNo advertisement that contains price information will be accepted. The editor and publisher reserve the right to reject any advertising material that does not uphold the dignity of this professional journal or the industry it represents. Advertising that simulates editorial content must carry the word “Advertisement” in 8 pt. or larger type.

Trim Size and BleedMagazine trim size is 8-1/2" x 11", perfect bound. Bleed size is 8-3/4" x 11-1/4". Live matter not intended to bleed off trimmed page should be confined to 1/8" from trimmed edge. Bleeds allow 1/8" excess on all sides. Bleeds are free.

InsertsInserts are available only to DASMA members and are accepted in 2-page multiples at the following rates.

2-Page InsertYou Print……. $3,155We Print……... $4,5504-Page InsertYou Print......... $3,700We Print.......... $6,0756-Page InsertYou Print......... $4,370We Print.......... $7,6808-Page InsertYou Print......... $5,135We Print.......... $9,500

door+accesssystems

2021

Cimmino

continued on page 44

HERE’S WHAT’S HAPPENING

There’s a new go-to source for technical

information in our industry, and you might

be surprised to learn what it is. It’s

not an industry trade association

or a notable manufacturer; it’s thousands of

collective members on a social media platform.

In the past five years, several Facebook

groups have emerged dedicated to technicians

and installers in the garage door industry.

John Longest, creator of the Garage

Door Installers of North

America (GDINA), was the first to

form a Facebook group dedicated to garage

door installers.

“I searched Facebook for a long time

looking for groups affiliated with garage doors,

but found none,” he told us. “Out of necessity,

I started one on Jan. 31, 2015, and added my

co-workers.”

The steadily growing number of garage

door-related Facebook groups and members

and their overall posting activity is creating

a powerful shift in communication. It’s

transforming how the community broadcasts

and receives information.

As more and more door techs, installers,

and industry players join, it raises the question,

Who is dominating communication in the

garage door industry?

This article examines the emergence

of these newly formed and heavily used

communication sources. It also

explores the benefits and

potential drawbacks and

the actions manufacturers

should take—if they aren’t

responding already.

HOW IT STARTED

Big groups, big numbers

In five years, Garage Door Installers of North

America has attracted over 5,000 members

and now averages 450 posts a month and

18 posts a day. Longest began working for

Genson Overhead Door in Locke, N.Y., 24

years ago.

Since the inception of GDINA, several

additional Facebook groups have been

formed, and they report equally impressive

membership numbers and/or posting activity.

Ronnie Vinson, a contractor for Elite

Garage Door based in Atlanta, Ga., created

the Facebook group Garage Door Techs

(GDT) on Oct. 17, 2015. “I noticed there were

groups for plumbers, electricians, heating, air,

etc., so I created GDT. I wanted door techs to

be recognized for their skill and craftsmanship

like any other trade.”

GDT has now nearly 5,000 members,

averages over 1,000 posts a month, and over

20 posts a day. (See “The Core Four” sidebar

for additional groups and stats.)

In comparison, the International Door

Association (IDA), formed 25 years ago, has

about 2,000 members and communicates

through four main channels: its website,

bimonthly magazine, annual seminars, and

annual Expo trade show event.

THE POSITIVE ASPECTS

Common bond

Even though these Facebook groups are

relatively new, their power and influence

is impossible to ignore. What makes them

so popular?

Whether posting about a technical issue,

showing off an impressive installation job, or

uploading a picture of a bloody severed finger,

members can immediately communicate to

one another on a variety of topics and know

the audience can relate.

Vinson said, “I’ve seen techs join the

group to show off their skills, to share

techniques and the tools they use, and to

connect with other techs in the industry.”

In addition to the core groups like GDINA

and GDT, several subgroups have been

formed. These subgroups are even more

targeted; they are designed for very specific

content such as hiring techs, selling tools, and

promoting products.

Strength in numbers

In the past, if you needed tech support, waiting

on hold was your only option. This type of

traditional tech support would give you access to

one person.

By Vicki Jones, Editor

Editor, Door + Access Systems Newsmagazine

SEISMIC SHIFT IN COMMUNICATION Facebook groups are shaking up

the garage door industry

HeadLines Today’s Top News Stories

A GDT member posting about a serious hand injury

caused by a winding bar.

THE CORE FOUR

Garage Door-Related Social Media Groups

This article focuses on four popular Facebook groups: Garage Door Installers of North America, Garage

Door Techs, Garage Door Techs United, and the Garage Door Tech Deplorables. All four have different

objectives, rules, and audiences. Below is a quick synopsis of each group.

Name of groupDate created

Number of

members Number of posts

for Dec. 15, 2019

Number of posts for

Nov. 15 - Dec. 15, 2019

Garage Door Installers of North

America

Jan. 31, 20155,089

6

459

Garage Door Techs Oct. 17, 2015

4,78112

1,388

Garage Door Techs UnitedMar. 20, 2017

1,6593

200

Garage Door Tech Deplorables June 16, 20172,663

1144,052

Data collected on Dec. 15, 2019. Source: Facebook

43

Door + Access Systems | Spring 2020

42 Door + Access Systems | Spring 2020

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continued on page 34

The door and access systems industry

has been radically hurt by the new

coronavirus pandemic that hit the

United States in early 2020. Thanks

to a new D+AS nationwide dealer survey*,

we now know how badly our companies

were initially affected and how they are

responding and adapting to the outbreak of the

COVID-19 virus.

By April 20, 2020, all 50 states were under

a disaster declaration for the first time in U.S.

history. Shelter-in-place quarantines were the

nationwide norm, schools were transformed

into distance learning centers, and all “non-

essential” businesses were expected to shut

down until further notice.

The “essential” gray area

Businesses within the garage door and

access systems industry were categorized as

“Essential Critical Infrastructure Workforce,”

according to the U.S. Department of Homeland

Security’s Cybersecurity & Infrastructure

Security Agency.

Once they were deemed “essential” by

federal and state governments, most garage

door and access dealers, distributors, and

manufacturers were allowed to, and opted to,

stay open. How was business for the companies that

stayed open? Our nationwide survey of door and

gate dealers provides some answers.

How business was hurt Our survey revealed that many companies had

an immediate decline in business in the initial

weeks of the coronavirus crisis.

45% of survey

respondents reported

that their sales had

decreased more than

20% in March. Only

12% of dealers reported an

increase in sales. However,

data that will be gathered during April and May

might reveal drastically different numbers.

Jeff Renne of Raynor Door Authority of

Sauk Valley in Dixon, Ill., has been running

a door dealership for 36 years, and his

company felt the effects as soon as the shelter-

in-place began.

Renne said, “Telephone calls have dropped

off, and people are apprehensive. Plus, as

stocks tumble, people are reluctant to make big

purchases like buying a new garage door.”

56% indicated (as of mid-April)

that their company is operating

with usual business hours,

39% had adjusted office

hours, and 5% reported

that they had to close

temporarily due to the

restrictions in place during

the coronavirus outbreak.

Layoffs: The last resort 0% of dealer respondents had permanently

closed by mid-April. However, the survey was

circulated via email, so if a company had closed,

they might have been unable to respond. This

would obviously skew these results.

3% of dealers who responded to our poll had

implemented layoffs or temporary closed their

doors as of April 2020.

One dealer said, “I laid off half of my

technicians,” while another reported that the

company “reduced staff by one-third by the end

of March.” Other dealers were able to minimize

expenses and “tread water” by adjusting office

hours and staggering employee schedules.

Embracing technology40% of dealers reported that they implemented

or increased online transactions/sales to date

during the coronavirus

crisis. 69% of our

survey respondents

revealed that email

communication was the

online business tool they

used the most during this time. Social media

(38%) and website communications (35%)

were the second and third most used.

Other online tools that saw an increased

use by dealers included Zoom meetings,

instant messaging, Facetime, texting and

sending photos via cell phone, and online

credit card processing.

Keeping employees safe

Many dealers adopted various strategies to

keep their employees safe from the virus. A

few dealers reported that an employee had

been diagnosed with COVID-19.

3% of survey respondents indicated that a

member of their company had tested positive

for COVID-19, and another 4% reported that

an employee had symptoms but had not yet

been tested. 100% of

respondents

implemented

new or additional hygiene or

prevention

measures during

the crisis. The top

three new procedures used were:

1) Social distancing (97%)

2) Using hand sanitizers on jobsites (86%)

3) Closing the store/showroom floor to

customer traffic (56%)

Survival tactics We asked dealers to share their most beneficial

tactics for dealing with the crisis. Our survey

respondents shared many valuable takeaways.

Here is our list of the top seven ideas.

• Remind customers that you’re open!

• Take daily temperatures of staff.

• Offer online sales transactions.

• Promote contact-free service to customers.

• Give employees the opportunity to work

from home.

• Use time to catch up, clean shop, organize,

and prepare.

• Boost your online presence on social media.

Procedures worth keeping

We asked dealers, “What changes have you

implemented that will likely continue to be

used after the crisis is over?”

26% of respondents

answered “none.” One dealer

wrote, “None of them!

When this is over, we

will do what we’ve

always done.” Other dealers reported

that they will continue to use

some of the new procedures.

24% will keep the increased cleaning policies

such as hand sanitizing, wiping down surfaces,

etc., and 24% will maintain social distancing.

Several others indicated that their new

strategy of accepting online payments will

continue. Others said that telecommuting and

electronic communications will persist into the

post-pandemic period.

Manufacturer response Manufacturers and distribution companies

were not included in our survey, but several

of them openly shared their new procedures.

We monitored more than 20 of these firms, and

most of them were clearly affected by

the pandemic, changing operations in

various ways. Most of the manufacturers that we observed

remained open and continued operating

with a normal production schedule. Some

manufacturers communicated updates on

websites, posted updates on social media sites,

and distributed regular email notifications to

keep their dealers and suppliers informed.

Many discontinued business travel,

implemented work-from-home policies, and

reduced personal interactions with external

supplier and customers. For example, Clopay

continued manufacturing while conducting

temperature scans, social distancing, frequent

deep-cleaning of work and common spaces,

and providing sanitizer and disinfectant

throughout facilities.

Temporary halt in production

The newsletter of California-based DoorKing

announced a temporary halt in manufacturing

as of March 23. It also stated that all

HOW THE CORONAVIRUS HURT THE DOOR AND

ACCESS INDUSTRYNational survey reveals effects

and survival tactics By Vicki Jones, Editor

*Door + Access Systems Newsmagazine distributed a 10-question survey about the

effects of the coronavirus crisis on dealers in our industry. The online survey was

conducted April 10-20, 2020. Email invitations were sent to 2,792 garage door and gate

dealers throughout the United States and Canada. A total of 237 dealers (9%) responded.

45%

56%

69%

26%

Social distancing (97%)

Using hand sanitizers on jobsites (86%)

Closed the store/showroom floor to customer traffic (56%)

0 10 20 30 40 50 60 70 80 90 100

The top three new procedures used to

keep employees and customers safe

40%

100%

HeadLines Today’s Top News Stories

33Door + Access Systems | Summer 2020

32 Door + Access Systems | Summer 2020

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MAGAZINE IN THE

DOOR BUSINESS.

IT’S INFORMATIVE

AND IMPARTIAL.” - ONTARIO (CANADA) DOOR DEALER

Editorial InquiriesVicki Jones Editor925-890-4945 vicki@vjonesmedia.com

Advertising Inquiries Ann Marie CunninghamAdvertising Manager 216-579-6100 ext. 1216-579-6102 Faxann@cunninghambaron.com

Contact Information

IssueMaterial Deadline

Mailing Date

Spring Feb. 15 Mar. 30

Summer May 14 July 2

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2021 Dates and Deadlines

Mailing Address1300 Sumner AvenueCleveland, OH 44115-2851216-241-7333dasma@dasma.com

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Inside Front Cover

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Trimming to81/2" x 11"

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2021 Editorial Calendar,

Deadlines, Contacts

Editorial Offices

Vicki Jones, Editor P.O. Box 306Brentwood, CA 94513 925-890-4945 vicki@vjonesmedia.com

* Since Door + Access Systems is a newsmagazine, the topics of editorial emphasis may change without notice. This allows the magazine to focus on late-breaking topics of interest to our readers.

Advertising Sales

Cunningham Baron LLC Ann Marie Cunningham1900 Superior Ave., Ste. #304Cleveland, OH 44114216-579-6100 ext. 1 216-579-6102 Fax ann@cunninghambaron.com

DASMA • 1300 Sumner Avenue • Cleveland, OH 44115 • 216-241-7333 • www.dasma.com

Spring ’21 Summer ‘21 Fall ‘21 Winter ’21

Due Date for Space Reservations Feb. 15, 2021 May 14, 2021 Aug. 13, 2021 Nov. 15, 2021

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Issue Date Mar. 30, 2021 July 2, 2021 Oct. 2, 2021 Jan. 3, 2022

Editorial Emphasis*

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This agreement authorizes DOOR + ACCESS SYSTEMS to print a ________________________________________ [submit a size—see chart above] advertisement in the following issues for 2021: Spring Summer Fall Winter. [check all that apply] [your company] agrees to pay $_______________ per insertion [submit a rate—see chart]. (Note: If you fill in the incorrect amount, you will be billed the correct rate.)

Check here if you wish this contract to renew each year automatically at the rates in effect for subsequent years.• All advertisers must abide by the specifications and terms listed on the current DOOR + ACCESS SYSTEMS rate card.• The publisher must have on file a signed contract from the advertiser prior to publication.• Payment for advertising must be received within 30 days of date of invoice. Late payments will be charged a penalty of two percent (2%) per

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Bill our company at the above address. Bill our ad agency at the following address:

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Please return this contract to: DOOR + ACCESS SYSTEMS c/o Cunningham Baron, 1900 Superior Avenue, Suite 304, Cleveland, OH 44114 or Fax: 216-579-6102 or email ann@CunninghamBaron.com

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This agreement authorizes DOOR + ACCESS SYSTEMS to print a ________________________________________ [submit a size—see chart above] advertisement in the following issues for 2021: Spring Summer Fall Winter. [check all that apply] [your company] agrees to pay $_______________ per insertion [submit a rate—see chart]. (Note: If you fill in the incorrect amount, you will be billed the correct rate.)

Check here if you wish this contract to renew each year automatically at the rates in effect for subsequent years.• All advertisers must abide by the specifications and terms listed on the current DOOR + ACCESS SYSTEMS rate card.• The publisher must have on file a signed contract from the advertiser prior to publication.• Payment for advertising must be received within 30 days of date of invoice. Late payments will be charged a penalty of two percent (2%) per

month or fraction thereof, in addition to any collection charges.• Digital advertising material must be provided to DOOR + ACCESS SYSTEMS prior to deadline.• If DOOR + ACCESS SYSTEMS provides any production or changes in artwork at the request of the advertiser, charges for same will be

billed to the advertiser.• Unearned frequency charges will be charged back to the advertiser.• The publisher reserves the right to approve all advertisements; however, the publisher does not assume any responsibility for advertisement

content.• The additional terms and conditions set forth on the attached Liability page are incorporated herein by reference.

Advertiser___________________________________________________________________________________________________

Address_____________________________________________________________________________________________________

City_____________________________________________State__________________________ZIP__________________________

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Date submitted_________________________Authorized by___________________________________________________________

Bill our company at the above address. Bill our ad agency at the following address:

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Please return this contract to: DOOR + ACCESS SYSTEMS c/o Cunningham Baron, 1900 Superior Avenue, Suite 304, Cleveland, OH 44114 or Fax: 216-579-6102 or email ann@CunninghamBaron.com

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door+accesssystems

LIABILITY

The publisher reserves the right to refuse copy deemed inappropriate to the policies and standards of the Door & Access Systems Manufacturers Association, International (DASMA).

The publisher reserves the right to hold advertisers and/or their advertising agencies jointly and severally liable for money due and payable to the publisher.

The advertiser and agency agree to indemnify, defend, and save harmless the publisher from any and all liability for content of advertisements printed (including text, illustrations, representations, sketches, maps, trademarks, labels, or other copyrighted matter), or the unauthorized use of any person’s name or photograph, arising from the publisher’s reproduction and publication of such advertisements pursuant to the advertiser’s or agency’s order. The publisher reserves the right to reject, discontinue, or omit any advertising or any part thereof, but this right does not imply that publisher has reviewed or assumes any responsibility for advertisement content, and publisher does not assume any such responsibility. This right, and the above indemnity, shall not be deemed to have been waived by acceptance or actual use of any advertising matter.

The publisher reserves the right to cancel this contract at any time upon default by the advertiser and/or its agency in the payment of bills or in the event of any other substantial breach of this contract. Upon such cancellation, charges for all advertising published and all other charges payable under this contract shall become immediately due and payable by the advertiser and its agency upon rendition of bills therefor.

If the advertiser and/or its agency defaults in the payment of bills, or if in the judgment of the publisher its credit becomes impaired, the publisher shall have the right to require payment for further advertising under this contract upon such terms as the publisher may see fit.

If the publisher is unable to set any advertisement in the type or style requested, it may set such advertisement in such other type or style as in the publisher’s opinion most nearly corresponds thereto, and the advertisement may be inserted without submission or proof.

Where cuts, electrotypes, or material furnished by the advertiser or its agency occupy more space than specified in the contract or insertion order, the publisher should immediately communicate with the advertiser or its agency for definite instructions. If the publisher is unable to secure definite instructions, the advertisement shall be omitted.

Failure by the publisher to insert an advertisement in any particular issue or issues invalidates the order for insertion in the missed issue, but shall not constitute a breach of contract.

Unless otherwise stipulated, the publisher shall have the right to omit any advertisement when the space allotted to advertising in the issue for which such advertisement is ordered has all been taken, and also to limit the amount of space an advertiser may use in any one issue.

A waiver by either party hereto of any default or breach by the other party shall not be considered as a waiver of any subsequent default or breach of the same or any other provisions hereof.

door+accesssystems