DRAMM Celebrating 75 Years of Design and Manufacturing of Quality Watering Tools

Arett Outlook March 2016

Dramm Corporation has been a leader in watering tools and accessories for 75 years. Imagine it all started with a man named John G. Dramm and his invention that revolutionized the way greenhouses; nurseries and gardeners water their plants.

In 1941, John G. Dramm produced cut flowers for his florist shop in Manitowoc, Wisconsin. Johnny, as everyone knew him, always had a passion and a gift for invention. In order to water greenhouse crops quickly, Johnny saw the need for a nozzle to apply very large quantities of water in a soft stream. Thus, he designed the 400 Water Breaker, which applied water with no damage to plants. This nozzle is the standard of commercial growers worldwide.

The company developed from a “basement operation” to a 70,000 sq. ft. facility, employing over 50 people.

News quickly spread about this innovative watering tool and requests for the new nozzle were received. Johnny continued to work in his floral shop during the day and constructed the 400 Water Breaker® orders at night. As the business began expanding, tragedy struck. John G. Dramm passed away suddenly in 1951 at age 47. He was survived by his wife, Perdita, and two sons ages 12 and 18.

His family had no Social Security benefits and now struggled to keep the business going. Subcontracting the parts and assembly, Perdita packed the orders, attended to all of the paperwork and, using her lunch hours while she worked as a school librarian, drove to the post office and mailed out the shipments. Taking no salary from the Dramm Company, Perdita used the modest profits to put her two sons through college.

After the two boys went to college they continued the tradition of contributing to the growth of the family business. By the late 1950s and into the early 1960s, John Peter, the older son, started working out of his own basement. He eventually rented a small factory and gave it the name Dramm Manufacturing Company. Like his father, he had a natural interest and talent for invention. He evolved into a self-taught engineer, designing specialized equipment for Dramm products.

In 1967, younger brother Kurt William, the born salesman of the family, purchased The Dramm Company from his mother, Perdita. Although there were two companies, being a close family, they operated as one entity. In 1978, at an early age of 45, John P. Dramm passed away and the two companies became one under the name Dramm Corporation.

While the original products were designed for the professionals working in greenhouses and nurseries, requests from the public were building. The avid home gardener wanted to use the same watering tools the “pros” were using. And the “pros” were all using Dramm.

The company continued to grow in the retail industry by expanding into a full line of Rain Wands, sprinklers, and watering tools accessories. In the 1990’s, Dramm Corporation revolutionized watering tools by introducing color into the full line of Rain Wands, sprinklers, and watering tools with six rainbow colors: red, orange, yellow, green, blue, and berry. Now gardeners could choose a color to fit each individual’s personality and it would not get lost in the lawn. Since then, competitors have often copied but have never matched the complete style, color, and quality of Dramm’s products.

In July of 2013, Kurt and Marlene Dramm announced the completed ownership transfer to the their son Hans Dramm and daughter Heidi Dramm Becker. Hans Dramm is the Chief Executive Officer and Chief Financial Officer. Heidi Dramm Becker is Executive Vice President and appears in many of Dramm’s TV commercials and lifestyle photos.

Family involvement has been an integral part of the growth and success of the company and is still a vital ingredient today. Hans Dramm’s daughter and Heidi Dramm Becker’s children also appear in TV commercials and lifestyle photos. Kurt Becker, son-in-law, is the Executive Vice President and the Director or Commercial Sales and Marketing. Kurt Dramm is still active with the company as the Chairman Emeritus.

Today, Dramm continues to provide quality, durable, and professional watering tools, accessories, and natural fertilizers to nurseries, greenhouses, and avid gardeners nationwide. Dramm strives to produce products that save time and energy while providing quality products that will last a lifetime.

Order Now Using Program Number: D40E2

H. D. Hudson Manufacturing Company Celebrates 110 Years

Arett Outlook March 2016

The fact that the H. D. Hudson Manufacturing Company can trace its roots back to 1905 is an impressive achievement by any measure. For over a century, the enduring legacy of H.D. Hudson has been a family-owned company with an established worldwide reputation for quality and service.

Creating the broadest range of high quality spraying products for nearly a century.

At the turn of the century American farmers found themselves in need of new types of equipment to feed and house livestock. Hudson® responded with sprayers, dusters, and water systems in their 1917 catalog.

As time passed, the demand for sprayers among the nation’s homeowners increased. New and innovative uses for sprayers emerged in areas that Hudson® is still a leader in today including: rust prevention, degreasing, curing cement, cleaning and disinfecting, and mildew proofing. For home, lawn, and garden, customers rely on Hudson® sprayers to protect against insects, weeds, and plant diseases. The company also makes life easier with sprayers for wood deck maintenance, removing wallpaper, mildew control, and many other applications.

Concrete contractors, janitorial, and sanitation maintenance workers, as well as pest control operators turn to Hudson® Professional Division sprayers and accessories. Hudson® has long been the choice for professional grade compression sprayers, hand sprayers, hose, guns, drum pump sprayers, and Bak-Pak® sprayers. Today Hudson® is recognized as the “Sign Of The Best Buy” in the sprayer category.


For decades Hudson® has been the global leader in product innovation. Through a disciplined approach to product intelligence, user trends forecasting, and research and development, Hudson® operates a global product development organization that delivers patented innovative features that are unique to Hudson® and preferred by users around the world. Over the years Hudson® has pioneered advances in sprayer features and technology, amassing numerous sprayer patents.

Worldwide reputation for trouble-free performance.

Hudson® sprayers offer best in class craftsmanship. All sprayers are quality tested and assured with rigorous testing and every production run is audited with functionality tests before shipment. The Hudson® team calls this process their 6-Step Quality Assurance Pledge. Everything from design and engineering performance to freight tests that ensure damage-free transport of goods are performed to ensure high quality Hudson® products reach the customer.

How You Spray Does Make a Difference™

Hudson’s advertising team has been an authority in the industry since the early 1900’s and creates some of the most innovative package designs that are crafted to sell. Year after year Hudson® demonstrates its superior level of merchandising skill by consistently winning awards and garnering national acclaim for innovative packaging. Placing emphasis on visuals of key product features to communicate effectively is the hallmark of the Hudson® brand.

Saving Lives For Over 80 Years.

The experience Hudson® has gained producing the best sprayers for agriculture and professional applications simply means the company has more knowledge about how to build better performing sprayers than anyone in the industry.

Hudson® has used this knowledge to become the leader in worldwide efforts to improve community health through Disease Vector Control initiatives for over 80 years. As an advocate for public health programs that remove the threat to human life, Hudson® designs sprayers engineered and built to meet precise and standardized application procedures. The Hudson® X-Pert® brand sprayer is used in residual pesticide applications for control of Malaria, Chagas Disease, Dengue Fever, and Yellow Fever – saving lives around the world.

The World Standard of Value.

Hudson® knows and understands the demands and needs of sprayer users in various markets such as lawn and garden, industrial, agriculture, pest control, turf care, and public health. Hudson® assimilates this knowledge to bring its customers the broadest range of high quality spraying products under assorted price points that meet or exceed the needs of its domestic and international partners. Coupled with integrated technology, supply chain strategies and unparalleled global customer service, Hudson® delivers the best overall product along with value added services and programming.

Order Now Using Program Number: H35E1

In-Store Selling Techniques

Arett Outlook February 2016

How to convert shoppers into buyers

Getting consumers into your store is only the half the battle. Once the consumer enter

s your store, it’s your job to convert them into buyers. There are hundreds of techniques to ensure a good customer experience; however focusing on just a few will go a long way.

Sales Team Scheduling

Making sure that you have enough staff available to serve your customers sounds simple enough, however, retailers continue to fall short. Pay close attention to your store traffic patterns and ensure that you are fully equipped to support your customers. If you see an increase in store traffic during normal lunch hours, have your employees take an early or late lunch so as not to miss any opportunity. In certain situations, being overstaffed can be equally as frustrating to customers as being understaffed. Matching your staffs schedules to traffic volume will help improve your chances of converting shoppers into buyers.

Greeting the Customer:

First impressions can make or break any relationship – and this holds especially true in the retail world. Whether this is a customers first visit to your store or their one hundredth, the initial feeling they experience will dictate the rest of the shopping experience. At the very least, you should always have an employee standing at the entrance of your store greeting your customers as they come in. An employee dressed in the retailers uniform, a name tag, a smile and a simple greeting is as easy as it gets and goes a long way. Now that your customer is feeling good about their visit to your store, make sure that all of your employees exude the necessary traits to continue the superior customer experience*:

  • Confidence: Eye contact, a firm hand shake and the ability to strike up a conversation with strangers is absolutely essential.
  • Proactive: A sales associate should always be one step ahead of the customer to gauge when someone needs help. Don’t wait for the problem to arise. Provide the answer before the customer even knows what they’re looking for.
  • Patience: Customers are all different – some are nice, others are mean. Some are relaxed, others are in a hurry. The patience to deal with all types of customers is vital.
  • Articulate and Knowledgeable: Sales associates must be able to communicate with the customers and have the ability to provide information when asked. If they don’t know the answer, they should go find someone who does right away.
  • Respectful: The customer might not always be right, but it’s the sales associate’s job to make them feel that way. Customers must be treated with respect, even in the most challenging situations.
  • Flexibility: When dealing with the public, things can go wrong. You have to be flexible enough to roll with the punches and think outside the box sometimes.
  • Innate Friendliness: Sales associates should be naturally friendly, it should not be an effort.
  • Ability to Multitask: There will always be several jobs that need to be done at once. Sales associates need to be able to support multiple customers and complete their store duties all while remaining calm, confident and friendly.

How to communicate with customers?

The worst possible question that you can ask your customer is “Can I help you?” In almost every situation, the answer will be “No, I’m just looking”. When communicating with your customers, you should never give them the easy way out and, instead, attempt to initiate dialogue. Once the communication channel is open, try to understand what your customer is looking for and, in turn, convert them into a buyer. Here are some appropriate questions (and responses) that should be used when speaking with your customer:

Question: Hi, have you been in our store before?
– Response 1: (if yes) “Welcome back, let me show you a couple new items that we just got in.”
– Response 2: (if no) “Thanks for coming – let me show you around.”

Question: What can I help you find today?
– Response 1: (if they know) “I can assist you with that. Please let me show you where to go.”
– Response 2: (if they don’t know) “Let me show you some of our popular items.”

Question: I notice that you’re looking at {product name}, is there a particular project that you’re working on?
– Response 1: (if yes) “That’s great! Let me show you what else we have that can help.”
– Response 2: (if no) “Ok, let me tell you a little about this item.”

Question: Hi, how are you doing today?
– Response 1: “That’s great. What can I help you find today?”
– Response 2: “I’m sorry to hear that. How can I help get your day going in the right direction?”

Seeing the customer off:

Either the cash register attendant or the greeter are your last line of defense. This is your opportunity to both sell more and make sure they leave feeling good about their experience. At the very least, your employee should ask, “Did you find everything that you were looking for today?” If not, have someone help them find the item. If yes, pay attention to what they purchased and see if there is an accompanying item that they might need (i.e. “I see that you have purchased a shovel and some flowers. A garden kneeler can go a long way in keeping you clean and preventing back problems while working the garden. Would you like to add one to your order?”). Regardless of their answer, be sure to thank the customer for shopping and welcome them back in the near future.

For other great articles, check out Arett University

Encap® Flower Kits: Flower Gardening Made Easy

Arett Outlook February 2016

As winter gives way to spring, we’re all beginning to dream of the beautiful blooms we’ll color our yards with this year. And while some of us might have been blessed with a green thumb, others of us are not so lucky; we envy the gorgeous displays our neighbors cultivate, wondering where they find the time, or where they acquired such skill. This year, we can all have the floral displays we’re dreaming of, without having to become a master gardener in the process. All-In-One™ Flower Kits from Encap® make creating beautiful flower gardens easier than ever.

Encap® offers a full line of flower kits, each with vibrant, eye-catching packaging. These all-in-one kits contain everything needed to grow beautiful blooms that will last all season long, including seed, fertilizer, mulch, and Encap’s patented technologies to produce maximum results. With varieties to suit any gardener’s tastes, Encap® offers:

  • Pollinator Bird & Butterfly Mix
  • Pollinator Honey Bee Mix
  • Wildflower Aromatic Mix
  • Wildflower Bouquet Mix
  • Wildflower Butterfly & Hummingbird Mix
  • Wildflower Shady Mix
  • Daisy Mix
  • Zinnia Mix


While all flowers promote pollination, some flowers are a more attractive food source than others. Add to this the fact that different organisms and species have varying preferences, and it can be tough to know what types of flowers to cultivate in order to attract the pollinators you’re looking for. That’s why Encap® created the Pollinator Series, a collection of flower kits that are specifically designed to attract nature’s pollinators.

Pollinator Bird & Butterfly Mix

Pollinator Bird & Butterfly mix is specially formulated to attract birds and butterflies, promoting natural pollination, and offering a reliable food source for these popular garden visitors.

Pollinator Honey Bee Mix

The Honey Bee Mix is a special blend of flowers designed to attract and feed Honey Bees. This fosters local pollination and also provides a much-needed source of food for honeybees.


As homeowners look for more natural looking flower beds, wildflowers are becoming an increasingly popular option. Wildflowers provide vibrant floral displays, but give a less “manicured” feel. Hundreds of wildflower varieties exist, allowing for endless options in combinations. Encap® created a line of Wildflower kits for this reason, and has designed each kit with a specific purpose in mind.

Wildflower Aromatic Mix

Wildflower Aromatic Mix is a unique blend of wildflowers designed to not only provide colorful blooms, but also to give off a fragrant aroma.

Wildflower Butterfly & Hummingbird Mix

Wildflower Butterfly & Hummingbird Mix delivers beautiful displays that are formulated to attract both butterflies and hummingbirds.

Wildflower Bouquet Mix

Wildflower Bouquet Mix is a blend of flowers designed to provide just the right cuttings to create stunning bouquets.

Wildflower Shady Mix

Wildflower Shady Mix is a blend of wildflowers that grow best in shade. From Forget-Me-Nots to Sweet William Pinks, even those hard to grow shady spots around your yard can boast abundant flowerbeds.


Daisy Mix

The assortment found in Encap’s Daisy Mix provides varying heights and colors of daisies, creating a spectacular display of this classic favorite.

Zinnia Mix

Encap® also offers a Zinnia Mix. Zinnias have always been a popular choice among gardeners, because they are easy to grow, and offer a wide range of vibrant colors.

An Easier Way to Beautiful Blooms

Encap® Flower Kits not only look great, but they make gardening easier than ever, even for those of us who are inexperienced gardeners. Patented technologies help to maximize results while minimizing work:

Advanced Soil Technology™ (AST®)

Encap’s Advanced Soil Technology™ is a proprietary product that has revolutionized the way we garden. This patented technology improves the soil environment, enhances seed establishment, reduces nutrient loss, and maximizes water filtration. It works by bonding with the soil upon contact, to get into the root zone where it’s needed most.

Seed Watering Technology™ (SWT®)

Encap’s Seed Watering Technology™ takes the guesswork out of watering. This patented technology sparkles on the soil surface when wet, and gets dull when dry; gone are the days of over- and under-watering.

Encap® Flower Kits are easy to use: simply remove dead grass and debris from the planting area, spread the contents of the kit, water, and wait.

This year, there’s no need to stress over flower gardening; get All-In-One™ Flower Kits from Encap®!

Order Now Using Program Number: E43E1

How to Optimize Your Displays


Displays are another great way to increase your sales and leverage your consumer’s impulse behavior. To be successful, there are a number of different components that you must pay special attention to.

Guidelines for Building Display

  • Keep the display off the floor: This prevents the bottom of packages from getting damaged. Use pallets or platforms.
  • Make the display sturdy: Stack the packages safely and securely.
  • Be sure the display is accessible: Never stack packages too high or to low for shoppers to reach easily. The average shopper is 5’5”. Keep handles turned outward and, if displaying more than one brand, don’t bury one under the other.
  • Leave starter gaps on all displays: If a display looks too good, shoppers will be reluctant to buy off it. Once the display is built, remove a few packages from the top or stagger packages to make it appear as though it has been shopped.
  • All packages should be faced: All labels on packages should face shoppers. This provides an attractive billboard effect.
  • Make displays creative: Stacking packages attractively draws attention and enhances the image of the store.
  • Merchandise the display: Displays should always be merchandised properly.

Best Location for Displays
Displays should be placed in high traffic areas. A recent study shows that:

  • Displays in back of store showed 113% sales increase
  • Displays in mid-aisle/perimeter showed 274% sales increase
  • Displays in front of store showed 426% sales increase

Size and Duration
The right size for a display depends on the product volume the retailer can move. If the display is too big, product will move slowly and you may have rotation problems. Displays that are too small can run out of product and miss sales opportunities. How can you determine the best display size?

  • Use past sales information from a similar display period
  • Look at sales performance on a competitive display
  • Multiply the normal weekly volume by 2.5 (average increase for display)

The duration of a display is most effective when kept to two or three weeks. After the third week, the display loses its attention getting value. Shoppers become used to seeing it and ignore it. If a display must be kept for longer than three weeks, keep it fresh with a redesign, new POS materials or change the location.

Cross Merchandising and Brand Teaming
Impulse purchases play a major role in increasing sales. Cross merchandising and brand teaming on displays can take advantage of these purchasing behaviors. Brand teaming pairs two or more brands together on one display, usually using a strong and a weaker selling brand. The stronger selling brand draws attention to the display where they will be encouraged to try the other brand. When brand teaming, never put more than three brands together, as it could lead to cluttered display and makes it more difficult to manage. Also be careful about brand teaming with different price points, as this can encourage shoppers to trade down.