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BrassCraft Manufacturing Now Linked to Over 50,000 Plumbers Nationwide


(Novi, Michigan)-Three years ago, BrassCraft Manufacturing Company, a leading manufacturer of plumbing products, launched a development process for innovative new products.  The new product stage gate process identified a real need in the concept stage to gain quick, concise feedback from the plumbing community.

Building this type of data base is unique to the rough plumbing industry.  “We attempted to purchase many plumber data bases only to find that we rarely secured the real decision makers,” stated Jeff Jollay, Vice President of Marketing and Product Development.  “It was apparent that if we wanted to gain quick insights with our end users in the plumbing community, we would have to build it from the ground up.”

Through plumber forums, direct mail campaigns, the company website, and basic data mining, a credible source is now available to gain direct input from our end users.  The size of this growing data base of 50,000+ also allows BrassCraft Manufacturing the opportunity to continually survey subsets of end users, which helps prevent ‘survey shock’ as data is collected.

As a result of building this survey process, BrassCraft Manufacturing now has the ability to gain market feedback within 72 hours.  This process complements the traditional information gathering that has also been established with the stage gate process.  Adds Deb Lewis, BrassCraft Manufacturing Brand Manager, “Although this data base is used extensively, we continue to rely on internal personnel, our independent sales representatives, our channel partners, and other industry data as well.”

BrassCraft Manufacturing Company, a Masco Company, is a leading manufacturer of products for use in the new construction and repair/remodel markets.  The company’s promise to these markets, Committed to Quality – Driven by Innovation, is reflected in the thousands of high-reputation plumbing products that are sold under the BrassCraft® brand.  Founded in 1946, BrassCraft Manufacturing is an international corporation headquartered in Novi, Michigan, with manufacturing and distribution facilities in the USA and around the globe.


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