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22 • JANUARY 2012 • WORLD FENCE NEWS For Growth And More Profitability Join The "Less Stress, Road To Success" Program From American Made Vinyl Extrusions PVC Fence Profiles and Accessories in Five Colors, Minimal Color Upcharge, Best Selection of Hinges and Latches For More Information Call: 605-291-9223 Visit Us At www.americanmadevinyl.com Fabricator Owned, Fabricator Focused Visit World Fence News on Facebook! FENCER'S FIELD REPORT A monthly column of industry bits & pieces Compiled by contributing editor Jim Lucci and the staff of World Fence News Recently, we spoke with Dennis Simmons of Simmons Fence Com- pany in Janesville, Wisconsin, who told us that this past season turned out okay. While the company carries a full product line, vinyl has been the biggest mover. We were also told that the company did very little wood this past season. The company business mix is 80% residential and 20% commercial. The firm has been in business since 1978 and the types of fencing offered are vinyl, chain link, ornamental alu- minum, ornamental steel, and wood. They also sell aluminum and vinyl decking and railing, as well as offer- ing specialty items such as arbors and pergolas. The company basically serv- ices a 50 mile radius. We asked a series of questions starting with: What is your outlook for the residential market this 2012 sea- son, since it has been pretty soft in most areas the past few years. Dennis responded that the resi- dential market outlook could improve if people could find jobs, but he does- n't expect that to happen till after the presidential election. Continuing, when asked about the buying habits of homeowners, and if they are changing, Dennis reiterated that vinyl is now their biggest mover. We then asked, did the company participate, over the past couple of years, in any projects that they know of, that were tied to the federal stimu- lus bill, and we were told "yes" – for projects such as Head Start, which was funded by stimulus money, and those with other stipulations such as Davis- Bacon, as well as some ball fields for the city and repairs at some schools. We asked if Dennis's company had instituted any cost-saving meas- ures, and he told us that specifically, when it came to phone usage and ma- terials, getting pricing and shopping around was where they looked to get- ting better deals and savings. They also cut back on advertising in conventional ways. A year ago, he said that he tried a radio commercial. The commercial had a jingle, and Dennis said it was funny and effective; a lot of people responded and it was a soft approach, which works. Oh, by the way, the jingle was "When you're on the fence, about a fence, call Simmons Fence." We then asked about whether the company tries to sell additional items along with the fence jobs, and Dennis replied that the company sells arbors and pergolas as specialty items when possible. We then asked about the economy in the area, and he said that while a GM plant pulled out in 2008, people were still spending and they took that in stride as much as anyone could. He said that consumer spending has slowed down for the first time in three years, and there is a great deal of uncertainty regarding jobs and the di- rection in which the country is headed. People, he said, are spending but more cautiously.