LR-ADKIT-Napoleon-Branding-Booklet

the 

art 

of 

fire 

BRANDING & 

ADVERTISING GUIDE 

EFFECTIVE: November 20, 2013

NAPOLEON ® 

MISSION STATEMENT 

“To have profitable growth through superior customer service, innovation, quality and teamwork” 

“Napoleon ® 

is a first class organization that begins from our associates 

on the assembly line right to head office. We all work very hard as a team, 

to be the best in everything that we do. We’re a progressive, forward 

thinking company, with our customer’s interests always at the center of 

our decisions. Our brand Napoleon ® 

has now become the benchmark for 

products in our industry across the globe, and we’re very proud of that. 

I have to say that we have come a long way since I built the first wood 

stove in my garage.” 

- Wolfgang Schroeter 

Founder & CEO Napoleon ® 

Group of Companies 

“You learn which companies are innovative, which companies 

are well run, which companies have integrity. Napoleon ® 

clearly 

encompasses all of these traits.” 

- Jack Goldman 

President & CEO Hearth, Patio & Barbecue Association 

(HPBA) 

2

TABLE OF CONTENTS 

Mission Statement.................................................................. 2 

Table of Contents.................................................................... 3 

Why This Guide - Napoleon ® Branding....................................... 4 

About Napoleon ® ..................................................................... 5 

The Napoleon ® Customer Value Proposition................................ 6 

Napoleon ® Firsts..................................................................... 7 

The Napoleon ® Business Philosophy.......................................... 8 

Logo Usage..................................................................... 9 - 12 

Colour Palette............................................................... 13 - 14 

Fonts & Typefaces.......................................................... 15 - 17 

Napoleon ® Going Digital!........................................................ 18 

Online Applications............................................................... 19 

Internet Advertising Policy..................................................... 20 

IMAP................................................................................... 21 

Advertisement Layout............................................................ 22 

Image / Logo Release & License Policy................................... 23 

Co-op Advertising.......................................................... 24 - 25 

Terms and Conditions............................................................ 26 

Contact Information.............................................................. 27 

Introduction to Advertising............................................. 28 - 29 

10 Reasons to Increase Advertising........................................ 30 

Copy That Sells.................................................................... 31 

How to Plan Sales & Advertising...................................... 32 - 33 

How Much to Spend on Advertising / Promotion....................... 34 

Budget Worksheet................................................................. 35 

3

Why This Guide? 

NAPOLEON ® 

BRANDING 

The purpose of having this Branding Guide is to create consistent messaging and public positioning to ensure our 

key audiences become familiar with the Napoleon ® 

brand, our mission and what our company stands for through key 

message repetition. 

Branding is perhaps the most important facet of any business, beyond the products themselves. A company’s brand 

is its definition in the world, the name that identifies itself to the global marketplace. 

Strong brands claim greater market share, retain loyal customers and can demand higher price premiums. Brands 

also lower dealer turnover and attract higher quality associates. 

A brand is much more than just a logo, this is just one component. Other components include the overall marketing 

strategy, public relations, associate’s identification with the brand and every customer interaction. It’s the manner in 

which one answers the phone, how quickly one responds to a customer’s needs, the usability of the website and the 

tone of the copywriting. The brand is the total of every experience people have with your company. 

Great brands live in the consciousness of the consumer; they trust them and expect great things of them. The brand 

expresses the core values of the company which in turn resonates with the customer. This is the basis of a powerful 

and successful relationship. 

Napoleon ® 

is a great brand that continues to grow. To our customers, we represent more than just quality produced 

Canadian fireplaces, grills, heating and cooling products. We represent a company that is innovative and leading 

edge. A company that understands their customer and their needs. A family owned company that recognizes loyalty 

as a core value. 

Through this branding standards guide, we hope all Napoleon ® 

dealers and partners will join us in taking pride in 

our brand. And by establishing these standards, you are equipped in communicating what sets us apart from other 

brands and be the passionate voice of Napoleon ® . 

As you do so, you will help strengthen the trust and loyalty of our customers and at the same time strengthen the 

trust and loyalty that we have with you. The Napoleon ® 

brand would be nothing if not for the great relationships that 

we have built year over year with our dealers and partners. 

4

About Napoleon ® 

WHY NAPOLEON ® 

Napoleon ® is proud to be committed to total home comfort. Time after time, Napoleon ® has led the way with new 

and innovative patented technology. We are proud to say that our products continuously surpass industry standards. 

More than anything we want our customers to feel confident in choosing Napoleon ® 

for their home. Our products are 

designed to provide that confidence and ensure that every Napoleon ® 

Product is beyond compare. 

It all began in 1976 when a small steel fabrication business launched by Wolfgang Schroeter started manufacturing 

steel railings in Barrie, Ontario, Canada. At that time, no one could imagine the incredible future that lay ahead for 

Wolf Steel Ltd. 

Since the first wood stove rolled off the production line over 30 years ago, Wolf Steel’s commitment was to be 

distinctive and successful in everything they do. The original stove featured a solid cast iron two-door design and was 

produced in a one thousand square foot manufacturing facility. By 1981, the name “Napoleon ® ” was born and with 

it, the first single glass door with Pyroceram high temperature ceramic glass—a first in the industry. This was the first 

of many milestones for Wolf Steel and over the next few years, the demand for Napoleon ® 

wood stoves grew beyond 

Ontario’s borders to the rest of Canada, the United States and Europe. 


works with its customers designing and implementing features sought after by discriminating consumers 

around the world. Time after time Napoleon ® 

has led the way with new and innovative patented technology: luxurious 

Gourmet Gas Grills, exclusive Infra-red grilling experience and some of North America’s most advanced state-of-theart 

technology. Innovative engineering and design, advanced manufacturing techniques, dedicated customer service, 

outstanding product quality and superior warranties distinguish Napoleon ® 

from its competitors. 


is an ISO9001 – 2008 registered company and operates with 1,200,000+ square feet of manufacturing 

space and over 1000 employees. We are North America’s largest privately owned manufacturer of quality wood and 

gas fireplaces (inserts and stoves), gourmet gas and charcoal grills, outdoor living products and heating & cooling 

products. The only gas furnaces made in Canada. 

Napoleon’s commitment to producing quality products combined with honest, reliable service has proven to be a 

successful framework to ensure the continued rapid growth of the company. 

5


THE NAPOLEON ® 

CUSTOMER VALUE PROPOSITION 

• Napoleon ® 

products are high quality and long lasting 


is a family owned and privately operated Company 


is Canadian, with manufacturing facilities in Canada, US and China 


ownership and senior management are accessible 

• Napoleon’s customers are loyal 


cares about their customers 


has a strong brand image 


has an extensive line of products 


is their sector’s innovator (see firsts) 


is dedicated to their industries 


builds strong long lasting relationships 


stands behind products by its industry leading warranties 


believes in a quality of lifestyle 


listens to their customers 


is proud of their service experts 

• Napoleon’s loyal associates care about what they do 


is growing year over year 


is diverse and not afraid of change 


is active in being part of the wider community 

6


LEADING THE WAY 


Firsts Include: 

• Single cast iron door with Pyroceram ceramic glass – an industry standard today 

• Wood stove air-wash system with a side air intake 

• Direct vent fireplace with venting at 40 feet horizontal and vertical 

• Combination direct vent and b-vent adaptor 

• Down-draft combustion system in wood stoves 

• Direct vent fireplace with a 45 degree angle for take-off for venting 

• Porcelainized sheet metal system that acts as a triple mirror to enhance flame appearance 

• Night lights for fireplaces 

• Combination of gas and electric fireplace 

• Hinged door for direct vent fireplaces 

• “The Dream” – the largest gas fireplace on the market at the time of its launch 

• Double-lid barbecues 

• Multi-colour LED system in gas fireplaces 

7


THE NAPOLEON ® 

BUSINESS PHILOSOPHY 

• Be creative and innovative and do not shy away from trying new things in 

pursuit of the goal to provide quality products at competitive prices that 

suit the ever-changing needs of the consumer. 

• Once you have developed an idea, implement it and make it work. 

• When realizing that something does not work or that there is a better way 

of doing business, do not be afraid of changing it. 

• Cultivate a working relationship with associates that is conducive to 

maintaining high standards of quality and production in an atmosphere 

that is appreciated by associates and allows them to take ownership, be 

innovative and excel. 

• Recognize the importance of your dealers and distributors in the overall 

success of the company; maintain open lines of communication and 

honour that relationship at all times. 

• Work as a team to complement and maximize your strengths. 

• Grow strategically without taking on huge debt loads. 

• Money and profit is not the only goal, but the by-product of successful 

entrepreneurship. 

• Be hands-on, approachable and lead by example. 

• Delegate and trust in others’ ability to do the job right. 

• Do not judge a book by its cover. 

• Be ethical and fair in all business dealings. 

8

Brand Logo 

LOGO USAGE 

A strong brand logo has the ability to achieve instant recognition and inspire a sense of loyalty. It is a common bond 

for our customers that choose Napoleon ® over another brand. The Napoleon ® brand logo symbolizes our heritage and 

strength and embodies the promise of quality. It is our public persona, the face of the company, always use good 

judgment with its use and respect it. The brand logo is the one visual constant in every communication involving the 


brand. 

Brand Logotype 

Our goal is to secure an easily comprehensive and accessible appearance 

for our activities, optimizing our visual expression and strengthening our 

core brand, Napoleon ® . 

With the vast array of products and product categories including; fireplaces, 

inserts, stoves, grills, outdoor products and a complete heating and cooling 

product line, it is vitally important to keep the focus on the Napoleon ® 

brand. The trademarked flame at the top of the logo will be consistent on 

all product categories. 

To preserve the unique nature of the brand and ensure absolute consistency 

throughout all its applications, the Napoleon ® 

proprietary logotype should 

be used and no attempt should be made to reset it in type. 

Logo Usage 

In regards to co-op, it is important that all advertising (use of logos) by 

dealers must be identical to Napoleon’s, thus showing continuity and 

unification between the manufacturer and the dealer. As a Napoleon ® dealer, 

you are required to ensure any usage of the Napoleon ® 

logo is current, as 

using unapproved and outdated logos affect your future co-op claims. In 

addition, using older graphics may suggest to customers that you offer 

outdated products. It is a well-known retail phenomenon that refreshing a 

store’s graphics increases sales. 

9

Brand Logo 

LOGO COLOUR BREAKDOWN 

The colour breakdown applies to all of the Napoleon ® 

logos and should be provided to your marketing / printing 

contact. All logos are available in two colour or black and white, with white type or black type and in JPEG, TIFF, 

PNG, PDF or EPS format. 

Log on to nacdealers.com or napoleondealers.com to download the updated Napoleon ® 

logo files. Go to the 

‘Marketing & Advertising’ section and click on logos to see the different options available. 

1-Colour Logo 

NAP_FP_BLK_1_col.eps 

Black 

100% Black 

Grayscale Logo 

NAP_FP_BLK_BW.eps 

Gray 

30% Black 

Black 

100% Black 

4-Colour (CMYK) 

NAP_FP_BLK_CMYK.eps 

Napoleon ® Red 

CMYK: 0 / 100 / 100 / 4 

Black 

CMYK: 20 / 20 / 20 / 100 

2-Colour (Spot Colour) 

NAP_FP_BLK.eps 

Napoleon ® Red 

Pantone: PMS186c 

Black 

Pantone: Black 6c 

1-COLOUR LOGO 

These logos are used for 1-colour 

printing processes like silk 

screening or watermarking. 

GRAYSCALE LOGO 

These logos are used in grayscale 

colour printing environments 

such as newsprint applications. 

4-COLOUR LOGO 

These logos are built to be used 

in typical printing (CMYK) and 

Online applications 

2-COLOUR LOGO 

These logos are built to be used 

in when exact print colour match 

is required. 

10

Brand Logo 

LOGO CONSTRUCTION 

¼ inch 

5 mm 

Protective Space 

When using the logotype in combination with other logos, brand names, etc., 

protective space of ¼" or 5mm needs to be ensured. 

For customer integration: The logotype must never appear closer to any other 

element as shown in picture. 

Minimum Logo Size 

The Napoleon ® logotype must never be set less than 19mm or ¾" in a horizontal 

measure for print and 100px for online usage. This is to ensure legibility and 

proper brand recognition. 

Any attempt to set the mark smaller would compromise this goal and therefore 

negate the purpose of branding. 

¾ inch 

19 mm 

100 pixels 

(Actual Minimum Logo Size) 

11

Brand Logo 

UNAPPROVED USAGE 

Flame from logo 

Not current logo 

Stretched 

Condensed 

Avoid Signature Mistakes 

• Do not change the font or alter the spacing between letters. 

• Do not reproduce the signature using any colours other then the 

Corporate Napoleon ® 

logo colours. 

• For the internet, do not make any of the logo’s elements threedimensional. 

• Do not attempt to stretch or condense the logo to fit 

• Do not use the flame on its own. It should only appear in the logo. 

12

Colour Palette 

PRIMARY COLOUR PALETTE 

Colour is the most important element for expression. Therefore, it is an essential way for Napoleon ® 

to distinguish 

itself. By using our colours properly, you can create the sense of quality and strength. The Napoleon ® colour palette is 

unique to our brand. Use these colors consistently whether it is in your advertising, store, communications and web 

presence to build awareness for Napoleon ® . 


Red 

Pantone ® : PMS186c 

CMYK: 0 / 100 / 100 / 4 

RGB: 195 / 33 / 39 

LAB: 49 / 72 / 52 

Hex: #c32127 

Rich Black 

Pantone ® : Black 6c 

CMYK: 20 / 20 / 20 / 100 

RGB: 24 / 20 / 21 

LAB: 4 / 3 / 0 

Hex: #181415 


Grey 

Pantone ® : N/A 

CMYK: 0 / 0 / 0 / 50 

RGB: 146 / 148 / 150 

LAB: 62 / 0 / -2 

Hex: #929496 

100% 

90% 

50% 

30% 

15% 

Tints can be used with the 

“Napoleon ® Grey”. 

Recommended tint values: 90%, 

50%, 30% and 15%. 

Note: 

Do not calculate colour breakdowns from Pantone ® 

colours in a program 

such as Adobe Photoshop or Adobe Illustrator. Use colour breakdowns 

supplied in this guide instead. 

Appearance of colours will vary depending on monitor calibration and 

printer used. If specific colour match is required, please use Pantone ® 

colour palette. 

13

Colour Palette 

SECONDARY COLOUR PALETTE 

Light Blue 


CMYK: 100 / 43 / 3 / 0 

RGB: 28 / 121 / 185 

LAB: 46 / -20 / -47 

Hex: #ic79b9 

Use of this colour is limited to 

Napoleon ® Grills only. 


Silver 


Typical use of this colour is in spot 

colour printing to introduce a metallic 

sheen to corporate communications. 

TERTIARY COLOUR PALETTE 

Dark Blue 

CMYK: 100 / 57 / 0 / 2 

RGB: 34 / 103 / 173 

LAB: 41 /-9 / -49 

Hex: #2267ad 

Use of this colour is limited to the 

Napoleon ® Heating & Cooling Division only. 

Yellow 

CMYK: 0 / 27 / 100 / 8 

RGB: 219 / 175 / 46 

LAB: 76 / 13 / 76 

Hex: #dbaf2e 

Use of this colour is limited to 

“Art of Fire” ad campaign only. 

Note: 

Do not calculate colour breakdowns from Pantone ® 

colours in a program such as Adobe Photoshop or 

Adobe Illustrator. Use colour breakdowns supplied in 

this guide instead. 

Appearance of colours will vary depending on monitor 

calibration and printer used. If specific colour match 

is required, please use Pantone ® 

colour palette. 

14

Fonts & Typefaces 

PRIMARY TYPEFACE 

The Napoleon ® family of fonts is as distinctive and as powerful as the Napoleon ® logo itself. The clean, contemporary 

lines of our fonts create a look of quality and strengthen the spirit of the Napoleon ® 

brand. 

Trade Gothic 

The Trade Gothic font family is used by 


for it’s spacious counters, 

ease of legibility and it’s sturdiness. 

It is a dependable font with little 

flourish or fuss and is very versatile in 

it’s integration with other typefaces. 

The almost hand worked appearance 

and no nonsense personality mimic 

the Napoleon ® 

core values well. 

TRADE GOTHIC LT STD -CONDENSED NO. 18 

ABCDEFGHIJKLMNOPQRSTUVWXYZ 

abcdefghijklmnopqrstuvwxyz 

0123456789 

TRADE GOTHIC LT STD - BOLD CONDENSED NO.20 



0123456789 

TRADE GOTHIC LT STD - REGULAR 



0123456789 

TRADE GOTHIC LT STD - BOLD 



0123456789 

15


SECONDARY TYPEFACES 

Futura STD 

For use as marketing headline 

titles in all divisions. 

FUTURA STD - LIGHT 



0123456789 

FUTURA STD - MEDIUM 



0123456789 

FUTURA STD - HEAVY 



0123456789 

FUTURA STD - BOLD 



0123456789 

16


SECONDARY TYPEFACES 

Myriad Pro 

Online use only. 

MYRIAD PRO - REGULAR 



0123456789 

MYRIAD PRO - BOLD 



0123456789 

Verdana 

For use as an alternative 

to Trade Gothic font. 

VERDANA - REGULAR 



0123456789 

VERDANA - BOLD 



0123456789 

17

Online Applications 

NAPOLEON ® 

GOING DIGITAL! 

Today the world around us has gone digital. Our customers are all online; they do their product research online and 

ask their friends for their opinions through social networking sites such as Facebook and read reviews online. 


is embracing this change in the consumer decision making process and making it easier for them to find 

our products, educate them about our products and direct them to a licensed dealer to make the purchase. Napoleon ® 

has developed a full digital marketing plan, which addresses our web properties, how we interact socially and adapt 

to the new consumer buying cycle. 

Why? 

ü To Increase Qualified Leads 

ü Convert Leads Into Sales 

ü To Enhance & Control the Brand 


online brand standards leverages the existing offline presence in a meaningful way that adds value and 

reinforces the overall Napoleon ® 

brand. Online branding should resonate with customers as a logical extension of the 


offline brand while adding value in ways unique to the online medium. 

On each page of your web properties (includes website, Facebook, Twitter, LinkedIn, Pinterest, blog posts, email 

marketing, and paid advertising) that features Napoleon ® products, one Napoleon ® logo must be clearly associated 

with the product. The logo must conform to the colour, size, clear space and other graphic standards in this manual. 

18

Online Applications 

Online 

Here are points to watch for when using the Napoleon ® 

logo on the web: 

Do not place the logo on a visually 

cluttered or patterned background* 

Logo must be at 100% opacity* 

Do not rotate the logo* 

Do not animate the logo* 

Maintain appropriate clear 

space around the logo* 

Your customers rely on you to provide them with the most current information about Napoleon ® 

products. The 

pages on your web properties that are dedicated to Napoleon ® 

products must be continually updated with the latest 

information from Napoleon ® . 

On your web properties, use only current product photos and screenshots provided. New or revised Napoleon ® product 

photos should be added to the product section of your site as soon as possible after a product launch when they 

become available on the dealer websites. 

* If you have any questions regarding the use of the logo, please contact 

the Marketing department at advertising@napoleonproducts.com 

19

Online 

INTERNET ADVERTISING POLICY 


owns and controls all brands, trademarks and copyrighted materials. Only Authorized Resellers of 


who have received written or verbal approval to advertise their products on the Internet are permitted to 

use any Intellectual Property on their sites. 


will permit their Authorized Resellers the use of their copyrighted materials such as images, copy and 

advertising aids for the use of promoting the Napoleon ® 

brand. This permission only pertains to the Internet use 

of such materials. These materials will be provided by either their sales representative, advertising department or 

downloaded from the dealer website. If the Reseller does not use such material in it’s copyrighted form Napoleon ® 

reserves the right to refuse any future business. 

All Authorized Reseller’s advertisements must comply with Napoleon ® 

guidelines. Should such advertisements be 

posted without authorization, the Reseller may forfeit any participating rebates or promotional discounts as well as 

the termination of the Authorized Resellers account. 

The condition of the Napoleon ® product must be clearly stated on advertisements should it be damaged or refurbished. 

Marketplace sites such as eBay and Amazon must be approved by Napoleon ® before advertising Napoleon ® products. 

The IMAP policy applies in these cases as well. The Authorized Reseller is responsible for any and all business 

conducted on their websites and will take responsibility for violations of advertising, security and privacy of inaccurate 

and inappropriate material. 


has the right to terminate the authorization of a Reseller at any time. Should a written termination notice 

be given to an Authorized Reseller, the Reseller must remove all intellectual property from it’s website immediately. 

Termination will be given should an Authorized Reseller distribute Napoleon ® 

products to any dealer that is unknown 

to Napoleon ® . 

Did you know that “94% of consumers who research hearth product on 

the Internet end up making their purchase at a brick and mortar.” 

Quote from Build.com 

20

Online 

IMAP (INTERNET MINIMUM ADVERTISED PRICE) POLICY 

November 1, 2011, the Napoleon ® IMAP Policy will be effective to all Internet resellers of Napoleon ® Products. 

Resellers who advertise any or all of Napoleon ® products must comply with this IMAP Policy. This policy is independent 

from any other agreements or contracts with Napoleon ® . Napoleon ® 

reserves the right to discontinue doing business 

with any reseller without liability in the event of violations of the IMAP Policy. There will be no communication 

between Napoleon ® and a reseller about any other Reseller’s advertised price and Napoleon ® will strictly enforce this 

policy should there be violations. 

The Reseller is solely responsible for their compliance to the IMAP Policy. There will be no such warnings or 

negotiation between Napoleon ® and the Reseller on this matter. Any website that features Napoleon ® products with 

advertised pricing must not be advertised below the IMAP list price as stated on the Napoleon ® 

Price List. These 

prices include areas such as the “shopping cart” and hyperlinks that take the consumer to another website. 

Napoleon ® will monitor Reseller’s pricing on the Internet. Should there be a violation of the IMAP Policy; Napoleon ® 

will give either a verbal or written notice to a representative of the Reseller. There is no response needed to this 

notice. If the advertised pricing has not been corrected in 48 hours of notification the Reseller will forfeit any rebates 

(thus being co op, damage allowance for volume rebates) earned during the period of violation and will not be eligible 

for any specials or promotional discounting. 

Violations of the IMAP Policy include and are not limited to internet advertisements; emails, banner ads, third party 

sites either sponsored or paid by the Reseller, unauthorized couponing and hyperlinks to any other shopping carts. 

Napoleon ® must be excluded from any and all coupons and discounts unless authorized and promoted by Napoleon ® . 

Should the Reseller have 2 or more violations exceeding this 48 hour period, Napoleon ® reserves the right to no longer 

ship product to the Reseller and may terminate the partnership without any liability to Napoleon ® . 

The IMAP Policy is confidential and Napoleon ® 

requests that no Reseller disclose the terms and conditions of this 

policy. Should you have any concerns or need clarification about IMAP please contact IMAP@napoleonproducts.com. 

Be advised that you will not be notified regarding a matter reported. 

21

Advertising 

ADVERTISEMENT LAYOUT 

When a page layout on an advertisement or product catalogue showcase Napoleon ® product the Napoleon ® logo must 

be prominently identifying the product. The following advertisement shows several products in a sample editorial 

page spread, showcasing one or more products made by Napoleon ® 

with the required branding rules applied. 

Providing home comfort for over 35 years. 

Memories made 

with a Napoleon ® 

STYLE | PERFORMANCE | QUALITY 

FIREPLACES 

STOVES 

AIR CONDITIONING 

FURNACES 

HYBRID WOOD FURNACES 

GOURMET GRILLS 

WATERFALLS 

PROUDLY MADE IN CANADA 

napoleongrills.com 

22

Release & License Policy 

IMAGE / LOGO RELEASE & LICENSE POLICY 


Appliance Corporation and Wolf Steel Ltd. hereby grant permission to use, distribute, display, advertise 

and promote any Napoleon ® 

image by incorporating it or them into publications, catalogues, brochures, magazines, 

motion picture films, video tapes and/or other media or commercial, informational, educational, advertising or 

promoting materials relating thereto. 

Current Napoleon ® 

logos for all divisions including: Heating & Cooling, Gourmet Grills, Quality Fireplaces and 

Fireplaces & Grills may be used unaltered in advertising/promoting Napoleon ® 

products. 

You must be an authorized Napoleon ® distributor, dealer or customer (builder/ architect) to display Napoleon ® product 

images and logos on websites or printed materials. Understand and agree that Napoleon ® is and shall be the exclusive 

owner of all right, title, and interest, including copyright. 

The images must not be used in an unlawful manner, including use which defames another person or public entity, 

or in any obscene manner that tarnishes the reputation and integrity of Napoleon ® , its various trademarks or its 

products. 

23

Co-op Advertising 

CO-OP PROGRAM REQUIREMENTS 

Fireplaces & Heating and Cooling 

Wolf Steel Ltd., Wolf Steel USA Inc. will credit your account with up to 50% of your net cost of all qualifying 

advertising. Co-op is accrued each month based on your net purchases. It is not based on a calendar year, each 

month accrued remains in your co-op fund for a 12 month period (ex: July purchases would remain as an eligible 

co-op allowance until July of the following year at which time it would no longer be available). 

Grills 

Napoleon ® Appliance Corporation will credit your account with up to 50% of your net cost of all qualifying advertising. 

All claims must be submitted within 90 days of the date on the advertising invoice. Co-op is accrued based on 

previous calendar year sales as laid out in the NAC Alliance program. 

FIREPLACE AND GRILL REQUIREMENTS: Only Napoleon ® 

stoves, fireplaces and inserts (gas, wood burning, oil and 

electric), Napoleon ® Prestige ® Series, Timberwolf , Ultra Chef ® and Mirage brand gas grills, Napoleon ® outdoor 

products (Patioflame ® , gas fireplaces, patio heaters, waterfalls), Napoleon ® 

air conditioners and furnaces are eligible. 

In order to receive a full 50% credit in print ads Napoleon ® 

product images MUST BE FEATURED fully; other 

products featured that are not Napoleon ® will effect the co-op credit given. The proper Napoleon ® logo MUST BE 

FEATURED prominently (approved logos are available from the Advertising Department or on the dealer website). 

Radio/TV commercials must feature Napoleon ® 

product exclusively and make at least two references to the name 

NAPOLEON ® (four references in 60 second spots). Approved Napoleon ® product images must be included in print and 

TV ads. If other products are featured with advertising, you will receive a credit on a prorated basis. 

24

Co-op Advertising 

CO-OP PROGRAM REQUIREMENTS 

Qualifying Media For All Divisions 

• Display advertising, direct mail, flyers and inserts or supplements in all daily or weekly 

newspapers and magazines 

• All commercials on radio and TV stations 

• Consumer shows, mall exhibits and fairs must be pre-approved by your Napoleon ® 

Sales 

Rep (Napoleon ® 

signage must be used) 

• Yellow page advertising, provided print advertising requirements are met 

• Signage (including billboards) and truck lettering/artwork require prior approval 

• Web Advertising co-ops must be pre-approved by the Marketing Department 

• Web development (only for sections of website with Napoleon ® 

content must be preapproved 

by Markting departement) 

Claiming Your Co-Op Credit For All Divisions 

Remit the Co-op Claim form with required proof of advertising to the Marketing department at 

Napoleon Appliance Corporation. For prompt processing please be sure this form is filled out 

completely and include for each of the following: 

• Print ads: tear sheet of each ad and invoice of publisher 

• TV and radio: affidavit of broadcasting, invoice, script and mp3 must be submitted 

• Shows: photos of entire room and invoice showing date, size of booth and cost 

* TAXES NOT ELIGIBLE 

* DO NOT DEDUCT FROM PAYMENT 

Claim form is available on the dealer website or directly from the Marketing department. 

25

Branding Guidelines 

TERMS AND CONDITIONS 

The Napoleon ® 

brand is a valuable asset of WOLF STEEL LTD. Your use of the trademarks, trade names, service 

marks, logos or images of WOLF STEEL LTD (collectively the “WOLF STEEL LTD Marks”) contained in the Napoleon ® 

Branding Guidelines is limited to the use licensed in the agreement you signed with WOLF STEEL LTD. 

If a trademark license is not included in your agreement with WOLF STEEL LTD, you are prohibited from using the 

WOLF STEEL LTD Marks without the express written permission of an authorized representative of WOLF STEEL LTD. 

As a partner, you are required to comply with these Napoleon ® 

Branding Guidelines. It is essential that you ensure 

that all personnel responsible for producing ads, direct mail pieces and other promotional materials review them, 

understand them and implement them properly and consistently. 

Adherence to these Napoleon ® 

Branding Guidelines does not guarantee that WOLF STEEL LTD will provide cooperative 

advertising funds (“Co-op”). However, when requesting Co-op reimbursement, adherence to these Napoleon ® 

Branding Guidelines will help to expedite processing, approval and reimbursement. 

These Napoleon ® 

Branding Guidelines define consistent guidelines and standards for using the names, logos and 

imagery ascribed to the Napoleon ® 

products and services and applies to all advertising and promotional materials, 

regardless of their source of funding. 

26

Resources 

CONTACT / RESOURCE INFORMATION 

Wolf Steel Ltd. 

Napoleon ® Fireplaces & Napoleon ® Heating and Cooling 

24 Napoleon Road 

Barrie, ON, L4M 0G8 Canada 

705-721-1212 

Napoleon Appliance Corporation (NAC) 


Grills 

214 Bayview Drive 

Barrie, ON, L4N 4Y8 Canada 

705-726-4278 

Advertising Department 

Advertising Assistant 

705-726-4278 ext. 118 

advertising@napoleonproducts.com 

Sales Department 

Fireplaces: 

sales@napoleonproducts.com or 1-800-461-5581 ext. 315 

Grills: 

sales@nac.on.ca or 1-877-588-2220 

Heating and Cooling: 


To receive a usable copy of 

the co-op claim form, image/logo 

release & license policy or any 

other forms, please contact 

the Advertising Assistant at 

advertising@napoleonproducts.com. 

Dealer Website 

For dealer website access please contact: 

Fireplaces: 


Grills: 

sales@nac.on.ca or 1-877-588-2220 

Heating and Cooling: 


27

Advertising Kit 

PUBLICATIONS 


advertises and is featured in a variety of publications across North America on a corporate level. On a dealer 

level we encourage you to advertise locally to draw consumers to your store. With Napoleon ® advertising on a national level 

and our dealer advertising on a local level we are working together to promote the name Napoleon ® 

in the marketplace. 

Below are some of the magazines which Napoleon ® 

is seen in by millions of consumers within our target market. 

28


INTRODUCTION TO ADVERTISING 

Advertising in your community is an investment 

which will yield a positive return. It is needed in order 

to generate interest in your store, and ultimately 

grow your business. Creating awareness is extremely 

important! You must select which audience you wish 

to communicate your products to (target market) 

and then select which media vehicles will best reach 

that audience. 

These advertising choices should all be evaluated 

for their potential returns and re-evaluated after 

a program has finished. Certain factors must be 

considered when deciding which forms of media you 

wish to pursue: 

• Advertising reach 

SALES & ADVERTISING 

Advertising that is well-timed will generate the most 

traffic into your store when business opportunities are 

best and the relationship between your monthly sales 

pattern and advertising schedule will generally look... 

Not DOLLARS like this... SALES ADVERTISING 

DOLLARS 

SALES ADVERTISING 

MONTHS 

MONTHS 

• Advertising budget 

• Frequency of advertising 

• Geography 

• Seasonality 

But like this... 

When deciding on your advertising program, always 

remember estimated return should outweigh the 

DOLLARS 

SALES 

ADVERTISING 

advertising investment in the long run. Advertising 

and sales have a direct correlation... as one increases, 

so does the other. 

DOLLARS 

SALES 

ADVERTISING 

MONTHS 

PROFIT 

MONTHS 

PROFIT 

29


10 REASONS TO INCREASE ADVERTISING 

1. Regardless of whether business is good or slow, 

you have to get your share of whatever business 

is around. Cutting back your advertising puts you 

at a disadvantage at the very moment when you 

need an edge. Increasing your advertising gives 

you that edge. 

6. Remember how long it took you to get started? Once 

you build up a business you can keep it going with 

a consistent advertising program. But if you cut 

your advertising and lose your hold on the public’s 

awareness, you’ll find it’s much harder to build it up 

again. It’s sort of like starting all over again. 

2. In times of uncertainty, consumers are very careful 

and a little reluctant to spend. They want information. 

One of the main ways they get information about 

products, services, prices and values is from 

advertising. Either yours - or your competitors. 

3. Maybe you figure other retailers in your line are 

going to cut back their advertising, so it’s safe for 

you too. Right? Wrong. You’re in competition for the 

consumers dollar with every other retailer in town, 

no matter what he sells. People have only so many 

dollars to spend and if they don’t spend them for 

what you sell, they’ll spend them for something else. 

4. “Slow” times ahead? Perhaps, but there are more 

people working now than ever before. People will 

need and want goods and services and will spend 

for them. There is plenty of business out there. 

Your competitors will be bidding for their share - 

and yours. 

5. There are some factors you can’t control in 

the marketplace … rent, labor costs, price of 

merchandise and what the competition will do. But 

one thing you do control is your own promotion. 

Remember that advertising is not just a cost of doing 

business. It’s a proven sales tool that returns many 

times your investment in store traffic and sales. 

7. Your advertising is part of your sales force. Ads help 

pre-sell to the customer and help you close the sale 

faster. What saves you time saves you money. 

8. You say your customers know you, and for a while 

at least they’ll keep coming in even if you don’t 

promote. That’s partly true, but shortsighted. 

Remember families are moving in and out of town 

every month. So there’s a steady flow of customers 

out of your market, and a corresponding influx of 

new folks who don’t know you at all. Tell them 

about yourself. 

9. Here’s a hard fact to contemplate. Over any given 

period, a company that advertises below the industry 

average has sales that are below the industry average. 

10. Advertising is “news” - about products and services. 

Most shoppers look for this kind of news in the pages 

of the newspaper. In plush times, retailers often add 

radio and flyers to these media mix ... but when the 

going gets tough they concentrate their efforts in the 

newspaper because it provides an immediate payoff 

at the cash register. 

30


COPY THAT SELLS 

Your ads must create desire! 

To successfully sell your ads, you must get your readers to mentally picture themselves enjoying the benefits of your 

offer. You create desire for your offer when you relate facts to the basic human urges of your readers … and prove 

what these facts can do for them. Experts have found that there are certain emotions that can influence a decision 

to buy a product or service. 

• Love: People want to love and be loved. Your ads should tie the purchase in with the affection or well being of 

family or friends. When purchasing a service or product, a reader is attracted to symbols of success. If it brings 

prestige or increasing respect from one’s peers, it satisfies the desire of “belonging”. 

• Life: We all wish to prolong our lives. By appealing to the desire of safety, security and health, you strike a 

responsive “life” chord. 

• Comfort: Everyone wants comfort and they want to justify their purchases in terms of comfort. Suggest ways that 

can increase a reader’s sense of relaxation, convenience, etc. 

Also, by using the five basic human senses in your ads, you will increase sales: 

• Sight - use words that create pictures in the minds 

• Hearing - suggest pleasant sounds or, perhaps, no sounds at all 

• Smell - use words to conjure up pleasant scents 

• Taste - bring to mind delicious tastes that might be associated with your product 

• Touch - describe the feel of items such as ‘luxurious’, ‘soft as feathers’, etc. 

Your ads must get readers to act! 

A good salesperson, when they’ve shown the benefits of their offer, will ask the prospect to buy NOW. Your ads should 

try to close the sale as well. You have spent time and energy if you have composed your ad correctly. Don’t waste it 

by not asking your readers to buy. Give good reasons for the reader to buy. Visualize your prospect and direct your 

close at that customer. Simply ask the reader to take the action you want. 

Put these ideas to work for all of your ads. You’ll find they build the kind of “Sales Talks” that assist you in getting 

more business and more profits from your investment in advertising. (eg: Buy Now & save!) 

31


HOW TO PLAN SALES & ADVERTISING 

Radio 

Like television, radio stations must subscribe to a ratings service to find out how big their audiences are. Radio stations 

receive reports that detail the size of their audiences for specific demographic breaks. Radio advertising has a big 

advantage in that it has a high frequency of messages. Radio ads cover a large area quickly at a relatively low cost. 

By selecting when the ads will be played, you can determine who will be listening to them. Choose a time in which 

your target audience will be listening. Also, different radio stations appeal to different market segments, choose the 

appropriate one. Combining your ads with radio programs, on air contests and promotions, you can better attract the 

attention of your consumer. Radio ads aren’t easily avoided by radio listeners, making your message unavoidably heard. 

Negative features of radio ads are costs per ad, especially if the target consumer is not reached. 

Television 

TV ads hit the largest number of people of all the media vehicles. Visuals are the strong point of television, products can 

be in action. Television, like radio, can be targeted towards the target market by selecting the correct channel and show 

time. Certain programs on television may even revolve around your product, meaning the audience is already interested 

in the product. Television also has it’s drawbacks. An example is the high price tag per showing, as well, the possible 

inaccuracy of reaching your target market. Television stations know the size of their audience by the Nielsen ratings. 

Nielsen ratings is a television research giant who has attached the famous black boxes to a random sample of TV sets 

in the 30 largest markets, giving stations a fix on the size of the TV audience 365 days a year. You will hear TV ad sales 

representatives talk about ratings, shares, HUTs, and PUTs. All those terms can be translated into simple numbers like 

newspaper circulation figures. 

Newspaper 

Advertising in the local newspaper is the traditional way of communicating to potential consumers. The basic measure 

of a newspaper’s power as an ad medium is its circulation. It’s the easiest number to track (number of papers printed 

less returns); most papers certify their circulation figures. Newspapers are great for reporting on community events and 

tend to be shopping guides for local people. Local newspapers are easy to advertise in and tend to be less expensive 

than other media vehicles. Newspaper can pre-sell an item if advertised properly. Prices of newspaper ads can be 

controlled by the size of ad you chose to use and the frequency of insertions. 

32


HOW TO PLAN SALES & ADVERTISING 

Billboards 

Billboards, in the right location, will be looked at by thousands of people per day. A simple message should be placed to 

get your message across quickly. New billboards can change the look of a city and stand out as something new to look 

at. Since the billboards are seen by the entire population, you are not concentrating exclusively on your target audience. 

Also billboards are very expensive to create and maintain month-to-month depending on location. 

Online Advertising 

The Internet is not new anymore and has become the best place for information. Every store should have a webpage with 

e-mail to communicate to consumers. The web-page can pre-sell items simply by pictures and descriptions. The Internet 

is probably the cheapest media vehicle for the most exposure to consumers. The dealer locator on the Napoleon ® 

web 

site links directly to each of our dealer websites. All the information the consumer needs is on the Napoleon ® 

web site, 

and the locator directs the consumer where to purchase and gain more product information. Websites can be updated 

in an instant. Web site advertising is extremely popular. The Internet is becoming the first resource for consumers when 

they are looking for information on the products they wish to have. 

33


HOW MUCH SHOULD YOU SPEND ON ADVERTISING / PROMOTION? 

Check one of the three boxes for each of the four following questions. Then add the points together to get the total and 

compare your total to the guideline to determine your percentage of sales to advertising budget. 

1. I am in a location that has 

¨ High traffic 

¨ Average traffic 

¨ Poor Traffic 

(1 point) 

(2 points) 

(3 points) 

2. My store awareness in the marketplace is 

¨ High awareness (1 point) 

¨ Average awareness (2 points) 

¨ Low awareness (3 points) 

3. Amount of competition 

¨ Few competitors 

¨ Average Competitors 

¨ Many Competitors 

(1 point) 

(2 points) 

(3 points) 

TOTAL POINTS: 

4. My store has emphasis on price 

¨ Little emphasis (1 point) 

¨ Average emphasis (2 points) 

¨ High emphasis (3 points) 

GUIDELINE: 

4 points - approx. 3% to 4% of sales 



34

Budget Worksheet: 

MONTH: 

DATE AD SIZE MEDIA USED LOCATION OF AD AD COST AMOUNT SOLD 

FIRST DAY 

AMOUNT SOLD 

SECOND DAY 

Use this worksheet to determine important information to assist you in developing your advertising budget. 

Photocopy for each month to assist in planning your advertising. 

AMOUNT SOLD 

THIRD DAY 

TOTAL SALES 

$ 

35

Other Napoleon 

® 

Products 

Fireplace Inserts • Charcoal Grills • Gas Fireplaces • Gas Grills • Wood Stoves 

Hybrid Furnaces • Electric Fireplaces • Gas Furnaces • BBQ Accessories 

24 Napoleon Road, Barrie, Ontario, Canada L4M 0G8 

214 Bayview Drive, Barrie, Ontario, Canada L4N 4Y8 

103 Miller Drive, Crittenden, Kentucky, USA 41030 

7200 Trans Canada Highway, Montreal, Quebec H4T 1A3 

Fireplaces call: 705.721.1212 • Grills call: 705.726.4278 

napoleonfireplaces.com • napoleongrills.com 

Printed in Canada 

ADKIT 11/2013

LR-ADKIT-Napoleon-Branding-Booklet

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