A typical homeowner wouldn't consider tackling the installation of a new home heating system. However, if his water heater needs to be replaced, that same homeowner might be tempted to do the job himself. Why not, right? Wrong.

Contractors and plumbing professionals understand only too well about the dangers that such a scenario can create. Homeowners, however, don't, and, in the spirit of saving money, they may visit their local home center and decide to try the do-it-yourself route. Therein lies the problem.

Bradford White Corporation, an internationally recognized manufacturer of gas and electric water heaters, is taking a no-holds-barred approach to this situation.

In a recent, nationwide advertising campaign, Bradford White took its cause to the public on the pages of USA TODAY, Time, Newsweek, Bon Appetit, Esquire, Southern Living, U.S. News & World Report, Sports Illustrated, and other prominent publications. The message is clear—when it's time for a new water heater, call a plumber!

"We only sell our products through the wholesale channel," explains Fred Vattimo, Bradford White's Director of Marketing. "We believe that it is not only a good business decision, but it also assures us that installations of our products will be done professionally and safely, by licensed contractors."

The issue of safety is huge. In its ad, Bradford White Corporation cites the dangers of improper handling of gas and electric fuel sources, as well as the trouble substandard venting or inadequate combustion air can cause. It's a wake-up call that consumers are heeding.

Since the ad first hit the newsstands, the phones of plumbing contractors from coast-to-coast have been ringing and water heating unit sales are strong at Bradford White. Touted as "the plumber's water heater," Bradford White products undergo extensive development and testing processes in the 6,000 square foot corporate lab located at the Middleville, Michigan, facility.

"Our drive is to continually create products that consumers will prefer," explains Vattimo. "We're designing products by anticipating the needs of the market and creating products for the future. We design and build products that offer features such as brass drain valves, factory-installed nipples, and high-input gas models, as well as the Hydrojet® total performance system. Best of all, our products provide all of the extra features and benefits that a professional would expect, at no extra cost."

Their strategy is working. Bradford White water heaters are fast becoming the preferred choice of consumers. In the past eight years, while the industry has only experienced a 15 percent growth in sales, Bradford White has quadrupled its market.

Currently, the company is in the process of expanding its manufacturing facility, as well as its distribution of residential products, and is expanding its line of commercial water heating products.

"We're working to serve our customers better," notes Vattimo. "The faster we can fill an order means the less product a wholesaler has to stock. This means wholesalers can turn inventory more quickly, with less out-of-stock conditions, and therefore be a better supplier to their customers—the professional plumbing and heating contractors."

He continues, "Boosting our production and delivery is yet another way that Bradford White gives wholesalers the edge. We value our relationships with customers, such as Northeastern Supply, who place a high importance on their ability to provide plumbing and heating professionals with outstanding products, pricing, and service. We see Northeastern Supply as a dynamic company with great growth potential, and feel it's our duty to help them succeed."

With gutsy advertising, forward-thinking product development, and outstanding customer support, Bradford White has set the industry standard for uncompromising loyalty and dedication to the plumbing and heating contractor trade. They've drawn attention away from the home center and retail store competition with a simple message—"Do the smart thing—call a plumber."