WOOD 100 Strategies for Success 2013: Go-to-Market Strategies

By Karen Koenig | Posted: 09/08/2013 9:09PM


Vaughan-Bassett, 2013 WOOD 100

Vaughan-Basset, Galax, VA — Placards, posters and other media help promote the company’s commitment to manufacturing in the USA. Considered the largest U.S. manufacturer of wooden adult bedroom furniture, Vaughan-Bassett in fact helped spearhead the resurgence of residential furniture manufacturing in America. Read more about Vaughan-Bassett's marketing strategy.

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Marketing & Investment Strategies of the WOOD 100

Help your wood products company grow by utilizing the proven strategies from the WOOD 100. A panel of experts from Wood Products' WOOD 100 share their tips and techniques for: marketing and social media, improving productivity, and customer service.

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The Maui Closet Co., Kahului, Maui, HI
Online marketing efforts, including blogs and testimonials, have helped the organizational products manufacturer improve its customer contact — and profit margins, says President Debra Finkiewicz.

Walker Woodworking Shelby, NC
Networking, quality and service have helped the high-end cabinet firm obtain and retain customers. It has been featured on Houzz, is a member of the NKBA and BBB and has ties to many local businesses. New equipment, including a Brandt edgebander, has also helped improve productivity, says President Travis Walker.

Wellborn Cabinet Inc., Ashland, AL
Wellborn’s innovative ways to attract customers helped it to grow sales 11.2%. These include Dream Kitchen Makeover contests and its partnership with HGTV to provide products for Dream Homes. In addition to cabinetry at three price points, offerings include storage solutions and freestanding bath furniture, says Angela O’Neill, director of marketing. A new nesting router also helped improve productivity.

Neil Kelly Cabinets, Portland, OR
The first to produce a Declare-labeled cabinet collection, Neil Kelly’s Naturally Northwest allows consumers to view the “ingredients” used in the products. “This program has the potential to effect real change in consumer behavior,” says Mark Smith, president.

Oakwood Veneer, Troy, MI
A revamped website makes selections easier for customers, plus the firm will continue to grow its social media presence, says Ezra Drissman, marketing director.

Schuler Cabinetry, Oakbrook, IL
Schuler expanded its cabinet brand into virtually all of Lowe’s U.S. stores, with 900 additional stores outfitted with Schuler selection centers and/or display vignettes.

Read more 2013 WOOD 100 Strategies for Success

click image to zoomWOOD 100: Fast-Growing Wood Industry FirmsSee the list of fast-growing woodworking firms.


About the Author

Karen M. Koenig

Karen M. Koenig has more than 25 years of experience in the woodworking industry, including visits to wood products manufacturing facilities throughout North America, Europe and Asia. As Editor-in-Chief of Woodworking Network magazine (formerly Wood & Wood Products), Karen’s primary responsibilities include spearheading the writing, editing and coordinating of the editorial content of the publication, along with the Red Book resource guide and the Red Book online source and supply directory (RedBookOnline.com). She is also a frequent contributor to other Woodworking Network online and print media. She can be reached at kkoenig@woodworkingnetwork.com or Google+.

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