WOOD 100 Strategies for Success 2013: Marketing Initiatives

By Karen Koenig | Posted: 09/08/2013 9:24PM

 

Miles Enterprises, 2013 WOOD 100

Miles Enterprises Inc., Glen Burnie, MD — A designer and fabricator of high-end residential cabinetry and woodwork, Miles Enterprise already had a “strong reputation for quality, and for bringing resolve to difficult projects,” when it found itself going a step further in order to grow business during and after the worst of the recession. Read more about Miles' marketing initiatives.

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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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AIC Millworks LLC, Tampa, FL
Sales for the architectural millwork firm grew 30.5%, due in part by reducing the cost and time to produce its LuisLynzie brand of architectural products. In addition, “LuisLynzie will be launching a new website and branding campaign in the fourth quarter of 2013. Our marketing will aggressively target distributors,” says Owner Charles Combs.

Reborn Cabinets, Anaheim, CA
Improved operations, says President Vince Nardo, helped the cabinet and refacing products maker’s sales grow 19.6%. “We have also made significant investments in our marketing programs to increase our growth,” adds Anthony Nardo, CFO. “Increased growth coupled with increased efficiency in manufacturing will lower our COGS and our direct costs. This will increase our overall profit margin.”

Elias Woodwork, Winkler, MB
Osborne Wood Products, Toccoa, GA

Since 2012 the two wood components manufacturers have partnered to offer themed collections featuring Elias’ cabinet components matched with Osborne’s corbels, mouldings and more. The collections are available from both companies for ease of ordering, says Elias Woodwork’s Jeremy Funk and Osborne Wood Products’ Christian Smedberg.

Ashley Furniture, Arcadia, WI
The residential furniture company is an expert at growing public awareness and goodwill. Among its efforts, Ashley for the Arts promotes the works of artists and musicians, and helps raise funds to support community programs and efforts.

The Closet Guy, Beverly Hills, CA
“I continue to market The Closet Guy Inc as a company that manufactures and installs a very high quality product at a reasonable price. We are never the lowest price or the highest, just the best quality products available in our market,” says President Michael Mueller. Sales grew 9.8% in 2012.

Masterwrap Inc., Lexington, NC
For the profile-wrapped components maker, sales growth of 20.9% can be attributed to the success of its customer-supplier-manufacturer relationships. “Suppliers have become as important as customers with regards to internal scheduling and satisfying the required demands for on-time shipping,” notes Rick Bullin, sales manager.

Canyon Creek Cabinet, Monroe, WA
Well known for the sustainability of its products, as well as its manufacturing, quality and energy conservation efforts, the custom frame and frameless style cabinet firm has been the recipient of numerous awards and recognition. Earlier this year, Canyon Creek also was recognized as one of the top 20 manufacturers in Washington.

Architectural Concepts, Jonesboro, AR
As part of its growth strategy, ACI committed to a more-aggressive mindset that involved online services, cold bidding and tenaciousness in closing the sale. “Instead of just bidding jobs and waiting for them to call, we call them and just hammer away,” says CEO George Stem. The theory is once contractors are clients, they can be turned into repeat customers.

Maine Wood Concepts, New Vineyard, ME
Entrepreneurship and some risk taking have helped the wood turnings and industrial components firm thrive. The added success of its Fletcher’s Mill brand of gourmet kitchen products has resulted in 40 new jobs at the firm, which is owned by Doug Fletcher, Jody Fletcher and Gary Fletcher.

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.


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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 Wood Products (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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