Marketing workshop will build on Closets Conference keynote address
March 24, 2021 | 3:02 pm CDT

Marketing is fundamentally about storytelling," says Rich Harshaw, opening keynote speaker of the 2021 Closets Conference.

WEST PALM BEACH, Fla. – Rich Harshaw, opening keynote speaker for the 2021 Closets Conference, will also facilitate a workshop focused on how companies can more effectively market their products and services by identifying and capitalizing on their greatest strengths.

Harshaw is CEO of Level 10 Contractor, a consulting company that specializes with helping remodeling and home services contractors take their sales to higher levels by generating more and better-quality customer leads. He is also the author of “Unlocking Unlimited Lead Flow: A Blueprint for Remodeling & Home Services Contractors to Make the Jump to $10MM+.”

Harshaw’s marketing workshop will build on his keynote speech scheduled for 8 a.m. June 8 at the Palm Beach County Convention Center. The keynote will also be presented to attendees of the Wood Pro conference track.

“In the keynote I’m going to explain the concept of identity, which is all about how we are different, how we are better and what you can expect when doing business with us. Everything that you produce as a marketer can be pulled from that hub called identity.

“I’ll also introduce the audience to something called the trust pyramid. The trust pyramid is a triangle that I’ll divide with horizontal lines to create space for the five pillars of a company’s identity that include things like your products and services and how you treat your customers or what I call your bedside manner.  

“I’ll fill each of the sections with a bunch of examples,” Harshaw continues. “Then, here’s what will happen because I’ve seen it 300 or 400 times. Giant lightbulbs are going to go off above everybody’s head in the audience. And they’re going to go, ‘Wow! That actually makes sense. Now I see how I am deficient.’”

During the workshop, Harshaw will lead audience members through a personal exercise to fill out their own trust pyramid to arrive at a clearer understanding of their company’s identity and develop a set of unique talking points for their marketing.

“For example, in the bedside manner category, we might look at how our installer messed up on a closet job. Obviously, the customer wasn’t super thrilled about the way things came out. But when we offered to send someone out right away at our expense to correct the error, we made the customer happy. That story specifically speaks to our company’s integrity and we can put that story on our website as a blog post. We can create a video and put it out on social media. We can even write a radio or TV commercial about it.”

“Marketing is fundamentally about storytelling. So, what I do is help people understand what stories they need to be telling based on their unique identity and experiences. The biggest takeaway they’ll gain from attending the workshop is their unique identity pyramid that they can take back to their offices and use to make their websites more powerful and begin telling stories about why consumers should do business with them.”

About the Closets Conference & Expo and Wood Pro Expo Florida
The Closets Conference & Expo is the annual national event for closet and home storage professionals. It is co-located with Wood Pro Expo Florida (WPE), a regional marketplace for the woodworking professionals. The events are organized by Closets & Organized Storage and FDMC magazines respectively, each part of Woodworking Network. The twin-billing event is scheduled for June 8-10, 2021, at the Palm Beach Convention Center in Palm Beach, Fla.

The Closets Expo and WPE both lead off with a separate full-day conference on June 8, followed by the two-day expo, June 9-10, featuring woodworking machinery and supplies. Additional educational programming is offered on both days of the expo. Tours of local manufacturing plants and the popular Top Shelf Design Awards networking reception are also key components of the event.

For information about exhibiting, and sponsorship opportunities, contact Laurel Didier, publisher of Closets & Home Storage. For inquiries about WPE, contact Harry Urban, publisher of Woodworking Network. 

Additional Woodworking Network events
Wood Pro Expo Lancaster, Oct.14-15, 2021, Warehouse at the Nook, Lancaster County, Pa. -- Annual woodworking trade show and conference

Executive Briefing Conference (EBC) Sept. 8-10, 2021, The Broadmoor, Colorado Springs, Colo. -- Annual forecast of economic, technology and design trends for the North American woodworking industry.

Woodworking Machinery & Supply Conference & Expo (WMS), Nov. 4-6, 2021, International Centre, Mississauga, Ontario -- Canada's national woodworking show.

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About the author
Rich Christianson | President/Owner/C-Level

Rich Christianson is the owner of Richson Media LLC, a Chicago-based communications firm focused on the industrial woodworking sector. Rich is the former long-time editorial director and associate publisher of Woodworking Network. During his nearly 35-year career, Rich has toured more than 250 woodworking operations throughout North America, Europe and Asia and has written extensively on woodworking technology, design and supply trends. He has also directed and promoted dozens of woodworking trade shows, conferences and seminars including the Cabinets & Closets Conference & Expo and the Woodworking Machinery & Supply Conference & Expo, Canada’s largest woodworking show.