WOOD 100 Strategies for Success 2014: Marketing Initiatives

WOOD 100 Strategies for Success 2014: Marketing InitiativesOrganization is key to developing an effective marketing plan. Whether it’s growing their own businesses, or helping franchises market theirs, these WOOD 100 firms are experts at promoting their goods and services.

Organizers Direct, Scottsdale, AZ — While it can be challenging enough to market your own business, it takes a special skill set to help dealers also market theirs. A supplier of custom cabinetry and home organization systems since its inception in 1995, Organizers Direct markets its products and design services through a network of qualified dealers. Read more about ORG's marketing strategy.

Tischlerei Fine Woodworking LLC, Salina, KS — The future is bright for Tischlerei Fine Woodworking. A manufacturer of custom cabinetry and millwork, the company sells its products through kitchen and bath dealers in the Midwest. Read about Tischlerei's strategy and how it grew 133%.

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WW Wood Products Inc., Dudley, MO
“We focused on bringing in-demand products to our customers and expanded our product lines to capture more of the overall market,” says Ken Carmode, vice president of sales & marketing of the firm’s 20.1% sales growth. WW Wood manufactures cabinetry for any room in the home, under the Shiloh, Eclipse and Aspect brands.

Barbosa Cabinets Inc., Tracy, CA
The residential, multi-family and commercial cabinet and countertop maker attributes its 44.9% sales growth to diversification. “We diversified into other cabinet and countertop markets as well as expanded our area of influence,” says President Ed Barbosa. With new frameless-related equipment enhancing production, 2014 sales also look bright.

Premium Woods LLC, Lincoln, NE
Communication between customers, vendors and staff has been key to obtaining and retaining business, says Bob Long, president of the laminate and wood casework firm. “Implementing systems that create uniformity,” he adds, also “increase customer satisfaction and a better work environment.” Sales grew 18.4% in 2013 and look to be even better in 2014 with key purchases including a Giben edgebander and Gannomat drilling/insertion machine.

Ethan Allen, Danbury, CT
The residential furniture company promoted its international locations by showing at the prestigious Maison y Objet trade show in Paris in 2013, and also by launching a European website.

Allied Cabinet Corp., Ladysmith, WI
2013 sales for the custom cabinetry and built-ins manufacturer grew 3.1% as the firm “concentrated on marketing using a variety of media” to maximize its customer reach, says President Anthony Lichwa. “Great customer service,” keeps them coming back.

Capitol Closet Design, Vienna, VA
“We have targeted a select market focusing on dressing rooms and specialty wardrobe systems,” says Larry Nordseth, president. The high-end closet and home storage systems firm also hired “new key craftsmen that are focused on custom cabinetry and fine furniture style quality,” he adds. Sales jumped 57.2% in 2013, and look to grow even more, with 2014 purchases of Scm edgebander and CNC router adding productivity.

Leidy’s, Chambersburg, PA
The custom cabinet firm’s acquisition of a nearby shop enabled it to expand as well as “have a showroom where we can bring in customers to look at the products and options that are available,” says David Leidy, president.

Drawer Box Specialties, Orange, CA
DBS launched a stocking inventory program of pre-cut component parts. “We are not looking to build cabinets, just to assist our customers by providing value-added components,” says Mike Taylor, president of DBS and States Ind.

Advanced Cabinet Sys., Marion, IN
The fixture and casework firm markets its ability to handle national accounts, plus its fast turnaround, enabling it to obtain contracts with Sir Speedy and other large firms.

The Closet Guy, Beverly Hills, CA
A manufacturer, designer and installer of custom closet and home organization systems, President Michael Mueller said the firm has stopped “competing against the larger closet companies at their level of quality,” and installs only Panolam or Roseburg panel products and Hafele hardware. “This has led to better projects as well as a final installed product that is far better than the competitor’s,” he adds. The strategy has paid off, with 2013 sales up 15.8%, and 2014 sales also looking good.

Bellmont Cabinet Co., Sumner, WA
Formerly known as Pacific Crest Industries, Bellmont Cabinet markets its eco-sensitive manufacturing processes and social responsibility to customers. Its efforts were a success, with 2013 recording a jump of 75.0%, says Tyler Bell, vice president of sales & marketing at the custom cabinet firm.

MityLite, Orem, UT
The hospitality furniture maker rebranded itself, including a new logo, website and tagline, “MityLite, Durability by Design.” “From a strategic standpoint...it was time to go bold with a new look for the company,” says Spencer Posey, vice president of marketing.

Leedo Cabinetry, Stafford, TX
The cabinet firm has gained success specializing in multi-family housing, targeting projects of 50 or more units. According to Ken Hirshman, president & co-owner, the company expects to manufacture and ship more than 7,000,000 cabinets in 2014. It will be the “third consecutive year with more than 30% growth, year over year,” he adds.

Read more 2014 WOOD Strategies for Success


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