Sponsorships, rebranding, website revamps, and TV promotions are just some of the ways these 2024 WOOD 100 manufacturers keep their companies at the forefront of customers' minds.
Now in its 35th year, the WOOD 100: Strategies for Success highlights the innovative as well as tried-and-true initiatives put in place by 100 North American wood products manufacturers of cabinetry and casework, furniture, closets and home organization systems, architectural woodwork/millwork, retail fixtures and other items, to improve their businesses.
Here's what some of them had to say about their marketing strategies:
Genesis Products Inc., Goshen, IN
The laminated panel and component manufacturer is on the fast track in the industry — literally. Among its promotional efforts, it recently signed a partnership with IndyCar Driver Santino Ferrucci of AJ Foyt Racing.
Genesis also made news in 2023 with the acquisitions of BHK drawers and Funder America. “With the addition of Funder to the Genesis Products lineup last year, we now transform every type of decorative laminate into components for residential kitchens and closets, along with case goods for hospitality, office, and healthcare,” said Scott Flom, senior marketing manager.
A driver of innovation, Genesis also recently developed three new trend-forward decorative TFL design collections for its woodgrains and solids product lines, in addition to a proprietary plywood core, EverPly, and a soft-touch finish, EverMatte, he said.
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Cardinal Woodcraft, Elmira, ON
Sales projections are good for the high-end custom solid wood furniture manufacturer. Aiding the effort, “We updated our website to better represent the higher end furniture that we provide,” said Galen Weber, production manager. “This has attracted significantly more high-end furniture retailers and designers.”
Treely Doors, Fargo, ND
Owner Austin Becker credits “branding our doors under the Treely name,” with helping spur sales. “Up until this point we were selling as a ‘custom door manufacturer,’” he said. “Establishing a brand and using this in marketing efforts has helped tremendously in entering new markets and overall sales.” Projections for 2024 and 2025 are good.
La-Z-Boy, Monroe, MI
The residential furniture maker’s national marketing campaign, “Long Live the Lazy” includes a 30-second spot highlighting the comfort of its furniture, digital and social advertising. “La-Z-Boy is focused on reaching a broader set of customers by showing we understand the role our transformational comfort plays in their day-to-day lives,” said Christina Hoskins, VP, chief marketing officer.
Jewett Farms + Co., York, ME
The custom cabinet manufacturer has a high-visibility showroom in the Boston Design Center, with a variety of kitchen displays to showcase the breadth of what the shop can do and at the same time inspire people to help them develop their dream kitchen. It has been so successful that the company plans to open another showroom in New York, said Olivia Lord, marketing director.
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