6 tips to market your business: WOOD 100 Strategies for Success

Targeted marketing, online promotions, design competitions and networking are just some of the ways the 2018 WOOD 100 companies keep business cooking when it comes to promoting their products and services. This year's WOOD 100 class includes cabinetry and closet manufacturers, residential and office furniture producers, cabinet and casework manufacturers, architectural woodworkers, store fixture manufacturers, wood component manufacturers, closet companies and more.

Photo: Northland Woodworks

Northland Woodworks Inc., Blaine, MN —  2017 sales grew 18.8% and look to be even better in 2018 for the custom manufacturer of traditional and contemporary residential cabinetry.

According to Matt Krig, vice president, the cabinetry firm is “delineating a growth plan which includes the exact type of work we want to do based upon industry trends and market research. We’re also evaluating and zeroing in on clients and projects that are a perfect fit,” Krig added.

A winner of numerous awards, including most recently a Wood Diamond Award by the Cabinet Makers Assn., Northland Woodworks is also focused on improving productivity. The company recently invested in a zero glueline edgebander, and is researching robots for a possible future purchase, along with a 3D printer scheduled for 2018.

More Top Marketers

Cabinet Solutions Inc., Hickory, NC
A focus on online promotion and marketing, including search engine optimization on Google contributed to a 25.0% growth in 2017 for the cabinetry and components manufacturer, said James Robinson, owner. The company also offers a free cabinet design service and Pro Partner Program.

Canary Closets and Cabinetry, Union, NJ
“Improved ordering, a more defined product line, an online design tool from Closet Pro and fast service,” have helped the closets and cabinetry firm grow 17.7% said President John Canary. Canary, which also uses Allmoxy for online ordering, also invested in a Balestrini miter door machine, Busellato CNC router and SCM dowel inserter as it plans for future growth.

General Woodcraft Inc., New London, CT
2017 sales grew 13.6% for the maker of architectural hardwood rain screen siding and decking. “We updated the architectural drawings for various wood rain screen applications, sent information to the architecture and design communities, and increased our information and presence online,” said Chris Nolan, COO.  The firm also added  a dovetail moulder to aid production.

Interior, Exterior Designs Inc., La Habra, CA
The firm produces custom cabinetry and millwork for the kitchen and bath, home office, laundry, closet and other rooms. “We do a good amount of social media, but at the end of the day, every year 80% of our business is from repeat clients or referrals from them,” said Leon Williams, owner and designer.

Red Star Cabinet Co. Inc., Farmingdale, NY
“We do not advertise and all our business is word of mouth or referrals. We pride ourselves on creating lasting relationships with our customers,” said Robert Edelbach, vice president at the cabinetry manufacturer.  2017 sales grew 32.0%, and also that year the  firm relocated to a larger facility and added new machinery, fabrication areas “to offer even faster order fulfillment.”

The 2018 WOOD 100 is sponsored by Pollmier Inc.

Read more 2018 WOOD 100: Strategies for Success
Marketing Initiatives
Go-to-Market Strategies
Business Strategies
Productivity Enhancements
Technology Integration
Product Innovations
Customer Service
Return to WOOD 100 main page
Read the special 2018 Leadership issue of FDMC online


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About the author
Karen Koenig | Editor

Karen M. Koenig has more than 30 years of experience in the woodworking industry, including visits to wood products manufacturing facilities throughout North America, Europe and Asia. As editor of special publications under the Woodworking Network brand, including the Red Book Best Practices resource guide and website, Karen’s responsibilities include writing, editing and coordinating of editorial content. She is also a contributor to FDMC and other Woodworking Network online and print media owned by CCI Media. She can be reached at [email protected]