Targeted marketing, online ordering and promotions, celebrity spokespeople, social media and increased networking opportunities are just some of the ways these 10 WOOD 100 companies keep their names and brands at the forefront of customers' minds. What follows are some of the strategies put in place by cabinet and casework manufacturers, residential and contract furniture producers, wood component manufacturers, closet and home organization providers, architectural woodworkers, store fixture manufacturers, and more.

Now in its 31st 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 to grow their businesses. Here's what some of them had to say about their marketing strategies:

Reborn Cabinets, Anaheim, CA —  With many homeowners focused on remodeling, sales at the cabinetry manufacturer rose 10.8% in 2019, with projections looking “excellent” for 2020 and 2021, said Anthony Nardo, CFO.

A full-service kitchen and bath provider specializing in refacing, Reborn Cabinets manufactures custom cabinets as well as cabinet refacing systems. 

“We focused our operations team on efficiency, paying attention to metrics in all operational areas such as turn times,” Nardo said. “We also focused our marketing efforts in some expanded areas that will significantly increase our growth into 2020 and 2021.”

Reborn Cabinets has eight locations to service the needs of customers in California, Nevada and Michigan.  The company was recently named – for the fourth time – on the Inc. 5000 list of fastest-growing private companies in America.

Brown Wood Inc., Lincolnwood, IL —  “If it’s made of wood, we can make it,” said Kathryn Constantine, vice president at Brown Wood Inc. The company supplies both stock and custom wood components to manufacturers, specializing in products for the kitchen and bath cabinetry and furniture markets.  Other areas include OEM components, retail and display fixtures as well as advertising specialties.

The company’s sales rose 9.9% in 2019. “We invested heavily in SEO and in our website,” she said. “Customers need information at the tip of their fingers and require fast response time. Our ability to chat with our customers in real time has been an integral part of our success.

“Connecting prospects with knowledgeable salespeople before the quote process has even begun speeds the process and ensures a more accurate quote.”

More marketing ideas that work

McCall Cabinetry & Millwork Inc., Woodsboro, MD
Owner Rick McCall credits the power of the web and social media, specifically “advertising on Google and Facebook,” for helping drive sales up 10.5% in 2019. The company manufactures kitchen cabinets, vanities and built-ins, as well as tables, furniture, doors and panel systems, as well as ADA-compliant versions.

Craftsman Specialty Products Inc., Delta, BC
A provider of outsourcing services, the company manufactures a variety of products, including cabinets, dovetail drawer boxes, furniture and building components, as well as large-run cutting board mills, to spec as well as its own designs. ”Our online custom cabinet website has become our largest contributor to our company’s success,” said Richard Wilson, president. “We have disrupted an industry and will continue to funnel as much of our offerings through the web to provide a unique solution to our industry’s biggest challenge – skills shortage.”

Closet America, Landover, MD
“Over the last year, Closet America has experienced a significant sales expansion,” said Tim Brooks, marketing manager. “That’s due to our consistent (and continued) dedication to customer service, as well as broadened and increased marketing efforts. All of this has played a key role in the company’s continued growth and success.” 2019 sales for the home organization specialist grew 4.5%

Duval Fixtures Inc., Jacksonville, FL
At the custom cabinetry and millwork shop where sales grew 29.5%, “there is always room for improvements,” said Corey Dawson, owner/VP.  “We are constantly reviewing our business strategies and brainstorming ways to be better.” The focus for fiscal 2019 and 2020, he said, is on: “1. Simplify processes by creating a systematic approach to all facets of the business for consistency and repeatability; 2. Invest in a formal marketing strategy for increased brand recognition and awareness; and 3. Intentional focus on quality control, to make sure that our work always represents our company to the highest standard.”

Elias Woodwork, Winkler, MB
The company’s revamped website is “a key component in our marketing strategies and aligns our digital platform more closely with our future goals and branding,” said Jeremy Funk, marketing manager.

La-Z-Boy, Monroe, MI
La-Z-Boy launched its “One Million Thanks” campaign to honor the sacrifices of frontline healthcare workers throughout the COVID-19 pandemic. By tagging pictures and videos with #OneMillionThanks, the campaign aims to create an online show of support for healthcare workers.

Vanguard Furniture, Conover, NC
The residential furniture provider launched a 3D visualization tool that allows customers and designers to view products in its custom casegoods and furniture from multiple angles prior to ordering.

Showplace Cabinetry, Harrisburg, SD
In 2019 the cabinetry firm launched a design contest for sales and design professionals employed by authorized, independently-owned Showplace dealerships, with entries judged by a national panel of design pros.

Read more 2020 WOOD 100: Strategies for Success

Marketing Initiatives

Business Strategies

Productivity Enhancements

Technology Integration

Product Innovations

Customer Service

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