In a sea of choices, sometimes what you really need is a lifeline. For Ferguson Enterprises, a customer's lifeline is the sales consultant, so the company built a campaign around its consultants that spans several media platforms, winning plaudits from the judges for the ad's clever concept and...
Advertising can't change minds," says Josh Kaye, marketing director at American Lumber. "Instead we asked, 'What truth about American Lumber do customers most need to hear?'" The result was a slogan that says a lot about American Lumber in just five words: We Want Your Small Orders.
In the Marketing/Customer Service category, three companies won honorable mentions: A broad-ranging sustainability initiative, a comprehensive customer training program, and a logo campaign. All used creative ways to show their value to pro customers.
In the Marketing/Customer Service category, three companies won honorable mentions: A broad-ranging sustainability initiative, a comprehensive customer training program, and a logo campaign. All used creative ways to show their value to pro customers.
In the Marketing/Customer Service category, three companies won honorable mentions: A broad-ranging sustainability initiative, a comprehensive customer training program, and a logo campaign. All used creative ways to show their value to pro customers.
In the Pacific Northwest, talking about going green can be an invitation to a fight.
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Let's get this straight: Parr Lumber is, and intends to remain, a pro-oriented building materials dealer.
When Peter Brnger sat down to develop a business plan for his company early in 2004, he decided to focus in part on continuing education for his core contractor customers.
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A little guidance is never a bad thing. Offering that guidance through a series of professional builder seminars has helped Berkeley, Calif.-based dealer Truitt & White Lumber increase sales and secure customer loyalty.
In southeast Michigan lumber circles, Woody Gutherie is a pretty well-known face. And when he doesn't make an appearance at his usual venues, people call. That's how popular Gutherie Lumber's blockheaded woodman with the cigar-shaped nose and big smile is with the Livonia, Mich., company's pro...
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In launching a new business model based on the long-established pro-dealer formula, The Remodeler's Choice (TRC) wanted its customers to know the company was in no way taking on a one-size-fits-all approach.
Jack O'Trade–christened by a JAY-K employee–was life size and dressed in contractor duds, leading some citizens to think he was a live human being perhaps stranded on the billboards. Jack first appeared in late December 2005, and soon after, Dean Kelly, owner and president of JAY-K, got a phone...
Lots of LBM dealers' television ads look cheap, creating little doubt in the viewers' minds that the commercials were produced locally on a shoe-string budget. Rick Lierz, general manager and co-owner of Franklin Building Supply, set out to do something different.
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Turn on the television or open a newspaper in Jay, Plattsburgh, or Malone, N.Y., and you're bound to see one of the many faces of Ward Lumber. Whether it's president Jay Ward in his Saturday sports column, an employee in a TV ad, or the dealer's mascot Woody the Woodchuck on ice skates at a local...
ORCO Construction Supply continues its no-holds-barred marketing campaign with a high-end gift aimed at top customers.
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To improve its customer service, Zeeland Lumber started from within.