Tag Archives: Lumberyard

What the Pro Should Want From a Building Materials Manufacturer

23 Apr

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Know the pro and separate yourself from the competition

As a manufacturer of building products you provide solutions for the home owner that get delivered, installed, and most importantly sold by someone you don’t know.

Oh sure, you ‘know’ who the builder or remodelers are. You read the trade publications, you go to conferences, you subscribe to newsletters, heck you even have an analyst in the marketing department. But do you really know what that person needs from your company?

While you have spent all that money on your brand, your website, your amazing new iPad app, does it mean anything to the person down the channel? This person may be sitting across the dining room table, on the job-site or in the model home making purchasing decisions with the homeowner. What does it mean to them?

Many times, the professional builder or remodeler has the ultimate power over the homeowner and what are they armed with? Their own marketing materials. Maybe they use your brochure, but in the end people buy from people they know, like and trust. No one trusts a brochure or an iPad app.

As budgets become available now that the recovery is here, be sure to include all the stops on your sales channel. Remember to equip everyone with what they need to help the next stop on the channel. What your one-step distributer/dealer needs is very different from a two-step wholesale selling to lumberyards selling to the pro.

Make the effort to understand that pro. Research them. Sit with them at the table with the homeowner. Put the time in to see how they use your cool new gadgets vs what they are comfortable using. You might be surprised at the wide range of options you need to provide.

You also have to think about how your brand message is delivered. It is the last stop in the funnel. Think about how you enable the sales process to occur as easily as possible. Are you making it easy for the pro to sell your products?

Some thoughts to ponder as you really look at the customer that sells your products for you. Always keep them in mind. While not directly your customer, they are often not given the full access to the manufacturer to help them. Those that have figured it out, and there are many, are separating themselves from the competition.

10 Building Product Lumberyards You Should Follow on Twitter – Part 2

10 Apr

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Even more local lumberyards on Twitter 

Like I mentioned in Part I of my Top 10 Building Product Lumberyards You Should Follow on Twitter list, for many Twitter users, the hardest part is knowing who to follow so I’ve created a list. Here are the rest of my Top 10:

 6. Luedtke Lumber – @LuedtkeLumber

This Wisconsin-based lumberyard and hardware store not only has nearly 900 tweets, but utilizes text-based offers as well. While definitely more DIY than some, this lumberyard has grown to add more products and services beyond the traditional yard.

7. Bliffert Lumber – @BliffertLumber

Bliffert Lumber is another Wisconsin lumberyard that has millwork, hardware, decking as well as K&B. With over 800 followers and nearly 2,000 tweets, this company has integrated Facebook and Twitter to help promote specials and other customer information.

8. Mobile Lumber – @MobileLumber

While many yards are using Twitter for promotions and products, this Mobile, AL-based yard also utilizes it to recruit employees for all their locations in the Gulf Coast area. They have over 700 followers and are growing.

9. Star Lumber & Supply – @StarLumber

Closing in on 1,000 followers, this Wichita-based family owned yard utilizes many of its tweets to help educate and promote product knowledge and availability. In addition, they utilize their blog (blog.starlumber.com) for more in-depth product information.

10. Issaquah Lumber – @CedarExpert

As their Twitter handle implies, this Issaquah, WA yard focuses on cedar. As a family-owned Cedar Mill, they have nearly 2,000 followers looking for their insights on cedar products from decking to fencing and everything in between.

For even more lumberyards, check out my Twitter list at https://twitter.com/EltonMayfield/lumberyards. For a daily update from this list of lumberyards, subscribe to my daily paper: http://paper.li/EltonMayfield/1335936730.

The New Building Products Lumberyard

11 Dec

The new lumberyard

Marketers need to understand how lumberyards have changed and adjust to new needs

The past few years have been more than brutal for everyone up and down the building materials channel. We’ve all seen businesses close, friends out of work and everyone wondering when does this end?

For those fortunate to have survived it has required some changes. As a B2B marketer you’ve seen the skills needed change at a pace never seen in our careers. Tools that weren’t in existence 10 years ago are now key to our jobs.

So what about the local lumberyard? That staple of every town for the past 150 years has had to reinvent themselves. Gone is the typical “yard” that sells bunks and bunks of lumber only. Or the total house order. While those still occur, the progressive LBM dealers are evolving to add new product categories and have completely blown up the “showroom” concept.

Pick up a copy of ProSales magazine and half the stories are about an LBM dealer that is doing something unheard of 5 years ago. Recently the cover story was about Ganahl Lumber; they purchased an auto dealership in Pasadena, CA. Right there on the route of the Rose Bowl parade is a lumberyard. But not an old lumberyard. A true homeowner showroom with kitchen cabinets, flooring, and many other homeowner focused products.

  • Are you taking advantage of this dramatic change to the LBM?
  • Have you thought about your displays to ensure they will work in today’s LBM showroom?
  • What about retail packaging? Many LBMs are adding traditional retail racks with product sets just like a home center or local hardware store.

Recently, I had the opportunity to spend some time with the awesome folks at Gilcrest/Jewitt in Des Moines at one of their larger locations. This wasn’t an LBM – it was a full fledged home center. Not only do they have a full kitchen design center but many other products including an impressive Windsor Windows and Doors display. They have worked directly with Windsor to make their LBM showroom a destination and showcase the products for everyone involved in home construction.

G-J is a sixth generation lumberyard in the middle of Iowa. They’ve been through devastating fires and floods and are now at the forefront of a modern LBM with multiple locations across Iowa.

If you’re still thinking lumberyards are simply a pro lumberyard you’re missing a huge opportunity to drive your product positioning and merchandising with a key part of the channel. If you’ve not been in a modern LBM get out of the office and visit one now. You’ll be a better marketer for it.