American Lumber is honored to receive the 2010 ProSales Excellence Award, "the most prestigious award in the construction supply industry".
"The 2010 ProSales Excellence Award winners exemplify the smart, innovative, creative thinking that’s taking place at America’s best construction supply companies even as we suffer through the worst housing market in decades," said Craig Webb, editor, ProSales magazine.
"The judges were impressed by how well-conceived American Lumber's marketing campaign was, as simple and forthright as the message might seem," added Webb. "Its research showed that, these days, the lumberyards that lie at the heart of American Lumber's customer base value the ability to buy in smaller quantities. By declaring 'We want your small orders,' American Lumber emphasizes capabilities that make it special, and speaks to the relevant business needs of the times. Adapting both message and service to the changing business environment helped American win the Excellence Award."
Small orders are more challenging to execute. There is no question that a stocking distribution wholesaler's efficiency is greatest when it comes to stocking orders shipped in original mill packs. But it makes sense for many dealers at least some of the time, because set against the additional cost is the efficiency of just-in-time, just-as-needed ordering, as well as improved cash flow. We are determined to help our customers get through the worst downturn since the Great Depression, and we have the ability to service small orders because we have a built-in competence at servicing custom orders of all sizes. What many dealers need right now is the ability to outsource more of their warehouse function, and American Lumber wants to be their first choice for that. That is the reason for this ad campaign.
"The ProSales Excellence Awards honor outstanding achievements in construction supply in showroom design, facility design, technology, marketing and customer service, advertising, and Web sites. The awards program honors business leaders whose creativity and ingenuity have not only improved and reinvigorated their own companies, but also set new benchmarks for service in the entire industry."
We thank The James Group for their assistance in crafting the winning campaign.
