June, 2006

Finding a New Way to Say “Thank You”

An in-store contest not only helps Williams Lumber celebrate 60 years of service to the community, it helps promote the company’s DIY business.

By Noelle Creamer

Thanking customers is a smart practice; there’s little doubt that a "thank you” goes a long way. Showing appreciation can also be an effective marketing strategy. Williams Lumber & Home Centers in Rhinebeck, N.Y., just launched a year-long program of giveaways to celebrate its 60th year in business and express thanks to its customers. The program may also serve to expand the company’s DIY customer base.

Williams Lumber sells lumber, hardware, tools, paint, lawn and garden supplies, house wares, clothing and pet supplies in four counties across the Catskills and Hudson Valley. It employs 300 associates and is managed by three of founder Stan Williams’ children.

In April, customers registered in Williams Lumber stores for a "Benjamin Moore Do-It-Yourself Home Makeover,” which includes up to 24 gallons of interior or exterior paint and various painting supplies (brushes, rollers, tape, etc.). Prizes for this contest have been donated by Williams Lumber’s suppliers. To register, customers wrote up to 60 words explaining why they deserve the home makeover. A local radio station promoted the event and read entries on air. The public voted for the contest winner at the company’s website (www.williamslumber.com); the winner was announced at the Rhinebeck location on April 29. The Williams Lumber website also features tips and tricks for painting, as well as other project information.

The program continues through the year with other prizes to be given to deserving members of the community.

Jeremy Stennett, advertising director for Williams Lumber, developed the program. "We wanted to celebrate the company’s 60 years of service by giving back to the community,” he explains. "But this program also helps us inform the community that we are more than just lumber for contractors.”

The program helps Williams Lumber target and expand DIY sales, Stennett says. "We can show DIYers that we have the same products they find at the big boxes, but we’re here in the community and have staff on hand to share expertise on any project.”

The company currently does approximately 70% contractor sales at its seven locations, according to Stennett.

Stennett is new to the LBM industry and thinks his youth and ad agency experience bring a new perspective to marketing at Williams Lumber. "It’s all about reaching the same audience, but better. Sometimes, it just takes a new concept,” he says.

Williams Lumber will give the community prizes throughout its yearlong celebration. Ultimately, the community will receive a better appreciation for the services and products offered by this long-time local business.