The James Group

Branding Agency/ Full-service Advertising Agency

News And Events

American Lumber campaign honored with prestigious industry award

American Lumber has been awarded the 2010 ProSales Excellence Award, “the most prestigious award in the construction supply industry” for the “WE WANT YOUR SMALL ORDERS” campaign, conceived of and developed by The James Group.

“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.”

In 2009 The James Group was hired by American Lumber to reposition the 90-year-old brand and help reclaim their position atop the lumber wholesale industry. Following the extensive research and positioning phase, the “WE WANT YOUR SMALL ORDERS” campaign was launched in print, online, direct mail and tradeshow environment.

Since the campaign started in the fall of 2009, the number of small orders processed by American Lumber has increased by 20%.

Read the full release.

This entry was posted on Friday, November 19th, 2010 at 6:57 pm and is filed under Press Releases. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.