For an LBM dealer such as Arnold Lumber Company that’s been around since 1911, it would be easy to simply do what’s in its comfort zone. Instead, the family-owned operation out of Rhode Island has embraced the innovate-or-die philosophy in a unique and innovative way: a YouTube video show entitled “Breaking Ground.” Part marketing piece for the LBM dealer, part promotion for its builder customers, and part product showcase, the video series is positioned to show Arnold Lumber as a leader in its market while simultaneous marketing the builders who participate in production.
Thom Cafaro, director of sales and marketing, was recently brought on to reinvigorate the company’s marketing efforts, and he explained how “Breaking Ground” came to be. Just this past December, he explains, the marketing department was tasked with the mission of not just gaining market share but amping up marketing in new ways. “Not just the typical flyers and newspaper ads, but what can we do that really shows us in the light of what we really are and how we can provide a unique service,” Cafaro says.
Arnold Lumber had already been experimenting with video for social media, using the services of a local video production company to create short reels, so video wasn’t an alien concept to them. “We started to strategize about what if we didn’t hold back and instead put in all the production, with dual camera shots, good post production and graphics, drone shots—the whole deal to make it a show? What would that take?”
Thanks to Arnold Lumber’s relationship with the third- party video company, they had already learned that they wouldn’t need to purchase scads of expensive cameras and production gear or hire a video producer—these were assets that could be provided by the video company.
Arnold Lumber has been an LMC Dealer since 1999