Crafting a Compelling Brand Promise for the Building Products Industry
by Todd London
What you'll discover
when watching Todd's story
- Understanding the customers’ intrinsic drivers and pain points is crucial for building an effective go-to-market strategy.
- Social media platforms like LinkedIn and YouTube are powerful channels for reaching and engaging with target audiences in the building products industry.
- Consistently creating authentic and helpful content is more important than flashy marketing when working with a limited budget.
- A company's brand promise is often more important than the products in driving customer loyalty and differentiation.
- Metrics matter, but it's essential to balance short-term marketing tactics with long-term branding strategies.
- Effective product marketing should focus not only on product features and benefits but also on how the product helps customers grow their businesses.
- A.I can be a valuable tool for enhancing marketing efficiency, but it should not replace the human touch in content creation.
Meet Todd London - Senior Vice President of Sales and Marketing @ Sherwood Lumber
Todd London is the Senior Vice President of Sales and Marketing at Sherwood Lumber, a wholesaler of building materials and provider of value-added services, including just-in-time truckloads, mill direct shipment, forward pricing, risk management, technical support, and superior handling from company-operated facilities.
At Sherwood Lumber, Todd leads his team of over 100 professionals who are responsible for driving demand and growth, enhancing customer experience, and growing market share.
Todd has a proven track record of delivering results and creating value for stakeholders.
He achieves such a feat by helping customers understand the value of the company’s products and services beyond just features and benefits.
Moreover, Todd emphasizes the importance of building an emotional connection with customers and telling a compelling brand story.
Under Todd’s leadership, Sherwood Lumber has successfully utilized social media platforms to engage with the business’s target audience of contractors, builders, and dealers.
Finally, Todd is a firm believer in encouraging his team to spend time in the field, talking to customers, and gathering insights that can inform their marketing strategies.
Check out Todd London's thoughts on content marketing!
When it comes to working with strategic partners, Todd shares:
"Seek first to understand and then be understood. Strategic partners in some instances can be your most valuable asset. Understanding their needs and how you can solve their problems can be the missing cog to getting the competitive advantage you need."
He also shares about how marketing can support sales:
"Marketing enables sales to tell a story in which the customer is the hero and the sales team can help them on their journey of winning the day."
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