Specialty Fabrics Review November 2019 - 39
Founded in 1979, the company has long
served the residential market. However, a
little over a year ago, Liberty established a
commercial division, primarily targeting
locally owned businesses, says Liam
Madden, director of marketing operations.
"We only produce our solar shades
and awnings and steel railings for our
commercial customers, leaving the rest
of our product lines for residential,"
Madden explains. "We do offer custom
screenprinting for commercial clients
because it is truly another way to brand
a company or business.
"In a lot of cases, our commercial
clients are just our residential clients
who happen to own a business," he adds.
"As our commercial client base grows,
so does our scope of potential clients,
which is so exciting."
Liberty Home Products participates
in a local leads group that allows them
to communicate with other small area
businesses. According to Madden, while the
company has not yet allocated a significant
portion of its budget to commercial
marketing, the strategies they use to
connect to their residential customers will
likely generate commercial work, given the
overlap between the two. These strategies
include involvement in area community
events like home and garden shows, 5K-type
races, bridal shows and national nights
out, taking advantage of pretty much any
opportunity to interact with community
members and previous customers.
"We draw attention by offering
premium gift cards and some branded
carnival games like Plinko," Madden says.
"We try to do as many events as we can,
although we do the most events in the
spring and summer and try to do as many
as possible in the winter and fall."
Following up with a phone call
after a project has been completed, or
reaching out to see if customers have any
upcoming needs, are other personal ways
of connecting and are among some of the
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Specialty Fabrics Review November 2019
Table of Contents for the Digital Edition of Specialty Fabrics Review November 2019
Specialty Fabrics Review November 2019 - Cover1
Specialty Fabrics Review November 2019 - Cover2
Specialty Fabrics Review November 2019 - 1
Specialty Fabrics Review November 2019 - 2
Specialty Fabrics Review November 2019 - 3
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