Markraft Cabinets Inc. is celebrating its 30th year in business, but the company isn’t resting on its past success. In recent years, Markraft has worked with both the Business Journal and WILMA magazine to keep its name in front of past and future customers.

About Markraft Cabinets:

Markraft is a customer service and installation company that specializes in kitchen and bathroom cabinets and countertops in new residential and commercial construction, as well as remodeling projects.

Markraft provides turnkey services, including removing old materials, installing new materials, and providing full-service warranty support for any issues that may arise after a job is complete.

Business Challenge:
Markraft has a long history, but it recognized a need to maintain and build on its strong presence in the local community, said Cee Edwards, the company’s president. About two and a half years ago, Markraft decided that the Business Journal and WILMA magazine were a good match for its goals.

“We’ve done thousands of kitchens over the years,” Edwards said. “But it’s important that people realize we are still here and supporting our community.”

In 2015, the company has worked to get the word out about its new and expanded showroom at 2705 Castle Creek Lane.

What the Business Journal and WILMA did to address the challenge:

The Business Journal team developed different strategies for Markraft’s target audiences: consumers and other end-users; and contractors, builders and real-estate agents. Marketing efforts in WILMA were targeted to consumers, while the Business Journal was used to reach contractors and other business people. The Business Journal also developed a plan that would allow Markraft to reach its audiences through three avenues: digital, print and at events.

Print ads began running in WILMA magazine and the Business Journal. The Business Journal also created a SpotOn web video to promote the company. Markraft exhibits regularly at the WILMA Expo and WilmingtonBiz Expo, which puts the company’s products in front of people who might not visit its showroom. Edwards and others also regularly attend After Hours events, which helps the company build relationships with other business people.

Edwards became an Insights contributor in the Business Journal in 2014, sharing information and advice to other business owners. 

“We were a little skeptical about how much it would help, but it kind of amazed us how many people read those articles and provided us with feedback,” he said. This year, Markraft became a WILMA Insights contributor.

The Results:

Edwards said that the Markraft staff tries to ask customers how they learned about the company, and pays attention to the answers. 

“I think just getting feedback in the community that they see us in the Journal, that they see us at WILMA Expo, that’s driving them our way,” he said. “We’ve been doing this for the last couple of years, and everything has been pretty positive.”