Marketing That Actually Sells Countertops | Wesley Rice | Cutting Edge Installs EP. 27

Welcome back to the Cutting Edge Install Podcast, brought to you by Omni Cubed — where innovation meets installation and everything in between. In this episode, host Merv Campbell sits down with Wesley, Director of Digital Marketing at Precision Countertops, for a practical conversation about marketing, storytelling, customer relationships, and creating content that actually drives results in the stone industry. With more than two decades of experience in the countertop world, Wesley has worked across templating, fabrication, installation, and marketing. He shares how that hands-on industry background shapes the way he communicates with customers, builds campaigns, and balances creative ideas with real performance data. The conversation explores how companies can use social media as a testing ground, turn one customer project into multiple pieces of content, and build a marketing system that guides people from first discovering a company to becoming loyal customers and advocates. Merv and Wesley also discuss the continued importance of showrooms, face-to-face communication, and customer interviews in an increasingly digital world. They examine how AI can support marketers without replacing creativity, experience, or human judgment, and why companies should use it as a tool rather than allowing it to take over the entire process. In this episode, you’ll hear them discuss: How to balance creative marketing with performance data Why social media content can be used to test advertising ideas The importance of proofreading and reviewing work with fresh eyes How customer interviews reveal better marketing insights Why established companies should modernize without abandoning their history The role showrooms still play in the countertop buying process How to repurpose one project into multiple pieces of content • Where AI can help marketers — and where it falls short • Why storytelling creates stronger emotional connections • How video will continue shaping the future of digital marketing • The importance of treating marketing as a long-term journey From content strategy and customer experience to AI, video, and brand storytelling, this episode is packed with practical insight for fabricators, installers, marketers, and business owners looking to build a stronger presence in the stone industry. Learn more about Omni Cubed: https://omnicubed.com/ Learn more about Precision Countertops: https://www.precisioncountertops.com/ Chapters (00:00:02) - Cutting Edge Install Podcast(00:02:37) - How Do You Balance Creative Work With Data-Driven Decisions(00:06:13) - Marathon Branding: The Hard Way(00:10:37) - What's a Good Day at the Job?(00:14:48) - Trade Shows and how they affect the industry(00:16:39) - How Do You Modernize a Company's Brand?(00:18:51) - Do Showrooms Still Play a Role in the Industry?(00:23:57) - Is TEEMU Legit?(00:25:06) - How Marketing is evolving with AI(00:29:08) - "Artificial Intelligence Will Never Take Away Your Creativity"(00:31:56) - How AI is stunting the creativity of our kids(00:35:09) - Healthy Living with the Internet(00:37:19) - How to Multipurpose Your Content(00:40:11) - What's Your Strengthening Skill?(00:41:54) - Have You Changed Your Thinking About Marketing?(00:44:44) - What's Your Most Proud Moment in Your Career?(00:47:13) - Journey Into Install Podcast