S2.E20: Legacy, Longevity and Lead-Gen, with Mans Lumber

In the first-ever in-studio edition of Bullhorns and Bullseyes, Curtis and Tom welcome onto the set Doug Mans and Meghan Mans-Kurili, fourth- and fifth-generation members of the Mans family at the help of Mans Lumber and Home. Learn about the company’s secret to longevity, a story that spans 125 years, two world wars, two global pandemics, a housing bubble crisis, and even attempted arson! Learn how a family-owned business can both stay consistent to its values while also adapting with the times and evolving and innovating as a business. Listen or watch along to hear how Meghan modernized the company’s marketing approach, evolving it from brand awareness only to a mix of brand awareness, lead generation, and measurable outcomes tied to actual sales.N.B.:Read and see all about the Mans legacy spanning 125 years!Thanks to Auxiom for providing the studio space, recording gear, and highly capable tech team!Takeaways:Evolve with the times to stay relevant—what worked for your business decades ago won’t carry you into the future.Balance old-school tactics like radio and billboards with performance-based digital marketing to maximize your reach and ROI.Prioritize marketing channels you can track and measure so you know exactly what’s working and where to invest.Implement a closed-loop system where sales feeds lead quality data back to marketing to improve targeting and reduce waste.Don’t underestimate your Google Business Profile—it may drive more phone calls than your website.Rebrand thoughtfully if your current identity limits your appeal—make sure your name, colors, and message invite in your ideal customer.Simplify the customer journey—make key actions like calling or finding a location just one tap away on mobile.Create cohesion across multiple brands by building a unified strategy, even if the businesses serve slightly different markets.Help your customers grow by sharing your marketing expertise—it deepens relationships and strengthens loyalty.Use storytelling to turn your brand history and customer relationships into meaningful, memorable content.