Granberg International

🟢 Objective

Granberg International, the originator of the Alaskan chainsaw mill, engaged BuilderGrowth to modernize and stabilize its marketing strategy. With a niche product and legacy manufacturing roots, Granberg was heavily reliant on retail distribution—facing competition from copycat products, even through their own resellers and Amazon listings. They lacked a digital community, cohesive brand strategy, and direct-to-consumer sales infrastructure.

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🛠 What We Did

1. Served as the fractional marketing team on retainer
2. Rebuilt the digital marketing plan from the ground up
3. Grew social following from 1,700 to 40,000+ on Instagram
4. Developed a brand ambassador & influencer network
5. Created and launched a full affiliate program
6. Introduced user-generated content (UGC) campaigns
7. Designed brand style guidelines for ongoing content creation
8. Implemented email marketing systems and quarterly sales campaigns
9. Helped identify and hire local photographers via Instagram to create stylized content at a fraction of traditional agency cost
10. Trained internal leadership to develop and manage marketing cycles independently

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🧠 Strategic Process

Our core unlock was helping Granberg build community and identity—by tapping into the psychographics of chainsaw mill users, we shaped messaging that resonated deeply and spread organically. We empowered Granberg to reclaim the narrative around their product category by elevating their users, spotlighting authenticity, and reinforcing their status as originators—not imitators.

We also emphasized lean, evergreen content—leveraging UGC and regional photographers to cut media costs while keeping quality high and brand-consistent.

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🎯 Results

Increased online sales by 10–15% YoY*
Hit one of the company’s highest-grossing months in decades*
Reduced marketing costs with localized content partnerships*
* Built a thriving DTC channel, decreasing dependence on retail
Email list became a monetizable asset* for seasonal campaigns
Trained internal team to run and iterate marketing campaigns*

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📍 Current Status

Completed Engagement – BuilderGrowth concluded its active partnership in 2022 after building Granberg’s foundational systems, team, and digital presence.

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🔁 Closing Reflection

This engagement proved the power of combining authentic community, strategic content, and lean execution—especially for legacy American manufacturers navigating modern DTC challenges. BuilderGrowth helped a family-owned business reclaim its brand authority and unlock sustainable growth in a crowded and competitive space.