[Caipirabob]

The American right has become highly aware of the massive propaganda from leftist media outlets. The perpetually dim are democrats and such crap is preaching to the choir. By stepping into an issue that should be common sense survival basics for any nation, they have alienated half of their customer base. Most likely people who supported them out of a patriotic notion to support smaller businesses compared to Lowes and Home Depot.

I myself am left in awe of how little this company thinks of the American consumer.

Their marketing department, the entire group that supported this, should be walked out of corporate. This idiot move may have destroyed them.

[Gen.Blather]

“they have alienated half of their customer base.”

I am a small company, spending on average $30,000 per year at companies like 84 lumber. I feel alienated.

[Soul of the South]

“Their marketing department, the entire group that supported this, should be walked out of corporate. This idiot move may have destroyed them.”

84 Lumber is a privately held company. The daughter of the founder is the president. The president claims she was actively involved in the development of the ad and she approved it in final form. It can therefore be assumed it reflects the views of the owners.

Consider that many of 84 Lumber’s customers are small contractors who are economically dependent on cheap foreign immigrant labor. A rapidly growing number of small contractors in the building trades are illegal immigrants or children of illegals.

Smaller regional companies, competing with large national organizations such as Lowes and Home Depot, tend to be more customer service oriented and nimble than their big bureaucratic competition. It may be 84 Lumber’s marketing team and management perceive their customer base to be strong supporters of open borders and the free flow of poor migrants into the US seeking low wage jobs. If so the ad was appropriate for the target audience.

Just as the owners have the freedom to use company funds to advertise as they wish, customers have the freedom to support the company with their dollars or not. Over the next few weeks 84 Lumber will no doubt learn if this commercial enhances business or results in a loss of sales. If the building trades in my community are reflective of the regions of the country served by 84 Lumber, the ad was likely well received by its customers and potential customers.