Hardwood Floors February/March 2025

CRAFT

YOUR MESSAGE

This article highlights five areas of marketing to consider for building – or evolving – your strategy to attract clients and grow your business. Here, industry peers offer practical advice you can implement, whether you have a team of one or 100. PLANNING Before you start throwing the various marketing tactics at the wall to see what sticks, have a purpose. Despite the perception, a marketing plan does not have to be a novel. According to Burt Bollinger, director of marketing for the National Wood Flooring Association (NWFA), a simple, focused plan of only one or two pages could be the key to growing your business. “Writing it down forces you to clarify your goals, test ideas, and build on what works. Without a plan, marketing becomes guesswork, and improvement opportunities can slip through the cracks,” he explains. “A solid plan helps you focus your time, energy, and resources on the most impactful strategies. It doesn’t need to be perfect. It just needs to be practical, actionable, and something you revisit regularly.” Bollinger says to begin by answering a fundamental question – who are you as a business? Create a concise overview that captures what you do, who you serve, and what makes you unique. Next, define your target audience. “Are you working primarily with homeowners, interior designers, commercial builders, or a mix? Understanding exactly who you’re speaking to helps you craft precise messaging and choose the right marketing strategies,” he says. “Finally, you need a clear plan for how you’ll reach those potential clients. This might involve posting project photos on Instagram, running local ads, attending networking events, or even something as simple as adding your company logo to your work vehicles.” Mike Totta, owner of Totta Hardwoods in Kansas City, Missouri, says determining their target market was key to building a marketing framework. “I think a lot of people assume their target is anyone who will hire them, but we all have things that make us unique when we bring our goods and services to the market and we need to determine who are those the best fit for,” advises Totta. “Who are you targeting geographically, demographically, and psychographically? Are you trying to reach high-end general contractors and designers, or are you trying to reach home flippers and rental landlords? Know who you are targeting no matter how you advertise.” PHOTOS COURTESY OF ADOBESTOCK, BRIDGEBAY FLOORING, OLDE WOOD LIMITED, THE GLADDEN GROUP, TOTTA HARDWOODS

By Libby White Johnston

Search engine optimization (SEO), artificial intelligence (AI), engagement, and keywords. Marketing lingo alone can make wood flooring professionals feel overwhelmed. Between managing projects and serving customers, finding the time to focus on marketing may seem impossible.

the magazine of the national wood flooring association

41