Hardwood Floors February/March 2025

CRAFT

YOUR MESSAGE

“Good marketing is often how customers find you, trust you, and choose you. Without it, even the best companies struggle to grow. Focus on the basics: a strong online presence, great customer reviews, and consistent messaging. When done right, marketing doesn’t just bring in business – it builds relationships that keep customers coming back.”

Choose platforms that align with your audience, budget, and abilities. Start where you’ll see the most impact and expand as you grow. Marketing isn’t about doing it all; it’s about doing the right things well.” Totta Hardwoods does Google Ads, pay-per-click, direct mailers, email drip campaigns, and social media advertising. “There’s a rule that suggests you have to reach a customer seven times before they make a decision on your brand or take action,” says Joshua Lawson, general manager of Totta Hardwoods. “So, I do think multi-tiered is the way to go because I’m sure that number has grown now with social media. All of those strategies have to go together, and it all goes to building your brand awareness and authority.” Bridgebay Flooring, a retailer located in Hayward, California, advertises on Instagram, Facebook, in magazines, and utilizes Google Ads. Oliver Barajas, CEO of Bridgebay Flooring, is trying to reach flooring contractors who will buy their products. He says it is important not to lose sight of your goal. “I think sometimes companies advertise a product, wholesaler, distributor, or brand, and they’re spending advertising dollars on a brand that’s not theirs, and the sale will end up going to somebody else,” explains Barajas. “You want to make sure you are spending advertising dollars on yourself, on your company, on your entity. Talk about the brand, but talk more so about your connection with the customer.” Rather than being generic, he says showing the customer what is unique about your business will help you stand out. “For example, when you want to buy a belt or shoes, Gucci makes you feel almost like you already have them. Connect in a way like you already have the product or how you feel about having the product.” ARTIFICIAL INTELLIGENCE AI is a hot topic now, but it has been around for years. For instance, it is spellchecking this article as I write, and it helps you decide what to watch next on that streaming service based on other movies you like. Bollinger notes that using AI is a starting point, not a complete solution. Think of it as a brainstorming partner that can help jumpstart your creative process. “Start small and simple,” he advises. “Tools like ChatGPT can help generate social media post ideas, blog topics, or draft email newsletters. Design platforms like Canva can help you create professional graphics quickly. You might ask an AI tool something like, ‘Give me three blog topics homeowners would find interesting about hardwood floor refinishing.’”

— Seth Gladden, The Gladden Group

PHOTO COURTESY OF BRIDGEBAY FLOORING

Oliver Barajas, CEO of Bridgebay Flooring, says social media and real life have to complement each other. “It can’t only be on Instagram; you have to go to the tradeshows like Expo, Surfaces, and more.”

the magazine of the national wood flooring association

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