BY MICHAEL MARTIN,
PRESIDENT & CEO,
NATIONAL WOOD FLOORING ASSOCIATION,
CHESTERFIELD, MO
800-422-4556
WWW.NWFA.ORG
Oscar Wilde once said that “imitation is the sincerest form of flattery that mediocrity can pay to greatness.” If that is the case, then the Hardwood industry is truly great, because it is often imitated. Wood-look products have saturated the market during the past few years, but with one big difference: fake wood products offer none of the attributes of real wood.
The Hardwood industry recognizes that it must address this discrepancy, which is why the NWFA partnered with other Hardwood organizations – including the Hardwood Federation, Hardwood Manufacturers Association, Appalachian Hardwood Manufacturers Inc., National Hardwood Lumber Association, American Hardwood Export Council, Maple Flooring Manufacturers Association, Decorative Hardwood Association, and numerous state and regional groups – to create the Real American Hardwood Coalition. The Coalition’s goal is to create a national consumer campaign promoting the benefits and attributes of real Hardwood products. This effort is well underway having already completed consumer research, branding strategy, and a website (realamericanhardwood.com). The next step is to develop a consumer-focused campaign that will launch in the coming months.
For its own part, the National Wood Flooring Association faces a similar challenge. The wood flooring industry has experienced market loss to wood-look products. This primarily has been caused by other flooring product categories being promoted as water-proof. However, water-proof flooring is a false marketing concept. The flooring material itself may be waterproof, but the baseboards, mouldings, and seams are not. Because these generally are not sealed, water would travel through or past them. This presents two problem scenarios. First, the water will penetrate the seams or ends of the flooring material that are not sealed. Second, the water will travel to the subfloor material below the floor itself, which is not waterproof. As a result, the material can distort, mold can develop, and any damaged material will need to be replaced.
The NWFA developed a “Real Wood. Real Life.” marketing campaign to promote the positive attributes of real wood floors: they contribute to a healthy indoor environment, they are durable, they are easy to maintain, they offer long-term value, and they are an environmentally responsible flooring choice.
Campaign materials include a variety of elements that can be used in different ways, and for different purposes.
Logo
The “Real Wood. Real Life.” logo provides a quick and easy way to identify products as being made from real wood. It can be used on product packing, websites, marketing materials, social media channels, trade show events, etc.
Digital Ads
Digital ads can be used across all social media channels. Individual ads speak to a specific attribute of wood floors, including durability, sustainability, health, maintenance, and value.
Print Ads
Print ads can be used in magazines, newspapers, special advertising inserts, etc. These ads are high-resolution, print-ready, and, like the digital ads, they promote the benefits of real wood floors over other flooring options.
Fact Sheets
Fact sheets can be used as home show handouts, direct mail inserts, showroom materials, and even face-to-face meetings. Each sheet details one aspect of the real wood story: ease of maintenance, how wood floors support environmental responsibility, how wood floors increase the value of a home, etc.
Trade Show Graphics
Trade show graphics can be used to create table-top displays and banners that promote the benefits of real wood floors.
Media Outreach Templates
Media outreach templates can be used to establish users as an information resource in their local communities. Items include press releases that can be distributed through local media outlets, invitations to tour facilities, op-ed articles, and sample media pitches.
Homeowner’s Handbook to Real Wood Floors
The Homeowner’s Handbook to Real Wood Floors can be used as a consumer marketing brochure. It outlines all the benefits of real wood floors, and provides a checklist for consumers to use when choosing wood floors for their home. The brochures can be used as-is, or can be customized with a company logo.
While NWFA’s “Real Wood. Real Life.” campaign was designed for the wood flooring industry specifically, the new Real American Hardwood campaign will be made available to the entire wood products industry to promote the value and benefits of real wood products of all sorts. This is because, sadly, wood floors are not the only product category feeling the pinch from wood-look products. The same is true for furniture, cabinets, doors, trim, mouldings, etc.
The National Wood Flooring Association is a not-for-profit trade association whose mission is to unify and strengthen the wood flooring community through technical standards, education, networking, and advocacy. You can learn more about the NWFA’s “Real Wood. Real Life.” campaign at nwfa.org/consumer-outreach. Contact the NWFA at 800-422-4556 (USA and Canada), 636-519-9663 (international), or www.nwfa.org.
