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Tagline Needed For Hardwood Floor Business
Posted By: jcurry0421* on 3/20/2007 10:52 AM (CST) 125 Points
I am currently working on a project to develop a tagline for a Hardwood Flooring Business. The company name is ESL Hardwood Floors. They are a small company that focuses on selling products to do it yourselfers and small contractors. They have been in the market for 20 years, but have not done any advertising up to this point. They want to convey that they have been around for a long time. They want to convey trust, quality and a sense of hominess. Any ideas would be greatly appreciated.

Posted by: peanutpeanut Member Response
3/20/2007 10:56 AM (CST)
For 20 years, trust, quality, are job 1
 
Posted by: vic Member Response
3/20/2007 11:10 AM (CST)
A reputation you can walk on
 
Posted by: Tracey Member Response
3/20/2007 12:12 PM (CST)
Choosy contractors have been walking all over us for 20 years. [could replace 'choosy contractors' with something better... just the first thing that popped to mind].
 
Posted by: Dodger Member Response
3/20/2007 12:52 PM (CST)
My suggestion is to start first with your target audience. What words do they typically use to describe ESL? This type of approach has several benefits, one of which is that you will be using a lexicon that your target audience will quickly recognize and appreciate.

Additionally, you will find what matters most to the types of customers ESL wants to attract. For example, you might learn that the little information you have provided us in this forum is not 'valuable' to your target audience because the competition has been around for 25 years. Therefore, have you verified that "been around for a long time" is a critical decision criteria for new, good, leads? And how would you back up the value proposition "we have been around for the longest ... this is important to you [the target market] because ....".

At this point I would not provide a concrete suggestion as there is insufficient information.
 
Posted by: cmalicki Member Response
3/20/2007 12:57 PM (CST)
Walk all over us... kidding
We've been standing on quality for over 20 years, and we're not sitting down now!
We stand on quality and service.
Stand on our floors, we stand by quality
Quality/Service you can stand on
 
Posted by: JudyJudyJudy Member Response
3/20/2007 1:15 PM (CST)
I agree with Dodger. What do you bring to your target market? You could use something like:

Where excellent service is a tradition
or
Where "Fill-in-the-blank" is a tradition
 
Posted by: jcurry0421* Author Response
3/20/2007 1:29 PM (CST)
The reason for placing the fact that they have been in business for 20 years in the tagline is the fact that they have not advertised before. They don't want their target audience, which is homeowners, do-it yourselfers, and small builders, to think they have just come on the market.

There are only two other company's in the market who have been around longer. There are lot of companies that come and go, ESL is not one of them

Their primary market has been homeowners looking to remodel and they will use the installation expertise of ESL. Their secondary market is do-it-yourselfers. They are looking to expand more on the DIY market and feel their strength lies in expert advice and product availability. Of course their primary competitor in this arena is Home Depot and Lowes. Although ESL only has hardwood flooring, they do have everything that a customer would need to complete a job on their own along with expert help in answering all of the DIY questions. ESL is also looking to expand to the small builders in the market who want to install the flooring themselves. ESL is looking to get out of the installation business and more into the supply business.

I hope this give a little more insight.
 
Posted by: retail Member Response
3/20/2007 2:44 PM (CST)
hmmmmm tough one because HD & Lowes are huge suppliers so he's going to have to differientiate based on something else - most likely not price.... Being small relative to the other 2, he is likely able to offer a better selection and home delivery...

I like the above suggestions utilizing Stand or walk.

20 Years and still Standing.
Walk on a floor like never before.
Walk on our floor like never before

What does ESL stand for? Excellence, Service, Luxury.

20 Years of Excellence, Service and Luxury - ESL Hardwood Floors. That's what we stand for.

Good Luck
 
Posted by: D4Demand Member Response
3/20/2007 2:46 PM (CST)
We stand on our work

No flaws just floors

D4
 
Posted by: Phoenix ONE Member Response
3/20/2007 5:26 PM (CST)
I would try and stay professional about the tag, since you want to convey quality and longevity- not a fast trendy tag.

Trust your floors to one name, ESL, 20 years of fine wood products.

ESL, the most trusted name in Hardwood Floors for 20 years.

ESL Hardwood Floors found in the finest homes for 20 years.

ESL, a name familes have trusted for 20 years.

Hope these help

Good Luck & Happy Marketing ~ Bill
 
Posted by: Jon Aston Accepted Answer
3/20/2007 8:45 PM (CST)
Here's another vote for Dodger.

Think of the tagline as a positioning statement.

If conveying their age is important, find another way to do it. For example, a little gold seal that says "Celebrating 20 years in business".
 
Posted by: maddy4ya Accepted Answer
3/21/2007 1:00 AM (CST)
Walking with you. Standing by you.Growing for you

ESL-20 years at your feet.Successfully.
 
Posted by: proeditor Member Response
3/21/2007 10:11 AM (CST)
I've been following this since you posted it, and finally have a few suggestions, striving to capture all your messages. I think in your case, a longer descriptive tagline would serve you better than a "catchy" one that doesn't say as much. I've tried not to repeat "hardwood" or "floor" in order to save on precious words in the tag.

ESL Hardwood Floors
20 years of excellence. Supplies, Installation, Handholding.

Do it yourself or get our help. Servicing homeowners & builders for 20 years.

Serving homeowners & builders for 20 years. Supplies, installation, expert advice.

Going strong for 20 years. Serving Builders and Do-It-Yourself-ers.

Serving & Supplying Builders and Homeowners for 20 Years. Installation available.

20 years of supplying, installing or just plain handholding. Specializing in beautiful results.

Anyway, best of luck on this project! Hope you put your best foot forward...

karen
 
Posted by: jcurry0421* Author Response
3/21/2007 10:25 AM (CST)
Thank you all for your suggestions. The owners of the company like the idea of the gold seal or banner saying "celebrating 20 years". Instead of trying to incorporate it into the tagline. Thanks Jon for that suggestion.

One of the thoughts they would like to incorporate in the tagline is something like "Inspired By Nature....." or "Inspiration From Nature...". They feel that would bring a hominess to their business. Any thoughts along these lines would be greatly appreciated.
 
Posted by: proeditor Member Response
3/21/2007 2:25 PM (CST)
Hmmm, now you've changed the stakes. Not sure that the nature idea brings to mind "hominess?" Do you mean personal service, because ESL is small and friendly, and therefore, homey? Or do you mean hardwood floors make your home feel homey?

If the latter, I think people already know that. I would think your customers come to you already wanting hardwood. So I'd sell them on why to buy from ELS, rather than selling them on hardwoods. People can buy hardwoods from Home Depot but they can't buy the personal service that ELS offers.

However, going with the nature theme, here are a couple of ideas:

ESL Hardwood Floors
Floors inspired by nature. Supplies, installation, and expert advice.

ESL Hardwood Floors
Supplies, Installation, Handholding. There's nothing like the natural beauty of wood.

or: Bring home the natural beauty of wood.

karen
 
Posted by: retail Member Response
3/21/2007 5:01 PM (CST)
ESL Floors, Naturally...

The only way to get a better wood floor is to grow your own.
 
Posted by: Phoenix ONE Member Response
3/21/2007 5:10 PM (CST)
Not wanting to sound negative but;

I am totally uncertain how a hardwood floor is inspired by nature or how that denotes hominess? The only way you could draw that conclusion is a log cabin!

Just because it is manufactured from wood would not be an inspiration of nature - if the tree had it's way I am certain it would prefer to be left standing.

Advertising can use superlatives, but that must have a basis of perception - your thoughts about inspired by nature is a contradiction.

I would strongly suggest not going down that path (no pun intended)

You could use

Crafted to provide natural beauty.
Crafted to perfection

You could also work in 20 Years crafting Natural Beauty.

Karen- hit a few nice tags above.

Just some thoughts to hopefully assist.

Good Luck & Happy Marketing~ Bill
 
Posted by: jcurry0421* Author Response
3/21/2007 6:14 PM (CST)
Thank you Bill for your comments. Your thoughts are very much appreciated.

However, I guess I need more clarification as to why you think it is a contradiction. If I am going to go to the owners of this business and tell them this is the wrong avenue to pursue, I need to sell them on why it is a contradiction.

Again, for further clarification, the feeling the owners want to convey is that they are passionate about their business. They love what they do. They love hardwood flooring. They don't want to use the word passionate or love and thought they wanted to convey the notion that they have been inspired by hardwood flooring, which in their minds is a product of nature.

We certainly don't want to give the wrong impression and that is why I have come here asking for everyone's help.

I would love to get other opinions on the idea of being "inspired by nature".
 
Posted by: maddy4ya Member Response
3/21/2007 11:01 PM (CST)
I would like to add on to Bills thoughts regarding the inspired by nature concept.

Actually I too would find it contradictory. Its difficult to imagine a hardwood flooring business being inspired by nature. the following reasons i believe would substantiate it

First of all cutting down trees from the forests isnt exactly a very natural picture let alone homely.

In addition the concept of having so many points into one tag makes it jumbled. Is it homely or natural or their service and so on. Perhaps we could narrow down to one or two things they are trying to project about themselves.

The homely concept sounds definitely more concrete than inspired by nature. But anyway the customer is always right!!!

All the best
 
Posted by: darryl.mayo Member Response
3/22/2007 3:00 PM (CST)
Solid as the Wood We Use

Solid Reputation, Solid Floors
 


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