Question

Topic: Advertising/PR

Flooring Company Needs Help With Retail Marketing

Posted by Anonymous on 11/11/2008 at 12:13 PM ET 250 Points
We currently do flooring for production builders. (Carpet, Vinyl, Hardwood, Tile) Due to the market, we are going back to closed neighborhoods that we originally installed flooring in and distributing fliers. We hope this will help gain some re-model business. I wanted the flier to state that we installed their original floors but I am having trouble with the wording. I also wanted to hit on the fact that they could purchase the same flooring they have now. A lot of our homeowners want to install additional hardwood after closing and we can match their current flooring. I am having serious issues with this letter! It sounded simple at first! Can somebody PLEASE help me!!
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  • Posted by CarolBlaha on 11/11/2008 at 7:50 PM Accepted
    I also maintain a manufacturer rep agency in the flooring industry. When the economy started to slide I coached many stores on putting their eggs in the new housing market-- mostly with deaf ears. I know of many stores that turned away retail clients building massive "builder only" design showcases-- only now trying to switch gears. Literally telling a remodeling homeowner to go elsewhere.

    But you are on track going back to existing clients and its a niche I haven't heard of others going after. That is good. I'd approach it from "maintenance" standpoint. You are right, people might have wanted hardwood in several rooms but could only afford one. Now, they aren't moving but anticipating someday they will-- or resigning selves that since they can't move-- lets upgrade what we have.

    Don't play the discount card. You are in a unique situation in that you and you alone know what was put in that home. Offer in addition restretches. And those bad doggies or Grandpa Herman might need a small repair/replacement. People don't know that a urine stain or cigarette or fireplace burn can be repaired. And you can make $100 plus for a small cig burn-- with zero material cost if they have even a tiny piece of attic stock.

    I am becoming very active in iicrc.org. My husband is having issues with his partners in an unrelated biz and has the time to work with me (an added revenue stream) on repairs and color issues. So my advice is to look beyond the usual -- as those issues are a lot more lucrative than replacing builder grade carpet.
  • Posted by Jay Hamilton-Roth on 11/12/2008 at 10:13 AM Member
    From the consumer's perspective, your matching service will save them money during a remodel (or major cleaning). Your secondary benefit is trust - they worked with you before to install it, now trust you to repair/match it.

    Focus your message on these points in your own words.
  • Posted on 11/12/2008 at 8:47 PM Moderator
    It might be worth a few hundred bucks to get a professional copywriter involved. This doesn't sound like a terribly difficult task for someone who has done this sort of thing before, and the copy/layout/appearance of your communication will be the most important factor in determining the success of your effort.

    If you need a recommendation (or two or three) contact me offline.

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