Real Wood. Real Life.

In the NWFA’s 2019 Industry Outlook survey, we heard from our members that growing demand for resilient non-wood/wood-look floor coverings is one of the top concerns facing manufacturers, distributors, retailers, and contractors.

We also know that wood flooring is far and away the “preferred” flooring of the American homeowner (NWFA 2017 Consumer Awareness Research Study). Based on the results of our consumer survey, we were able to learn about homeowners’ perceptions of wood flooring, along with the need to help educate them about the process of selecting a wood floor and maintaining it.

There is a big opportunity to directly reach consumers so they can make an informed decision about floor coverings in their home. Do they know the difference between a real wood floor and a wood-look product? And that today’s wood floors can stand up to a family’s busy lifestyle?

Who better than the NWFA and our members to be that resource for consumers? The findings of our research were used to inform the strategy for a new grassroots campaign for the entire industry, “Real Wood. Real Life.” As part of that, we’ve announced a formal definition of real wood flooring and created an NWFA “Real Wood. Real Life.” logo that can be placed on packaging, marketing materials, websites, and social media channels for real wood products.

The campaign also includes a toolkit for our members, The Homeowner’s Guide to Real Wood Floors, and the updated WoodFloors.Org website. These materials are designed to tell consumers about the benefits of wood flooring, how to choose the right floor, why they should select a professional for the job, and proper maintenance. It walks consumers through various stages of life to show them that wood floors can handle all of their big and small moments, while dispelling some of the myths about wood floors.

The NWFA will work to tell the story on the national level, reaching homeowners via media relations and online with WoodFloors.Org. But we also need your help to take the message into your community.

The new member toolkit includes new creative materials that can be customized and used on your website, on social media channels, in print publications, or at trade shows. It also has everything you need to communicate with local media and ultimately reach homeowners. All of these items demonstrate you are part of an industrywide effort to promote real wood as the flooring of choice and help to position you as the expert in your community.

The “Real Wood. Real Life.” campaign is something all our members need to get behind, as it directly affects us all. The same way you promote your company over a competitor, it’s time now to promote real wood products. A successful campaign will benefit the wood flooring industry as a whole and calls for broad participation from our members. We hope you find these assets useful and that you will join us in sharing the great story of why wood flooring is the only flooring that can truly last for the life of a home.

For more information, contact the NWFA at 800.422.4556, or visit us online

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