Final Coat: Engage to Market

The phrase “you get out of it what you put into it” certainly applies to marketing efforts. While this issue of Hardwood Floors has shared plenty of ways to think through your marketing strategy for the year ahead, another consideration I would like to highlight is how getting engaged with the National Wood Flooring Association (NWFA) as well as your community can build on the other components of your marketing plan.

Of course, being an NWFA member allows you to use the NWFA logo to identify your company as a member of the largest trade association dedicated exclusively to the wood flooring industry. Not to mention the doors that membership can open for you with education, technical standards, networking, advocacy, business savings, and more. One of the fastest ways to see all of those benefits firsthand and dive right into getting engaged with us is to attend the NWFA Wood Flooring Expo, April 15-17, in Charlotte, North Carolina.

When you attend Expo, you are among like-minded professionals who come together to share a common passion: wood flooring. You will learn valuable tips and tools from experts, with more than 50 education sessions covering everything from business and marketing topics to technical demonstrations from NWFA Regional Instructors. On the trade show floor, you will be among the first to see the latest products and trends.

Best of all, with 11 trade show hours and more than 40 networking opportunities, you are sure to make connections that matter. Whether it’s finding a mentor, introducing your niche to the right person, or gaining a gamechanging piece of advice – one handshake can make a big difference. One referral or new partnership could be all you need to make a name for yourself or to set your business on a growth track.

The sense of community within the wood flooring industry is second to none. This extends beyond what you experience at Expo, as the generosity of our members is on display in their own communities. One example of this is the NWFA’s long-term partnership with the Gary Sinise Foundation (GSF). GSF provides severely wounded veterans and first responders with the resources necessary to overcome their new life challenges. NWFA supports GSF by providing wood flooring and installation services free of charge for custom-build Smart Homes through the GSF R.I.S.E. (Restoring Independence Supporting Empowerment) program. To date, more than 150 NWFA member companies have been involved in GSF activities, completing wood floors for more than 90 homes.

NWFA invites all members to get involved in this nationwide effort to honor and serve our wounded heroes. But there are countless ways you can help with other causes in your own community. Whether it is animal rescue, underserved youth, a food pantry, or something else, find a cause you care about and get involved. Obviously, it’s the right thing to do, but being a company that cares about the community also happens to benefit your business. It shows potential customers you give back and support those in need.

Marketing is more than analytics and advertising alone. Find a multi-tiered approach that works for your business. To learn more about getting involved in NWFA, attending Expo, or GSF projects, please visit nwfa.org.

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