12 Innovative Flooring Advertising Ideas to Grow in 2024

The flooring industry makes up a large portion of the construction and home improvement market in the United States. Consumers today have no shortage of choices, including hardwood, carpet, laminate, vinyl, and tile. In 2023, the U.S. flooring market size exceeded $20.6 billion, with positive growth expected to continue as the demand for flooring remains fairly consistent. Flooring businesses are in a unique position to expand their customer base and outperform their competition through strategic advertising strategies.

Understanding the Target Audience for Flooring Advertising

Creating campaigns that hit the mark calls for first understanding your target audience. The flooring industry isn’t a monolith. The flooring services customer segment includes both individual homeowners and large commercial operations. By doing your homework, you can develop marketing messages that connect with these types of buyers.

Identifying Key Demographics and Customer Segments

Flooring companies typically serve the following groups:

• Homeowners
• Commercial property managers
• Interior designers and architects
• Construction firms and contractors
• Real estate developers

Each of these segments has different motivations, concerns, and pain points. For example, a first-time homeowner might prioritize affordability, while a luxury homeowner might rank quality and appearance as the most important factors when evaluating new flooring options. You’ll need to create distinct advertising that appeals to each group.

Understanding Customer Needs and Preferences

Creating advertising campaigns that drive results first requires you to understand the factors that inform customer decisions. Some common ones include:

• Budget
• Durability requirements
• Appearance
• Maintenance considerations
• Environmental concerns
• Ease of installation

Invest the time and resources to study each audience segment and their backgrounds. Doing so can help you better frame your products’ benefits in the context of easing their frustrations.

Tailoring Messages to Resonate with Different Audience Groups

When you have a firm foundation of market research, it’s time to develop your advertising messaging. You might sell such benefits as value, durability, high-end materials, stress-free maintenance, and other intangibles. A first-time homeowner and a contractor won’t necessarily have the same concerns, so be mindful of how you frame your value proposition.

12 Flooring Advertising Ideas to Try in 2024

Make Sure Your Website is Optimized

Your website is your digital front door, and often the first interaction leads have with your brand. At a minimum, it should be mobile-friendly, easy to navigate, and clearly communicate your offerings. Showcasing project photos or customer testimonials can help your business build credibility. You’ll also want to include contact information to make it easy for people to get in touch.

Use Social Media for Promotions and More

Go where your customers are. Sites like Instagram, Pinterest, and Facebook are great for consumer-focused brands. You can run targeted advertising campaigns on these platforms to influence potential buyers where they spend time.

Offer BOGO and Similar Sales

Price-conscious buyers might be inclined to call you if you offer enticing deals like “Buy One Room, Get One Free” or “50% Off Installation.” These campaigns can work well alongside special financing arrangements.

Partner With Other Industry Pros

Allied professionals like interior designers, real estate agents, and contractors can make great referral sources. Give them an incentive to join forces or offer to co-create marketing campaigns, which can help offset some of the advertising costs.

Invest in Direct Mail Campaigns

Direct mail isn’t dead. In fact, it can be a way to stand out. You might send out a mailer showing a before and after to attract new customers. You can also buy lists that target certain zip code or buyer personas.

Target Seasonal Specials or Promotions

You might consider timing your sales around seasons or events. A spring break or year-end promotion might get buyers on the fence to pick up the phone.

Create Portfolios of Your Work

Humans are visual creatures, and the flooring industry is no exception to this rule. Customers want to visualize what your flooring might look like in their homes. For this reason, it’s a great idea to have a portfolio that represents a diversity of projects. Don’t be shy about incorporating such assets into your advertising materials, website content, and social media campaigns to help them imagine possibilities.

Automate Marketing

Growing a flooring business takes a lot of work, but you don’t have to go it alone. Leaning on marketing automation tools can save you time. Automation platforms can help you nurture leads, send personalized emails and text campaigns, and track results. Such technology is helpful for flooring companies because you don’t have to spend money on marketing campaigns and hope for the best. Analytics can help guide you so you know what’s working and what might need to be refined.

Utilize Local SEO

Make sure people can find you online. At a minimum, you should have a Google Business Profile. Collecting reviews on Yelp and other local directories can help with search engine ranking and reputation management.

Create Informative Content

Content marketing aims to educate people. Blogs, videos, and shareable content can help guide buyers in their journey. Plus, it lets you position your business as the industry authority and help direct people to your website.

Offer Virtual Consultations

Give customers the option to interact with you remotely instead of coming into the showroom. Virtual consultations can be attractive to busy homeowners who can’t get away during business hours.

Implement a Referral Program

Happy customers can be an untapped source of referrals. You might use a text marketing campaign to lure them with discounts on future purchases or cash rewards if they refer someone who turns into a customer.

12 Flooring Advertising Slogans To Try

Advertising slogans can be clever, catchy, direct, funny, or a combination of these elements. You might consider one or more of the following:

• “Step Into Elegance”
• “Floors That Wow”
• “Quality Flooring, Unmatched Beauty”
• “Unleash Your Floor’s Potential”
• “Transform Your Space, One Step at a Time”
• “Where Floors Come to Life”
• “Experience First-Class Flooring”
• “Elevate Your Home with Stunning Floors”
• “The Art of Flooring”
• “Redefining Flooring Excellence”
• “Imagination Meets Flooring”
• “Embrace Luxury Underfoot”

These slogans can work in a variety of advertising contexts to capture attention. Whichever ones speak to you, know there’s no substitute for having a sound marketing strategy backed by research and pivoting as needed. Regularly review your marketing efforts and results, pay attention to industry trends, and be open to new marketing ideas.

Grow with Podium

Advertising is just one piece of the puzzle when it comes to success in the home services industry. You also need to consider your approach to customer experience and customer service. Level up with Podium’s suite of lead management and communication tools and make 2024 your best year yet. Watch a demo to learn more.