Your brand is more than a flooring manufacturer. Built on a strong foundation of knowledge. Grounded in material research and expertise. Informed by an intimate understanding of your markets. Focused on the needs of real people. So are we. For 70 years, Godfrey has collaborated with brands to communicate across complex buying cycles to reach highly informed audiences. We know the tech, the people, the channels and the trends.
The flooring industry is facing a new set of challenges and trends. Here are four key market changes that will impact your path forward.
The pandemic has also sparked the desire for commercial and residential flooring that can help limit the spread of germs. Several flooring categories are well positioned to meet this demand:
• LVT flooring offers the aesthetic of wood that’s superior to laminate and wood veneer in terms of containing the spread of germs — and at a better price point.
• Cork flooring provides natural antimicrobial and water-resistant qualities in a material that’s sustainable and eco-friendly.
• Ceramic tile helps prevent the spread of germs with a solid surface that doesn’t break down under steam or cleaning solutions. Some manufacturers are infusing Microban technology into tile and grout products to protect against bacterial growth.
The impact of the COVID-19 pandemic has driven down construction activities, resulting in more project delays and shutdowns. Compared to the same period a year ago, sales of flooring have significantly decreased. The commercial market in particular is sensitive to office and retail vacancy rates, and the pandemic continues to shape demand for office space long and short term as employers adopt remote work arrangements.
The pandemic has brought out everyone’s inner DIYer. Consumers are spending more time at home, while declining interest rates have sparked an increase in home sales and renovation projects. Historically, this would drive an increase in carpet sales, as consumers often replace flooring after buying a new home. Now, consumers increasingly gravitate to hardwood, ceramic tile and LVT flooring to update when they move in.
As environmentally conscious construction becomes more popular, flooring companies are developing innovative solutions, from carpeting polymers made from renewable resources, like corn sugar, to reductions in process wastewater and waste-to-landfill levels.
Green building interest is also likely to continue raising interest in sustainable building options like hardwood floors and woodwork made from sustainable or recycled sources.
Decisions are no longer made by facility managers or building owners alone. The commercial flooring buying process involves a growing team of decision makers that might include architects, designers, consultants, contractors, end users, building inspectors and code officials. New trends are also bringing sustainability, EHS and risk managers into buying conversations.
These influencers each arrive through their own unique buyer journeys — and each will expect something different from your company. Understanding their individual challenges and how to connect and collaborate with each person is critical to the success of your message.
Effective marketing communication requires more than compelling visuals and brilliant copy. Our strategies translate creative concepts to channels and tactics that connect with the audience and help achieve program goals. Whether we’re defining KPIs or tracking digital performance, we use a data-driven approach that’s more important than ever in a post-pandemic world where almost 90% of the B2B buyer journey happens online. Our team drives connections that generate results.
Here’s how we’ve helped brands in your industry:
As a leader in athletic flooring and with emerging commercial applications, Ecore was already infused with the elements of a powerful brand story: product innovation, sustainability and real impact on human performance. They just needed the right storytellers to bring it to life. Godfrey channeled their story into a brand identity that resonated with their athletic and commercial audiences — and is worthy of a true power player in pro-performance building materials.
Premium rubber flooring manufacturer nora systems, Inc., needed a unique way to introduce its noraplan® valua at the Healthcare Design Expo & Conference in Washington, D.C. To launch this product, which was developed to create a natural atmosphere to often sterile healthcare spaces, our team created an immersive experience that leveraged a nora-branded Google Cardboard headset and nature-inspired graphics to give attendees an engaging virtual reality experience.
Global flooring manufacturer nora systems, Inc., wanted to enhance its social media presence to grow followers and boost engagement across all platforms. We developed a data-driven approach that included increasing post frequency, launching a paid effort and optimizing continuously. In just one month, the new campaign produced impressive results, such as a 60% boost in organic LinkedIn posts compared to previous month and 40% increase in combined social media traffic.
ICP, a global manufacturer and formulator of coatings and sealants, wanted to take a more strategic approach to digital advertising performance for one of their brands, IdeaPaint. They turned to Godfrey to help them target audiences, optimize tactics and improve U.S. and U.K. ad spend in markets rapidly changing due to the COVID-19 pandemic. We developed a strategy that optimized the buyer’s journey end to end and reduced wasteful search campaign spend. Even after quarantines, economic shutdowns and a brief campaign pause, our client maintained a strong return, averaging 9x ROAS from January to June.
We’re a full-service B2B marketing agency that’s 75 experts strong. We’ve helped shape the past and present of some of the world’s top building materials brands. Now, we’d love to help you shape the future of your industry.
If you want marketing that really works, you’ll need a team that’s got your back. A team that knows the challenges of your job and the opportunities of your industry. Your team is waiting.