AHF Products has established a partnership with the renowned stars Dave and Jenny Marrs from HGTV’s Fixer to Fabulous for the implementation of its innovative marketing campaign titled ‘Wood Wow’. The primary objective of this campaign is to effectively showcase the numerous advantages and intrinsic value of hardwood flooring, aiming to enlighten consumers on the disparities between authentic hardwood and wood-look alternatives. Furthermore, the campaign seeks to equip retail sales associates (RSAs) with the essential resources and knowledge required to assist customers in making well-informed purchasing decisions.
Brian Carson, the Chief Executive Officer of AHF Products, emphasizes the common aspiration of many individuals to have genuine hardwood floors, acknowledging the initial cost as a potential obstacle. Carson highlights the importance of comprehending the unparalleled benefits of hardwood flooring, emphasizing its fusion of sustainability and cutting-edge technological advancements. He emphasizes that hardwood flooring surpasses other options in terms of longevity, while also enhancing the overall value of one’s home, thereby justifying it as a worthwhile investment.
The widespread recognition and star status of the Marrs couple are expected to significantly raise awareness regarding the beauty of wood floors, a sentiment echoed by Dave Marrs who consistently prioritizes real wood in their projects. According to Dave, hardwood flooring embodies the essential elements of color, character, durability, and serves as a prudent investment that every homeowner truly deserves. Jenny Marrs further accentuates the unique allure of wood flooring, emphasizing the distinct character derived from various patterns, colors, and wood species.
The ‘Wood Wow’ retail program is set to introduce a range of new sales tools aimed at motivating and educating sales personnel, along with a selection of delightful surprises from the Marrs themselves. Chris King, the Vice President of Sales, stresses the significance of flooring dealers possessing in-depth knowledge about the contemporary features and enduring benefits of hardwood flooring to effectively convey these aspects to customers. King also underscores the importance of dispelling misconceptions surrounding wood flooring, particularly the notions of it being costly and challenging to maintain.
King elaborates on the profitability of wood flooring across different price points, noting that varying product types and volumes play a crucial role in determining profitability levels. He points out that products within the middle and premium price ranges tend to yield higher profits compared to value-grade options, as consumers prioritize the aesthetic appeal and longevity of the product over pricing considerations. While many may focus on profit margins, King emphasizes that it is the actual profit dollars that significantly impact the overall financial performance.
Despite the prevailing challenges faced by retailers in the aftermath of the pandemic, coupled with the competition from wood-look alternatives, King asserts that genuine hardwood flooring presents substantial opportunities for increased revenue. AHF Products stands out as a prominent manufacturer of hard surface flooring catering to both residential and commercial sectors, boasting a diverse portfolio of brands such as Bruce, Hartco, Robbins, LM Flooring, Tmbr, among others.
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