FEELING GOOD ABOUT FEBRUARY

By RAY MOISTNER, Executive Director Indiana Hardwood Lumbermen's Association

We are officially in the holiday season, but my thoughts have already turned to February. Not many people in the Midwest celebrate February, but for me, it answers some questions that have long been on my mind.

The obvious question is, “Why do over a thousand hardwood industry professionals come to Indianapolis in the grey of winter?”

And the second: “Why would a company (let’s say Coca-Cola, for example) pay five million dollars for 30 seconds of a TV ad during the Super Bowl?”

After years of thought, I found the answer as I worked with my talented colleagues across the country to develop the Real American Hardwood campaign. And the answer is simple, but before I reveal it, and before you plan to watch the Bills-49ers Super Bowl after your return home from the IHLA convention, let’s talk about those Super Bowl ads.

Isn’t Coke well-known enough NOT to need to advertise during the Super Bowl? Wouldn’t the same be true for Budweiser, Chevrolet, and McDonald’s?

After countless meetings with Canvas United and the RAH team, here’s what I have decided: It’s not about the product; it’s about feeling good. Does McDonald’s talk about how tasty their food is? Never?

Does Coke tout healthy choices? Of course not. But what their Super Bowl ads do is create conversation, provide memorable experiences (Mean Joe Green), and trigger emotions.

Most importantly, these ads embed themselves deep in our subconscious, so while we stand in the grocery store in July, weighing the decision about Coke versus a cheaper, or generic option, we end up reaching for the Coke because it makes us feel good. We chose Coke in July because of the trigger Coke planted during their Super Bowl ads over several years.

When we bought our daughter’s first car, there were plenty of comparable choices, but at the critical moment, my mind returned to a TV ad where one company emphasized their car’s safety record, and my decision was made.

So, if Coke didn’t continue to advertise, I assume sales would go down proportionately, or even worse, it would raise the odds for a less expensive competitor. Finally, it also creates a good feeling after the purchase, so when you have those guests over for the next Super Bowl, you feel good – no, make that GREAT – about the fact you have beautiful hardwood floors in your home and you can offer them Coke instead of an off-brand cola.

When you receive that registration form to come to the IHLA convention this month, you don’t think about whether or not you should attend. You think, “How fast do I need to fill this out and return it?” because from experience, you know the hotels will sell out and the best restaurants will fill up. You don’t want to miss out on the positive vibes and business advantages you always get from Indianapolis each February.

The best advertising minds have designed your Real American Hardwood campaign, which is supposed to invoke emotions and educate the public about the benefits of hardwoods. It is there to plant that seed today so that when consumers make decisions later, their minds will go back to why they should choose real hardwoods over the imposters. It’s there; we need the industry to fund it at a rate that is collectively very affordable. It unites our industry and benefits everyone from the landowner to the sellers of finished goods.

Invest your marketing dollars in good feelings. If it works for Coke and Bud, it’ll work for wood!