Anderson Uses the Soft Sell in New Hardwood Floor Ads, Cable TV and Shelter Books Targeted in Consumer Push
The "Dance of Life" is the theme of a new warm and fuzzy consumer ad campaign from Anderson Hardwood that is aimed at creating greater appreciation for hardwood floors. The new marketing effort includes a television spot running on The Learning Channel's home improvement show "Moving Up." In addition, a print ad using the same theme has already begun running in Traditional Home.
The company's decision to run the ads during "Moving Up" coincides with Anderson's involvement as a supplier to the show. The first scheduled broadcast of the ad will come during a show that includes the installation of 450 square feet of Anderson hardwood floors in a family's home. Subsequent episodes of "Moving Up" will also feature families to whom Anderson has donated flooring. The new TV spot will run during these episodes as well.
The spot is slated to run on other TLC shows including "Trading Spaces," and will also be seen on the cable network HGTV.
The print ad features a smiling and barefoot young girl in a ballet dress and tiara who is reaching up to dance with a man who is presumably her father. The accompanying copy reads: "You can't perform in the dance of life without a really good stage." Prominently featured is a shiny dark-toned wood floor. In addition to Traditional Home magazine, the ad is set to appear in such upscale national publications as Veranda, Oat Home, Architectural Digest, Better Homes & Gardens/Better by Design and Fabulous Floors among others.