Talon Certified Floors —
From the Floor Up: Concept to Company
Talon Hardwood is the best hardwood flooring on the market, period. Sustainable, American-made, 4 times more durable than any other hardwood flooring. In three months, The Zest Lab took Talon Floors from concept to company.
Talon launched as a fully functional multi-channel retailer. The Zest Lab developed a brand around the iconic eagle. We also developed the necessary items to launch as an omni-channel retailer including web development, product packaging, catalogs, and store displays. From there, we acted as the entire marketing arm. We designed and executed all functions from email and social media to presenting at the Kitchen and Bath Industry Show and endemic campaigns with the HGTV Smart Home.
Objectives
Create a brand that appeals to a higher-end American homeowner looking for the best product on the market.
Launch Talon as a fully functional omnichannel retailer.
Continue to drive traffic with the design and execution of all marketing services.
Services
- Branding + Marketing Strategy
- Creative + Production
- Social Media, Influencers + Public Relations
- Promotional Campaign Management
- Digital, Web + eCommerce
- Direct Mail
- Experiential Marketing
- Media Planning
- Signage, POP + Visual Merchandising
Branding
First, we developed a unique value proposition. Then, we brought all the amazing features of Talon to life in its branding.
Advertising
We implemented an advertising mix best suited to reach and impact Talon’s target customer. This included a new catalog, ads in Fine Homebuilding Magazine, a direct mail piece, and, in addition to radio and tv spots, sponsorship from Dr. Laura.
Signage + Packaging
We created interest in the store with a large, browsable display which educated customers on the benefits of the product. A sample box was also designed that told the Talon narrative as the customer opened the box. Other projects included truck wraps outdoor signage, product packaging, and labels.
Endemic
Instrumental to fueling the fire of the Talon launch were its endemic partnerships. Talon Hardwood made the most of its media buy premiums by becoming a featured sponsor of the HGTV Smart Home and Food Network Fantasy Kitchen.
Web + Digital
The Zest Lab built Talon. We had to design, develop, and manage all necessary digital services. This included a fully functional website equipped for the Talon Direct direct-to-consumer buying experience to social media accounts and email marketing.
Trade Shows
The Zest Lab took Talon from an idea on the drawing board to presenting at the world’s largest kitchen and bath industry show in three months.
