Marketing Mastery

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  • Marketing mastery: Winning the so-called path-to-purchase game

    September 11/18, 2017: Volume 32, Issue 7 By Jim Augustus Armstrong (First of two parts) In 2016 Synchrony Financial did a major-purchase study that focused on the path to purchase consumers take when they buy big-ticket items. The company found 85% of consumers begin their path to purchase online, 70% then visit a brick-and-mortar store and 82% make their purchase in the store. According to GE Financial, this entire process

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    Marketing mastery: Cut the rope to finally grow your business

    August 28/September 4: Volume 32, Issue 6 By Jim Augustus Armstrong   (Third of three parts) In the first two parts I compared a flooring dealership to a hot air balloon. It wants to float up into the sky but a rope is anchoring it to the ground. The rope represents the amount of hours you can physically work in your business. By cutting the rope, your business can grow

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    Marketing mastery: Cutting the ropes that are tying you down

    August 14/21: Volume 32, Issue 5 By Jim Augustus Armstrong   (Second of three parts) Picture a hot air balloon lifting off the ground, but it can’t go higher than 60 feet because of the rope holding it down. The balloon is your business, and the rope is how many hours you can physically work each week. Your business wants to soar, but eventually you reach the end of your

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    Marketing mastery: How to escape the feast-or-famine roller coaster

    July 31/Aug. 7: Volume 31, Issue 4 By Jim Augustus Armstrong   (First of three parts) How many of these statements sound familiar? “Business is slow, so I scramble to get more customers. The next month things pick up and I stress out and work long hours trying to stay caught up; then things slow down and the cycle starts all over again.” “I feel like I’m stuck at the

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    Marketing Mastery: Creating profitable referral relationships

    July 3/10: Volume 32, Issue 2 By Jim Augustus Armstrong   (Third of three parts) In parts one and two I presented strategies for developing and nurturing referral relationships with other businesses, and how those relationships can generate $250,000 to $1 million or more in annual revenue with extremely low marketing costs. Essentially the goal is to round up, nurture and profit from a herd of businesses that send you

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    Marketing mastery: Creating profitable referral relationships

    May 22/29, 2017: Volume 31, Issue 25 By Jim Augustus Armstrong   (Second of three parts) In part I of this segment, I outlined the reasons why developing referral relationships with other businesses is such a powerful and important strategy for growing your business. I also presented two strategies for developing these relationships. Here are some additional ways to create these referral relationships. The 3-step system Step 1: Send letters

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    Marketing mastery: Creating profitable referral relationships

    May 8/15, 2017: Volume 31, Issue 24 By Jim Augustus Armstrong   (First of three parts) “How many realtors send you referrals?” I was on the phone with a dealer from Texas, trying to determine where his sales were coming from. He mentioned he worked with some realtors who sent referrals. His answer: “five.” “How much revenue did these five realtors generate for you last year?” “About $100,000.” “That’s an

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    Marketing Mastery: How a burned-out dealer got his life back

    April 24/May 1, 2017: Volume 31, Issue 23 By Jim Augustus Armstrong   (Third of three parts) In part one I told the story of Earl Swalm, a dealer from Canada who increased his revenue by 50% and cut his work hours in half. In part two I covered some of the strategies he used to grow his revenue. In this section I’ll discuss how he was able to cut

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    Marketing Mastery: Take control of business, get your life back

    April 10/17, 2017: Volume 31, Issue 22 By Jim Augustus Armstrong   (Second of three parts) In the first installment (FCNews, March 27/April 3) you learned how Earl Swalm, a Canadian floor dealer, took control of his business and grew it by 50% in one year, while at the same time cutting his work hours to less than 35 per week. In this part I’m going to cover the most

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    Marketing Mastery: Note to dealers—Beware of burnout

    March 27/April 3, 2017: Volume 31, Issue 21 By Jim Augustus Armstrong   (First of three parts) “I was putting in 60 or more hours per week,” Earl Swalm told me. “I have two kids and I felt like I was missing out on a lot. It was really tough, very stressful.” Many dealers can relate. In this series you’re going to learn Swalm’s story. Specifically, how he took control

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    Floor Covering News

    Press Release

    InstaFloor partners with Duracryl

    Farmers Branch, Texas—Duracryl International B.V. and InstaFloor N.A. have formed a partnership, whereby InstaFloor will support and market Corques Liquid Lino (CLL), a liquid self-leveling linoleum product, in the North

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    Crossville launches new gauged porcelain tile panel collections

    Crossville, Tenn.—Crossville has announced the introduction of two gauged porcelain tile products: Calce and Cava. Neutral colors and delicate nuances mark the face of Calce, a line inspired by wet

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    INSTALL announces Canadian National Apprenticeship Competition winner

    Glassboro, N.J.—The best floor covering apprentices in Canada recently convened in historic Charlottetown, Prince Edward Island, for a unique installation competition. Marking its 25th anniversary, the United Brotherhood of Carpenters

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