Marketing Mastery

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  • Marketing mastery: Giving Mrs. Consumer reasons to choose you

    January 8/15, 2018: Volume 33, Issue 15 By Jim Augustus Armstrong   “You’ve got to remember that every prospect searching online for a flooring store has an unspoken question on her mind: ‘Why should I choose you instead of your competitors?’” I told Brad, a dealer from Connecticut for whom I was doing an online marketing assessment. “Wow, I’d never thought of it that way,” he replied. “Most dealers haven’t,”

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    Marketing mastery: How to manage your online reputation

    November 27-December 11, 2017: Volume 32, Issue 13 By Jim Augustus Armstrong   I was doing an online marketing assessment for Susan, a dealer from California, when she said, “Jim, I can’t believe this dealer has a higher star rating than us. He operates out of a storage container, and he once pulled a gun on a customer.” I said to Susan, “Let’s walk a mile in Cathy Consumer’s shoes

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    Marketing mastery: Creating profitable Facebook posts

    November 20/27, 2017: Volume 32, Issue 12 By Jim Augustus Armstrong   “We paid a company to do Facebook posts for us and the results have been terrible,” the owner of four flooring stores recently told me. “We’ve pretty much given up on Facebook marketing.” I’ve heard similar comments from a number of dealers frustrated with their results from Facebook marketing. This isn’t because Facebook can’t be very profitable for

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    Marketing mastery: How to leverage your online reviews

    November 6/13, 2017: Volume 32, Issue 11 By Jim Augustus Armstrong   Statistics show nearly 90% of consumers consider ratings and reviews before making purchase decisions. This should come as no surprise in this era of Amazon, Google, Yelp, Facebook, Yahoo, Angie’s List and Home Advisor, to name a few. Let’s face it: These days, everybody is online—especially consumers in the market for floor coverings. This presents a valuable opportunity

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    Marketing mastery: How to win the path-to-purchase game

    October 23/30, 2017: Volume 32, Issue 10 By Reginald Tucker   (Second of three parts) When buying big ticket items ($500 or more), the average consumer spends 79 days on the path-to-purchase, research shows. Furthermore, 85% of consumers begin their path-to-purchase journey online, but 82% of the time do they make the actual purchase in a brick-and-mortar store. To that end, it’s important that retailers stay in front of their

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    Marketing mastery: The best social media platforms for business

    October 9/16, 2017: Volume 32, Issue 9 By Jim Augustus Armstrong   I sometimes hear busy flooring dealers make comments such as, “I keep hearing about the different social media platforms I should be using to market my business, but there are so many. I just can’t keep up.” It’s understandable for dealers to feel this way because there are a ton of options available. If you’re struggling to choose

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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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    Floor Covering News

    Press Release

    Novalis’ rigid products receive FloorScore certification

    Toronto, Canada—Novalis Innovative Flooring’s high performance core (HPC) and high density core (HDC) products have successfully passed SCS Global Services testing and fully qualify for FloorScore certification. These products include NovaFloor Serenbe

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    Armstrong Flooring recognizes another Elite Retailer

    Lancaster, Pa.—Floortrends, a family owned business that began in 1967 as Kawartha Karpet & Tile, is Armstrong Flooring’s newest Canadian Elite Retailer. It is the first Elite location for the

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    Armstrong Flooring announces price increases

    Lancaster, Pa.—Armstrong Flooring will initiate a 3% to 6% price increase on select residential and commercial sheet and vinyl composition tile products in the United States and, due to continued exchange rate

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