Marketing Mastery

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  • Marketing mastery: The power of social proof

    March 13/20, 2017: Volume 31, Issue 20 By Jim Augustus Armstrong   “Wow,” I thought to myself. “If I ever need tax help I’m calling this guy.” I was in the waiting room of a local CPA, looking through a very plain, white binder filled with letters from his clients thanking him for getting them out of tax trouble. They raved about how he got their tax bills cut by

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    Marketing Mastery: Inspiring 5-star reviews

    February 27/March 6, 2017: Volume 31, Issue 19 By Jim Augustus Armstrong   (Second of two parts) In my previous column (FCNews, Feb. 13/20) I discussed why online reviews are so critical to a retailer’s success. I also listed several highly effective, proven strategies for creating a fantastic experience for your clients. In this column I share some best practices for requesting reviews. Let’s assume you’re providing phenomenal service for

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    Marketing Mastery: How to inspire 5-star reviews

    February 13/20, 2017: Volume 31, Number 18 By Jim Augustus Armstrong   (First of two parts) Positive online reviews are important for creating differentiation, building trust and turning online shoppers into in-store buyers. The importance of reviews continues to grow. Consider these statistics: 92% of consumers now read online reviews vs. 88% in 2014. 94% would use a business with a 4-star rating. 88% trust reviews as much as personal

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    Marketing Mastery: Managing your online review strategy

    January 30/February 6, 2017: Volume 31, Number 17 By Jim Augustus Armstrong I was planning a recent business trip and, like I always do, checked the reviews of the hotels where I was considering staying. It was second nature, as much a part of making my decision as checking a hotel’s availability, pricing, amenities, etc. I do this for virtually any new service or product I’m considering to buy. I

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    Marketing Mastery: Five deadly website mistakes to avoid

    January 16/23, 2017: Volume 31, Number 16 By Jim Augustus Armstrong “What do you think of my website,” a dealer named Bob recently asked me. I pulled up his site and saw some common mistakes that were costing him thousands of dollars. Following are the biggest mistakes and how they can be corrected. Failure to differentiate. Bob’s site had the name of his business at the top, menu options of

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    Marketing Mastery: Maximize your sales team’s success

    January 2/9, 2017: Volume 31, Number 15 By Jim Augustus Armstrong “I’m trying to implement improvements to my selling system,” a dealer I was coaching told me. “But I’m getting resistance from some members of my sales team. How can I get them on board?” Many dealers can relate to this question. I get it most often when I’m helping them implement a more effective selling system. If you want

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    Marketing Mastery: How to make 2017 a huge success

    December 19/26, 2016: Volume 31, Issue 14 By Jim Augustus Armstrong (Second of two parts)   I teach dealers a three-step system for achieving any goal in their business or personal lives. In Part I of this series I covered the first step, which is to clearly define your “big rocks,” the important goals you have for your business. I also gave readers an assignment to write down two or

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    Marketing Mastery: Proven tips to ensuring success in the coming year

    (First of two parts.) December 5/12, 2016; Volume 31, Number 13 By Jim Augustus Armstrong “I’ve cut my weekly work hours in half and increased my revenue by 27%,” Earl Swalm, a dealer from Saskatchewan, told me recently. I was hosting a mastermind meeting consisting of a small group of flooring dealers, including Swalm. Prior to the meeting, he had set a goal to dramatically cut his work schedule and

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    Marketing mastery: Winning in today’s competitive arena

    November 21/28, 2016: Volume 31, Number 12 By Jim Augustus Armstrong Box stores, national chains and online sellers have deep pockets, which enable them to outspend small retailers in the advertising game. They also have strong purchasing power, which gives them advantageous pricing when buying wholesale. To the small, independent dealer these advantages can seem insurmountable. The good news is local retailers have unique advantages, which if leveraged properly can

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    Marketing Mastery: The growing importance of online reviews

    November 7/14, 2016: Volume 31, Number 11 By Jim Augustus Armstrong I was on Amazon recently to purchase individually wrapped computer screen cleaners, trying to decide between over a dozen options. I read several reviews to help me make a decision on what turned out to be a $19 purchase. How many times have you done the same thing for minor purchases? For that matter, how many times have you

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    Floor Covering News

    21st Annual Award of Excellence Survey

    Press Release

    Amorim Revestimentos invests 10 million euros in Hydrocork

    São Paio de Oleiros, Portugal—After only two years of Hydrocork’s launch, Amorim Revestimentos is taking a significant step and investing 10 million euros in its production infrastructure and procedures. This

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    UofCTS releases updated ITS Verification course

    San Diego, Calif.—The University of Ceramic Tile and Stone (UofCTS) has released an updated version of the Tile Installer Thin-set Standards (ITS) Verification course. Both the USA and Canadian versions of this

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    Gerflor USA increased LVT shipping in 2016

    Chicago—In 2016, Gerflor USA recorded a 500% increase in LVT shipments from its Chicago-based warehouse from June 2015-December 2016—significantly exceeding its U.S. growth goals. Contributing to Gerflor’s significant growth of

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