Marketing Mastery

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  • Marketing mastery: How to convert more door swings into sales

    April 2/9, 2018: Volume 33, Issue 21 By Jim Augustus Armstrong   (First of two parts) “We’ve been advertising with Angie’s List and Home Advisor, and running Google AdWords,” a dealer from Colorado said during a meeting about additional ways to market his business. I asked him what his monthly ad spend was and he said about $6,000. I followed up by asking how many walk-ins out of 10 wind

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    Marketing mastery: How changes to Facebook affect your marketing

    March 19/26, 2018: Volume 33, Issue 20 By Jim Augustus Armstrong   Facebook recently made major changes to its newsfeed and the types of posts that will be favored moving forward. “As we roll this out you’ll see less public content like posts from businesses, brands and media,” Mark Zuckerberg, Facebook CEO, announced recently. “And the public content you see more will be held to the same standard—it should encourage

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    Marketing mastery: How to fix bad reviews

    February 19/26, 2018: Volume 33, Issue 18 By Jim Augustus Armstrong   (Second of three parts) “I remember this guy,” a dealer from Minnesota told me. I had just pointed out to him that he had a negative review on Google. “He was rude to my staff and made unreasonable demands. When we told him we couldn’t give him what he wanted he left this lousy review.” Many dealers can

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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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    Floor Covering News

    Press Release

    Crossville’s Physics collection offers sophisticated update on classic colors

    Crossville, Tenn.—Crossville Inc. has launched Physics, a new porcelain tile collection offering a fresh, sophisticated interpretation of a classic visual by incorporating micro-particles for a subtle mingle effect. This domestically-produced

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    Karndean Designflooring challenges guests to ‘see flooring differently’ at HD Expo

    Export, Pa.—Karndean Designflooring invites hospitality designers, managers and hotel owners to see flooring differently May 2-4 at the company’s booth at HD Expo in Las Vegas. From the company’s original

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    Plans underway for 2018 fcB2B annual meeting

    Dalton, Ga.—The next annual fcB2B meeting will be held Oct. 16-18 at the Embassy Suites Hotel located adjacent to Atlanta’s Hartsfield Jackson Airport, according to Scott Humphrey, chief executive officer,

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