Tag "marketing"

    Guest column: Is millennial marketing overrated today?

Guest column: Is millennial marketing overrated today?

January 8/15, 2018: Volume 33, Issue 15 By Matt Beaudreau   The big question on the minds of many businesses today, whether you’re selling laminate flooring or Lamborghinis, is how do we reach this group that everyone is talking about—the millennials? For the purposes of this conversation, we define millennials as follows: those born between 1977 and 1995. The long and short answer is retailers first need to look beyond

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Al’s Column: How to develop a ‘right-sized’ marketing plan

December 18/25, 2017: Volume 32, Issue 14 By Jennifer Smiga   (First of two parts) The slick print campaigns and glowing Instagram stories of big brands can make successful marketing feel out of reach, especially when you are running a one-person marketing department for a company, drafting budgets while posting to Facebook in the same day. It could even be soul crushing. If you’re in this position, don’t let it

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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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    Al’s column: Maximizing your online presence

Al’s column: Maximizing your online presence

November 6/13, 2017: Volume 32, Issue 11 By Jay Flynn   Search-engine optimization. Pay per click. Organic (and paid) social media initiatives. All these elements stand to have a big impact on any online marketing strategy. So the question is: Why aren’t more flooring retailers taking advantage of these tools? They’re not acronyms and strategies to be afraid of but rather embraced. Still, just a mere mention of many of

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    Digital marketing: Retailers sharpen search optimization strategies

Digital marketing: Retailers sharpen search optimization strategies

October 9/16, 2017: Volume 32, Issue 9 By Lindsay Baillie   It should come as no surprise that today’s consumers start their purchasing journey online. Many use search engines, social media, company websites, review platforms and online advertisements to obtain more information about products—or retailers, for that matter—so they are better positioned to make a purchasing decision long before they enter the store. To get noticed flooring dealers must have

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    Deutsche Messe decentralizes marketing activities, appoints new spokesman

Deutsche Messe decentralizes marketing activities, appoints new spokesman

Hannover, Germany—Deutsche Messe’s supervisory board has granted approval for the decentralization of the company’s marketing and public relations division. Effective immediately, all marketing and PR activities are being dispersed to three MarCom (marketing communications) departments, which will have direct responsibility for sales in the company’s core and potential core fields of business. “Our aim in decentralizing marketing and PR and integrating them directly into our sales structures is to make our

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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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    Al’s Column: Turning ordinary shops into ones that ‘pop’

Al’s Column: Turning ordinary shops into ones that ‘pop’

July 3/10: Volume 32, Issue 2 By Pamela Danziger   A recent survey among small businesses conducted by American Express found growth is the No. 1 priority for small businesses, and that means marketing. Of course, online and social media is a given, but it takes more than high-tech tactics to invigorate marketing for small independent retailers—flooring stores included. The real power of marketing a small business comes through the

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    Installation: M-D PRO clients applaud rebranding focus

Installation: M-D PRO clients applaud rebranding focus

June 5/12, 2017: Volume 31, Issue 26 By Lindsay Baillie   Loxcreen Flooring Group and M-D Building Products recently consolidated its Professional Distribution Channel operations under the new name, M-D PRO. Encompassing all of its professional accessory product lines except PROVA, M-D PRO has developed a new logo to replace Loxcreen Flooring Group for all future product labels, social media and marketing materials. Since the start of its rebranding, M-D

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    Karndean Designflooring names new product manager

Karndean Designflooring names new product manager

Export, Pa.—Karndean Designflooring has added Samantha Baker to the company’s internal marketing team. Baker will fill the role of product manager, formerly held by Jenne Ross who was recently named the company’s director of marketing. In her role as product manager, Baker will be responsible for planning and coordinating the execution of new product introductions and driving product development and enhancements, including market analysis, segmentation and forecasts. Baker will work closely

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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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    Melissa Quick to head product development, marketing for AVA brand

Melissa Quick to head product development, marketing for AVA brand

Toronto, Ontario, Canada—Melissa Quick has joined Novalis Innovative Flooring as the new commercial product and marketing manager for the AVA LVT brand. “Melissa brings over 30 years of experience with an extensive background in national accounts, customer service, relationships with designers across the country, brand marketing and LEED expertise,” said Mark Hansen, VP North America, Novalis. “Our commercial customers will most certainly benefit from her tremendous depth of talent, leadership

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    Marketing Online: 10 tips to help you create an effective social media strategy

Marketing Online: 10 tips to help you create an effective social media strategy

March 27/April 3, 2017: Volume 31, Issue 21 By Lindsay Baillie   For many retailers, jumping into social media is similar to exploring uncharted territory. It is unfamiliar, time consuming and poses the risk of failure/getting lost. However, now more than ever, social media has become a crucial part of the consumer’s search for products and services. If you are not maintaining your presence on social media, you run the

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    Technology: Emser Tile, Chameleon Power test virtual reality tool

Technology: Emser Tile, Chameleon Power test virtual reality tool

February 27/March 6, 2017: Volume 31, Issue 19 By Nicole Murray   Las Vegas—Emser Tile and Chameleon Power gave Surfaces attendees a “virtual” first look at an innovative tool that allows consumers to browse through products using high-tech goggles and sophisticated software. The program essentially lets users design their household in the virtual world to see what the final product will look like prior to purchase and installation. How it

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Shaw Floors teams with Lead Tool to help retailers drive store traffic and sales

Dalton, Ga.—Shaw Floors has recently partnered with Lead Tool, a leading cloud-based sales enablement and customer relationship management (CRM) software platform. A relationship with Lead Tool means Shaw retailers will have access to the company’s platform designed to provide a superior buying experience for consumers, driving both new and repeat business for Shaw’s retail partners. Lead Tool is perfect for those retailers wanting access to cutting-edge technology in order to

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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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