CHAGRIN FALLS, OHIO—Tarkett will substantially increase its show floor presence at Surfaces 2011 to more than 7,700 square feet of exhibit space with multiple levels.
The goal was to create an interactive, kinetic space that would showcase the qualities of the company’s innovative, value- and performance-driven flooring in a real world setting, according to mill officials. This is highlighted in “floor view” advertising and imagery that shows everyday activities on Tarkett floors.
The booth addresses what retailers want to see in a convention space with regard to the brand message. “We reached out to more than 100 retailers across the nation and asked what keeps them up at night and what they needed to make their business better,” said Gary Finseth, director of marketing, Tarkett Residential. “These and a vast number of similar business development questions gave us the input to develop our exhibit space as a direct response to address their specific needs regarding product quality, performance and value, brand awareness and traffic-generating assistance.”
Tarkett went so far as to use dealer quotes throughout the booth in a visual Q&A format. “When you walk through the Surfaces booth you’ll see their actual quotes, and beneath their quotes you’ll learn how Tarkett addresses those needs via our products, programs or services. This is how we listen and deliver,” Finseth explained.
In an effort to engage in two-way conversation beyond the dealer survey, the manufacturer will be installing four 46-inch, interactive touch screens in the center area that is designed to grab visitors’ attention from the aisle and draw them into the booth. “They will be colorful and full of motion when in use so it is sure to draw attention from passersby to come see what they are all about,” Finseth said.
Topics to appear on the screens include:
- The overall brand story
- Products from LVT to FiberFloor to sheet and laminate
- Your customers
- Getting the word out about Tarkett products
- Design and color
- Programs and services, and
- Its sustainability story.
Another unique part of the booth will be a new selling venue, the first of its kind for Tarkett. Occupying more than 2,000 square feet of booth space, it is designated as the go-to section of the floor for exclusive Surfaces deals on current and running Tarkett products. Short roll item deals will also be available on a first-come, first-serve basis.
For more information, call Tarkett at 800.367.8275.