Dalton — Beaulieu America announced that in 2015, it will take its product and promotions to a different place—to the dealer in the form of regional events it calls “Dealer Family Reunions.” With this announcement comes news that the company has decided to suspend its long-running participation at Surfaces in 2015.
“Beaulieu America is a family company,” said Stan Bouckaert, head of Beaulieu’s hard surface products. “We consider everyone we do business with as an extended part of that family—especially our dealers. Many of them have told us they can’t come to Surfaces to meet with us, so we’re going to them.”
Beaulieu also sees regional events as having the potential for connecting with the dealer’s own “family” of designers and sales associates in a much easier fashion because the events will be so much closer to their stores.
Plans are being formulated by Beaulieu to stage a dozen or more “reunions” in various markets around the country within driving distance by dealers and their teams. In the last several years, Beaulieu has supplemented its large exhibit presence at Surfaces with regional shows in a handful of markets like Dallas and Atlanta. Now it will re-channel its sales and marketing resources to add more events and more excitement.
“We eagerly anticipate the opportunity to hit the road for these regional events in 2015” said Mike Amburgey, CMO of Beaulieu America Residential. “We think it will allow us to gain a deeper understanding of the needs of more of our dealers as we re-connect with them and their teams one-on-one … like a long awaited family reunion.”