Road show showcases floor trends
Anaheim, Calif.—According to Scott Humphrey, CEO of the World Floor Covering Association (WFCA), the first leg of the association’s annual consumer media tour in New York was a “tremendous success.” Following a stop in New York, the WFCA team will take the tour to Birmingham, Ala., to meet with Southern Living and other outlets, before heading to Des Moines, Iowa, to visit the Better Homes & Gardens family of publications.
From the Midwest, the team will then head to San Francisco to meet with Sunset magazine, among others. The tour will culminate in
From the Midwest, the team will then head to San Francisco to meet with Sunset magazine, among others. The tour will culminate in Southern California where representatives will speak with targeted newspapers and other publications. From the Midwest, the team will then head to San Francisco to meet with Sunset magazine, among others. The tour will culminate in Southern California where representatives will speak with targeted newspapers and other publications.
To prepare for the tours, WFCA trend scouts select innovative new products that launched at Surfaces 2013 to share with the press. In total, WFCA contacted over 40 manufacturers from around the world to participate. Making the list for 2013 are products ranging from area rugs made from recycled silk Sari dresses to a cork laminate line.
The tour kicks off each year in New York, home to the country’s largest collection of consumer home and shelter magazines targeting women. The New York leg, which took place from May 2 to May 4, included stops at O, The Oprah Magazine, Woman’s Day, Good Housekeeping, Veranda, Interior Design, Country Living, Popular Mechanics, Elle Décor, HGTV Magazine, Traditional Home, This Old House, House Beautiful, Distinctive Kitchens & Baths, Parents, and more.
The reception from media sources this year has been very positive, Humphrey noted, with nearly all reporting that they plan to use the information provided in feature articles in upcoming issues. “As an association, we have a unique opportunity to seed stories with the most important consumer press outlet. We provide an unbiased voice about flooring that is sought after and respected by the editors. With no agenda to place articles about specific product lines, we’re able to serve as a sounding board as well as a catalyst for story ideas.
“Through the relationships we foster and nurture on our media tours each year,” he continued, “we become a source editors call when they are working on articles involving flooring. We, in turn, are able to pass these opportunities for press coverage along to our members. The opportunity to have conversations about flooring with the very people that are influencing millions of consumers across the country is priceless in my book.”
Humphrey and Leah Gross-Harmon, principal of Story Dept., WFCA’s public relations agency of record, staff the 2013 media tours.
Following the 2012 tour, manufacturers that participated were featured in magazines including: House Beautiful, Better Homes & Gardens, Traditional Home and Signature Kitchens and Baths, just to name a few. In total, WFCA’s consumer awareness campaign generated hundreds of millions of consumer impressions with over $9 million estimated ad equivalency.
For more about the WFCA, call 800.624.6880 or visit WFCA.org.