Marketing Mastery

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  • Marketing mastery: Are you a hunter or a rancher?

    May 14/21, 2018: Volume 33, Issue 24 By Jim Augustus Armstrong “How many of you communicate with your past customers on a monthly basis?” I asked a group of dealers at the Digital Domination Boot Camp I was conducting during the Chicago Floor Covering Association’s annual Product Showcase. No one raised a hand, but this is not unusual. I poll most of my audiences with this question, and at most

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    Marketing mastery: How to convert more door swings into sales

    April 16/23, 2018: Volume 33, Issue 22 By Jim Augustus Armstrong (Second of two parts) In part one of this series, I discussed how you can increase your closed sales ratio simply by maximizing your repeat and referred customers. In this installment, I’m going to discuss why having a selling system will also help you increase your closed sales. “We now have a 70% close rate,” Rob, a dealer from

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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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    Floor Covering News

    Press Release

    Brush up business management skills with corporate leaders

    Dalton, Ga.—Whether it’s financial management, marketing, customer service, negotiating skills or pointers on how to be a better leader, WFCA University’s business management curriculum can help keep you and your staff

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    Elegant Mosaics welcomes Rachel Moriarty to design program

    Elegant Mosaics welcomes the award-winning, leading homestyle expert Rachel Moriarty to its brand. Moriarty will be a key partner to the “Design, Play, Create” program, which Elegant Mosaics created specifically

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    Sustainable Surfaces, Hero Flooring receive LGBTBE certification

    Las Vegas—Hero Flooring and parent company Sustainable Surfaces have received their certification as LGBT Business Enterprises (LGBTBE) through the National LGBT Chamber of Commerce (NGLCC) Supplier Division Initiative. End users who support the LGBT

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