Empower.Enlighten.
Aggressive New Marketing Strategy Positions FA Members for Success in 08-09
Manchester, NH (July 21, 2008) —Why say “out with the old, and in with the new,” when you can have the best of both worlds? Driving traffic into Member showrooms is at the heart of Flooring America and Flooring Canada’s marketing strategy for 08-09. By utilizing a blended marketing strategy – and managing it with a new online advertising technology/program called AdPro – they will be teaming their best and brightest marketing campaigns of the past with new and exciting media marketing options, resulting in unprecedented reach for their message.
“We understand that, during rough economic times, you have to advertise smartly and aggressively if you want to keep a presence in the market,” said Debi Binder, Flooring America’s vice president for marketing. “We also need to be sure our members are maximizing the effectiveness of their spending right now. So we are leveraging the success of our tried-and-true traditional media advertising programs, while at the same time embracing new media marketing options to create a blended strategy that will allow our members to effectively and aggressively reach the right target audience.”
This new strategy for marketing, along with the details of the program, were introduced to members at the Flooring America Flooring Canada summer convention, entitled “Vision 2 Action,” July 21-23 in Nashville, Tenn. Traditional media advertising – including print, direct mail, radio, television, and more – has been re-designed for maximum effectiveness, and utilizing their most successful and profitable past promotions.
To manage the many advertising tools at their disposal, members will be introduced to a new program called AdPro. This online tool will help them maximize exposure in the best arenas by storing, tracking and delivering extremely useful information to help them advertise more effectively and efficiently than ever before.
“These initiatives will make it easy for our members to position their businesses front and center before a huge number of local shoppers who are searching for the floor covering products and services they sell,” said Binder. “And they will be able to track the effectiveness of their efforts with AdPro. This ensures that our members will have the strongest possible message, with the most effectiveness for their dollars, to keep them in front of their key customers.” Tracking is vitally important because it enables members to truly measure the effectiveness of their marketing dollars. It is the key to understanding what methods most effectively drive traffic into the showroom, increase sales and showroom market share and is critical for ensuring future marketing dollars are spent efficiently, especially in today’s economy. “It is also the most difficult, said Binder, “and this is one of the many things that we can help our members with that is a challenge for them to do on their own.”
About Flooring America and Flooring Canada:
Flooring America (FA) and Flooring Canada (FC) are divisions of CCA Global Partners, the world’s largest flooring group. With a sales volume of $1.7 billion, FA and FC comprise 600 member-owned floor-covering stores throughout the U.S. and Canada. Flooring America and Flooring Canada provide members with exclusive brands and unique warranty programs, comprehensive multimedia-advertising programs, complete showroom-merchandising packages, plus sales and management training. Learn more at http://www.FlooringAmerica.com. For information about becoming a member, call Bill Hosner at (866) 315-8705.
