Manchester, NH, March 1--Flooring America and Flooring Canada armed members with new, key marketing programs designed to show the value of national marketing and build their businesses locally.
"Our five-year marketing plan is creating positive recognition of the Flooring America name and delivering exceptional results for our members," said Deb Binder, vice president of marketing. "We’re confident that innovative marketing tactics and company-wide efforts, like the Infomercial, a mystery shop program, our redesigned catalog, and six new monthly promotions across all media will only continue to give our members the competitive edge to drive traffic and sales."
The Flooring America Infomercial, launched in January 2005, has received outstanding response from consumers who call a toll-free number to request a "Free Flooring America Decorating Kit," according to the company.
Customers are given the nearest local Flooring America store name and phone number in the kit, and their names are also forwarded on to the local members.
Specifically targeted to a female audience, the 30-minute Infomercial explains the complete Flooring America/Flooring Canada story. The Infomercial has been airing on national cable stations such as Home & Garden Television, Oxygen, Women’s Entertainment Channel, and several others. Flooring America will conduct ongoing consumer research to modify and improve the effectiveness of the Infomercial as it continues to air throughout the year.
Due to its success last year, Flooring America redesigned their catalog, Flooring & Design, to give members another medium to increase traffic. The twenty-four page, full-color, design-oriented catalog offers better customization options and features more design tips to engage the reader. Dave Griggs of Dave Griggs’ Flooring America in Columbia, MO commented, "The catalogs are beautiful and have a lot of staying power. I had great success with the last one." Members can use the catalog in-store, at trade shows, and for customer mailings.
Other new Flooring America member programs included: a new vendor partnership to provide money-saving Yellow Pages services and programs and an online store that makes it easier for members to order customized printing and collateral materials.
