Question

Topic: Advertising/PR

What Is The Best Way To Market A Flooring Company?

Posted by Anonymous on 8/31/2009 at 2:43 PM ET 125 Points
Any and all ideas will be helpful. We are in a current stand still and in the process of redesigning and launching an interactive website. We currently advertise in smaller magazines and have had the most success in those. We have advertised on radio, TV, and in trade shows, but during this economic downturn haven't generated to many leads and stopped.

We are a BBB accredited member, ROC member, involved in Chambers and have an amazing customer referral program.

The most difficult part is driving to work and seeing trucks full of carpet rolls and knowing that could have been our job.
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  • Posted by michael on 8/31/2009 at 2:53 PM Accepted
    Dianna,

    Cheapest? Email
    Most efficient? Postcard mailer
    Most closed sales: Door to door.

    In my local paper I can find the list of new homeowners.

    I remember that we bought new carpet for the whole house before my daughter was born. So...do you have a babies are us in town?

    Michael
  • Posted on 8/31/2009 at 2:53 PM Accepted
    A few questions before we can help you out.

    Who is your target market? Homes? Hotels? Restaurants? Do you specialize in a particular market?

    What makes you different? 2-Day Delivery? "Eco-friendly materials"?

    Do you have testimonials? Do you offer tutorials or information for new carpet buyers? Any resources on how to make the process easier?

    Videos showing the installation process? Or, before and after pictures?

    Is there a guarantee?

    Are you piling on the value (pardon the pun)? Decorating help? Inspection (to make sure the surface is flat, clean, etc. and speed up installation)?

    Can you share a link to your current site? That will help too.

    Jodi
  • Posted on 8/31/2009 at 4:59 PM Member
    Hi Dianna,

    It looks like what you need is to differentiate yourself and narrow down a specialized niche (rather than trying to sell to everyone).

    Position yourselves as say, the hotel flooring company. Then the rest of the plan follows naturally (hotel trade shows, hospitality associations, hotel magazines, hospitality blogs, etc).

    Address the particular problems hotels have: lots of flooring at once, carpet that can be replaced easily (modular pieces) if there's a spill, something that wears well and looks good, etc.

    Develop content specifically for hotels that address common flooring problems or questions. Have a series of tutorials or interactive options that let customers pick an area (reception, hallways, rooms, restaurants) and then choose colors, materials, etc. (so they can see what it would look like).

    When will the new site be ready? Post it when it's done so we can have a look.

    Jodi
  • Posted by Gary Bloomer on 8/31/2009 at 6:55 PM Accepted
    Dear Dianna,

    So, you've done what many small businesses do in down turns and you've pulled in your marketing horns.

    Trust me, I understand how this cuts costs and helps cash flow,
    but it's also a way to run yourself down and ultimately, for many businesses, it's a way to run yourself out of business.

    IN the long run, cuts of this kind are false economies because they can actually hurt, not save a business. The mind set to get into is to see marketing as a long term investment, not as a short term reduction of expense.

    You said "The most difficult part is driving to work and seeing trucks full of carpet rolls and knowing that could have been our job."

    Sadly, by marketing less this dip in your sales curve will continue
    if people (potential customers) don't know about you or are not reminded about who you are, what you do, your professionalism, your stellar service, or are not kept apprised of the amazing value, and astonishing benefits you provide.

    When it comes to most goods and services outside of our essential needs (food, shelter, and safety) people have short recollections of who does what, where, and when. So in order to remind them you MUST put your service where they can see it and understand it frequently and consistently.

    You may want to contact or partner with other businesses, the owners of whom are in a position to refer your services (and ultimately, you theirs): real estate agents, home builders, construction companies, social and country clubs, housing associations, house painters, cleaning companies, moving companies, home décor department stores, interior decorators, electricians, plumbers, dry cleaners, security companies, fire prevention advisors, window repair and renewal companies, professional organizers, insurance and loss adjustment people, and financial planners.

    This is advice I've given to an insurance claim company with good feedback: Many of these businesses have some kind of organization, forum, or trade group to which it's owner is connected. Find as many or as few as you think might be appropriate and work with them on some kind of joint venture or cross promotional campaign.

    Offer discounts or special terms on loss recovery to their customers, offer to pass on their details to YOUR list.

    This way, you support other local businesses and they support you. This kind of referral network could be valuable in lots of differing ways. But mostly, it’s about generating relationships and using those connections to make more connections.

    I hope this helps you. Good luck.

    Gary Bloomer
    Wilmington, DE, USA
  • Posted by CarolBlaha on 8/31/2009 at 8:29 PM Accepted
    I was a manufacturer rep for floor covering too many years to admit too. As a manufacturer, I feel the same remorse driving behind a truck delivering anything other than my carpet. I spent a lot of my time doing PK's to teach not only people my saleable points, but how to sell.

    Look within, why wasn't it you?

    You need to get from behind the desk and market yourself. Especially if you want hospitality-- that behind multi family is most price sensitive.

    Tap your reps. Find out the selling features of the products on your floor. In this biz, it's not price-- its knowledge they buy. Consumers don't buy price- they buy solutions. Your reps should be giving you leads.

    That is why you can compete against the biggys. I have independents say "Yeah" when a Big Box moves in.
    You have to look at what they sell-- realtor beige-- fuzzy side up the lowest face weight they can get. If your biz is that-- close the doors. Shop them, if you can find someone to help-- they know nothing about the product. There is your niche.

    They sell product very cheap but installation is thru the roof-- when its said and done (oh you want a transition strip??)

    I flat out told someone-- if initial low price is the determining factor-- I am not your girl. You will spend more- and I will tell you why. I would lose some- but I won more than I lost.

    My manufacturer was not the cheapest but we sold the hcik out their benefits- and I got the atta girls for it ($) In fact I have failed miserably on anything where the differentiator is price.

    I will also tell you most FC commercial retailers do NO marketing-- personal relationships. That is commercial.

    Residential is different. Are you on the ANSO and DUPONT rebate programs? They give you co-op dollars to spend on advertising. Those full page ads?? They feature Dupont-- cause DuPont will PAY for it. You are leaving a lot of marketing $ on the table.

    I had a long day, leaving at 3AM for a flight to Virginia -- worked all day and got my sorry butt back home. Please, ask follow up questions.

    But I know with my background I can help.
  • Posted by marketbase on 8/31/2009 at 9:40 PM Accepted
    So many terrific ideas here, may I contribute:

    1) fully utilize that "amazing customer referral program" send letters thanking past customers, ASK for referrals outright.

    2) as with hotels, consider contacting owners/property managers of apartment complexes, retail malls & strip centers and/or residential/CRE condominiums with the same ideas. As customers move in, move out, upgrade, downgrade, sublet, whatever, there is a need for new flooring (much the same as there is for wall covering/paint)

    Best of luck,
    jag
    MarketBase

  • Posted by CarolBlaha on 9/1/2009 at 4:18 AM Member
    You mentioned one of your niches are "green". Remember that green is a feature and you have to sell the benefit. There isn't a flooring manufacturer out there that doesn't have a good enviro story. But few retailers understand that. Again, tap your reps.

    I think the biggest opportunity here is promoting cork. Many feel that cork is the best flooring option-- because of its enviro attributes and long life cycle. Yet, many retailers poo poo it because they afraid to install it.

    I worked with a dealer who once a month would have tabletop displays of new, green products. She'd invite in designers and reps would be allowed to feature one product each month. She'd only have 4 or 5 featured products a month, which kept it fresh. Her clients would rotate table to table and we'd go over our lines, answer quetsions, etc. She'd have wine and snacks. If you didn't want to do wine, do tea- in fact i'd call it-- "Green Tea".
  • Posted by CarolBlaha on 9/1/2009 at 8:31 AM Member
    Wow, that's an excuse -- but its no reason. The poster sees trucks with rolls of carpets making deliveries cause people are purchasing her product everyday-- just not from her. Sales are down in this biz, but they aren't a disaster. Sales on this product are being made every day. It might as well be her. But with apologies to Phil, if you say, "its the economy and not me", just pack up the tent and fold. Or she can get out and sell something.

    The dealers who built their biz model around new home sales are having the hardest time. But commercial is carrying a lot of dealers thru. We just bought a home in a place with double digit unemployment and had two sold underneath us-- went full price while we tinkered and decided, lost one cause we didn't want a price war-- with 3 other buyers. That house went above asking price. We almost lost this one cause our mortage co, even with preapproval a promise to close in 45 days (or they'll write us a cheque for a penalty), had such a backlog of applications --just couldn't get it done on a timely basis. And in all-- the flooring was the first thing out the door. It wasn't discretionary.

    The dealers who built their biz model around the remodeling niche vs new and do a blend of commercial and residential-- are down, they've cut overhead-- but are OK. They are able to pivot and go where the $$ is. They get out and network, build fusion marketing partners and make their reps work for them. They go to plan rooms and make cold calls.

    A lot of people aren't putting their house on the market cause the value has fallen or they see there are a lot of homes already on the market. So, they are improving what they have- so they can sell it at a better time-- and the improvements will make it livable while they stay and help the value.

    One of my clients is one of the top flooring dealers in the country-- no survey rates him under 3rd. His sales are down a whopping 7%. I don't think that's a disaster. The business is there, you just have to go get it.
  • Posted on 9/8/2009 at 11:33 AM Accepted
    Do you have relationships with any of the reps from the publications in which you've advertised? If you do, you could try and get an article, or series of articles published (preferably online) that can establish you as an 'expert,' and ADD VALUE for b2b and b2c customers.

    You can either write the articles yourself, or create some buzz about your company or products that would generate articles from editors at targeted publications. (both trade and consumer pubs.)

    And put the articles on your own website.

    Part of the problem with advertising in print publications may be that no one's reading them anymore. Most people/companies are getting their information from online sources.

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