| Flooring America’s
New Ad Campaign On Target, Say Focus Groups
Manchester, NH (March 4, 2004) – Flooring America has
used focus groups to determine that its new
advertising successfully targets its predominantly female customers,
according to the retail floorcovering
cooperative. Participants in the groups reacted favorably to
the new campaign, which is intended to promote a personal, sustaining
relationship between Flooring America and its customers. As
part of its redesigned advertising campaign, Flooring America
is introducing a new tagline: “With You Every Step of
the Way.” The theme will be prominently displayed in the
company’s broadcast, print, direct mail, and website advertising.
The newest advertising materials made their debut at Flooring
America’s spring convention on March 4-6 in Houston, Texas.
Results from studies conducted in Boston and Nashville established
that their new creative direction,
distinguished by a softer look and more personal appeal, resonates
very favorably with women, according
to Deb Binder, Flooring America’s Vice President of Marketing
and Advertising.
“Female participants in the focus groups felt drawn
to Flooring America as a store with neighborly attention to
quality, service, and reliability, said Binder. “At the
same time, they were impressed by our national reputation, and
by the low prices due to the combined buying power of our more
than 545 stores.”
“Our newest ads will emphasize our commitment to providing
expert service on a personal basis,” said Evan Hackel,
Flooring America’s President. “Our goal is to distinguish
ourselves from competing specialty retailers by establishing
a trusting, continuing relationship between our members and
their customers.”
New in-store signage and brochures will reinforce the new
campaign’s emphasis on services. Signs will help the customer
navigate the different sections of the showroom; and brochures
will educate the customer on the many options available to her
and provide tips for making a sound choice.
Flooring America’s website, www.FlooringAmerica.com,
is also undergoing changes, with the first phase of its development
on display at the recent convention and scheduled to go online
in early March. The updated website will provide more informational
features for the customer, including the addition of new features
to the online version of Home Emagination, the company’s
interactive decorator.
About Flooring America
Flooring America, with a sales volume of $1.4 billion, consists
of more than 500 member-owned floor covering stores throughout
the United States and Canada. Flooring America provides members
with exclusive brands and warranty programs, comprehensive multi-media
advertising programs, complete showroom merchandising packages,
plus training in management and sales. It operates as a division
of CCA Global Partners, the world's largest flooring group.
For information on becoming a member of Flooring America, contact
Tom Heffner, National Membership Director, at 800-466-6984,
ext. 1501.
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