| Flooring America & Flooring Canada Introduce Local “Heritage” Marketing to Promote National Brand
Manchester, NH (August 25, 2005) — Flooring America and Flooring Canada’s newest
direction toward personalized advertising and marketing efforts continues their push to
build a national brand.
Flooring America and Flooring Canada unveiled an entirely new marketing
campaign for the first half of 2006, which will address the heritage of each store’s local
ownership, highlight their entrepreneurial spirit, and create an increased presence in their
communities through personally customized print, direct mail, television, and radio
advertising.
“Many of our members have been rooted in their communities for years, passing
the store down from generation to generation,” said Deb Binder, vice president of
marketing. “Through this campaign, we’re helping customers recognize Flooring
America and Flooring Canada as their trusted friend in the flooring business.”
With more than 575 independent Flooring America and Flooring Canada stores
throughout North America, each member can customize their advertisements by adding
their image, their voice, and their personality to amplify local recognition within their
communities. Print ads, circulars, and direct mail pieces can now cost-effectively include
individual store histories, staff photos, and quotes. Customizable radio scripts have been
developed, giving members the option of using their own voice or a pre-recorded
announcer voice. In addition, Flooring America and Flooring Canada will hold five video
shoots throughout the United States, to create seven promotional and two image
television commercials featuring owners as spokespeople, while maintaining the
consistent quality, look, and feel of the national brand.
“This new campaign emphasizes the fact that people trust people more than they
trust a product,” said Binder. “We’re giving our members an advantage the larger home
centers cannot compete with and strengthening our steady climb to the top of the
floorcovering industry.”
The campaign’s printed materials also received a color and design makeover.
After researching home interior fashion trends, equally eclectic colors were tastefully
combined to create a more contemporary, sophisticated color palette. Plus, a cleaner,
streamlined layout was chosen with modern, idea-generating room scene and
floorcovering photography.
As part of national advertising, Flooring America and Flooring Canada have
created shorter format versions of their 30-minute Infomercial, which has already proven
to be an outstanding brand-building medium. The shorter 60-second and 120-second
direct response spots contain completely new creative and are currently being tested on a
variety of female-targeted cable networks, plus Dish Network and DIRECTV
demographic-specific packages.
Other marketing efforts continuing to create national brand recognition include:
search engine optimization for FlooringAmerica.com and FlooringKnowledge.com; a
new vertical partnership with OneSourceFlooring.com that allows visitors to find the
Flooring America or Flooring Canada location nearest them by entering their zip code;
and 100% national coverage in the Yellow Pages. Niche marketing will also become
more prominent in 2006, with fashion-driven advertisements targeting an upscale, highend
customer and a positioning campaign designed to highlight the advantages of
Flooring America/Flooring Canada services compared to the home centers.
About Flooring America and Flooring Canada
Flooring America and Flooring Canada, with a sales volume of $1.4 billion,
consist of more than 575 member-owned floorcovering stores throughout the
United States and Canada. Flooring America and Flooring Canada provide
members with exclusive brands and warranty programs, comprehensive
multi-media advertising programs, complete Showroom merchandising
packages, plus training in management and sales. They operate as a
division of CCA Global Partners, the world's largest flooring group.
For information on becoming a member, call Russell Smith
at 800-450-7595 ext. 2139. Flooring America and Flooring Canada
logos and photography of Tim Leaver can be downloaded at
www.weintraubadv.com/fame.
|