Article Number : 1025 |
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| Date | 4/30/2006 11:36:25 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=1025 |
| Abstract | By Kathlene Vercellino Las Vegas—Significant growth combined with solid vendor programs and a progressive marketing strategy drew nearly 600 people to Floor To Ceiling’s (FTC) annual Showcase convention, here... |
| Article | By Kathlene Vercellino Las Vegas—Significant growth combined with solid vendor programs and a progressive marketing strategy drew nearly 600 people to Floor To Ceiling’s (FTC) annual Showcase convention, here. “We have added 40 new stores to the Floor To Ceiling family since our last convention,” said Steve Sindlinger, president of the buying group. With a total of 170 stores nationwide, the group is growing at a steady rate. During the tradeshow, FTC announced several new brand-building initiatives including an aggressive launch into the magazine arena. The 48-page Floor To Ceiling magazine will be available to all members and feature two fully-customized pages of each participating dealer for his market area. In addition, the publication will include nationally written articles ranging from decorating and design tips to home improvement solutions. “The magazine, available at an incredibly low price, will offer the FTC member base affordable advertising with an uncharacteristically long shelf life,” said Sindlinger. “It provides our members with significant revenue possibilities, as well as increased market awareness. As an added benefit our vendors will be given the chance to advertise their products throughout the publication further enhancing our exposure in our core product lines.” “The magazine idea is a great one, it’s a great tool,” commented Andy Singer, owner of Innerspace Floor To Ceiling in Hagerstown, Md. “It establishes us, gives us legitimacy and lets people know that we are part of a larger organization. It also provides the tools a consumer needs to make a responsible decision on her purchase as well as provide her with design tips and home improvement solutions.” The publication introduction compliments the vast array of advertising and promotional products already being offered by the group, including everything from quarterly advertising campaigns—radio and TV—to fully customized billboards, truck wraps and direct mail pieces. “‘You Dream It, We Can Do It,’ is the motto of our advertising staff,” says Jane Thames, FTC’s director of advertising. “We work with our members on an individual basis, which allows us to build quality relationships while continuing to strengthen our nationally recognized Floor To Ceiling brand.” Two new private labeled merchandising systems were unveiled during the Hollywood-themed tradeshow, complementing the five introduced last year, noted Sindlinger. “The addition of the Lasting Expressions laminate display marks the first private label venture into the laminate field and rounds out our hard surface category.” Also taking the spotlight was the group’s new Elegant Expressions patterned carpet display. It targets the hot new LCLs on the market. During the past three years FTC has introduced private label merchandising systems in all three of its product categories: floor coverings, kitchen & bath and decorative products, and it is expecting to add more in the future. The buying group also presented its largest product initiative to date, sighting its entry into the imports business. To satisfy the high demand for better-quality goods at reasonable prices, FTC has established relationships with top-quality importers in the areas of ceramic tile, wood flooring, facets, sinks, bath hardware and granite tops to name a few. “This is an area of our business that I know is about to explode,” said Sindlinger. “We plan to continue to expand the breadth and selection of these products with time. “The event was an incredible success,” he added. “Showcase enables us to capture a level of excitement we are unable to recreate in any other forum.” Every year the organization gets stronger and more professional, noted Singer. “At each convention we are presented with new programs and new initiatives that are actually followed up on and brought to fruition. “This is just a great group of people,” he concluded. “Joining Floor To ceiling was the best thing we ever did.” For more information on FTC, call 952/890-8979. |