Article Number : 3838 |
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| Date | 11/7/2008 9:06:28 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=3838 |
| Abstract | The World Floor Covering Association (WFCA) is the industry’s largest advocacy organization representing floor covering retailers, contractors and allied service providers throughout North America... |
| Article | The World Floor Covering Association (WFCA) is the industry’s largest advocacy organization representing floor covering retailers, contractors and allied service providers throughout North America. In addition to sponsoring Surfaces, the WFCA has grown to become a recognized leader in marketing research and industry certification programs and also plays a large role influencing public policy that affects the entire industry. In 2006, WFCA, together with premier Web site design studio Bridgeway Interactive, hatched a plan to create a turnkey operation that would enhance overall industry awareness, education and ultimately sales. As part of the initiative, WFCA and Bridgeway formed a new company called Creating Your Space (CYS). Together the partners built a consumer Web site, www.wfca.org, which provides unbiased information about every type of floor covering. Upon launch, the Web site took off with consumers as the primary source for flooring information, including category details, the pros and cons, virtual room design tools and tips from celebrity interior designers. Embraced by audiences, wfca.org recently received the prestigious W3 Silver Award for outstanding Web site design. Following the consumer site, CYS created a WFCA member-oriented marketing program offering tie-in arrangements allowing affiliated members to tap into and steer traffic from WFCA’s existing consumer Web site to their own retail site. In addition to providing multiple new business leads, the Dealer Program empowers members by providing them with quick, easy and affordable tools to better service their customers. CYS offers the most engaging content on the Internet today with fully customizable applications, cutting edge technology and affordable pricing. To date, over 120 retail locations are participating in the Dealer Program. Considering that over 85% of consumers start their shopping process on the Internet, it is essential that every retailer ensure a strong presence on the Web, where they can build a relationship with consumers and drive traffic to their store. In addition to the member program, WFCA has launched a multi-tier consumer awareness campaign designed to drive traffic to its Web site and ultimately customers into their retail members’ stores. As part of this initiative, WFCA funds a consumer-oriented public relations campaign. The program has successfully placed dozens of stories about flooring in leading national magazines such as Good Housekeeping, Ladies Home Journal and Domino as well as newspapers in key markets across the U.S. The PR push is supplemented with a national advertising campaign with partner Meredith Corp., publishers of industry leader Better Homes & Gardens. And this month, WFCA will launch a national magazine published under the Meredith Better Homes & Gardens banner called Beautiful Flooring. |