Article Number : 4021 |
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| Date | 12/29/2008 9:01:11 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=4021 |
| Abstract | By Matthew Spieler ANAHEIM, CALIF.—Among the many reasons businesses join associations, gaining the support and exclusive benefits offered to members rank up at the top... |
| Article | By Matthew Spieler ANAHEIM, CALIF.—Among the many reasons businesses join associations, gaining the support and exclusive benefits offered to members rank up at the top. To that end, organizations know they need to constantly innovate to ensure their programs are providing the necessary value to the membership. This is especially true during periods when business conditions are tough. Accordingly, the World Floor Covering Association (WFCA) has introduced two programs—a Seal of Recognition and Gold Standard Retailer—designed to help retail members differentiate themselves from the pack. “In these challenging times, the WFCA needs to do more to help promote our members,” said Chris Davis, the association’s president and CEO. The Seal of Recognition is a new retailer seal WFCA plans to use in its consumer advertising and public relations efforts and allows members to tap into, thus tying into the national exposure. “That campaign is expected to reach over 225 million consumers this coming year,” he explained. “Those messages direct consumers to our Web site, www.wfca.org, for unbiased information about floor covering. Once they have the information they are seeking they then can use the powerful dealer locator on the site, which only lists WFCA members, to find a retailer in their area to work with them on completing their floor covering purchase and installation.” Noting when a retailer joins the organization it agrees to be bound by a code of conduct which is printed right on WFCA’s Web site. The Seal of Recognition, in effect, lets consumers identify those stores that have committed to standing for quality and professionalism. “Quite simply,” Davis said, “we are striving to develop brand recognition, and this seal is part of that effort. The logo can not only be used as a window sticker, it can be reproduced on business cards, stationery, POP material, and could also be on the dealer’s Web site, as long as it is a WFCA member in good standing. While the code of conduct prescribes a way with which to do business, he added, WFCA is not the Better Business Bureau, “but we do hear from consumers, especially if they have had a less than satisfactory experience. Fortunately, this is a rare occurrence, but when it happens, we contact the member, advise them of the complaint and encourage them to work with the customer to resolve it. We then follow up with both to assure the problem is addressed. Nine times out of 10 the matter is resolved to everyone’s satisfaction.” There have been times, Davis added, when “we revoked the membership of dealers that repeatedly had customer issues that were not resolved, and in some instances non-members were claiming to be members. We vigorously pursue those cases with legal action, if necessary and appropriate.” WFCA’s other program is designed to honor a member business that has exemplified an outstanding consumer retail experience. The award will be presented annually at the WFCA booth at Surfaces in Las Vegas. The first Gold Standard Seal will be presented during Surfaces 2009 at 11 a.m. on Tuesday, Feb. 3. Winners will be rewarded with $5,000, featured on WFCA’s Web site and in its national ad campaign and honored with a custom designed gold seal for their business entrance. This is one of those programs, Davis noted, that allows a member to really stand out in his market area because only one will be honored each year. The inaugural winner was selected by a WFCA committee, he concluded. Formal nomination procedures for the second winner and an information packet will be available at Surfaces. For more on these programs, call 800.624.6880. |