Article Number : 4758 |
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| Date | 8/19/2009 8:50:02 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=4758 |
| Abstract | I’ve been attending Carpet One and Flooring America conventions for 15 years. Depending on the leadership at the time, the events took on varying flavors. There were the years that blended entertainment— the Howard Brodsky/Alan Greenberg mini-skits (I do miss them!) and opening acts like... |
| Article | I’ve been attending Carpet One and Flooring America conventions for 15 years. Depending on the leadership at the time, the events took on varying flavors. There were the years that blended entertainment— the Howard Brodsky/Alan Greenberg mini-skits (I do miss them!) and opening acts like Cirque du Soleil and Blue Man Group knockoffs—with new showroom concepts and mandatory programs. Then there was Evan Hackell talking about Brand Island and 5-Year Plans. More recently, with Vinnie Virga and Eric Demaree front and center, the conventions took on more of a business approach, focusing on things such as cutting overhead, hunkering down and playing defense. The recent summer conventions took a 360. To quote heavyweight prizefighter Jack Dempsey— who may or may not have said it first—“The best defense is a good offense.” And so it goes. Just about everything to which Flooring America and Carpet One members were introduced focused on being aggressive. Aggressive in lead generation, which is a fancy word for marketing, and aggressive in lead conversion, both in store and follow-up. In my humble opinion (that and a buck-fifty won’t get you on the subway), despite a challenging economy, this summer’s conclaves truly put Carpet One and Flooring America members in a real position to grab market share. The tools they were given will prove more valuable long term than any new product, program or initiative ever could. Much of the lead generation game plan—in execution referred to as the 2010 integrated marketing strategy—was derived as a result of an extensive research project undertaken by parent company CCA Global between January and June. The research was designed to better understand today’s consumer: Her path to purchase, the steps she takes through the process, how long she is in the market, the media she uses and more. Also learned were the things that motivate customers to respond and buy, especially during tough economic times. Because of the scope of the project’s financial and time commitment, the specifics of the findings are being kept proprietary. But it’s no surprise that two trends emerged: Consumers are looking for value, and an incredibly large percentage of them are beginning the process on the Internet. The study also revealed the amount of time the consumer is actually in the shopping process, but that she has her game face on for only a small percentage of that period. That explains why members must be consistently aggressive in their marketing and advertising, and that marketing must span a variety of media, from traditional to new. In response to its findings, both Carpet One and Flooring America are stepping up their online educational efforts, and that includes everything from marketing and turning salespeople from gatherers to hunters to the longstanding courses. Once again, we wish we could give you specifics, but we must respect CCA Global’s wishes to keep the wraps on its findings. Given today’s new world order, everyone needs any edge they can get. And this research gives members an edge sharper than a ginsu. |