Article Number : 975 |
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| Date | 4/7/2006 9:25:09 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=975 |
| Abstract | SONNA-VISION: Retailers who want to multiply the effectiveness of their local advertising campaigns but lack the resources now have help a phone call away... |
| Article | SONNA-VISION: Retailers who want to multiply the effectiveness of their local advertising campaigns but lack the resources now have help a phone call away. Sonna Calandrino, well-known for creating unique and successful advertising, merchandising and training programs on all levels of the flooring industry, has produced the first two volumes of LUXE Advertorials, each with 13 headlines and ready-to-go articles. These newspaper articles, or columns, need only the retailer’s byline and phone number, and a photo. They could run as feature stories or with advertising. Subjects cover products by category, discuss color, patterns, textures, and include tips on how to design with flooring and much more. Each volume is $600, far less than the cost of an advertising manager. For more about LUXE, call Margo Locust at Sonna & Co., 518/828-3200; or email Sonna at sonna@capital.net. WELCOME: Connie Buda has joined the World Floor Covering Association (WFCA) staff as assistant to the president and CEO, the inimitable Chris Davis, and will also serve as the executive administrator of the Floor Covering Industry Foundation. She had held that position with the WFCA from 1995 through 1998, when she was Connie Rosdal. But she left to be married and subsequently joined the Department of Personnel, State of Nevada, in Carson City. And when the call came, she returned to where she left her heart—the industry’s premier association. Life is a circle of surprises. Judy Marsh replaced Connie and now Connie is replacing Judy. Congratulations, Connie Buda, it’s always better the second time around. NOSTALGIA: When I read the obituary of Oleg Cassini, who died on March 17, I couldn’t help thinking about the talks we shared during markets about 30 or so years ago. He was a “fabulously successful couturier…designing clothes for some of the world’s most glamorous women,” including First Lady Jacqueline Kennedy. He was 92 and “had the longest career of any designer in America, covering seven decades.” His signature covered a vast array of women’s clothing and many men’s garments, and he also designed products for the home, like linens and carpet. He was one of the first famous designers to fashion carpet when he created a line for Galaxy Carpet Mills. He was charming, debonair and most engaging. He would tell stories of his encounters with movie stars and fashion models with flair and humor. It was tough to cover a market with him around. SURVEY: The European Producers of Laminate Flooring (EPLF) recently concluded a market study to determine the buying habits of laminate floor covering users and found that they have a positive image of the product. The study showed that the flooring is perceived as aesthetic, tough, easy to clean, simple to install, comparatively durable, and offers a good price/performance ratio. Occasionally, end users criticized noise generated when walking across the floor, and environmental impact, which may not be justified. The goal of the study was to obtain reliable market data which can be used to optimize the marketing activities of member companies and the industry association. The survey was well done and seems authentic, not skewed to favor the host; it even revealed two negative aspects. A rare study, indeed. DEBUT: The Floor Covering Installation Contractors Association (FCICA) has published its inaugural issue of The Flooring Contractor, a quarterly magazine, which replaces its Bottom Line Newsletter. The new publication will include regular columnists, installation articles on topics relevant to commercial flooring contractors, business and legal articles, and will showcase new products and services. Said Dave Stafford, FCICA industry relations chairman: “This magazine is yet another step toward our goal of being the industry voice for floor contractors.” The first issue is attractive and informative and Stafford might reach his goal. |