By Sarah Zimmerman
It’s officially fall, and that means the autumn selling season is here. And, from highlighting new products and features to setting style standards to envisioning new dreams, laminate manufacturers are focused on being front-and-center with creative consumer advertising campaigns.

David Small, Pergo’s director of marketing, said the company recently launched a comprehensive ad program aiming to reinforce the entire Pergo brand as the name consumers know, trust and insist upon when purchasing laminate flooring.

Adding bite to its bark, Pergo’s campaign centers around the company’s new spokesdog, “Pergo”—a 110-pound great dane puppy that demonstrates the durability and livability of Pergo flooring.

“‘Pergo’ connects with today’s laminate customer—the family-oriented, predominately female shopper who is looking for a floor that’s durable, beautiful and easy to maintain,” Small explained. “The fun, inviting appeal of ‘Pergo’ in the ads will attract pet lovers, parents and a variety of other consumers.”

“Pergo” is appearing this fall in shelter and consumer magazines, on select home improvement and lifestyle television networks and in banner ads on design- and decorating-focused Web sites sporting a new tagline—“There’s only one Pergo.”

Taking a different approach this season, as the leaves turn red and brown, Alloc is focused on the “green” with its new ad campaign highlighting the company’s environmental benefits. “Alloc’s current advertising message focuses on the Alloc brand and all of our products’ green benefits and eco-friendly advantages,” said Cindy Thornton, marketing manager.

The company concentrates its’ advertising on national print publications with large, targeted readership, she noted. “Through our consumer advertising, Alloc connects with homeowners who are likely in the midst of making decisions regarding major home projects.” Look for the company’s green consumer ads in Woman’s Day Special Interest publications, Fabulous Floors and Canadian Homes & Cottages.

Another environmentally conscious campaign belongs to Shaw. In its latest laminate ad program, the company will promote its “green by design” laminate’s eco-friendly benefits, noted Buddy Bevil, director of marketing communications. The company will also be actively promoting its new Loc N Place laminate locking system this season.

Shaw’s campaign not only highlights specific product features, it strives to position the company as a total flooring leader, aggressively driving consumers to Shaw retailers, Bevil added. “We aim to target the female consumer looking for beautiful, stylish, quality flooring...to inspire the female consumer to consider new flooring.”

Shaw’s “I want a floor...” national ad campaign does just that, featuring specific products in each ad, yet promoting the essence of the Shaw brand, he explained.

Quick•Step agrees creative brand awareness is the advertising way, running two print ads throughout major home and shelter publications and a commercial/sponsorship on DIY/ HGTV.

The purpose of the campaign is to unveil the evolution of the Quick•Step brand, said Roger Farabee, vice president of marketing, Unilin Flooring. “The ads reveal the true purpose and intent of the brand, which is to capture the imagination of consumers and truly inspire their flooring decisions.”

Farabee noted the company’s desire to be the ground floor of consumer inspiration, “Quick•Step wants its floors to open new doors to creativity. It wants to help people express their personalities. It wants its floors to bring dreams to life.”

Also on the inspiration super highway is Faus, letting consumers know why it is the leader in design and technology innovation. “We will go one step further in our efforts redefining design,” said Traci Powell, director of marketing. “Each of the different magazines we partner with are geared toward consumers who are fashion-forward and style-oriented. They desire natural looks, trend-setting colors and unique design options.”

Powell explained although Faus’ consumer ads highlight specific products or collections, everything the company does focuses on the entire brand.

“Our products are beautiful and innovative and have the very unique features that consumers have been asking for,” Powell pointed out. “Those are some of the things we emphasize in our advertisements.”