Armstrong expands its industry-leading investment in national television and print advertising of Armstrong® hardwood and premium laminate floors to drive consumers to its retail partners.
"We've got the best flooring in the business," said Kent Clauson, general manager, Marketing. "Our advertising makes that clear and drives sales for Armstrong retailers."
Retailers across the country bank on Armstrong’s consumer advertising to help increase sales. “No one is doing more to generate store traffic,” said Clauson. “We’re committed to growing with our retail partners. That’s why we continually invest in the Armstrong brand, so that consumers have Armstrong in mind as the brand they trust.”
Several times a year, Armstrong commissions independent research to monitor the impact of its advertising and the power of the brand. The research shows that Armstrong continues to be the brand consumers know best and associate with quality.
The television campaign focuses on Armstrong hardwoods, which already enjoy the highest brand name recognition in the industry. “We’re concentrating our TV campaign entirely on Armstrong Hardwood since it is exclusive to the independent retail channel,” said Clauson.
New 15-second TV spots feature different humorous life tests to highlight the beauty and durability of Armstrong hardwood floors. The playful television ads build on the advertising theme, “Armstrong genuine hardwood floors, tested to withstand the unexpected.” New products featured include Barrel Creek, HighGrove Manor, Century Estate and Rural Living.
The commercials will run on Home and Garden Television (HGTV), The Learning Channel (TLC), Food Network, Do It Yourself (DIY), Style and Arts & Entertainment (A&E), The Ellen DeGeneres Show, Extra and
Martha Stewart. For the first time, the commercials also will air on ABC during its popular Sunday night programming favored by women, Desperate Housewives and Brothers and Sisters. The new commercials can be viewed on www.armstrong.com, or click on Armstrong Flooring Advertisements.
A new print campaign continues to put the spotlight on the extraordinary realism of the company’s premium laminate floors. Armstrong laminate will be back with its popular celebrity look-a-like campaign, (“
Armstrong Laminate , It Only Looks Like The Real Thing”). Four new Armstrong ads feature professional look-a-likes of well-known celebrities: Bruce Lee, Janis Joplin, Sammy Davis Jr. and Lassie. The campaign, which debuts in May, will run throughout 2010 in issues of the most popular home improvement and shelter magazines including Better Homes & Gardens, Country Living,
House Beautiful, Traditional Home, Real Simple, Martha Stewart Living and others.
The ads point consumers to Armstrong’s website, www.armstrong.com; from the site, visitors can click on the Dealer Locator link and find an Armstrong retailer in their area.
