Armstrong’s “What’s the Big Deal?” contest is in full swing with retailers across the U.S. vying for a share of the $94,000 in prize money. The program was uniquely designed to meet an overall objective of finding the best-of-the-best—the single individual who can sell the most Armstrong products over a four-month period ending Nov. 30. However, with double reward points and monthly cash prizes, it is not too late to sign up and participate.

“We’re tuning in to the results several times a day,” said Mike Beavers, general manager, sales strategy. “We’re amazed at how close the competition is at this early stage. We’re delighted with the buzz the program is generating and the great feedback we are getting from our retail partners.”

The breadth of Armstrong’s product portfolio is evident in talking to three of the early leaders in the contest, each attributing a different category to their success.

“Armstrong hardwood has certainly been my best seller,” said Hormouz Betelieh of Nord Decoration in Campbell, Calif., among the early leaders in the contest. “Natural walnut from the Century Farm collection is the most popular in our area. And the Nature’s Gallery line is also a favorite.”

On the other hand, Crystal Scroggy of Rusmur Floors Carpet One in Springboro, Ohio, another “What’s the Big Deal?” entrant doing well, said Armstrong resilient has been the big seller for her, not only since the contest began Aug. 1 but this entire year in general. “Our customers are buying vinyl, particularly StrataMax, due to the current state of the economy in Ohio. The price is so reasonable. Also, when the customer compares Armstrong vinyl to competing brands [we have in the store], the quality of Armstrong shines through.” The company just added a new assortment to the loose lay StrataMax line just in time for this promotion.

Tara Pendleton of Direct Flooring in Florence, Ky., was touting Armstrong laminate for her early success in the contest, specifically the Grand Illusions line. “It is a fantastic product. We have it on our showroom floor, which certainly helps close a lot of deals.”

So what exactly is helping retailers seal the deal with Armstrong products? All three retailers said it begins with the Armstrong name, which carries a great deal of credibility. Next are the displays that not only attract the customer but also contain a wealth of information. “I have a lot of customers that appreciate the information Armstrong provides, both in display and online,” Betelieh said.

Scroggy added that Armstrong’s education, for both the consumer and retailer, is what sets the company apart. “I prefer Armstrong because of my rep, Glen Senour of Ohio Valley Flooring. He explains Armstrong products to me in great detail.”

Another point the three retailers agreed upon was how Armstrong has helped their business in this current climate. “We’ve had a semi-slow year overall,” Scroggy said. “But if you’re only considering Armstrong, we’ve had a very good year.”

To sign up for the contest, or for more info on Armstrong products, visit the mill’s contest site, www.armstrongrewards.com.