By Matthew Spieler
DALTON—Coming off one of its strongest years in terms of new technological advancements and marketing programs, Invista officials plan to make 2009 even stronger by helping retailers gain a “competitive edge.”

From hundreds of new carpet styles to a brand new environmental marketing program, merchandising and product support, and co-op advertising, the maker of Stainmaster fiber is not slowing down just be-cause the economy is.

“Our direction has not changed,” said Steve Griffith, Invista’s vice president of residential flooring. “We will be at Surfaces with a strong showing and expect to see our mill customers and dealers who are seeking to gain a competitive advantage.”

He noted Invista, by its nature, is an innovation and marketing company. This means “we do not deal with short-term initiatives. Our goal is to build long-term equity so we can’t back off our core strategy of offering innovative new products that bring value to the selling chain.”

The competitive advantage Griffith speaks about deals with a retailer’s ability to turn the products on his floor as much as possible. At a time when cash is tight and consumers are watching their expenses, “you have to give her something she’ll want to buy. So, if you’re the only one on the block with the latest products in the latest fashions, especially products that carry a brand consumers know and trust, you will have a competitive advantage.”

Brand trust

He explained how the Stainmaster brand has been around since 1986 and is one of the most recognizable and trusted names among any type of consumer merchandise. “That’s important in the type of economy we have today. Though there are not as many consumers, they are still out there, and they are continuing to shop.”

But, Griffith added, “They are looking for a good investment for their dollar. They want assurance that if they invest in a product, it’s a smart choice. And Stainmaster is one of those quality investments they understand. Not everyone wants to step down.”

Gary Johnston, Stainmaster brand director, said the primary reason to go to Surfaces is to find what’s new, “and attendees will see lots of new things from Invista.”

Stainmaster everywhere

It is expected that upwards of 50% of all the new carpet products unveiled at Surfaces 2009 will be constructed with a Stainmaster yarn, Griffith added. New Stainmaster products will be introduced by mills of all shapes and sizes, from small to the big guys.

“There are two things that help a brand at the point of sale: If it looks good and if it promises to maintain its look over time,” Johnston said. “Stainmaster has always met these points and our latest innovations continue the trend. We plan to drive home these points aggressively during the show. This includes showing the new products in displays and directing dealers to the mills that are selling them. Also promoting our fiber technology and the fact just about any style of carpet can be constructed with one of our Stainmaster products.”

Recognizing that filling up a retail store with new products is an expensive proposition, Invista will be aggressive in helping dealers offset the costs, he added. “We’ll have different show specials to help them get as many new styles on their floors as possible.”

In addition to helping with products, Griffith said the company “will not” be cutting back its advertising co-op support in 2009. “We firmly believe in investing in local ads at the retail level. We feel it’s one of the strongest marketing vehicles in these times. When the economy is strong, national advertising is effective. But when times are tough local advertising becomes one of the most effective means.”

Johnston added for 2009, Invista “will be as aggressive as ever” when it comes to advertising and marketing, “and we will be encouraging dealers to tie into our national programs by promoting at the local level.

Last year, more than 6,000 retailers took part in at least one of the various marketing programs Invista offers, he noted. In fact, dealers that did well in 2008 were the ones who were aggressive with their local advertising, “so we don’t want to cut back our support,” Griffith added.

Green time

Surfaces will also mark the formal launch of Invista’s environmental marketing program. Up to now, the company has been relatively quiet on the topic because, as Griffith explained, “Invista does not make any marketing claims without documentation and backup. The government looks for greenwashing, and we are very proud of what we can say about our product.”

Since the green movement became mainstream, “it has become very confusing to the consumer” and Invista wanted to make sure its message was not only accurate, but one that was easily understood, he said. “There are three areas within green efficiencies in which Stainmaster participates,” Griffith noted: “manufacturer responsibility—carbon footprint; performance and use, and end-of-life responsibility.”

Linda Morin, Invista’s marketing communications manager, said the company “has a very strong message to communicate in each of these areas, and Surfaces will just be the starting point.”