It’s always a good idea to set yourself apart and think outside the box when it comes to advertising, merchandising and generating business. However, in a struggling market aided by increased foreclosures, lower-than-average consumer confidence, tightened credit and an overall economic slump, this differentiator actually may be the key to staying afloat.

My Floors by Prints & Paints in Galion, Ohio, is just one dealer that recognizes the value in offering its customers and community an extraordinary experience— which also boosts recognition and sales—as it recently portrayed, holding its “Focus on Design 2009” seminar.

In its second year, the annual event pulled more than 250 shoppers, community leaders and other professionals into the Mohawk ColorCenter Elite store on March 26, featuring not only its array of floor covering options—carpet, ceramic, wood, laminate and vinyl—but also its paint offerings and associated products, window treatments, recyclable artwork from local students, jewelry and furniture displays from other local retailers and a few notable speakers covering color, style and green design.

“It was a way of thinking outside the box to build traffic,” said Gary Frankhouse Jr., general manager of the store. “This has been a very positive event for us.”

And Frankhouse did utilize all of his resources to make the seminar a success. As a Mohawk ColorCenter dealer, he called on the manufacturer to help, bringing in Patrice White, a Mohawk senior colorist, to discuss upcoming style, design and color trends, and Chip Wade, Mohaw’s “handyman” and star of HGTV’s “Designed to Sell,” who talked about green home decorating featuring products such as Mohawk’s SmartStrand carpet made with DuPont Sorona renewable sourced polymer.

Adding to the environmental story sweeping the flooring— and most other—industries, Frankhouse staged a green art show featuring works from students in the local Galion City Schools art program—all of which were created using only recyclable materials.

“We hope this show helped attendees understand the importance— and value—in recycling,” Frankhouse explained. “We were astounded at how clever the kids were in taking what some people might think of as junk and turning it into things you’d be proud to display in your home.”

Prints & Paints recognized the students for their hard work and involvement by donating $500 to support the school system’s art program.

And furthering its community involvement, the store also partnered with local furniture and jewelry retailers, who set up displays in the showroom to “increase interest and provide more design appeal.”

The event created an atmosphere of interest and good will that is a strong addition to the store’s regular communications with customers through traditional advertising, Frankhouse said. “We had a number of manufacturers’ reps attend, and they said they’d never seen such excitement in a flooring store environment before.”

The response was actually so great, he noted, the store had to move some displays from its 15,000-square-foot showroom to its warehouse to make room for guest exhibitors, shoppers and other attendees.

However, to aid those who could not make it to the event, Frankhouse also had the seminar videotaped and photographed— both of which are now being posted to the store’s Web site and YouTube—for continued viewing.

“In these times, you have to look at new ideas, and we’re taking full advantage of new opportunities,” Frankhouse said.

For more information on My Floors Prints & Paints “Focus on Design 2009” event, visit their Web site at printsandpaints.com.