(ALEXANDRIA, VA – FEBRUARY 3, 2010) – Tile and stone distributors and retailers attending Coverings 2010 will have their choice of more than 70 stimulating conference sessions, including nearly 30 expressly developed for their industry segment and all free. With such a comprehensive offering of educational programming, it’s no wonder that the conference component has long been one of the top draws of the international tile and stone expo—which convenes Tuesday, April 27 through Friday, April 30, at the Orange County Convention Center in Orlando, FL. The seminars for distributors and retailers span a range of subjects and feature high-caliber experts who will offer tips and tactics for sharpening the competitive edge and improving profitability.

Coverings veteran James Dion will address what is arguably the most pressing issue facing this key industry segment in his presentation, “The Consumer in 2010. What Will Get Them Back?” One of this year’s featured sessions, it will be devoted to a discussion of the 10 top trends shaping consumer behavior in 2010 and promises to provide valuable insight into how applying these trends can result in greater profits. Dion takes the stage on Wednesday morning, April 28.

The consumer mindset is also the subject of another featured session, “Game’s On—the Future is Here,” which kicks the day off on Thursday, April 29. Marketing guru and Coverings crowd-favorite Jonathan Trivers will explore the factors now impacting buying decisions, and explain how to incorporate these into a successful marketing strategy.

As the popularity of green products continues to grow, distributors and retailers can look forward to a robust menu of green seminars, including “Tired of Talking Green? Let’s Sell Green!”, a guide to what’s driving green purchases, and how to use those drivers to convert conversations into sales; and “Unified Tile Industry Environmental Initiatives,” an overview of worldwide environmental efforts pertinent to tile.

“We’re thrilled to again present a top-notch conference program for distributors, retailers and all attendees, that reflects our ongoing focus on this unique facet of the show,” said Jennifer Hoff, president of client events for National Trade Productions, which manages and produces Coverings. “The number of opportunities for professional development is rivaled only by the vast array of the best new tile and stone products on the show floor. ”

Other sessions of interest for distributors and retailers include “Forecasting the U.S. Ceramic Tile Market,” an in-depth look at where the industry is headed in 2010, from esteemed Coverings veteran Donato Grosser; “Trends in Tile and Stone for Retail Work,” an overview of the emerging trends in the use of tile and stone in retail design; and “Marketing in a Recession 101,” a fast-paced, three-hour workshop that offers real solutions for gaining a competitive edge in today’s economy.

Coverings is sponsored by ASCER (Ceramic Tile Manufacturers Association of Spain), Confindustria Ceramica (Italian Association of Ceramics), Tile Council of North America (TCNA), Ceramic Tile Distributors Association (CTDA), and National Tile Contractors Association (NTCA).

For more information on attending or exhibiting at Coverings 2010, visit www.coverings.com or contact NTP, Coverings Show Management, at 703.683.8500.

About Coverings

Coverings is the premier international trade fair and expo dedicated exclusively to showcasing the newest in ceramic tile and natural stone. It has grown to be the largest and most important show of its kind in the U.S., featuring exhibitors from more than 50 countries and attracting thousands of distributors, retailers, fabricators, contractors and specifiers, architectural and design professionals, builders and real estate developers, plus the press and journalists who cover this vital and dynamic industry. Coverings is the stage for introducing some of the most innovative tile and stone products in the world. The exposition also serves as a valuable resource for continuing education for all categories of attendees, with informative, accredited seminars and live demonstration sessions conducted throughout the four days and all free of charge.

Distributors & Retailers Conference Sessions

Tuesday, April 27, 2010

8:30 – 10:00 am

The Seven Steps to Closing a Profitable Sale

If you believe that price competition is increasing in your tile contracting business, then this program is a must for sharpening your competitive edge. Bob Langdon, CPA and author of Managing Your Business for Profit, will show you simple techniques to identify your most profitable customers, and proven methods to help you generate more business from them. You’ll learn how to differentiate your product and service in the marketplace, thus enabling you to achieve a higher gross margin, while increasing sales and profitability immediately and for years to come. The session covers:

• Identifying and selling to the upscale, service-driven customer
• Utilizing a seven-step process to close a profitable sale
• Increasing gross margin in your business
• Using pricing strategies to increase profitability
• Differentiating your product and service in the marketplace

Speaker: Robert Langdon, CPA

“The New Real” – The Future of Design for a Changed Customer

Expert trends forecaster Maxine Lauer, a Coverings-crowd favorite, returns to explore the different consumer generations and how each is reacting to the new economic reality. There are real changes underway in how we are living and working, with the value equation once again reinventing itself in unique ways that will affect all businesses in the future. Lauer will speak to the importance of "Raising the Sightlines"™, a Sphere Trending insight that identifies the growing importance of design in remaking environments for our changing needs and desires.

Speaker: Maxine Lauer, Sphere Trending

9:00 – 10:00 am

Women in the Stone Business Annual Forum

A panel of experienced professionals will share both opportunities and obstacles they have faced in their careers within the natural stone industry. After telling their stories, the panel will take questions, so come prepared to share your common interests and network with other women in the natural stone industry. Employers, regardless of gender, will gain new insight from this seminar into the challenges faced by women in our industry.

Moderator: Rejeana Ellis, Affordable Stone Products, Inc.

Speakers: TBA

1:30 – 3:00 pm

Color Trends: The Catalysts that Create Change

There is no doubt that in today’s complex and challenging marketplace, the appropriate use of color has the unique ability to attract and engage the eye, elicit emotion, enhance the product or environment, and ultimately tempt the consumer or client. Color is, in fact, the catalyst that can spark the sale, define the space, and create the magic and the mood. Choices are as varied as lifestyles, each reflecting a specific point of view and comfort level. Join Leatrice Eiseman, international color expert and consultant, as she shares the color palettes and future trends forecast.

Speaker: Leatrice Eiseman, Eiseman and Associates

3:15 – 4:15 pm

Using Tile in Your Next Green Building Project

This program provides an in-depth guide to the LEED, CHPS, and ICC-700 rating systems as they apply to tile, and describes efforts that are underway to create a green commercial building code and better definitions for “green” tile. It emphasizes many ways that tile products can be an integral part of such projects, even when not directly referenced in standard or rating system text. Attendees will better understand the positive impact tile can have on green building projects, and will learn several new strategies to achieve standard and rating system compliance.

Speaker: Bill Griese, Tile Council of North America

Providing CEUs to Architects & Interior Designers For Natural Stone

Want to expand your outreach to architects and interior designers? Consider providing CEUs (continuing education units) to the design community. This session will showcase how the CEU program works, and how to position your company as the leading expert on natural stone in your marketplace. It will also provide an overview of the various CEU programs (AIA, ASID, IDC, IDEC, IIDA, and others), and explain how to get started on giving presentations, putting you squarely on the CEU-provider path!

Speaker: James Hieb, Marble Institute of America

Inventory Management and Pricing Strategies

Increasing your personal wealth was one of your goals when you became a business owner. Achieving a higher return on investment (ROI) from your floor covering business is the fastest way to improve your personal wealth. In this program, Bob Langdon, CPA and author of Managing Your Business for Profit, will show you proven techniques to increase gross margin, cash flow and ROI, all while retaining your best customers. The session covers:

• Ascertaining price sensitivity for your products.
• Improving your ROI with better inventory control.
• Evaluating when to buy additional inventory to receive a quantity discount.
• Selectively increasing prices, while retaining your best customers.
• Differentiating your product and service in the marketplace.

Speaker: Robert Langdon, CPA

Less Chaos, More Cash – Reducing Confusion and Improving Profits in Your Business

Many small businesses struggle to deliver their products and services on time: owners spend their time putting out fires instead of growing the business, and are plagued by costly mistakes. These businesses are in chaos. Chaos exists when important work and critical tasks fall through the cracks as they are either performed incorrectly, at the wrong time, or simply not at all. This happens for two reasons: “The Fatal Assumption” or “The Change Chain Phenomenon.” Join Aaron Crowley as he introduces you to these two common mistakes, and the simple solution you can implement in your small business to reduce confusion and avoid costly errors.

Speaker: Aaron Crowley, Crowley’s Granite Concepts, Inc.

Wednesday, April 28, 2010

8:00 – 9:00 am

The Consumer in 2010. What Will Get Them Back?

What do the consumers of 2010 want? What will bring them back to renovations, upgrades, new homes, and new offices? Come learn 10 trends that will shape 2010 that you cannot afford to ignore. You’ll gain a solid understanding of what trends will be critical this year; learn how to apply these trends to increase your business; and discover how to use what’s important to consumers to shape your offering and be successful.

Speaker: James Dion, Dionco

9:15 – 10:15 am

Trends in Tile for Kitchen, Bath and Beyond

New technological breakthroughs and trendsetting decorative finishes are changing the way architects and designers can specify tile for use indoors and out. Jen Renzi, author of The Art of Tile and prominent freelance design writer for Interior Design, Modern, Surface, and Architectural Record, will discuss the universe of available products, including everything from cutting-edge, large-format porcelains to hand-made artistic ceramics. She will present the latest tile trends, and illustrate how they are in step with both the fashion and furniture industries. Extending far beyond the traditional kitchen and bath applications, Renzi will discuss innovative design and architectural installations in residential and commercial projects, and will also address the sustainable attributes of tile, including how this product can be used towards LEED-certification and green building.

Speaker: Jen Renzi, author, design writer

Surviving in a Difficult Economy

In this timely session, attendees will learn the proven methods and best practices for increasing sales and profitability, driving foot traffic, and boosting customer loyalty in a challenging economic environment. Attendees will better understand how consumer credit programs can drive profitable growth in a tough environment; learn best practices for using promotional credit to drive traffic, increase margins and strengthen close rates; and explore how new credit reform regulatory changes in 2010 will impact your customers and your business.

Speakers: Jim Seger and Nia Evans, GE Money

Creating the Impregnable Architect Connection

People listen to, take advice from, purchase from and trust people they like. It is not enough to be a skilled contractor, specifier or salesperson; you need to create a personal connection with an architect, or any client, to rise from good to great. This seminar will expose you to the interpersonal skills needed to initiate and maintain this connection. The professional relationship between you and your client is only as strong as the personal relationship. Learn the importance of delving beyond the basics and striving to reach an understanding of the architect’s emotions toward his/her work, and why it is just as important to familiarize yourself with their business as it is to know yours. This session will change the way you think about your strategy for a project—a must for specification professionals, contractors and retailers alike.

Speaker: Warren Tyler, Motivation Plus

10:30 – 11:30 am

Creating the Perfectly Hued Environment with Tile & Stone & Paint

Color is one of the most powerful tools in a designer’s tool box. In this seminar, you’ll learn how to harness the power of color when designing a space where tile and stone are among the key material choices. Sonu Mathew, one of Benjamin Moore Paints’ top color experts, will share advice on partnering color palettes of tile and stone selections with painted trims and finishes. She will also address how to create color continuity room-to-room throughout a house.

Speaker: Sonu Mathew, ASID, IIDA, Benjamin Moore senior interior designer

1:30 – 3:00 pm

Leaner, Greener, Larger, Lighter: Thin Tile Systems

What are the benefits of thin tile systems? What are the differences between thin tiles and “regular” tiles? Learn about one of the latest innovations in the industry. This session will outline the features of thin tiles (3mm-7mm), including the benefits of these sustainable alternative thicknesses and the installation requirements and techniques for successful projects.

Speaker: Michael Micalizzi, MAPEI Corporation

3:15 – 4:15 pm

Trends in Tile and Stone for Retail Work

What’s hot in retail? How is tile and stone incorporated into retail design? Where do architects see the future of retail headed with the economy supposedly on the upswing? Join our esteemed panel to discuss these issues and see samples of their latest work, from boutiques to malls from Atlanta to Paris.

Speakers: David Ling, David Ling Architecture; Angelo Carusi, Cooper Carry; Linda O’Keeffe, former Metropolitan Home creative director

Field Update: Large Format Tile Façade Systems

The ventilated wall façade system has been around since the 1950s. Thanks to advances in technology, the tile industry has been able to create porcelain products that are ideal for this application. This session, moderated by Metropolis Editorial Director Paul Makovsky, will explore the technical attributes and functionality of large format tile façade systems. Energy savings, maintenance, state-of-the- art, self-cleaning titanium finishes, and design applications will be discussed, as will a comparison of a Terracotta Cladding System vs. Large Format Porcelain Tile Façade System. U.S.-based case studies will also be included.

Moderator: Paul Makovsky, Metropolis

Speakers: John Penta, Marazzi Tile; Other TBA

E-Marketing Mastery – Learning to Market Effectively Online

Today, it’s all about staying in front of your customers: communicating with them regularly, reminding them of your value, and setting yourself apart from the competition. This program provides a comprehensive overview of the core components of online relationship building. You’ll learn the four key strategies and discuss ways to integrate them effectively with traditional marketing efforts, as well as strategies to acquire and connect with customers online. And, you’ll learn how to create powerful, targeted email newsletters that turn prospects into customers, and customers into raving fans of your business. You’ll also explore the somewhat overwhelming world of social networking and share ideas on how to make this new medium pay off without wasting your valuable time.

Speaker: Kim Jones, CSK Meridian Group, Inc.

Forecasting the US Ceramic Tile Market

What is the outlook for the U.S. ceramic tile market in 2010? What is the impact of the global economy? Join esteemed Coverings veteran Donato Grosser as he returns to Orlando to present his forecast to the Coverings audience. Don’t miss out on this look at consumption, manufacturing, imports, and distribution across the ceramic tile industry.

Speaker: Donato Grosser, D. Grosser and Associates

Unified Tile Industry Environmental Initiatives

In this panel discussion, foreign and domestic industry members will explain worldwide environmental efforts pertinent to tile. You’ll gain a better understanding of green building standards around the world, and the different steps being taken by tile associations to address global needs for “green” tiles. The panel will also discuss the importance of harmonizing messages in green education and green marketing, so that information is accurate, useful and consistent among all facets of the tile industry.

Speaker: TBA

Thursday, April 29, 2010

8:00 – 9:00 am

Game’s On – The Future is Here

The future is here. How has it changed consumer behavior, and how should retailers respond? The mediocre are no longer with us, and the smart have survived. Now is the time to capitalize on marketing for profit and growth. This session will provide distributors and retailers with insight into how to do just that.

Speaker: Jonathan Trivers, Marketing Wit and Wisdom

8:00 – 10:00 am

Stone Trends 2010

From countertops to skyscrapers, the use of natural stone is booming in the U.S. Gain a valuable overview of the market and market trends by attending this 11th annual “State of the Industry” presentation on the dimensional stone market in America. This session will cover information, sourcing, marketing and application trends in the stone industry over the last year, including examples of award-winning projects that have been recognized for their use of natural stone. It’s especially recommended for companies that hold or aspire to obtain Marble Institute of America (MIA) accreditation.

Speaker: Vince Marazita, Marazita & Associates

9:15 – 10:15 am

The Amazing Race

Retailers struggle to stay ahead in today’s demanding environment. Consumers are time-starved and increasingly value-oriented. There is an expanding proliferation of choices in product, price, format, brand, location and experience. More than ever, a retail business needs clear differentiation: the right items, in the right place, at the right time. Are you a participant in “The Amazing Race,” or does it feel more like an episode of “Survivor”? It all depends on how you are choosing to deal with the obstacles. This seminar will foster ideas and provide tools and resources to help you meet the challenge. Discover optimum strategies, emerging trends, and innovative technologies that will keep you focused on your goals and help you turn obstacles into opportunities. In this vibrant, fast-paced presentation, find ways to keep customers engaged, knowledgeable and ready to buy.

Speaker: Patti Fasan, Professional Attention to Tile Installation

Comfort Zones

A theory, dating back to the early 1990s, is that our minds prefer comfort over success or return on investment. The session covers comfort zone theory and applies it to real-life situations. Learn to be aware of comfort zones, and to make conscious decisions on ways to prioritize activities based on their return potential.

Speaker: Paul Bumblauskas, PFC Services, Inc.

Performance, Energy Efficiency, and Improved Indoor Environmental Quality with Tile, Marble, and Terrazzo

This presentation will examine the value of the “whole system” of design and construction for tile, marble, and terrazzo materials. Particular attention will be paid to the main principles of energy efficiency and sustainability, as stated in LEED 2009 New Construction and Commercial Interior guidelines. The presentation will also incorporate the AIA’s “50 to 50” principles that address measures to achieve carbon neutrality. Learn how tile, marble, and terrazzo systems address thermal performance, protect against moisture, address air leakage, and support strong sustainable practices. Insulation, air barriers, and material choices that are incorporated in tile, marble, and terrazzo, including Thermal Resistance (R-values), will be discussed. Thermal mass recommendations and thermal storage strategies will be reviewed. Tile, marble, and terrazzo’s contribution to LEED-NC-designed building will be explored using a design checklist tool that breaks down each LEED credit by its design intent, including opportunities for exceptional performance.

Speaker: Maria Viteri, AIA, LEED, AP, International Masonry Institute

3:15 – 4:15 pm

Red Hot Customer Service: 35 Ways to Heat Up Your Sales and Improve Your Bottom Line

Changing consumer values over the past five years have radically changed what influences today's consumer to buy. Providing product and getting the job done right are just the "price of admission" for making the sale; you must be better, faster and more meticulous than ever before if you want to keep present customers and attract new ones. Find out what is influencing your customer, and what you need to do to deliver the "outstanding" rather than the "ordinary."

Speaker: Lisbeth Calandrino, Fabulous Floors magazine

Tired of Talking Green? Let’s Sell Green!

In this session, you’ll explore the drivers of the green purchase decision from the decision-makers’ perspective. Most companies know the green attributes of products…but how do they actually convert them to sales? Learn easy methods to recognize the green drivers regionally (as green is a very regional issue to the decision-maker), and discover how to close the deal—the green deal, that is.

Speaker: Paul Bumblauskas, PFC Services, Inc.

Friday, April 30, 2010

8:30 – 10:30 am

How to Pitch Your Company to a Stranger

Let’s do this Hollywood style! Are you attending networking events and not gaining customers from them? Do you struggle with how to start a conversation with a stranger? You will not only know how to do just that by the end of this session, but you will have practiced it many times. Begin with a short lecture outlining the seven essential steps in the networking process: homework, presentation, icebreaker, questions, pitch, action agreement and follow-up. Then, break out in a work session to come up with your pitch. In speed-dating style, you will sit across from your peers and alternate playing the client and the company rep in short, two-minute sessions. Your networking skills will be evaluated by your peers, and pointers will be offered on how to improve.

Speaker: Betty Sullivan, Architectural Ceramics

8:30 – 11:30 am

Marketing in a Recession 101

This packed three-part, three-hour workshop takes the retailer through today’s pressing issues, and offers real solutions for making marketing efforts and dollars work harder in the current economy. A can’t-miss seminar if you want to seize the opportunity to build your business in trying times.

Part One--Branding Basics: From establishing identity to positioning yourself in the marketplace.

Part Two—Advertising and Promotion: Sure-fire strategies and tactics that you should know about and use.

Part Three—Social Media: The hottest way to communicate and bond with your customers.

Speakers: Christine Whittemore, Simple Marketing Now LLC; Paul Friederichsen, Brand Biz; Scott Perron, Big Bob’s Flooring Outlets of America, Inc.