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Business Insights

A New Appreciation for Digital Marketing and Promotion of Flooring

By Danielle Clair Simpson
FloorFolio marketing campaign
With the demand for digital advertising rising, FloorFolio has taken the necessary steps to secure a foothold in numerous digital outlets. With most of the emphasis on digital magazine ads to digital banners, the company has also invested in customized e-blasts and newsletters to update its customers on new product introductions and news.
visualizer tools

Karndean’s variety of digital tools, including the Floorstyle visualizer, allows retailers offering shop-at-home consultations to seamlessly transition from a showroom setting to a remote or at-home setting.

visualizer tools
Engineered Floors partnered with Roomvo to create the EF-EYE Visualizer, which allows users to take a picture or upload an image of a space in their home, helping them to make a more confident and informed decision, often accelerating the purchasing process.
Metroflor's Distributor Toolbox

Metroflor has developed more digital tools that can be used to connect not only with residential consumers, but commercial customers too. The manufacturer’s Distributor Toolbox features digital assets that help its distributors stay connected with retailers and customers.

Shaw's Retailer Playbook

Shaw’s Retailer Playbook is providing retailers with virtual resources, best practices, financial resources, and customizable marketing campaigns.

FloorFolio marketing campaign
visualizer tools
visualizer tools
Metroflor's Distributor Toolbox
Shaw's Retailer Playbook
November 23, 2020

We know that digital marketing and advertising promotions can have a powerful reach and yield favorable results, and in light of the pandemic, retailers—with help from their manufacturer partners—are relying heavily on digital sales and advertising tactics now more than ever to maximize their outreach to consumers.

Just as the pandemic and business operations are ever-shifting, so are Shaw’s efforts to be a total solutions provider to its customers, says Carrie Edwards Isaac, vice president of marketing and brand strategy, residential division.

With the introduction of the Retailer Playbook in early May, Shaw began equipping its retail partners with the tools and skills needed to adjust to changing business demands by providing ready-made digital assets and tutorials on how to run a paid social campaign.

“Not only will we continue to update the Retailer Playbook, but we’re looking ahead to long-term opportunities for differentiation, such as more influencer partnerships and other creative ways to help our retail partners engage with their customers in the digital space,” said Edwards Isaac.

A complete tool kit to navigate the changing retail landscape, Shaw’s Retailer Playbook is aiding retailers in their efforts to connect with customers in order to create more revenue for their businesses, by providing them with virtual resources, best practices and financial resources, in addition to customizable marketing campaigns.

Engineered Floors has also enlisted the services of multiple digital based platforms that have increased the ability of its customers to reach consumers more effectively and ensure they are better informed regarding the manufacturer’s products. “This has also been a great way to amplify our reach and ensure our customers and consumers are aware of the strides we are taking to continue to be an industry leader in innovation and sustainable manufacturing,” said Mike Sanderson, vice president of marketing.

Striving to be at the forefront of technology in the flooring industry since its founding in 2009, Sanderson says the company’s commitment to the digital space and the value it brings to customers has only increased during this challenging time. And as we look to 2021, Sanderson says Engineered Floors’ increasing presence in the digital arena will only continue to build.

Call it a premonition, or maybe just perfect timing, manufacturers like Karndean and Mohawk were steps ahead of the pandemic with updates to their digital advertising programs earlier this year.

“Fortunately, we haven’t had to pivot our digital advertising strategy too much as a result of COVID,” said Jenne Ross, director of marketing, Karndean. “We take a multi-tier approach across PPC and social media campaigns to help drive consumer traffic to our network of retailers.”

Transitioning its traditional co-op advertising program to digital by partnering with Promoboxx, a retail marketing platform, powered by brands, that connects and aligns national manufacturing brands with independent, specialty retailers in early 2020, Karndean is providing its retailers the flexibility to choose Karndean-developed social media content that’s most relevant to their market.

“Our variety of digital tools, including our Floorstyle visualizer, allows our retailers offering Shop at Home consultations to seamlessly transition from a showroom setting to a remote or at-home setting; ultimately, making them more appealing to the consumer and enabling them to close the sale quickly and easily,” Ross added.

Similarly, Mohawk relaunched its Neighborhood Ad Manager digital advertising program earlier this year to stay abreast of growth in the program’s participating pool, market changes and digital marketing evolution. A program that was developed about five years ago, Neighborhood Ad Manager serves as a strategy to help Mohawk’s Edge retail partners attract consumers to their stores and generate leads for their business.

“The market has changed for digital media and what that looks like, and so we felt like it was time to really sink some teeth into it and build it up on its own,” said Austin Messerman, channel marketing manager, Mohawk.

With Neighborhood Ad Manager, the work is practically done for Mohawk’s Edge retailers, allowing them to work smarter, not harder. Those utilizing the digital resource can build a customized ad plan with an ad specialist and their advertising spend is managed for them.

“So it’s taking all of the DIY—trying to figure out keyword strategy, trying to set up landing pages, trying to optimize your spend—all of those tactics we leave to the experts, that way [retailers] can focus on managing their business,” said Messerman.

Messerman points out that unlike traditional advertising, where you can actually see your advertisement on paper, TV or billboard, for example, digital advertising is somewhat of an ambiguous space, however the science behind it proves that it is incredibly important in today’s market. And for a retailer’s advertising budget to work for them, especially on a local level, having the right partner to monitor that spend is key and an “art and a science”.

KEYWORDS: best practices business management digital marketing Social media

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Danielleclair

Danielle Clair Simpson worked with BNP Media’s flooring publications in various capacities between 2012 and 2021. The former managing editor of Floor Covering Installer and Floor Trends has a degree in journalism from Eastern Michigan University and a master’s degree in public relations and organizational communication from Wayne State University.

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Trish
November 26, 2020
I believe more and more helpful digital tools will be developed as the next 6 months to 1 year passes. It is one of the pluses being experienced during COVID-19 and clients will more easily be able to experience an immersion into the flooring they are choosing for both their businesses and homes. Prime Polymers - Industrial Flooring

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With the demand for digital advertising rising, FloorFolio has taken the necessary steps to secure a foothold in numerous digital outlets. With most of the emphasis on digital magazine ads to digital banners, the company has also invested in customized e-blasts and newsletters to update its customers on new product introductions and news.
Karndean’s variety of digital tools, including the Floorstyle visualizer, allows retailers offering shop-at-home consultations to seamlessly transition from a showroom setting to a remote or at-home setting.
Engineered Floors partnered with Roomvo to create the EF-EYE Visualizer, which allows users to take a picture or upload an image of a space in their home, helping them to make a more confident and informed decision, often accelerating the purchasing process.
Metroflor has developed more digital tools that can be used to connect not only with residential consumers, but commercial customers too. The manufacturer’s Distributor Toolbox features digital assets that help its distributors stay connected with retailers and customers.
Shaw’s Retailer Playbook is providing retailers with virtual resources, best practices, financial resources, and customizable marketing campaigns.

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