Digital marketing has transformed customer acquisition and brand building for flooring retailers, according to industry leaders at Mohawk Edge Summit 2025. Aaron Johnson of Johnson & Sons Flooring in Knoxville, Tennessee, and Macy Fitzgerald of CC Carpet Flooring and Design Center in Dallas, Texas, shared how their businesses have shifted from traditional advertising to sophisticated digital strategies, highlighting measurable ROI improvements and innovative approaches to customer engagement.

The Evolution of Targeted Marketing

Johnson emphasized how digital marketing has significantly reduced costs while providing an unprecedented ability to measure results compared to traditional advertising methods. "Being able to get targeted, reaching the customer that we're trying to reach, and putting our ads in front of the right person at the right time has been beneficial," he explained. 

For Fitzgerald, whose Dallas-based business operates in one of the most competitive markets with "a flooring store on every corner," digital marketing has enabled highly personalized customer engagement. "We really want to make sure we're educating our customers," she said, describing how their ads focus on communicating company values and product expertise rather than just promotional messages.

Search Advertising Success

Both retailers emphasized paid search advertising as the cornerstone of their digital strategy. Johnson shared compelling data from a targeted campaign focusing on new homeowners and borrowers, demonstrating the remarkable ROI potential of well-executed digital campaigns. He invested in the mid-five figures on targeted advertising specifically for new homeowners and borrowers, which has generated revenue in the mid-six figures so far this year.

Social Media Challenges and Triumphs

The discussion revealed nuanced approaches to social media marketing. While both businesses initially found traditional social media advertising challenging, they've discovered success through retargeting campaigns. Johnson noted that they'd shifted away from broad social media advertising after experiencing issues with lead quality, instead focusing on retargeting website visitors through social platforms.

Fitzgerald shared a compelling story about sponsoring a radio ad campaign in which listeners could win two trips for two to see Taylor Swift on The Eras Tour.  They faced significant backlash due to the controversial timing of Swift endorsing Kamala Harris and Tim Walz in the 2024 Presidential Election. Rather than backing down when other sponsors withdrew, Fitzgerald stayed committed and turned a potential crisis into opportunity. Through creative management and a willingness to engage with criticism humorously, they achieved a 910% increase in interactions.

Email and SMS Marketing Innovation

The retailers also detailed their approaches to customer communication through digital channels. Johnson described an innovative flooring giveaway campaign designed to build their customer database for future marketing efforts. Fitzgerald highlighted their comprehensive text-based communication strategy, noting that "People don't want to be on the phone, but we are getting numerous texts, texts all day long, all night long."

Budget Allocation and Strategy

The masterclass provided valuable insights into marketing budget allocation. Johnson revealed that his company dedicates approximately 5% of revenue to advertising, with 60% of that budget now allocated to digital channels. This includes a mix of paid search, connected TV, contextual marketing, and social media retargeting.

Fitzgerald described a more dynamic approach to budget allocation, adjusting spending based on seasonal needs and market conditions. Their strategy includes traditional print advertising, radio promotions, and digital campaigns, with significant investment in Google Ads and influencer partnerships.

Future-Focused Partnerships

Both retailers emphasized the importance of strategic partnerships in navigating the rapidly evolving digital landscape. They credited relationships with Mohawk and specialized digital marketing firms as crucial to their success. As Fitzgerald noted, "You could be an expert one day, and then the next day, the algorithm will change," highlighting the importance of staying adaptable and leveraging expert partnerships.

Todd Skidmore, Mohawk's senior director of digital marketing, e-commerce, and analytics, concluded the session by emphasizing the importance of measurable results in digital marketing. "If something's working and it's working, then you have the potential flexibility to expand your budget," he noted, underscoring the data-driven nature of modern marketing strategies in the flooring industry.