Bruce Laminate Floors wanted to find a unique way to display the durability of the company’s product line and, at the same time, get direct feedback from people about the viability of their laminate floors in consumer homes. The company knew they needed a more widespread and natural focus group. As a part of the “No Limits Tour,” consumers were invited to inspect a 400-square-foot demonstration floor and test it for durability, as well as view samples of wood and stone patterns.
The tour made five stops at densely traveled walkways: Dallas’ Town East shopping mall; San Antonio’s Riverwalk during the biggest street party of the year; San Francisco’s Pier 39; Minneapolis’ Mall of America; and the South Street Seaport Mall in New York City. At each event, consumers were allowed to subject the floors to their own durability tests using gum, nail polish, crayons, and markers provided by the company. Bruce plans to continue the spirit of the tour in each dealer’s showroom, with dealers conducting their own “mini-tour” in local high-traffic areas.