WFCA Consumer Awareness Campaign takes flooring to new heights
Executives at the World Floor Covering Association (WFCA) announced recently the completion of yet another successful consumer media tour. Traveling to three media hotspots across the country including New York, Des Moines and Birmingham, WFCA spokespeople met with over 40 editors and writers from some of the top nationally distributed home and shelter magazines.
The tour, which kicked off in May, began in the nation’s media capital, New York City — home to the largest consolidation of consumer home and shelter magazines targeting women in the country. The NYC leg, which took place on May 16h and 17th, included stops at Woman’s Day, Good Housekeeping, Interior Design, Country Living, Real Simple, Elle Décor, HGTV Magazine, Traditional Home, This Old House, Windows Walls & Floors, House Beautiful, Distinctive Kitchens & Baths, Parents, and others.
The press in New York expressed great enthusiasm to learn about the new products and technologies revealed at Surfaces including softer texture carpet, octagon-shaped designer concrete tiles, hardwood floors embedded with glitter and area rugs with Swarovski crystals. Among many pending placements, one participating manufacturer found their products featured in the New Product section of September’s House Beautiful magazine.
The second leg of the tour took place in Des Moines on July 26. Editors from over a dozen publications joined WFCA spokesperson Tom Jennings at a WFCA-sponsored media luncheon to learn about the new products and trends. Represented magazines included Better Homes & Gardens, BHG.com, Traditional Home, BH&G Real-Life Kitchens & Baths, Midwest Living, BHG Kitchens & Baths, BHG Remodel, BHG Kitchen & Bath Ideas, BHG Remodel Magazine, Meredith Publications (BHG Book Series) andBHG Home Design Group, among others.
The press commented on how much they look forward to the WFCA roadshow and posed questions on proper application and care of the new products in preparation for stories they have slated involving flooring.
The last leg of the 2012 tour took place in a city that was just added to the line-up this year, Birmingham, AL, home to Time, Inc.’s Southern Living and Coastal Living magazines. WFCA spokesperson Tom Jennings conducted desk-side meetings with editors on August 7th, followed by a hosted lunch. Press in Birmingham eagerly listened to news about the new products and the latest advancements in flooring. They commented that they rarely meet with companies in the floor category, so WFCA’s presentation was especially informative for them.
“Our consumer public relations and our annual media tours play a critical role in raising awareness with consumers,” said Tom Jennings, WFCA spokesperson and Chairman of WFCA Services. “By informing the media that influences and educates our customers, the flooring industry benefits as a whole. When we have knowledgeable consumers, we’re one step closer to creating a customer.” Jennings, along with Cammie Weitzel, WFCA General Manager, and Leah Gross-Harmon, Principal of Story Dept. — the WFCA’s public agency of record, conducted the media tours.