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Unilin, Agfa to show inkjet-printed laminate flooring, furniture

Wielsbeke, Belgium—UNILIN and Agfa joined forces to investigate the feasibility of deploying inkjet printing for high-volume, high-speed production printing of decor paper used for laminate flooring and furniture.

At InPrint, they will present the outcome of their cooperation: specialized water-based ink-primer sets for high-speed, roll-to-roll digital printing on decor paper for laminate flooring and furniture. The combination of dedicated, conventionally coated primers from Unilin and perfectly matched Agfa pigmented inkjet inks delivers a wide color gamut with ideal print quality and low ink consumption. Sharply priced, these ink-primer sets will be competing head-to-head with high-volume gravure printing.

“Integration within existing manufacturing facilities is easy as this innovative technology is fully compatible with conventional processing including impregnation, pressing, cutting and milling,” said Jasmine Geerinckx, business development manager, Unilin division technologies.

Visitors to InPrint 2019 will be able to discover a wide range of laminate samples and discuss the benefits of the dedicated ink-primer sets with experts from both companies.

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Creating Your Space, Google partner at TISE 2018

San Rafael, Calif.—Shail Choksi, Google agency development manager, will be participating in Creating Your Space’s (CYS) panel discussion during the company’s educational seminar at Surfaces 2018, Jan. 29 at 1:40 p.m. The session, “How to Maximize Your Online Marketing Presence,” will focus on the contemporary digital advertising landscape and how businesses can effectively capitalize on these trends. The panel of retail flooring dealers and the Google strategists will be facilitated by Jay Flynn, vice president, CYS.

“Google is excited to join CYS at the Surfaces Expo to educate dealers, manufacturers and brands on the latest trends in digital advertising and the unique opportunities that exist within the flooring space,” Choksi said.

Additionally, the Google team will be joining CYS exclusively in the company’s booth on Jan. 30 for one-on-one pre-scheduled appointments with premier clients. For flooring retailers who utilize Google Paid Search in their businesses to optimize their results, this will be a unique opportunity to work personally with Google experts and the CYS digital marketing team.

“We are excited to have Google working directly with us to ensure our clients maximize their leads from the Google services we manage for them,” Flynn said.

Register for the session at

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Creating Your Space introduces new features

San Rafael, Calif.—Creating Your Space is introducing a host of innovations for 2018. These introductions include programmatic advertising, YouTube advertising, a “More Like This” feature as well as an e-commerce platform.

The company’s programmatic advertising aims to help dealers reach new consumers across the web with banner ads utilizing behavioral data and intent-based targeting. This technology analyzes consumer’s behavior on a dealer’s website and then finds new audiences similar to the dealer’s existing customers.

According to Creating Your Space, video advertising is one of the fastest growing forms of ad formats to promote a brand online. These YouTube video ads can be used to put a dealer’s brand in front of the right audience.

The introduction of “More Like This” for selected Creating Your Space website dealers now enables consumers to look for products with similar colors across all the brands in their custom catalogs.

In addition to the features mentioned above, a fully functioning e-commerce website platform is now available for dealers, providing the capability to market and sell their products directly to consumers via their current or new Creating Your Space website marketed specifically to this customer segment.

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Al's column: Maximizing your online presence

November 6/13, 2017: Volume 32, Issue 11

By Jay Flynn


Screen Shot 2017-11-13 at 9.45.39 AMSearch-engine optimization. Pay per click. Organic (and paid) social media initiatives. All these elements stand to have a big impact on any online marketing strategy. So the question is: Why aren’t more flooring retailers taking advantage of these tools?

They’re not acronyms and strategies to be afraid of but rather embraced. Still, just a mere mention of many of these online strategies makes some managers’ palms sweat. If this sounds like you, know that you’re not alone. Also know that there are certain resources you can tap into to better understand these strategies and take your online marketing to the next level.

One such resource within your reach is The International Surface Event (TISE), scheduled to take place Jan. 30 through Feb. 1 in Las Vegas next year. One seminar in particular, “How to Maximize Your Online Marketing Presence,” is designed to help retailers overcome fears of online marketing. During this presentation, I will give attendees the information they need to take their flooring company’s web presence to new heights, potentially leading to new business opportunities and, thus, more sales.

The seminar will consist of a panel of industry-leading retail flooring dealers that have driven business growth through a strategic online marketing program. As moderator, I will lead discussion on online marketing campaigns and invite panel members to share the respective tools they use and the results they get from implementing them. The goal is to help attendees learn what they can do in their respective businesses to give themselves more of an online presence, keeping in mind their budgets, competition and end goals.

Panelists will also discuss traditional marketing techniques and how those techniques can help complement online marketing. For instance, many consumers are using social media to discover and research different brands. To run a successful social media campaign, experts say retailers should weave social elements into every aspect of their marketing. One of the keys to social media is the opportunity for peer-to-peer sharing. This allows content to be seen by a larger audience, which could increase engagement.

The seminar will also cover:

  • An overview of all the primary online marketing tools that flooring retailers can utilize.
  • What ROI flooring retailers can expect from each tool based on macro data.
  • What online tools are best suited for a respective business based on specific business parameters.

This informative seminar will help retailers gain a better understanding of how they can ensure they’ve selected the right online marketing tool and what to expect to budget for each. It is designed specifically to help specialty floor covering dealers implement an effective online marketing campaign to help fuel business growth.

There’s simply no reason to fear online marketing any longer. Rather, learn to embrace it. The reward of more leads and increased sales most definitely outweighs the risk. Register online today at to take advantage of these valuable educational opportunities.


Jay Flynn is vice president of Creating Your Space, a leading custom website and online marketing provider for the flooring industry. Founded by veterans of the flooring industry, Creating Your Space specializes in providing custom websites along with a suite of online marketing tools for retailers.

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Creating Your Space joins with Google, Wordstream

cyslogoSan Rafael, Calif.—Creating Your Space (CYS), a Google Partner, is participating in a conference hosted by Google and Wordstream live from New York. Layla Altman, search engine marketing director at Creating Your Space, was invited to attend this conference along with other paid search experts and strategists from Google and Wordstream. CYS has since developed and presented educational webinars based on the key takeaways resulting from this conference.

“Our invitation to participate in this event was prompted by our status as a Google Partner,” said Jay Flynn, vice president, CYS. “We are proud to have had this opportunity and look forward to continually provide the most relevant education, best service and value to our clients.”

CYS is the flooring industry leader in the development of custom websites, SEO, pay per click and social media services for over 400 flooring stores, including a third of the country’s top 50 flooring retailers.

For more information visit the Creating Your Space website.

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Creating Your Space helps flooring dealers create more leads, sales

San Rafael, Calif.—Creating Your Space, an independent provider of online marketing products and services specifically for retail flooring dealers, will be introducing Easy Email Marketing at The International Surface Event (TISE), Jan. 18-20 in Las Vegas.

Easy Email Marketing is designed to maximize sales from leads and former customers using the pre-designed emails and platform created to make the process both customizable and easy to implement.

Visit Creating Your Space in booth #4307 and take advantage of Surfaces Show discounts on Easy Email Marketing, Custom Websites, Search Engine Optimization, Pay Per Click, Reviews & Directories and Social Media.

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Dealers achieve added comfort in Creating Your Space

October 26/November 2; Volume 30/Number 10

By Ken Ryan

Screen Shot 2015-10-30 at 4.56.47 PMSearch engines adjust algorithms every week, social media is updated every day—if you are a flooring retailer, how do you keep up with this rapidly changing digital landscape?

Short answer: you probably don’t, according to Jay Flynn, vice president of sales and marketing at Creating Your Space, a full service custom flooring design and web development company.

Creating Your Space boasts 250 years of flooring experience in its core team and focuses only on the retail flooring business. It offers three program levels: Premium, Elite and Elite Custom, each with different levels of customization, technology tools and product information.

“If a flooring dealer wants to differentiate itself from the competition in the marketplace, and wants to have an online presence that engages consumers and drives them into stores, then we are the right online marketing company for him,” Flynn said.

Creating Your Space’s menu of programs includes product catalogs and visualization tools that allow consumers to view each dealer’s products from home; search engine optimization (SEO); Google Adwords; social media; website retargeting; and reputation management, which searches, analyzes and aggregates information on the Internet so retailers can find out who is saying what about their businesses.

Flynn said Creating Your Space’s best customers are those who tried managing the digital marketing spectrum on their own only to learn it wasn’t feasible. To date, Creating Your Space has customers across the U.S. and Canada—including more than half of the National Floorcovering Alliance membership.

Century Tile, a Chicago-based flooring dealer with 12 stores, uses the full suite of Creating Your Space services. “There isn’t much that they have to offer that I don’t take advantage of,” said Keith Carlson, vice president of marketing. “I love working with them. Anything that gets posted about Century Tile or Century Supply [an affiliate company] they capture and notify me so I don’t have to go out and find it. We get notified every morning and it is recapped in a monthly analytics report.”

Century Tile also uses an online program called Trainingspace that helps with new employee training. It also offers refresher courses for more seasoned RSAs.

Carlson said the most difficult task is trying to filter all of the online information that can impact his business. “As an industry we are just scratching the surface of what we can do. There is so much going on it baffles me to not take advantage of the social media tools out there. This is an important part of our business. I really like the fact that Creating Your Space is specific to flooring, that they believe in me and my business.”

Dallas-based CW Floors & Lighting has used Creating Your Space with rebranding efforts as it is transitioning through a name change from Wayne’s Carpet and Denton Lighting & Floors. “The great thing about Creating Your Space is they understand our business,” said David Britt, owner, whose company uses the service for online marketing, pay-per-click advertising and SEO. “They are the first web designer I have worked with that truly gets it.”

Mill Creek Carpet & Tile, Flooring & Granite, Tulsa, Okla., is another full-service customer. “The more active we become with all aspects of the Internet, the better the results,” said Gary Cissell, president. “For example, through careful maximization of pay-per-clicks we have been able to reduce the average cost. And the reputation management portion of the service has been valuable in allowing us to reach our customers quickly. We have improved Facebook ratings by 50% and our speed to contact the customer is less than 24 hours.”

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Shaw Web Studio enhances website offerings

Dalton – Shaw Web Studio (SWS), Shaw Floors’ comprehensive retailer website program, in alignment with leading online marketing company Creating Your Space, has rolled out a premier SEO package featuring guaranteed search engine ranking presence. This new package makes it possible for flooring retailers across the nation and Canada to secure coveted online ranking space that encourages millions of consumers to start their buying process at a local flooring retailer.

“This is real performance, and we’re proud to provide it to our retailers,” said Misty Hodge, digital marketing manager. “The fact that we’re now offering guaranteed top ranking to flooring retailers, together with all our other industry-leading assets and technologies, truly allows them to have a strong presence everywhere the consumer shops.” Continue reading Shaw Web Studio enhances website offerings

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Creating Your Space expands online marketing

SAUSALITO, CALIF.—How does a leading custom website provider to the flooring industry drive more leads for its dealers? Creating Your Space (CYS) is showing how with the launch of its expanded online marketing services. Continue reading Creating Your Space expands online marketing