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Mirage Floors to host spring rebate sale

Saint-Georges, Quebec, Canada—Mirage will be hosting its “Play & Win with Mirage” Spring 2018 rebate sale from April 19 through June 9. This major hardwood flooring sale is taking place at all participating Mirage dealers in the U.S. and Canada (excluding Quebec).

Consumers save from $0.50 to $1.00 per square foot rebate on Mirage flooring during this promotion by playing an online game. This offer is valid on all Mirage products, regardless of species, color or width.

“Spring often brings a breath of fresh air and renewal, which also brings a need for consumers to change their décors,” said Brad Williams, vice president of sales & marketing at Boa-Franc, makers of the Mirage brand. “Thanks to the ‘Play & Win with Mirage’ rebate sale offered on all our flooring during this sales event, it is a great opportunity to save big while enjoying the quality Mirage floors are known for.”

Nearly 2000 Mirage Maestro Dealers throughout North America are participating in this event. For the rules and a list of participating dealers, visit miragefloors.com/rebate on or after April 9.

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Lizbiz Strategies: Don’t let red-hot sales leads get too cold

November 20/27, 2017: Volume 32, Issue 12

By Lisbeth Calandrino

 

Lisbeth CalandrinoThe good thing about hot sales leads is they tend to fall right in your lap. The bad news is you can’t sit on them for too long before they get stale.

Managing and following up on leads can be tricky. I get it. You meant to call them, but you were too busy. Now you’re afraid to follow up because you think the lead is too old. Finally, you reach out to the customer and she tells you she has bought from your competitor.

Why didn’t you make the time to call? You’re not the only one who hates calling people you don’t know and the longer you wait, the more difficult it becomes. You need to contact potential customers as quickly as possible. Remember, they have already expressed an interest. If they haven’t gone to your website and connected, it’s your job to get them there.

Are you a manufacturer who supplies consumer or commercial leads to retailers? Purchasing leads is a big investment for your company, but if no one is keeping track how will you know what’s become of them? This is where a targeted, touch-point email marketing program can keep potential customers interested in coming to your retail store.

A touch-point email marketing program is specifically designed to deliver a particular message to your potential customer and is personalized to her shopping needs. According to Campaign Marketing, email is highly ranked in the marketing kingdom with a 380% ROI and $38 for every $1 spent. An email campaign is about building relationships, not just selling. Each email should have a message that is important to the customer. Even if you haven’t met her, useful advice on your products will begin to build your relationship. It doesn’t mean sending one note to the customer and disappearing. You must be consistent and have a series of timed touch points.

It is also not the holiday card you send out to relatives to see if they’re still alive. This is an electronic magnet. Instead of putting it on the customer’s refrigerator, it will stay on her mind through digital marketing.

There’s no reason why you can’t put together a three- to five-week email campaign starting with a friendly hello introducing yourself and an invitation to come in and pick up a gift. You can also direct her to useful information on your website, such as design tips or color ideas.

The key is to build a relationship so the potential customer feels like she knows you and wants to meet you. This is also why you need to market using your personal picture. It has been proven trust increases by more than 75% if the customer sees your picture before she meets you. Real estate agents routinely include their photos in marketing promos.

Remember, these potential customers have been referred to your store, so you’re just reaching out and providing something of value before they meet you.

Following up with your prospects is not a new idea, and current Internet tools make it even easier and more effective. There are a host of customer relationship management tools out there to help you track prospects from initial contact to close. But the key lies in acting fast; recent data shows if you don’t contact someone who submits an online inquiry in about 10 minutes, your chance of converting that lead into a sale decreases by the time you get to 30 minutes. Don’t make a big mistake by ignoring them.

 

Lisbeth Calandrino has been promoting retail strategies for the last 20 years. To have her speak at your business or to schedule a consultation, contact her at lcalandrino@nycap.rr.com.

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Armstrong Flooring unveils new fall promotion for Elevate retailers

RSEAMAC75L402_2Lancaster, Pa.—Armstrong Flooring has introduced “The New Look of Tough” national retail promotion to correspond with its new TV and digital advertising campaign on HGTV to help drive in-store traffic during the important fall selling season. Consumers can receive 10% off qualified Armstrong Flooring products for savings up to $500.

The promotion runs from Sept. 18-Nov. 13 (redemption through Dec. 15) and includes some of Armstrong Flooring’s newest, most popular products. Qualifying collections include Artisan Collective engineered hardwood; TimberCuts engineered hardwood; Woodland Relics engineered hardwood; Pryzm luxury flooring; and vinyl sheet with Diamond 10 technology.

Consumers who purchase a minimum of four cartons will qualify for a 5% rebate offer, while those who purchase a minimum of 16 cartons can qualify for a 10% rebate. The purchase must be made during the promotion period from a participating Elevate retailer. The maximum discount is $500 in the form of an Armstrong Flooring Visa Prepaid card.

For more information, visit: armstrongflooring.com/newlookoftough.

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Foss sells northern division, undergoes rebranding

Screen Shot 2017-07-27 at 11.50.49 AMRome, Ga.—Foss Manufacturing Co., LLC (Foss) has sold its northern division, which manufactures nonwoven products for automotive, craft and industrial applications, to AstenJohnson Holdings, Ltd., a global supplier of innovative products and technical solutions. The terms of the sale were not disclosed. Simultaneously with the sale, Foss Manufacturing Co. has rebranded and will begin operating under its new name, Foss Floors, effectively immediately.

“Our corporate rebranding and the sale of our non-flooring division will allow us to concentrate all our resources in our core competencies of high-performance floor coverings and flooring related products,” said A.J. Nassar, Foss CEO. “This will be key as we continue to broaden our footprint in the floor covering industry and expand our products, innovations and capabilities during our next phase of growth and development.”

In line with the company’s rebranding strategy, Foss Floors will soon unveil a redesigned logo and website, and will launch new marketing campaigns aimed at better educating consumers as well as current and potential customers about the value proposition of its nonwoven flooring solutions versus traditional flooring options.

“As we look to our future, it’s the perfect time for us to rebrand to better represent our evolution and focus as an innovative flooring company and ensure the success of every customer we serve,” Nassar said. “We are experiencing ever-increasing demand for our flooring products as consumers seek more affordable and versatile solutions without sacrificing style and durability.”

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Shaw introduces Dream It Do It fall promotion

DALTON—Shaw is introducing the 2011 Dream It Do It fall promotion. This season, flooring consumers will be enticed with buying incentives offered through the inspiring Dream It Do It sale. Beginning October 1 and ending November 14, the revitalized fall sale includes free gifts, special financing and scratch & save cards for the consumer. The promotion capitalizes on the fall buying season while offering exclusive discounts to Shaw buyers. Continue reading Shaw introduces Dream It Do It fall promotion