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Metroflor’s Aspecta brand to be spotlighted in FCICA webinar

aspecta logoNorwalk, Conn.—Metroflor is partnering with FCICA to host a promotional webinar exploring the company’s Aspecta commercial brand of LVT flooring. Metroflor invites all flooring installation professionals to participate in this free, interactive and educational presentation, Oct. 5 at 11 a.m. EST. The webinar will cover the Do’s and Don’ts of commercial installation involving WPC/rigid core floating floors and similar competitive constructions. Metroflor’s Dave Altman, director of research and development, and Paul Eanes, director of sales, will lead the discussion.

“As this is a relatively new flooring category, there is much misinformation and confusion as to where and how the installation should work,” Eanes said. “The failure to adequately define areas where industry technical experts feel comfortable with WPC-type product installations may determine the long-term commercial viability of the category.”

Altman will discuss the areas of usage for Metroflor’s Aspecta Ten rigid core product, along with key installation requirements and best practices, and when to specify dry back. The session will conclude with an audience Q & A.

For more information and to register, visit: The registration deadline is Oct. 4 at 3:00 p.m. EST.

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Karndean to participate in webinar about natural daylight

Karndean's warehouse space lit with daylight harvesting and controlled LEDs.
Karndean’s warehouse space lit with daylight harvesting and controlled LEDs.

Export, Pa.—Karndean Designflooring will participate in an upcoming webinar for architects and facility managers called, “Natural Interior Daylight: Decisions & Results.” The forum is sponsored by Acuity Brands and recounts the results of a Natural Interior Daylight (NID) Advocacy report by Eneref Institute, which studied Karndean’s environmental stewardship through the lighting systems installed in their newly expanded distribution facility.

Hosted by Gary Parr, editorial director of Commercial Architecture magazine, guest speakers include Bill Anderson, senior vice president of operations at Karndean; Seth Warren Rose, founding director of Eneref Institute; and Pete Shannin, vice president of daylighting product solutions at Acuity Brands. The webinar will be held at 2:00 p.m. (EDT) on Wed., June 22.

Through its NID initiative, Eneref Institute examined the lighting installed in Karndean’s newly expanded warehouse and production facility at their headquarters outside of Pittsburgh here. As part of Karndean’s U.S. headquarters expansion project, a well-lit warehouse space was created with daylight harvesting and controlled LEDs. Overall, the expansion doubled the size of Karndean’s headquarters, including warehouse, light production and office space. With the project, Karndean has created a model distribution center by bolstering its environmental stewardship and social responsibility.

Designed to provide facility owners with ideas to build earth-friendly facilities, Eneref Institute’s report encourages best-in-class sustainable solutions. Eneref Institute examined the Karndean facility as part of its initiative to promote a greater use of natural interior daylight, or daylighting.

“Karndean’s new facility is a demonstration of well-designed human-centric warehouse lighting,” Eneref’s Rose explained. “The company benefits from a reduced energy load and at the same time enjoys a significantly better working environment.”

Using a combination of IBL LED light fixtures, Sunoptics prismatic skylights, a GR 2400 control system and daylighting sensors, Karndean’s new facility provides significant energy and cost savings in addition to a welcoming atmosphere.

The Eneref Institute Report is accompanied by an illustrative two-minute video that further explains the benefits of the new holistic, human-centric lighting in Karndean’s facility. The video features employee testimonials and compelling visuals to supplement the report’s comprehensive findings.

“We looked for opportunities to leverage best practices within budget that are environmentally conscious and give our employees the best working environment to do their jobs,” Karndean’s Anderson said. “And we definitely made the right decision.”

To register for the webinar, visit To download the report and view the testimonial video, click here.

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Second FCNews webinar triples its attendance

Series continues on Oct. 24 at 7 p.m. EST 

Oct. 7/14 2013; Volume 27/number 12

Screen Shot 2013-10-15 at 2.02.30 PMOn Sept. 26, Floor Covering News hosted its free monthly Marketing Mastery webinar with the goal of helping its readers increase their sales and profits. In this session called “Killer Marketing Strategies for Fall and the Holidays,” the turnout more than tripled the number of participants over the initial webinar in August. Some of the strategies discussed included how to use a “schedule warning” for a pre-holiday boost in sales; how to host a Halloween party to drive traffic to your store and create a connection with the surrounding community, and how to use Thanksgiving greeting cards to simultaneously give your past customers a special offer and support local charities. Continue reading Second FCNews webinar triples its attendance

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FCNews, Jim Armstrong offer free webinar

‘How to Quickly Double Your Flooring Store Traffic’ on Aug. 8

July 22/29, 2013; Volume 27/Number 7

By Melissa McGuire

Screen Shot 2013-07-29 at 11.19.15 AMFloor Covering News and “Marketing Matters” columnist Jim Armstrong (Jim Armstrong Marketing Systems) will present a free webinar for flooring retailers on Aug. 8 at 7 p.m. EST entitled “How to Quickly Double Your Flooring Store Traffic,” designed to fine tune flooring dealers’ marketing techniques. Armstrong, who has coached hundreds of flooring dealers across the U.S. and Canada, has touted the use of unconventional selling strategies since 1993.

“The first step in the program is to identify how a retailer sells,” he said. Determining a marketing message, getting that message across to customers, and the nature of the message’s delivery are all crucial to the profitability and survival of a flooring store. “If you get your marketing strategies wrong, your advertising is doomed to fail with poor, mediocre results.”

Armstrong launched the Inner Circle Club “Profit Explosion” marketing program in 2007, the foundation of which is a three-tiered approach. Tier 1 is called “Targeting Your Warm List” and focuses on determining a specific type of customer. This includes people you know, those who like you, and those who trust you, he said. The warm list is comprised of past customers, current customers, referrals, referral partners and a sphere of influence. Marketing to the warm list includes tactics ranging from e-newsletters to targeted campaigns.

Tier 2, called “Cold Marketing to Ideal Prospects,” includes websites, direct mailing, Val Pak insertions, and display ads, to name a few.

Tier 3, “Mass Advertising,” encompasses radio, television and billboards.

Armstrong stresses the tiers should be implemented in a strict, orderly procession.

The largest marketing mistake made by virtually all dealers is focusing on Tiers 2 and 3 while ignoring Tier 1 altogether. “This means you are spending the lion’s share of your time, energy and money chasing total strangers, and you’re completely ignoring the only people on the planet who have proven they will do business with you—your past customers!”

Advantages of Tier 1 marketing include better responses, higher tickets, commanding premium prices and generating store traffic. Armstrong adds that a dealer will have more referrals, work with a “pre-sold” customer, interact with customers with whom he is already familiar, and have an established trust.

In addition to offering guides for selling, the webinar provides information on how to implement other forms of advertising. For example, while any successful marketing campaign must include a newsletter, Armstrong claims “most newsletters stink.” Using descriptive terminology that includes “boring” and “snooze-letter,” he provides a formula that boasts fun, informative, valuable, entertaining and welcome communication. Using a variable approach of emotional triggers, Armstrong states he can turn a newsletter around and make it a go-to for those in the industry.

Selling techniques, guided tools, referral strategies, handling difficult customers and utilizing testimonies will all be included in the webinar to help the flooring retailer. And the Inner Circle Club also provides a Testimonial Marketing Module that claims to generate an ongoing stream of testimonials, provides guidance on offering audio and video recommendations, and gives the dealer 20 different ways to use those endorsements.

“All of the techniques and strategies I provide in my webinar will give you the power to command premium prices,” Armstrong concluded.

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FCICA to host seventh webinar

West Bloomfield , MI  – FCICA, the Flooring Contractors Association, is hosting its seventh webinar on April 18, 2013 at 11:00 am EST.  Christopher Capobianco will present the webinar  “Concrete Moisture Testing Basics:  WHY? WHEN? WHERE? HOW? WHO?”  This session will be a a basic overview for installation managers, installers, architects and sales personnel.  This complex subject is often discussed in terminology that is hard to understand.  The webinar will offer an understandable explanation for WHY, WHEN and WHERE moisture testing should be done, HOW to do it properly, HOW to get certified, and WHO should be responsible for the testing.  This is a great seminar for those who aren’t knowledgeable about the subject and a helpful overview for those who would like a review.

Please complete the registration form at You may either scan and email to or fax to (248) 661-5018. Registration deadline  April 17, 2013 at 3:00 pm EST.


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FCICA to host fourth webinar

West Bloomfield, Mich.  – The Floor Covering Installation Contractors Association (FCICA) will host its fourth webinar on November 7, 2012 at 11:00 am EST. During the event, Christopher Capobianco will present “The Fascinating World of Cork.” This introductory webinar will focus on cork floors, particularly how they have been used for over a hundred years but in the past decades have made a “comeback” because of their sustainable characteristics, functionality and unique look.  One of the industry’s experts on cork looks at the history of the natural product, how it’s made, how it’s installed and maintenance basics.

To register, visit  The registration deadline is November 6, 2012 at 3:00 pm EST.