In sluggish times, carpet and flooring purchases are among the most postponable decisions for consumers. This is true even in “not-so-sluggish” times. In other words, your local flooring stores need some help.
With that thought in mind, the time has come to sit down with flooring store owners — as in right now. Two manufacturers, Stainmaster and Karastan, will be heavying up on co-op support in November. Dealers need a solid retail advertising plan to make this money work for them this fall — and the sooner you show them the plan, the more likely they are to put something in motion. It would be a loss — for both you and them — if the money were to go unused or “wasted” on an inefficient media buy.
What plan? You have the plan, both from a media and creative perspective. If not, tap ESA for help. There are a few key essential elements and creative disciplines that work for this retail category, in this market, in this season.
Do yourself and your local flooring dealer a favor … talk with them today. You also may want to jot a reminder that this is likely to happen again in May 2011.
Lynne Edwards is a retail advertising consultant with ESA & Company, an advertising strategy firm that accelerates profit for local businesses.
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Hi Lynne, Great piece. Where do you get your information for co-op programs?
Related: Do you have or do you know where I can find a category planning calendar? I need to lay out 2011 and I want to do a better job timing my cold calls, warm calls and drop ins.
Reggie
WCVB-Boston
PS. Please tell Craig Reumund I said hello.
Reggie:
Thanks for your comment and great questions — Jodi will be catching up with you soon. We’ll pass along your regards to Craig.
- Dave Eckstein