Brand Stand

Surfaces 2008 and the floor covering industry owe a debt of gratitude to the distant No. 3 residential carpet manufacturer known as Beaulieu of America. Long after its bigger carpet rivals took their balls and bats and went home, Beaulieu has remained loyal and faithful to this annual industry gathering of independent-minded retailers. This year, the Vegas gamble paid-off. This year, No. 3 took the stage looking like a No.1. This year, a year that's shaping-up to being pretty dismal for home-related businesses (Big Orange just terminated 480 at their HQ), little Beaulieu is the "Bliss" in the abyss.

We should thank Beaulieu for introducing a concept that is sadly foreign to the vast majority of floor covering producers: marketing. For years, Beaulieu has been the bridesmaid, the wallflower, consistent yes but never terribly exciting. But all that changed thanks to determined and visionary marketing leadership of the female persuasion. (Gee, what a novel idea...a product over-whelming purchased by women...being marketed to by a woman!) Patricia Flaven, Sr. VP Marketing, supported by Beaulieu management, essentially catapulted this carpet maker into the 21st. century with a brand called "Bliss". The results were on display at Surfaces 2008 in a jaw-dropping demonstration of beautifully targeted branding discipline down to the flip cards on the new sample racks. There was an air of authenticity in the booth, a feeling you were stepping into a genuine fashion boutique...not some man's idea of a fashion boutique.

And as if it needed it (and actually every successful brand does) Bliss also comes armed with an innovative technical differentiator: a proven ingredient that fights germs. Not to mention a green story thats so critical in todays marketplace. What should every, single floor covering executive present and not present at the Sands this week learn from Beaulieu's Bliss-full branding?

1. Never forget who the ultimate consumer is. As David Ogilvy once observed, "The consumer isn't stupid. She's your wife."

2. Never under-estimate the value of research. Beaulieu didnt just pull data off the shelves, they went out and did it themselves. Plus, there's a secondary benefit to that as well. When you make the investment in something, you pay attention and take it seriously. They did and they did.

3. Never forget the power of the brand. Salesmen come and go. Distributors come and go. Styles come and go. But the BRAND remains. And when the brand is powerfully presented, supported and relevant to the target, its an irresistible magnet.

4. Never assume that because floor covering is an infrequent, controlled (by the retailer) purchase that it is somehow immune from good brand marketing. It is not. Will we see Beaulieu's Bliss advertised on the Super Bowl? Probably not. But even if millions aren't spent to advertise Bliss, the dollars that are will be spent more effectively thanks to a good marketing plan driving an inspiring brand.

5. Never assume that hardened floor covering veterans cant get giddy and excited about a new brand. They can. And they did and have been blissful ever since.

Five Basic Failures To Avoid On Your Next New Product Launch

I guarantee if you experience these basic failures, your next product launch will rank right down there with the Edsel, New Coke or Apples Newton. How can I be so sure? Well, a while back I headed a floor covering account for an ad agency. Like so many others, the account was based in Europe and attempting to break into the growing U.S. laminate floor covering market. What was the result from all the months of planning, strategy and execution on their B2B intro campaign? A failure beyond our wildest dreams! In hindsight, its all very clear why...and thats why I'm sharing these five basic failures with you. Whether you handle an established mega-brand or an upstart, whether you're on the agency side or client side, if you want to kill your new product out-right before it ever gets off the launch pad, pay no heed to the following...

#1. Being disorganized. In the case of my floor covering client, their European home office had one vision of how their brand should launch in the U.S. and their U.S. management team had another. This on-going lack of unity and disorganization on basic issues such as marketing budgets, building a plant in the U.S. and even package design drained precious time and energy away from the product launch and hurt everyones morale.

#2. Making a product no one really wants. My client was the only laminate manufacturer in the world that made its flooring planks out of an exotic species of wood that was so tough you could drop a big can of beans on it from your kitchen counter and you would not have a dent or a ding in your nice new floor. The client was very proud of that fact. The problem was, no one really cared beans about that. The big deal in the laminate flooring category was (and is) easy, glueless installation and trendy, exotic styles...both of which the clients product line were clearly deficient in. Distributors and dealers, who know the consumer pretty well, naturally wanted to stock floors that were easy to install and exciting to look at. Surviving dropped cans of beans from a height of 30 just wasnt very exciting for most people.

#3. Misinterpreting the market. Amazingly, my well-educated European clients (particularly those based in Europe) tended to view the U.S. market the same as Europe (as Im sure the same complaint can be made of some U.S. execs by Europeans). While its true there are a lot of similarities, B2B marketing is trickier. You have to be familiar with distribution channels, relationship building, selling styles, etc. If you arrogantly assume that just because your laminate flooring is big over there so why not over here you could be in over your head.

#4. Doing too much, too soon, and in too many places. In our eagerness to blast our clients brand into the U.S., we often used a shotgun when we should have used a rifle. When everything is a priority, nothings a priority. The volume strained our ability to conceive and execute and the clients ability to manage and follow through. As a result, we were spread thin, quality suffered and focused impact vital to a new entry was compromised.

#5. Going to market unprepared. When we arrived at the floor covering industry's premier trade show (having launched the preliminary ad campaign, printed brochures and created sales programs, etc.) we were on a roll! But then our luck ran out in Vegas. There on the floor of the Sands Convention Center, for the close scrutiny of the experts (distributors and dealers), the client had defective samples on display. Yes, when the show was over, it was over. Cue the fat lady and lets pack up for the airport. They say the devil is in the details. That may be true, but you cant take the basics for granted, either. Launching a new product or service? Do any or all of these five basic failures and you will do just that. Avoid them and you'll be on your way to a successful product launch.

Your trip to Surfaces can be the most successful ever, as long as you are P.R.E.P.A.R.E.D.

P is for Plan ahead. A successful trip to Surfaces (or to any show for that matter) is no accident. If you’re attending in a group, divide and conquer. Study the promotional materials carefully. Don’t miss scheduling presentations into your day that could stretch your understanding of a particular subject.

R is for Research the exhibitors Take time to get to know the exhibitors you plan to visit. It’ll save you loads of time later. Visit their Web sites to get the most recent information. Often you’ll be able to glean the names and titles of the people you’ll want to ask for when you visit.

E is for Equip yourself. If you went on a mountain climb, you wouldn’t skip packing the right gear would you? Attending the show is no different. The show floor map with your course plotted is key. Take along plenty of business cards. And a pad and pen for notes is a must.

P is for Prioritize your stops Think quality—not quantity when you’re on the show floor. Carefully think through the exhibitors you most want to visit and list them out. Allow time for breaks, lunch and checking in with back home. As tempting as it is to take a side trip to see a demonstration that’s not on your list—stick to your list—then come back to it later.

A is for Attend the show You won’t make that crucial contact or learn about the latest innovation if you don’t show up. Pace yourself at the hospitality party or dinner the night before so you’ll be able to take full advantage of everything Surfaces has to offer the next day.

R is for Relationship building Surfaces, as with any show, is an invaluable opportunity to make connections. In spite of today’s technology, there’s simply no substitute for meeting someone face-to-face. Surfaces provides ample opportunities to socialize, engage, bond with and develop a better understanding of others in the floor covering business.

E is for Evaluate your info Don’t wait too long before reviewing your notes. Do it while it’s still fresh—and follow-up. A lot of momentum can be lost if you wait too long to re-connect with that prospect. Prioritize your follow-ups then do just that.

D is for Deserve some fun Attending a trade show is hard work but it should also be some serious fun, too. Hey, you’re in the most exciting city on the planet…take care of business then take care of you!