Wednesday, March 30, 2022
FCW: What is your goal with this meeting and what can members expect?
Weber: To explain our new marketing strategy: “It’s A High Five Deal.”
The resurgence of the U.S.A. flooring industry was ignited by pent-up demand for kitchens & baths, floors, countertops, and backsplashes. We will discuss remove and replace (R&R), DIY, full service, new home creations, and commercial assisted living.
Brightworth Financial will be addressing major market trends and economic forecasts. There will be an introduction of Advisory Board members. And Scott Humphrey from World Floor Covering Association (WFCA) will hold the keynote address. Whitney Welch, vice president of, the Daltile Commercial Division, will offer an overview on making the commercial business more successful and profitable.
[We will also] introduce our new suppliers (since the last convention): Shaw, Mohawk, Aladdin, UZIN UTZ, Taylor, and Bostik. There will be a digital marketing strategy overview with Mobile Marketing and RoomVo and a featured overview by top management from National Kitchen & Bath Association (NKBA); an introduction to our newest registered and trademarked division AKBA (American Kitchen and Bath Affiliation); and, an introduction to a national marketing strategy, partnering with local NKBA members across the USA. There will be a professional overview of the growing exterior flooring market.
We will discuss the increased merchandising pressures of local independent retailers and how major suppliers are preparing to help our members achieve a minimum of six inventory turns. There will be a presentation of the Biennial Awards “Fire-up The Webber.”
FCW: Your theme is America’s Got Talent. What is this messaging?
Weber: We will showcase the best of the best — examples of merchandising, partnership, leadership, management, digital, training, and people development.
FCW: What will be your message here?
Weber: Always be respectful of your employees, customers, suppliers; even competitors’ opinions and beliefs. Keep informed; keep a careful eye on your marketing messages; stay close to your P&L monthly reports; and, shipping and inflation costs will continue to rise.
FCW: What is the value the voice of your vendors brings to the convention?
Weber: All our suppliers are financial partners in making it possible to put these types of convention productions in a first-class facility. Unlike our competitors, for every dollar, our suppliers contribute we match “dollar for dollar.” By the end of this convention, approximately $350K will be invoiced to us by Gaylord and other outside sources.
FCW: What steps are you taking to ensure your members’ success?
Weber: We will subsidize their roundtrip expenses to and from Nashville and we always deeply discount their hotel room expenses.
Over the last 36-months, in conjunction with the members’ local suppliers, we have conducted more than 100 product knowledge meetings. [We emphasize] the “Six S’s” on a regular basis: See’m, Sell’m, Sympathize, Service’m, Secure’m and Save’m.
We also provide a constant source of co-investment (for) sample and merchandising display requirements. In our 22-year history, we have invested our own money in more than 2,000 displays. Our suppliers and members love it!