THE INDUSTRY’S BUSINESS NEWS & INFORMATION RESOURCE

2022 Media Kit

FCW Editorial and Sales Headquarters300 W. 57th StreetNew York, NY 10019(212) 649-7981

FLOOR COVERING WEEKLY The Industry's Leading News & Information ResourceFloor Covering Weekly (FCW) has been the industry’s leading source for the latest news and information for 70 years. What has kept this publication and all of its platforms at the top? A deep commitment to serving the floor covering specialty retailer drives us every day. FCW keeps a sharp focus on the most relevant content to support the floor covering business from the latest news and trends to successful business strategies, sustainability stories, product innovation, technology and more — all content aimed at helping retailers thrive in today’s competitive environment.

Every few years we conduct a third-party independent Readership Survey that, year after year, consistently shows that FCW is the most meaningful publication to the flooring industry. The data, in fact, reports FCW as the No. 1 publication for its integrity, respect, relationships and meaningful content. We work hard to deliver on that promise with every issue.

And to make sure we meet your diverse needs, in addition to producing 24 information-packed issues, we deliver 10 Floor Covering 101 Guides to assist the retail sales associate (RSA) in the selling process. In 2021, the Guides included Rigid Core, Hardwood, Tile & Stone, Laminate, Waterproof & Water-resistant, Carpet, Flexible LVT & Sheet Vinyl, Installation, Digital & Software and Style & Design. Each was developed to provide clarity in the ever-changing floor covering product segments. We continue to be at the forefront of information and education and will continue to create vehicles to meet your business needs.

2021 also expanded FCW’s latest endeavor FCWLive, a video platform that provides impactful conversations with floor covering retail and supplier leaders, trend reports, installation demonstrations and on-the-scene activity.

Do you have your own story to tell? Look to us to help bring our renowned journalistic sensibility to your messaging through our Custom Content program, which includes multi-page booklets to one-page pieces. Our editors will work with you to uniquely craft your message.

Each print issue and every custom piece is also delivered digitally making sure we are everywhere our readers want us. Each of these also live on our robust website FCW1.com which is active with news and features, including online-only content and stories from our trusted partners.

To make sure our loyal readers don’t miss a thing, we deliver the very latest information daily through the FCWdaily e-newsletters delivered to you each morning. Written with you — our reader — in mind, each day brings news and feature stories, often tackling the industry’s toughest topics.

FCW gets social too; you can find us on all platforms including Facebook, LinkedIn, Instagram and Twitter. Our thoughtful, provocative and inspiring posts have built a community that leads in industry engagement.

Why count on FCW for your industry information? Our reach is unparalleled, our team deeply dedicated, our creativity cutting-edge and our devotion to your success steadfast.

Amy Rush-ImberEditor in ChiefFloor Covering Weekly

SAMPLE BOX→ FCW’s sample box puts your latest

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FLOOR COVERING WEEKLY S' MEDIA PRESCENCE

24 print issues per year plus our digital edition and 10 all-new Floor Covering 101 Guides.

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PRODUCT

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Delivered digitally with an average open rate of 28 percent.Put your product and your message exclusively in front of your customer, the specialty flooring retailer, with FCW's Product Spotlight.

→ Custom content developed for you by our editors receives the industry’s highest average open rate of 23 percent. Custom print projects include value-adds such as exclusive digital delivery, a home on our website and social posts.

2 MARCH 22, 2021 | FLOOR COVERING WEEKLY

A D V E R T O R I A L

Gold with EnvyGold with Envy, Holle noted, is a light and golden

color story that brings nature’s warmest hues into the 2021 spotlight. She offered, “Traditional-inspired neu-trals run pale for fresh, bright and inviting interiors. Warm white quartz countertops, such as Calacatta Arno — featuring honey-hued veins — sit atop blonde cabinets. Off-white limestone, quartzite and marble elevate the airy mood. Underfoot, wood look floors in champagne, caramel and ash shades create a relaxed, breezy vibe. Cream and white decorative tiles, brushed brass finishes and over-the-top texture completes the organic look.”

Enchanted ForestEnchanted Forest, Holle said,

is akin to a much-needed ramble into the woods — it is the interior design equivalent of forest bath-ing. Inspired by lush woodlands, treetop canopies and all the well-being benefits of connecting to nature, the look is sophisticated, vivid, yet soothing. Holle shared the green color story — flush with botanical hues like fern, moss, and emerald — adds a burst of freshness to interiors. “We’ve cu-rated a beautiful selection of products, ranging from subtle Whitfield Gray Everlife LVT to stunning mosaics like emerald Laurel Picket. This assortment will help you reconnect with nature,” she said.

All the RageThe latest & greatest design trends from MSIBy Kacey Perinelli[Orange, Calif.] MSI is a design-driven company. As such, each year the com-pany seeks out the Top 5 Design Trends to help guide both the RSA and the con-sumer through the design journey. This year, the Top 5 Design Trends are more important than ever.

In 2021, MSI’s Top 5 Trends are Enchanted Forest; Reinventing the Nest; Wall Stars; The Great Escape; and, Gold With Envy. “We scour the globe each year to look for common color themes, major shifts in floor plans and design trends in textiles and paint to define MSI’s annual hard surface trends,” explained Emily Holle, director of trend and design for MSI.

Though the process of seeking trends was different this year with less trav-el and fewer trade shows, Holle said trade shows are typically more of a val-

idation of what MSI is already predicting rather than a way to gather new ideas. She shared, “This year we plugged in to the digital world to help guide us. Social media, design blogs, articles, and keeping a pulse on MSI sales shifts helped determine the trends. It was definitely not my favorite way to work but I love the trends that we are seeing for 2021.” Holle walked FCW through each of the Top 5 Design Trends of 2021, spotlighting what made each special.

“THERE WILL BE AN EXPLOSION OF OUTDOOR PROJECTS IN 2021. PATIOS, FIRE PITS, PEBBLE PATHWAYS, POOLS,

AND OVERALL ‘SPRUCE UPS’ WILL BE HAPPENING ACROSS NORTH AMERICA.”

— EMILY HOLLE, MSI

In Enchanted Forest, green — like that of Laurel Picket 8mm — reigns supreme.

Reinventing the NestReinventing the Nest touches on pan-

demic challenges. From kitchen island Zoom calls to DIY classrooms in the upstairs landing, everyone is doing their best. Last year was a work in progress, said Holle. “In 2021, designers carve out designated spaces with built-in versatility to create a much-needed separation for parenting, working, schooling and relax-ing. Approachable interiors tip the scales towards a healthier work-life balance.”

Waterproof, pet-proof, and kid-proof surfaces like LVT, quartz countertops and porcelain tile play a pivotal role in shaping this trend, she added.

We’ve all had to reconsider the role of our home. XL Cyrus Woburn Abbey showcases Reinventing the Nest.

Wall StarsWall Stars features eye-catching

brick, classic 3D subway tiles and book-matched quartz backsplashes. Noted Holle, “We’re running tile up the walls in delightfully versatile ways in 2021. As designers flex their imag-ination with innovative tile treat-ments, and the limits of paint spark countless DIY projects, statement walls remain essential in the home refresh playbook.” This year’s wall tile debuts will include indestructible floor-to-ceiling tile in the bath and laundry room, statement-making in-stallations in the entry and decorative mosaics in the kitchen, Holle shared.

Kenzzi Zanzibar tiles — pictured in this kitchen — are truly Wall Stars.

The Great EscapeThe Great Escape is all about a new-

found appreciation for the great outdoors — whether it’s connecting with nature in the garden, dining alfresco with family and friends, or just taking a moment to exhale, according to Holle. “In 2021, the dream of outdoor leisure becomes a practical reality with pebble pathways, indoor/outdoor tiles, stacked stone fire pits and the latest LVT-in-spired pavers that bring wood looks from your front door to the back patio. Wheth-er you have a backyard retreat or an intimate yard, the desire to extend your home’s footprint is as important as ever,” she said.

The Great Escape is illustrated by Calder Grigia Pavers and Black Polished Pebbles.

Gold with Envy delivers light and warm tones. Pictured is Stile Statuario Bari.

4 JUNE 7, 2021 | FLOOR COVERING WEEKLY

A D V E R T O R I A L

Healthy Homes Start with ShawNew program outlines how retailers can help consumers make smarter, better product selectionsBy Morgan Bulman[Dalton] For more than two decades, Shaw Industries has been commit-ted to sustainable business practices, from its manufacturing processes to carefully evaluating the materials used to create its flooring. Dedicated to de-signing products to help people live better, Shaw launched a new market-ing program last fall and is now gear-ing up communications with its retail partners in alignment with National Healthy Home Month this June.

Today, end users are increasingly asking what products are made of, are curious about both the environmental and social impacts of a product and want to ensure it’s designed for peo-ple and the planet. And that’s where Made Smarter. Live Better. comes into play — it will arm the independent re-tailer with answers.

“Made Smarter. Live Better. is de-vised as a platform to help people make flooring decisions based on their personal needs or to support their goals for a healthy home,” ex-plained Nina LoCicero, vice pres-ident, residential marketing and digital commerce at Shaw. “The platform is designed around core pillars of material, moisture, sound, air and clean — all underpinned by a strong focus on design. This pro-vides an opportunity for our retail-ers to engage with their customers in meaningful conversations as they select and purchase products.”

Tailored engagemenT Shaw understands that people

have different perspectives and dif-

ferent needs, which requires more than a one-size-fits-all approach in order for the RSA to be successful. “Essentially, we want retailers and their sales associates to use Made Smarter. Live Better. and its pil-lars as a way to engage with their customers and have conversations about sustainable options for their home based on their individual pref-

erences,” said LoCicero. For example, if moisture is the

primary driver, LoCicero recom-mends directing them to waterproof technology. “If noise is a factor, it’s an opportunity to discuss carpet or the option of using a pad with hard surfaces to create quieter spaces,” she continued. “This is a great op-portunity to learn what consumers are asking for in-store and gives re-tailers the chance to share what they are learning and discussing so Shaw can continue to design and deliver products that meet evolving con-sumer expectations.”

And healthy floors are anything but a fad — Shaw predicts these concerns are only growing in importance and no longer limited to the eco-conscious or younger shopper.

Business BenefiTs Indeed, Shaw has been watching the

wellness real estate industry carefully as a prime indicator that the concept of “living better” is only going to have great significance on the selling floor.

For example, LoCicero pointed out that the Global Wellness Insti-tute forecasts the wellness real es-tate industry to reach nearly $200 billion by 2022, which is strongly supported by an annual growth rate of 6.4 percent since 2015. In fact, she noted that because people spent more than 90 percent of their time indoors even before COVID, healthy home amenities have become non-negotiable for many.

“The wellness real estate move-ment is an obvious opportunity for Shaw and our brands to share our stance on sustainability and our ap-proach to sustainable product design, in the same ways people are address-ing their needs through the design of their home,” stressed LoCicero. “Flooring is a major surface and a critical component of every home, so as a company we are continually eval-uating safety and impact through the lens of smart design.”

raise awareness To get the word out, Shaw plans

on sharing the tools it has created for its retail partners throughout June, which LoCicero believes is the per-fect opportunity as it coincides with the U.S. Department of Housing and Urban Development’s Healthy Home Month. “Retailers will have access to an initial series of videos, tear sheets, one-pagers, social con-tent and other assets, and can expect the repository of tools will grow over time,” LoCicero added. “Healthy home and sustainable living will become a part of day-to-day selling conversations and Shaw’s residential brands will fully integrate the Made Smarter. Live Better. platform to ad-dress these needs.”

TUNE IN ON JUNE 15 Join Shaw’s residential brands for a LIVE Learning June 15 at 2 p.m. for an over-view of the Made Smarter. Live Better. program and an opportunity for live Q&A. Product consultants are available to answer questions and share resources about the most relevant healthy home topics for you and your customers.

Drop Shaw a line today! Email Matt Pulford at matt.pulford@shawinc.com or Jacob Daily at jacob.daily@shawinc.com.

Shaw’s corporate approach to sustainability is bolstered residentially with the Made Smarter. Live Better. program.

Shaw products are designed to create a positive human experience.

“MADE SMARTER. LIVE BETTER. IS DEVISED AS A PLATFORM TO HELP PEOPLE MAKE FLOORING DECISIONS BASED ON

THEIR PERSONAL NEEDS OR TO SUPPORT THEIR GOALS FOR A HEALTHY HOME.”

— NINA LOCICERO, SHAW

→ GreenStep is the industry’s only sustainability awards program that honors the many initiatives and investments you make. More than a decade old, the program continues to grow to reflect the changing scope of sustainability. While honoring your achievements, GreenStep also offers great exposure for the commitments you’ve made.

→ Dealers’ Choice is the industry’s only awards program that gives retailers a voice. Your products are voted on by qualified retailers. Points of product exposure include placement in FCW’s print edition, e-newsletters, visuals at our Surfaces booth, danglers in your booth and so much more.

For more information about FCW advertising opportunities, contact Charlton Calhoun at ccalhoun4@aol.com | 404-964-3961

SPOTLIGHT

8.6KFCW is dedicated to keeping its social presence robust. With more than 32,000 followers, including 13.6K on LinkedIn and 7K on Instagram, FCW has the highest level of engagement than any other floor covering publication.

FCW gets social on Facebook, Twitter, Instagram and LinkedIn.

PRINT & DIGITAL

FOLLOWERS ON FACEBOOK

ISSUE DATE EDIT TOPICS

NO. 1 January 3AD CLOSE 12/20/21

PRE-SURFACES / OUTLOOK 2022Luxury Laminate: Competing at the high endThe Whole Picture: Trims & moldings, adhesives, grouts, underlaymentsLoving Long & Wide Planks: Hardwood, Vinyl, Laminate, TileWowing with Visualizers

SHOW DISTRIBUTION: Southwest Flooring Market (January 6 - 7); Atlanta Rug Winter Market (January 11 - 18); CCA Global (January 17 - 20)

INS

(1/24)January 10AD CLOSE 12/27/2021

FLOOR COVERING 101 GUIDE TO DIGITAL & SOFTWARE

NO. 2 January 24AD CLOSE 1/11

SURFACES 2022Rigid Core Advancements: Visuals, install & moreSheet Vinyl’s Value PropositionHardwood’s Natural BeautyCarpet’s Competitive Edge: Performance at the centerTile Designs DeliverThe Latest in Software: What retailers need to know

SHOW DISTRIBUTION: Surfaces Show (February 1 - 3); Southeast Flooring Market (January 26 - 27)

NO. 3 February 7AD CLOSE 1/18

THE SOFT SELLCelebrating Carpet’s AttributesSoft Surface Style & DesignHard Surface & Area Rugs: A perfect matchThe Solid Choice: Selling the benefits of solid hardwoodVinyl Variety Show: What each format offers & where each works best

NO. 4 February 14AD CLOSE 1/31

FLOOR COVERING 101 GUIDE TO RIGID CORE

ONS

(2/21)February 15AD CLOSE 2/1

FCW PRODUCT SHOWCASE

NO. 5 February 21AD CLOSE 2/8

POST-SURFACES 2022Builder Market ReportMade for Builder: Hard surface that suits the segmentPeak Performance: Accessories to secure the installInnovative Installations: Today’s locking systems make installation easyUnderlayments Bring BenefitsLVT Fit for Life

SHOW DISTRIBUTION: Gulf Coast Flooring Market (February 17 -18); Floors To Go & Abbey Convention (March 1 - 3)

NO. 6 March 7AD CLOSE 2/22

THE GREAT OUTDOORS ISSUEBiophilic Design in LVTPools, Patios & Firepits: Outdoor tile and stone shineSpring Cleaning Spotlight: Products that keep floors looking great & performing wellTile for Home Building & ExteriorsIndoor/Outdoor Rugs Complete the Look Style & Design: Creating an indoor/outdoor oasis

SHOW DISTRIBUTION: Fuse (March 6 - 8); Alliance Flooring/CarpetsPlus (March 13 - 16); NFA (March 20); FCICA (March 21 - 23)

INS

(3/21)March 14AD CLOSE 3/1

FLOOR COVERING 101 GUIDE TO STYLE & DESIGN

NO. 7 March 21AD CLOSE 3/8

TOP 50 RETAILERS ISSUERetail Road TripShowroom Style: Merchandized to SellLaminate: The Durability DarlingWhat Consumers Want: Performance & design across soft & hard surfaceSelling Adhesives in the ShowroomHow to Sell Custom Rugs: Which programs work bestSoftware Systems Developed to Boost Margins

SHOW DISTRIBUTION: FCA Network (March 27)

NO. 8 April 4AD CLOSE 3/22

COVERINGS 2022 / NWFA 2022The Real Thing: Hardwood can’t be beatEngineered Hardwood’s Performance CapabilitiesNatural Stone Spotlight Patterned Tile Pops Trims & Moldings are EssentialGrout Does the Job LVT’s Chic Tile Visuals

SHOW DISTRIBUTION: Coverings (April 5 - 8, digital cover only); American Home Surfaces (April 10 - 12); NWFA 2022 (April 12 - 14)

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ISSUE EDIT TOPICSINS

(4/18)April 11AD CLOSE 3/29

FLOOR COVERING 101 GUIDE TO INSTALLATION

NO. 9 April 18AD CLOSE 4/5

Hardwood’s Beauty Shines OnEngineered Stone Performs Tile’s Trending TexturesWaterproof Flooring WowsPet Perfection: Floors made to withstand fur familiesUsing Technology to Connect: Websites, apps & more

SHOW DISTRIBUTION: CARE 20th Annual Conference (May 3 - 4)

ONS

(5/2)April 25AD CLOSE 4/12

FLOOR COVERING 101 GUIDE TO CARPET

NO. 10 May 2AD CLOSE 4/19

GREENSTEP 2022 SUSTAINABILITY AWARD ENTRIESVinyl’s Sustainable Strides: Products made more eco-friendlyHardwood’s Sustainability Story Tile & Stone’s Natural NarrativeBringing in Biophilia: Style & DesignCause Marketing: Good deeds, good business, good storytelling

SHOW DISTRIBUTION: Starnet Spring Meeting (May 12 - 15)

NO. 11 May 23AD CLOSE 5/10

FCW'S 70TH ANNIVERSARY

NO. 12 June 6AD CLOSE 5/24

NEOCON ISSUE 2022Creating a Soothing Space: Biophilia’s role in commercial Sheet Vinyl Still StandsSmall Town Appeal: Products made for light commercial environmentsTile Takes CommercialCommercial-Ready Carpet TileA&D Design Dreams: Commercial style & designSound-Off: Bringing peace & quiet to commercial with resilient flooring

SHOW DISTRIBUTION: NeoCon (June 13 - 15)

NO. 13 June 20AD CLOSE 6/8

FLOOR COVERING 101 GUIDE TO WATERPROOF & WATER-RESISTANT PRODUCTS

NO. 14 June 27AD CLOSE 6/14

THE RĒCO REPORTLuxury Vinyl Style: Today's luxurious looksFamily-Friendly FlooringConsumer Credit SolutionsCustom Rug Programs Made to SellEasy-to-Use Adhesives: Sprays, quick applications & more

NO. 15 July 11AD CLOSE 6/28

THE CONSUMER ISSUEProducts Appealing to Millennials & Gen Z Social Media Tips & Tools Making it Clean: Products that promote hygienic spacesMade for the Easy Install: DIY for the winFlexible LVT: Where it wins & whyProblem Solver: Laminate up to the task

ONS

(7/25)July 18AD CLOSE 7/5

FLOOR COVERING 101 GUIDE TO HARDWOOD

NO. 16 July 25AD CLOSE 7/12

THE 2021 STATISTICAL REPORT

SHOW DISTRIBUTION: CFI 29th Convention (August 2 - 4); CCA Global-CarpetOne/Flooring America (August 8 - 10)

NO. 17 August 8AD CLOSE 7/26

MADE IN AMERICAMade here, made strong: American hardwood can't be beatVinyl’s Growing Domestic FootprintCreating Cozy Interiors with CarpetMulti-Family Focus: Quiet products from top to bottomTrending Across the Country: Regional Style & DesignLaminate’s Domestic Advantage

ONS

(8/22)August 15AD CLOSE 8/2

FLOOR COVERING 101 GUIDE TO TILE & STONE

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ISSUE EDIT TOPICS

NO. 18 August 22AD CLOSE 8/9

THE TECHNOLOGY ISSUEHardwood’s Latest TechnologyNext Gen Rigid CoreSolving Installation Issues with Sundries & ToolsTechnology for Tile Glazes & Finishes Software Solutions for Specialty RetailBoosting Sales with Visualizers Locking Systems’ Latest Tech

NO. 19 September 5AD CLOSE 8/23

STYLE & DESIGNColorWatch 2023Pattern Perfect Style & DesignWaterproof Flooring Made to WowWoo-ing Consumers with the Latest Vinyl VisualsTrending Tile Sizes & FormatsTrims & Moldings Complete the Look

SHOW DISTRIBUTION: NFA Fall Meeting (September 12 - 14)

NO. 20 September 19AD CLOSE 9/6

WORLD MARKETPLACEGlobal Influences in Tile & StoneHardwood & Laminate Made in EuropeResilient’s Global ReachUnderstanding & Advancing Waterproof TechnologyGlobal Style: Looks from around the world

NO. 21 October 3AD CLOSE 9/20

GREENSTEP 2022 WINNERSSustainability Across CategoriesAdhesives are Good & Green Clean & Green: Products that promote clean livingLVT’s Easy-to-Live on BenefitsBeautiful & Biophilic: Nature’s influence on the home

SHOW DISTRIBUTION: FCICA - Mid Year Meeting (October 10 - 12)

INS

(10/24)October 10AD CLOSE 9/27

FLOOR COVERING 101 GUIDE TO LAMINATE & LOCKING SYSTEMS

NO. 22 October 24AD CLOSE 10/11

TOP 25 DISTRIBUTOR ISSUEAspirational & Influential: Hardwood’s impact on the industryLaminate’s Latest TrendsRevving Sales with Rigid Core Pet-Proof Portfolio: Flooring that stands up to cats, dogs & moreFinishing the Job with Trims & MoldingsRetail Savvy Software Systems

SHOW DISTRIBUTION: Starnet Fall Meeting (October 28 - 30) ; NAFCD & NBMDA (November 1 - 3); Total Solutions Plus (November 6 - 8)

ONS

(11/7)October 31AD CLOSE 10/18

FLOOR COVERING 101 GUIDE TO FLEXIBLE LVT, SHEET VINYL & MORE

NO. 23 November 7AD CLOSE 10/25

THE MAIN STREET ISSUEMain Street Savvy: Diversifying your customer base at retailTile is Proof Perfect: Waterproof, stainproof & scratchproofSpotlight on Unique InstallationsDesign-Driven DIY Products: Products that promote easy installationCustomer Service: Merchandising systems perfect for Main St.Crafty Carpet Tile Style

NO. 24 November 21AD CLOSE 11/8

THE FLOORING BELT ISSUEWaterproof WondersEnhancing Tile’s Beauty with GroutMade Local: Flooring made right here Sheet Vinyl Style & DesignCarpet Meets Consumer Desires

NO. 25 December 5AD CLOSE 11/21

MORE THAN FLOORSRenovation Report: Where money is being spent & howLarge & Long Tiles: Showers, wall panels & more Stair Treads & TrimsLocking Systems Secure the Install Kitchen and Bath Style & Design

NO. 26 December 19AD CLOSE 12/6

STATE OF THE INDUSTRY 2022Achievements & AccomplishmentsSoft but Strong: Carpet offers it allHigh Style Roundup: Influencing trendsLovely LVT Looks

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SEND MATERIALS TO:Email: fcwservices@hearst.com

PRINT ADVERTISINGWith a circulation of 18,500 readers, FCW puts your ad in front of the

industry's decision-makers. Not only will your ad be seen by our print

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FOR MORE INFORMATION AND PRICING CONTACTCharlton Calhoun ccalhoun4@aol.com 404-964-3961

16 APRIL 5, 2021 | FLOOR COVERING WEEKLY

T E C H N O L O G Y

© 2021 Tarkett North America

MARBLE NOUVEAU | IBIS | 270282006

Designed for Life

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B y S h a n n o n V o g e l

Setting yourself apart socially It makes sense

to put muscle behind social

media — because of the pandemic, people are home more than ever, people are remod-eling more than ever and people are looking for ways to connect with others more than ever.Social media allows your brand to have a professional and consistent presence in the places people are spending their time. It gets your brand noticed by people that have money to spend on what you’re selling.

Consumers aren’t on social just to connect with friends and family. They are there to research and find products to buy; 86 percent of women are more likely to make a first purchase after en-gagement on a social media site. Wom-en shoppers say they are more likely to buy a brand they’ve never purchased from when they begin to interact with that brand on social media, according to a survey from Influence Central.Let’s face it: women talk all the time — about everything! Women trust other women and want their input, ideas and

advice. Social media allows you to har-ness that power of word-of-mouth val-idation from someone she knows and trusts. No ad, no promotion, no graph-ic, no dollar amount or percentage off has a chance against a conversation between women where they are prais-ing their experience with your brand.Social media lets you publicly set yourself apart from your competition. It allows you to explain why you are a better choice than your competition. How else can you instantly share your message with a specific and targeted audience? Social media humanizes your brand, creating a connection that elicits trust and confidence.Another benefit to social media is social advertising. Not only does social advertising help you put a megaphone on the content you create, but it is an inexpensive way to reach customers that don’t know about you yet. When you utilize social advertising to grow your social community, those fans and followers are now in your network to continue receiving your message each week as you add new and fresh content.Social media can seem overwhelm-

ing and daunting, but it doesn’t have to be. Like any other project, start with baby steps. There are some sim-ple things you can do to make social tasks more efficient and effective. Tip 1: Know the basics. Social media is all about the long game. It’s about building relationships and cultivating trust. It’s about sharing information that benefits your audience. Tip 2: Create a plan with a strate-gy behind how and when you engage. Start with one great post per week. Then add another post and then an-other. Three posts per week is an ideal goal. Write down five different types of posts and work those until you get comfortable. Post ideas include: • Share reviews or testimonials • Day themes like Throwback Thurs-day, Mosaic Monday or Tile Tuesdays • Employee Spotlight

• Post pictures of your showroom or products with a pet — “Fido approved”• Ask simple questions like “Which bathroom do you prefer?” Tip 3: Use Apps and Tools. Canva is a great site to help you create graphics quickly and easily.

If you struggle with coming up with consistent content use the app Repost to share manufacturer content while simultaneously giving them credit. If you have great images, but they aren’t quite in good posting condition, use photo editing apps like Snapseed to edit your images. If you get images from your install-ers or customers with unwanted ob-jects in the photos, use the Retouch app to remove them.

Tip 4: Ask your manufacturers and vendors for images. They have them. You want them. It’s a win-win situation.Tip 5: Sponsored or Boosted posts take the content you worked really hard to create and puts your message in front of a targeted audience quick-ly, easily and inexpensively.

Shannon Vogel is the owner of Reach So-cial, a professional social media company that offers full-service, customized, social media management, social advertising, content creation, reputation manage-ment, training and consultation. Con-nect with Shannon on LinkedIn or via email at shannon@reachsocial.media.

FLOOR COVERING WEEKLY | JULY 26, 2021 25

S T A T I S T I C A L R E P O R T 2 0 2 0

Hallmark Floors is proud to introduce the Avenue Collection, with 91/2” extra-wide planks and a 4mm sawn cut face. These meticulously selected boards are chosen from only the largest Oak, Maple & Hickory trees. Then are treated using a hand-scraped technique to enhance the graining, creating a true sense of nature’s own luxury statement. Learn more at hallmakfloors.com.

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RY

and builders to seek alternative hard surface constructions to stay within consumer/end user budgets.”

Competing with innovationHardwood too has seen advance-ments in technology which have posi-tioned it competitively, allowing wood products to now offer the types of wa-terproof properties and warranties to-day’s consumers are looking for. “We continue to see the hybrid construction market taking shape as consumers and retailers become more familiar with those options and believe it will grow over the next couple of years,” said Mohawk’s Ward. “We’re going to continue to focus on newer options with the right style and design as wood con-tinues to innovate and remain rele-vant in the market.”Indeed, hybrid options are gaining ground. “Without a doubt some of the new hybrid constructions are be-ginning to take share and we’ve been seeing this happening for the past 15 years or so,” said Natkin. “We’re seeing wood on SPC as well as some other introductions into that hybrid category. It’s not its own standalone category yet but it is definitely tak-ing share.”

Other recent innovations — in-cluding water- and moisture-resis-tance and enhanced finishing tech-nologies — have made hardwood “more attractive to the discerning consumer seeking an elevated aes-thetic but still requiring an easy-to-maintain, worry-free product,” said Shaw’s Hash.And while COVID brought so many difficult challenges it also shifted the consumer mindset to embracing the use of more natural materials, including hardwood. “With COVID in the news for the past year-and-a-half, health has been a huge focus for many people. Consumers are becoming more edu-cated about the health of their home environment and understand that natural flooring products offer the healthiest option. As a result, there currently is a big demand for nat-ural products, including real wood floors,” said NWFA’s Martin. “NWFA recently conducted its annual in-dustry survey and learned that de-spite the uncertainty many compa-nies experienced at the beginning of the pandemic, they had their best year ever. Demand was up, orders were up, sales were up and profits were up. That trend shows no sign of slowing in the near future.”

PLAYING TO THE HIGH-ENDOne of the biggest impacts seen in the hardwood market, offered Dan Natkin, vice president of hardwood and lam-

inate at Mannington Mills, is a pruning effect at the entry level price point for hardwood products. “Products like LVT consumed that bottom end of the wood market. Inverse to that, over the last few years, has been

a resurgence in the mid to upper price point — when a consumer is choosing a wood floor they tend to buy a better

product and they’re going for it in larger quantities. Wood is no longer just going in one room; consumers are doing

their whole house or an entire floor,” he said.And this move to the upper end can be seen in the numbers, shared Mohawk’s director of hardwood and laminate

Adam Ward. “The average ticket price is going up and the wood market is keeping up with trends. So, for us, staying

on top of style and design is crucial in hardwood in order to make sure we’re providing what consumers are looking

for,” he said. The specialty market, in fact, has been “unbelievable,” said Tommy Maxwell, owner of Maxwell Hardwood Flooring.

“Seven-inch wide, four-foot long or longer white oak is doing very well. We’re not a specialty mill but we will make

specialty product because customers will inquire and we’ve been seeing a lot of growth in the market,” he said.

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MOHAWK OMNIFY | November 2019 5

RepoRtingReal-time results help make in-formed decisions and allow you to benchmark your performance.

Building tRustWhen the consumer does walk

into the store, if they are met with mixed messages between the website and the physical store, they immediately mistrust the retailer and the sale is in jeopardy. In fact, the hallmark of a good shopping experience is one that seamlessly takes the in-market consumer from a web-site right into a store with consis-tent brand messaging.

“It doesn’t matter if it is on-line or instore; consumers today value simplicity,” asserted Ar-nold. “The formula is straight-forward — it has to be easy to learn, compare and trust. What Omnify does is, with the four places the consumer is going — into the store, to the branded website, to friends and family for reviews and then into the retailer’s website — give those four places a consistent brand-ed experience. A good branded experience is going to win,” he said, noting, “If there are dif-ferent stories on their website or they go into the store and it’s showing campaigns from 10 years ago, the consumer finds it hard to trust and the process becomes complicated.”

At the end of the day, said Ar-nold, “Omnify does everything it can do to create that loyal con-sumer. Omnify is critical to [the retailer’s] success.”

BenchmaRk foR successThe numbers tell the story.

Mohawk knows how retailer’s websites have performed before adopting Omnify and how they have performed after Omnify.

“In three years doing this, there are a few benchmarks

learned and evolved the pro-gram to better meet the needs of its retail partners. Today, the fee has been reduced to $199 per month allowing retailers to have the branded experience they need at a price that is bud-get-friendly.

key componentsWhen you sign up for Omni-

fy today, what’s included? Om-nify, in fact, includes has four basic benefits:

digital meRchandising Mohawk puts significant mus-cle and vision behind creating branded campaigns. With Om-nify, you can take advantage of the industry’s most recognized brands to create a seamless online to in-store Mohawk shopping ex-perience with the company’s en-gaging assets.

lead captuRe & nuRtuReConvert potential customers and nurture existing leads to close more sales with engaging and optimized lead conversion pages; a valuable customer rela-tionship mangement tool; and, automated email campaigns to keep your store top-of-mind.

Reputation managementOmnify will allow you to share your reputation online with easy solicitation and management of reviews to influence purchases.

of what retailers’ websites are before Omnify and after,” said Arnold. For example, he of-fered, “After Omnify, retailers see three-times more leads from their website on average; 2 ½ more reviews; and, a 13 percent lift in their average ratings. It doesn’t seem like much, but many are already at four stars and above reviews. It’s hard to

THE FUTURE IS NOWThe future consumer is critical to specialty retail’s success, report-ed Seth Arnold, vice president of residential marketing, Mohawk.

“The future consumer is the under 40-year-old group and, quite frankly, they are more likely than average the flooring consumer to shop online or at home or at discount retailers. The power of Omnify is to use the brand and strength of Mohawk to enter into conversation with the emerging consumer,” he said.

Today, Arnold revealed, the average consumer in specialty re-tail is 54 and aging out of buying flooring. “Omnify is absolutely essential if specialty retailers want to attract the emerging floor-ing consumer.”

And the emerging consumer demographic, he said, is addicted to the digital screen to help make a decision. “For these emerging consumers — two of the top 10 priorities is to invest in their home and reduce their screen time. And, 30 percent to 40 percent are more likely to value brand. The relationship with brand is incredibly important to the success of specialty retail.”

grow above that.”Arnold went on to detail that

Omnify customers are four-times more likely to show up in search and three-times more likely to have consumers engage with their website. “If retailers are not making those kinds of improvements, they are falling behind. Omnify is a tested and proven way to get results”.

8 August 2017 | USFLOORS

FASHION & FUNCTIONCOREtec delivers both design & performance COREtec is USFloors’ waterproof premium engineered luxury vinyl plank and tile that is taking the WPC (wood plastic composite) world by storm. Not only does COREtec include a layer that protects against excessive wear, it is also resistant against water, mold and mildew.

“COREtec offers today’s retail consumer a floor that can truly be lived on,” explained Jamann Stepp, director of marketing and prod-uct management. “The vast assortment of decors, visuals, plank widths and lengths, along with our patented construction makes COREtec the go-to brand in composite waterproof flooring.”

COREtec is available in multi-tonal and multi-width options, in both tile and plank format. “These visuals offer the look and feel of natural hardwood species that the consumer is demanding, but in a waterproof, kid-proof and pet-proof option. None of which real hardwood can offer,” Stepp said.

Visuals, said Stepp, have evolved over the years. “Over the course of the last four years, the visuals have definitely improved,” he shared. “High definition print décor film, embossed in register and enhanced bevel edge technology have catapulted the visuals into new territory. Although the decors first introduced four years ago were trend-setting at the time, what we offer today takes COREtec in a new direction.”

The COREtec brand has received high praise from consumers, and Stepp said that others in the industry have been taking notice. “We lead the WPC category with the COREtec Brand. Competitors often pay us favor by stating their product is ‘like COREtec.’ When this happens, you know the brand has taken hold.”

—Ryane DeFalco

Worldwide fashion USFloors’ process of selecting visuals spans the globe. The team, led by CEO Piet Dossche, goes to China where they oversee hundreds of visual options. The team selects a large number of visuals to bring back to the United States, where the final selections are made.

The team looks at current trends, but that doesn’t necessarily in-fluence the final decision. Dossche sets out to make USFloors’ visuals stand apart from other brands. “Piet is an innovator,” said Stepp. “He’s interested in what’s new, what’s different.”

USFloors is known for having the most impressive visual choices, a result of its extensive selection process.

With designs from rustic to exotic, COREtec features products in oak, walnut, pine and maple visuals, pictured here.

COREtec Plus XL embraces the long and wide trend, with planks measuring up to 6 feet in length.

COREtec offers real hardwood visuals with the added bonus of being wa-terproof, making it a sensible choice for spill-prone areas, like kitchens.

AHF PRODUCTS | April 2019 5

[Lancaster, Pa.] With the indus-try’s leading hardwood brands in its portfolio, AHF Products is committed to giving them the attention they deserve. “We are the leader in hardwood flooring. We are going to provide the prod-ucts, the beauty, the innovation, the story and the brand segmen-tation,” asserted Brian Carson, president and CEO.

Indeed, the company is tak-ing its leadership position seriously and putting its full resources behind its brands — Bruce®, Hartco®, Robbins®,

Building BrandsInvesting & innovating a stellar portfolioBy Amy Rush-Imber

Capella®, HomerWood® and T. Morton® — names with histo-ry and equity in the market yet not fully attended to over the years. That, according to Ebeth Pitman, director of marketing, is all changing. In fact, she said, the company’s promise is to lis-ten to the customer, respond quickly and bring meaning to the category and AHF brands through innovation.

“We are reinvigorating the brands. You really need to have a connection, a reason to believe and then tell the story to drive

AHF Products knows that hav-ing legacy brands is only part of the equation. This new company is preparing to wrap each brand in powerful marketing while giving its retail and distributor customers the support they need both online and instore.

“We already have the best sta-ble of brands and best heritage of brands but there is more you can do to bring life to those brands and make them sing a little high-er, with more strength,” said Brian Carson, president and CEO.

While investing and innovating each of its hardwood brands, AHF Products is equally committed to marketing them in a way that has not been done before. “To success-fully bring brands and products to market, they have to be mean-ingful and they have to move the

POWER ON

attention for each brand,” she said. “AHF will design with in-tention and move beyond simply a logo to drive a lot more mean-ing, with consumers, specifiers, contractors and installers.”

For example, Bruce®, Pitman said, is “the crown jewel and deeply powerful with both pros and shop-pers.” This brand is first in line to garner the company’s full attention.

HomerWood® is another brand that holds value out in the market-place. “It’s an amazing brand that is high-end in terms of its offerings — it’s handcrafted in Pennsylva-nia. It’s a brand for the discerning buyer typically working with an architect or designer to bring something uniquely exquisite to her home space,” she explained.

With both ears firmly attuned to the customer, AHF Products

will move quickly to address each brand’s story and the needs of the market. “We have the ability to really listen to the customer to meet the needs of the market and we are nimble,” she asserted. “We can react very quickly and very specifically to the customer’s needs. It’s a totally different way of working than perhaps what the industry is used to.”

In fact, the company sees its initiatives, investments and in-novations as its duty to the hard-wood segment. “It’s our responsi-bility to serve that market today and into the future,” said Carson. “Across the board, we have the best range of price points, chan-nel partners and the product themselves to deliver across the entire hardwood market. There is significant portfolio strength.”

needle with the target audience,” said Ebeth Pitman, director of marketing. “We will do things that are somewhat unexpected so the brands will be distinct and under-stood, rather than blending into the sea of sameness.”

For example, she revealed, the venerable Bruce® brand will be brought to market in a different and fresh way. “Storytelling,” she offered, “But also supporting the customer and driving traffic into the store to sell products.”

The first evidence is the re-launching of the Bruce.com web-site. “The site today shows a lack of investment. We are changing that to give it a whole new look and great experience,” she said. “It will be a super toolbox chock full of resources for the pro and also we are going to be working hard to connect people actively shop-ping with our retail partners.”

The instore marketing will have

some fun to it as well. “[Hard-wood] deserves more punch and excitement with how we attract the shopper. Flooring is a big purchase and with it is high risk, but also high reward. Not only do we want to help them through the process but also help them enjoy it and take away pain points. That’s our responsibility as category leader,” asserted Pitman.

Delivering on its promise, AHF is creating a retailer tool box that will include photog-raphy, branding, graphics, color palette (building on the Bruce® red, for example, but with more flare and dimension), and bite-size video

content for the consumer, as well as long form video for the pro and contractor on technical aspects. “We are looking to build out a tool box so retailers are equipped to tell the brand story, both in store and online. Our responsibility is to help them carry through the mes-sage,” Pitman noted.

“WE HAVE A GREAT ARSENAL OF BRANDS SUPPORTING OUR CUSTOMERS ACROSS ALL CHANNELS — RETAILERS, DISTRIBUTORS AND NATIONAL ACCOUNTS. OUR JOB

IS TO GET THE BEST INNOVATION AND MARKETING INTO THOSE CHANNELS.” — EBETH PITMAN

One key example of AHF investing in the marketing of its brands is the redesigned website for Bruce®.

IT'S TIME TO EXTEND THE STORE EXPERIENCE BEYOND YOUR FOUR WALLS.Discover how Omnify makes it easy to use digital to drive more feet through your door for Mohawk flooring.

6 November 2017 | NAFCD

By Sharyn Bernard

Shaping the futureStrategic planning sets course for growth

[Chicago] As the North American Associa-tion of Floor Covering Distributors (NAFCD) celebrates its 45th anniversary, it is not resting on its laurels. Indeed, the not-for-profit orga-nization, based here, dedicated to promoting wholesale distribution in the floor covering industry, recently unveiled a comprehensive, multi-year strategic plan to chart its long-term growth and significance. The plan is designed to provide members with the re-sources needed for enhancing performance by fostering sound business practices.

“Last year, we went through a formal, stra-tegic planning process which resulted in four overarching strategic goals and objectives,” said Kevin Gammonley, executive vice presi-dent for NAFCD, who shared these goals and objectives with FCW.

NAFCD’s strategic growth plan is centered on four goals and the action steps needed to achieve them, including:

1. Be a conduit for memBer interaction “We want to engage, enable and inspire

members to connect,” said Gammonley, adding, “It’s what people are attracted to and it all comes down to selling more products.” The goal is to get members to share best practices, network, exchange information and benchmark both on-line and in-person. Naturally, NAFCD’s annual convention is a key conduit for this.

Steps to reaching this goal include refresh-ing NAFCD’s annual Financial Benchmarking

[Chicago] As president-elect of the North American Association of Floor Covering Distributors (NAFCD), David Powell, marketing and IT director at Erickson’s Flooring & Supply Co., has set his sights on a number of key targets. From encouraging more member interaction outside of convention, and increasing NAFCD’s overall visibility on so-cial channels, to continuing to work on implementing NAFCD’s strate-gic plan for 2017-2019, Powell is ready to put muscle behind growing the group’s traction and value.

“I hope to leave the board, the members and the association better than when I started. The board is comprised of an amazing group of talented leaders, I have learned a lot from them and consider myself very fortunate to have been able to serve the association in this capac-ity,” he shared with FCW.

As well, Powell said he will look to continue to develop, improve and increase participation in the Financial Benchmarking Survey and

communicate its unique value prop-osition to members. “The board has been working on this for a while, we are excited to see this project come to fruition with our new partner — Mackay Research Group — and hope members will see the value and benefit from the new format,” he said.

Powell said he will also spend time growing NAFCD’s relationship with the WFCA (World Floor Covering Association) to address key indus-try issues, such as training, and will continue the board’s focus on di-versity. “There has been a lot of great work done by the board over the last few years bringing in directors from all over the membership base,” he added.

Boosting NAFCD’s Value

“WE LOOK TO OUR BOARD OF DIRECTORS TO SHARE WHAT IS

GOING ON IN THEIR MARKETS SO WE CAN STAY AHEAD OF TRENDS

AND REMAIN RELEVANT.—KEVIN GAMMONLEY, NAFCD

Report, adding features to the online member directory, and refreshing its biennial Compen-sation & Benefits Report.

2. Strengthen education offeringS “We’re always looking at new media of ed-

ucation,” offered Gammonley, such as webinars and training in social media. Action steps in-clude expanding the number of speaker options at convention, driving awareness of the new NAFCD Research Center, creating an annual webinar series on topics of interest to members, increasing member participation in the Uni-versity of Innovative Distribution conference and assessing a strategic partnership to educate members on web design and digital marketing.

3. Partner with related organzationS One way NAFCD is doing this is by provid-

ing support and resources to allied industry groups representing flooring retailers as well

David Powell, Erickson’s Flooring & Supply

as the Floor Covering Leadership Council (FCLC). Action steps in-clude enhancing communication with the leadership of related flooring asso-ciations, participating in FCLC meetings and promoting its mission to members, assessing potential new partnerships with industry as-sociations and identifying NAFCD’s role in supporting industry-wide initiatives to in-crease training of installers.

4. exPand nafcd’S memBer BaSe NAFCD is looking to do this by identifying

and pursuing flooring distributors across prod-uct and channels. “We want to grow beyond our current membership base,” Gammonley said. “We want to expand the types of companies we represent in the flooring distribution channel. There used to be very defined channels for floor-ing distributors to sell products, from flooring to supplies. But those channels have integrated. This objective is about NAFCD representing all flooring distributors regardless of product mix, geography, customer focus or company size.”

Action steps include developing a strong val-ue proposition for members, identifying and targeting distributor prospects, implementing a reciprocal membership dues discount program with the North American Building Material Distribution Association (NBMDA), increasing exposure through partnerships with flooring publications, enhancing NAFCD brand recog-nition and exposure at industry events.

GAMECHANGER 5Reinventing LVT with COREtec

BEST OF BOTH WORLDS 7USFLOORS & SHAW FIND STRENGTH IN ACQUISITION

Fashion & Function 8CORETEC DELIVERS BOTH

HISTORY IN THE MAKING 4

AUGUST 2017 • IN THIS ISSUE

NOVEMBER 2017

JOININGFORCES 10NAFCD partners for growth

LEARNING IS FUNDAMENTAL 5EDUCATION, RESEARCH & TRAINING PARAMOUNT TO SUCCESS

A LOOK BACK AT NAFCD LEADERSHIP OVER THE YEARSGuiding the way 12

NAFCD BOARD COMMITTED TO MEMBERS’ SUCCESSCHARTING A PATH FOR GROWTH 4

FLOOR COVERING WEEKLY | OCTOBER 4, 2021 37

CONGRATULATIONS

National Floorcovering Alliance

PICTURED: Marquesa™ Floret and Blanc

www.emser.com

on your 30 th Anniversary!

We Value Our Continued Partnership!

Taking the Lead

Full participation fosters fresh ideas

Small but mighty, National Floorcov-

ering Alliance (NFA) members sitting

around a table can accomplish a lot

and touch nearly every aspect of a

member’s business. And those ideas

often impact the industry at large.

“It’s a broad group of people who

have been exposed to all facets of the

business even though the current situa-

tion might just be retail. And it gives us

a pool of knowledge,” explained Michael

Geisler, president, The L & L Company.

According to Robert A. Hill, pres-

ident, Floor Covering Associates, the

format of the NFA encourages innova-

tive discussion and exchange of ideas.

“Those ideas, whether it be a product, or

advertising strategy, or online leads sys-

tem, they seem to permeate throughout

the industry and become mainstream.

Members of the NFA are always striving

to reach the next level,” he said.

“There is no facet of our business

that it hasn’t impacted from claims to

marketing to digital marketing. I’ve

even had meaningful conversations

about showroom lighting,” revealed AJ

Rose Carpets & Flooring’s AJ Boyajian.

He also noted that, as market leaders,

the industry, “looked to us for conven-

tions during COVID.”

Sarmazian Bros.’s managing direc-

tor Raffi Sarmazian emphasized that

each retailer operates uniquely and

independently. But, he said, there is an

innate value to what the group and its

board are able to add. “We have a broad

range of talents and experience we can

bring to the table — ADA compliance,

getting members to go into kitchens,

countertops, etc.”

Jason McSwain, president of Mc-

Swain Carpets & Floors and current

NFA board president, stated, “It has

been said differently over the years, but

always said consistently, ‘all members

must participate with each other and

for the betterment of the group.’ When

it is your time to step up, take the reins

and lead. It is encouraging for me cur-

rently seeing Lauren Coles [Coles Fine

Flooring] stepping into leadership.”

Many members, in fact, sit on in-

dustry association boards. Noted Kel-

ly Taylor, president of Ambassador

Flooring Co. in St. Louis, “Our lead-

ership in the industry as a whole is

strong. Many of our members sit on

numerous industry boards, including

the World Floor Covering Association

(WFCA), and they help bring a fresh,

dynamic perspective to an industry

that still lags behind in lots of ways —

B to B consistency is one lag point that

instantly comes to mind. Our NFA

members are helping to lead the way

in this and so many other issues.”

Added Jessica Arscott, vice president,

Floortrends, Ontario, Canada, “I would

like to think our members’ involvement

in the WFCA and FCIF (Floor Covering

Industry Foundation) has been mutu-

ally beneficial helping to elevate those

groups to the attention of other retail-

ers, as well as benefitting the NFA mem-

bers in return. Our members are very

forward-looking with the way they sell

products and how they use technology

in their operations in everything from

virtual showroom consults, measuring

software, warehousing and inventory

movement and employee training. The

enhanced efficiencies and better cus-

tomer experience our members are able

to create pushes other retailers to inno-

vate to keep up and compete.”

Cary Cass, general manager, Dolphin

Carpet & Tile in South Florida, said NFA

helps boost vendor exposure in the mar-

ketplace too. “There have been intro-

ductions years ago, introduced by NFA,

allowing for a company to become a core

member. They also help with mobile

marketing. We’ve really nurtured the

relationship (with Carole Cross). She’s

taken over all our digital marketing and

website. It’s an extremely important part

of our marketing. Things like that devel-

op because of the association.”

Offered Phil Koufidakis of Baker Bros.,

it’s all about “great ideas and big pictures

in a small number. Most groups need

hundreds of members to get to our scale.

We can be more nimble, precise, expedi-

ent and direct with the things we do.”

— Amy Rush-Imber

Here at the Cancun meeting are Board

members Ian Newton, Flooring 101; Lar-

ry Flick, The Floor Store; and then-NFA

president Dave Snedeker who was with

Nebraska Furniture Mart at the time.

S P E C I A L S E C T I O N S

SPECIAL SECTIONS & DEDICATED CONTENT

Celebrate significant moments with us

FCW will work with you and your partners to create unique and thoughtful content that highlights meaningful achievements and accomplishments.

36 OCTOBER 4, 2021 | FLOOR COVERING WEEKLY

EverywhereContinued from page 35

Napa

South Carolina

Newport

Nashville

North Carolina

In fall 2018, the group set up at the

Silverado Resort & Spa in Napa, Calif.

for intense meetings along with a little

wine tasting.

In 2015, NFA held its spring meeting

in Charleston, S.C. at the Belmond Charleston Place.

Complete with sailing and seafood,

NFA’s fall 2017 meeting took attendees to the Newport Marriott in Rhode Island.

Fall of 2019 brought NFA dealers and vendors to Nashville, Tenn. where one of the evening events took

place at the iconic Grand Old Opry.

2016 brought members to beautiful Asheville, N.C.

FLOOR COVERING WEEKLY | OCTOBER 4, 2021 35

30 Years of ExcellenceThank you to the NFA for keeping standards high and relationships strong. The flooring world would not be where it is today without your leadership.

Pictured: CALI vinyl legends Uprush

Las Vegas

Mexico

MauiNFA meets with its Tier 2 vendors each year before Surfaces. This sum-mer, the industry re-connected after a year apart.

The 2018 spring meeting took NFA members south of the border to Can-cun where attend-ees enjoyed sun and socializing.

NFA’s 2014 meet-ing was a Polynesian paradise that took the group all the way to the Hawaiian island of Maui.

Continued on page 36

34 OCTOBER 4, 2021 | FLOOR COVERING WEEKLY

Here, Th.2ere & Everywhere

Arizona

Canada

Georgia

Lake Tahoe

NFA’s spring

meeting in 2012

was held at the Ritz

Carlton in Tucson.

NFA went north

for its spring 2019

meeting which took

place at the Westin

Resort & Spa

Whistler located in

British Columbia.

2020 brought the

NFA to Savannah,

holding the first

industry event since

the pandemic began.

Next up, Barnsley

Gardens in Adairs-

ville this spring.

The 2017 spring

meeting took place

at Lake Tahoe in

California where

activities included

fun on the moun-

tain slopes.

The NFA (National Floorcovering Alliance) meets formally with its vendors

three times a year — first in Las Vegas before Surfaces, then in the spring and

fall at destinations across the country and occasionally over the border. The

several-day event includes a members-only two-minute drill, vendor/member

“speed dating,” dining together and a fun activity related to the location wheth-

er archery, snorkeling, snowmobiling and

more. Here is a look at just some of the meet-

ings and moments over the years.

16 OCTOBER 4, 2021 | FLOOR COVERING WEEKLY

Congratulations to the retail members of the National Floorcovering Alliance

(NFA) for 30 years of leadership and excellence in the industry. These indeed

are days to remember, and to celebrate!

The reasons to celebrate are many. From NFA’s beginning, it has pulled its

strength for business support such as rebates. Today, support comes not just

from its vendors but each other. The unique meeting format and group struc-

ture, for example, encourages and cultivates openly sharing.

Even with its vendors, the one-on-one vendor/member “speed dating” fa-

cilitates candid conversation — even when tackling tough issues such as per-

formance, delivery and pricing. It is a reason to celebrate because the bond

between these retailers and their suppliers is genuine and meaningful.

At every event I’ve attended, the sincere support among members and the

NFA’s vendors is palpable. And with every conversation I’ve had, the No. 1 ben-

efit of membership is the sharing and the friendships. The friendships are real

and yet another reason to celebrate.

Indeed, the interviews we conducted for these stories uncovered heartfelt

sentiments members share for each other. Many were moving. Even my own

close friendships, that formed unexpectedly, are treasured. I don’t think, for

one example, I would have made it through the pandemic with a clear head

without my frequent Facetime’s with Susan Hadinger and the daily inspiration

texts from Chris Cosentino. And there are so many other ties that I hold dear.

The conversations and caring ways of so many members and vendors are

supportive, insightful and inspiring. And the mentorship from the likes of Sam

Roberts and others have, to some extent, guided what we do here at FCW. I

thank you all for your time, patience and generosity.

Prior to stay-at-

home orders, FCW’s

Retail Road Trips,

where we went deep

into a region visiting

as many retailers as

we could, were robust

and frankly some of

the best content

we’ve produced. NFA

retailers were key to

these trips and we

made sure, whether

in Florida or Montana,

to visit you. Thank

you for your hospital-

ity and we look for-

ward to reviving the

program and seeing those we haven’t yet soon.

The NFA in fact — the people, the events — has in many ways shaped the

last decade of my life. My first trip to an NFA meeting was in the Caymans

about a decade ago. I had no idea what to expect, about the format, the func-

tion. I went in admittedly a bit blind and somewhat intimidated because the

one thing I did know was that this was a group of premier retailers across the

country and in Canada. There would be much to learn indeed.

Each event, each gathering has meaningful moments. Thank you for wel-

coming my team, myself and my husband with open arms. This celebration

is about these members but not just what they have achieved or what they

have done for each other but for the industry and setting the bar for success.

Happy Anniversary, NFA! - Amy Rush-Imber

THESE ARE DAYS TO REMEMBER

Editor’s Note

Interviews for this NFA (National Floorcovering Alliance) special section of

FCW were a team effort. Editors Mallory Cruise-McGrath, Kacey Perinelli, Lau-

ren Moore, Sharyn Bernard, Ryane DeFalco and Janet Herlihy all conducted

numerous interviews over the last few months. We thank all of you that gener-

ously gave your time to working with the FCW editors and sharing your voice.

FCW had the pleasure of hosting some NFA members

and vendors for a private tour and tasting at Frogs Leap

Winery in Napa following the 2018 fall meeting.

Membership has its Benefits

NFA brings unique value-adds

By Amy Rush-Imber

Most retail groups are formed to de-

liver benefits to members such as

rebates, special buys, private labels

and more. But for NFA (National

Floorcovering Alliance) members, it

goes beyond that to deeper, open and

transparent conversations with each

other that are about sharing strate-

gies, insights and experiences.

“The network of relationships built

over the years with both members and

vendors is invaluable,” shared Raffi

Sarmazian of Sarmazian’s in Ontar-

io, Canada. “The NFA is constantly

searching for unique ways to provide

value for the betterment of the group.

This comes in the way of rebates, spe-

cial buying programs and sharing of

best-practices.”

The Alliance is dependent on the

smart minds around the table. Phil

Koufidakis of Baker Bros. in Arizo-

na, who served as president which

he said was both “extremely hum-

bling and rewarding,” described

members as “smart, together, prag-

matic, generous, a Brotherhood (and

Sisterhood).” He added that NFA

works, “because everyone has a voice

and in a group with such incredible

voices it would be a shame not to

have them utilized.”

And it isn’t just during formal

meetings. NFA retailers are just a

call away when needed, offered Ja-

son McSwain, president of McSwain

Carpets & Floors in Cincinnati and

current NFA president. “Any given

day — the member network is avail-

able as a trusted sounding board;

sharing needed inventory if a unique

customer timing need arises; ‘been

there done that’ source of guidance;

or [to] pull a few members together

to collaborate on a problem that chal-

lenges us all. Members sharing their

best practices are the fertile seeds for

McSwains to dynamically enhance

our business model.”

Added Kelly Taylor, president of

Ambassador Mid-West Floor in St.

Louis, “Without a doubt, the idea

sharing among the members is the

No. 1 benefit. Within the NFA mem-

bership, we’re able to let our compet-

itive guard down, talk through issues,

bounce ideas off each other and grow

in ways we wouldn’t be able to do

otherwise. Beyond the business sup-

port, the personal gain in realizing

the challenges we face aren’t unique

to us, and that we can find answers

to tough problems from peers who’ve

gone through or are going through

what we are, is hugely important. I

am a better, more confident leader

because of our NFA membership.”

Echoed Darren Hearns, owner

of Great Lakes Carpet & Tile, Wild-

wood, Fla., “NFA is a huge resource

of knowledge and experience in the

flooring industry. We ask every day

‘how do we make ourselves better?’

and there’s someone out there in the

group that has gone through the same

situation we are. And we help as well.

Negotiating rebates is always import-

ant but for me it’s been best practices.”

Open Access

Members also noted that, while

their vendor rep on the ground is

important, a key benefit of the NFA

is the open access to senior leader-

ship throughout the industry. Noted

Pat Molyneaux, co-owner, Moly-

neaux Tile Carpet Wood, Verona, Pa.,

“There is cross pollination of best

practices. It also forces me to engage

with the senior leadership of our ven-

dor partners. Prior to NFA, I never

invested the time to meet and get to

know them.”

For Jim Jensen, vice president of

Continued on page 18

R E T A I L E R H A N D B O O K

Floor covering products today are changing at a rapid pace, often creating confusion on

the selling floor. FCW's Floor Covering 101 Guide handbooks will give retail sales associates

(RSAs) the latest information they need to understand the product category and ultimately

close the sale. Each category-specific handbook will serve as a true education resource for

both new and seasoned RSAs.

GUIDE CATEGORIES ISSUE DATE MATERIAL DUE DATE

→ Digital & Software January 10 December 30

→ Rigid Core February 14 February 4

→ Style & Design March 14 March 4

→ Installation April 11 April 1

→ Carpet May 9 April 29

→ Waterproof & Water-Resistant June 13 June 3

→ Hardwood July 18 July 8

→ Tile & Stone August 15 August 5

→ Laminate & Locking Systems October 10 September 30

→ Flexible LVT & Sheet Vinyl November 14 November 4

FLOOR COVERING 101 GUIDE: THE RSA HANDBOOK

FOR MORE INFORMATION AND PRICING CONTACTCharlton Calhoun ccalhoun4@aol.com 404-964-3961

ADVERTORIAL + ONE FULL PAGE ADWork directly with FCW's editors to provide your view about a product category's attributes around features, benefits, constructions and more.

The advertorial will give you the opportunity to position your product in the marketplace. This two-page opportunity includes a full page display ad as well.

ADVERTISING OPPORTUNITIES

DISPLAY ADS WIDTH X HEIGHT

Trim size = 7.75 X 10.875 Bleed size* = 8 x 11.1251/2 horizontal = 7.25 x 4.875All sizes are in inches

* Safety for ads that bleed: Keep all live matter (text, logos, images, etc.) 1/4 inch from trim.

P R O D U C T S H O W C A S E

Each Ad Includes:• Product Image• Product Description (100 words)

• Call To Action/URL• Digital Edition Hyperlink

Brand: Collection

Vertical Orientation1.625 x 3.375

Description(100 words max)

Call to ActionContact information

Brand: Collection

Vertical Orientation3.3125 x 1.625

Description(100 words max)

Call to ActionContact information

1/4 sq. Specifications

New Product ShowcaseThis unique, innovative format allows you to get

your 2022 collections in front of retailers when it matters most.

Product

FCW

FCW’s

F L O O R C O V E R I N G W E E K L Y

The new products & innovations you’ve been waiting for

JANUARY 2021

FCWProductShowcaseCover.indd 3 1/15/21 7:16 PM

FCW PRODUCT SHOWCASE | January 2021 3

Engineered FloorsDW Select

Visit us at our website: www.engineeredfloors.com/dw-select/

In 2020 we introduced DW

Select, bringing a collection of

beautifully styled patterns, tex-

tures, and colors to the Dream

Weaver product family. Em-

ploying our proprietary twistX

technology, DW Select deliv-

ers incredible softness under

foot alongside industry lead-

ing toughness. Inspired by the

natural landscape, these styles

bring textural nuances, rem-

iniscent of natural materials,

into the home. This year we will

deliver more styles to this ex-

ceptional product assortment

that will continue to impress.

Engineered FloorsEF Hard Surface - VanguardVisit us at our website: www.engineeredfloors.com/vanguard/

We are excited for the introduction of our new Vanguard loose lay product. Boasting ten different colors, this 5mm thick plank will transition seamlessly to 5mm carpet tiles providing multiple unique installation options. One of the shining features of our new Vanguard loose lay is its exceptional sound insulation. The fiber-glass core also provides amazing dimensional stability. Vanguard loose lay is waterproof, stain resistant and scratch resistant making it the perfect choice for active households who are looking for a tough, low maintenance LVT without giving up beautiful aesthetics.

Engineered FloorsPentz Commercial - Magnify

Visit us at our website: www.engineeredfloors.com/magnify-tile/

Available in both tile and plank, Magnify is the sister product of Amplify and brings similar design traits from the natural world indoors. The color pallet for Magnify was formed using a dark color base with vibrant accents that also allow for pops of color to bring a unique design to any space.

Engineered FloorsPentz Commercial - Amplify

Visit us at our website: www.engineeredfloors.com/amplify-tile/

Available in both tile and plank, Amplify is designed to bring the geometric shapes from nature to the floor to compliment the natu-ral shapes inside. The random placement of the shapes blends per-fectly with various walls and moldings. The color pallet is a neutral base with vibrant accents that allow for pops of color to drastically transform any space. The design aspect of Amplify allows an end user to be subtle, bold, or wild… whatever they choose! ,

FCWProductShowcase.indd 3 1/15/21 7:01 PM

FCW PRODUCT SHOWCASE | January 2021 5

Congoleum: ArmorCore® Resilient Sheet Visit us at our website: www.congoleum.com/armorcare-plank/

ArmorCore® resilient sheet flooring was designed specifically for the unique needs of the residential builder and multi-family property owner. ArmorCore provides a winning combination of aesthetics, waterproof durability and value. The line features a well-curated universal design package that includes wood, stone and tile visuals that are available across multiple constructions. This allows building professionals to choose the wear layer per-formance and installation options, ranging from fully adhered to completely glue-free, that are ideal for the specific conditions of their projects. And, all while maintaining visual continuity across multiple substrates and subfloor conditions.

Congoleum: ArmorCore® Plank Visit us at our website: www.congoleum.com/armorcare-plank/

ArmorCore® Plank is a traditional dry back LVT with an overall 2mm construction that, along with the other ArmorCore products, rounds out the family of resilient products that are engineered spe-cifically to meet the design, performance and value requirements of the builder and property management segments. ArmorCore Plank features a urethane-enhanced 6mil wear layer that delivers 100% waterproof performance and the reliability of full glue-down installation. This line shares the same essential wood and stone designs as ArmorCore Plank Pro, allowing for continuity of designs across multiple substrates. This shared design package is the per-fect complement to the ArmorCore Resilient Sheet collection.

Congoleum: ArmorCore® Plank ProVisit us at our website: www.congoleum.com/armorcore-plank-pro/

ArmorCore® Plank Pro is a best-in-class, SPC rigid core line, engineered specifically for the builder and property man-agement markets. The 100% waterproof, 4.5mm core is pro-tected by a 12 mil wear layer, features mico-beveled edges, and includes a 1mm foam pad for sound mitigation. The pat-ented SmartLockTM Clic floating system ensures fast and reliable installations. Competitively priced and available in a col-lection of essential designs that include 7” x 48” wood planks and 12” x 24” tiles, this product ideal for builder and multi-fam-ily projects. The design package is also the perfect complement to ArmorCore® resilient sheet products.

Congoleum: TriversaTM Prime

Visit us at our website: www.congoleum.com/triversa-prime/

Triversa™Prime is the premi-um residential 100% waterproof, floating floor offered by Congo-leum. Constructed on a phthal-ate-free, SPC core that provides, strength, durability and superior indentation resistance. Featuring the patented SmartLockTM Clic installation system for fast and easy installation, combined with an IXPE backing for sound re-duction to ensure quiet comfort. The 20-mil urethane-finished wear layer stands up to heavy foot traffic, spills and normal pet activ-ity. Wide bevels and color-infused edges on select designs, Triversa Prime wood and tile looks are au-thentic and on-trend, making the perfect foundation for a beautiful-ly decorated room. All backed by a lifetime residential warranty.

FCWProductShowcase.indd 5 1/15/21 7:02 PM

FCW PRODUCT SHOWCASE | January 2021 7

Visit us at our website: www.firmfitfloor.com

Firmfit® strives to be the Strongest Waterproof Floors, fit for when life happens®. This claim is backed by warranting incredible performance. Firmfit® is dent proof, sun-proof, anti-bacterial and much more.

With proven quality and the widest range of stunning designs, in-cluding its new blended widths designs with 3 widths in one box, 72” EIR planks and 48*24” tiles, Firmfit® takes the resilient category looks to a new level.

Firmfit of also comes with an SE+ anti-bacterial finish and is of course greenguard gold certified.

Visit us at our website: www.tenacityflooring.com

TENACITY is the pinnacle of the waterproof category, featuring a 100% PVC free engineered stone core and its TriTec finish, giving it unmatched wear, scratch and stain resistance.

It can be installed over 10,000sqft without transition and is one of the only waterproof floors warranted for kitchen islands to be installed directly on top.

Tenacity is also comes with a Net+ backing pre-attached. Net+ is made of recycled plastic bottles (PET), which are 100% waterproof but more importantly gives tenacity the best possible mold resis-tance, all the while finding a new home for 550 plastic bottles for every 500sqft installed!

Stanton Introduces AllegoryVisit us at our website: www.stantoncarpet.com

New for 2021, Allegory is a gorgeous nature inspired pebble motif with beautiful color, texture and dimension that appeals to a wide vari-ety of design aesthetics, Alle-gory is an absolute standout style. This beautiful face to face wilton comprised of SD ROYALTRON™ + POLYSILK is the perfect blend of transi-tional style with added per-formance benefits. Allegory sets the perfect foundation to build upon with texture and patterns as a stair runner, wall to wall application or custom sized rug. With a width of 13’2” and offered in 7 beauti-ful colors, Allegory is one style to watch!

NEW! Atelier Vertex Collections: MeridianVisit us at our website: www.stantoncarpet.com

NEW from Stanton Atelier Vertex Collection is the in-credibly versatile style, Me-ridian. A gorgeous geomet-ric echoing diamond motif in duel tone color combina-tions. The ultimate in per-formance and style, Meridien is machine tufted Scotchgard 3M™ SD Nylon. The added performance attributes meet the lifestyle demands of busy consumers today. Both pet and family friendly, 12’ Width and available in 6 stunning color options. Meridien is a winner for wall to wall, stair and hall runners, or custom sized are rug.

M A R K E T M A K E R E V E N T E X H I B I T O R M A R K E T M A K E R E V E N T E X H I B I T O R

FCWProductShowcase.indd 7 1/15/21 7:03 PM

For More Information Contact:

Charlton Calhoun404-964-3961

ccalhoun4@aol.com

ARRIVING WITH THE FEBRUARY 21 ISSUEMATERIALS DEADLINE FEBRUARY 2

S A M P L E B O X

Deliver your newest product samples into top retailers’ hands right when they are making

purchasing decisions. FCW will send an exclusive box of new product samples (see left for

categories) to top retailers across the country along with your product information. After

viewing hundreds of new products at winter shows, this unique opportunity puts yours

front of mind with the retailer.

SAMPLE BOX 2022Distributed to 1,500 top floor covering retailers by sales volume. CATEGORIES INCLUDE

→ Carpet

→ Hardwood

→ Installation Materials

→ Laminate

→ LVT

→ Rigid Core

→ Tile

For maximum impact, we suggest you affix product information to the back of the sample or include a page of your own collateral to be no larger than 8.5” x 11” (can be double-sided).

DEADLINE TBD

SAMPLES DUE TBD DELIVERY DATE TBD

SAMPLE SPECIFICATIONS Size not to exceed 8.5" X 11" (Wood & Laminate = 5" x 8")

FOR MORE INFORMATION AND PRICING CONTACTCharlton Calhoun ccalhoun4@aol.com 404-964-3961

SEND MATERIALS TO: Mail: TBD

Phone: TBD

Receiving hours:

ADDED VALUE→ A letter of introduction from FCW's Editor in Chief Amy Rush-Imber highlights the

samples in the box.

→ One sample per category per box will provide product exclusivity.

→ A Digital Sample Box will be posted on our website and delivered as one of our FCWdaily e-newsletters.

→ FCW will promote the Sample Box and highlight each of the participating suppliers in a print edition.

→ FCW will tease the Sample Box on social media and on our news page leading up to the delivery.

→ FCW will solicit input and feedback from retailers, via direct contact and email, and share this valuable information with participants.

→ All participants receive first right of refusal for committing to the 2023 Sample Box.

T H E I N T E R N A T I O N A L S U R F A C E S S H O W

DIGITAL FILE REQUIREMENTS:All files must be saved in a .GIF, .PNG, .JPG format. Animation files are accepted, but please note that it may not play on all devices. MAX FILE WEIGHT 100K

MATERIAL DEADLINEJan 14, 2022

FOR MORE INFORMATION AND PRICING CONTACTCharlton Calhoun ccalhoun4@aol.com 404-964-3961

TAKE THE STAGE AT SURFACESSITE DATES: JAN. 24 - FEB. 4 SHOW DATES: FEB. 1 - FEB. 3

Your brand, your products and your message will be front & center in FCW1.

com's feature spot devoted to all things happening at Surfaces for two weeks.

As a sponsor, you will receive high visability, enhanced exposure and robust

engagement with your customer. FCW1.com will host new content daily for the

week leading up to the show and the week of the show giving readers the latest in

new products, demonstrations, special events — if it's happening on the show floor,

you will find it on FCW1.com.

→ Sponsors will be part of our robust social posting at the show including live video.

→ FCWdaily e-newsletters will be delivered to our 18,500 readers featuring the day's website postings. Site sponsors will be featured prominently.

→ Each day's content — including interviews & demonstrations — will go live on FCW1.com and can be referenced long after the show closes.

SEND MATERIALS TO: Email: fcwservices@hearst.com

SPONSORSHIP INCLUDES

A W A R D S

As the industry’s most prestigious floor covering awards program, Dealers’ Choice gives

retailers the opportunity to review and vote for the product, technology or merchandising

they feel will have the biggest impact on their selling floor in the coming year. Each year, some 1,000 retailers cast their votes and this year will be no different as we

offer multiple online voting opportunities for qualified retailers. BEST PRODUCT AWARDS WILL INCLUDE THE FOLLOWING CATEGORIES:

→ CARPET

→ FLEXIBLE LVT

→ FLOORING RELATEDIncludes trims, moldings, grouts, adhesives and installation tools

→ HARDWOOD

→ LAMINATE

→ MERCHANDISING

→ SHEET VINYL

→ SPC

→ TECHNOLOGYIncludes software, apps and visualizers

→ TILE & STONE

→ WPC

DEALERS' CHOICE AWARDSENTRIES INCLUDE→ Prominently featured in FCW’s Jan. 24 Issue.

→ Visible in print, digital & online at FCW1.com.

→ Featured in FCWdaily & on social platforms.

→ Promoted at live & virtual events.

→ Winners are featured again in a later FCW issue.

ENTRIES OPENNovember 2021

DEADLINE December 22, 2021

ENTRY FEE $500

TO ENTER & REGISTER, VISIT FCW1.COM/Awards

FOR MORE INFORMATION AND PRICING CONTACTSherridan Basdeosbasdeo@hearst.com 212-649-7981

A W A R D S

RECOGNIZE | PROMOTE | HONOR Our GreenStep Sustainability Awards program recognizes, promotes and honors

organizations and individuals in the flooring industry for their stewardship, initiatives and

accomplishments in the area of sustainability.

NOMINATE YOUR COMPANY OR PRODUCT

SIX AWARD CATEGORIES (TWO AWARD LEVELS PER CATEGORY)

→ Pinnacle

→ Product

→ Process

→ Promotion

→ International

→ People

GREENSTEP SUSTAINABILITY AWARDS PROGRAMENTRIES INCLUDE→ Editorial opportunities with FCW throughout the year featured in print, digital and on social media platforms. GreenStep winners are presented their award at an exclusive event.

ENTRIES OPENMarch, 2022

DEADLINE April, 2022

ENTRY FEE $450

TO ENTER & REGISTER, VISIT FCW1.COM Awards

FOR MORE INFORMATION AND PRICING CONTACTSherridan Basdeosbasdeo@hearst.com 212-649-7981

N E O C O N

TAKE THE STAGE AT NEOCON

VALUE AD

→ Sponsors will be part of our robust social posting at the show including live video.

→ FCWdaily e-newsletters will be delivered to our 18,500+ readers featuring the day's website postings. Site sponsors will be featured prominently.

→ Each day's content — including interviews & demonstrations — will go live on FCW1.com and can be referenced long after the show closes.

WEBSITE AD Size in pixels Width x Height Medium 300w x 250h Rectangle Leaderboard 728w x 90h

SPONSORSHIP INCLUDES

DIGITAL FILE REQUIREMENTS:All files must be saved in a .GIF, .PNG, .JPG format. Animation files are accepted, but please note that it may not play on all devices. MAX FILE WEIGHT 100k

MATERIAL DEADLINEMay 27, 2022

FOR MORE INFORMATION AND PRICING CONTACTCharlton Calhoun ccalhoun4@aol.com 404-964-3961

PLEASE EMAIL FILES TO fcwser-vices@hearst.com

SITE DATES: JUNE 6 - JUNE 17 SHOW DATES: JUNE 13 - JUNE 15

Our brand, your products and your message will be front & center in FCW1.com's feature

spot devoted to all things happening at NeoCon 2022. As a sponsor, you will receive high

visability, enhanced exposure and robust engagement with your customer. FCW1.com will

host new content daily for the week leading up to the show and the week of the show

giving readers the latest in new products, demonstrations, special events — if it's happening

on the show floor, you will find it on FCW1.com.

P R O D U C T G U I D E

PRODUCT CATEGORIES INCLUDE:

• Carpet

• Fiber

• Grout & Mortars

• Hardwood

• Bamboo & Cork

• Installation

• Adhesives

• Locking Systems

• Laminate

• Resilient (LVT/WPC/SPC/Rigid Core/Sheet Vinyl)

• Sundries

• Tile & Stone

• Trims & Moldings

• Carpet Cushion & Underlayment

Other categories include flooring distributors, installation organizations, software

providers and more.

FLOOR COVERING PRODUCT RESOURCE GUIDEFORMAT Saddle-stitched, semi glossed stock printed on a four-color offset web press.

TRIM SIZE: 7.75” X 10.875”

DIGITAL FILE REQUIREMENTS:

All files must be save as .pdf at 300 dpi

SEND MATERIALS TO:Email: fcwservices@hearst.com

MATERIAL DEADLINE December 1, 2021

Logo stoppers: Your company logo will appear over a 2.25” X 0.75” yellow background above your company’s name in the section of your choosing.

Actual size

1.5

2.25

Traffic stopper

Actual size

2.25

0.75Logo stopper

Ad Sizes Width Height

1 page, bleed* 8 11.125

2 page, bleed* 15.75 11.125

2⁄3 page 4.75 10

1⁄2 page horizontal 7.25 4.875

1⁄2 page island 4.75 7.375

1⁄3 page square 4.75 4.875

1⁄3 page vertical 2.25 10

All sizes are in inches* Safety for ads that bleed: Keep all live matter (text, logos, images, etc.) 1/4 inch from trim.

FCW's Floor Covering Product Resource Guide provides you with the most up-to-

date and reliable contact information for the industry's suppliers, distributors and

organizations. An introduction to each product category provides readers with an

overview of key features, benefits, market trends and more.

ADVERTISING

Traffic stoppers: Your logo and/or message appears in a 2.25” X 1.5” yellow background above your company’s name in the section of your choosing.

FOR MORE INFORMATION AND PRICING CONTACTCharlton Calhoun ccalhoun4@aol.com 404-964-3961

LVT LVT LVT LVT LVT LVT LVT LVT LVT LVT LVT LVT LVT LVT LVT LVTRESILIENT RESILIENT RESILIENT RESILIENT RESILIENT RESILIENT RESILIENT

SHEET VINYL SHEET VINYL SHEET VINYL SHEET VINYL SHEET VINYL SHEET VINYL SHEET VINYL SHEET VINYL SHEET VINY

SOFTWARE SOFTWARE SOFTWARE SOFTWARE SOFTWARE SOFTWARE SOFTWARE SOFTWARESUNDRIES SUNDRIES SUNDRIES SUNDRIES SUNDRIES SUNDRIES SUNDRIES SUNDRIES

TILE & STONE TILE & STONE TILE & STONE TILE & STONE TILE & STONE TILE & STONE TILE & STONE TILE

FIBER FIBER FIBER FIBER FIBER FIBER FIBER FIBER GROUTS GROUTS GROUTS GROUTS GROUTS GROUTS GROUTSINSTALLATION TOOLS INSTALLATION TOOLS INSTALLATION TOOLS INSTALLATION TOOLS

ADHESIVES ADHESIVES ADHESIVES ADHESIVES ADHESIVES ADHESIVES ADHESIVES ADHESIVES

AREA RUGS AREA RUGS AREA RUGS AREA RUGS AREA RUGS AREA RUGS AREA RUGSBAMBOO BAMBOO BAMBOO BAMBOO BAMBOO BAMBOO BAMBOO BAMBOO

CARPET CARPET CARPET CARPET CARPET CARPET CARPET CARPET

LAMINATE LAMINATE LAMINATE LAMINATE LAMINATE LAMINATE LAMINATE

TRADE ASSOCIATIONS TRADE ASSOCIATIONS TRADE ASSOCIATIONS TRADE ASSOCIA-TRIMS & MOLDINGS TRIMS & MOLDINGS TRIMS & MOLDINGS TRIMS & MOLDINGS UNDERLAYMENT UNDERLAYMENT UNDERLAYMENT UNDERLAYMENT UNDERLAYMENT

WOOD WOOD WOOD WOOD WOOD WOOD WOOD WOOD WOOD WOOD

LVT LVT LVT LVT LVT LVT LVT LVT LVT LVT LVT LVT LVT LVT LVT LVTRESILIENT RESILIENT RESILIENT RESILIENT RESILIENT RESILIENT RESILIENT

SHEET VINYL SHEET VINYL SHEET VINYL SHEET VINYL SHEET VINYL SHEET VINYL SHEET VINYL SHEET VINYL SHEET VINY

SOFTWARE SOFTWARE SOFTWARE SOFTWARE SOFTWARE SOFTWARE SOFTWARE SOFTWARE

FIBER FIBER FIBER FIBER FIBER FIBER FIBER FIBER GROUTS GROUTS GROUTS GROUTS GROUTS GROUTS GROUTSINSTALLATION TOOLS INSTALLATION TOOLS INSTALLATION TOOLS INSTALLATION TOOLS

ADHESIVES ADHESIVES ADHESIVES ADHESIVES ADHESIVES ADHESIVES ADHESIVES ADHESIVES

AREA RUGS AREA RUGS AREA RUGS AREA RUGS AREA RUGS AREA RUGS AREA RUGSBAMBOO BAMBOO BAMBOO BAMBOO BAMBOO BAMBOO BAMBOO BAMBOO

CARPET CARPET CARPET CARPET CARPET CARPET CARPET CARPET

LAMINATE LAMINATE LAMINATE LAMINATE LAMINATE LAMINATE LAMINATE

FCWF L O O R C O V E R I N G

2 0 2 1

20

21

E

DI

TI

ON

PRODUCT RESOURCE GUIDE

WWW.FLOORCOVERINGWEEKLY.COM

F

LO

OR

C

OV

ER

IN

G

WE

EK

LY

DIGITAL FILE REQUIREMENTS: All files must be saved as .pdf at 300 dpi

Classified ads - Print/Digital

MINIMUM CHARGE: $50

$20 per insertion for custom border

$30 per insertion for logo art

$50 per insertion for red border

A D V E R T I S I N G

MARKETPLACE ADS

Size Rate1/32 pg $265

1/16 pg $425

1/12 pg $600

1/8 pg horz. $785

1/8 pg vert. $785

3/16 pg $1,200

1/4 pg $1,400

FOR A QUOTE, CONTACT:fcwservices@hearst.com

CLASSIFIED ADS

Size RateHeadlines $18

All cap text $18

Text $17

CLASSIFIEDS/MARKETPLACESUBMITTING ADSTo submit your classified ad visit, FCW1.com or email

sbasdeo@hearst.com.

MARKETPLACE AD RE-QUIREMENTS: All files must be saved as .PDF at 300 DPI.

INDIVIDUALS SEEKING EMPLOYMENT ONLY: “Position Wanted” ads up to eight lines are published at no charge as an industry service for a maximum of three weeks (add $10 for box number).

ADS ARE PAYABLE IN ADVANCE.Major credit cards are accepted.MasterCard, VISA, American ExpressThe publisher reserves the right to adjust ad copy without notice to conform to federal regulations.

FOR MORE INFORMATION AND PRICING CONTACTSherridan Basdeosbasdeo@hearst.com 212-649-7989

Look to FCW's Marketplace

to introduce your newest

products, technologies and

services to our readers.

FCW's Classified ads are the go-to for

business and career opportunities

as well as sales listings, including

warehouse and closeout sales.