- Posted by Paul Friederichsen on March 11, 2010
Thoughts on the Surfaces Educational Advisory Council for 2011
In just over ten months, thousands of floor covering dealer owners, sales managers, sales associates, and installers, will be investing a considerable amount of hard-earned money and precious time away from their businesses to travel hundreds or thousands of miles away from home to learn something they didn’t know and to improve in areas that will improve their bottom line.
The past couple of days, individuals from different sectors of the floor covering industry also traveled hundreds or thousands of miles, not to Las Vegas where Surfaces is held each year, but to Dallas – home of Hanley Wood’s trade show division. There, representatives from manufacturing, retail, publishing, marketing, communications and design, together with top execs from Hanley Wood’s staff, pondered the future. Together, over many hours of discussion, analysis and collegial debate, we prepared for the arrival of dealers seeking a better way of doing their profession – long before they’ve even considered looking.
The process is amazingly efficient, well orchestrated and exceedingly hospitable, thanks to the preparation of the Hanley Wood staff. Their attention to detail, attentiveness and responsiveness to hundreds of comments and suggestions voiced by council members is truly a labor of love. Those chosen and invited by them to participate in the process are likewise committed, knowing the importance of their contribution to the quality of the educational experience is as paramount as honoring the responsibility to give back to the industry they love.
Weeks beforehand, consultants, trainers and industry experts submit proposals to speak at Surfaces on a variety of topics – the vast majority of which have a direct bearing on the success of the retailer. Surfaces is a coveted platform to address the industry, so consideration is a serious business. Does the speaker’s topic relate to the most important needs of the retailer? Is the speaker the most qualified person to deliver that information? How was the speaker or the topic judged by attendees previously? Is there anything missing that needs to be added to the curriculum? And so on. We probe, we challenge, we look at speaker’s websites. Then we look at the educational component of the show as a whole … do we have enough courses on business? Do we have too many in marketing? What should we add to installation?
By the time we head for the airport, we’re confident that we’ve once again framed-out the best, most comprehensive educational experience in the industry. Then the hard work begins for Hanley Wood to nail it all down by following up with the speakers, fine-tuning, adjusting and scheduling.
So often through the act of serving, you actually get back more than you give. Such is the case with participating on the advisory council. The friendships and mutual respect forged during our time together is golden. And ten months from now, we hope that it is just as rewarding for the attendee.
- Posted by Lew Migliore on February 16, 2010
Having just returned from SURFACES, I have to say it was probably my best show ever. Despite the slowdown in the economy, the mood was more than up beat. We can say that, on average, business is probably down overall between 15 and 20% for flooring manufacturers but there are segments where business is brisk. Everyone I spoke with was more than happy with this year’s SURFACES. The consensus was that they were not expecting much and were pleasantly surprised with the results. In particular, people selling promotional goods (such as Dalton Carpet Mart) did more business than ever before at SURFACES. Another dealer, Bucklers’, who showed for the first time, had the same thing to say. Promotional goods are products from carpet manufacturers that are overruns, drops, color changes, etc., all first quality for the most part, but not carried by the original manufacturer. These products can be purchased far below original cost and sold at a higher margin making them a great value in today’s economy.
Other show spaces were very busy as well; Mannington, for example, had a full house everyday, as did Beaulieu, Centiva, Royalty and Healthier Choice. I also saw and spoke with executives from manufacturers not showing who came to see what was going on. I don’t think they’d have been there if they didn’t think some business was going to be done. And the lower level – always a bee hive of activity – did not disappoint. There weren’t as many exhibitors but those that I know and spoke with were very pleased with the traffic and were doing business. The last day of the show didn’t fade either. I left at mid afternoon of this short day and there was still traffic at the show, not what you’d normally expect to see. People who attended were there to do business and it was obvious.
I’ve been conducting seminars at SURFACES for years now and this year had to be the best ever. At my first seminar titled “Flooring Installation: What You Don’t Know Will Hurt You,” they had to keep bringing additional chairs in. There were nearly 100 people in attendance. Later in the day I was on a panel discussion about installation and again the room was full. There was no shortage of attendees and they were there for a purpose and what they learned will give them an advantage in their market.
I’ve always maintained the philosophy that if you’re going to be in an industry, you must be involved. Not attending trade shows like SURFACES keeps you away from the action, the adrenaline rush of doing business and from seeing what’s new and different that you can be a part of. It’s an opportunity that should not be avoided. It’s being close to the heartbeat of the industry. If executives of the largest flooring manufacturers attend, even if they don’t show, then everyone in the business should be there. What do they know that you don’t? SURACES is the flooring industry on full display and to the attendees go the spoils. Many exhibitors, as I stated earlier, were actually giddy with delight at the business they wrote.
Attending SURFACES gives you a leg up on your competition. It exposes you to everything that’s new and different in the flooring industry from flooring materials to accessories and ancillary items. It is a look at the world of flooring with exhibitors and attendees from around the world. It is a place and chance to catch up with old friends in one place, to conduct business meetings, to cultivate opportunities for business and to map the remainder of the year. It allows you to see things your competitors won’t see no matter how many regional shows they may attend. It’s where the world comes to hawk their goods to the largest and most sophisticated flooring market on Earth. This is where you have to be if you’re going to be in the flooring business. As the saying goes, attributed to many, “In the face of adversity lies opportunity.” In a down economy, SURFACES was the opportunity everyone in the flooring industry should have taken advantage of. Just think of those who bought truckloads of promotional goods from those giddy suppliers. Those dealers are going to have a product to sell at a handsome profit that their buyers won’t see anywhere else in their market. That should make you envious.
- Posted by Warren Tyler on December 22, 2009
"There's nothing new under the sun'" is an old saying. Well-constructed carpet has always been an easy to clean floor with or without stain resist. Since starting my career fifty years ago as a carpet cleaner, I always remember wool being easy to clean and slow to soil. Hand-woven Orientals were the best for cleaning. If you read the warrantees on stain resist carpets, some of the best-known brands exclude just about everything you could possibly spill on them.
Year after year, some fiber company sells something to the mills that can't possibly work such as olefin plushes or ultra soft yarns. We all remember singles yarn polyester which unfortunately turned off two generations of flooring dealers. The real old guys remember rayon viscose which we fondly referred to as the “disappearing fiber." The fiber disappeared soon after the check cleared.
Color and style trends come and go. Long multi-denier shags are actually coming back – from the West coast heading east, as do most fashion trends. Berbers, thankfully, are fading fast. It always offended my sensibilities to name an ugly plastic carpet after those beautiful hand-woven ropey rugs made by the Berber tribesmen of Northern Africa.
A positive trend is the multitude of well-designed patterns the mills have been making, particularly in the mid- to high-end price ranges. What is disappointing is the amount of beiges that are selling. The lack of color is depressing, which I attribute to the mood of the American consumer. During the happy days of Reagan/Clinton/Bush, color sold. Another positive trend is the realistic natural designs of vinyl sheet goods. Most of these products are so well designed they can be used anywhere – not just kitchens and baths anymore. Among the most realistic and the best vinyl sheet goods are the new-to-America fiberglass backed vinyl. This is the fastest growing segment in the industry.
Solid vinyl tile or luxury vinyl tile are so realistic that when I see them on a commercial floor, I can’t tell the difference and am fooled even when I touch the product. Back in the ‘60s and '70s, these terrific looking floors from makers like Amtico and Kentile were used for entries, hallways, stairs and dining rooms. Again, nothing new under the sun.
Where can you see all of these products? Where can you learn styIe and color trends? Where can you spot the next old/new flooring? Nowhere else but at SURFACES. In this economy, you can't afford not to have the most current and up-to-date displays and samples. You also can't afford to lose a single customer. Today's consumer is shopping with a bloodIust and will shop at every store until she thinks she can steal it. Why do you think more men are coming into your store than ever before? They are not there to buy. They have agreed with their wives to purchase flooring but, with the economy being so uncertain, he has to scope out the store that promises the best value. Please be at my 10:30 to noon on Monday to learn how to teach your people how not to walk a customer.