The forgotten marketing metric: RESULTS

It was one of the few warm, early spring days in April. I was coasting back into the neighbourhood after a ride on the local bike trail, while such things were still open during the pandemic. Three of the little, neighbourhood girls were playing outside in the sun. The oldest saw me, stood up and […]

Business planning — BLINDFOLDED

Who can see the post-pandemic future? Coverings’ CFCRA columnist Lee Senter in this issue notes the fact that it’s odd trying to write a column six or eight weeks out from the time it hits the street. I’d like to say you get accustomed to it, but after writing for magazines for over 40 years, you don’t. […]

RU MARKETING or missing the MARK?

Target critical 18-39ers with education — not price THE JURY IS IN. NOTHING MATTERS BUT PRICE. RIGHT? Not so fast …. If you talk to today’s emerging generational markets, you will find, just as with young people through the ages, that much matters more than money. It’s just that you can’t act on your dreams […]

SAFETY-essayer

HAVE THE BEST INTERESTS OF REAL PEOPLE BEEN HIJACKED? WELL, IT FINALLY HAPPENED. Not to me, but my son-in-law’s brother, who has been an expert stone- and solid-surface tile and countertop installer for nearly 20 years. The stone saw slipped, he grabbed and came up with the hurty bits. It happens. Typically in these situations there is […]

Technology under pressure

So is technology a boomer or a bust? Homeowners are lining up at the big-box stores to take advantage of the latest flooring sales. In a few weeks, some percentage of those once-enthusiastic redecorators will be lining up again — this time to abashedly ask a professional to help them recover. THE WORD “AMATEUR” may […]

Training train never stops

Installers need constant education to do jobs right THE FIVE Ws HAVE NEVER SEEMED MORE URGENT when it comes to being trained on floor coverings. Why do we train? Who gets training? When do we train? Where do we train? What products should we train on? There is so much to learn, but luckily there […]

Reality in 2019: Recreational cannabis

HARD TO MEASURE, IMPOSSIBLE TO IGNORE NOW THAT RECREATIONAL CANNABIS has been legal in Canada since October, employers and safety experts have been taking stock of its effect on personnel at business establishments. Not a problem? Think again. According to Statistics Canada, the number of new cannabis users is increasing. During the first quarter of […]

Retirement resonates

Serene surfaces inspired by nature LAST FALL, MORE than 350 resident seniors, their families, community members and dignitaries celebrated the official Grand Opening a new retirement community in Ajax, Ont. Westney Gardens was the brainchild of Revera, an owner, operator and investor in the senior-living sector, who invested $50 million to bring the modern, environmentally […]

Coverings 2019

Stone and tile flexed marketing muscle in Orlando Coverings is an annual stone and tile trade show that attracts thousands of distributors, retailers, fabricators, contractors, specifiers, architectural and design professionals, builders and real estate developers. This year in Orlando, Fla., featured 1,100 exhibitors from over 40 countries, 26,000 visitors and was the stage for introducing […]

Canada’s solid reasons for embracing hard surfaces

FOLKS IN THE FLOOR COVERING BUSINESS are passionate about what they offer, none more so than tile and stone suppliers. With all of the materials competition in Canada — carpet, resilient, hardwood, engineered floors — what makes solid surfaces such as tile and stone so appealing? In some cases, the economic argument to the client […]