Mercerville, N.J.—When Congoleum Corp. launched the DuraCeramic Options line earlier this summer (FCNews, June 12/19), officials knew they had a product that could help salespeople, installers and even end users to be more creative when designing a floor plan.

Leonard Ludovico, vice president of product and styling, noted, Options will not only “bring out the artistic and creative side” of the end user, but allows the product to be used in areas where traditional ceramic tile goes, such as backsplashes, baths, spas, entryways and kitchens. “It can go in virtually any room in the home.”

The reason for this is in how Options is made. It is rendered as a 16-in. tile and embossed to create four 8-in. beveled-tile visuals. Each tile can be installed as a single unit or scored with a knife and separated into four smaller precision versions. Plus, it can be combined with the original DuraCeramic for even more artistic freedom.

To demonstrate its point, Congoleum went on a countrywide journey in which it hosted 160 installation seminars in 160 cities between May and June, and trained/ certified 2,500 people.

Executives said the tour was put together because “the customer wants new and unique products and wants to have someone in her home who understands them from a technical/installation standpoint. Congoleum realizes this is an investment by consumers, and this level of training is designed to raise their level of comfort—especially with a new flooring category like DuraCeramic. Certification gives the retailer a competitive edge; the consumer sees the dealer making an investment in education and craftsmanship and the consumer should be more likely to buy because of it.”

Bob Dempsey, the resilient mill’s installation group manager, said one of the events, held in Hudson, N.Y., was special as it provided a “true cross-section” of the industry.

The session featured a builder, contractor, master wood flooring craftsman, salesperson, 30-year professional commercial/residential installer, industry trainer and a female homeowner whose residence was donated for the day.

Even though this was a diverse group and they were working with a new flooring technology in engineered ceramic, Dempsy said everyone easily gravitated to it. “This group of varied skills and interests learned to install and become certified to install and design with DuraCeramic and Options. And, they mastered it in less than two hours.”

Following their lessons the class then put what they learned into real-life use. Two rooms were used —a dining room and adjoining kitchen—for the installation, including the application of the colored acrylic grout.

Dempsey said the entire project took less than a day, and that was with each person taking turns on the installation—including the homeowner.

“This was a unique opportunity,” he concluded, “because we not only were able to certify installers in the western Massachusetts/Albany, N.Y., area, but we got a true reading on how every point in the installation chain relates to the process and the ability to create unique designs with this product.”

For additional information on the DuraCeramic Options line, speak to your local distributor rep, or call Congoleum at 800/234-8811.